The reality is that SMEs do not have enough budget to launch a powerful advertising campaign . They also have a series of other impediments. Google Ads campaigns can be too expensive (or they simply do not have enough search volume to launch a profitable strategy), depending on which industry appearing in the first organic usa phone numbers list
search results (SEO) is almost impossible (they must resort to the long tail and specialize in content niches), organic visibility on social networks is increasingly limited... that is, they must resort to creativity and hard work (now the best digital marketing strategy for SMEs ). Added to this are the new limitations of third-party advertising cookies .
So, a great alternative is to work on building online communities around the brand. When you say this, you might think that these are things for big brands. Yes and no. Yes, if you think of a large community that interacts within a platform, that generates content on a recurring basis, etc. This is for companies with mass-market products and large budgets.
But an online community can have many shapes and sizes (it doesn't have to be within a specific platform, in fact they are usually within the social networks themselves and don't have a defined formal structure). And we are going to look at real and current examples that prove it ( examples of communities around music groups applicable to SMEs ).
1. Benefits of building an online community for SMEs
Online communities are not just spaces for interaction, but real growth drivers for companies that know how to manage them well. Here are the main benefits that an online community can bring to your SME:
Customer loyalty: maintaining direct and close communication with customers through a community generates loyalty and increases the customer life cycle.
Brand ambassadors: Active users in the community often become passionate advocates for the brand, helping to promote it organically among their networks.
Collecting valuable feedback: Communities provide a constant channel of feedback, allowing for improvements to products or services based on real customer needs.
Greater engagement: continuous interaction with customers strengthens the bond with the brand and creates a space where users feel heard and valued.
Example: Goiko Grill's online community is a great example of how a company can use its community to build customer loyalty. Its followers on social media actively participate, sharing their experiences and promoting the brand's campaigns, which strengthens the emotional connection with its audience.
2. How to build an online community
Building can lead us into a misunderstanding. It is not about launching a platform where we encourage our audience to interact through content, contests or promotions. It is very unlikely that it will work this way. This only works when the community already exists and then you can try to offer them a space.
Online communities are built wherever they are found
How? Yes, that's right. You have to go where they are and not the other way around. Generally, we will find them on social media and on platforms like YouTube, and always around our content.
It is essential to follow these steps:
Value proposition of an online community
In this blog I have talked about what a value proposition is and what it is used for in marketing. When we are thinking about an online community as part of our brand and loyalty strategy, two appropriate or optimal value propositions must be given at the same time: that of your product or service and that of your community.
One without the other will make the community not work. No matter how much I like your brand, if what you offer me in the community doesn't appeal to me, I won't participate. And vice versa. If the community is attractive to me, but I don't have a relationship of trust with the brand (I don't like the product very much or I don't buy it regularly), I will end up stopping participating.
Every online community, at least for an SME, is based on a product or service that a good percentage of your customers love. Think that they are going to be the driving force that makes everything work. They are going to be the ones who really participate, the rest will do it on a one-off basis.
Our goal is for them to speak for us to people who know little or do not know us.
How to build trust in an online community
We are clear that trust is the basis of sales , as the same occurs in an online community (with or without a platform).
The first step is for community members to trust the brand and for it not to let them down in their interactions within the community. Initially, this means transparency, keeping promises, good community management, good customer service (for commercial matters) and everything that contributes to making users feel safe and supported within the community.
We see this on large e-commerce platforms such as Amazon, Wallapop, Vinted, etc. Starting from a service, they identify the most active users and by providing them with verified profiles, they manage to motivate them to continue participating and make them feel important for the brand. The activity of these verified users also generates trust in the rest of the users. A masterstroke!
Marketing to generate community
It is vital to implement marketing strategies that promote active participation in the community. Success stories, exclusive content, and campaigns that involve members are effective ways to maintain interest and motivate interaction.
Let's look at some marketing strategies in more detail in the next point.
3. Marketing strategies to generate community
Once you’ve established the foundation of your community, it’s time to implement specific marketing strategies to foster its growth and engagement. Here are some ideas:
Gamification and incentives
Offer rewards or incentives to those members who are most active within the community. Implement programs that reward users who participate, whether by sharing content or inviting friends.
Collaboration with influencers
Collaborating with local micro-influencers or brand ambassadors is an effective strategy to amplify the reach of the community. These influencers can bring authenticity and help attract new members.