Online community as a marketing strategy
To build an online community has become one of the most effective marketing strategies for customer retention.
These communities allow people to connect not only with the brand, but also with other users who share similar interests and experiences.
A strategy widely used by online course creators today, let’s talk about the advantages and first steps to creating an online community for your business.
Advantages of creating an online community for your business.
A good relationship with the public is the desire and path to success for any company or business.
The various social networks that exist today facilitate this communication and prove that people like to express their opinions and be heard.
This interaction is considered important by the public, and a unique opportunity for companies to speak directly with their consumers, understanding who they are and what they are looking for.
Companies that manage to build an active online community gain a competitive advantage since they become sources of support, encourage organic promotion and have the opportunity to innovate their products through direct user feedback.
Among the greatest advantages that an online community brings to customers and businesses, we highlight:
Sense of belonging
More than just a communication channel, an online community is capable of developing in the individual a deep sense of belonging to the brand.
A sense of attachment grows through shared experiences, shared values and recognition of individual contributions within the community.
Loyalty
Marketing strategies based on online communities provide a competitive advantage that conventional approaches lack.
Customers who feel heard tend to become more loyal and to remember the brand frequently, promoting it spontaneously.
Referral Marketing
In the digital age we live in, consumers who are willing to defend and recommend a brand voluntarily are one of the most valuable assets a company can have.
The interactions formed within communities are great for this, as they strengthen trust and expand organic promotional reach through word of mouth.
Timely feedback
Within an online community, people feel comfortable sharing their experiences, opinions, and genuine desires.
This is perfect for supplying to companies direct insights into customer needs and preferences, enabling them to create increasingly effective products and services.
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What to do before starting an online community
To attract and capture the public’s attention, many companies invest in publishing content. However, another strategy that is just as important is user-generated content.
Instead of being the sole provider of information, companies and professionals are making this process a two-way street by using material created and shared by consumers, such as videos, texts, comments posted in forums, etc.
Creating an online community it’s an excellent way to generate this collaboration from the user, and although many businesses have already tried it, it’s normal for a large number to end up giving up because they expect results to come easily, without a well-developed strategy and the necessary work.
Therefore, before starting a community, ask yourself five questions:
1. How does the community relate to my business goals?
If you can answer that question, you already have a good chance of being successful.
When creating an online community, you must do strategic planning just as you do for all other businesses in your company.
Starting by thinking about how this group relates to the company’s objectives is the way to define what will be your focus and the line of discussion.
For example, many professionals create a community with the purpose of offering customer support regarding the use of their product.
Many online course creators create communities so that their students can ask questions and share knowledge.
In these cases, not only does the customer feel supported, but they also make a point of leaving feedback about their experiences, which is an excellent opportunity for improvement and growth for the company, as well as generating free publicity, credibility and trust.
2. What will my strategy be?
With the community’s objective defined, it’s time to plan its development and maintenance strategy.
A good idea is to make a brainstorm to generate ideas for approaches and topics that could create interest and foster interaction.
This step may seem a little more difficult, and to help, you can research how other communities work and even use AI software to help you brainstorm topics and create outlines.
Start, dedicate yourself, and persevere. Your community may seem a bit empty at first, but with the right work, it will soon become a channel that your customers will enjoy visiting.
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3. What kind of resources should I use?
It’s not enough to start a community and expect people to come to you and start interacting on their own.
It will be necessary to employ at least one person to manage it and, in time, even a small team.
To keep the community vibrant and growing, the role of community managers is essential for the curation, enhancement, and facilitation of the distribution of content to and from members.
This person(s) should have extensive knowledge about the products and services provided, cultivate relationships and promote interaction so that user interest and participation do not cease.
4. How will I keep the participants engaged?
Over time, your online community will be sustained primarily by user-generated content, but until then, it’s up to you to keep things moving.
Start by producing relevant and up-to-date content that can generate productive conversations.
Define an editorial line. Here’s a list of topics that can help you build this content, such as:
- News related to your field of work
- Company news and new releases
- Interesting articles and blogs on the matter
- News about community members
- Comments on the experiences of other community members
- Questions that can foster debate and encourage the user to express their opinion
To ensure that an online community is truly effective, customer engagement should be a top priority.
It is necessary to provide space and opportunities for community members to participate actively.
Activities such as interactive question-and-answer sessions and rewards for active members are examples of strategies that can increase participation and strengthen emotional bonds.
Remember: Relevant and engaging content is the main fuel for maintaining engagement in online communities.
– How to create highly engaging content
5. Which platform should I use to create my community?
The platform you will use should be chosen according to the characteristics of your target audience.
Social media platforms like Instagram and TikTok are suitable for brands targeting younger generations, while Facebook, discussion forums, or dedicated websites are more appropriate for communities that require more detailed and structured information.
Most importantly, companies must consistently promote interaction and create positive experiences across all platforms.
In this way, online communities are not just meeting places for customers, but become fundamental pillars in building sustainable brand loyalty.
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I created my online community, now what?
By opening spaces for dialogue through online communities, brands can create more human and responsive relationships. However, this requires extra responsibility regarding customer feedback.
A quick and attentive response to feedback received demonstrates a commitment to customer satisfaction and comfort.
This reflects values of transparency and accountability, which are highly valued by consumers.
In some cases, even initially dissatisfied customers can become loyal after their problems are handled with professionalism and empathy.
Ultimately, when people feel heard and valued, they tend to demonstrate greater loyalty, maintain long-term relationships, and voluntarily act as brand ambassadors in their social environments.
Create pathways for different member segments as their needs evolve, from newcomers to established employees, it is also recommended.
The consistent application of these strategies transforms your community into one of your organization’s most valuable assets.
It ceases to be just a marketing channel and becomes a vibrant ecosystem that offers continuous value for both your company and its members.
Without a doubt, for online courses creators, a community is an excellent idea to showcase their work, attract interested parties, and also interact and learn from their audience.
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– What is a Learning Management System
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