Many businesses still think their customers are nothing more than transactions; numbers that look good in their month-end accounts. Marketing teams are often obsessed with reaching as many people as possible. However, it’s not just large audiences and impressive numbers that define business success. In fact, it’s more about engagement, and that’s how brands with great communities can grow so quickly. This is why many companies are now investing heavily in brand communities. When it comes to brand communities, many companies immediately think of Facebook, where they invest thousands of dollars in paid advertising to grow their followers. I
What are brand communities and why are they important?
Sure, you can create a branded Facebook page with your own logo and timeline imagery, but everything you publish and the visibility of all your posts on the web are ultimately under the platform’s control. As it happens, the platform also wants to steer its commercial users towards paid advertising. In other words, the community Buy Hungary B2b Email Database to you. It’s just content and profiles that sit on top of someone else’s platform. The brand community is a very different beast. It is an owned digital asset that you alone build, manage and participate in. They are exclusive spaces that foster meaningful connections between an organization and its customers. The simplest brand community is just a website forum, which provides a space for customers to seek support, provide feedback, or simply connect with each other to share their passions.
Brand Communities Differ From Other Marketing
Brand Communities differ from other marketing-focused platforms in that they are built primarily for customer needs, not a business. However, with customer success comes commercial success. Marketing is no longer about disrupting people; it’s about a two-way conversation. It’s more personal and consumer-driven than ever. This is what makes the brand community a one-stop-shop for customer satisfaction, support, research and development, and all other types of interactions.
Determine what you want to achieve
Your community should support your customers. To do this, you need to put them first when defining your goals. Ask yourself what their pain points are and why they want to join. For example, trainees of a coach or mentor might want a space to connect with others taking the same class and to receive updates and announcements of upcoming classes. Diners at chain restaurants may be looking for an easy way to see what’s on the daily menu, or to share their own thoughts. Politicians may want an effective way to connect directly with their constituents. The truth is that almost any niche can benefit from having its own private community.