Do you want to build
Building an engaged community for your business is essential for any marketer. As we go through this topic it is important to note that there is a difference between a community and audience. Let us first dig in and define the two.
To get a clear understanding of the two, think of a band that performs and the people who listen to them. The band members work together to achieve something meaningful, they collaborate effort and are willing to support each other so as to come up with a magnificent piece of art. The band manager works to keep the team motivated, engaged and focused towards the final goal.
In this case, the band manager practices good community management while the band members make the community. On the other hand, think of the people who listen to the band, not actively involved to make things work but consumea their output.
In a nutshell, a community is actively involved in creating the output, feel responsible and have a sense of attachment and loyalty to a certain brand. While an audience is a group of people who are brought together by a common interest. They are not actively involved in creating the output.
In addition to that, Communities are engaged and companies that have communities have a well-established brand personality. While audiences are disengaged and can be automated.
Thinking about this, companies that need long-term leverage, they need a community not just an audience?
Why companies need to build online communities.
1. Communities are effective to drive brand awareness
So far word of mouth is still the most effective and credible way to raise brand awareness as well as grow your business. According to research, referred customers are the most loyal customers and take little effort to convert. Building engaged communities keep your brand at the top of the customers’ brain and therefore it becomes easy for them to share your brand with their friends. For example, on Facebook, the average person has a following of 130 people and every time they engage with your content, their followers are notified of such activity. ‘Mercy commended on Dijiturn post’ this is basically word of mouth and recommendation. You are most likely to trust a brand that your friend is already engaged with as compared to one that no one you know has engaged with.
2. Communities build loyalty towards a brand
When you constantly involve your audience and engage with them, they develop a sense of belonging and loyalty towards your brand, in the long run, they convert from just being an audience to an active community. How cool can it be for someone to post a question on your page and other customers gives then the correct answer on your behalf? Think about this. How committed could you be to a brand that involved you in making decisions? For example how loyal can you be to an ice-cream company that involved you in developing their latest flavor? In the long run, well-engaged community become your company advocates and can even defend your brand in the face of criticism.
3. Competitive advantage
4. Audience Expression
Social communities give your audience members a chance to express themselves and connect with each other as well as the brand on a personal level. This helps them build an emotional connection with your brand, keeping you top of mind when they’re ready to make a purchase
How to build an engaged community.
Whether is on your email subscription list, Facebook groups or Instagram, the following tips will help you establish a fully engaged community in this dynamic social world.
1. Be real and original
As the saying goes, social media is for the social business, this means being authentic and real. Post timely, fresh content every day to best appeal to your audience, your audience can tell when you constantly repeat the same post over and over again. Social communities are all about showcasing your unique and original brand. It’s always best to show your own stuff so as to bring out the uniqueness in your brand. This helps you build a stronger connection with your customers while keeping your brand top of mind. It is also important to leave the corporate jargon for your internal reports and be a real human on social media. After all, the platform is designed for fun and socializing! Use cheeky humor and tasteful jokes that relate to your community.
2. Make it easy for the people to communicate with you
nobody likes to send a message today and get a response tomorrow. Communication equals community. This goes down to the creation of content that is relatable and likable to your target audience. Communication is super important to your success here, with studies showing that 57% of consumers will stay loyal to a brand if there was more human communication. Your customer should know that behind the computer there is a person listening and ready to engage with them.
3. Provide value
Using the tips on this article you can start to grow and develop your engaged community. Hopefully, you have understood the importance of creating an engaged community as well as tips that you can use to create an engaged community in this dynamic social world. I believe that this article on how to build an online community has been helpful.
Remember to keep it real with your community!
If you have any comments or tips kindly feel free to share with us.
Thank you for reading!