Why Finding the Right Tribe Will Help Your Business Thrive
Humans want to fit in. We are social animals that posses a number of behaviors that motivate us towards being part of a larger group. The feeling of wanting to fit in, or be part of a tribe, is something we all can relate to, as it gives us a sense of purpose.
As a marketer, you need to know how to find your tribe. Then, when you’ve found your tribe, you need to know how to trigger the desired response in them. Marketers need to understand what drives their tribe members and also what stops them.
Does this sound hard? It is hard, and it takes a lot of work, but it’s a critical step in finding new customers that will help drive your business.
Fortunately, thanks to the Internet, it’s easier than ever for new tribes to form. It’s also easier for people to be a part of many tribes because information is so much more accessible.
A Brilliant Example of Tribe Building
In 1997, Apple launched the Think Different ad campaign. Take a few minutes to watch how this ad brilliantly addresses existing members of the Apple tribe, while also recruiting millions of new members to the brand. The fact is, millions of people heard this copy and immediately wanted to be part of the Apple Tribe.
“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They invent. They imagine. They heal. They explore. They create. They inspire. They push the human race forward. Maybe they have to be crazy. How else can you stare at an empty canvas and see a work of art? Or sit in silence and hear a song that’s never been written? Or gaze at a red planet and see a laboratory on wheels? We make tools for these kinds of people. While some see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”
Your Tribe Means Everything To Your Business
Okay. Not everyone has the marketing team that Apple has, so you will likely need some help. Remember that your customers, people, squad, or target audience are the most important group of humans in your life (I’m referring to your business life, of course).
They are the lifeblood of your business and you need to know who they are, how they spend their day, if they are married or single, what phone and apps they use, and what stereotypes they fall into.
This knowledge will drive your entire marketing strategy from the product, promotion, and pricing. It's not always easy to get to know your audience, and it inevitably takes more than 1-2 hours on gathered around a whiteboard.
Questions to Ask Your Marketing Team As You Define Your Tribe
What are the needs, desires, and pains of our target audience?
What are we most knowledgeable about so we can fully engage with our audience?
Which channels are we comfortable with? For example, determine if you are skilled at producing videos to entertain your audience, or Twitter to amplify your message. Find where your team is most comfortable and knowledgeable and execute.
How To Find Your Tribe
Taking the time to find your tribe will help you to not waste precious resources, like time, money and manpower. This is not a straightforward process, and sometimes requires help from outside recourses. The following steps will get you on your way:
Define your niche. Who are the people you are most passionate about regarding your business? Define them and bring them your “A game” marketing. Your energy and passion will shine through and make you appealing to the specific audiences you seek.
What do you want from them? This needs to be clearly defined. Is your goal for them to buy one product from you or many? Do you want them to share content or read your newsletter? What is the one thing you want to change about their behavior? This will help you define your tribe on an even deeper level.
Know your competition. It's essential to know how your competition engages and communicates their messages. You can always learn from them and adapt your strategy if necessary. Also, be aware of what new innovations are happening in your category or niche.
Listen. In marketing, this is often the most underestimated word of all. Start simple by defining basic demographics of your target audience, but then move on to psychographics. Listen and learn what their interests, hobbies, and passions are. Listen to what they do in their spare time with their extra money. Learn about their favorite movies, TV shows, and Internet channels. The more you know about them, the more you can meet their needs and solve their problems.
Attract gatekeepers. Work hard to find the influencers who are active in your niche. If they like you, they will grant you access to their tribe and you will be one step closer to success.
Keep your audience profile up to date. Revisit and optimize this list every 6-12 months to make sure you are on point.
When you are ahead of the curve and know precisely who your tribe is, your product, pricing, promotions, and marketing positioning will be more on point. You will be able to define the response and behavioral changes in the audience you hope to influence.
If you cannot connect to your tribe and solve their problems your business will likely fail. Harsh, but true. Yes, this is a lot of work that might require external help, but it is well worth it in the end.
What are your thoughts? Do you agree or disagree? If you found this article informative please SHARE it with others who are interested in finding their tribe!