How and why to create a customer community for your business
Posted: Tue Jan 21, 2025 3:59 am
In an increasingly digital and connected world, it is a huge challenge for companies to capture the attention of the audience they want to reach. However, using some marketing concepts and tools well makes it much easier to achieve this goal. The issue involves defining the target audience, engagement strategies and metrics.
It is important to note that there are many ways for a brand to speak directly to its audience. It is important to remember that the evolution of data processing and analysis, especially in the last ten years, has greatly helped businesses in this regard.
Multiple digital tools reduce efforts and improve assertiveness in communication for product sales. However, there is a way for a company to connect directly with its target audience, and in a more authentic way: through community marketing. It is worth noting that these strategies are complementary. One does not exclude the other.
This journey involves several steps, starting with the qatar whatsapp data creation of a customer community, a strategy that increases retention and organically promotes brand advocates. It is no coincidence that giants such as Microsoft and Salesforce have invested in acquiring existing communities.
Furthermore, Brand 2 Consumer allows you to connect through your own community and interact directly with partner communities in a strategic way, reaching the right persona — remembering that the concept of persona refers to the detailed personification of the target audience. When this happens, the brand creates a real connection with the consumer. Which is, in fact, what companies want to achieve.
Another relevant point: in the case of communities, quality is more important than quantity. Simply because the audience has more of a “mass” idea, of different audiences. A community is a smaller group, but with a stronger connection. Communities, in other words, are the “places” where a company’s target audience is engaged, ready to connect with the brand.
It is also worth mentioning the role of influencers in this dynamic. They are the last link in the traditional digital marketing chain, which focuses on reach, before conversion marketing in communities. With micro-influencers, a company can reach its target audience with greater conversion.
However, the followers or subscribers on influencers' social networks are an audience that is only on Instagram or YouTube — they do not form a community. This is because the brand's interaction with this audience is mediated by the networks' algorithms — something, therefore, that is outside the company's influence.
In short, on a social network, the brand has no control; in a community, it does. It is no coincidence that community managers work by engaging segmented groups, creating content, constantly exchanging messages, without necessarily having to post on the networks.
When it comes to communities, at the end of the day, likes don't matter: what matters for brand interaction is the click. And how do you create a community? Some essential points: interview your target audience to learn in detail about their pain points and desires; hire a community specialist, who could be a community manager or a mentor; think long-term, not about making quick money.
In today's world, where changes are happening faster and faster, it is impossible to stand still. If a company wants to engage its audience and ensure that it has a strong connection with the brand, it needs to develop strategies to serve its communities. After all, they are the true asset that any brand wants to preserve.
It is important to note that there are many ways for a brand to speak directly to its audience. It is important to remember that the evolution of data processing and analysis, especially in the last ten years, has greatly helped businesses in this regard.
Multiple digital tools reduce efforts and improve assertiveness in communication for product sales. However, there is a way for a company to connect directly with its target audience, and in a more authentic way: through community marketing. It is worth noting that these strategies are complementary. One does not exclude the other.
This journey involves several steps, starting with the qatar whatsapp data creation of a customer community, a strategy that increases retention and organically promotes brand advocates. It is no coincidence that giants such as Microsoft and Salesforce have invested in acquiring existing communities.
Furthermore, Brand 2 Consumer allows you to connect through your own community and interact directly with partner communities in a strategic way, reaching the right persona — remembering that the concept of persona refers to the detailed personification of the target audience. When this happens, the brand creates a real connection with the consumer. Which is, in fact, what companies want to achieve.
Another relevant point: in the case of communities, quality is more important than quantity. Simply because the audience has more of a “mass” idea, of different audiences. A community is a smaller group, but with a stronger connection. Communities, in other words, are the “places” where a company’s target audience is engaged, ready to connect with the brand.
It is also worth mentioning the role of influencers in this dynamic. They are the last link in the traditional digital marketing chain, which focuses on reach, before conversion marketing in communities. With micro-influencers, a company can reach its target audience with greater conversion.
However, the followers or subscribers on influencers' social networks are an audience that is only on Instagram or YouTube — they do not form a community. This is because the brand's interaction with this audience is mediated by the networks' algorithms — something, therefore, that is outside the company's influence.
In short, on a social network, the brand has no control; in a community, it does. It is no coincidence that community managers work by engaging segmented groups, creating content, constantly exchanging messages, without necessarily having to post on the networks.
When it comes to communities, at the end of the day, likes don't matter: what matters for brand interaction is the click. And how do you create a community? Some essential points: interview your target audience to learn in detail about their pain points and desires; hire a community specialist, who could be a community manager or a mentor; think long-term, not about making quick money.
In today's world, where changes are happening faster and faster, it is impossible to stand still. If a company wants to engage its audience and ensure that it has a strong connection with the brand, it needs to develop strategies to serve its communities. After all, they are the true asset that any brand wants to preserve.