Small Business start using brand communities
One of the latest trends in business is the promotion of brand communities. The first step is to draw customers’ attention and spark their interest in joining the community.
The potential of brand communities
Brand community is an effective way to retain customers that allows to know them better and to identify their interests and needs. These communities can also act as a meeting point between the company and its customers, which shorten distances and reinforce the link of trust and commitment. (Source Marketingquery)
To do this, the brand must raise an oriented strategy to reach their customers, enticing them to take part in the opportunity to spend part of their time in their exclusive community and exceed expectations. Thus a community of living and active brand, where all parties feel integrated and there is a creation of joy and willingness to take feedback on board.
The first step is to draw customers’ attention and spark their interest in joining the community. To do this, it is more than ever necessary to step into the shoes of the target audience and understand the motivations that can lead to join this initiative.
It is important to get brand communities right. This is important in the need to design persons representing different needs, values and attitudes of the target audience, in order to create messages designed to respond to each of the target audience.
Then you need to invite them to become full members. It is not just getting their initial interest, but it is necessary to make them a place in the mind of the customer and offer advantages with you, they really must want to know more about the community. Here, people are used to identify which aspects are most relevant to confirm their decision to belong to the community.
The next challenge is to bring back to the community, motivating them to enter, complete your profile and prepare to benefit from the actions proposed here. It is essential to not only create an initial interest but maintain it. So we can take as reference the data provided by individuals, studying the objectives and motivations that led users to this point.
A community cannot be kept alive without the contributions of its members, who are offered lots of options and proposals to spend their time.
Hence, the need to generate the initial commitment of the members and work to meet expectations by offering suggestions to motivate them to action. This would not be possible without a deep knowledge of the customer, a fact that is facilitated by designing people.
It is essential to maintain the level of activity. Customers have been able to see the benefits of belonging to the community, therefore the next step is to continue to provide value and make full members they enjoy and participate actively.
To achieve real customer engagement is necessary to give them preferential treatment and show a genuine interest. It is therefore important to identify leaders, and value as such.
Definitely build a brand community is an initiative that denotes a real interest in learning and improving the customer experience with the brand, which involves working to meet their needs and strive to exceed their expectations.