Do you know who your “tribe” is?

 

They are the people who really need what you have to offer. The problems that consume their days and steal their sleep are exactly what you solve. You have the expertise they need.

 

Defining your tribe goes far beyond age/gender/location. You need to know where they spend time, both online and offline. You need to know what they struggle with and what holds them back from asking for help.

 

Most of all, you need to know how to authentically connect with your tribe.

 

Find Your Tribe

Knowing who the people are that you can best serve is the first step. Another term for this is defining your niche.

 

Many business owners are afraid to claim a niche. They feel that by focusing on serving everyone, they will get more business.

Best Work Quote

Unfortunately, it’s not true. You can’t be available to everyone and still make a difference in the world. You have to find who it is you do your best work with and focus only on that group.

 

Key thought: When you include everyone, you attract no one.

 

Let me give you an example. Let’s pretend there’s a woman named Barbara Feinstein. She’s 40, with two teenagers at home. She’s a practicing Jew. Her biggest struggle is that she doesn’t know what she’s going to do when her kids leave home. She’s built her life around being a mom.

 

Which invitation is going to work best to reach her?

  • Looking for purpose? I can help. Contact me today!
  • Are you ready for an empty nest? Contact me for information on finding purpose after your kids leave home.

 

Obviously, it’s the second one! The second headline shows that you understand her exact pain point and are offering to help. The first invitation is too broad and doesn’t tell her what you actually do.

 

Now, the second invitation also excludes certain people. People who are young. People who don’t have kids. People who have a long list of post-kid activities ready to go.

 

But that’s OK!

 

In order to be relevant to specific people, you have to be irrelevant to others. That’s the only way you’ll be able to work with the people you love most and do your best work for them. You have to exclude some people to truly serve others.

 

Connect Authentically

Once you’ve defined who you can best serve, you have to reach out to them in a way that’s authentic and draws them in. There are several important steps to this.

 

Step 1: Talk About Them, Not You

I hate to break it to you, but people aren’t nearly as interested in you as you think. They’re primarily interested in what’s in it for them.

 

Therefore, when communicating online or in person, focus on your prospect. Talk about what pain they have. Listen to what they have to say. Talk about solutions you offer that matter to them.

 

Too many websites are all about “Here’s my education, here’s my awards, here’s my testimonials. I’m so cool, hire me!”

 

That doesn’t work. Effective marketing says, “Here’s what you’re struggling with, here’s what keeps you up at night. Here’s a solution you need. Contact me to get it.”

 

Step 2: Use the Customer’s Language

Being well educated in your field is great, but it can be a hindrance when you’re creating marketing. Specialists tend to “talk shop” instead of using the customer’s language.

 

Which makes sense to you?

  • “It’s really important to optimize your portfolio to minimize risk and maximize return. A mixture of mutual funds, short term T-bills, and government bonds would be a great mix for you at your age.”
  • “We want to make sure your retirement account builds value but also doesn’t lose money before you retire. I think a mix of fairly safe, high-quality investments is best for you at this time.”

 

Unless you know finance, the first paragraph probably means little to you. On the other hand, the second paragraph uses language you’re familiar with.

 

Sometimes we’re tempted to “sound smart” by using technical language. It’s a big no-no. If you want to really connect with your customer talk about their problems the way they do.

 

Step 3: Be the Real You

Finally, be yourself. Too many business owners feel the need to put on a mask and pretend to be someone they’re not. It never works.

 

Pretending to be extremely tight and professional when you’re truly silly and fun doesn’t serve anyone. Instead, bring your true personality into your work. Being authentic not only helps you feel more comfortable in your business, it helps your customers feel more comfortable around you.

 

People can tell when others are being fake. No one wants to work with a fake. By bringing your true personality and perspective into your business and marketing, you’ll be able to serve those who will work best with you.

 

Connect Authentically with Your Tribe

When you’ve defined who your tribe is and reached out to them authentically, you’ll find your business growing more quickly than you expected.

 

By identifying your niche and communicating in ways that make sense to them, you’ll be light years ahead of most of your competitors.

 

It can be hard to decide who you truly want to work with and how to be fully yourself in your business. If you struggle with narrowing your focus, I’m here to help. Sign up Here for The best tips on Visibility to your market today and you’ll receive 25 Ways to Fire Your Boss

The Death of Influencer Marketing

Great Exaggerations: The Death of Influencer Marketing

“The reports of my death have been greatly exaggerated” –Mark Twain

Over the last couple of years, as the FTC, FDA, and Google implemented specific guidelines for compensated posts on social media. Some large companies have gone public saying that influencer marketing isn’t giving them the returns they wanted.

This has caused some folks to despair. They have declared that influencer marketing is dead.

I mean, if an influencer promotes you on Twitter but has to use the hashtag #ad, you’ll lose the credibility an influencer is supposed to give, right?

Not quite.

What is Influencer Marketing?

Influencer marketing is the process of having people with strong online followings review or promote your product or service. You focus on using thought leaders or other respected individuals to gain credibility for your offering.

Celebrity endorsements are a long-standing form of influencer marketing. So are sponsored blog posts, sponsored tweets, Instagram posts, and more.

Influencers can be paid or unpaid for their endorsement. Most of the time there is some sort of compensation, which now requires clear disclosure.

What IS Dead About Influencer Marketing

The reason that many organizations are fed up with influencer marketing is because they aren’t using people for their influencer.

They’re using them as a digital billboard.

