Find Your Tribe

At the end of the day, social media marketing is about finding the people for whom your products and services are a great fit. It means not only being seen by people who need or want for your stuff, but it means showing up in a way that appeals to them, speaking in the way they want to be spoken to, and about forming a relationship. It’s all about interaction and the establishment of trust.

Relationships and trust in business have always been cornerstones of success, but with so much information available online, they’ve also become a filtering tool to help us make decisions. One of the reasons social media marketing is so powerful is because most people will trust a recommendation from a friend, and the interactive nature of social media makes those kinds of recommendations so easy, it’s become part of our social behaviour.

The concept of finding your tribe is all about leading with value and generosity, and being known for more than just what you sell. The goal is to establish genuine relationships and for people to not only trust you enough to buy from you, but to also care enough to tell their friends and to become loyal and true advocates for what you do. Therefore, it’s not about mass marketing and trying to appeal to everyone, but quite the opposite.

Pre-internet, particularly pre-social media, marketing was predominantly mass marketing. It was all about reaching as many people as possible in the hope that enough of them would buy your stuff over your competitor’s. It was more about short term sales, less about the lifetime value of the relationship you have with your customers and not the way any savvy business owner should approach their marketing today.

Savvy business owners approach their marketing with a Tribe mentality. They set out to find the people they can best serve and they ask themselves questions like, how can I make a difference? How can I help my tribe? How can I lead them? How can I give them value? How can I reach out and help them solve their problems? But most of all, what do they value and how can I connect on that?


Those answers will be different for every business and that’s precisely why there is a unique tribe for every business, and precisely how and why you can stand out even with a boring, commodity-type business in a sea of competition. It’s because when you find the people you really want to serve and design everything you do around serving them better than anyone else, your marketing will no longer feel like marketing. To you it’ll feel like purpose and to your tribe, it’ll feel like a gift. Imagine the feeling of standing out like that.

Thank you for reading - I really hope you've found some value in this. If you have something you'd like to share, I'd love it if you'd comment below, or if you want to have a chat about content for your Tribe, email me at andrea@pepperstreetsocial.com, or click here to fill in the contact form on my Work page. I'd love to hear from you.

Andrea