So, what is community marketing?
Picture a bunch of genuine fishermen assembled at a nearby fishing club. They are not there merely to boast about their catches(although that might happen, too). They congregate to exchange advice, learn about the best lures, and chat about the newest locations for fishing.
Like that fishing club, a well-designed customer community centred around your brand may be an effective marketing tool as it gathers “fellow enthusiasts” or members of your target market who are interested in the same thing as you—your product, service, or niche.
Why Online Communities Rule Brand Engagement?
Local partnerships and in-person events can effectively create connections and strengthen brand loyalty.
Despite this, these strategies are intrinsically constrained by geographical factors. They can only communicate with consumers within a specific geographical region.
On the other hand, online communities are not restricted by physical location. As of January 2024, 5.35 billion people worldwide have internet access, which is expected to continue to increase (Source). Thus, it makes it possible to establish a genuinely global brand community by allowing you to interact and engage with customers from all over the world, both new and existing.
Exploring Robust Platforms for Your Thriving Online Community
Having a rocking online presence is pretty sweet. It makes connecting with customers way easier, and that’s awesome for building a community around your brand. Now, let’s check out some popular/established platforms where you can create a community where your fans and customers can hang out and connect.
- Facebook Groups: Facebook groups effectively create a private or public group centred around a particular topic. Groups provide discussions, file sharing, live videos, and events, making them an effective tool for community participation.
- LinkedIn Groups: LinkedIn Groups are similar to Facebook Groups. However, they are geared toward professional networking and discussions. LinkedIn Groups are a terrific method to engage with industry professionals and form partnerships.
- Instagram Communities: Instagram Communities is a new feature producers may use to create private groups based on common interests. Connecting with your most engaged followers and giving them access to unique material is a terrific use of communities.
- YouTube: In a heartbeat! Your brand’s community hub can be YouTube itself. Try to engage with your viewers and focus on making valuable and entertaining material. Use YouTube’s comment section, live Q&A, playlists, and polls to your advantage. As a result, your business becomes the focal.
- Discord: Although Discord first gained traction among gamers, its commitment to promoting online engagement and connection has expanded to include various communities. Discord is a multi-purpose tool for community involvement because it provides chat channels, voice chat, and video chat.
Dedicated Community Marketing Platforms
These platforms are specifically designed for building and managing online communities.
- Mighty Networks: If you own a brand, Mighty Networks is like a toolbox for creating and managing a community hub where people can connect and learn more about your business, which certainly provides an opportunity to generate revenue.
- Circle.so: If you’re seeking a platform to create and oversee a virtual community for your company, regardless of your industry, Circle.so is a strong contender to consider.
- Dojo: It is a great platform that allows you to create online communities and courses, making it an excellent option for businesses that want to train their customers or members.
- Disciple: Disciple gives businesses the ability to launch their custom-branded community apps. It offers a forum for conversation, the exchange of content, and member interaction. Disciple is well known for its flexibility and customisation options.
- Swarm: “Video-centric community platform” is how Swarm characterises itself. Watch parties, interactive polls, and live and recorded video channels can all be made using it. Communities that benefit from real-time interaction and video content are a suitable fit for this platform.
- Vanilla Forums: It is a self-hosted forum software that allows you to create a custom-branded community website.
Breaking Free: Building Independent Communities with Branded Apps
The regulations of social media platforms can make brands feel constrained, even though they provide a platform to communicate with audiences. When companies develop their app, they may create an environment where they have complete control, which in turn helps to nurture a robust and autonomous community.
Why Connecting with Customers Through Communities Is The New Frontier?
With its one-way communications and impersonal tone, traditional online marketing needs help to connect with today’s empowered customers Brands/Businesses have filled the void by creating customer communities, encouraging communication in both directions, establishing trust, and harnessing the power of genuine brand promotion.
Community marketing isn’t just a fad; it’s a strategic way to connect with your audience and build brand loyalty. Here’s why you should jump on board:
- Brand Advocates Ahoy! – Foster a loyal following that raves about your brand. Engaged communities become cheerleaders, promoting your products and services organically.
- Insights Galore! – Your community is a goldmine of valuable feedback. Get real-time insights into your audience’s wants and needs, allowing you to refine your offerings.
- Content Machine Activated! – A buzzing community fuels your content creation. Leverage their questions, interests, and feedback to generate deeply resonating content.
- Sticky Situation (The Good Kind!) – Give users a reason to stay connected. Build a space where they can interact, share ideas, and feel like they belong. This fosters brand loyalty and reduces customer churn. Costs to businesses were estimated at $168 billion in 2019 due to customers switching providers. (Source)
- Cost-Effective Champion! – Community marketing can be a budget-friendly approach. Compared to traditional advertising, building relationships within your community offers a high return on investment(ROI). Compared to first-time buyers, repeat customers spend 67% more. (Source)
- Innovation on Deck! – Communities are breeding grounds for fresh ideas. Use their input to develop new products, features, or services that cater to their needs.
- Crisis? What Crisis? – A strong community can be your shield in stormy weather. During a PR nightmare, your loyal advocates can act as a buffer, promoting understanding and mitigating negativity.
WRAPPING UP
In today’s competitive landscape, customer retention is paramount. The staggering impact of avoidable churn was estimated at $35.3 Billion(Source). Community marketing offers a powerful approach that goes beyond simply fishing for new customers.
By fostering a space for open dialogue and collaboration, businesses can cultivate a loyal following of brand advocates. This inward focus, prioritising the voices and needs of existing customers, unlocks valuable feedback that fuels product innovation and refines marketing strategies.
In the final analysis, community marketing enables companies to deepen their bonds with their most precious asset: their current clientele.
