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How To Get Started With Community Marketing In 2023

How To Get Started With Community Marketing In 2023

 

Ever wondered how you can connect with your target audience on a deeper level and increase brand loyalty? Then, community marketing might be just the thing you need!

 

Community marketing is all about building a strong relationship between your brand and your customers by creating a sense of community and belonging. It’s a powerful way to generate brand awareness, improve customer engagement, and ultimately drive revenue.

 

In this complete guide to community marketing strategy, we’ll explore

 

  • What community marketing is,
  • Why it’s essential for businesses to adopt it,
  • The steps involved in building a community marketing strategy,
  • Best practices when building one,
  • Measuring the success of your community marketing campaigns, and
  • Examples of effective community marketing strategies.

 

Ready to learn how to build a thriving community around your brand and take your marketing efforts to the next level? Let’s get right in.

 

Table of Contents

Understanding community marketing

 

We need to start at the basics, so that’s what we’ll do.

 

Definition of community marketing

 

At its core, community marketing is a strategy that focuses on building a community of loyal customers around a brand.

 

It’s about creating a sense of belonging and engagement with customers, rather than just selling products or services.

 

This can be achieved through various channels, such as social media, events, and online forums.

 

Significance of community marketing for businesses

 

Community marketing has become increasingly important in today’s digital age. Customers are no longer content with just purchasing products; they want to be a part of something bigger.

 

By building a community around your brand, you’re creating a group of loyal followers who are more likely to spread the word about your business and even defend it when necessary.

 

Here’s how this benefits businesses.

 

Significance of community marketing for businesses

1. Increased customer loyalty

 

Imagine you’re a customer trying to decide between two brands. One brand offers products, while the other brand offers a sense of community and belonging.

 

Which one would you choose?

 

When customers feel like they’re part of a community, they’re more likely to be loyal to a brand. By building a community around your brand, you’re giving customers a reason to stick with you for the long haul.

 

It’s like creating your own little fan club but for your business.

 

This can lead to increased customer retention, which can be a valuable asset for any business.

 

2. Improved customer engagement

 

Customers don’t just want to be sold to; they want to be heard and understood.

 

Community marketing is all about listening to your customers, engaging with them on a deeper level, and creating content that speaks to their needs.

 

It’s about fostering two-way communication between a brand and its customers. This can involve responding to customer feedback, engaging with customers through social media, and creating valuable content that speaks to their needs.

 

By engaging with customers on a deeper level, you’re more likely to build trust and foster a strong relationship with them.

 

3. Higher brand awareness

 

Word of mouth is a powerful thing. When customers feel connected to your brand, they’re more likely to talk about it with others.

 

By building a community of engaged followers, you’re creating a group of people who are more likely to spread the word about your business.

 

They essentially become your own personal marketing team but without the hefty price tag.

 

This can lead to increased brand awareness, which can be invaluable for businesses looking to grow.

 

4. Greater revenue potential

 

Let’s face it, revenue is the lifeblood of any business. By building a loyal following and creating a strong sense of community around your brand, you’re more likely to drive sales and generate revenue.

 

Plus, loyal customers are often willing to spend more money with a brand over time, which can help boost revenue in the long run. It’s a win-win situation for everyone involved.

 

Differences between traditional marketing and community marketing

Differences between traditional marketing and community marketing

 

Traditional marketing is all about pushing a message out to a wide audience in the hopes of converting some of them into customers. This often involves one-way communication, such as advertising and email marketing.

 

In contrast, community marketing is more focused on building relationships and fostering two-way communication with customers. This can involve creating valuable content, responding to customer feedback, and engaging with customers through social media and other channels.

 

It’s a strategy that’s increasingly important for businesses in today’s digital landscape, where customers are looking for more than just products or services.

 

By understanding the differences between traditional marketing and community marketing, you can begin to develop a strategy that will help you connect with your customers on a deeper level.

 

Steps involved in building a community marketing strategy

 

A community marketing strategy is all about building relationships with your customers and fostering a sense of community around your brand.

 

You should aim to create a community marketing strategy that’s tailored to the specific needs of your target audience, builds long-term relationships, and drives growth for your business.

 

Here are some practical steps involved in building a successful community marketing strategy.

 

  • Define your target audience
  • Choose your channels
  • Select the most relevant communities
  • Create valuable content
  • Foster two-way communication
  • Create a sense of exclusivity
  • Measure your success

 

Let’s dive deeper!

 

1. Define your target audience

 

To define your target audience, start by analyzing your current customer base. Look at factors like demographics, interests, behaviors, and pain points.

 

You can also use tools like Google Analytics or social media analytics to gather data on your website visitors or social media followers.

 

Once you have a clear idea of who your target audience is, create a detailed customer persona that outlines their characteristics and preferences.

 

2. Choose your channels

 

Select the channels where your target audience spends the most time online. For instance, if your target audience is primarily active on Instagram, then focus your efforts on building a strong presence on that platform.

