BBO.SHOW #13 – Super guide on creating a community/tribe around your expert business | Part 2
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What you will learn in today’s show:
The focus area is: expert business tribe/community building.
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Harms: We’ve spoken about what a tribe is but also why it’s important to form a tribe rather than direct sell, in the aim for making efficient sales.
Specifically around your expert business and specifically selling your knowledge around a package product.
This is part two of building a tribe, hosting a tribe, and developing a relationship with our tribe.
We spoke about specifically what infrastructure to host a tribe in. We spoke about emails, marketing. We spoke about forums; we spoke about chat messenger apps, anything from WhatsApp to something more sophisticated like Slack.
We suggested different groups you can use Facebook groups, LinkedIn groups, we gave you lots of different options and after that discussing the pros and cons for those.
We suggested you default to number one suggestion is Facebook groups and then a secondary option if you preferred was Slack.
Kyle: We already talked about what tribe is, it’s basically the community you build around yourself.
People who are coming from your audience into your tribe, they’re liking and trusting you more and more, and as you build up that goodwill we can then move into the sales.
What we are going to be talking about is the actual mechanics of the tribe. What’s going to be happening there? How you’re going to get people into the tribe? What value do they get in the tribe, we’re talking about the nitty-gritty of how you serve your community.
Now we’re going to talk about the actual interactions you’re having with the people you have attracted to you.
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Harms: Really answering two core questions which are, what do we do when people get into the tribe and then another core question, which is how do we get people into the tribe?
In that order for a specific reason, and that’s very much because what we want to do first is identify what the promise is?
What will we be delivering to the tribe and using that promise as a hook and as a mechanism to help us say, hey, this is what we’re going to be doing the tribe come and join in it as this is what you’ll experience.
We decided to position it in that order, rather than how we get people into it, what we are going to do for them.
So, logically, that makes sense but if we take the end in mind and work backwards we can then get this nice flow which makes sense right at the end.
So what do we do when people enter the tribe?
What do we do when people get to the group?
Kyle: This is a question of, what is the extra value that we provide to these people?
Why would they bother joining our tribe?
They already watch our videos or read our blog articles, maybe listening to our podcast. Why would they take that next step and we need to work out going upfront what additional value we are going to be offering people there.
Because that allows us to structure how much information we give away in our audience, so that’s the general public. And then what are we holding back that’s going to be talked about in the tribe.
Generally, though it is going to be more of the same.
It’s going to be similar information and similar tactics, problem-solving that you were giving out in the public realm to your audience, but you’re going to be doing it in more depth, or with more personalisation inside your tribe.
There’s going to be a lot more care, a lot more attention to individual tribe members than for your general audience.
The reason they’ve joined your group is because they were attracted by what it was you were publishing publicly whether it’s your podcast or your video, your blog articles. They liked that stuff, so we are just going to continue to give them more of the same stuff. High quality may be higher quantities as well, and more personally tailored towards their needs.
That’s the basic premise here.
Harms: Think of it as basic information that is digestible to people and understandable, because if you’re an expert and you’re talking about a specific area it can be quite alien to people in terms of information.
What we don’t want to do is overwhelm people with information and it goes straight over their head.
Think about the online space, which is the audience section as basic level content.
Put whatever wording you want around that, just so it’s digestible, understandable to you, the listener at home. Think about this as basic.
Now when they move into the group think about intermediate level information which is more personalised, more engaging, it will be talking to people what will feel like on a one to one level.
We assume that they know the basics now we can level up the information that they’re going to get.
The first question is what is a nice starting point?
We’re going to cover three core areas in which you can engage with your tribe, what you’re going to do with them on a one-to-one to group level basis.
What’s the first one?
Kyle: Let’s imagine we are a business coach and we are helping London based tech start-ups to raise money. That’s what we’re doing. That is our business and how we make money. That’s the expertise we are putting forward online.
Let’s use that as an example.
But you need to adapt this to your personal business but we’re using tech start-ups in London, that’s who we’re talking to, we’re helping them to raise money.
The basic information that we might be putting out to the audience would be news.
Like this is what’s happening in the tech world right now.
These are the news items you need to know about. We’re not really adding a huge amount of value, there’s not much commentary we’re just passing on news.
