How do businesses thrive without advertising
4 reasons you need a community marketing strategy
Community marketing: It may sound like the latest marketing buzzword, but it's essential for relationship management these days. With instant access to the products and services they're interested in, as well as the ability to leave feedback on review portals and social media, today's customers have more power than ever before. Since they meanwhile much better informed brands are being forced to change their marketing strategies. The goal: To focus more on meaningful relationships that are strengthened through mutual discussions.
In many ways, traditional marketing methods have become obsolete, but that doesn't mean that human nature has changed. The Need for social interaction is not a luxury - it is a basic need. Thanks to cutting-edge technology and a strong sense of connectedness, customers today can have a very significant impact on the brands they do business with. Businesses can add to that sense of belonging by developing a community marketing strategy that uses meaningful commitment Prioritized over conventional mass advertising.
Community marketing in the modern sense goes back about fifteen years when brands quickly jumped on the social media bandwagon to reach an audience of millions. To this day, the Facebook brand pages and LinkedIn company pages are the largest platforms in B2C and B2B community marketing, respectively. Today things change again, there Privacy and security concerns leading customers to their own communities and brands gradually regaining control of their community platforms.
1. You are independent of paid advertising
Although many inbound marketing gurus boldly claim that paid advertising is dead, companies are increasing their investment in paid search and social media by 10% year on year. It is undisputed that paid advertising is undoubtedly still effective in certain situations, yet it presents some major challenges that are often difficult to tackle.
We live in an age of banner blindness where customers get tired of intrusive advertisements.
People are constantly trying to better guess what kind of advertisements people want to see. This has created serious privacy concerns, which in turn puts brands that rely on paid ads in a dangerous position. When you think of regulations like the GDPR, paid advertising becomes an even more unsafe area.
EXTRA: One year GDPR: What consequences did the regulations have?
That doesn't mean that community marketing is the answer. It takes time and effort to get one Group of committed members to build up. Nonetheless, there are brands also the option of getting away from the basic human need social interaction to benefit. It's something that will never change. At a time when people are more connected than ever before, community marketing is fast becoming an obvious need. As always, people are motivated by emotions, which makes it much more likely that customers will respond to real, social interactions than to annoying, paid ads that are desperate for attention.
2. Strengthen customer loyalty through engagement
Customers are spoiled for choice to an extent that was unimaginable just a few decades ago. A below average experience or a handful of bad reviews on Facebook is often enough for them to look elsewhere. Since the rating platforms use the Purchase decisions dominate, it has become more difficult for brands to retain their customers. You need to create ways that give people more reasons to stay. Of course, a great product or service makes a big difference, but that's not the whole story.
Most iPhone users have no plans to ever buy an Android device. They are loyal to the brand, not because iPhones are better as such, but because the brand itself has become part of their identity.
When you use a brand community to create the perfect social experience for your customers, they not only stay true to the brand - they also become members of it Group of like-minded people. They also become loyal to each other, members of a club that gives them a sense of belonging. Brand communities function thanks to the psychological effects of mutually beneficial relationships, where brands give voice to their customers and mutual conversations thrive. With a combination of network-based marketing and direct sales brands can offer a better customer experience and significantly increase customer loyalty.
3. Customers become brand representatives
More than ever, customer success drives brand success. The more your customers can get out of your product or service, the easier it will be to keep them and inspire brand advocacy. Thanks to the power of community marketing, brands have to no costly outreach programs do more to learn more about their customers' moods. Stop hoping that people will leave you helpful and positive reviews or fill out long customer satisfaction surveys. An online community gives people a space where they can connect directly with the brand with the confidence that someone will listen to them.
Book tip: "Digital Community Management"
Build communities successfully and master digital business
Hardback: 173 pages
Published by Schäffer Poeschel , May 11, 2017
Price: 49,95 €
Watch it now on Amazon
Successful brands are no longer driven by guesswork. They are directly driven by the feedback and involvement of their customers. If you can give your customers a voice in the direction of your brand and your value proposition evolution, they will Part of the team. They are the kind of customers who become brand representatives, proselytize and on average spend twice as much as other customers. At the same time, your product research and development teams can use your community as a single point of contact for collective knowledge, while support teams can help solve common problems in less time.
4. Sell directly to your community
The perfect example of a downright terrible social media brand site is one that has an uninterrupted torrent of sales pitches. Too many companies still use their communities to bombard their members with advertising, hoping that the numbers alone will produce results. This is where advertising turns into spamming. But that doesn't mean you can't sell directly to your community. It means that you have to give your customers the opportunity to shop as carefree as possible. Disruptive advertising is on its way out, there's no doubt about it. But if your members have a way to make purchases through your community app or forum, it's simply a relief for them. Because the simpler the process, the more likely they are to buy.
EXTRA: Advertising channels: Out-of-home advertising is best received [study]
Today's social media marketing teams often turn to that 60/30/10 rule where 60% of the content posted is engaging content, 30% is shared from other sources, and only 10% is promotional or sales driven. The same rule can also be applied to community marketing. With your own private brand community, you are also not subject to the restrictions of public platforms such as the Facebook Shop. Instead, you can offer a completely customized experience that includes features like in-app purchases, subscriptions and exclusive discount codes.
Pavel Gertsberg owns shares of English and published it on April 24th, 2019 on www.disciplemedia.com. We have translated it for you so that we can exchange ideas with our readers on relevant topics!
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