4 Differentiated Advertising Techniques Utilizing Group and Viewers

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

Listed below are 4 intriguing approaches it prompt utilizing neighborhood and viewers — and why we predict they’re invaluable for entrepreneurs.

Within the newest episode of Advertising Towards the Grain, we experimented with ChatGPT to develop a differentiated advertising and marketing technique for buying the primary 1,000 prospects for a hypothetical SaaS product.

We aimed to bypass frequent ‘finest practices’ and as an alternative iterate on concepts that deviated from the norm or supplied us a contemporary 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 offered a number of options to enhance our advertising and marketing approaches by tapping into our model’s viewers and neighborhood.

Listed below are 4 of our favorites, together with sensible suggestions, examples, and sources.

4 Differentiated Advertising Techniques 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 give attention to 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 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 and marketing groups have been dealing with with conventional outbound advertising and marketing.

On the time, promoting within the Yellow Pages was turning into ineffective as folks have been discarding telephone books with out even wanting by them. TV advertisements have been additionally shedding their impression, as viewers fast-forwarded by commercials with their new DVRs.

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

2. Flip the gross sales course of.

One other efficient tactic from our ChatGPT experiment is to reverse the normal gross sales course of.

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

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

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

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

3. Curate sudden consumer experiences.

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

Whereas this may initially sound like an apparent suggestion, this strategy goes effectively past merely having a standout product or characteristic.

As an alternative, 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 electronic mail advertising and marketing model so unconventionally that folks repeatedly selected them over the competitors — even when the competitors was extra technically superior and well-known.

Why? Kieran says it finest through the podcast: “Totally different is rather more memorable, rather more sticky.“

4. Construct your tribe.

A remaining thought from our ChatGPT experiment is to dedicate sources 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 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 in your viewers.

Considered one of Kipp’s favourite sources on this subject is Seth Godin’s e-book, Tribes.

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

Making use of Differentiated Advertising Techniques to Construct a Robust Group

Turning your viewers right into a devoted neighborhood elevates a model to a completely new degree — however this requires sources, group, and function.

Listed below are 5 sensible tricks to rework your viewers right into a loyal and engaged neighborhood, utilizing the differentiated advertising and marketing ways we’ve mentioned and our Group Administration Templates.

1. Assess the present panorama.

Decide the place your viewers engages, whether or not owned or unowned, and in the event that they already establish as a neighborhood. This helps you perceive your start line and essential changes.

2. Perceive your neighborhood’s wants.

Work out why your neighborhood 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 neighborhood,

3. Map the member journey.

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

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

4. Handle member wants.

Search and resolve for the precise wants of your members. Offering actual worth — like masterminds or unique instructional occasions — will delight your customers and hold them engaged.

5. Develop and iterate member profiles.

Create and refine detailed purchaser personas to characterize completely different consumer varieties. These profiles assist tailor your engagement methods to satisfy the evolving wants of your numerous viewers.

To observe our complete ChatGPT advertising and marketing experiment, try the total episode of Advertising Towards the Grain under:

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