People need a sense of community. A 2018 Cigna research showed that almost half of Americans felt lonely; this feeling must have been only exacerbated by the pandemic. While many social interactions have been replaced by social media, people still need a sense of belonging.
That’s where building a community comes in. By creating a community around your brand or product, you engage both your customers and potential customers and show them their voices truly matter.
Why should it matter to you?
Building community can help increase brand awareness and attract new customers.
That’s because people are more likely to trust their friends and family when making decisions. In fact, a Nielsen survey shows that as much as 84% of surveyed people believe that word-of-mouth recommendations are the most trustworthy. And so, word of mouth remains the best form of advertisement.
However, there’s more to that. Engaging with the community can give you diverse perspectives. You can reach more people, get better feedback, and hear voices that otherwise might not reach you. This can lead to better and more inclusive product design.
There are many forms of engagement besides simply sending out newsletters. You can talk to your customers so that they provide customer testimonials. Conduct a survey and interactive market research sessions to give you insights into people’s opinions. You can post infographics to educate people about your company, product, or industry. Use platforms like Instagram, Twitter, and TikTok and have a conversation with your community.
The important thing is to show people that you care. By keeping customers engaged, you’re fostering brand loyalty. Accenture research shows two-thirds of survey participants are more likely to spend on brands they are loyal to.
So, make sure your community is thriving and you’re likely to see returning customers and many referrals.
If you need any help with writing engaging communications, let us know. That’s what we’re here for!
Photo by Andrew Moca on Unsplash