![Give me context not content
The primary purpose of your communication is to inspire, educate and convert. A
context-writing approach saves you time, and allows you to focus on being personal
and entertaining. We recommend you choose this over going through hefty research
to produce a piece of “original” content.
You can leverage, cite, and partner with existing content providers already out there,
and then dee-jay the content by adding context to it.
Some examples of a fresh context twist:
∎ Familiar content expressed through a different format [quick vine tips?]
∎ Leveraging Current Events [Hubspot wrote a great piece on this]
∎ Play the devil’s advocate [what if offline customer acquisition is cheaper?]
∎ Re-imagining content in terms of another industry
13](https://image.slidesharecdn.com/rainmaking101-160102203656/85/Rainmaking-101-3-ways-to-get-your-initial-customers-to-market-for-you-13-320.jpg)
Rainmaking 101 - 3 ways to get your initial customers to market for you
- 1. RAINMAKING 101 3 ways to get your initial customers to market on your behalf A TribeTactics.com minibook
- 2. HELLO (!) 2 2. WHAT YOU WILL GET 1. Generate more conversations about your startup by making them feel good. 2. Increase trust in your startup through intelligent empathy. 3. Foster a community by seamlessly blending in the environments where your customers are. 3. LAST THING: A LITTLE GIFT FOR YOU After reading this minibook, email us at hello@tribetactics. com with your biggest marketing challenge with your business and receive your 2 free quick wins that your startup can leverage right now. On the house and compliments of the chef. 0. WELCOME TO THE minibook We are going to show you how to grow your startup brand effectively using 3 quick tactics that get your customers marketing on your behalf. They take little effort to execute but help you achieve maximum results from your marketing efforts– results that have bottom-line return. 1. WHY IT’S IMPORTANT People do not listen to influencers and digital advertising half as much as they listen to their friends who are like them. The 3 tactics shared here will help propel your content in a solid grassroots fashion, making sure it resonates with people on an individual level, so they are motivated and inspired to share it with the people they care about.
- 3. CONTENTS ∎ Part 1: MAKE ME LOOK GOOD ∎ Part 2: GIVE ME CONTEXT NOT CONTENT ∎ Part 3: BE MORE CULTURED ON SOCIAL 3
- 5. Make me look good. “What will this say about me?” is the subconscious thought someone has when they are deciding whether to share your product or piece of content onwards to their circles. Social Currency is one of the biggest motivations that people have to talk about or share something. Social Currency is anything that makes the person feel important or look good. Think insider information, invite-only events and products, or just genuine new information. When we create something that makes the very act of sharing it makes the customer look good, they have a much better drive to pass it on. People love sharing stuff that makes them look good. 5
- 6. Make me look good. Successful brands find opportunities to make someone feel like a pioneer, a receiver of something exclusive, or someone who has original and authentic taste. To get started, think of how you can add Social Currency to: ∎ Your Packaging ∎ Your Distribution Strategy ∎ Your Tone on Social Media ∎ Your UX ∎ Your Email Communication 6
- 7. A PICTURE IS WORTH A THOUSAND WORDS 7
- 8. Make me look good. As a marketers, we have control over the customer experience journey, and can map out all the things that a customer touches. To get more people talking about your brand, Every time we create something new, stop and ask yourself: how am I going to communicate and frame this in a way that makes the person who receives it feel important and look good? When you do that frequently enough, you will find yourself getting into the habit of identifying novel areas where you can innovate and capture your customer’s interest so much they just have to tell a friend. 8
- 9. GIVE ME CONTEXT NOT CONTENT 9
- 10. GIVE ME CONTEXT NOT CONTENT 10
- 11. Give me context not content It’s 2016. And customers have seen all sorts of original content at this stage. At TribeTactics, we believe a successful startup today needs to be more competitive to keep a healthy level of inbound traffic flowing. If you really wanted to you can search up quality content on just about just about any topic. Similarly, your customers are not coming to your website or social media to consume content which they can get similar to elsewhere. They want street. Context, is the new smoking. Because it provides your customers with content personal to their particular circumstances, and is situation-specific. This means that buyer personas are more important than ever, and what stage of their buyer journey they are at. If you like, we can advise you on this. 11
