Why is Community Marketing so important?

If you’re looking to start a new business, you should be aware that competition is intense, regardless of industry. You must think of specific techniques to properly market your brand in order to attract the right audience. To begin, one of the most effective marketing tactics is community building or community marketing.

Community marketing is a brand growth strategy that focuses on bringing customers together around a topic that is aligned with your brand in an engaging and non-intrusive manner that prioritises your customers. It might help you demonstrate to your audience that you are committed to building genuine connections and relationships with the community you are attempting to serve.

Along with similar interests, the foundation of communities is a sense of belonging and emotional connection.

Furthermore, communities are not new, but their definition has changed from the old concept of a group of people living in the same geographical area. Indeed, the virtual world has enabled communities to form and grow without the necessity for face-to-face contact.

Communities can now exist via online forums, social media, blogs, podcasts, and a plethora of other digital venues.

Why Community Marketing?

Humans have an inbuilt want for connection, and there is a growing body of psychological study that investigates how profound that desire is. It has been demonstrated that people’s brains are most rewarded when they connect meaningfully with others.

Social links are essential to our pleasure and success, from our family and friends to our neighbourhood and our work team. So much so that when we are socially isolated for an extended period of time, our brains literally begin to weaken. Community marketing is giving a wonderful opportunity for marketers now more than ever, following the COVID-19 pandemic-induced lockdowns around the world. It also implies that there is a lot more to generating brand growth and consumer engagement.

What is community based marketing—and why is it crucial now? - Agility PR Solutions

Also, keep in mind that buyers have practically limitless options in today’s market, and businesses can’t win just on features and pricing. It’s why consumer brands like Sephora have prioritised community in their growth strategies. It’s also why of late we’ve seen many IPOs including Roblox, Duolingo, and Poshmark. It helps them lead with their communities and demonstrate how important they are to their success.

Components of Community Marketing

The level of cohesiveness, interactivity, and specialisation of communities can vary greatly. However, the following elements are common to all community marketing initiatives:

1. A collection of people who have similar interests and hobbies
2. An innate sense of belonging and connection to something larger than oneself
3. People come to one other’s aid because of a sense of caring for members of the community
4. Interaction areas shared by the community, or a collection of shared practises that bring the group together and strengthen its culture

How to develop the perfect Community Marketing strategy?

Perceived usefulness, trust, and dedication are some of the important variables driving community success and improving member satisfaction.

A sense of loyalty and emotional connection is also essential. Members should have a sense of companionship with their fellow members, share information on a regular basis, and encourage membership to others.

We highlight the fundamental steps for establishing a community marketing strategy based on these characteristics.

1. Define the community’s purpose and focus

A community marketing plan must begin with a clear statement of purpose and focus. This description serves as the framework for community marketers to create activities with a defined direction.

Furthermore, activities that are linked with a community’s declared purpose and achieve its objectives shape and improve members’ happiness and commitment levels.

2. Create trust and authority

Building trust is critical in societies where the exchange of knowledge is essential. Members demand information that is truthful, reliable, and not skewed toward commercial goals.

As a result, community marketing initiatives should strive to avoid spam at all costs. This can have a significant impact on reputation and perceived authenticity. Owners of communities can disseminate information from trustworthy sources such as media publications or trade periodicals. They should also enlist the help of opinion leaders with extensive knowledge of the subject.

3. Encourage member involvement and networking

Importantly, community marketing plans should incorporate the development and promotion of areas for member engagement. In reality, in the virtual world, this might include social media platforms like LinkedIn, chat services like Slack or Discord, or discussion websites like Reddit.

How to Grow a Business Using Community Marketing - Webprofits Blog

In any case, community marketers should consider maintaining constant interactions with members, such as daily introductions of new members, or resort to contest marketing tactics such as quizzes and polls.

A community marketing approach should also include networking among members to reinforce a natural sense of kinship.

4. Host events

Hosting events is an excellent method to bring a community together and create emotional bonds among members.

Indeed, events are not only places to discuss pertinent themes and develop ideas, but they are also one-of-a-kind environments in which long-lasting relationships can be built. A potential combination with experiential marketing could bring a significant boost to your marketing plan.

Events can also encourage connection and engagement by utilising features like live chats, breakout rooms, and gamification. Furthermore, virtual and video-driven events increase accessibility and reach while allowing for quality interactions and meetings, bringing human emotions to the forefront.

Examples to learn from

  • Duolingo provides a platform for users to discuss their doubts, struggles, and tips. It also gives fluent tutors a platform to host events centred on small groups for improved speaking practice and personalised feedback.
  • Sephora’s Beauty Talk is a vast, well-organized forum where users can ask questions, discuss ideas, and have their beauty conundrums addressed by other beauty experts.Sephora's community looking beautiful | Consumer Value Creation
  • My Starbucks Idea by Starbucks allows coffee fans to share and discuss their ideas.The 'My Starbucks Idea' website invites ideas from consumers, and has... | Download Scientific Diagram

Concluding thoughts

Creating an interactive community requires significant upfront effort. Though, once in place, it provides a gold mine of potential for marketing teams. Community marketing can take many forms and has numerous advantages. It is, however, very personalised. It is not always obvious how to get started and implement successful strategies. However, as more organisations master online communities, the virtual world will undoubtedly see the development and utilisation of many more online communities.

