There was a time when the audience used to get influenced by a celebrity advertising a product on national television. But with time the approaches have transformed, and the need has shifted from product to audiences.
In the present marketplace, it is not about which brand promotes its product better. But is all about which brand can solve customer problems more effectively. A brand that can identify and address consumer issues in real-time can drive relevant audiences to its website. Such also helps in creating positive word-of-mouth in the marketplace. Hence, such positive results/approaches have contributed to the introduction of community marketing campaigns.
The leading performance marketing agencies in India actively work on developing campaigns to create and engage the community. However, you might still be wondering about what community marketing is and how it can contribute to the above-mentioned goals. So let’s take a deeper dive.
What is Community Marketing?
The simplest definition of community marketing is to create a virtual community of audience, comprising of your existing and potential consumers. It is much different from a social media channel or profile of a brand with followers. On social media, an individual can follow a brand he/she likes, but not necessarily interact with other audiences. On the other hand, in such communities, the real discussion happens.
The members and audiences discuss the product/brand/launches and other relevant details on such community groups. Due to this community marketing holds the ability to drive and bring more attention and audience than any other form of marketing channel. The leading performance marketers state that such an approach also helps to identify the gaps or barriers to brand growth and further changes in marketing campaigns can be adopted.
Benefits of Community Building in Performance Marketing
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Brand Awareness:
A community developed is specifically oriented to a brand, and the active members of such a community are either directly from the brand or the performance marketers. Hence, they initiate communications that can spread relevant product information. Also, they ensure starting a discussion that can influence members to discuss in detail about the product. Such helps in improving brand awareness among the members. Also, the members share such discussions with their friends or other individuals which attracts them to the community.
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Improved Engagement:
Having such a dedicated community also results in improved audience engagement with the brand. As such a community is comprised of members using products/services of the same brand, hence they can better understand each other concerns and discussion areas. Hence, such results in improved engagement among the audience. Also, the brand executives are part of such communities, representing the brand. Hence, it not only among the audience but also helps in improving audience engagement with the brand.
Considering such factors, the leading performance marketers aim to create a community in the marketplace.
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Better Brand Loyalty:
The community can also be defined to be an association of like-minded people or the consumers/stakeholders of the brand. So in case, any of the members faces a threat or issue in using the product, they get support from other members of the group. Hence, such actively helps in improving/boosting brand loyalty.
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Path to Feedback:
Community Marketing is also an interesting trend followed by performance marketing agencies in India, due to real-time feedback. The discussion among the members helps the marketers to understand whether the introduced marketing campaign was able to reach the right spot or not. Also, the discussions help to identify the errors or issues associated with the product/service delivered to the customers. Hence, relevant changes can be adopted.
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Improved Consumer Experience:
A unique advantage of building and cultivating communities is improved consumer experiences. On such platforms, consumers can get instant solutions to their issues/concerns. They are not required to visit care centers or to wait for support executives. Also, the customers can interact with existing users of the product before making a purchase.
Tips to create an effective Community
The brands are exploring different and unique approaches/ways to establish and promote such online communities. However, you can partner with a leading performance marketing agency in India, i.e., Verve Online Marketing, to learn more about unique marketing approaches. Such approaches can ensure your improved reach to the targeted audience in the marketplace.
Let’s discuss some of the most common approaches/tips that are being used for creating an effective community. Such includes;
- Relevant platform: You can leverage your social media platform, or can identify a unique platform to set up such a community. The social platforms are allowing the creation of such a community in the most unique manner. A recent update to such an approach is the introduction of Whatsapp channels. Also, you can make use of existing platforms such as Quora and Discord to create your brand-specific community. It allows brands to cultivate a community comprised of their targeted audience.
- Redirect Audience: It is further important for your marketers to adopt approaches that can help in redirecting audiences from different platforms to your community. Such a redirection can be from social media handles or any other digital ad platform. To redirect the audience, the performance marketers introduce social media events and work on improving awareness about the existence of such a community.
- Be clear on your objective: It is important for your brand and your performance marketer to be clear on why the community has been established. It is important to be aware of such factors, as such can further help in developing content and promoting discussions accordingly. Such an objective can be associated with improving brand awareness or specifically with product promotion.
- Be engaging: As the community includes your targeted audience, it is your responsibility to keep them engaged, by initiating discussions on interesting topics. These topics can be related to your brand/product or any new launch in the marketplace. Such can help you to share your views with your audience and to know their views and attitudes regarding the same. In the process, you can also focus on adopting a gamification approach. It includes introducing contests, events, or discounts to attract and keep the audience retained.
Conclusion
Product marketing in the modern marketplace is not just about making it visible and available in stores. But is more associated with adopting innovative approaches to educate the audience to try your product. So, it is highly recommended that you partner with experienced performance marketers at Verve Online Marketing, the leading Performance Marketing Agency in India.
We have a team of experienced Performance Marketers who can assist you with unique and innovative approaches to be adopted for your brand growth. Our marketers ensure the use of a mix of marketing tools including SEO, PPC, Social media marketing, and other relevant tools to target exponential growth for our clients. If required we can also help you with your branding needs and to competitively position your brand.
So book your consultation call with our marketing executives today, and explore the innovative ways to promote your brand.
