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Square might have started as a simple point of sale app for business owners, but in recent years it has grown to be so much more. With an incredible range of products that offer business solutions of all kinds, Square has been infiltrating new markets every day.

There are many reasons Square has been so successful, and one of them is excellent marketing. As the Global Head of Marketing for Square, Lauren Weinberg (LinkedIn | Twitter) has had a lot to do with that.

Most marketers will tell you that storytelling is one of, if not the most important aspects of a good marketing campaign. Lauren and Square take that belief to heart and insert meaningful and impactful stories into everything they do. And the goal is always the same: “Everyone’s here to make tools and services to make it easier for small business owners to succeed,” Lauren says. “It just really is in the DNA of everything that we do.”

On this episode of Marketing Trends, Lauren explains that ethos to Mission CEO Chad Grills and dives into the details of how her team injects storytelling into their marketing campaigns. On social, in editorial, and even through a new video series and a foray into podcasting, Lauren is leading an expansion of marketing at Square and she’s excited to share it all.

Bio:

Lauren Weinberg has served as the Global Head of Marketing for Square for the last year and a half. Previously, she had served as the VP of Strategic Media Planning & Consumer Insights for Yahoo.

Lauren is an experienced and innovative tech marketer with more than 15 years of experience in the field. Lauren has also worked in marketing & growth roles for MTV Networks, Comscore, and Nielsen.

Quotes from Lauren:

– “People [at Square] seemed so nice, which makes a big difference, right? Because I think in Silicon Valley a lot of companies can fall into the trap of having a culture that’s just work, work, work, work, work, and niceness and kindness, they take time…. [CEO] Jack [Dorsey] definitely sets the tone in terms of having a really kind and nice culture, a culture where people really care about the end consumer of our product. And so that’s really why everyone’s here to make tools and services to make it easier for small business owners to succeed. It just really is in the DNA of everything that we do.”

– “One of the things that we hear all the time from small business owners is that they get into business because it’s something that they’re really passionate about. But then there’s everything else that they need to learn how to do. They need to learn how to be an accountant, they need to learn how to be HR and they need to learn all of these different aspects of the business. They need to learn how to become marketers. And so we’ve been really invested in building out a curriculum and educational series to really help them do that.”

– “At the end of the day, it’s really just finding the right people to share those stories.”

– “I think that having conviction is probably the biggest piece of advice that I would have for other marketers. If you’re not passionate about your idea and if you’re not willing to fall on your sword for the ideas that you have, then it’s just a lot harder to get everyone else, especially inside a larger company, to be willing to take that risk and to go on that journey with you.”

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