Let me tell you a story. A story about someone who knows how to build a community. Someone who’s community I’m a part of.
I got an email from Tracy this morning.
Tracy has been in my life for 14 years. I see her around 4 times a week, and we can spend between half an hour to 2 hours together. I know what her kids are getting up to, the books she’s reading, what causes she’s thinking about, the new ideas she’s coming up with. I know her favourite drink, the skincare she uses, and what she thinks about Taylor and Travis.
We’ve never met.
The community I’m obsessed with
Tracy Anderson is a fitness trainer. She’s developed a method that keeps my ADHD brain from getting bored, that’s put me back together physically after two pregnancies and births, and that kept me sane during my husband’s cancer diagnosis and death.
She has earnt my undying loyalty.
I’m also connected to the wider community of other people who follow her workouts. (I even met one of my first copywriting clients in a Tracy Anderson Facebook group!) We’ll check in with each other to talk about recent workouts, to compare notes on equipment, to try out new recipes. And I’ve never met any of them, either.
The result? I buy everything Tracy launches (well, almost everything – I’ve yet to stretch to the Vitality weeks she runs in the US, but they’re on the vision board). I have her DVDs, streaming subscriptions, leggings, and equipment. I’ve bought skincare and books she’s recommended. I am all in.
When she sends an email, I’m excited. And when she launches a new product, I’m already more than halfway towards buying it. I don’t need as much convincing, and I have fewer objectives.
I feel part of her community.
These are the kind of people you want in your audience. People who don’t feel like an audience of customers – they feel like part of a community.
Because, when they do, they’re much more likely to buy your stuff, and it’ll take much less time to convince them they need it.
But how do you get them to that magical state of obsession? How do you build a community that’s obsessed with you?
How to build a community and make people feel like they’re part of it
Do you want my advice as someone who spent 15 years building communities of young people?
It’s about more than a Boots or Tesco-style loyalty scheme that offers you a quick return on your investment, or extra perks (Although these aren’t to be sniffed at).
I think that more small businesses should strategically work to create that feeling of being part of a family. Knowing how to build a community is something you need to pay attention to.
And here are 3 tips to get you started:
Make them feel special
Send them emails on their birthday with a personalised discount code. Let them in on behind-the-scenes secrets, ask their opinions. Never underestimate the power of asking questions (and, you know, listening to the answers!).
Make them feel listened to
Regularly ask your members about their needs, preferences, and the things they’d love to see you offer…and then ACT on that invaluable information!
Would they find it easier to follow your course videos if you had captions or a transcript available?
Are they looking for a less involved offer at a lower price point?
Make them feel part of something
If you’re a brick and mortar business put on special VIP events that feel like secret parties. If you live online then give them early access to sales, or host a members area on your website with access to exclusive content or discounts.
And, of course, use the regular emails you send to your members to build on that feeling of being part of something, being special, and being listened to.
How a strong community can grow your business
We’ve had an uncertain few years in the business community, and we’ve seen how the sense of insecurity can affect people’s spending habits. But if you’ve figured out how to build a community, then you have an ace up your sleeve.
If you have nurtured a community, and a relationship with your customers, then spending money with you will feel secure and comforting.
When people already know, like, and trust you AND they feel part of your community, then you won’t have to work as hard to convince them of the value of your offer. They’ll be excited to see your email drop into their inbox. They’ll run towards the pre-sale link. And they’ll shout about you from the rooftops.
Not a bad return on your investment really.
If you’re looking for support – someone who will care as much about your business as you do, then book a strategy call with me. We’ll work out the best way to build your very own obsessed community.