Maybe we’re doing some free live videos and some very basic workshops, giving you the top five things you need to know about venture capital and raising money in London.
But we’re not really diving into detail because we are waiting for people to opt in and say, hey, I want to know more, so they come into our intermediate group. They come into our group into our tribe and that’s where we start to give them more focused information.
We’re going to look at three different ways to do that.
Live Q&A with your tribe members
Kyle: The first one, and this is a nice simple one is we do a live question and answer session.
So, previously you were doing live videos or podcasts, blog articles where you’re basically giving information out. It’s one direction it’s you talking to people out there.
Yes, you are aware of their problems and we talked about that in the audience section how we generate lists of common topics that they are interested in, but it’s not going to be specifically tailored to their questions.
That’s what we’re going to be doing now in the group.
Let’s say you have 500 people in your group. I’m a business coach. I have 500 people in the group who are asking me about now that coronavirus has hit what are the best ways to raise funds for a small business?
That’s going to be a specific question asked by a specific person about their specific business.
Then I can go into my group and answer that question as a business coach using my expertise, so this is a really nice format.
A really nice way to provide a lot of additional value to your tribe members. Logistically the best way to do it is to ask questions throughout the week and then compile a list of all these questions and then sit down, let’s say, on a Friday afternoon and then just blast through each question.
It’s going to be answering specific questions from specific people and that’s a massive value add.
For you as an expert it’s kind of easy, we’re good at answering questions generally.
Harms: It’s information that you know that’s why they are hanging around you because you know the stuff.
That’s why you are called the expert in this arena and I think having the ability to answer those questions saves you time.
The focus here is if you can sit in front of a camera and have compiled a list of questions from the community it’s very much a case of, answering it live to camera. It can then turn into video and then to audio and then to text.
It is very dense in the way that it can create lots of other kinds of media formats.
Think about answering in terms of live video because of the benefit later down the line that this will produce.
Kyle: The key thing is, even if somebody asked you a question by text do not respond to it in text.
Respond to it using a video or live video for that reason because you have that information density and that video you can now potentially with permission or not, you can take that video and take it public.
You’ve just created a five- or 10-minutes extra piece of content which can go on YouTube, Facebook, wherever you need to protect your tribe members and that’s something that you work out with your tribe members.
But apart from that, that specialised Q&A, question answer session within your tribe can become a public piece of information later on.
Live coaching session
Harms: That’s the next level kind of access they get to you. In the wide world it’s very limited. It’s a one-way conversation in this world it’s, now you’ve got me, you’ve entered the group. Thank you for that, now let’s answer questions, burning questions that you may have.
That’s the first way in which you can engage with your tribe and essentially what to do with them when they get in.
Another way, staying on the trend of business coaches and this can apply to many nieces but it will work even better for certain niche areas. Let us assume that we’re staying in the trend of business coaches.
Now another way you can do this is via a live coaching strategy session live coaching hour with somebody.
Essentially we’re saying you would take somebody from the tribe or somebody would opt in to be live coached with you, live streamed into the group.
Few things to bear in mind in terms of getting them to opt in, asking their permission.
Being conscious of sensitive subjects but again because you’re an expert in this space you’ll be able to navigate that with the person you’re communicating with. This works fantastically well.
We’ve got groups in which the expert in that group will coach somebody live on relationships, money management and confidence.
The community will be watching this live coaching session.
Now the learning experience is phenomenal because what somebody else faces, you may face as well. You may have faced, or you are facing, but it’s not an issue that you are addressing.
Live coaching from a business perspective is a fantastic way to engage with your tribe.
Kyle: This could be mentoring, training this could be many different forms, all slightly different.
So for example if I was a yoga teacher. Let’s say I have Ben who was in my community, he wants to learn to touch his toes for example.
I would get him live on a stream and I would watch his form and me as the expert I’ll be able to say, it’s because your hamstrings are too tight.
These are the things you can do so this would be like a live consultation live training.
It doesn’t have to just be coaching.
There are so many different ways you can deliver value.
What we’re talking about here is mainly a one-on-one session. It’s like two heads next to each other format where you have an expert and somebody who is seeking their advice.
It’s a really engaging way to create content in your community and add massive value to that one particular person who is getting the free coaching or training session.
