3 Easy Steps to Building a Relevant Online Community

Online community management and social media marketing are often seen as one and the same. Although community management is indeed a key part of social media marketing, it goes beyond social media publishing. Therefore, it should be treated with the care and attention it deserves.

Creating, maintaining, and growing communities is not an easy job nor a fast process. Every business wants a big online community, but not every business is prepared to spend its money or time in building it properly.

The importance of building and managing your community increases while your customer base grows. By not investing in your community, you run the risk of losing customers and you will miss out on additional revenue created solely through your community.

It is crucial you take care of and listen to your customers. By building your online community with these 3 easy tips, you strengthen the relationship with your customers, build your brand and eventually boost your sales.

1. Know your online community

The most important part of building a good online community is defining a clear image of your audience. By outlining your target audience, their characteristics, and their behavior, you have a clear idea of who they are and what they relate to. With that information, you can provide them with content they want or need.

In addition, each platform has different demographics. Make sure you do a thorough market research to identify the demographics of each platform. This makes it easier to track down on which platforms your customers are active and where they spend the most time. By doing this, you get a clear view on the platforms to use, to invest in and to avoid.

2. Listen to your online community

Put yourself in the shoes of your community members. Who are they? Why are they in this community? What do they love and what are they missing? Are they in need of information on a certain topic? Or do they need help with something?

Do not be afraid to directly ask your members these questions. It gives you all the information to provide them with the content they want and need. It is also a great way of showing you value their opinion, making your members more involved and invested in your brand.

3. Engage with your online community

Monitor daily what is being said about your brand and find ways to thank customers and start conversations with them. By adding humor, trending topics or elements of day to day life into your interactions, you might surprise your audience and make your brand more relatable and human. This will start an organic conversation and may even create buzz around your brand or product.

Learn from negative reviews and let your audience know you are listening to them.  Avoid formal, predetermines, (semi-)automated responses and make sure they know there is a human, not a robot talking and listening to them.

Finally, use what your online community is posting about your brand. User-generated content is not only free, it also increases brand awareness and trust. Even in an online world, people are still more likely to trust people over businesses.

In addition, user-generated content can make your members feel like they are part of something valuable and unique. This will lead to a better relationship with your community.

Are you giving your community the attention it deserves?

Trust is a vital component in a consumer’s decision process. Through community management you can create a long-term relationship with your customers. By managing your online community carefully, it becomes a trustful source of helpful information for potential customers which can increase your sales. It is business you “earn”.