Encouraging Repeat Business: 3 Ways To Build A Tribe Around Your Brand
By Rebekah Henson May 13, 2013
Email marketing and social media together are powerful tools for
Email marketing and social media together are powerful tools for building a following for your business. But how can they help you as a local small business owner?
Welcome to the tribe mentality. Your tribe is a fiercely loyal following of customers who are excited about your business.
Using the connecting power of social media and the communication power of email, you can effectively build your following where it matters most – right in your own community.
Building a “tribe” means building relationships with your customers. Email campaigns and social networks extend your reach to locals who might not have noticed your business before. But that doesn’t mean you can give up building relationships in person.
Get involved in community events. Growing a local business is about getting to know the people who support you. Set up a table at the annual street fair. Arrange events with other shop owners on your block. The more relationships you can build in your community, the more buzz your business will get.
Social networks have the power of connecting people to each other – and if some of those people happen to be talking about your business, that helps create a bigger fan base for you.
Building a tribe means connecting people who are most passionate about your business with each other. As Seth Godin mentions, “It gives them a story to tell and something to talk about.” And social media talk = free buzz for your business.
What stories will you give people to tell? Here are a few ideas bound to get people fired up and wanting to support you:
Share Your Successes
Whether it’s winning a local competition or breaking an awesome sales goal, share it on your social networks so your customers can see what they’ve helped you achieve (and spread the buzz themselves!)
Lucky’s Last Chance, the People’s Choice Award winning burger joint in Manayunk, Philadelphia, PA
Share Insider Secrets
Nothing gets a fan base fired up more than a sneak peek at insider info. Beauty subscription service Birchbox knows this, and knows how to build up buzz with anticipation:
Share Your Customers’ Stories
Did a customer send you some positive feedback? Quote it on your social networks. Has your establishment done something to make a customer’s day better? Brag a little bit. This shows your human side and builds your cred when others see how much you value your customers. Who wouldn’t want to support a business like that?
Wexford Jewelers congratulates a new couple who got engaged with one of their rings.
Tie It Together With Email
Social media connects your customers to each other around your brand. Email connects you directly to your customers.
Email encourages loyalty from your customers. Someone who found you on a social network or stumbled across your storefront on a Saturday afternoon might not feel inclined to buy from you. But when you’re in their inbox regularly, customers who might otherwise have been one-time visitors will remember you first the next time they’re ready to buy something.
Your email campaign can also tell your business’s story to further connect with new customers. Write a welcome email that personally introduces you or your staff. Talk about how you got here and why. Let them in on a personal level.
Telling your story can even be as simple as using inviting language. DailyCandy is great at this, gushing about things they love and want to share with you, too.
Sharing your story can even be as simple as injecting a little personality into your emails. Shanalogic always includes a small anecdote from the owner:
Your Brand Is Your Community
Making your brand a community unites your customers. Who doesn’t want to be a part of something? And ideally, they’ll invite more people to join them.
What are some ways you’ve built a community around your own business? How has it worked for you?