At Numerical Blog, we have already shared several articles about the importance of content marketing , since it is based on implementing effective content techniques to increase visits to your website, as well as to position your brand as a benchmark within your sector.
Using content marketing in your communication strategy will also be the basis for creating a brand community. Building a brand community is vital not only to get new customers and bill more, but also to get to know your users and their needs better, and to have a place where you can interact with them in a close and friendly way.
What is a brand community?
When we use the concept of brand community, we are referring to a group of people who identify with what your brand represents and gives them through its messages, the information it shares, and of course, your products. In other words, the members of your community find added value in being part of it , and therefore, they feel part of your brand's family.
The real challenge in creating a strong brand community is finding this added value to offer our followers that can increase the appeal of our brand. By defining that value we will be able to generate this sense of belonging.
Advantages of creating a brand community
- Make your brand known and gain visibility
- Show your brand identity and the values it represents
- Customer loyalty
- Provide personalized customer service and create a space for dialogue with our users
- Show our products and know the opinion of users about them
- Search for new collaborations
- Active listening, knowing what is being said about your brand
- Improve your positioning
- Attract new customers
- Advise users in the moments of truth of the purchase funnel
- Attract more traffic to our website
- Earn brand reputation
5 steps to creating a brand community
Now that you have reviewed all the advantages that creating a brand community can bring you, you will surely venture to create it. We simplify the process with the following six steps:
#1 Define what your brand represents and what it does not
What differentiates it from the competition?
What do you offer users besides products or services?
What does it communicate?
#2 Be clear about your buyer persona
Who are you looking to attract? To know our buyer we must deal with a semi-fictional representation of our ideal consumers. The buyer persona includes a psychological and social profile of our ideal client. The more complete your profile, the more effective our marketing strategies will be . The ideal is to know everything about him, from his concerns to his influences. Knowing our ideal client from head to toe will allow us to know exactly what we can offer them at the community level.
#3 Encourage engagement within your community and listen to it
You can achieve this by asking questions, organizing contests, or asking for feedback. Anything that can help users communicate with each other and with our brand directly will foster a sense of belonging. Additionally, listening to what our followers are saying will give us indicators of how strong and engaged our brand community is and where we need to improve.
We must create compelling titles, and make our stories as emotional and personal as we can so that our community can relate to them. Audiovisual tools such as videos or photos will help us a lot to accentuate the emotional part and increase the chances that the user will identify with the brand.
#5 Make being part of your community an experience for the user
Offer exclusive benefits for the most committed members of our community such as discounts, promotions, or gifts. Pamper your fans!
Now you can start building your brand community and get better feedback from your potential customers. Once your brand community is consolidated, you will see that it will be much easier to attract new customers and increase your billing, because you will have a large recommendation network!
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