A brand community is a group of engaged customers that have a strong emotional connection to your brand. This community is purchasing from your brand, interacting with your content, and are already promoting you within their inner circle. They’re not just interested, they’re invested.
A brand community allows you to bring your brand to life in the real world and online by marketing through your customers.
Why Should I Have A Brand Community?
Brand Communities Help You Build Loyalty
Being a part of a brand community strengthens the emotional connection your customers have to your brand. 53% of Americans who are part of a social brand community are more loyal to the brand.
By engaging these customers directly, you deepen that connection and influence a repeat purchase, a shared piece of content, or even a new referral. It’s important to nurture these customer relationships to maintain and strengthen those bonds to your brand. Not only does it help you connect more deeply with your customers, but it allows your customers to connect with each other.
Make More Customer-Driven Decisions
It’s important for your customers to know that you have them in mind when making decisions. By creating meaningful conversations with your customers, not only do you learn more about what your customers want, but they feel like they have a direct line of communication with your brand.
Think about your brand community as a built-in focus group — you can directly gain more feedback and insight into what your customers want (or don’t want) to see more of. When you ask your community for feedback directly, you eliminate any ambiguity or guesswork around everything from the products or services you offer to the way you market them.
By opening up conversations with your brand community, you can also build a greater sense of transparency and authenticity.
Transform Casual Customers Into Advocates
Did you know that 3X more advocacy comes from emotionally connected brands? By engaging your brand community through more meaningful interactions and strengthening their emotional connection to your brand, you are setting the stage for a casual customer to become a brand advocate. These meaningful and positive interactions with your brand can turn into positive word of mouth referrals to your customers’ friends and family, or influence them to post about your brand online.
How Do I Build My Own?
If you have customers, then you have the basis for a brand community. If you want to turn this community into a powerful tool for your business, however, there are a few steps you can take to help you get started.
First, define what you want the goal of your community to be. Do you want your community to help you make more customer-driven decisions? Create more user generated content? Drive more referrals? By defining what you want your community to help you reach, you can set a clear strategy to engage and achieve your marketing goals organically.
Whether you’re just looking at building your community or looking to optimize your community efforts, we’ve created a series of eBooks to help you at every stage of the process. Check them out here!
Building a brand community isn’t just a way to connect with your customers, it’s a way to make more customer-driven decisions and achieve your growth goals organically. Ready to build your community? Check out the articles below: