Community Marketing, also called Community-based Marketing, is a strategy that aims to create a community around a brand or product to encourage loyalty and support from its members. This method uses the strength of community connections, motivating customers to engage with the brand and with one another. The goal is to create a space where customers can share their experiences, provide feedback, and connect over shared interests.

Community marketing prioritizes genuine relationships over transactions. This approach helps businesses build a loyal customer base that feels valued and understood. In turn, this leads to sustainable growth and success.

Community Marketing and Community-Led Growth

Community Marketing is a critical component of a broader business strategy known as Community-Led Growth. This approach makes community building a central part of an organization's growth strategy, affecting many departments: 

• Customer Success: Community-Led Growth strategies enable users to help each other by sharing knowledge and providing peer-to-peer assistance, which complements the company's official customer service channels.
• Product Development: Engaging directly with the community is important for product development because it helps companies receive valuable feedback and ideas from customers.
• Sales: Sales departments benefit from a strong community by using testimonials, case studies, and social proof to attract new customers.

Community-Led Growth is a holistic approach improves the customer experience and promotes organic growth by creating a loyal fan base invested in the brand's success.

Community Marketing vs. Community Engagement

Community marketing involves an organization creating a space where fans and users can interact and connect over their mutual appreciation of the brand's products or services. The company takes the lead in creating a space for members to gather and often facilitates the conversations that take place within it.

In contrast, community engagement involves reaching out to a pre-existing community that is not directly connected to the brand. This could involve participating in discussions on third-party forums, social media platforms, or any space where conversations about the industry or related topics are happening. Engaging with the community doesn't mean creating a new community, but rather getting involved in existing conversations and networks to bring value.

Defining “Community” in a Marketing Context

In a marketing context, the word "community" refers to a group of people with a shared mission or goal. In the book, Building Brand Communities: How Organizations Succeed by Creating Belonging, Carrie Melissa Jones and Charles H. Vogl define a community “as a group of people who share a mutual concern for one another” [1]. This communal bond forms the basis of Community Marketing strategies, where the value is placed on interactions and relationships rather than transactions. The power of community lies in its ability to create a fertile ground for brand engagement, loyalty, and word-of-mouth promotion.

A Shared Mission

Today, communities can grow on different online platforms, giving brands the chance to connect with their audience in a meaningful and long-lasting way.

The essence of a thriving community lies in the shared mission that resonates not only with its organizers but with every member of the group. For example, the organizers of the Podcast Movement conference have built a thriving community of podcasters. The shared goal among the members of this community is to become better podcasters; the goal is not to sell more tickets to the conference, which would benefit the organizers of the community but not the members.

A common purpose is important for creating a real connection among community members and encouraging them to participate. When the mission is universally embraced, it amplifies the community's cohesion and drive towards achieving common objectives.

The Difference Between Communities and Audiences

Understanding the distinction between a community and an audience is crucial to developing effective engagement strategies. An audience is a group of people who consume the content or messages broadcast by a brand or individual. The communication in this relationship is mostly one-sided; there is limited interaction among members or with the content creator.

Unlike audiences, communities coalesce around spaces, not content. A community is a dynamic environment where members actively participate, share insights, and support each other. Communities thrive through interaction and communication, not just between the brand or leader and the members, but also among the members themselves. This is crucial for the community's success.

The Role of Content in a Community Marketing Strategy

While content serves as the magnet that initially attracts individuals to the brand's orbit, it represents only one facet of the entire ecosystem. The creation of meaningful, engaging content is essential, yet it is only the initial step toward cultivating a thriving community. 

Creating a space for community members to gather, share, and connect goes beyond just having content. It involves deliberately creating spaces that promote meaningful interaction. These spaces must be supported by policies that encourage respect, inclusivity, and active participation. To create a united and active community, it is important to not only have interesting content, but also to actively encourage interaction, resolve conflicts, and appreciate contributions.

The Benefits of Community Marketing

A key benefit of Community Marketing is its ability to transform customers into evangelists for your brand. Customers who are deeply engaged and invested in a community surrounding a brand are more likely to share their positive experiences with others. When customers have a good experience with a brand, they often recommend the products or services to their friends and family. This creates brand ambassadors who help promote the brand. Their endorsements, born out of genuine satisfaction and connection, carry a weight no advertisement can achieve. 

