By Jutta Stienen -
4 Myths about Online Community Building (and What Works Better)
When I speak about community building with Heads of E-Commerce, Heads of Digital, or C-Level executives at eCommerce events, I often find a wide variation in understanding of the term. While most recognize the importance of their brand community and aim to nurture their loyal customer base, I observe that many great brands miss opportunities for authentic engagement that cultivates emotional customer relationships due to their limited perspectives on community building.
If we consider the primary role of community building, it’s to connect your brand to customers to foster lasting loyalty. Many brands already use activities like loyalty programs, Facebook groups, and newsletters. However, they could go much further by integrating the community more closely into the brand experience. Without creating spaces for deeper customer connections, relationships will remain superficial.
Below, I want to discuss four of the most common misconceptions from my conversations with brands and suggest alternative approaches for fostering stronger community engagement.
Myth 1: Discounts and Customer Loyalty Programs Build Community
While discounts and loyalty programs can attract and retain customers by offering immediate value, relying solely on these incentives often leads to shallow connections that fade once the promotions end. Community building entails brands nurturing the growth of their customer base through meaningful and interactive engagement that go beyond unsustainable price reductions.
Instead, try this
Incorporate interactive activities like community events or dedicated spaces where your customers, who share interests, values, and preferences, can passionately share knowledge with each other in meaningful ways. You may already be doing this on social media, like Facebook groups. However, here you have limited control as a brand and these customer interactions can be very powerful when you bring them directly to your online store where shoppers make purchasing decisions.
Myth 2: Gaining Newsletters Subscriptions are Community Building
Yes, a compelling newsletters is a powerful tool that requires the perfect blend of interest-driven content, behind-the-scenes insights, special offers, and company updates. However, even at its best, newsletters remain one-directional, limiting their ability to foster enduring relationships that withstand the unsubscribe button.
Instead, try this
In addition to your newsletter, focus on genuine community building. Invest in community-focused solutions that facilitate meaningful customer-to-customer interactions like real-time customer exchanges or community-generated content. True community building involves connecting people in authentic ways that meaningfully and positively impact their lives.
Myth 3: Social Media and Customer Reviews Alone Showcase Social Proof
Many brands prioritize social media and customer reviews for social proof, but integrating authentic customer voices directly on your online store is often overlooked. With social media facing algorithm challenges and the proliferation of fake accounts and reviews, it’s crucial to showcase genuine community opinions on your website. Consumers crave real, trustworthy content from fellow users who share their preferences, interests, and have genuine experiences.
Instead, try this
Instead of solely relying on external platforms, leverage technology to bring your customer community to your online store in a meaningful way. Implement tools like a Community Advice chat, where enthusiastic customers can share experiences and recommendations directly with shoppers in real-time. This fosters trust and credibility right at the point of purchase.
Myth 4: Allowing Customer Voices to speak on my Brand’s behalf could damage my Reputation
Fearing potential reputation damage when your loyal customers speak directly to your potential customers, on your behalf, is unnecessary, and overlooks the benefits – which far outweigh the risks. First of all, your customers are already speaking about you. Secondly, empowering your community to engage with customers on your website fosters authentic trust in your brand transparency and value as a community-backed brand. This approach not only enhances customer satisfaction from the get-go, but also leverages the genuine enthusiasm and knowledge of your community, driving deeper engagement and loyalty.
Instead, try this
Explore platforms like GUURU, employing an algorithm for quality responses, stringent application criteria, challenging tests, extensive knowledge bases, and robust internal support. This fosters a community of trusted brand advocates providing consistently informed advice. Customer-to-customer conversations not only strengthens customers’ connections to your brand but also fosters stronger bonds than traditional marketing alone.
Building a robust online community in 2024, and beyond, requires brands to move beyond the concept that communities are static. Beyond traditional approaches like discounts and newsletters, fostering genuine connections through interactive experiences and integrating authentic customer voices directly into websites are pivotal.
By investing in a living and breathing community that thrives on community exchanges and sharing collective wisdom, businesses can cultivate loyal, engaged communities that not only meets the evolving expectations of modern consumers but also positions brands at the forefront of meaningful customer engagement in a rapidly changing digital age.
If you’d like to know how our Community Advice solution works and what kind of results we see, I’m always up for a chat. You can book a personalized demo for your online store too.
About Francesco Carnovale
Francesco, an Accounts Executive at a community tech startup, GUURU, specializes in cultivating vibrant brand communities for top global brands through their online stores. With a deep passion for gastronomy and exploration, Francesco is equally dedicated to fostering communities as he is to global travel, all while calling Lisbon his home base.
Follow us on: