Tuesday 14 January, 2014
What’s happening now in ecommerce and virtually everything else in the world is mirrored in what’s going on in the music industry. Back in the day, a band had to have a number one hit in order to make it. It had to write songs that appealed to the masses and compete with every other band for the buying public’s attention.
Today, no band has to please everyone. Because of the internet, a band can do whatever it wants and not worry about mass appeal. The reason is that it can find its audience, which could be anywhere.
The same is true of marketing. You don’t have to please everyone and go for mass appeal. In fact, it hurts businesses to do this. Instead, you need to connect with your tribe. Whatever it is you offer, there is a group of people out there and you can find them through the internet.
The Tribe Defined
A tribe is a group of people unified by one thing – a passion. They have a passion for a certain topic, interest, hobby, cause or way of life. If you’ve spent any time online, you know there is a tribe for everything under the sun, whether it is snail farming or fountain pen collecting.
The Masses vs. the Tribes
In fact, it’s better for a small business to build a tribe rather than shoot for mainstream success for a couple of reasons. One, of course, is the competition. It’s impossible for a small company to compete with a giant corporation.
An even more important reason is that your tribe members are loyal to the death about their passions. The tastes and interests of the masses shift with time, but a Tetris maniac will take their Tetris mania to the grave.
What this means is that by building a tribe to market to, you build a small but extremely loyal fan base for your products or services. If you’re locked in to what they love, you can offer them endless products they can use.
The way to market to a tribe is to understand their mindset. You can learn about your tribe by connecting with them on the internet and listening. What do they care about? What do they like and dislike? Tailor your marketing to their likes, dislikes, concerns and needs.
The Nichified World
It’s great to be a marketer in today’s world because there’s endless variety. You don’t need to create a product that appeals to everyone. You can take a bold stand and market exactly what you like. The key is to find your audience, which is easy to do in the nichified world of the internet.