The Power of Brand Evangelists

These word of mouth recommendations are profoundly more powerful than traditional advertising. They come from a place of trust and personal experience. When a person recommends a product, it's based on their first-hand knowledge and satisfaction, not a scripted marketing message. This authenticity makes the recommendation far more persuasive and reliable in the eyes of the receiver. 

Word of mouth is often targeted because people share recommendations with others who have similar interests or needs, ensuring that the message reaches a receptive audience. Community marketing encourages customers to share their positive experiences, harnessing the power of personal recommendations over traditional ads.

The Drawbacks of Community Marketing

While Community Marketing holds vast potential for deepening customer relationships and enhancing brand loyalty, it is not without its drawbacks. Among the most significant challenges is the substantial amount of time and resources required to effectively moderate such a community. A thriving, positive online community does not happen by accident; it demands continuous monitoring, engagement, and moderation by brand representatives. This effort aims to keep the community safe and welcoming for everyone by preventing spam, trolls, and negative behavior that could damage the brand's image.

Online communities are active all the time, so we need to be vigilant and address issues promptly, even outside of regular office hours. This non-stop commitment can stretch resources and require a dedicated team, especially for larger communities or those with a global presence. Brands are under pressure to provide quick responses and solutions to meet high service expectations. Despite the challenges, Community Marketing's benefits usually outweigh the drawbacks if organizations are ready to invest the time and resources.

Community Marketing vs. Interruption Marketing

Interruption marketing is a traditional form of advertising that aims to capture the audience's attention without them requesting it. This approach includes television commercials, print ads, pop-ups, and other formats that interrupt a viewer's content consumption to present an advertisement. The primary objective of interruption marketing is to increase brand awareness and potentially drive immediate sales. This method may be seen as invasive and disruptive, which leads to consumers being less receptive to it compared to Community Marketing's participatory and relationship-focused strategies.

Community Marketing vs. Content Marketing

Though Community Marketing and content marketing both aim to engage audiences, their methods and objectives vary greatly. Content marketing concentrates on creating and distributing relevant, valuable content to attract a defined audience. Its goal is to establish authority, increase brand awareness, and ultimately drive profitable customer action. The goal is to engage with the audience using blogs, videos, podcasts, and social media posts, in order to inform, educate, or entertain them. These audience members may consume the content without directly interacting with the brand or other audience members.

Community marketing, in contrast, goes beyond attracting an audience to actively building and nurturing interactive spaces for community members. It focuses on facilitating connections not just between the brand and its audience, but also among the audience members themselves. This approach encourages community members to interact, share experiences, and contribute to the dialogue. This helps them become more engaged with the brand.

Types of Communities

There are different types of communities, each with its unique purpose:

• A community of practice is a group of individuals who share a common interest or a profession and come together to fulfill both individual and group goals. They are defined by a shared interest and enthusiasm for a specific area of knowledge or practice. Community members learn together, share experiences, discuss challenges, and spread new insights to improve their skills and the group's knowledge.
• A community of interest brings together people who have a shared interest or passion, even if they don't have the same professional expertise as a community of practice. Communities of interest focus on the exchange of ideas, information, and experiences related to a particular hobby, cause, or interest area. The communities are based on mutual excitement and engagement with the topic, rather than focusing on professional development or mastering a practice. Members join together because they have common interests or concerns. This creates a supportive and inspiring community for people to connect with each other.
• A community of action is a collective of individuals who unite around a common goal or purpose, aiming to bring about social, environmental, political, or organizational change. Unlike communities of practice or communities of interest, which focus on shared learning or enthusiasm for a topic, communities of action are driven by a shared commitment to action and outcomes. Members collaborate to devise strategies, mobilize resources, and implement initiatives that address specific issues or challenges. These communities often emerge in response to a pressing need or injustice, bringing together people from diverse backgrounds and skillsets who are motivated to effect tangible change.
• A community of place is a group of people who live in the same area, like a neighborhood, village, or city. People in a community interact through local events, initiatives, and shared governance to improve their overall welfare and address communal needs. This community focuses on how geographic space influences social interactions and creates a sense of belonging among its members.

Building Community Spaces

When implementing a Community Marketing strategy, the first step is to create a gathering space for community members. This space is the center of the community, where members can share ideas, support each other, and work together on projects. A community space can be physical, virtual, or a mix of both, depending on the community's nature and needs.

