What’s all this hype about brand communities? It seems like a lot of extra work for little gain. Why put in all that effort to build a community of people who might be interested in your product but spend most of your time and resources discussing things that are only vaguely related to your business? Doesn’t this fall into the counterproductive category?
Well, there are plenty of reasons what it doesn’t. You expect your family and friends to be there for you when you need them and that’s what a brand community is to a business, not to mention between members. The brand community is your base to build on, and it’s made up of people who believe in what you believe in. Still not convinced? Here are a few interesting stats that show the power of brand communities:
1. 30% of consumers follow brands on social media
If you want to reach your audience where they are, there’s no better place to do that than establishing a strong brand presence on social media. According to Global Web Index, one-third of consumers actively follow brands on social media. Perhaps a clever post made them laugh once, or maybe they get useful information about products they own or future sales by subscribing on their social feeds. These are people actively engaging with brands – definitely the mindset you want in your core audience.
2. Almost as many use brand communities for research
Nearly the same number of consumers use brand communities to get information, solve a problem or research what brand of product to buy. Without a strong community of your own, you’re missing out on an opportunity to have interested consumers find you. This is all about availability. If people can’t find you, how will they know about you?
3. 80% of marketers say brand communities has increased traffic
Hubspot statistics show that an overwhelming majority of marketing experts have enjoyed significant increases in traffic because of their brand communities. Think about it. The content you share in a community is being shared with people who you already know are interested and are therefore likely to click through, not to mention share it with others. By providing added value to a targeted group of individuals, you are extending your reach and bringing more attention to your brand in the best way possible.
4. 80% of consumers choose to follow brand they feel are authentic
What we choose to follow and engage with on social media platforms is somewhat indicative of our priorities in life, and no one gets very excited about an inaccessible, unfriendly company. Building a strong brand community requires authenticity, but also produces authenticity. You are making yourself available for interaction and showing in one way or another that your goal isn’t to sell a product or service, it’s to positively impact lives through your service or product. There’s a big difference.
5. 64% of brands say their communities have helped them make better decisions
But brand communities aren’t one-sided relationships. While consumers get the kind of interaction they want from a company, you get to enjoy an easily observable pool of knowledge and public opinion that will help you improve your business and your product. The community is your safe place, where you can ask for input, discuss possible futures and take note of reactions before aiming for a larger audience.
Building a community may seem like a bit of extra work at first glance, but dig a bit deeper. These stats and many others are proof that these communities are no trend. They are the most effective way to establish a base of customers and then spread the word from a place of stability. Isn’t that the dream of every business?