Can you imagine a world where loyal customers are organically spreading the word about your brand, defending your reputation online and consistently providing valuable feedback that allows you to innovate and grow? This is the power of tribes. Brand tribes consist of people linked by a shared belief, who are capable of collective action – these are your true believers, brand champions and ultimate promoters. And in 2023, brands are quickly realising that having a tribe is one of the most valuable assets when it comes to catapulting your business into the limelight.
Not only can a tribe of dedicated followers provide brands with a much-needed edge in the current competitive marketplace, but they can also help to boost brand recognition, promote a sense of belonging, create long-term customer loyalty and, in turn, help yield significant profits. Segmentation may have been known as the “gold standard of brand marketing”, but pigeon-holing audiences based on demographics, behavioural characteristics and psychographic research, doesn’t reflect the diversity and changing nature of today’s society; in steps the emerging new dimension of “tribal marketing”. In contrast to traditional marketing approaches where segmentation, personalisation and one-to-one relationship building are paramount, “tribal marketing” is a novel approach, where brands are choosing to shift their focus towards facilitating and gathering a group of people to create a renewed sense of community that ultimately strengthens relationships between consumers and their brand.
Some experts have even gone as far as to say that building tribes around your brand is the future of marketing, so smart content marketers should start to think about embracing this new wave. In an arena flooded with pay-per-click advertisements, gaudy pop-up banners and unimaginative marketing campaigns that miss the mark, it’s time to turn our focus back to people, customer satisfaction, and brand ambassadors to elevate your marketing game. So, join Wordsmith, as we take you through a step-by-step guide on how to bolster the “tribe effect”.
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