Building a brand community starts on day one of your business. It doesn’t matter how small your business is today because it’s only going to grow from here –hopefully exponentially. Return sales, or in this case, fans, are vital to any business structure so it’s important to start building a loyal fan base as soon as possible.
The golden rule when it comes to brand community is putting the client on a pedestal: it is important to cater to them. Building a community where your fans feel safe, can express themselves and are gratified will not only boost your sales, presence and branding but will ultimately lead you down a longer (and more profitable) business path.
Know what you stand for and it’s value. Yes, it’s obvious but it’s surprising how many companies think they can take on the world and don’t have a target market. You’re audience can’t be everyone or your product or service wouldn’t stand out. Take the time to reflect on your audience –who actually needs your product?- and the people intrigued by your industry.
Knowing what you stand for, will also help you assess the true value of your product or service. It’s important to sell something of value that you would want to purchase yourself. Do your research and analyze your competitors. How are they reaching their fans and building successful communities?
Engage, Engage, Engage. Engage seems to be the word of the year but there’s a reason everyone is shouting it from the rooftops: your fans are craving it! People feel valued when you cater to them, and they feel special when you engage specifically with them. This is the reason why mass emails are going extinct. No one is going to go out of their way for a brand that doesn’t cater to them or take the time to engage with them personally. Social Media is great way to start interacting with fans; answer questions, start conversations, react to posts etc. You should also consider customizable marketing material and personalized thank you cards or birthday discounts.
Buy 2 get 1 Free. Giving shoppers incentive to make repeat purchases is a great way to build super fans. Customers like a good bargain but they love the opportunity to share it with everyone. Many companies forget the importance of making it easy for customers to share. Your fans will be your most valuable asset for creating organic content around your brand.
Consider the Facts, by Social Media Today
- Brand advocates are 50% more influential than the average customer.
- 83% of consumers require some degree of customer support while making an online purchase.
- 89% of customers have stopped doing business with a company after experiencing poor customer service.
- 70% of buying experiences are based on how the customer feels they are being treated
Whatever strategy you choose, make sure you build an environment that echoes your brand’s messaging while keeping it fresh for your fans. Attracting fans is only half the battle, you also need to consider the content needed to keep them there!
