In recent years, the consumer landscape has evolved, changing the way brands think about their marketing strategies and wider customer relationships.
With consumers expecting more than just a transactional experience, community building has emerged as an invaluable tool for accelerating growth.
And this trend looks set to stay.
That’s why, today, with the new year well on the horizon, we’re exploring 6 reasons you need to build a brand community in 2022.
There’s power in people
Traditional digital advertising tactics are becoming less effective.
Whether it’s consumers becoming numb to a constant flurry of ads or an increasing distrust (and even boycott) of scandal-ridden Facebook, brands are understandably anxious to diversify their marketing spend.
But focusing on yet another channel isn’t the answer. Instead, focus on people.
In today’s consumer market, there’s power in people. From influencers and ambassadors to friends and family, consumers view the opinions and referrals of real people as the most reliable trust indicators.
What easier way to spread the good word about your brand than building a brand community that actively wants to do it for you? Nurture your customer relationships correctly and you’ll likely be repaid with loyalty and referrals – the very foundation of growing a community.
Customers love a cause
Accounting for approximately 40% of global consumers, Gen Z has overtaken millennials and boomers as the largest consumer group.
This has significantly reshaped the consumer landscape. Why? Because members of Gen Z tend to make purchasing decisions based on connection, ethical responsibility and an expression of self.
76% of Gen Z have bought a product to support issues that brands support, and another 67% have (or would) boycott a brand whose values clashed with their own.
Embracing a social cause that aligns with your brand’s values is a powerful way of engaging and growing a brand community in 2022 and beyond. Just ensure you’re doing it the right way – exploiting a cause is a sure-fire way to lose your community’s support.
The hard sell is less effective
If the past couple of years have taught brands anything, it’s that brands must be flexible to pivot their message.
A hard sell, one-size-fits-all approach just doesn’t have the same impact anymore – especially in times of turbulence and unfamiliarity.
Instead, you need to be finely attuned to your audience, understanding their real-world needs and challenges. The focus is on providing value – do that and the sale will follow.
Community building is one of the most impactful ways of consistently demonstrating value. It allows you to keep your finger on the pulse and understand your audience in real-time to provide genuine value.
Consumers expect authenticity
Storytelling is becoming increasingly commonplace in modern business and modern marketing. But storytelling alone isn’t enough – for it to be effective, it needs to be authentic.
A brand story shouldn’t be created for customers, it should be created with customers. The modern consumer wants to feel a part of the brand, and recognising customers’ individual experiences and telling their stories is a powerful way to achieve this.
What better way to discover and amplify customer stories than with a thriving customer community that encourages participation?
Data is invaluable
Your customer community can be an invaluable source of data.
Whether it’s sentiment analysis, surveys and feedback, or members’ personal information, your community provides your brand with a whole host of actionable data.
This data can be used to inform a more optimised and targeted business approach, from the products and services you offer to the way you approach your branding and marketing.
Look to analyse any and every data point available to you – think engagement metrics, customer demographics and the likes.
This all amounts to a brand that better serves its community by more directly addressing the wants, needs and expectations of its members. In turn, this accelerates your community (and brand) growth.
The community building trend is accelerating
Community building isn’t going anywhere anytime soon.
In fact, in a recent community intelligence marketing report, 70.4% of brands reported having an active community. On top of that, another 26.3% expressed a desire to build one.
With today’s consumers expecting more than just a brand, harnessing a customer community is becoming an increasingly powerful way of meeting consumer demands.
So, community building in the new year may be more than a good idea for your brand – to remain competitive, it may well be a necessity.
At Six Circles, community building is our passion – and our first-rate community engagement platform has made it easier than ever before.
Get in touch today to request a demo and see for yourself how we can help you take full advantage of brand community building in 2022.