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How To Leverage Community Building For Sustainable Business Growth

Businesses grow when they offer an experience that goes beyond mere products.

It connects customer emotions with your brand and reduces the odds of switching to competitors. 

But to stay ahead, you must solidify your relationship with your audience. One way of doing this is by building a community. 

Humans like connecting with others over shared experiences, topics, and interests.  Building a community for your brand gives your audience a feeling of belongingness in an increasingly lonely world. This way, you can: 

  • Make customer experience more meaningful and memorable
  • Differentiate your brand
  • Foster brand loyalty
  • Generate brand advocacy

Wondering how you can use community building to scale your business? Let’s find out:  

How to leverage community building for business growth

Reports note that 80% of businesses drove positive impact through community building. Here are a few ways you can do the same for your brand: 

1. Create interesting and valuable content

Your community members are already interested in what you do. You can leverage this by delivering valuable content and nudging them to buy more from you. Even if you don’t get sales from every member, engaging content can nurture your new members into becoming paid customers.

For example, Cassey Ho, the owner of Popflex, an Athletic company, runs Blogilates, her community page. She shares fitness and diet tips, workout routines, recipes, challenges, and even comics about various lifestyle topics. 

Her content is so engaging that even the not-so-physically-active crowd would want to be a Blogilates member. The landing page features her product demonstration reels, giving the audience an informed view of the item’s designs, features, and usage. This clever use of content marketing through communities paid off, generating a substantial buzz and a loyal following for Cassey’s brand. 

2. Frequently engage with your audience

Create lasting customer relationships by engaging with your community members directly. It humanizes your brand, lets you resolve customer issues promptly, and enhances customer satisfaction. 

You can run an exclusive live for your social media groups and participate in online conversations around your brand. Some brands even have a support channel on social media where customers can post their complaints, concerns, and questions, and the company revolves around them.

Duolingo has created a vibrant social media community through a quirky and entertaining brand voice. The Green Owl’s fans share memes, start conversations around the brand’s campaigns, and even address Duo directly. 

To keep engagement high, Duolingo comments on UGC replies to tweets, and participates in relevant conversations with its signature odd sense of humor. The brand also addresses customer complaints on Twitter. 

3. Encourage UGC

86% of customers are more interested in buying from brands that feature authentic customer content. Encourage your community members to post user-generated content to tap into this opportunity. You can start challenges, activities, and hashtag campaigns.

Have you ever wondered why Lego appeals to adults and children alike? It has transcended from being a toy building block company to a brand fostering innovation and collaboration. 

The recipe? A powerful brand community that generates engagement and UGC and builds hype within a wider audience. 

For example, the Lego community has a dedicated page for members to post their new Lego designs and engage with other enthusiasts. Lego often shares these posts on their social media stories.

The brand also encourages UGC submissions on its Ideas page, where Lego enthusiasts can submit their ideas. If the project gets 10,000 supporters in a specific time, the company reviews it. The approved ones then get made, promoted, and sold in stores, and the designer gets a part of the profits. 

In addition to product ideas, this genius community activity generates thousands of authentic, high-quality UGC for Lego without extra effort. 

4. Offer exclusive benefits

Incentivize your community members for their loyalty and passion for your brand. You can start a loyalty or referral program to retain customers and spread word of mouth.

For example, Baltic Born runs a referral program that offers 200 points for new members on their website.

Submitting reviews also earns customer loyalty points.  

If you have community newsletters, consider adding personalized monthly discounts for members. You can also create a Discord community and offer exclusive vouchers there. Such small gestures will go a long way toward keeping the community satisfied. 

5. Host workshops and events

Event marketing allows you to connect with your community on a more personal level. It retains brand interest, keeps the conversation going, and offers excellent upselling and cross-selling opportunities. 

Arrange early-bird launch events for your community members to show them appreciation. You can also host weekly webinars and online workshops for them, giving them something substantial to look forward to. 

For Harley riders, the brand represents a way of life. Harley-Davidson leverages this passion and built a strong community of over 1 million active members.

To honor their community’s love, Harley-Davidson arranges bike events and community rallies globally. At these events, enthusiasts can meet with their local riders, participate in vibrant rides, and build lifelong relationships. 

Harley-Davidson’s events strengthen the community’s loyalty and generate brand advocacy in front of millions of spectators.  

6. Collect feedback and implement it

Constant improvements are necessary to stay ahead of the curve. And who better to point out areas of improvement than your loyal community members? 

Monitor social media comments and identify the most prevalent complaints. You can also add a section where community members can engage with each other and share their insights about your products. This can become a goldmine for customer feedback and drive collaborative, community-driven success for your business.

For example, The Sephora community lets the members post about their experiences and ask the support team questions. 

You can also monitor comments and DMs from your social media community. 

As we discussed, Cassey Ho’s proactive community-building activities gave her and her brand, Popflex, a substantial following on social media. Her product design and demonstration posts generate loads of customer insights in comments. 

Popular for listening to her customers, Cassey collects feedback from the comments and applies the insights for product developments and future designs. She also creates content, updating the customers on how she has implemented their demands in her designs. 


Here is a TL;DR version of today’s discussion: 

  • Double down on creating valuable content for your community
  • Engage with members directly
  • Encourage UGC through community-driven activities
  • Offer exclusive benefits to make them feel appreciated
  • Arrange community events 
  • Gather and apply customer feedback 

Remember, your community is not just a group of customers. It’s a network of people who share a common interest and passion for your brand. So, try our strategies to grow your brand through communities.

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