So a major sports figure on Instagram holds up Gatorade. So a supermodel takes a picture with a specific face cleanser. Is that going to drive major sales of the product?

No.

We’re jaded. We know that Bryce Harper or Kim Kardashian or whoever is a paid spokesperson. We know they don’t use or care about the product. We’re not impressed.

That’s the problem with influencer marketing done wrong. You are obviously paying an advertiser. It doesn’t feel authentic. We keep scrolling.

How to Do Influencer Marketing Right

Well, if influencer marketing isn’t dead, how can you take advantage of it?

There are several tips that are vital. However, the most important aspect is your mindset.

Influencer marketing is about an authentic connection with another person’s audience.

 

If you remember that, you’ll do well. (Click Here for more on Building this!)

Find the Right Influencer

Choosing an influencer based merely on the number of followers they have is a losing proposition. Instead, ask these questions:

  • Does this person use my type of product or service in their life?
  • Are they the type of person who could genuinely promote or review my offering?
  • Is their audience similar to my target market?
  • How engaged is their audience?
  • Has this person shown the ability to inspire action in their followers in the past?

With the answers to these questions, you’ll have a short-list of influencers who may work well for your marketing outreach.

Build the Relationship

No one likes to be used. While some people are willing to be used for the right amount of money, their reviews or endorsements won’t be as authentic.

Instead, research the people you are considering as influencers. Find out what’s important to them. Investigate their guidelines for promotion, if they have any posted.

Then, reach out authentically. Talk about why your product or service would benefit their audience and share why you chose them as an influencer instead of someone else.

Keep the Conversation Going

Don’t see an influencer relationship as a one-time advertisement. Instead, engage with the new audience and the influencer over time. Find a way to connect that serves both you, the influencer, and the audience.

Can you offer coupons from time to time? Can the influencer ask his or her audience for feedback on your behalf? Can you answer questions?

Whatever you can do to keep the relationship strong over time will pay off in the end. Many times, a consumer has to see or hear about your product or service multiple times before they’re ready to buy. By keeping a conversation going, you’ll increase conversions.

Find Advocates

The best influencer marketing feels like consumer advocacy. It’s something that truly fits the influencer and his or her audience, and it’s beneficial to that target market.

When you find a few great fits and build those relationships over time, you’ll get incredible returns that will far surpass those big-name companies that are paying for a famous person to pose with their product on Instagram.

In short, influencer marketing is alive and well – if you do it right.

Personal Branding: Its Essential

Answer quickly: What does Gary V have that you probably don’t have?

 

Nope. It’s not hustle, a ridiculous work ethic, or a million dollars.

 

It’s a personal brand.

 

What does Gary V sell? He sells himself, and he does it very, very well.

 

I mean, it’s as simple as the fact that I can say “Gary V” and you instantly know what I mean. So why does it work – and more importantly, how can you create one too?

 

Why a Personal Brand Works

People do business with those they know, like, and trust. A personal brand helps people feel that they know more about who you really are, which helps them develop the “know, like, and trust” factor.

 

When you develop a personal brand, you don’t focus your messaging on what you sell, you focus your messaging on who you are and why you’re driven to serve others. This helps tie into another key marketing principle – people love to shop but they hate to be sold.

 

If you’re focusing on portraying who you are and why you’re serving your audience, you avoid the feeling of “selling” while you are, in fact, boosting the credibility of your products and services.

 

Finally, people buy based on emotions and justify their decisions with logic later. By building an effective personal brand, you’re building a bank of positive emotions with your targeted tribe. When they see that you have a product or service for sale, they’ll be more likely to buy from you.

 

How to Build an Effective Personal Brand

I want to get one misconception out of the way right away – an effective personal brand does not have to mean that everyone likes you and you offend no one. In fact, you may turn off a large group of people.

 

What matters is that you connect deeply with your target customers. You want to build a loyal group of followers – a tribe – and that means you have to take a narrow focus that appeals especially to them.

 

Let’s look at Gary V again. He’s got an incredibly passionate tribe who hangs on his every word. People who want to hustle at the level that Gary does. People will sacrifice everything in order to succeed. To them, Gary is a hero.

 

And then there are detractors. Have you ever had someone write in Inc magazine that your theories could destroy others’ businesses? Gary V just shakes it off. He’s not for them, he is for his own tribe.

 

Some other methods that will help you build your personal brand:

  • Have a Clear Message. Know what you’re portraying and to whom. Gary V started with a message based on a single word: Hustle. Your message should have that same focus and clarity.
  • Be Consistent. As someone building a personal brand, you have to keep your public persona consistent. Share the same message and focus on LinkedIn as you do on Facebook, Twitter, Instagram, and other social media platforms.
  • Be Unforgettable. One benefit to being controversial is that people remember you. Love you or hate you, they remember. As someone building a personal brand, you can’t afford to be bland or sound like everyone else.
  • Focus on Exposure. In order to build your personal brand, you have to be visible. Be active on the same social media outlets your customers frequent. Create content – videos, and writing – that gets shared.
  • Be You. You won’t be successful if you try to be another Gary V or another famous personality. Those folks are taken. Be you, connect with your tribe, and watch your brand grow.

 

What do people think of when they think of you? Not sure? By clarifying your message and focus you can increase the business seeking you out versus chasing people down!

Ask me how you can get results like my average clients ROI of 5 figures. 

I have been a professional coach for almost three years and the value my clients get from coaching with me changes lives. When you are able to become location independent, leave your 9 to 5 or work from the beach, trust me you’ll wonder what took you so long!

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