Do you know that websites with a community online garner twice as much traffic as those who don't have one? This spike hasn’t been by chance; it is due to a strategic brand engagement. That many brands are tapping the power of connection is proof they've figured out that groups ranging from dedicated hobbyists to the influential social media girls on platforms such as TikTok and Instagram have an outsized influence in purchasing decisions. Let's take a look at how to build an online community that can make or break it in your marketing, loyalty and growth.
An internet community is a gang of folks who meet online based upon shared interest or purpose on a digital platform. These spaces can be of a variety, from social media groups to dedicated forums on a company web page. They offer a platform through which members can connect, exchange information and develop relationships. Not All Internet Communities are Created Equal There are four general types of online communities:
Social Communities: Created on a social platform such as Facebook or Instagram, this group is excellent for marketing efforts and getting visitors to better understand the product.
Support Communities: These are platforms that allow customers to support each other and can reduce a company’s customer support expenses.
Advocate Communities: Businesses can motivate their biggest fans to turn into strong brand evangelists who spread the word about the business online.
Insight Communities: Businesses employ these in order to receive direct feedback from loyal customers on how they can enhance products and services. Many businesses also form branded communities, which serve to congregate people around a theme related to their product, say, fitness, beauty or crafting. For instance, the watercolor brand Stakiwi Colours has an online forum where its audience connects and receives advice on selecting pigments and equipment.
Investment in a digital community returns dividends far beyond what you would expect from marketing alone. They establish rapport, create engagement and forge loyal customers on these platforms.
Stronger Customer Relationships: Communities offer a direct connection to your audience, allowing you greater insight into their wants and desires.
Enhanced Brand Loyalty: When your customers feel like they are part of a brand family, they will definitely come back again. Sephora’s Beauty Insider and Lululemon are two that have established a strong sense of community by bonding over shared interests and hosting exclusive events.
Priceless customer feedback: A community becomes a free, real-time focus group. Not only do you get great feedback from your membership conversations, but those same discussions are crucial to helping Level Up your products and services!
The data clearly shows the tangible benefits of community building.
| Statistic | Impact on Business |
| 2x more traffic | Websites with an online community attract double the traffic compared to those without. |
| 3x more revenue | Brands with active communities can earn up to three times more revenue. |
| 28% drop in support tickets | One software company saw a significant reduction in support requests after launching its community. |
Developing a community that works requires some planning. It’s not just a matter of creating a forum: it’s about cultivating real connections.
Identify your goal: First off, you will want to figure out what it is that you’d like your community to accomplish. Do they need support, want to advocate for your brand or share feedback about a product? If you know where you want to go, it will inform your strategy.
Define Who You Want to Include: Have a clear picture of who your ideal members would be. What are their preferences, desires and online habits? This will enable you to select a platform and produce content that is relevant.
Drive Real Engagement: Creating the evergreen content that encourages discussion. Ask questions and share informative resources that would help others in navigating their own experiences. The aim is to convert passive lurkers into active participants. It is also worthwhile to analyze competing readers. Brands such as Harley-Davidson have formed highly successful groups, like the Harley Owners’ Group (HOG), by providing a place for likeminded individuals to unite and share something they have in common. These candid forums and groups provide a lesson on how to cultivate genuine brand advocacy.
To keep your community a positive, engaging place, it is important to abide by E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness) guidelines and other best practices.
Be Real and Authentic: It's true interaction and connection you're striving for. Share behind-the-scenes content, be honest when you mess up, and let your members in.
Set Clear Rules: Establish rules and enforce them in a way that enhances respect and productivity. This contributes to building a safe environment in which all participants feel at ease.
Communities are much more than a marketing fad, they represent a seismic shift in how brands engage with their audiences. If you create a space where people can genuinely interact and connect around mutual interests, you'll gain deep customer loyalty, priceless feedback, and sustainable growth. If you are looking to create a brand that sticks around, start building your community today!