A Guide to Community Marketing for Modern Marketers [2023]

 

What is community marketing, anyway? Is it a magical formula for success or just another buzzword floating around in the digital world?

Community marketing is all about connecting with your audience on a personal level and creating a loyal fan base that will stick around for the long haul.

After all, having an online community can increase brand engagement. And that's why 85% of marketers support the power of community marketing.

What Is Community Marketing? A Definition

Community marketing is a marketing strategy that focuses on building relationships and engaging with a specific group of customers or audience members.

The goal is to create a loyal fan base that is passionate about your brand and will spread the word about your products or services to others.

This type of marketing is all about forming a connection with your audience and empowering them to become brand advocates who will promote your business both online and offline.

These online communities are impactful even for the new generations, who value in-the-moment connections.

So, for example, recently, 22% of Gen Z have joined an online community, and 36% of them actively participated in an online community which is higher than any other generation.

Community Marketing PROS

Social Connection

Being part of a community is like being part of a cool squad with shared values and interests.

Community marketing helps you create a fun and welcoming environment where people can connect and bond over their love for your brand.

Power to the People

With community marketing, your customers are more than just passive buyers.

They're an active part of your brand and have the power to shape its future.

By providing them with information and a voice, you're empowering them to take control and make your brand even better.

Love That Lasts

Building a community means building a loyal fan base that will stick with you through thick and thin.

By fostering a sense of belonging and emotional connection with your brand, you're creating a love that lasts and a sustainable future for your business.

Keeping It Real

In a world of fake news and manufactured content, authenticity is king.

Community marketing helps you create a real, authentic brand that connects with people on a human level.

Community Marketing CONS

Time + Effort

Building a community is like planting a garden. It takes time, effort, and a lot of patience to see the fruits of the labor.

CSI: Difficult to Track the Impact

Measuring the impact of community marketing can be like solving a mystery.

It's not always easy to track the ROI and determine what's working and what's not.

Loss of Control

When you build a community, you're giving up a certain amount of control over your brand.

You can't control what people say or how they act, but you can influence them by creating a positive environment and providing great content.

The Best Practices for Successful Community Building

 

1. The Power of Integrating Social Media and Community Marketing

As a community marketing manager, you know the importance of social media in building a successful community.

However, simply having a social media presence isn't enough!!

To truly make an impact, you need to seamlessly integrate your community marketing and social media strategies.

One common social media community management failure is not engaging with your audience regularly.

To avoid this pitfall, monitor your Facebook groups list to keep track of your community members and engage with them on a regular basis.

Use social media to solicit feedback and input on new products or services and even host virtual events to create a sense of community.

2. Creating a Cohesive Customer Journey With Lifecycle Marketing

Lifecycle marketing is all about creating a cohesive journey for your customers, from their first interaction with your brand to their long-term loyalty.

So… keeping this journey in mind when creating your community-building strategies is key.

Think about how you can create a seamless experience for your customers as they move through EACH stage of the lifecycle.

This means creating content that speaks to their needs at each stage and offering specific events or exclusive perks that are tailored to their interests.

However, this is only ONE of the steps of lifecycle marketing you have to follow.

One thing is for sure — By keeping lifecycle marketing in mind, you can build a thriving community that keeps your customers engaged and loyal.

3. The Magic of Event Marketing

Hosting events is a powerful way to build your community and create lasting connections with your audience.

But not all events are created equal.

If you want to leave a lasting impression and create real connections with your audience, your events need to be relevant and valuable.

Get creative and host workshops, seminars, webinars, or other events that give out the juiciest insider info and encourage networking.

The key is to make them engaging and informative and always seek feedback to keep improving.

With the right mix of excitement and valuable content, you can really transform your community into a tight-knit group of people who love your brand.

4. The Art of Networking Events to Nurture Your Brand Community

What is community marketing if you don't focus on nurturing your “fans”?

The answer: it's a group of people.

Remember — you're not just building a community; you're nurturing it.

And what better way to do that than through networking events?

Networking events are a powerful tool to connect with your audience, build relationships, and gather feedback on your brand.

To learn how to build a community through networking, this article is for you.

But don't forget that networking is a two-way street.

Be sure to listen actively to your attendees, gather feedback, and take notes.

Use the insights you gain to improve your brand and enhance your community-building efforts.

5. Create a Sustainable Source of Growth Through Brand Advocates

Building a community is a great start, but what's even better than having a community?

Having a community of brand advocates who are passionate about your brand and are willing to spread the word.

Brand advocates are your most loyal customers.

They love your products, they rave about your brand to their friends, and they'll go out of their way to support you.

By nurturing these relationships, you can create a sustainable source of growth for your brand.

It's also important to create opportunities for your brand advocates to engage with your brand on a deeper level.

Consider hosting focus groups and surveys or even inviting them to join your product development team.

You want to make them feel like they have a voice in your brand and that their opinions matter.

6. Monitoring Your Online Brand for Success

In today's digital age, your online brand presence is more important than ever.

So, it goes without saying that it's a must to monitor your online brand to ensure its success, right?

Track social media engagement, monitor online reviews, and pay attention to what people are saying about your brand.

Use this information to continually improve your community and make adjustments to your marketing strategy.

By monitoring your online brand, you can ensure your community continues to thrive, and your brand remains relevant.

To Wrap It Up

In the end… community marketing can be a game-changer for your brand.

It provides a unique opportunity to connect with your audience, build lasting relationships, and foster a community of brand advocates who will keep coming back for more.

By integrating community marketing into your overall strategy and following the best practices we've outlined, you can create a thriving community that will serve as a sustainable source of growth for your brand.

Remember, community marketing is not just a one-time effort but an ongoing commitment to nurturing and engaging with your audience.