In a digital-first world the way we communicate has fundamentally changed. We seek community, we seek content, we seek connection. Building community is more important than ever. A driven community fosters relationships and meaningful conversation. Beyond educating consumers on a brand’s products or services, an online community can drive demand.
Building an online community will allow your brand to:
It’s human nature to connect with likeminded people. We’re hardwired to form communities around similar interests. In order for communities to get off the ground, they need content for people to form a community around. Remember, communities form around content that brings value to the consumer. The content can’t just talk about you, your product, and service.
Types of content your brand could create to build a community include:
As you’re creating community-driven content, encourage your users to communicate with each other on a social media or branded platform.
The average customer journey takes at least 20 touchpoints before a purchasing decision is made. In post-COVID world customers also expect a level of personalization. It’s a tall order for your brand to create 20+ unique content items for individual users and will be difficult for even the largest brands. Instead, consider building tentpole content that can be discussed, shared, remixed, and encourage user participation.
Your brand can greatly benefit from an online community, as audience engagement generates touchpoints for your brand, including:
Like the infographic above? View and share it as a reel or story.
Engagement is an important metric for any brand. Over the last two years, companies that invested in digital engagement grew top-line revenue by an average of 70%.
As customer concerns over privacy shift us into a ‘cookieless’ world, engagement driven through content and community is more important than ever. Digital engagement leads to:
Building a community delivers real customer engagement benefits. The community is a dedicated place for a customer to learn, grow, problem-solve, and interact.
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