When marketers solely focus on the delivery of content, they lose sight of the importance of connecting with people – their audience. You know the old saying, “you can talk the talk, but can you walk the talk.” That old saying sort of applies with building a brand community through engagement.
If you have the best information in the world to share with your audience, that message may be portrayed differently to your audience than what your intentions are due to a poor delivery method and bad approach. What’s a bad approach? A bad approach would be focusing solely on the delivery and not on the people who you’re delivering your information or messages to.
Getting Social is Fun
Getting social is fun for most people and everyday people get social from around the world. Everyday people start conversations and connect via popular social media platforms regarding this content or that content. You’ve probably witnessed this take place yourself on Twitter or in the news feeds of Facebook.
It’s just human nature to connect and interact with others and the Internet makes it easy to do so. People are just craving to share opinions on world matters, services and products. This is why it’s important to leverage communication as a tool to connect with people on another level, earning trust and building a relationship with your consumers. Gone are the days of relying on flashy advertisements for building your brand.
Building Trust Takes Time
Remember that building trust takes time. Consumer trust is built upon conversations with other consumers and conversations between consumers and companies. The Internet is a great place for these conversations to take place, because it allows companies to communicate with consumers not only in a wider and broader reach than in the past, but also in a way that they’ve never had the opportunity to do before.
Understand Your Community
Before you begin attempting to build your brand’s community and interact with consumers, you need to understand your community. Remember that everyone’s different and different people are attracted to different things for different reasons. Things that may be enjoyable to a teenager may not be enjoyable to a college student or a married adult with children.
You want to reach and connect with all age groups and people from different backgrounds and lifestyles. This may seem challenging at first, but with careful planning and research, this is a challenge that is easily overcome. To understand your community, you need to listen, test and measure engagement.
Listen to your consumers and take note of what they’re discussing via social media networks, etc. Take note and pay attention to their interests in your services or products and which particular service or products they seem to enjoy more.
Routinely test out different content types to see how your customers react and take note of the things that you receive the most engagement from. You’ll measure engagement by analyzing all of this information. Be careful when paying attention to the number of followers that you have; you want to pay more attention to the engagement with followers and not the number of followers.
Social media is here to stay, so you’ll want to build your brand carefully and wisely to ensure an effective community building success through engagement.
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