Get in touch with us at Shaktiki Marketing to learn more about the most effective marketing strategy for your business.

How to organise a perfect contest marketing campaign?

Contest marketing is an exhaustive marketing strategy that employs giveaways, contests, or quizzes to oil the wheels of brand awareness and engagement. What consumer does not like an occasional freebie coming their way? And what brand wouldn’t just love a great opportunity to engage both old and new consumers effectively? Contest marketing acts as a meeting point of both these very normal human tendencies.

No marketer is unbeknownst to how frequently can one spot some or the other form of contest marketing being employed. Sometimes, however, picking the right type of contest might be tricky. Here is a list comprising some of the most interesting contest marketing strategies.

Types of contest marketing strategies

Picking the right type of contest is what follows after you decide your goals and expectations. The following are some tried and tested strategies for you –

1. Giveaways

How to Run a Successful Instagram Giveaway – Woorise BlogGiveaways are one of the easiest and most convenient contest marketing strategies. All you have to do is pick the occasion, choose a product that echoes the former, announce the contest with some necessary rules and select a winner through random selection. Be mindful of the rules you adjoin. They should serve your long-term marketing goals without banking a lot on your consumers’ efforts.

2. Quizzes

instagram instagram quiz 3 optionen Sticker by Steffi SAs the name suggests, a quiz will require you to ask a couple of questions and pick a winner on the basis of the correctness and the wholesomeness of their answers. A quiz needn’t necessarily involve questions based only on facts, it could involve questions based on your brand, products or your brand story.

 

3. Social Media Competitions

This is where contest marketing meets hashtag marketing. Social media competitions generally require brands to encourage their consumers to put up wholesome content on their respective social media accounts using the brand’s hashtags to facilitate visibility. The brand would then go through all the entries and pick a winner or multiple winners.

Benefits of contest marketing

14 Killer Giveaway Websites to Hype Your Online ContestContests are famous for a lot of things, their affordability and efficiency certainly tops the list. Here are some of the other well-known benefits that will make you want to run a contest today!

 

1. Facilitates market research

The reception of your contest is solely based on what you are offering as a prize. A great response definitely means that the prize worked wonders and intrigued your consumers as you’d have expected. Sometimes when you choose to ask your consumers to choose the prize themselves as a term of the contest, you get a good insight into the products on your catalogue which are working the best for you. This is something that makes a contest a win-win.

2. Boosts engagement

A successful contest helps leave a good brand footprint and optimises your engagement. Contests thrive on consumers engaging with your brand. Contests also birth a good amount of user-generated content that works wonders for your engagement and serves the social media algorithms well.

3. Multiplies your consumer base

A good engagement is directly proportional to a multiplication of your consumer base. Contests involving people to share or tag people as a rule or otherwise lead your consumers to network your brand. Organic networking done that way increases your consumer or fan base. A base thus built is not only stable but extremely promising.

Guide to help you organise the perfect contest

A lot of planning goes behind a successful contest. From content calendars to comprehensive group discussions, an error-free contest requires all hands on deck and proper inputs from almost everyone in an organisation. We are here to help you make your way through the planning step by step.

Step 1: Define goals and set an aim

Be clear on what your brand needs the most out of a potential contest. Deploying the steps that will follow are based on what you need at the moment. From improving brand awareness, optimising engagement and increasing your followers to conducting market research, addressing an occasion or promoting a product, you have to pick your objectives before moving ahead.

Step 2: Pick a contest and the prize

Address your goals by picking a suitable type of contest. It could be anything – an event-based or a celebratory giveaway, a much-needed quiz to boost engagement or a competition to gain insights into your market – that matches your requirement and the occasion.

Step 3: Set a budget and formulate rules

Planning your finances is essential when it comes to planning a contest. You should know the money you are willing to put. The prize, employee resources and ad campaigns to promote the contest, all of these require you to set a budget.

Deciding rules for contestants to enter is a tedious task. The rules should involve consumers to engage with your brand in some way or the other. Build a database for future reference by storing necessary details. Collect data of the demographics and age groups that generated the most engagement.

You need to be mindful of not ending up making the rules too complex. This could act as a deterrent for consumers to not participate. Also, look out for various contest guidelines laid by renowned social media platforms. Violating them could spell trouble for your brand in a lot of ways. Read them here –

Facebook, Instagram and Twitter.

Step 4: Market

Top tips for social-media marketing | Marketing | Campaign AsiaBesides marketing your contest, it is extremely important for you to market your brand. Marketers tend to place the latter on the back seat. Build an urgency by following up with what’s latest in terms of the number of applications received. Let the contestants be aware of their competition.

On the other hand, a contest should act as a smokescreen for you to imbibe your brand identity at large. The rules, the hashtags, the prize and the content, everything should scream lots about your brand.

Conclusion

A great way to make the most out of a contest besides the aforementioned benefits is to measure the response and the results.

You could also use the generated engagement to your benefit by launching a product or a discount scheme immediately after the contest ends as a consolation to all those who did not win.

A contest will tell you your most loyal and promising base of consumers and the product(s) that are loved by everyone. Feed the learnings to your marketing strategy for the long run.

The upcoming holiday season would be a great time to employ one or more contests to keep your brand’s visibility and engagement boosted. We hope that contest marketing as a strategy managed to appeal to your marketing senses given the benefits it enlists.

Contact us at Shaktiki today to book a free consultation call.