When a customer decides to go in search of a product or service, they have a plethora of options available. So, what drives them towards one option over another? There are many factors, but a big factor is the sense of loyalty they feel. And that’s driven by the community that’s built around a business.
You can start building a community by creating opportunities for customers to get to know your business better and even a chance to find a group of like-minded people. Those interactions make people feel like they’re part of something bigger, and if that feeling is consistent, then it strengthens the connection they feel to your business.
Small business owners are in a unique position when it comes to community building because they know their customers intimately. The more you get to know who your customers are and what they like, the more value you can offer them when interacting with your brand, and the quicker you can pivot with community desires.
Here are a few ways that you can build a community around your business that customers will be proud to be a part of:
Develop a social presence
This may seem obvious, but taking the time to create good social content can be one of the cheapest and easiest ways of building a community around your business. People reach for their phones dozens of times throughout the day, which creates a lot of opportunities for you to make a connection. This is also a great place for your customers to engage with one another, turning your brand into a space where people can discuss a common interest and feel inspired by new ideas.
Utilize software to get to know your customer base
To add real value for your customer, you need to know what they’re looking for in your business. Investing in software like customer engagement platforms or customer relationship management tools can help you find patterns in your customer data. AWE’s Bold Leadership Program helps business owners figure out what digital tools are best for their business to help improve performance.
Collaborate with other businesses
Capitalize on the work that other businesses are doing with their communities by creating partnerships. Maybe making a purchase at your store means they get 10% off at the coffee shop down the street. Or maybe you collaborate on a social media giveaway. There are a lot of creative ways that businesses can cross-promote and share the community they already have.
Host events
This won’t be feasible for every business but finding opportunities to host events will help customers boost those connections with each other while making positive memories in your space. Spending an evening surrounded by your products will make them more likely to purchase something, and they’ll leave with an experience they tell their friends and family about later.
No matter how you decide to connect with your customers, the most important thing is to be genuine. Loyalty comes from really knowing and caring about a business, so don’t be afraid to show your personality! With a little time and consistency, you’ll be able to find people who are just as passionate about your business as you are and make a meaningful impact in their lives.
