Creating community among your most passionate supporters provides a value that cannot be overlooked. Brands that are able to build compelling connections with fans enjoy more successful results because of network effects. If you want to build a strong community, consider these three tips to bring your brand and your fans closer together.
1. Identify your most passionate fans.
Locate your most engaged fans—they are often your largest untapped resource. You can start by looking at how often certain followers re-tweet, share and comment on your social platforms. Our IEP binder video has been shared over 4,000 times, making it an ideal place to look for our most passionate fans.
If you host in-person events, you may have already met some of your biggest fans. Set up an easy way to collect contact information, such as an email address, from event participants so you can continue conversations. Once you determine who your biggest fans are, define a plan for outreach and get them on board with your goals.
2. Make your call to action (CTA) simple and clear
Complexity is the enemy of engagement. Make sure your asks are easy to understand and execute. Start with simple actions so your audience can quickly see and feel proud about small wins. At Understood, we try to initiate dialogue by asking our parents to share an opinion or their child’s recent accomplishment on Facebook. Subsequently, we provide a variety of ways for our most vocal parents to partner with us.
They help grow awareness for learning and attention issues through content creation and through conferences and events, such as the 5 Boro Bike Tour. We also recently began efforts to build community offline by creating programs that encourage parents to host small, at-home support group events with neighbors and friends.
3. Maintain the relationship.
Once you have established a relationship with your fans, maintain that success by developing a long-term strategy for continued engagement. This should include a progression methodology and large and small tactics to ensure that interactions with the brand feel special, positive and rewarding. Speaking of “rewarding,” make sure the plan features ways to say thank you. A small gift can go a long way!
Connecting with your most genuine supporters can provide unique insights on your target audience, while amplifying and lending greater credibility to your marketing efforts. They can also boost the work of employees by inspiring new services and ideas. With proper planning and attention, your fans will become one of your greatest assets. Good luck!