Though marketers typically hope for customer-driven community engagement, the brand itself must be actively involved.
A brand community is a group of customers who interact on subjects relevant to the brand and help attract new buyers through its support system. In order to build such communities, brands need to engage with customers regularly by answering questions, responding to comments, and making them feel valued.
Similarly, marketers should engage with customers across channels by reaching out to them in forums that they frequent. Marketers should use multiple marketing channels to funnel audiences to the brand’s community pages.
Marketers should understand the motivating factor that induces consumers to interact with each other. While a specific audience might prefer sharing technical expertise about products, others might like sharing images of their purchases online. Brands could further incentivize to join their community and engage with the brand through loyalty programs.
[4 minute read]