Harms: If you’ve got other experts or guests or somebody in the tribe, who has very specialist knowledge within what you do, so let’s say business coach and somebody is a HR expert.
Somebody is a sales manager; you could get them to jump on and you can ask them questions as the expert host talking to another expert in their specific niche area.
That’s a win-win, your tribe gets some exposure or members of your tribe get some exposure but also you get this fantastic piece of content to share with your group.
Kyle: Even though you’re promoting them as an expert that doesn’t detract from you being the expert in the community and the fact is, if your tribe gets stronger and stronger and has lots of different experts that makes it even more valuable.
You’re still the host of the party and I’m hoping you have enough professional and personal humility to say, I’m really good at this but Michelle is an expert in this particular part so I want to chat to her about that.
Harms: That’s a really good point because sometimes you can feel as if somebody will be taking your limelight but let’s look at the longer-term picture.
The value you’re adding to the group here is that you have connected the group with an expert that is an amazing thing to do because that takes time.
It takes effort, it takes the process of the interview and like Kyle said it takes the humility to say I am connected to these people and I’m going to present you with all of these amazing people.
That’s certainly a nice approach to take with interviews.
There is a third element which is structured information.
Harms: It’s moving from unstructured information, so potentially your podcasts, blog articles, your live videos, they’re one-offs and not really connected, but inside the tribe you have some form of structured information.
You can bring this structured information and make it exclusively available in your tribe and only in your tribe.
This is one of the reasons why we mention Facebook groups as a wonderful option they’ve added. I believe in the last year have added social learning units which allows you to structure a course directly in Facebook.
Now you can directly have this structured information inside a Facebook group so that looks like day one here is a video. Day two is a video and people can work through that. Facebook allows them to tick I’ve done this. I’ve completed this unit.
I think you can even assign awards to people who’ve gone all the way through which appear next to their name in the group.
It’s a really nice out-of-the-box solution for structuring information and delivering courses online, and you don’t need any technical ability.
What it allows you to do is organise your courses in a schedule. There’s even a total score that if somebody logs on, they can see how many units they personally completed it’ phenomenal.
To give you some context, to pay an expert to create a learning management system for you that will cost a lot of money.
A massive job to put together a learning management system even if you’re buying one out-of-the-box it still requires a lot of technical expertise, the time and effort to customise it. To make it look the way you want, brand it the way you want it to be branded and you can fall into that trap.
Then the next thing you know two, three months gone down the line and this exciting product that was timed for a certain moment in time, whereas if you take where we are now Covid-19 is an opportune time to share what you have with somebody.
Honestly you can knock this up within half a day.
You could take your live videos that you are producing and plug them into the social learning units and now new people coming into the tribe have a place to go.
The place to go is the structured information in which they can start working their way through.
Kyle: It gives them a pathway whereas usually if you’re just dumped into a Facebook group it’s a bit overwhelming, but if there’s a structure to allow them to engage in the community, work through some content and be integrated into the community that way.
Harms: If you work through this one, two, three structure and have ideally all three in place using that model there, then you’ve got a solid infrastructure and an engaging infrastructure for when somebody enters the tribe.
Kyle: On the structured information when I say make a course I’m not talking about making a 10-hour course, you might sit down and deliver a one-hour video, which is here’s everything you need to know.
Here are the 10 steps to get started with X, then you cut that video into 10 parts and then you upload them.
It should be an hour max or so in this free group maybe less.
Harms: It’s too early and it becomes way too overwhelming to think of this as the immediate level of information otherwise it’s just too long.
Go back to when you started this expert journey you knew nothing, then you went on to this part, which is maybe you started to implement a lot of the strategies that you are learning here. Then you are here now.
When you get to this level this is almost the journey which has allowed you to create this group, help people and sell your information product.
Don’t feel like you have to share this immediately this is another common mistake people. It was too much information.
Help serve your tribe by also providing them the adequate level of information that is suitable for them as well.
Kyle: You can make the coaching call a competition if you have a large enough tribe.
Maybe people need to do something or engage in a certain manner and then they can win a coaching call.
I really like the structure of having immediate weekly information and coaching calls.
You can structure the value you provide in your tribe however you want. This is just an example, but this would give you an extremely solid foundation.
