Pukket Blog

community marketing

Here’s Why You Can’t Ignore Community Marketing

Just like the way you need friends and family in your social circle, a business also requires a community to interact with for support in business. Nearly every successful organization integrates community engagement initiatives in order to increase loyalty, advocacy and brand affinity. This brings about the concept of community marketing.

This form of marketing primarily involves creating a brand presence that interacts well and actively with the existing customers and employees. In this digital era, community marketing is supported by social media platforms where  about 3.2 billion people hangout. If you haven’t embraced this form of marketing yet you have some catching up to do. Although it can be a bit time-consuming, you can’t afford to ignore it because:

It’s an effective way of knowing your customers

When you get close to your existing customers and encourage one-to-one conversations between you and them, they feel easy to give their honest opinions about your brand. Some of the comments you’ll get will be positive while others may be negative. It’s through such feedbacks that you’ll be able to identify more of their needs and what you can do to align your products/services according to their expectations. It’s one of the best ways of knowing your customers without having to use a third party. You will also have the chance to communicate with them if you have the time and the resouces to dedicate to this (Pukket offers an automatic chatbot to initiate the conversation).

Your reputation gets better

 The internet is a great tool for the visibility of many businesses. However, it can also be your worst nightmare. Just a single customer complaint can see your business fall from grace to grass. Even if you avoid going online, you can’t hide from the wrath of an unsatisfied customer who’s determined to let the world know how disappointing your product/servic is. The best way to avoid such issues is by getting so close to your customers that you are able to respond to their concerns swiftly before they escalate to destructive experiences. That’s where community marketing comes in handy, by removing the distance between your brand and its customers. Even if the bad experience gets shared, you’ll have the chance to get in touch and win that customer back.

Improved brand loyalty and customer retention

When you are in constant touch with your customers, they feel valued and are happy to stick around you. That human touch in a brand is very important and is a key ingredient in customer loyalty. Unlike commercial ads that are one-sided communication, community marketing encourages two-way communication between your brand and its customers. Besides promotional content, you might decide to be sending goodnight and good morning messages to your customers. Such messages make your brand feel a bit human. And since consumers trust messages from real people more than those from artificial brands, giving your brand a human face will go a long way to making your customers develop trust in you.

You get valuable brand advocates

When your existing customers are convinced that you care about them and are committed to satisfying their needs, they become your die-hard fans. They are very willing to spread a word about your brand. Even without your request, they will find themselves telling other people about the awesomeness of your business and why they should as well choose you over your competitors.

When you’ve have such a soft spot in their hearts, you can easily turn them into your brand ambassadors. With just a little motivation, they can help you reach customers who you can’t access directly. Besides promoting your business, the brand ambassadors are likely to spend twice the amount an average customer spends on your products. It’s a double win for you.

Your cost of customer acquisition is likely to reduce significantly

 Commercial ads and promotions have taken a toll on modern-day businesses. Recent research shows that the cost of customer acquisition has increased by over 50%  from 2014 to date (2019). If you’ve been in business within the period, most likely, you can attest to that. Fortunately, one of the best remedies to the problem is something easy to do community marketing. Through the brand ambassadors drawn from your customer community, your promotional messages can go viral and get higher sale conversions without you having to spend a fortune.  

For instance, instead of using Google ads which costs you about $1 to $2 per click to promote your product, you can request your customers to take and share photos of them using it (the product) on their social media channels through photo challenges and competitions. The latter strategy will cost you less and will result in more customers because consumers trust their friends and families five times more than brand content

Your chances for valuable collaborations increases

When you have constant and close interaction with your customers, you’ll trigger regular conversations revolving about your brand among them and the people around them. As a result, your brand awareness scope increases as the conversations make you keep on connecting with new people. Other brands start getting curious to know more about you for possible partnerships. That gives you a great opportunity to work together with brands that you share common values with and support your vision. A great example of this is Wendy’s Twitter account.

You see? If you haven’t adopted community marketing, you are missing out on great opportunities. But all is not lost and it’s not too late to make a change. Set the ball rolling, and in case you need help, Pukket, the leading word-of-mouth marketing experts, are just a call away.

