4 tribetailing marketing strategies to grow brand awareness and drive conversions.

One of the most recent methods of effective marketing involves identifying a niche group of consumers who are passionate about a cause and often have a strong leader committed to achieving a goal or set of objectives. In the so-called “tribetailing model,” businesses curate a set of products designed to appeal to the very specific needs of this restricted buyer base. But how do you go about making this happen in order to bring clients to your brand and ultimately create long-term customers and robust sales?

Personalized marketing explained.

In general, today’s consumers are seeking a comprehensive shopping journey in which they are at the center. No longer are simple, secure transactions made through online or in-store payment processing enough. This is where personalized marketing enters the picture.

In order to make the brand uniquely relevant, companies are now leveraging buyer data to craft the tailored messages and promotions that are sent to each shopper. The end goal is to launch and continue an ongoing conversation curated to each person so that they remain engaged with the brand and are inspired not only to buy products or services but also to share their excitement with others in person or via social media.

Personalized marketing vs. tribetailing.

In personalized marketing, you gather and analyze details about your customers that you can then use to communicate with them. The goal is to create a curated buying experience. While tribetailing still involves a similar objective of providing customized items or services, the difference is that your focus should be on finding out which products meet the needs of your target group and then coming up with ways to let the “tribe” know that your business is optimally positioned to be the primary purchasing source.

1. Send targeted emails.

One secret of successful tribetailing is the communication that takes place with influential members of the group. This could be a single leader or several people who are involved in shaping the thinking and behavior of the community as a whole.

As with any type of marketing, one of your biggest priorities is to get the word out about who you are, what you have to offer and what sets you apart from the rest of your competitors. But instead of directing a campaign toward individuals as with standard personalized strategies, tribetailing needs to speak to influencers. To learn exactly who these power brokers are involves extensive research into websites and social media as well as a willingness to make repeated contacts before you find the correct listening ear near the top of the group’s hierarchy.

2. Create customized videos and blog content.

Now that you know to whom you should speak, it’s time to take your message to the next level. Of course, you should still find ways to engage with rank-and-file members of your target group via conventional email and social media channels that give them opportunities to learn about your offerings and engage in conversations with other members of the community as well as your representatives.

While this is going on, however, the bulk of your attention should be directed toward approaching leadership. Only after you understand their pain points and what motivates the group can you effectively communicate to them in personalized emails, videos, and phone conversations why your company is uniquely positioned to provide the goods and services they need.

3. Make laser-focused product recommendations.

If you are lucky enough to obtain analytical data about the demographics and preferences of the group, you can make your business even more attractive to the movers and shakers who will be guiding the entire group’s buying decisions. Your retail merchant account provider might be able to furnish you with additional analytics tools that can help you to gain intelligence on this important question. Then it simply becomes a matter of refining your product offerings to fit with what the tribe is demanding.

4. Use old-school marketing techniques to close the sale.

Now that you know about the people and the products, you can take advantage of some tried-and-true marketing hooks that will actually get the merchandise into their hands. Because no one wants to miss out on a good deal, create time limitations that encourage tribe leaders or their representatives to close the sale. Let them know about curated discounts, offer free shipping, and launch a loyalty program that incentivizes regular purchases. Finally, consider offering multiple payment options to make it as easy as possible for the group to make the purchase, including furnishing them with the option of recurring billing.

Tribetailing is today’s unique spin on standard personalized marketing campaigns. For certain types of businesses, it makes it possible to sell goods and services in a way that is uniquely appealing and effective. Why not take a deep dive into your business model to see if it’s right for your company? You have nothing to lose and everything to gain.