Introverted Business Owners: How to Build a Community from Scratch?

In 2024, not just my Pastor growing our Ministry but even sole trader business owners are finding that building a community around your business is more important than ever. Both people of faith and customers aren’t just looking for products or services. They’re seeking relationships, shared values and meaningful interactions. This shift has led to the rise of 'community-based marketing' where businesses not only sell but also foster engagement and loyalty through authentic connections. Even WhatsApp now has the WhatsApp Communities feature to bring people together around shared goals or interests in a structured way. That is how big community based marketing has got.

For many business owners (especially introverts) the thought of community-building can feel overwhelming. You don’t need to be the loudest voice in the room but you need to be authentic, consistent and focused on providing value. Lucky for you, Introverts are typically great listeners and thrive in one-on-one or smaller group interactions which are essential qualities for building these meaningful connections.

A strong community around your brand offers several advantages:

• Customers who feel connected to your brand are more likely to stay loyal.
• Through your community, you create an environment where members advocate for your business and attract new customers.
• A community gives you access to valuable feedback to help you understand their needs, innovate your offerings and keeps you competitive.

Lululemon Athletica's revenue for the year ending January 2024 was $9.62 billion a 18% year on year growth. Starbucks generated $36.94 billion in revenue as of FY2023. Patagonia generates over $1 billion in annual revenue. These companies from different sectors highlight the power of community-building to drive long-term engagement and revenue.

People can spot when someone is being genuine and are drawn to relatable narratives. Share your personal challenges and victories to show your human side. Be honest and relatable. You don't have to expose your deepest fears or unconfortable details. Vulnerability in business is about transparent on the hurdles you faced and the lessons you learned from them.

Don't let the pressure of jump starting a large scale community and to start charging money get to you. Focus on creating intimate spaces where customers can interact with you and each other. Set up a Facebook group, LinkedIn community or even a small Discord channel.

Introverts are deep thinkers and excellent at communicating through writing. Use this to your advantage and create blog posts, LinkedIn articles and newsletters can help you engage your audience without needing to be “on” all the time.

Understand your audience’s needs rather than pushing your product or service. When people feel heard, they are more likely to engage. What is the problem you can solve for them Respond thoughtfully to comments and questions. It is not about what you can sell but on the pressure issue you can resolve.

You don’t need to put yourself in the spotlight and build your community alone. Collaborating with like-minded businesses owners/influencers who share your values to co-host events, webinars and cross-promote each other’s offerings.

Tools like email marketing software, platforms like Mailchimp or ConvertKit to automate your email newsletters, schedule content in advance using tools like Buffer or Hootsuite to stay consistent and chatbots can help you engage with your audience without constantly being active online.

Conclusion

Start small, be consistent, and remember that building a community is a long-term investment. You don’t need to have all the answers right away. Focus on listening to your audience, providing value and nurturing meaningful relationships. Months may pass where you see nothing. Keep at it. One of these days your efforts will bear fuit. Opportunities that you never thought of will present itself. Start today and open up possibilities.