Forget Sales, Focus on Building a Community First

I've watched so many brands pour all their time, energy, and marketing dollars into chasing short-term sales that they've completely lost sight of what really matters: building a community of loyal customers who will stick with them for the long haul. It's like they're so focused on getting people to the bottom of the funnel that they've forgotten about the importance of creating genuine connections and nurturing brand loyalty along the way.

Let me give you an example. Say I'm looking to join a gym. I visit two different fitness centers, and at the first one, the sales team is all over me, pushing me to sign up for various programs and promising incredible results. But at the second gym, the approach is different. They take the time to educate me about the benefits of regular exercise and how a gym membership can improve my overall health and well-being. They're not just focused on making a quick sale; they genuinely want to help me understand the value of what they offer.

As a potential customer, I know which gym I'm more likely to choose. I appreciate it when a brand takes the time to understand my needs and educate me, even if I'm not ready to buy right away. I don't want to be bombarded with endless product pitches and high-pressure sales tactics. I want to feel like the brand cares about me as a person, not just as a potential source of revenue.

Many brands are so obsessed with driving immediate sales that they've completely neglected the importance of building a community around their brand. They're spending all their time and money on bottom-of-funnel tactics like aggressive retargeting ads and high-pressure sales emails, but they're not investing in the kind of authentic engagement that actually builds long-term loyalty.

And that's a huge problem. Because when you're so focused on the short-term, you miss out on the incredible value that a loyal community can bring to your brand.

• Passionate advocates: Create a group of customers who will spread the word about your products and services, helping you reach new audiences and grow your brand.
• Increased engagement: Loyal community members are more likely to engage with your content regularly, providing valuable feedback and insights that can help you improve your offerings.
• Repeat customers: By building lasting relationships with your customers, you encourage them to keep coming back for more, increasing customer retention and lifetime value.
• Authentic connections: Foster real, meaningful connections with your customers that go beyond just a single transaction, creating a sense of belonging and loyalty that can withstand the test of time.

So, what can brands do to build a loyal community, especially when they're just starting out?

Start Early, Even Before the Launch

Even if you haven't officially launched your product or service yet, you can still start engaging with potential customers and building buzz around your brand. Like Dollar Shave Club , before they even launched,, they built a community through funny videos and engaging with folks on social media in a playful and cheeky way, attracting a loyal customer base from the get-go.

Focus on Shared Passions

lululemon is a great example of how to build a strong community centered on a love for wellness and active living. They craft content and experiences that truly connect with their audience, making them feel like they belong and fostering a deep sense of loyalty that extends far beyond just their products.

Engage Gen Z & Millennials Differently:

• Gen Z: When it comes to engaging with Gen Z, authenticity and social responsibility should be at the top of your list. Partner with niche communities on Discord or Twitch that align with your brand values. Encouraging user-generated content creation and utilizing live-streaming platforms for interactive product demonstrations can help you connect with this audience in a meaningful way.
• Millennials: We (myself included) like user-generated content and we listen to all these Micro/Nano incluencers. Collaborate with them on social media platforms (like TikTok, and Instagram) to build trust and credibility.

Host Interactive Pre-Launch Events

Get your audience buzzing with interactive pre-launch events that bring a sense of excitement and gather valuable feedback to enhance your offerings. Whether it's lively online contests or exclusive sneak peeks, these activities will not only build anticipation but also add a dash of thrill to your brand.

Offer Exclusive Benefits

Brands like Fenty Beauty have built a loyal following by giving early access to new product launches and personalized recommendations based on skin tone and preferences. This thoughtful approach makes customers feel appreciated and valued, fostering a sense of loyalty that goes beyond simply selling products.

Community Building Is Worth the Investment

Building a loyal community isn't always a walk in the park, but it's definitely worth the effort. When you give your customers a place to connect, share, and feel appreciated, you'll unlock a ton of benefits that will help your business grow.

Stay focused on creating real connections, putting your customers first, and always delivering value. Do that, and you'll create a community that will stick with you through thick and thin, helping your brand thrive for years to come.