Which do you want? A Tribe or a Transaction?

When is the last time someone tattooed your company logo on their bicep?

I am guessing, it wasn’t anytime recently, if at all.

Yet there are brands that have created communities that go to extremes, like Apple Fans who get in line the day before the newest release or Harley Riders who wear their logo on the suit their momma gave them… aka a tattoo of course. (Get your mind out of the gutter!)

While there are other phone types and other motorcycles, they haven’t gotten to tribe level…

But the question is, as a business, can we?  (Spoiler alert… yes. Yes, you can.)

I just interviewed Robert Skrob of Membership Services, Inc. for my upcoming book, The 12-Minute Social Media Cash Machine (more details on that soon), and he gave some incredible insights on how to create a tribe versus a customer transaction.  A few golden nuggets and how to apply them to your Facebook marketing:

• Focus on the transformation, not the transaction. Instead of describing your products, programs and services, describe how they are transforming the lives of those you work with.

For example, for one of our private clients Stephen Oliver, we target Martial Art Studio Owners with a lead magnet that shares strategies from studios around the country.  The lead magnet isn’t all about Stephen or his program. Instead, it is about the successes of his members.

• Make your clients, members or patients celebrities. Not your product or service.

Shine the spotlight on those you serve. Your customers make for interesting and entertaining content and they are more likely to share something they are a part of. I have leveraged this strategy for each of my book launches, which has helped propel each one to Best Seller status.

• Focus on what they want. Not on what you sell.

What is it that your target marketing is really looking for? Not on the surface, but down deep. Like, Oprah might make you cry kinda deep.

Not the outcome you provide but the reason they want it in the first place.

Focus your posts around what they are truly seeking. For example, our client Stephanie Chung wants to work with those who want to make sales of high-end items, aka, they aren’t the cheapest in town. She focuses on the challenges and goals they seek.

Start leveraging these strategies and begin to turn those you service from customers to community members who can’t wait to share your excellent product, program or service with others.