It may be time to consider building community interest for your business. When people have a need, they face a challenge and actively explore potential ways to solve it with a Google search. If your business provides valuable online insights and information – generating community interest – consumers learn who you are and how to find you. If you were the only expert in your industry, everyone would get your message and choose to reach out when ready to buy. However, your competitors are attempting to do the same thing.
The pandemic has forced us to adapt to digital technology faster. The IDC believes 65% of companies will shift marketing to digital, automated, and contactless systems by the end of 2021.
To be sure you stand above the noise of digital traffic, you need consistent, relevant messaging that identifies authentic problems your clients encounter and shares a simple solution. Let your community know you have the best options using language that is familiar to them. Use stories to talk about people with similar issues and successful resolutions. The words you choose are as important as the tools you use to deliver them.
Building interest online and generating followers exposes your brand to new audiences that might not be aware of your company. Both new and well-established brands must develop consistent compelling messages on their websites, social media platforms, and email campaigns to grow their community of followers and organically increase leads and sales.
Building a community takes high-quality content and communication. The right marketing channels help you connect with your people wherever they spend the most time and create more awareness of your business and brand. You might not have the time to gather marketing knowledge, develop a strategy, and set up automated delivery processes. But a digital marketing company has the expertise and tools in place to build a community more quickly. They publish content based on the most effective use of every platform. Your digital marketing team will guide you by applying:
- Best practices for website content, social media, and email newsletters
- The most beneficial use of content, whether written, visual, audio
- The best social platforms for your target audience
- Tailored messages for a more significant impact
Once you know the most effective way to find and connect with your audience, building a loyal community with a message that stands out takes a specific and intentional plan. At first, you’ll need to focus on developing compelling content rather than counting how many social media sites are being used or how often posts go out. Refine your message to be sure it resonates with your people and makes them want to learn more.
Communication to Build a Following
Your messaging should show confidence in your ability to lead, engage with others, and encourage informed decision-making. You’ll build trust without being “pushy” by giving your community plenty of time to consider your message and act on it when it makes the most sense. A more sensitive approach lets them determine the urgency of finding a solution. When they reach out to you, they are ready to ask questions and open to taking action based on previous advice.
Building trust in your community means repetition. People won’t be there every time you post, and they will join the community at different times. Your consistent core message will be discussed often, from different angles and scenarios, with a variety of results. Show your flexibility to customize solutions by understanding that each client has specific challenges and needs.
A higher level of trust also means speaking the same language as your audience. This requires knowing browser search terms that contain frequently used keywords and phrases. They may not be the words you would choose as an expert in your industry. Instead, your audience uses laymen’s terms based on their understanding of what you do. Use their words to describe your unique niche, the problems you tackle, and the processes being used. When you speak the same language, it results in a greater understanding of what you can do for them.
Social Media and Email Newsletters
Social media followers receive messages when visiting your Facebook, Instagram, or LinkedIn pages or reading them on related pages and groups. Followers should also see your content on email newsletters and blog articles. Each carefully designed method catches their eye with colorful graphics, images, and words that speak directly to their problem. Navigation tools take them back to your website with a few simple clicks for solutions.
While building your community, you will increase your following and become more visible to a broader audience. Your people will anticipate the regularly scheduled posts, emails, and blog articles that share reliable, worthwhile content. They will look for your message in their inbox and newsfeeds, and the constant awareness keeps you top of mind.
Remember, your followers may be following many other people. Make sure to publish new content as often as your competitors. Offer more valuable content with messages directed to people within your network in specific industries. Lately, smaller social media communities are being used to target niche audiences within chats and groups to connect with like-minded people.
Join the communities related to your industry and actively participate or start your own group. People with similar interests are motivated to share your brand, and they enjoy the interaction. Respond to questions about your posts. By participating in two-way conversations about your product, you prove you’re not an automated bot.
Digital Marketing Strategies
Digital marketing incorporates popular trends that emerge on each social platform. If a new strategy aligns with your messaging, you can capitalize on it to increase engagement. If it doesn’t make sense, stick with the process that resonates with your audience. When you aren’t quite sure, A/B testing will determine which words grab the most attention. Tracking campaign responses using multiple headlines for the same piece of content helps determine the best direction to take. Your marketing consultant can show you what to look for when gauging reach, impressions, retweets, mentions, clicks, views, likes, and comments. Metrics are evaluated weekly, monthly, and quarterly to make necessary changes. In our blog from October, 2020 we discussed marketing strategies that create a strong presence.
Creating topics for your content takes a steady supply of information trending in your industry. Have a list of websites you trust with quality, relevant information to inspire your posts and add to your unique perspective. Be sure to use plenty of video content in website page material, social media, and newsletters. Many digital platforms rate video higher than other material. Marketing consultants understand how to shift your focus according to algorithm changes when necessary or partner with influencers in your niche to gain expertise and exposure.
The rush to adapt to a greater digital presence is an opportunity to increase the community you serve and build personal relationships with customers. Forrester predicts consumers will be looking for more entertaining and interactive brands that are community conscious and sincere. Spend time on marketing efforts that increase loyalty and retention through a growing sense of community and stand above the online digital noise.