1. Permanent Physical Spaces: One type of space built for community members to gather is a permanent physical structure, such as a church, school, or office. These structures serve as physical hubs where individuals can meet face-to-face, facilitating real-world connection and interaction. These spaces are important for creating a sense of belonging, facilitating direct communication, and forming strong personal connections within the community.
2. In-Person Events: A second type of space for community members to gather is physical but temporary, such as a conference, expo, or other in-person event. These temporary venues serve as dynamic platforms for sharing knowledge, networking, and celebrating milestones or common interests.
3. Online Groups: There are also digital spaces where community members can gather. These include online groups or forums, such as Facebook groups, Slack channels, Discord servers, and others. These virtual platforms allow people from anywhere in the world to connect, exchange ideas, and provide support, even if they are far apart. They offer the flexibility of asynchronous communication, allowing members to engage at times that fit their schedules.
4. Virtual Events: The fourth and final type of community space comprises virtual events. Unlike asynchronous forums where individuals contribute at their convenience, virtual events offer a scheduled, immersive experience where attendees can interact with hosts and each other. This immediacy fosters a vibrant sense of community and participation, closely mirroring the dynamics of physical gatherings. Virtual events allow for engagement from a large audience without the limitations of physical locations.

When creating a community for a marketing strategy, an organization can use physical and digital spaces to enhance the overall experience.

Relationship Building in Community Building

A key component of Community Marketing is encouraging member connections that further the community's mission. This involves creating opportunities for serendipitous encounters, where members can share ideas, collaborate, and support each other's goals.

Whether through organized networking events, forums, or collaborative projects, a community manager plays a pivotal role in bringing people together. These orchestrated interactions not only foster a sense of belonging but also drive help the members achieve their shared goals.

Safety in Community Building

When building a space for community members to gather, one of the most important considerations is safety. After all, if members don't feel safe, they won't return to the space. In physical spaces, this means implementing measures such as secure access, emergency protocols, and a clear code of conduct. For digital platforms, cybersecurity measures, moderation of content, and privacy protections are paramount. Ensuring safety also involves creating an inclusive environment that respects diversity and promotes respectful interaction among community members. By prioritizing safety, organizations can build trust and foster a welcoming community where members feel valued and protected.

Gatekeeping in Community Building

When establishing a community, gatekeeping plays a critical role in determining the community's character, values, and overall atmosphere. Deciding who is allowed into the community and who is not is a delicate balance that requires thoughtful consideration. Gatekeeping can help create a safe and inclusive environment where members share common interests, improving the quality of interactions and engagement. However, it's essential to implement gatekeeping mechanisms that are transparent, fair, and aligned with the community's purpose. Excessive or discriminatory gatekeeping can lead to a homogenous community, stifling diversity and innovation. Finding the right balance in gatekeeping helps the community stay open and welcoming while also being safe and focused, creating a sense of belonging among members.

The Role of Digital Tools in Community Marketing

Publishing Tools vs. Space Building Tools

Digital content publishing tools like WordPress, YouTube, and Instagram serve primarily as platforms for content creation and dissemination. Digital tools like Slack, Zoom, and Discord are designed to create virtual spaces for interaction and collaboration. These tools are not primarily about content dissemination but about creating interactive environments that support real-time or asynchronous communication, collaboration, and community engagement.

Email Marketing and Newsletters

Email marketing is essential for community building, connecting members to content and each other. Community managers can inform members about the latest discussions, resources, events, or updates by creating newsletters and email campaigns. This communication method is effective because it reaches members directly in their inboxes, encouraging them to visit the community space to access resources, participate in conversations, or connect with peers.

Customer Relationship Management (CRM) Systems

Although not strictly necessary, a CRM can greatly aid in managing larger communities. CRM systems help organize member data, track interactions, and personalize communication. This allows community managers to adapt their approach to different community member segments. Customization improves the member experience, making them feel valued and understood, which increases engagement and loyalty to the community.

How to Implement Community Marketing Strategies

1. Identify the Mission

Defining the shared mission of your community members is the first crucial step in creating an effective Community Marketing strategy. This mission is the core of the community, guiding the content and activities and attracting like-minded people. A clear mission gives people a sense of purpose and belonging.

Businesses and organizations need to deeply understand the values, goals, and aspirations of their members. They should ensure that the community based on these principles provides real value and a sense of belonging.

2. Identify Your Community Members

The next step is to identify your target community members. A helpful exercise for this is to create personas. Personas are fictional characters that represent the ideal members of your community. They are constructed based on research and data about your potential audience and should include details such as demographics, behavior patterns, motivations, and goals. Creating personas enables you to understand and empathize with the individuals you aim to attract to your community. This understanding is crucial in tailoring your community's activities, content, and overall strategy to meet the needs and interests of your target members effectively.

