Four different marketing strategies using communities and audiences

Kieran and I performed an experiment with ChatGPT to brainstorm an unconventional advertising plan.

Listed here are 4 fascinating approaches to utilizing communities and audiences — and why we expect they’re invaluable for entrepreneurs.

Within the newest episode of Advertising and marketing In opposition to the Grain, we experimented with ChatGPT to create a unique advertising technique to accumulate the primary 1,000 clients for a hypothetical SaaS product.

We aimed to bypass widespread ‘greatest practices’ and as an alternative iterate on concepts that deviated from the norm or provided us a special approach, whereas nonetheless enabling us to scale shortly.

Whereas the real-time integration of AI was the entertaining (and surprising) spotlight of the episode, ChatGPT supplied a number of solutions for bettering our advertising method by tapping into our model’s viewers and neighborhood.

Listed here are 4 of our favorites, together with sensible ideas, examples and sources

4 totally different advertising methods utilizing communities and audiences

1. Pitch the issue (not simply the answer).

One tip from ChatGPT that we love is to form your model’s messaging Spotlight your viewers’s particular challenges and ache factors.

Whereas most entrepreneurs give attention to perfecting their message to focus on their product’s strengths, the counter-intuitive method embraces weaknesses to create deeper emotional connections and breaks by way of the noise utilizing creativity and boldness.

It is about assembly your viewers the place they’re and displaying that you simply really perceive their struggles.

HubSpot did simply that by immediately addressing the important thing inefficiencies that gross sales, promoting and advertising groups confronted with conventional outbound advertising in its early days.

On the time, advertisements within the Yellow Pages had been changing into ineffective as individuals had been discarding cellphone books with out even taking a look at them. TV commercials had been additionally dropping their affect, as viewers fast-forwarded by way of commercials with their new DVRs.

HubSpot acknowledged these ache factors, constructed a model technique round them, after which introduced their inbound advertising resolution as a superior choice. The remainder is historical past.

2. Flip the gross sales course of.

One other efficient method from our ChatGPT check is Reverse the standard gross sales course of.

For instance, as an alternative of the standard method of pushing your product, invite potential clients to interact in distinctive challenges or interactive occasions. which not directly demonstrates the constraints of their present options.

I like this technique as a result of it’s a remedy A private and hands-on understanding of your product options and worth.

An important instance of this technique is the Excel Olympics, which turned a well known legacy software program instrument right into a aggressive occasion.

Contributors competed in Excel-related challenges, showcasing the software program’s capabilities and advantages in a brand new and entertaining method, Lastly Going viral on TikTok and Twitter and capturing tens of millions of views on YouTube. Not dangerous for a software program that’s nearly 40 years outdated.

3. Remedy unpredictable consumer experiences.

A 3rd method instructed by ChatGPT is Create radical experiences That surprises and delights your viewers.

Whereas this may increasingly initially sound like an apparent suggestion, this method goes past merely having a standout product or function.

As a substitute, it is about making a model expertise that is so distinctive and interesting that it defies your viewers’s expectations and will get them speaking about it, producing buzz and phrase of mouth.

An actual-world instance of that is the multi-billion greenback firm Mailchimp, which has differentiated its e-mail advertising model so unconventionally that individuals continually select them over the competitors — even when the competitors is extra technologically superior and well-known.

Why? Kieran says it greatest in the course of the podcast: “Totally different is way more memorable, way more sticky.“

4. Construct your tribe.

A last takeaway from our ChatGPT experiment is to dedicate sources to rising focused, community-driven engagement.

For instance, as an alternative of specializing in broad market acquisition, focus Constructing a loyal tribe of followers by way of mastermind teams, unique content material and members-only occasions.

These methods place your model as a central hub to your viewers, creating a way of belonging and assist.

One among Kip’s favourite sources on the topic is Seth Godin’s ebook, tribe.

Right here, Godin talks in regards to the significance of main and connecting individuals who share a typical curiosity, thereby creating an viewers that successfully shares their data and constructive experiences to create buzz.

Making use of differentiated advertising methods to construct a powerful neighborhood

Turning your viewers right into a devoted neighborhood elevates a model to an entire new degree — however it requires sources, group and goal.

Listed here are 5 sensible ideas for reworking your viewers right into a loyal and engaged neighborhood utilizing the totally different advertising methods we have mentioned and our neighborhood administration templates.

1. Assess the present panorama.

Decide the place your viewers engages, whether or not owned or owned, and whether or not they already determine as a neighborhood. This helps you perceive your place to begin and the required changes.

2. Perceive the wants of your neighborhood.

Discover out why your neighborhood exists and who it serves Understanding the important thing wants of your members, like how HubSpot recognized the inefficiencies confronted by outsourced gross sales groups, creates a targeted and engaged neighborhood,

3. Map the member journey.

Perceive the experiences of latest, passive, engaged and advocate members. Construct your methods to nurture every kind of member and nurture a thriving neighborhood.

For instance, creating distinctive challenges or interactive occasions can have interaction members at totally different ranges and showcase the respective strengths of your product.

4. Deal with the wants of members.

Seek for and tackle particular wants of your members. Offering actual worth — like masterminds or unique instructional occasions — will delight your customers and preserve them engaged

5. Develop and iterate member profiles

Create and refine detailed purchaser personas to symbolize totally different consumer sorts. These profiles assist tailor your engagement methods to fulfill the evolving wants of your numerous viewers

To see our full ChatGPT Advertising and marketing check, try the complete episode Advertising and marketing in opposition to the grain under:

This weblog collection is in partnership with Advertising and marketing In opposition to the Grain, a video podcast. It digs deep into concepts shared by advertising leaders Kip Bodner (CMO at HubSpot) and Kieran Flanagan (SVP, Advertising and marketing at HubSpot) as they unpack development methods and study from standout founders and friends.