Today, most consumers are no longer sensitive to corporate marketing speeches. More than being present on the web is needed to sell your products and services. For good reason, there are numerous competitors on the market and they all offer similar offers. So, to stand out, attract and retain consumers, it is crucial to create a strong bond with them. In other words, it’s essential to build an engaged community. How to get there? We give you some tips in this article.
Define The Bases And Objectives To Achieve To Build An Engaged Community
Building an engaged community around your brand is complex work that takes a lot of time. To be as effective as possible, you must do work upstream. This involves defining your brand identity, the goals to achieve, and the target community to reach.
Create Your Brand Identity To Build An Engaged Community
By seeking to create an engaged community, you want to bring together as many people as possible around your brand. For this to be effective, your future subscribers must be able to identify with your products and services. In other words, they must buy into who you are and what you offer. In fact, you must take the time to define all the elements that constitute your brand identity. It’s about determining the values, approach and vision of your company, your competitive advantage, etc.
Determine The Marketing Objectives To Achieve
When we want to build an engaged community, it is to achieve a specific marketing goal or objective. Depending on the context, this may be:
- To improve the image of the brand;
- To implement co-creation actions;
- To increase the customer loyalty rate;
- To publicize a new product or service;
- To develop visibility on a particular social network, etc.
To succeed in uniting an engaged community around your business, you must determine your objectives in a precise and concise manner.
Define The Target Community To Reach
The final step in this process is to determine who is in your community carefully. To do this, you need to know your personas inside and out. As a reminder, personas are representations of the ideal-typical customer. These are fictitious people who symbolize a consumer profile. Establishing this profile allows you to know the habits, expectations, values, needs and motivations of your target community. This also enables you to determine the strategies to implement to attract and retain them. Only after having done this work upstream can you concentrate on the next steps.
Tell Your Brand Story To Build An Engaged Community
To build an engaged community, your customers must embrace your brand’s universe. To succeed in this master trick, you can tell them the story of your brand. To this end, we recommend using storytelling as the main lever. Indeed, it allows messages to be transmitted in the least intrusive way possible.
Also, telling the story of the creation of your brand to your subscribers is the best way for them to imbibe your values. This allows you to mark their spirit further. Do not hesitate to share with your community the various moments in the life of your company. It could be :
- Stages of creating a new product or service;
- The presentation of new employees;
- Of your manufacturing workshops, etc.
To do this, we recommend using social networks. These are the best tools for distributing creative content, efficiently producing lives and sharing videos with your community.
Remember that sharing these stories promotes exchanges with your community and allows you to create a climate of trust with them. With this, there is no doubt that she will be engaged in every action you take.
Bring Added Value To Members Of Your Community
Obviously, for individuals to participate in the development of a brand, they must find personal interest or real utility in it. To build an engaged community, you must, therefore, provide added value to it. You can, for example, publish content on subjects that meet their needs or give them a voice through a discussion space. To do this, you can request the services of a social media manager or a community manager.
You can also ask them to participate in organizing an event or set up a space that allows them to express their creativity. You would have understood it! To build an engaged community, you must first determine the reasons behind this action. Then, it would help if you piqued their interest by providing them with added value. Finally, it would help if you got them to buy into your brand vision.
Also Read: How To Use Data To Optimize Your Community Marketing Strategy
