Words: Belinda
Having an engaged community is the dream for every brand with an online presence. And by that, we mean every single business. We don’t need to tell you the importance of social media marketing and how having an active online presence helps build an engaged community.
But how do you connect the dots between being consistent with your social media marketing and having fans who take the desired Call-To-Actions (CTAs), act as a cheerleader for your brand, and share your content? Read on to find out.
What is a brand community?
A brand community is a collection of customers who share a passion for a brand – brands that create a sense of belonging that extends beyond sales and transactions. Brands that understand their audience, their desires and pain points are the best at fostering genuine relationships and building a following.
Brand communities include online forums, social media groups, and in-person events. Whether IRL or online, these events and activations create a space for customers to connect with each other, share their love for the brand, and engage with the company on a deeper level.
Brands that actively foster a sense of community can create a loyal following that’s more likely to remain engaged and make repeat purchases – as well as be a cheerleader and spread the word to friends and family about your products. With around 78% of social media users talking about brands they follow online, you must ensure you’re actively creating a brand community.
Why is it important to build social media communities?
One word: loyalty. Especially in Business-to-Customer (B2C), having an engaged, loyal following is important across every social media platform. These are your fans, who are enthused about new releases, share testimonies and reviews, and create User-Generated Content (UGC) that can be shared and reshared across social media platforms.
B2Cs should not underestimate the importance of brand communities: 40% of people planned to increase their involvement in online communities this year. That involvement could mean anything from increased sales to UGC that can be repurposed.
Don’t take our word for the importance of building brand communities: the 2024 Hubspot Social Trends Report found the top 5 reasons brands invest in building social media communities were:
- Increasing brand awareness
- Promoting engagement
- Strengthening connections between customers
- Increasing brand loyalty
- Fostering trust between your brand and customers.
Why brand building is important for B2Bs
Businesses that sell to other Business-to-Business (B2B) must ensure a consistent online strategy to ensure their brand communities are growing and enthused.
A strong B2B brand helps with new customer acquisition and customer retention. Brand awareness is particularly crucial when purchasers are forming a shortlist of potential suppliers at the start of the buying process. A well-established brand can lead to increased customer loyalty and long-term relationships.
B2B purchases usually involve significant investments and long-term commitments, so trust and credibility are important. More than 30% of B2B decision-makers say brand reputation is an important attribute they look for in suppliers. This underscores the importance of brand building in establishing and maintaining trust with potential clients.
A well-established brand commands a price premium by creating perceived value. Customers often pay more for a brand they trust and perceive as superior. This is evident in MailChimp’s evolution from a tool for beginners to a scalable solution for larger businesses, maintaining loyalty through brand recognition and ease of use.
How B2Bs can build a brand community
B2B branding uses data and case studies to demonstrate how the product or service effectively addresses a genuine or perceived pain point.
Brands should highlight their values and goals before identifying the right platform for their community. Think about where your audience spends their time: Is it LinkedIn? This is where you should concentrate your efforts on sharing updates, writing topical posts, and positioning your brand’s executives as thought leaders in your industry.
A referral program is another way to organically create an engaged audience that underpins a brand community. Encouraging existing members through incentives to refer friends can lead to growth and foster a sense of belonging and loyalty within the community.
Remember, a digital marketing strategy that emphasises quality and provides real value to your audience is the first step in creating a brand community. Get that right, and you will build trust and loyalty with your audience.
Hubspot surveyed social media marketers and managers around the world for their annual Social Trends report and found.
- 86% of social media marketers say building an active online community is crucial for a successful media strategy
- 27% of social media users actively participate in an online community
- 60% of social media marketer say their company invest in community-building
- 63% of social media marketers who build social media communities will increase their budget this year
Need help with your digital marketing strategy? Want help creating a loyal brand community? We can help—as a full-service digital marketing agency, we have the expertise to help your brand become front of mind. Speak to us today.
