As Scott Cook, Co-founder of Intuit, once said, "A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is."
In today’s digital landscape, community and advocacy are more powerful than ever. Building a loyal, engaged community and fostering brand advocates doesn’t just build trust—it amplifies your message far beyond traditional marketing methods. When done right, it turns customers into champions who help drive demand and grow your brand organically.
This section will guide you through building and nurturing online communities, encouraging user-generated content (UGC), and leveraging peer recommendations to maximize your demand generation efforts.
1. Identify and Define Your Community’s Purpose
The first step in creating a successful community is giving it a clear purpose. Why should people join? What value will they get from being part of it? Whether your community is a space for sharing industry insights, troubleshooting product issues, or discussing trends, its purpose should align with your brand’s mission and the needs of your audience.
Action: Develop a mission statement for your community that clearly defines its purpose, the audience it serves, and the value it offers.
Example: If you’re a SaaS company offering project management software, your community could be a space where project managers exchange tips, discuss best practices, and share insights on managing complex projects.
2. Choose the Right Platform
The platform you choose plays a big role in how engaged your community will be. Where does your target audience spend their time? What platform offers the features you need to foster meaningful interactions? Whether it’s LinkedIn Groups, Facebook Groups, Slack channels, or a dedicated forum, the platform should match the style of conversations and interactions you want to encourage.
Action: Choose a platform that aligns with your audience’s preferences and makes it easy for them to interact. Ensure that the platform is user-friendly and supports the kind of content you want to share.
Example: A B2B SaaS company might find LinkedIn ideal for fostering professional conversations, while a tech community might thrive on Slack, where real-time discussions can take place effortlessly.
3. Foster Engagement with Valuable Content and Discussions
A community thrives when its members are engaged and active. To encourage this, regularly share valuable content and start discussions that matter to your audience. Make it easy for members to contribute, ask questions, and share their experiences.
Action: Create a content calendar for your community that includes discussion prompts, educational resources, member spotlights, and exclusive content. Make sure to interact with members frequently to keep the conversation flowing.
Example: Host weekly "Ask Me Anything" (AMA) sessions with your team or industry experts. Let members ask questions about industry trends, your product, or challenges they face, and offer personalized advice.
4. Encourage User-Generated Content (UGC)
User-generated content (UGC) is one of the most powerful forms of marketing. When members share testimonials, success stories, or even how-to videos, it not only builds trust but also strengthens your brand’s credibility. Plus, UGC provides authentic social proof that can influence other potential customers.
Action: Create opportunities for members to contribute content. This could be through contests, encouraging them to share success stories, or featuring their experiences on your blog or social media.
Example: A SaaS company might encourage users to share how the software improved their workflows, then feature these stories in a newsletter or on social media. Not only does this recognize your community members, but it also encourages others to participate.
5. Leverage Peer Recommendations and Advocacy
Nothing builds credibility like a recommendation from a trusted peer. In B2B settings, peer recommendations carry a lot of weight, as decisions are often influenced by trusted voices. Cultivating advocates within your community can amplify your reach and boost your credibility even further.
Action: Identify your most active and satisfied community members and invite them to become brand advocates. Offer them incentives like early access to features or exclusive content. Encourage them to share their experiences with your product, both inside and outside the community.
Example: Create an ambassador program where select community members receive special perks and recognition in exchange for contributing to discussions, writing guest blog posts, or hosting webinars on behalf of your brand.
6. Monitor and Nurture Your Community’s Growth
Building a community takes time and effort—it’s not a one-and-done task. Keep track of how your community is growing and how engaged members are by monitoring metrics like member growth, engagement rates, and content contributions. Use this data to refine your strategy, launch new initiatives, and address any challenges that arise.
Action: Set up a dashboard to track key community metrics and hold regular check-ins with your community management team. Actively seek feedback from members to better understand their needs and fine-tune your approach.
Example: If engagement starts to decline, consider introducing new types of content, like live video sessions or virtual meetups, to reignite interest and participation.
1. Community-Driven Product Development
Your community can serve as a powerful resource for product feedback. By involving members in the development process, you not only strengthen relationships but also ensure your product meets the needs of your customers. Use their insights to inform future product features or improvements.
2. Amplifying Reach with User Advocacy
Encourage your community members to share their positive experiences and recommendations on external platforms, such as social media, review sites, or industry forums. Peer recommendations can dramatically extend your reach, introducing your brand to new audiences through trusted voices.
3. Community-Based Lead Generation
Your community can also be a rich source of leads. Offer exclusive content, webinars, or events to your community members, and use these opportunities to identify and nurture leads who are likely to convert.