How to Cultivate a Thriving Brand Community
💡 𝟖𝟔% 𝐨𝐟 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬𝐞𝐬 𝐮𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝 𝐭𝐡𝐞𝐢𝐫 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬’ 𝐧𝐞𝐞𝐝𝐬 𝐛𝐞𝐭𝐭𝐞𝐫 𝐰𝐢𝐭𝐡 𝐚 𝐛𝐫𝐚𝐧𝐝 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲.
In the ever-changing business world, relevant customer insights are gold for businesses.
Hence, this blog will help you create a thriving brand community by exploring key strategies that cultivate engagement, foster relationships, and unlock your brand's true potential.
📌 Setting the Stage for Community Success: Key Foundations
1️⃣ Understand your brand and audience
Your brand and audience will shape what your community is going to be like. For example, holding discussions around women's issues and women-only yoga classes may appeal to an activewear community for women, but not to an activewear community for men.
Understand them well and you can create a targeted, personalised experience that attracts like-minded consumers who resonate with your brand's purpose. Conduct a brand audit and consumer research, if needed.
2️⃣ Set brand goal and metrics
Setting goals and metrics will help ensure that your initiatives are aligned with your goals and that you can quantify their success. Some metrics include engagement rate with community initiatives and lead generation.
3️⃣ Choose a suitable primary community platform
Consider where your consumers are and how you plan to engage your members when choosing a platform. For example, while Discord has more community features, hosting your community on Facebook may be better if that is where your audience gathers already.
The type of consumer also matters. For instance, it may be more appropriate to host a community of marketing professionals in Linkedin rather than Reddit. If none of the third-party platforms suit your business, creating your own website is an option if your budget allows for it.
📌 Mastering Brand Community Engagement: 3 Essential Tips
4️⃣ Embrace disagreements
Heated disagreements are natural in communities and can strengthen identity and loyalty. They highlight group differences, enabling members to define and align with the community better. Hence, brands should shut down hateful disputes but leave constructive discussions alone.
5️⃣ Do offline activities
While online community initiatives can form wider communities, offline activities form stronger ties. In fact, studies show that offline events provide social and emotional support comparable to family ties, leading to increased customer loyalty.
6️⃣ Iteratively review community strategy
The community evolves with time, and so your strategy needs to evolve with them as well. Conduct consumer research and/or QnAs in your community platforms to gather input on how to bring your community to the next level.
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