We’re excited to introduce you to the always interesting and insightful Lena Grundhoefer. We hope you’ll enjoy our conversation with Lena below.
Lena, thanks for joining us, excited to have you contributing your stories and insights. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.
The biggest difference between what we do at ZEITGEIST Labs and our competition is we always consider the data. We are constantly researching what’s happening across the industry and internet so that we can keep our clients at the forefront of whatever trends are happening. It’s a lot harder these days than it used to be.
Social media, for example, is relatively new for businesses to get involved in, and most businesses only focus on major networks like Facebook and TikTok. There’s plenty of reason to be on these platforms, but social media is more decentralized today than ever before. Old-guard platforms like Twitter can be hit-or-miss, and newer platforms like Bluesky, Farcaster and Threads are always popping up.
In Web3 and AI, Discord and Reddit are ubiquitous, and not many companies have a solid grasp on how to leverage these platforms. Someone who’s adept at creating great TikTok videos may not have the necessary skills to manage a community on a Discord server. The necessary specializations are shifting and evolving every day, and this is without even diving into how AI is changing everything.
Although we can handle anything on Facebook and TikTok, we specialize in helping clients navigate emerging platforms. I’m an early adopter of a lot of platforms, and we’ve built relationships with a lot of influencers across various topics.
Another advantage we have is our varied experience. The most successful agencies specialize in a focused industry, but one of the best parts of working with Web3 clients is that base blockchain technology is utilized by a wide array of industries. One day we are working with a gaming client, and the next it’s music, retail, finance, commodities, and more. It keeps us on our toes, and everyone on the team learns something new every day while also maintaining our core expertise.
Lena, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
In the bustling heart of Chicago, where the pace of life matches the city’s towering skyline, my journey began. A journey not just through the physical spaces of this dynamic city but through the vast and varied landscapes of culture, tech, and innovation. This insatiable curiosity, a burning desire to explore and absorb every nuance of human creativity and interaction, became the bedrock upon which ZEITGEIST Labs was built.
My mission is not just about creating marketing strategies; it’s about crafting narratives that resonate on a deeply personal level. We are in the business of igniting passion, purpose, and potential in every story we touch, making every moment count in a world that never stops changing. My services are bespoke, tailored to each client’s unique vision and voice, ensuring that I’m not just a consultant but a partner in my client’s journey towards impact and inspiration.
This approach is grounded in staying ahead of the curve, constantly updating our strategies to keep pace with the ever-evolving digital meta. Yet, amidst this relentless pursuit of innovation, I remain committed to a transparent, human-first approach. I believe in the power of stories to define our era, to merge entertainment with empowerment, and to illuminate the essence of our collective being.
My own story, from the vibrant streets of Chicago to the pulsing heart of New York City, where I immersed myself in the inner workings of some of the world’s most iconic brands, has been a testament to my curiosity. It was this exploration, this blending of experiences and an obsession with digital culture, that led to the creation of my consultancy and more recently a company that I’m building in stealth mode.
Today, my mission extends beyond just marketing. I am here to help brands, from agile startups to globally renowned names and Fortune 500 giants, carve out their space in the digital world. My goal is to enable them to reach new heights, attract new audiences, and make an indelible mark on the digital landscape.
As I look to the future, I am driven by a belief that the best in business is yet to come. Today, I am most proud of working with 100+ brands, being a part of a number of household name campaigns across Web3 and championing a future where entrepreneurs can fulfill their dreams.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
I believe that it’s important to always underpromise and overdeliver, and that is ultimately what makes me memorable in a brutally competitive industry.
The marketing and PR sectors are filled with fast talkers who will promise the world. To put it bluntly and be brutally honest, a lot aren’t authentic. Clients have a wide spectrum of experience with the nuts and bolts of what it takes to land something like a placement in Forbes or a guest spot on the Today Show. And agency relationships can often start off with hard sales. It’s very easy to get trapped in an overpriced contract you don’t need.
On top of that, a lot is out of your control in this business. There’s no surefire way to create a viral hit on social media or be selected for Forbes 30 Under 30, for example. If there were, everyone would be doing it every day. Even if you do achieve virality, there’s no guarantee that it’ll convert to sales and an ROI.
The best thing we can do is formulate a long-term strategy and execute on it with stellar content. Every post won’t attract 100,000, but they also don’t need to. As long as you’re meeting your customer base where they are and resolving their needs, you’re doing the right thing.
This is why I often tether expectations when clients want some type of exponential growth in a short period of time. It’s simply not reasonable, no matter how much money you throw at the problem. If an agency is promising guaranteed placements or growth numbers, be very wary–they’re likely using blackhat tactics like buying fake engagement and followers. These vanity metrics are worthless.
Some things take time (and some things may never happen), and there are calculated steps you can take today to improve your odds of success years from now. Sticking to those fundamentals is what established my reputation.
How do you keep in touch with clients and foster brand loyalty?
Communication is important for brand loyalty. WIth current clients, I take regularly scheduled video calls personally. While work does get delegated throughout my consultancy, I prefer to take the face-to-face time myself to build and maintain a rapport with clients and let them know I’m personally going to do anything necessary to create wins for them.
In between calls, I’m always available on any platform. Every client has different preferences and needs, so I have Telegram, Discord, Whatsapp, Slack, email, and anything else I need to communicate with the client. We run our own Notion and Airtable assets to track projects and invite clients to participate on them. Otherwise, we’re happy to meet them on their preferred platform of choice.
I also have a Substack newsletter where I regularly share my thoughts on the industry throughout the year. This helps establish me as an expert while tackling topics that are important to client industries. It’s great for keeping in touch with past clients as well as picking up new prospects and helping raise my overall profile.
Contact Info:
- Website: https://zeitgeistlabs.co/
- Instagram: https://www.instagram.com/lenagrundhoefer
- Linkedin: https://www.linkedin.com/in/lenagrundhoefer/
- Twitter: https://twitter.com/lenagrundhoefer
- Other: https://www.lenagrundhoefer.com/