Your Tribe is a curious bunch. They’re not content to leave their hobbies, interests, and needs unexplored. Instead, they’re eager to comb through the internet’s miles and miles of unrelated information to learn more about what they consider important. They’re hungry for knowledge, and if they find a new fount of reliable wisdom they’ll be loyal to that source.
It’s time to step up.
Enriching Your Tribe with the Knowledge They Want
Generally, there are three types of people who may be interested in the product or service you provide. There are the people who are very knowledgeable about your area and are specifically researching what you’re offering. There are the people who are deciding exactly where your product fits in the greater market. Then there are the people who don’t really know much about you or your tribe at all, but are very interested in learning. You’ll want to engage each group differently.
So let’s say you have a new product that’s going to revolutionize the world of kitesurfing. It’s a new spreader bar and chicken loop assembly that leads to massive air time, especially when working with overhead waves. How’s your tribe going to react?
It depends on who you ask.
If you ask someone who’s researching you specifically, they’re going to want to know all the details. They’ll want a taste of what you’re offering. They’ll want videos proving that your claims are valid. They’ll want feedback from other members of their tribe that have tried your product and love it.
If you ask someone who knows about your product but aren’t sure where you fall in relation to your competitors, they’ll want a little more information. Give them FAQ pages, spec sheets, webinars, live demonstrations against competing products.
But what about that last group, the one that also happens to be (by far) the largest? How do you enrich the members of your tribe who don’t really know what they don’t know yet? It’s all about awareness.
When you’re passionate about your product, it’s easy to talk to people who already know who you are and can fully understand what you’re telling them. It’s not so easy to talk to people who don’t have a context for what you’re saying. In order to reach those corners of your tribe, become a source for context. This is where writing becomes your best friend.
Your tribe has questions about your area of expertise. They don’t understand the jargon. They don’t understand the equipment involved. They don’t know what a chicken loop is. They don’t know how it all works. They’re looking for someone to tell them. Creating content that meets that need is a great way to build loyalty.
One of the most enduring ways to enrich this part of your tribe is a blog. Research common questions newcomers have and write posts that answer them. Research less common questions and write posts that establish you as an expert on that topic. Research how your competitors are fulfilling your tribe’s need for information and do better than them.
From there, expand to different media. Create educational videos. Design infographics. Jot down some really clever Twitter posts. Get on Snapchat. Go to where your tribe lives and create the types of things that they’re most likely to share with each other. If you can enrich your tribe with real, usable information, they’ll start to spread your story.
In a marketing landscape that’s been product-focused for so long, it can feel a little strange to willingly provide potential customers with value without expecting anything in return. But education is an investment, and if you make it your tribe will respond.