Before marketing community is possible, it is necessary to define what community means. The definition of community can be described as a place where people have similar interests and values, and feel connected or part of something. For marketers, space refers to the abstract idea of a community. It can be online or offline, such as an office or apartment block. There are 3 markers that, according to researchers, indicate a brand community.
The Consciousness of the intrinsic understanding that people within a community are connected and distinct from outsiders
Traditions & Rituals are specific acts and behavior that consolidate culture and meaning in a group.
Community members have a sense and obligation to one another. This is a sense of moral obligation that drives community members to help each other.
While communities have been around as long as humans have existed, brand community is a new concept. Customers are creating strong connections with brand supporters and the brands. Marketers have a new opportunity to connect with their customers through brand communities.
Why are brand communities so strong?
Brand communities are powerful because it taps into the emotional and social needs of humans. They build close connections between the brand they choose to support and a person's identity.
One study that examined multiple love, hate brands communities showed that people in "love," "love," and "hate", brand communities are more motivated by emotions and passion. This passion is reflected back through the relationships they have with their fellow community members. The self-supporting nature of brand communities makes them powerful. Community members form strong bonds with each other without brands having to intervene.
While marketers have long known that communities are an important source of brand loyalty, creating and connecting with them can be difficult. Marketing that is community-based has grown out of the need for principles and systems that can guide marketers in better connecting with dedicated customers.
What does community market entail?
The connection of a brand with a community is called community marketing. It uses a platform that allows people to exchange ideas, communicate and create mutual value. Platforms do not need to be digital. Communities don't necessarily have to start from scratch.
There are two options for brands: they can either partner with established groups, or create their own. Community-building is about creating meaningful traditions, starting conversations and creating opportunities for connection.
It is a long-term, complex process that requires consistency and care. It's about building relationships. Trust and time are key ingredients to community-building. It requires marketers to give up control to their advocates. Advocates may not agree with every brand's ideas and point of view.
With so many more data-driven options, such as advertising and social media marketing, why is community marketing important?
What is community marketing and what are its benefits?
1. Better customer experience
In simple words, companies that offer exceptional customer service see major increases in revenue.
When done right, community marketing gives marketers a better understanding about their customers. It provides a very authentic touch point for many initiatives such as handling customer complaints, gathering product feedback and nurturing advocates. Brands can benefit from the insights of members of their community to create a better experience.
2. More relevance and loyalty
Customers are more likely to purchase from loyalty programs than they are to purchase products. They also tend to be more inclined and more willing, over time, build a long-lasting relationship with their brands. This system is a fantastic way to keep acquisition costs low and build brand equity. It's not easy to build loyalty programs.
Kantar, a consultancy firm, claims that 71% of consumers don't feel loyal to loyalty programs . Incentives to repurchase are no longer sufficient. Loyalty programs should be more relevant, varied, and allow customers to establish a relationship.
It means maintaining a consistent and timely symbiotic relationship for brands. As members interact and rely on one another for buying decisions, a strong community can help build consistency. Brands can respond quickly to complaints and questions via online platforms. This adds an extra layer of responsiveness to help push potential customers in a specific direction.
3. Word of mouth marketing
A survey found that 72 percent of customers would be willing to share positive experiences with others. (62 percent also indicated they would share poor experiences). Strong communities have willing advocates who recommend products and will vouch for brands. Depending on how a community is organized, it can also grow organically when members invite their networks.
The creation of great brand communities is a channel that can lead you to market insights and organic growth via word-of-mouth.
4. Humanization of brand and customer
The importance of brand authentic is a common theme throughout this guide. Marketing can feel inauthentic and hollow when it tries to make customers feel valued.
Community marketing is a way to get around this problem by giving the power to the community members. They will be open to sharing their opinions (for better or worse) on products and they will also post authentic content created by users. This creates unique relationships that can't be replicated by brands. Brand fans will have a more personal, authentic experience as a result.
Read- What is a community?