4. Exclusive communities help influencers build relationships with each other
When a limited number of people are admitted into your community, members will likely connect with each other because the space is more intimate. Brand communities bring people together whom otherwise, may never have interacted despite having similar passions. In your community, members can discuss certain topics and enjoy the benefits of being exclusive members together. As a brand, this can amplify your overall impact.
5. You won’t lose your influencer relationships
With the declining reach in today’s social media world, brands have to pay to reach the fans of their pages. But, why pay to rent your social media communities when you can own a community? Instead of continuously paying and struggling to find the right eyeballs, you can take action and own a community where your most influential customers will always see your content.
6. Selective brand communities help you collect important data
A group of relevant and reliable consumers is an incredible resource for collecting both quantitative and qualitative data to get a better understanding and build a detailed profile of who you’re selling to. Ask group members what they think of a certain campaign you’re thinking of running, poll them about current operations, or get feedback on a new product before it’s released.
With a selective brand community, you have the ability to crowd-source for customer opinion much more effectively than other tactics such as putting together focus groups.
7. You can integrate your brand community insight with CRM
As you continuously collect data from your influencer community, you can integrate your other systems to match. Integration allows you to leverage data from your community to improve your CRM system. Imagine if a top influencer went to one of your in store locations and, because of the integration, they were able to cut the line or receive a discount or gift.
8. Membership programs can deepen customer relationships
Because brand communities are cohesive groups, marketers can treat customers like subscribers and create membership-oriented programs to improve and lengthen customer relationships. Members can gain access to certain communication programs like magazines, websites, ebooks, live events, etc. This way, you can amplify the effectiveness of your promotions and lower your costs.
These members can also receive special discounts, sample items, and other rewards for being part of an exclusive community.
9. Increase the effectiveness of your other marketing initiatives
When you create your brand community, you’ll have a group of your most engaged customers. As argued earlier, this group of influencers is inevitably the rightful owner of your brand. They are an incredibly valuable resource with a variety of insights.
Allotting some of your marketing budget to create a branded community of top influencers is a great way to gather opinions about your other marketing efforts. If you’re planning to run a campaign, you can simply ask your community to see what ideas resonate best.