Relationships are the foundation of any successful business, no matter your industry, and in today’s connected world, building a robust relationship between brands and customers is more crucial than ever. Developing a brand community is one of the most potent tools to cultivate this bond. A brand community is not just a marketing strategy – it represents a paradigm shift in how businesses relate to consumers. In this blog post, we will discuss why a brand community is paramount for fostering customer loyalty.
Why customer loyalty matters
We all know keeping existing customers is easier and cheaper than attracting new ones. One of the reasons is that a loyal audience is unaffected by social media algorithm changes or uprising competitors in your industry. Instead, your audience’s loyalty depends on your relationship; they trust that you provide them with qualitative content, offers, and products or services. Also, remember that a loyal audience is the best marketing or earned media when attracting and establishing trust with new customers. Therefore, building and retaining relationships is the best way to strengthen everything from your social media account to your overall business.
What is a brand community?
Imagine you’ve just released a new product, say, a special kind of coffee blend. Over time, you notice that some of your customers aren’t just buying it; they’re raving about it online, sharing photos of their morning brew on social media, and even recommending it to friends and family. These enthusiastic customers do more than enjoy your product; they connect over their shared love for it.
A brand community is like a club or gathering of passionate customers. Instead of being individual fans, they come together, online or offline, and form a community around their shared interest in your brand or product. They discuss it, share experiences, give feedback, and organize events or meetups. For a marketer, this is gold! It means your brand has resonated deeply with these individuals, who are loyal customers and advocates for your product.
Engaging with this community can offer invaluable insights. You’ll get direct feedback, better understand your customers’ needs, and can even involve them in co-creating products or marketing campaigns. Moreover, a strong brand community can act as a buffer during challenging times; they’ll often defend and support the brand because of their deep connection. For this reason, building a brand community is an excellent way for brands to increase their customer loyalty.
Turn your audience from passive to active
One of the best ways to bond with your audience is by making them feel like they are a part of the products or services they purchase from you. There are several things you can do to invite your audience to interact with you.
User-generated content is a fantastic, free way to engage your audience actively with you. For example, if you just released a new coffee-blend, ask your audience to send or post pictures of their morning-cup. This is an excellent way of earning valuable word-of-mouth (WoM). If you are writing an article, ask your audience to share their ideas and experiences around this topic by creating a hashtag. Hashtags are also an excellent way for consumers to show or demonstrate products. If you start a successful social media movement with a hashtag, you might gain news coverage in the media or online communities.
By hosting a Q&A session, for example, on social media or in a webinar, you give your audience a chance to ask questions and have their questions answered. At the same time, you show your expertise in a specific area. This is a great way to build trust and determine how your business could improve its communication and information. By providing offers that are easy to use and understand, you will get better online and offline reviews.
Asking for input is an underrated way to create better offers. Ask for customer feedback if you lack insight or information about your their problems. For example, getting the correct customer input might seem like a challenge for companies with advanced products or innovative technology. But even if customers don’t always know exactly what product or service development they want, they know what outcomes they desire. By listening to them, you won’t waste your time or money developing your offer in the wrong direction. Also, you’ll show your audience that you want to create products or services that are truly created according to their needs.
Loyal customers remember your brand
One of the most common ways businesses fail to connect with their audiences is by not talking to them correctly. People are interested in talking to a person, not a robot. This is why being personal is a winning strategy for brands. Strive for emotional connections with your audience by sharing your brand’s history, challenges, and successes – this will make you relatable to your audience. Behind-the-scenes material is one way to do this: invite your audience into your work culture, processes, and plans.
Two of Sweden’s most prominent investment banks, Nordnet and Avanza, have social media accounts designated for these updates. They are great examples of how to humanize a company in an industry traditionally associated with strict communication. If you would like to know more about how to build that kind of presence in social media, you can read our guide on how to succeed with your Social Media Management Strategy.
Brand storytelling is another way to be personal. There is a reason your business exists – focus on that. Airbnb is one example of a brand with successful storytelling. Their messaging focuses on community and local hospitality, connecting to people’s desires for local travel experiences. Remember, people will remember your brand for a longer time if they connect with you emotionally.
Brands can expand their emotional engagement by also incorporating the following strategies to ensure they leave a lasting imprint on their audiences:
- Customer-Centric Content: Brands can further engage with their audience by creating content that addresses their audience’s needs, challenges, and aspirations. User-generated content (UGC) is an impactful way to showcase real-life experiences of customers. By featuring testimonials, reviews, and stories from your users, you validate your product’s effectiveness and celebrate your community.
- Interactive Engagements: Modern consumers value experiences. Leveraging virtual and augmented reality, live Q&A sessions, webinars, or even interactive quizzes can give customers a unique and memorable interaction with your brand.
- Consistent Communication: Ensuring a two-way communication channel where customers can voice their concerns, provide feedback, or engage with the brand helps build trust. Regular newsletters, feedback surveys, or even a simple thank-you note can go a long way.
If you want to know how you can use media monitoring to create engaging content, read our blog article about it.
A rewarding customer loyalty program
By making your audience feel seen and appreciated, they will likely stay loyal to your brand. A lot of companies have loyalty programs to retain their customers. One example is to earn points for every purchase, which e-commerce companies commonly use. Banks often offer their customers discounts at stores and websites after their customers have reached a specific membership level.
Recognizing your customer efforts is also an excellent way to nurture relationships with your audience. If you have recurring people who always like, comment, and share your posts on social media, acknowledge that. A simple thank you goes a long way! This is particularly advantageous if you are a small business with a small follower base.
Another idea is to surprise your customers with small gifts, for example, a digital download, a small product, service, or gift card. Or why not send them a personalized note of appreciation for being a loyal customer? These kinds of efforts are often appreciated as they make people feel special. If you write a personal and unique note, chances are that the person might even post it on social media. Win-win! People love it when brands are confidential and care for their customers – and there is no better PR than that.
Summarized
Cultivating strong relationships between brands and consumers is essential. Brand communities are vital for this purpose, serving not merely as a marketing tool but as a shift in how companies interact with consumers. Such communities are gatherings of passionate customers who rally around a product or brand, discussing and promoting it. For businesses, these loyal customers offer invaluable feedback and advocacy.
Engaging customers actively is vital to deepening brand loyalty. Companies can do this through user-generated content, by for example asking consumers to post images of the brand’s product or share experiences via specific hashtags. Another effective strategy is hosting Q&A sessions, allowing direct interaction and showcasing brand expertise. Feedback mechanisms ensure the brand meets consumer expectations, addressing their needs and desires.
For a brand to truly resonate, it must humanize its approach. For instance, Nordnet and Avanza have effectively used social media to present a more approachable, human side. Storytelling is another crucial aspect, with brands like Airbnb excelling by emphasizing community and unique travel experiences.
Recognizing and rewarding loyal customers further solidifies the relationship. A loyalty program, surprise gift, or even a simple thank you can make consumers feel seen and valued, often prompting them to promote the brand further on social media. A personal touch, engagement, and acknowledgment are the pillars of building a brand that consumers love.
