6♣️ Tribe Building for sales growth

In today's competitive marketplace, it's not enough to offer a quality product or service. Businesses must also build strong emotional connections with their customers.

People like to buy from companies that they feel an affinity with. It's called affinity marketing. People want to feel supportive of the company. And feel the company is supportive of them. People want to be part of your tribe.

Problem or challenge

Many businesses focus solely on the logical benefits of their offerings, neglecting the importance of emotional appeal. This can lead to missed opportunities and reduced customer loyalty.

Complexities

Building emotional connections requires a deep understanding of your target audience and their values. It also involves creating a brand identity that resonates with them on a personal level.

Solution

To build a loyal tribe of customers, focus on the following strategies:

1. Define your brand identity: Clearly articulate your company's values, mission, and vision.

2. Empathise with customers: Understand your customers' needs, pain points, and aspirations.

3. Tell a compelling story: Craft a narrative that connects your brand with your customers' lives.

4. Foster community: Create opportunities for customers to interact with each other and feel a sense of belonging.

5. Encourage engagement: Use social media and other channels to engage with customers and build relationships.

Benefits

By building a strong emotional connection with your customers, you can:

• Increase customer loyalty: Customers who feel a strong affinity for your brand are more likely to remain loyal and repeat purchase.

• Drive sales: Emotional connections can influence purchasing decisions, even when other factors are equal.

• Improve customer satisfaction: Customers who feel valued and understood are more likely to be satisfied with their experience.

• Enhance brand reputation: A strong emotional connection can help build a positive brand reputation.

Why it works

People are more likely to purchase from brands they feel a connection with. When customers see your brand as a trusted friend or partner, they are more likely to be loyal and advocate for your products or services.

Measurement

The effectiveness of your tribe-building efforts can be measured by:

• Customer loyalty: Track customer retention rates and repeat purchase behaviour.

• Net promoter score (NPS): Measure customer satisfaction and loyalty using this metric.

• Social media engagement: Monitor metrics such as likes, shares, and comments on your social media channels.

• Customer testimonials: Collect and share positive customer experiences.

My story

When I started my business MD2MD I talked a lot about the benefits of our service and the return on investment. It worked, but slowly. Things got better as I realised time was the most precious  commodity of our business leader members and began to talk about how our service would help them save time. Then I realised it was the stresses of the job that needed relieving and began to talk about achieving more success with less stress. Then later my thinking developed further as I understood that many business leaders suffer quietly from imposter syndrome. So the message became ‘it’s no longer lonely at the top’ - what Maslow would call belonging and self esteem. Finally, extending the Maslow model further I began to talk about purpose and about how by working together we could improve our world.