Four Differentiated Marketing Tactics Using Community and Audience

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

Listed here are 4 intriguing approaches it instructed utilizing group and viewers — and why we expect they’re beneficial for entrepreneurs.

Within the newest episode of Marketing Against the Grain, we experimented with ChatGPT to develop a differentiated advertising technique for buying the primary 1,000 clients for a hypothetical SaaS product.

We aimed to bypass widespread ‘finest practices’ and as an alternative iterate on concepts that deviated from the norm or provided us a recent angle, whereas nonetheless enabling us to rapidly scale.

Whereas the real-time integration of AI was the entertaining (and unpredictable) spotlight of the episode, ChatGPT supplied a number of solutions to enhance our advertising approaches by tapping into our model’s viewers and group.

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

4 Differentiated Advertising and marketing Ways Utilizing Group and Viewers

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

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

Whereas most entrepreneurs concentrate on perfecting their message to spotlight their product’s strengths, the counter-intuitive strategy embraces vulnerabilities to construct deeper emotional connections and makes use of creativity and boldness to interrupt by means of the noise.

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

HubSpot did precisely this in its early days by instantly addressing the core inefficiencies that gross sales, promoting, and advertising groups have been going through with conventional outbound advertising.

On the time, promoting within the Yellow Pages was turning into ineffective as individuals have been discarding telephone books with out even trying by means of them. TV advertisements have been additionally dropping their influence, as viewers fast-forwarded by means of commercials with their new DVRs.

HubSpot acknowledged these ache factors, constructed a model technique round them, after which offered their inbound marketing answer as a superior various. The remainder is historical past.

2. Flip the gross sales course of.

One other efficient tactic from our ChatGPT experiment is to reverse the standard sales process.

For instance, as an alternative of the traditional strategy of pushing your product, invite potential clients to interact in distinctive challenges or interactive occasions that not directly reveal the restrictions of their present options.

I like this methodology as a result of it curates a private and hands-on understanding of your product’s answer and worth.

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

Individuals competed in Excel-related challenges, showcasing the capabilities and advantages of the software program in a brand new and entertaining means, ultimately going viral on TikTok and Twitter and capturing thousands and thousands of views on YouTube. Not unhealthy for a software program that is nearly 40 years previous.

3. Curate surprising person experiences.

A 3rd tactic instructed by ChatGPT is to create radical experiences that shock and delight your viewers.

Whereas this would possibly initially sound like an apparent suggestion, this strategy goes properly past merely having a standout product or function.

As a substitute, it is about curating a model expertise that is so distinctive and interesting that it defies your viewers’s expectations and compels them to speak about it, constructing buzz and phrase of mouth.

An actual-world instance of that is multi-billion greenback firm Mailchimp, which differentiated its e-mail advertising model so unconventionally that folks constantly selected them over the competitors — even when the competitors was extra technically superior and well-known.

Why? Kieran says it finest throughout the podcast: “Completely different is way more memorable, way more sticky.“

4. Construct your tribe.

A remaining thought from our ChatGPT experiment is to dedicate assets to fostering focused, community-driven engagement.

For instance, as an alternative of specializing in broad market acquisition, consider making a loyal tribe of followers by means of mastermind teams, unique content material, and member-only occasions.

These methods develop a way of belonging and advocacy, positioning your model as a central hub on your viewers.

Certainly one of Kipp’s favourite assets on this subject is Seth Godin’s e book, Tribes.

Right here, Godin talks concerning the significance of main and connecting individuals who share a typical curiosity, leading to an viewers that successfully builds buzz by sharing their information and optimistic experiences.

Making use of Differentiated Advertising and marketing Ways to Construct a Sturdy Group

Turning your viewers right into a devoted group elevates a model to a wholly new degree — however this requires assets, group, and objective.

Listed here are 5 sensible tricks to remodel your viewers right into a loyal and engaged group, utilizing the differentiated advertising techniques we’ve mentioned and our Community Management Templates.

1. Assess the present panorama.

Decide where your audience engages, whether or not owned or unowned, and in the event that they already determine as a group. This helps you perceive your start line and essential changes.

2. Perceive your group’s wants.

Determine why your group exists and who it serves. Understanding the core wants of your members, like how HubSpot recognized the inefficiencies confronted by outbound gross sales groups, creates a targeted and engaged group,

3. Map the member journey.

Perceive the experiences of latest, passive, engaged, and advocate members. Tailor your tactics to nurture each type of member and foster a thriving group.

For instance, creating distinctive challenges or interactive occasions can have interaction members at totally different phases and showcase your product’s corresponding strengths.

4. Tackle member wants.

Search and solve for the specific needs of your members. Offering actual worth — like masterminds or unique instructional occasions — will delight your customers and maintain them engaged.

5. Develop and iterate member profiles.

Create and refine detailed buyer personas to symbolize totally different person varieties. These profiles assist tailor your engagement methods to satisfy the evolving wants of your numerous viewers.

To observe our complete ChatGPT advertising experiment, take a look at the total episode of Advertising and marketing In opposition to the Grain under:

This weblog collection is in partnership with Advertising and marketing In opposition to the Grain, the video podcast. It digs deeper into concepts shared by advertising leaders Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (SVP, Advertising and marketing at HubSpot) as they unpack development methods and be taught from standout founders and friends.