In today’s digital age, success is equivalent to how many people choose to talk about you (in a positive light). The more followers, comments, and likes, the merrier.
It’s formally called an engaged community. And in this post, we will explore the concept of an engaged community in deep detail. We’ll check out how exactly an engaged community benefit business and how can you build an engaged community for your brand.
Let’s get started!
What is an engaged community?
By definition, an engaged community is a group of people who are actively involved with your brand, whether it’s through social media, events, or other means. These individuals are not just passive followers, but they actively engage with your brand and help promote it to others. This community can exist on various platforms such as social media, email lists, forums, and more.
For example, conference booth games can help build an engaged community for B2B businesses. These games can attract attendees to your booth, help break the ice with potential customers, and leave a positive impression. Conference booth games bring about a fun and memorable experience, which further initiates a positive association and fosters long-lasting connections.
Top benefits of an engaged community
Building an engaged community for your brand comes with several benefits, including:
- Increased brand loyalty: An engaged community means increased brand loyalty. This results in a more dedicated customer base that is more likely to make repeat purchases and recommend your products/services to others. As an engaged community, your customers will feel more connected to your brand and are more likely to become loyal customers. In fact, a study conducted by Google found that engaged customers are 50% more likely to make a purchase than non-engaged customers. By building a community that fosters a sense of belonging and connection, you can build a loyal customer base that will stick with your brand through thick and thin.
- Increased customer lifetime value: According to a study by Rosetta Consulting, engaged customers are 20% to 40% more valuable than non-engaged customers. That’s because engaged community members are more likely to spend more money over time, resulting in a higher customer lifetime value (CLV). And thus, contributing to revenue growth.
- Lower marketing costs: A study by Nielsen reports that 92% of consumers trust recommendations from friends and family over traditional advertising. In this way, engaged communities can help lower marketing costs as they can act as free marketing channels. Engaging members can promote your brand to their own networks.
- Valuable feedback: When you have an engaged community, you can keep your finger on the pulse of your community’s needs and desires. It can help you develop products or services that are tailored to their specific needs.
How to build an engaged community
Fair warning: building an engaged community is NOT easy. That’s because the process demands constant and consistent effort.
It’s challenging but not impossible. Here’s a step-by-step guide on how you can get started with building an engaged community for your brand:
- Define your community: The first step is to define the type of community you want to build. Identify your target audience and what they want from your brand. This will help you create content and messaging that resonates with them.
- Choose the right platform: Next, choose the platform where you want to build your community. This can be social media, forums, email lists, or any other platform where your target audience is active.
- Develop a community strategy: Now that you know who you wish to interact with and where – develop a community strategy. It should outline your goals, tactics, and metrics for measuring success.
- Create valuable content: Once you have identified your community and platform, start creating valuable content that resonates with your audience. This can be blog posts, videos, social media posts, or any other content that adds value to your community.
- Engage with your audience: Engage with your audience by responding to comments and messages, asking for feedback, and creating opportunities for two-way communication.
- Reward and recognize your community: Recognize and reward your community for their engagement. This can be through exclusive content, discounts, or other incentives.
Examples of engaged communities
Before you begin your journey, it’s a good idea to learn from established brands. Here are some examples:
- Apple: Apple’s engaged community has been around for decades and has played a significant role in the company’s success. Apple has built a loyal fanbase by creating innovative products that resonate with their audience. Their community of users is passionate about the brand, sharing their experiences and opinions online, and often defending the brand against criticism. We can evaluate the success of Apple’s community engagement by their annual Worldwide Developers Conference (WWDC) where developers and fans alike come together to learn about new products and features.
- Nike: Nike’s community is centered around their dedication to fitness and athletic excellence. Their brand messaging inspires and motivates their customers to push themselves to their limits, and they’ve created a social media presence that supports that message. Nike’s social media accounts feature user-generated content, showcasing how people are using Nike products to achieve their fitness goals. This approach has helped to build a sense of community and shared purpose around the brand. Plus, Nike often collaborates with leading influencers that their target audience adores. It wins the attention of both existing customers and potential customers.
The process of building an engaged community for your brand will take time and effort. But the benefits are worth it. By following the steps outlined above, you can create a loyal community of brand advocates who will help promote your business.
Remember, sustaining the community you build is just as important as building it. Keep creating valuable content, engaging with your audience, and rewarding their loyalty to ensure your community continues to thrive. Hope this post helped you with your queries and confusion. Happy community building!