 

It’s also important to consider the type of content you’ll be sharing on each channel. For example, if you want to create long-form content, then a blog may be a better channel than social media.

 

3. Select the most relevant communities

 

Select the communities where your target audience spends the most time online. For instance, if your target audience is primarily active on Instagram, then focus your efforts on building a strong presence on that platform.

 

In addition to social media platforms, consider online forums, groups, and communities related to your industry. Different industries may have different types of communities that are more relevant.

 

For example, fitness and wellness brands may find success in building communities on platforms like Peloton or MyFitnessPal, while technology brands may find success on communities like Reddit or Product Hunt.

 

4. Create valuable content

 

Create content that’s relevant and valuable to your target audience. Think about the questions or problems your customers have and create content that addresses those issues.

 

Make sure the content is easy to read and understand and includes a clear call to action.

 

5. Foster two-way communication

 

To foster two-way communication, you need to be responsive and available to your customers. Respond to comments and messages promptly, and create opportunities for customers to share their thoughts and opinions.

 

You can do this by hosting a Q&A session or asking for feedback on social media.

 

6. Create a sense of exclusivity

 

Create a sense of exclusivity by offering exclusive perks or benefits to your community members. This can include access to exclusive content, special discounts, or early access to new products. Make your community members feel like they’re part of an exclusive club.

 

7. Measure your success

 

Use metrics like engagement rates, conversion rates, and customer retention rates to measure the success of your community marketing strategy.

 

Gather feedback from your customers to understand how they feel about your brand and your community. Use this feedback to make adjustments and improvements to your strategy over time.

 

Remember, building a strong community around your brand takes time and effort.

 

But by following these actionable steps, you can create a community marketing strategy that fosters long-term relationships with your customers and drives growth for your business.

 

Best practices when building a brand community

 

Here are 9 proven best practices you can follow when building your own community marketing strategy.

 

  • Be authentic
  • Participate
  • Be consistent
  • Contribute
  • Encourage user-generated content
  • Reward your community
  • Respond to feedback
  • Be creative
  • Be accessible

 

Let’s take a closer look at these best practices.

 

1. Be authentic

 

To build a strong community, you need to be authentic and transparent with your customers. Don’t be afraid to show your personality and let your customers get to know the real you.

 

This builds trust and creates a deeper connection between your brand and your community.

 

2. Participate

 

To build a strong community, you need to actively participate in it. This means engaging with your community members, answering questions, and joining in on discussions.

 

By participating, you show your community that you’re invested in their interests and concerns.

 

3. Be consistent

 

Consistency is key when it comes to community marketing. You need to consistently create and share valuable content with your community to keep them engaged and interested.

 

Set a schedule for posting and stick to it, so your community knows when to expect new content from you.

 

4. Contribute

 

Along with participation, you need to contribute value to your community. This can be in the form of educational content, industry insights, or even just sharing interesting articles or resources.

 

By contributing value, you establish yourself as an authority in your industry and build trust with your community.

 

5. Encourage user-generated content

 

Encourage your community members to create and share their own content related to your brand. This can be anything from user-generated reviews to photos of your products in action.

 

User-generated content helps to create a sense of community ownership and fosters deeper engagement.

 

6. Reward your community

 

Reward your community members for their engagement and loyalty. This can include special discounts, access to exclusive content, or early access to new products.

 

Showing appreciation for your community’s efforts helps to build loyalty and creates a positive relationship between your brand and your customers.

 

7. Respond to feedback

 

Listen to feedback from your community members and respond to it promptly. Whether it’s positive or negative, feedback helps you to understand your community’s needs and preferences.

 

Responding to feedback shows your community that you value their opinions and are committed to making improvements based on their input.

 

8. Be creative

 

Don’t be afraid to get creative with your community marketing strategy. Think outside the box and come up with unique ways to engage with your community.

 

This can include hosting events or challenges, creating interactive content, or collaborating with influencers or other brands.

 

9. Be accessible

 

Make sure your community knows how to reach you if they have questions or concerns. This can include providing multiple channels for communication, such as email, social media, or a dedicated community forum.

 

Being accessible helps to build trust and creates a more open and transparent relationship between your brand and your community.

 

Measuring the success of community marketing efforts

 

Measuring the success of your community marketing efforts is crucial because it helps you determine whether your strategies are working effectively.

 

Without measurement, you won’t know if your efforts are achieving the desired results or if they need to be adjusted.

 

By tracking metrics, you can gain valuable insights into the behaviors and preferences of your audience, identify areas for improvement, and ultimately improve the return on investment (ROI) of your marketing efforts.

 

Some metrics you can track to measure success

 

There are several key metrics that businesses should track when measuring the success of their community marketing campaigns.

 

Metrics you can track to measure community marketing success

 

These include:

 

  • Engagement rates: Measures how many people are interacting with your content, such as likes, comments, shares, and mentions.

