Marketing Ninja Move: Diasporas
Today, I wanna share a marketing ninja move with you that will help you to turbocharge your outreach, get more interest, spread your message further and faster. And that is use diasporas. So for as a reminder, what a diaspora is, is a group of people from a place that are no longer at that place. So, an example would be the Chinese diaspora, which is all the ethnic Chinese people that have left China over the years, which there are 46 million all over the world. Those people, people in diaspora have a bond, right? They have a common cultural background, they have a common history, common food, common friends and family too. So there’s a really, really strong network with a cultural diaspora.
So, one way this could help you is literally if your business is related to a food of a certain country or some other thing that’s cultural, that’s ethnically related or culturally related, heck, go ahead and look for ways to connect with those diasporas. And that is those networks are gonna be stronger, all else equal, than your typical social network or other kind of of network.
But I see a more business related opportunity with a corporate diaspora. So, think about your business, especially B2B. Maybe you have certain large companies that a lot of the people in your business are from. Those diasporas, so for example, the IBM diaspora, those diasporas share a common corporate history and common experiences and sometimes common products and other things related to the industry. So, looking for connections to that, those diasporas allows you to leverage the, the existing networks of your team and make connections and spread the word about what you’re doing, because those people are more related to what it is that the people in that diaspora maybe have an interest in.
Another example of using a diaspora network is industrial. So, rather than just a company, maybe there’s a group of people that are in a technology in your business that came from different businesses, but they all were related to an industry. Maybe even an industry that grew from a small starting place. There’s a lot of stories among people, old people like that, that have lived, experiences about the good old days and when things were small and rough and we had to use duct tape to make things work, right? All those connections are strong and that’s another way for you to tap into an existing network that’s much stronger than just your typical social or high level business network.
So look for ways to use diasporas to strengthen your outreach, zero it in on the things that your particular service supports or your particular audience is interested in.