There is a new term that has been circulating around marketing communities during the past few months. The word “tribe” has emerged from the ether of the virtual world to take centre stage in online exposure methodologies.
Still, it seems a bit out of place in such a technologically advanced age. What exactly are these “tribes” and why can they be so very important in helping to enjoy a stellar rise in your current marketing strategies?
Terminology Aside
Before we continue, let’s do away with the nomenclature here. A “tribe” is simply another word for those who share the same interests and desires (much like in the real world). So, this tribe is simply another way of describing your buyer persona; who you are trying to reach. Now that we have taken this first step, it is important to understand why this concept is so critical. How can knowing your tribe vastly increase your online performance?
Falling Upon Deaf Ears?
The most dangerous risk of any marketing campaign is addressing the incorrect target audience. In the financial sector, this is even more important. After all, what good wold it do if your business specialised in IRA plans when your audience happened to be those interested in commodities trading? The end result would be a great deal of wasted time and energy. So, knowing your audience is essential in successfully marketing your services.
Word of Mouth
If one member in a tribe happens across a rive whose bed is lined with gold nuggets, how much time will pass before others join in the hunt for wealth? The same goes true for your online community. Word of mouth is critical within any social media platform. When you are able to target the correct audience, they have the tendency to “like” certain pages and you will thereafter begin to accrue additional followers. This snowball effect has already proven invaluable to countless marketing campaigns around the world. While the term “viral” is mainly attributed to catchy videos, there is no reason that it cannot be used in this perspective as well.
A Numbers Game
Frequenting a Facebook page with only a handful of members is akin to visiting a website which has not been updated for over a year. Size matters. The most attractive pages are those which boast a large number of active members. Also, never forget that these visitors are much more likely to contribute to the page if they have an audience to speak to. Knowing your tribe will enable you to enhance your following. On a final note, it is always worthwhile mentioning that a greater number of followers will also enable you to rank higher within a search engine.
So, we have hopefully taken a bit of mystery out of the concept of Facebook “tribes”. Whether you refer to these groups are followers, a buyer persona or simply as fans, the idea remains the same. Identifying with your tribe will have a direct impact upon the success you can expect to enjoy.