 

  • Conversion rates: Tracks the percentage of people who complete a desired action, such as making a purchase, after engaging with your content.

 

  • Customer lifetime value (CLV): Estimates the total amount of revenue that a customer will generate over the course of their relationship with your business.

 

  • Net promoter score (NPS): Measures how likely customers are to recommend your brand to others.

 

  • Reach: Measures how many people have been exposed to your content or brand messaging.

 

  • Click-through rates (CTR): Tracks the percentage of people who click on a link within your content, such as a blog post or social media post.

 

  • Time on site: Measures how long visitors spend on your website or landing page, which can provide insights into the effectiveness of your content and user experience.

 

  • Referral traffic: Tracks how much traffic is coming to your website from other sources, such as social media or other websites.

 

  • Social media sentiment: Measures the overall tone and sentiment of social media mentions and interactions related to your brand.

 

  • Customer retention rate: Measures how many customers continue to engage with your brand over time, which can provide insights into the effectiveness of your community marketing efforts in building long-term relationships with customers.

 

Tools and techniques for measuring success

 

There are several tools and techniques that businesses can use to measure the success of their community marketing campaigns. These include:

 

  • Social media analytics: Most social media platforms offer built-in analytics tools that allow you to track engagement rates, follower growth, and other key metrics.

 

  • Web analytics: Tools like Google Analytics can help you track website traffic, conversion rates, and other metrics related to your online presence.

 

  • Surveys and feedback forms: Collecting feedback directly from your audience can provide valuable insights into how they perceive your brand and what they want to see more of.

 

  • A/B testing: By testing different variations of your community marketing campaigns, you can determine which strategies are most effective and make data-driven decisions about how to optimize them.

 

Ultimately, measuring the success of your community marketing efforts is crucial for staying competitive, improving ROI, and building stronger connections with your target audience.

 

By leveraging the right tools and techniques to track and analyze your community marketing metrics, you can make informed decisions to optimize your strategy and achieve your business goals.

 

As an actionable takeaway, we recommend that businesses identify the most important metrics to track for their community marketing campaigns, set specific goals for each metric, and regularly analyze their data to identify areas for improvement and make data-driven decisions for their community marketing strategy.

 

Examples Of Effective Community Marketing Strategies

 

Here are three brilliantly effective community marketing strategies in the SaaS industry to inspire you when creating your own community marketing strategies.

 

1. HubSpot

 

HubSpot is a SaaS company that offers a suite of marketing, sales, and customer service tools.

 

Their community marketing strategy is centered around their “Inbound” methodology, which focuses on attracting, engaging, and delighting customers.

 

HubSpot has built an online community of marketers, salespeople, and customer service professionals who share knowledge and best practices.

 

They also offer a range of resources and training courses to help their customers improve their skills and achieve their goals.

 

By building a strong community around their brand, HubSpot has been able to establish itself as a thought leader in the industry and drive customer loyalty and advocacy.

 

2. Slack

 

Slack is a popular team collaboration platform that has built a thriving community of users and developers.

 

They have created a developer community called Slack Platform Community, where developers can share tips, ideas, and best practices for building integrations and apps on the Slack platform.

 

Slack also has a user community called Slack Community, where users can connect with each other and share knowledge and ideas about how to use the platform more effectively.

 

By creating a strong community of users and developers, Slack has been able to drive the adoption of their platform and build a loyal user base.

 

3. Canva

 

Canva is a graphic design platform that allows users to create designs for a wide range of applications, including social media, presentations, and marketing materials.

 

Canva has built a community of designers and creative professionals called Canva Design Circle. They offer a range of resources and training courses to help designers improve their skills and create better designs.

 

They also host a range of design challenges and competitions to encourage their users to showcase their skills and creativity.

 

With this strong community of designers and creative professionals, Canva has been able to establish itself as a leader in the design industry and drive customer loyalty and advocacy.

 

Create an effective community marketing strategy for your business with Scale It Right

 

Community marketing is a powerful tool for businesses looking to build lasting relationships with their customers.

 

By creating a sense of belonging, trust, and engagement, companies can establish themselves as thought leaders in their respective industries and achieve sustainable growth.

 

As you embark on your own community marketing journey, remember to keep your customers at the heart of your efforts and measure your progress along the way.

 

And if you’re looking for expert guidance and support to help you develop and execute a winning community marketing strategy Scale It Right is here to help.

 

Our startup studio specializes in community marketing and offers a range of services to help businesses build and engage with their communities across a variety of channels, including social media, content marketing, and email marketing.

 

But more importantly, we have fun with it, so you can be sure the results will be great.

 

Get in touch with us today to see how we can help you unlock the full potential of your brand and connect with your audience in powerful ways.

 

About Scale It Right

At Scale It Right, we offer hyper-focused demand generation as a service to help your startup or SMB scale and grow. Our approach is designed to help businesses generate high-quality leads and accelerate their growth through targeted marketing campaigns and personalized outreach.

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