Why Online Communities Are the Secret Weapon of Modern Marketing

The concept of marketing has moved beyond simply the old world way of doing things. The brands that do make it are those which form a connection with people on the basis of relationship, and today online communities are arguably the most powerful way to do that. Rather than passive users simply skimming over the ads, the community is a group of users who engage with their experiences, share experiences and maintain relationships with brands that they trust.

Though there’s brand-lifting magic that goes on with social media girls and influencers who demonstrate to communities how a business can be a better, cooler version of itself (literally overnight), the real alchemical gold is in building places and spaces where customers want to show up en masse. These virtual meeting places are where discussions happen, problems get solved and the connections cannot be replicated by any advertisement.

The Game-Changing Benefits of Online Communities

Build Trust and Credibility

Online communities allow for an amount of openness that is unmatched by traditional marketing. With real customers posting authentic experiences and getting genuine feedback, trust comes naturally. Members are used to seeing real people behind brands, not just airbrushed marketing messages.

Boost Engagement Beyond Social Media

We can “like” and share social media posts, but community conversations create meaningful discourse. They ask questions, offer solutions, and dive into content because they feel ownership of the space.

Free Focus Group for Market Research

Local communities and users offer copious amounts of information about what customers want. Members share their thoughts on new products, suggest improvements and tell you what your surveys won’t, opportunities for improvement in your services, all of which help make more informed business decisions.

Higher ROI and Reduced Support Costs

A University of Michigan survey reveals that consumers spend more after becoming members of company communities. Wix discovered that sites with communities drive 2x more traffic and 3x more revenue compared to those without. One software company even saw support tickets drop 28% after their community launch.

Types of Communities That Drive Results

Social Communities

Operating on platforms such as Facebook Groups or LinkedIn, these communities center the conversation around brand awareness and audience growth. Participants bond in common interests that have to do with your industry or values.

Support Communities

Customers are working together to solve problems for each other so that your support team is not over-burdened trying to do it all, and customers appreciate the experience more. These are candid forums that fill up with experienced users helping newbies out.

Advocate Communities

Convert your best customers into brand ambassadors. These members are spreading the word about you, because they really believe in your value proposition.

Insight Communities

Collect long-time customer feedback on product enhancements and new feature ideas. They are testing grounds for innovation.

Building a Community That Actually Works

Determine Your Community’s Purpose

Begin with a strong mission that serves your business objectives and members. Are you addressing pain points within industries, forming communities of interest groups or offering excluded access?

Identify Your Target Audience

Investigate who will gain the most from your community. Know their pain, gains & preferred mode of communication so that content and discussions strike a chord with them.

Establish a Savvy Management Team

They need active moderators who know your brand’s voice and can foster helpful discussions. They provide prompt feedback, foster collegiality, and sustain quality conversations.

Create Firm Communication Guidelines

Transparency and rules support good manners and decisions in your community. There are certain behaviors, as well as content to be submitted and discussed.

Your Community-First Marketing Strategy

Creating community before selling leads to lasting impact and engagement. Begin by adding value, making connections, and solving actual problems. Once members trust your brand and are finding results from the resources your community offers, sales will naturally come.

And the most effective online communities integrate marketing into authentic relationships. They are the spaces the customers elect to spend time in because they get something of value from each interaction.