The business world is continually evolving; market research agencies are not only expected to present sophisticated data and findings, and brands are not solely required to execute digital and conventional marketing strategies. They also need to cultivate and engage communities, known as community marketing. In the increasingly complex business landscape, community-based marketing emerges as a crucial consideration.

Looking back over the past few years, this strategy is not entirely new in building relationships with customers. However, with the widespread use of social media, there is an open opportunity to foster connections between consumers or community members — this includes engagement through social media platforms. In fact, in a Harvard Business Review, David Armano suggests that companies or brands should recruit community managers who can connect effectively and build relationships with the right individuals within the community. Is a community truly as significant in business as it is emphasized? 

Actively Involved, Empowered, and Influenced

The internet is rapidly evolving, with the emergence of Web3 introducing a new approach that integrates various information and ideas, including new ways to participate and build communities. In the current landscape, where everyone can easily connect digitally, feelings of loneliness are not uncommon. People seek more than just connectivity; they desire a collective space, and brands are no exception.

Community-based marketing is not merely a congregation of a brand's consumers; it is a customer engagement strategy where members can interact, discuss, and exchange thoughts on a product or specific issues related to the product. Here, individuals connect and share a collective space based on a shared interest in a brand — without being bombarded by excessive ads or buying unclear products. Many local brands also organize events or activities with community members to strengthen bonding and empowerment. By implementing this strategy, long-term customer relationships and loyalty are established, as customers are deeply engaged in two-way communication with the brand and also build deep emotional connections. Moreover, once a strong relationship is established, the process of influence becomes more accessible.

According to McKinsey's research, community-based marketing has become the method of choice for new startups, ranging from personalized marketing to focusing on the needs of community members as a cohesive unit. It's no surprise that a beauty and skincare brand like Glossier declares that they were born from content, then lived and grew through community. The community-based marketing strategy has reached a broader audience, experiencing rapid growth, with sales increasing by 600% in 2017 and the customer base tripling. Are you interested in following a similar path and becoming the next Glossier but unsure of the necessary steps?

Discover Your Goals to Strategic Mastery

To achieve success in community-based marketing, it is crucial to design engagement strategies that resonate authentically with community values. This involves utilizing digital platforms, social media, and participatory methods for enduring and meaningful relationships. By leveraging these platforms, effective communication channels can be opened, facilitating discussions, and expanding audience reach.

Before crafting strategies, fundamental steps need to be taken, such as shifting the perspective on marketing. Unlike conventional digital or traditional advertising — that needs the exact duration of the campaign, budget, and many other things — community-based marketing operates independently with unique social dynamics. This condition may even last longer than typical campaigns, allowing for the exploration of crucial aspects related to the audience, and potentially capturing a broader audience.

Furthermore, another essential aspect to understand before building a community is to reinforce your community's goals and ensure alignment with customer objectives. Avoid making sales activities the primary or ultimate agenda, as a focus on profit often risks undermining the community and leads to failure. For example, local cigarette brands have formed personalized communities by providing online spaces, offline events, and additional benefits for community members. Similarly, local skincare brands have established online communities, offering online classes related to self-development, offline workshops, monthly outings, and other enticing events for their members. Through such engaging activities, these brands indirectly expand their target audience and boost sales — people join the community and purchase products because they trust it. Then, how do you start?

There are several things to do for community-based marketing:

• Discover your target audience and identify their needs, interests, and pain points. A comprehensive understanding of potential customers is crucial for crafting effective marketing strategies.
• Build deep relationships with potential customers by engaging in meaningful conversations on social media. Active interaction and networking allow you to connect with the audience personally and win their hearts.
• Share compelling narratives and storytelling about your products or services, inviting customer input and opinions. This not only enhances your brand transparency but also provides valuable insights for product improvement.
• Collaborate with local entities to increase awareness within the local community. This can involve partnerships with other local businesses with similar target audience personas, organizations, or even local influencers with similar audience personas, significantly boosting your brand's visibility and credibility within the community.
• Organize regular activities with the community, such as gatherings, workshops, online classes, and offline events. These activities serve to strengthen your relationship with the community and create a positive impact on the sense of belonging among your audience.

By following these steps, you can build a robust community-based marketing strategy that not only promotes your brand but also establishes a loyal customer base within your target community. So, how about your brand? Are you interested in creating a community-based marketing approach for a long-lasting business? Begin with researching your target audience and understanding their needs — Clove Research & Marketing Analytics specializes in these tasks. Gain in-depth knowledge of your target audience and determine the most effective marketing strategy for your business!