If you intend to build a consumable brand with online success, it’s crucial to consider both the scope of your audience and the depth of your community, although they are often confused as two sides of the same coin.
Communicating with your audience establishes a one-to-many relationship, with a focus mainly on dissemination. Although social media users may comment, the majority of the audience simply consumes information.
Having a broad and receptive audience is of great value, and developing their experience is absolutely fundamental. That way, when you have something to say, there will be someone listening. And that’s pure gold.
When it comes to building a loyal audience for your brand, it’s important to remember that people aren’t just looking for a constant sales pitch.
To truly engage and retain their interest, you need to provide content that entertains, inspires, educates, or captures their attention in some other way. It’s important to find creative ways to make it more than just a sales message.
While a broad audience certainly has value, it’s not the same as a community. Communities form around shared interests or values, whether in a small town neighborhood, a shared professional skill, or a love for a football team.
Unlike a passive audience, members of a community interact with each other, building deeper connections that extend beyond a single topic. In the case of a brand, a community forms around a shared passion for what that brand represents.
To build a successful brand, it’s important to focus on both the scope of your audience and the building of a community. By creating content that speaks to your audience’s interests and values, you can build a loyal following that will stick with you for the long term.
Employ a platform that promotes bidirectional dialogues.
Creating a community is not as easy as throwing a party and hoping people show up. Choosing the right platform is key, and not all platforms are created equal. While TikTok and Instagram may be great for showcasing your brand to a wide audience, they don’t necessarily foster community participation.
On the other hand, platforms like Facebook groups and Google are designed to foster conversations and connections between people. Creating a many-to-many interaction that allows users to share their own content and interact with others.
However, when the community grows too large, platforms like WhatsApp and Slack can become difficult to navigate, and some brands even choose to create their own internal forums, though this can be an intimidating task.
LEGO Ideas is a great exception to the rule, as it allows fans to become LEGO designers and submit their own ideas through a dedicated platform. The best ideas are then brought to life, produced, and sold.
When choosing a platform for your community, consider your customers’ demographics, the size of your community, and where your brand is receiving the most attention.
Invest in unforgettable moments that challenge scalability limitations!
Don’t be afraid to go big with unique experiences that make people feel valued and special. These moments can be as small as taking the time to respond to each comment with a personalized note, or as big as inviting select guests to a product launch.
While these moments may not be easy to replicate on a large scale, they have a powerful impact on brand perception and foster a deeper, more meaningful relationship with your customers.
Therefore, think outside the box and remember that these experiences are what create true brand loyalty, a motivating factor for both customers and employees. And don’t forget that sometimes the most impactful activities cannot be measured by traditional marketing metrics.
Empower your ambassadors!
Strengthen your community and find brand ambassadors who can provide direct access to customer feedback. Stay in touch with them regularly through various channels and empower them to feel valued and influential.
However, in an open and authentic environment, your community can grow to become a space for personal connections and opportunities beyond the brand.
Investing in community growth remains a profitable strategy for growth through word-of-mouth and knowledge sharing. So discover the relevant motivations of your brand customers and start nurturing your community for great possibilities and benefits in 2023.
