Know What is Community Marketing and its Types
Being part of a community is a basic need, because basically, humans are social creatures. With the evolution of social media and community marketing, it is not a difficult matter to be part of a community.
For example, the Nike page on Facebook has more than 33 million likes and followers. Those who are part of these 33 million people have access to exclusive support services, motivational quotes, photos, videos, and other interesting content. From this, you can see that Nike has the access and flexibility to shape the audience’s perception in such a way through the content created.
What is Community Marketing?
Community marketing is a strategy that focuses on building an attractive brand presence to interact with an already established consumer community.
This type of marketing usually occurs on social media – which is where a community gathers. The Facebook group, Facebook page, business Instagram account, business Twitter account, are places commonly used by the community to gather.
Not infrequently, a community is formed because of a product. Product categories that often trigger the emergence of new communities are gadgets (smartphones, tablets, laptops, etc.) and motor vehicles (motorbikes, cars, etc.).
These communities become a place for their members to meet their needs or solve their problems. Besides, the community is also the place for the company to respond to questions, complaints, criticisms, or input from members of the community.
By creating and maintaining relationships with consumers through a community, all parties involved will get various benefits. Companies will receive valuable feedback about their products, while consumers will feel more valued. If this kind of pattern works well, you are more likely to have consumers who are very loyal to the brand.
According to Frederick Reichheld of Bain & Company, acquiring new customers is six to seven times more expensive than retaining existing customers. So, by focusing on community marketing, you can reduce your spending on advertising to get new customers.
Two Types of Community Marketing
There are two types of community marketing: (1) organic and (2) sponsored. Naturally, your customers will start interacting with each other without needing to be driven by brands. Consumers can communicate with each other to ask questions, share feedback, and make their assumptions about your brand.
This is good news, and it can be bad news at the same time. If consumers are not satisfied with a product, then that product will face a serious problem: getting a bad reputation in the market. So, you need to monitor discussions regarding your product and brand. That way, you can take the necessary actions to minimize this happening.
Meanwhile, community marketing that is initiated or sponsored by the brand itself allows consumers to interact not only with fellow community members, but also with the brand. By monitoring community interactions, responding to questions or concerns, and providing exclusive information to them, you can create a loyal customer base.
Both types of marketing, if used correctly, will create a good relationship between brands and consumers that is built on customer loyalty and satisfaction.
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