Every person you are able to reach matters. From a newsletter reader to Facebook fan to a buyer of your cheapest priced item. They all add up.
They are all a part of your Domino Marketing Effect.
You need to think of every person as a part of your domino set. You need to get enough pieces in place so they tip into each other to create a domino marketing effect that helps grow your business.
The trick to growing your business very quickly is to get loyal fans to help you set up the dominoes too.
Every great launch is supported by its rabid customers and followers (tribe). They care so much they tell all their friends and family about your latest creation.
You have to learn how to tap into this resource.
I’m going to tell you a little story about Fiskars the scissor (crafting and gardening) company. They saw the power in their large user base. They merged online media with offline relationships and created a team of brand evangelist that guides the company’s product line and marketing efforts.
Robbin Phillips of Brains on Fire helped Fiskar create a team of that they call Fiskateers. They are in the trenches. They are hard core Fiskars product users. They love the product so much that they blog about it, create meetups in their community and help guide product development. The best part is they aren’t afraid to tell everyone online and offline about all the cool products that Fiskars creates.
Fiskars didn’t start off with a big following, but what they did do was care about every single product and person. How many companies do you know that create a platform for their customers to connect with each other?
The thing is Fiskars does it in an open and honest way. They want each Fiskateer to help guide the company’s choices as well as spread the word about their products.
It’s a mutually beneficial relationship. Fiskars didn’t want the Fiskateer program to be a big hype machine that didn’t give any value back. Fiskars gives Fiskateers product samples, helps them coordinate events and promote their own projects.
You have the ability to help your people share your amazingness with their friends too.
3 Steps to Setting Up Your Dominoes
1. You have to be passionate.
We already talk about this right here. People share stuff that pulls or pushes on their emotions. You may be inspiring, funny or outlandish, but you have to create an emotional connection or you’ll lose out on a lot of buyers.
2. You have to give them the tools that will help them share your passion with their friends.
I’ve seen sales pages without any share buttons. That’s crazy! You can’t expect people to share your hard work with their friends if you don’t make it easy for them.
That means you need social share buttons that that allows them to tell their friends about your business with just one click.
3. You have to let people know how they can help. (Call to Action)
Don’t ever give something valuable away without encouraging people to tell their friends about you. If you create an amazing blog post about your new ebook let them know what they can do next to support you. Maybe it’s sign up for your newsletter or share your article with their friends. Whatever you can do to get your customers and potential customers to talk about your business you need to do it.
To learn more about how Fiskars and Robbin of Brains on Fire helps people build an online community check out my interview with Robbin.
What have you done or could you do to make each customer feel like they are a part of your success?