Who is your offering for? When you know this, you’ve made a huge step forward. The old way of thinking about this “who” question was through demographics; segmenting the world based on age or sex or race. But, that’s not that relevant.
What’s relevant is the stories that people tell themselves.
You want to find a group of people that share the same dreams, that share the same fears, that share the same histories and stories. You can call these people your “tribe”.
You want to reach and serve this tribe. And once you’ve identified your tribe, you want to make sure that you’ve identified them in a way where you know where they hang out because it’s a lot easier to reach out to people if they’re all on the same island than if they’re spread out everywhere.
You want to make sure that you know your tribe and you know where your tribe hangs out.
Let’s take Namita for example. She’s thinking, “Who are we going to serve with our search engine optimization offerings?” Namita might think, “Well, I know a lot about travel and travel writing and I also really value lifelong learning and e-learning. So, what tribe could I serve well with these skills and special characteristics?”
She might think, “Alright, so travel and e-learning. Maybe an international school for graduate students. Maybe that’s a good tribe for me to reach out to. Maybe travel organizations that specialize in educational experiences. That’s another tribe that I might reach out to.”
Now, Namita knows her tribes and she’s going find out where they hang out.
What blog do they read?
What newsletters do they subscribe to?
Once she has that equation, she knows a lot more about the audience that she’s serving, which is critical to success in marketing.
These ideas come from Seth Godin, who’s a brilliant marketer. You might want to check out his blog or read some of his work.
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