- 12. Give me context not content By focusing on context, your content and communication stands out to your intended tribe. They will feel that you are not only addressing topics that are important to them, but also speaking in terms of contexts and situations familiar to them. When you practice this, it assures your customers that you are on the same page, allowing them to perceive you as relevant and even entertaining - by putting a FRESH and original context spin on content they might have seen in the past. Furthermore: empathy, REALLY SELLS 12
- 13. Give me context not content The primary purpose of your communication is to inspire, educate and convert. A context-writing approach saves you time, and allows you to focus on being personal and entertaining. We recommend you choose this over going through hefty research to produce a piece of “original” content. You can leverage, cite, and partner with existing content providers already out there, and then dee-jay the content by adding context to it. Some examples of a fresh context twist: ∎ Familiar content expressed through a different format [quick vine tips?] ∎ Leveraging Current Events [Hubspot wrote a great piece on this] ∎ Play the devil’s advocate [what if offline customer acquisition is cheaper?] ∎ Re-imagining content in terms of another industry 13
- 15. Be more cultured on Social When first building a tribe for your startup, your main vehicle of communication to foster desire for what you sell is the sum of all the pieces of content, how you said it, and how culturally relevant it is to whatever device and platform they saw it on. Social etiquette. TribeTactics Definition Brand Personality = (What you Shared + How you Said it) x Culture Fit What You Shared: Buyer Persona-relevant Content How You Said it: Content Format and Context Culture fit: Platform-relevant, device-relevant, time-relevant Language and Style Another word for culture fit is how NATIVE you can be on different platforms (Vaynerchuk, 2013). Aesthetically but more importantly, linguistically. 15
- 16. Be more cultured on Social When your social etiquette is resonant and in sync with how your customers naturally speak online, they begin to notice and develop affinity towards your brand and what you sell. Social etiquette is how you communicate this while being mindful of the place you’re in. Not necessarily polite, just mindful. For example, the same customer can be on different places online, but in different headspaces. You can use those as opportunities to be hyper-relevant. Think of each customer as a well-traveled, cultured person. Every time they travel to a new city (platform) they are able to fit into the culture, and speak the language. What’s your tribe’s culture? How are you attuned to it? 16
- 17. Bring the attention of your audience over a key concept using icons or illustrations 17
- 18. Be more cultured on Social Take LinkedIn as an example. When your customer is there, they are focused on growing their professional influence, getting more endorsements, and more profile views. Perhaps even a better job. What kind of content can we create that will help them get more of their desired goals? Speaking the language is often more important than speaking the topic as discussed earlier on context. When you frame your communication with respect to different cultures on different Your customers and their respective circles will notice. They are more likely to mention you more because your personality is expressed in a culture-friendly manner that feels natural and relevant to them and their friends. Observe how your customers speak online. How they choose their intended audiences and where they post to reach them. With this in mind, you can make better-informed decisions about what kind of content to post and where, and most importantly, how to say it such that you are speaking their language. 18
- 19. LET’S REVIEW Make me look good Design product, content, and experiences that make the beholder feel important and look good so they’re motivated to share it. Give me context not content Adopt a context-first approach to stay effective. Become sensitive to situation-specific problems your customers need you for and deliver. Be more cultured on social Notice how your particular market speaks. Use the same words they use, and think the same way they do to develop trust on the path to building your tribe. 19
- 20. YOU JUST READ YOUR FIRST minibook! our office 20 WHO ARE WE? TribeTactics is a marketing agency for European startups focused on growth. The startups we helped grew in brand awareness and product sales. Our content, growth kits, and services help you do 3 things: ● Find the customers that most need you ● Enchant and sell to them ● Inspire them to tell their friends We will write more whenever inspiration strikes so stay tuned!
- 21. GIFTWhat’s your biggest marketing challenge right now? Get your 2 FREE quick wins tailored for your case. You can email us at hello@tribetactics.com We look forward to hearing from you! 21 We also tweet our favorite marketing book quotes! Follow us @TribeTactics