How to get people into the group?
Harms: The big burning question is great. I would love to have this in place, I’m an expert and I can talk about the subject. But what is a way to get people into the group?
How do we market to them?
How do we encourage them, persuade them, make it an easy transition for them to go from a wide space of basic information to the next level of information?
How do we get people into the group?
Kyle: We’ve already answered a large part of this question by looking at what it is we’re going to provide within the group.
As long as the actual group members receive a huge amount of value, whether that’s structured learning Q&A’s, interviews, coaching, whatever it is, as long as there is a lot of value in that group, the sale getting people from the public into our group is going to become a lot easier.
That’s why we actually addressed what we’re going to do in the group before we worry about how we’re going to get people in.
We need to know what that hook is.
Harms: Think of this structure as organised value because that’s why we also position these quite counterintuitive with the end in mind.
We know what the value is now, that is what’s going to help encourage people to get into the group.
That’s the principle of it.
Kyle: Once you know this kind of value your script for bringing people in becomes a lot easier and we’re suggesting you actually write down a specific script, it doesn’t have to be complicated. It should be fast and delivered in 20,30 seconds.
You’re going to be delivering these generally as a video to people who are in your audience.
It might be at the end of existing videos you just go into your script to bring people into your group.
Or maybe it’s a separate video which you are boosting or advertising to get as many people in your audience into your tribe as possible.
Harms: Element number one is where do we use this and how to use this and element two is what is the actual message?
Kyle: The script will be something like, I’m so happy I’m able to provide you with this information that I’ve been talking to you about and if you want to take it a step further, I’ve put together a seven-day boot camp course teaching fundamentals of fundraising. I’m doing a weekly Q&A’s and monthly coaching calls where I deliver a massive amount of value to specific people within my tribe. All free all you need to do is join the Facebook group at the link below you’ll find other people who are on this journey, so you’re going to be able to support each other and I’m going to be active in the community, helping people out and bringing you lots of success moving forward. So join the tribe follow the link down below, and I hope to see you there.
Just something extremely basic like that where you are primarily outlining what the value is, the core that was there’s a seven-day boot camp.
There are weekly Q&A’s and coaching calls. And telling people what they need to do to get there, which is the call to action.
We call it marketing clicking the link down below. If it’s free make sure you tell people it’s free because that’s going to be their first objection.
Because we have done the groundwork because we’ve decided what value we’re going to be delivering within the group, the script for getting people in should be quite easy.
Harms: When Kyle talks about the background work as well as the fact of what we’ve covered all of this has been done in advance.
What we’ve avoided is this classic element which is going direct to the sale.
We’ve done the groundwork.
Think about putting yourself in your own shoes as a customer. Is there somebody out there who you follow and you are a part of their tribe?
You may not speak to them every day, but if they put a piece of information out you trust it, you like them, you now know them, they live in your mind in regards to an expert within a specific niche area.
Think about it from that perspective.
If you’re doing this, it should now be a realisation that I’ve put all of this work in getting people to the tribe is going to be an easier process than if I did not put any of that work in, in advance.
Kyle: The great thing about this is, it’s less reliant on your selling ability.
You are still selling, you’re still trying to get people into a tribe and then you’re going to be selling them products later, but it’s less reliant on what we normally think of as selling and more on just delivering massive amounts of value.
Then when it comes to asking people to pay you or asking people to do an action like join a tribe, it becomes a lot easier.
Harms: Now we’ve got the basic script in place and again tweak it to your personality.
Make it yours, make it unique and individual to who you are and what you’re offering. But at least now you’ve got something to hook people because there’s an organised value that they’re going to get once they come through the door, spend some time with you.
Element number two is what’s the best way to present this script to somebody?
Kyle: At the same time or at the end of when somebody interacts with our content, so depending on what your content is, let’s say you have a podcast.
You might half way through and at the end of the podcast mention you have this free group. If it’s a live video you’d probably do it half way through, or at the beginning or at the end mention again your group.
You interweave it into your existing content that they are already watching. You do it in a way that it’s not over the top and you don’t want your content to be 10 minutes long, and five minutes for it to be promoting your group.
That’s going to be very off putting, but you just have this simple 20, 30 second script that you can add at the end of any content.