3. Create a Space for Community Engagement

The next critical step in building your community is to create a space where your members can gather, share, and engage with each other. This space can take various forms, depending on the nature of your community and the preferences of its members. Choosing the right type of space is crucial for businesses and organizations that want to promote a sense of belonging and active participation. To choose the right space for your community, you need to consider your members' preferences, the type of interactions you want to promote, and the resources you have available.

4. Encourage Engagement and Participation

Once you have a space set up for your community members, you need to invite them to participate and engage in it. This can be approached through targeted invitations, engaging content, and interactive events that cater to the interests of your community.

Creating a welcoming atmosphere is important because it encourages members to share their thoughts, contribute their ideas, and collaborate with each other. Employing strategies such as personalized outreach, regular updates, and facilitating discussions about relevant topics can significantly enhance participation levels. Additionally, recognizing and rewarding active members can foster a sense of value and belonging, motivating others to contribute more actively. Engagement breeds engagement; hence, the more vibrant and interactive your community space becomes, the more it will thrive.

Measuring Success in Community Marketing

To effectively gauge the success of a Community Marketing strategy, it's essential to monitor specific Key Performance Indicators (KPIs):

1.  Member Growth Rate: This measures the rate at which new members join the community over a specific period. It helps in understanding the effectiveness of recruitment efforts and overall interest in the community.
2.  Engagement Rate: This metric calculates the proportion of active users engaging with the content, discussions, or events within the community. High engagement rates indicate a healthy and vibrant community atmosphere.
3.  Retention Rate: This measures how many members stay active in a community over time, demonstrating the community's ability to keep its member base.
4.  Attendance: Tracking event attendance helps communities understand how popular and relevant their activities are to their members.
5.  Net Promoter Score (NPS): NPS assesses member satisfaction and loyalty by asking how likely they are to recommend the community to others. It is a strong indicator of the community's health and member satisfaction.
6.  Conversion Rate: If applicable, tracking how many community members take a specific desired action, such as purchasing a product or signing up for a service, can indicate the effectiveness of the community in driving business goals.
7.  Feedback and Sentiment Analysis: Collecting and analyzing feedback through surveys, and monitoring the overall sentiment within community communication channels, can provide qualitative insights into member satisfaction and areas for improvement.

Regularly monitoring these KPIs can give valuable insights into the community's performance and help with refining strategies for continuous improvement and growth.

Challenges and Considerations in Community Marketing

Engaging and Retaining Members

One of the main challenges in Community Marketing involves attracting and retaining members consistently. Consistent value delivery is needed through content, discussions, and events that meet the community's interests and needs. Personalized communication and recognition of active members can also foster a sense of belonging and encourage ongoing participation.

Managing Negative Behaviors

In every community, there's a potential for negative behaviors such as trolling, spamming, or bullying. It's crucial to have clear community guidelines and a moderation strategy in place to promptly address these issues. Ensuring a safe and respectful environment is key to maintaining member satisfaction and engagement.

Measuring Impact Beyond the Metrics

While KPIs provide quantitative insights, understanding the qualitative impact of the community requires deeper analysis. It involves looking beyond numbers to see the stories, relationships, and transformations that occur within the community. This might include success stories of members achieving their goals with the support of the community or how the community has facilitated meaningful connections among members.

Adapting to Changes in Platform and Audience Preferences

Digital platforms and audience preferences evolve rapidly, presenting a challenge for community managers to stay current. Surveying members regularly and staying updated on trends and technologies can help adapt the community strategy to meet changing needs and preferences effectively.

Addressing these challenges requires a blend of strategic planning, empathy, and flexibility. Focusing on creating value and fostering a positive culture, Community Marketing can succeed despite the challenges.

Conclusion

Community marketing is not merely about facilitating transactions but instead focuses on fostering meaningful interactions that resonate on a personal level with each member. To achieve this, we must carefully balance providing value, promoting open dialogue, respecting diverse viewpoints, and always striving to understand and serve the needs of the community.

Community marketing is becoming increasingly important due to the growing need for authentic connections in the digital era. Brands can develop stronger relationships by creating inclusive, supportive, and engaging communities. This boosts brand loyalty and fosters a greater sense of belonging among members.

1. Carrie Melissa Jones and Charles H. Vogl, Building Brand Communities (Barrett-Hoehler Publishers, Inc., 2020, p. 15).