Updated February 1, 2021; Published January 18, 2021
Every marketer knows that brands must engage with their consumers and establish a (sense of) real personal connection.
The term loyal customers or brand advocates is now being replaced by the term Brand Communities - they are relatively similar however brand communities are about speaking directly to communities versus direct to a consumer.
Brands should be gathering their most faithful customers into one place and take advantage of this group. It is up to a marketer to provide a simple way or place to answer their questions, give instant customer service and interact with their customers daily. The logical place for this to happen is on your social platform, however you still must separate those waiting for your sale post versus those waiting to hear about your latest launch.
The people in an established brand community will follow all of your content on social media, they share it with others, and keep up to date on all of your new features. With such a community you can reach out for product reviews, feature releases, product mockups, and much more. They help brands to be able to make customer-driven decisions.
Since brand communities already exist on social media, it is up to brands to find them, connect directly with them and form a strategy for people in that community to interact with each other and you.
For brand communities to thrive, most companies use influencers to help start a spark. Influencer marketing has turned out to be one of the fastest and most effective ways of conveying brand messages today. To find an influencer who is already a brand advocate is like finding gold, however without ai tools that Kyndoo has, it can be like finding a need in a haystack.
As obvious as this may seem in writing, so often do brand make the mistake of being excited about using a well-known influencers with hundreds of thousands of followers, However, as impressive as using these influencers can be, it is crucial that you work with influencers whose audiences connect with your market. For instance, if your company specializes in real estate, using an Instagram model with a huge fanbase of followers to promote your message won’t bring you the leads you want.
Apple is one of the largest electronics companies out there but there is a lot that smaller brands can learn from their huge marketing success. Quality, support, and innovation are not the only reasons why its products may be termed expensive. For most apple consumers, iPhone and MacBooks have become part of their identities. Apple has cleverly built the Apple Support Community to be a place for its fans to hang out and share their experiences and as well offer peer-to-peer customer support.
The Danish toy giant Lego has enjoyed decades of unparalleled success and has flourished at a time when kids are almost always on their screens. Lego, a household name throughout the world has spawned a global franchise consisting of video games, movies, and Legoland amusement parks. It started in 2008 after collaborating with a Japanese website and has risen to become one of the largest product ideation communities. The Lego Ideas community gives its consumers a say in the development of the products by allowing its members to submit product ideas and initiating contests.
To sum up, each brand community offers a unique set of benefits that heightens their success. Evidently, each has three important things that ensure a thriving brand community; feedback, engagement, and support. If you need to build or find your community, vetted influencers who are already using your products is a great place to start. And to find these specific influencers, Kyndoo is a great place to start.