Harms: One of the challenges online is that people’s attention span is short, that’s the reality of it and if you’ve got hundreds and hundreds of videos to get through, whether you’re advertising the video to them or whether they’re seeing it organically.
Let’s assume they’ve started to watch it and watch the first five seconds and then flick through.
One train of thought is a very sales thought is let me tell them about what I have to offer early in case they disappear. That’s one thought process.
Another thought process is let me give them value in the assumption that the value is going to hook them long enough that when I do present them with this offer at the end, it’s going to be a no-brainer.
There are two trains of thought if you asked me and Kyle, it will be an experiment to try both and see which one works best.
Everything that we do online within online business and marketing is an experiment.
I very much prefer the first method because we know we are going to give you lots of value, I know this video is going to be super valuable.
I know the Facebook group is super valuable so why not just tell people about it.
Kyle: Unlike Harminder I would tend towards the softer one, which is at the end mentioning but I know that’s not necessarily going to work.
That will not convert people who have left the video in the first five seconds, but we come from different sides and it’s going to depend on who you’re talking to, depending on the niche, type of content.
There are so many different variables here.
Harms: It also depends on what you’re comfortable with.
What we don’t want you to do is every single time you create something you have to think very hard about this, just make it a natural process, which is why we shared this with you today, which is just a structure.
You don’t have to think about it.
Start with a structure and over time you will have something that you feel comfortable with, and also is unique to yourself.
Kyle: I think one very important thing we called this a call to action, a CTA every piece of content you put out should have a CTA on it, it is my belief.
If it’s a blog article if somebody reads through it they’re obviously interested in what you have to say, you need to make sure there is a call to action there to bring them into the tribe or to take them onto the next stage.
Otherwise people will get distracted.
We need to make sure there’s always a way for people to go to the next level.
That’s a CTA, a call to action in marketing lingo and every piece of content should have one.
Harms: The assumption is that call to action is always linked with a sale and not always in this case we’re linking it to please come and join the group because you’re going to get this and this.
It could be a sale, it could be asking someone to click a link, it could be asking somebody to go to a website.
It varies but just remember when people do say CTA, that’s what it means call to action. Like we discussed that can go at the start, middle, end it can be weaved in your conversation.
It is up to you how you would like to do that. Whatever you’re comfortable with.
The final thing would be what format to do this in?
Kyle: Number one video.
For your message video is going to be the way to do it.
Obviously, your pitch in the tribe will depend entirely on what format your content is in because we’re saying you put your pitch to join the tribe into existing content.
Harms: By default it will be as part of your video. We suggested a live video but of course you will know what medium best suits yourself.
If you’re doing all of it, then it will feature in every item.
We need to continuously ask as many people as possible to get the message. So CTA, and don’t be afraid of it.
Quick summary is the core question we spoke about within the tribe, what do we do when people enter the group?
We discussed a few elements using this structure here which is an organised value approach, where you’ve got a boot camp which is the social learning unit.
You’ve got maybe a weekly Q&A and a monthly coaching session.
Now that is a nice structure to start with when there’s a tribe to interact with you within the group.
Now we use that value add and that structure to hook people using the script which is put into your call to action in the content and the videos that you produce outside of the group.
That is a great starting point.
Kyle: The to-do’s are really following on from setting up a Facebook group.
That’s a basic thing to do.
We need to make that decision of what is that value add we’re going to provide in the group. Are you going to put together a structured course?
If so great, go ahead and record it and get into the group.
Are you going to be doing Q&A question and answer calls and coaching calls?
Just make a decision, dedicate yourself to doing this because we’re going to need that information, we need to know what we’re going to be doing on a weekly or monthly basis, so we can do the next thing which is putting together our script.
It’s our promise to the people who are going to be joining our group.
To-do number one decide what value you are going to be providing in the group and stick to it.
Number two write down and record and practice a quick 20 to 30 second message and really repeat that script, get rid of any extraneous words and nail that pitch so you can deliver it just off the cuff at the end of any live video you do.
You shouldn’t have to be looking for your notes at the end of a live video and then anytime you do any kind of audience building contents whether it’s live video, recorded video, podcast, blog make sure you’re including that call to action.
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