Why You Need to Build Community Around Your Brick and Mortar Business

According to RescueTime, an Android and iOS app created to help users monitor their screen time, the average smartphone user spends 3+ hours a day on their phone.

Digital strategist Sara Wilson recently told the Harvard Business Review that although I shouldn’t expect to see a decline in device use, people are craving closer connections and more privacy. As a result, people want to connect in more authentic ways, which is changing the way we all use social media.

This is exactly why online communities have exploded in popularity of late and why, even if your brand exists mostly in-person, you should be building one for your business.

What is an Online Community?

When it comes to the internet, the word “community” is a big umbrella. At its core, any online community is a place where people come together, based on a common interest, and communicate, exchange information, and build relationships. Think old-school forums, new-school comment sections on social media posts, or even email subscriptions. Research shows us that even though personal updates on social media are declining, 76% of internet users engage with vlogs, blogs, or groups in some way.

What are the Benefits of Creating a Social Media Community?

First, it puts your business at the center. If you spend time building it, your community will become a go-to resource for your customers when it comes to your niche. With divisiveness and polarization at the forefront of our news right now, people crave an online space where authentic relationships, creativity, and inclusivity can thrive.

Next, building an online community provides you with insight into your customer base. When you build an online community, suddenly insights that you’d normally pay for are right at your fingertips. When you foster an online community, you’ll find your customers discussing their needs and interests organically. This information is priceless! What can you do better? How do your products need to be refined or expanded based on what your customers say? All this knowledge is right there.

A social media community creates free promotion and loyalty. As much as I know, word-of-mouth marketing is one of the most valuable marketing tools there is. If your online community is engaged well, it will create positivity around your business and your followers will be more likely to spread the word in real life, too.

Tips and Tricks for a Business to Create an Online Community

Add Value?

Communities feel safe from marketing and outside competition, which is part of why people love them. Don’t make the mistake of being salesy toward your community. The best way to tap into the purchasing power of your people is to only contribute things that are relevant and of actual value. Before posting a comment or reply, or scheduling new content, ask yourself: What does this offer my community? Is this relevant and valuable?

Be Consistent

Give your audience something they can look forward to. Maybe it’s a weekly newsletter, an exclusive subscription box, a sneak peek or test drive of a new product just for them, or VIP surveys for your most engaged audience to keep the discussion going.

Facilitate, Don’t Control

Let’s take your community and turn it into an offline flash mob group. Would you want to keep participating if there was one person who dominated the group, judging you while you contributed new ideas? Would you enjoy having them speak over you and tell you your ideas weren’t creative? This is how communities feel where there’s noticeable moderation or control. Your customers should feel comfortable expressing their opinions and thoughts without fear of it being used against them. There should absolutely be guidelines around your community, but make sure you’re allowing conversation and even criticism to develop naturally, as long as it's relevant and respectful. As a business owner who values your community, you should always be open to feedback.

While two thirds of people still prefer to shop in person, it’s more important than ever for brick and mortar stores to pay attention to online presence.

Local businesses are at the heart of our communities and the shopping choices I make today determine what our communities will look like in the future.

If you need help building a social media community around your local business, my team and I would love to chat with you.