Lean analytics virality

Lean Analytics Model: How to Encourage Virality

When running a business startup, there’s no better way of measuring your progress and getting clear answers to your important marketing questions than using lead analytics model. By knowing what, how and why to measure in your marketing strategies, you’ll be able to establish where you are in terms of virality and how to improve it. The Lean Analytics model was introduced to help build a better startup faster. The model consists of 6 sequential stages starting with Empathy all the way to Scaling by achieving stickiness, virality and revenue. With accurate lean analytics measurements, you can make smarter decisions and encourage virality of your product by:

1. Identifying the sharing triggers

Even if you’ve been in business for a short time, it’s important to identify what so far makes users to share your content. Remember that the content is intended to benefit the target users. In as much as you’d want to think that what you are delivering is the best for the consumers, unless you confirm that from their end, you’ll just be lying to yourself. The virality of content determines the value of the piece of the information being shared in the eyes of the intended users. The higher the sharing frequency, the higher the perceived value.

Once you identify the content that’s widely shared, seek to establish why the users like it that much. The answer to the question ought to inform you how to create the next piece of content for the improved virality of your business. This can be the key to unlocking virality within your lean analytics measurements.

2. Proper audience-content matching

The suitability of content isn’t one-size-fits all. Not every content will resonate with your entire market segment. As such, you need to study your target audience keenly and identify the kind of promotional content that each of the sub-segments is likely to share most. You can get such insights from the content you’ve shared so far. You can supplement that with relevant market research. Once you establish that, you can go ahead to create content that factors its suitability to the intended user segment. 

Alawys remember that you can’t gain much with hit-and-run approaches. Gimmicks, tricks and sleight-of-hand might work for a short time. However, in the long-run, such clickbait will do more harm than good as far as your reputation is concerned. Just get off on the right foot by knowing what your target users need and create content that offers them a solution. 

3. Identifying and working with the right influencers

You’ll miss lots of opportunities if you restrict yourself to your own social media channels. One of the best ways to want to reach a larger audience is by using influential people. But not any influencer can be as effective as you’d expect. You need to be a bit choosy. Perform brief research to identify people with loyal following within your target audience and request them to help you in the promotion of your business.

If possible, ask the influence to share their audience data such as gender, location and interest to see if the audience aligns with your target audience. The right influencer will spur word-of-mouth conversations regarding your brand/business/product/service among their audience, resulting in lots of quality leads. Their strong validation about your business will go a long way to growing your user base and making you go viral. Otherwise, engaging just a random influencer won’t yield satisfactory results.   

4. Motivating users to share

Virality is all about getting the information shared as many times as possible in the online world. Unfortunately, unless you give your influencers, customer advocates and brand ambassadors a reason to share, the chances of you going viral remain minimal. Therefore, first, you need to develop content that’s engaging, captivating and addresses the user’s needs.

Then, motivate your brand ambassadors to share and encourage their fans to share with the people around them. You can offer them perks as a way of encouraging them to share the content. Nonetheless, since rewarding a perk for every sharing may not make economic sense, you can set the number of people an influencer/ ambassador is supposed to recruit to qualify for an incentive. Don’t forget to communicate such information to your ambassadors or influencers from the very word go for transparency and trust’s sake.  

5. Keeping your video content short

According to various scientific studies, the attention span of an average person ranges from 8 seconds to 1 minute. Therefore, if you want your intended users to get your entire video message right on the spot, you need to keep it short. The length of the majority of viral videos ranges from 30 seconds to one minute. If yours is longer than that, it might not go as viral as expected. 

6. Long  and scannable blogs

For many years, there has been a rampant misconception about the ideal length of a viral blog post. Some people believe that only a few people will read long content. But this is not always the truth. If you make good use of bullets, subheadings and images, and the message is unique and corresponds to the needs of the audience, rest assured that your content has high chances of going viral.

 Research by OrkDork suggests that a 3,000 to 10,000-word blog article generates the highest number of shares. Therefore, even if you can’t make to hit the word count, make your blog article at least 200-word long for improved virality. 

7. Offering the right tools 

Virality needs not only great content and motivated promoters but also effective sharing tools and platforms. On that note, you can’t go wrong with Pukket. We know where your target customers are and what your existing customers need to reach and direct them to you. We’ll provide your promoters and users with ultra-effective tools to make you go viral and get to the growth stage within the lean analytics model. 

Having implemented these tips, your business stands to gain more online visibility, increased sales leads and a significantly higher lead conversion rate.