The word “community” used to be a buzzword attached to other aspects of a business (marketing, sales, customer service) or not appear at all. The problem here is that people often conflate community with an audience, but there is a key distinction: The audience (e.g. of your newsletter) is a one-sided information flow, whereas in a community (e.g. an active Slack Channel) the information flow works many-to-many.
Why you should invest in community-led growth?
Times changed – and organizations gradually realized how fruitful and sustainable community-led growth is on its own. Everyone wants to go easy on resources nowadays.
It doesn’t draw toward the product, however about everything that comes with it. You get knowledge which helps you decide on a product and more. You realize that you were not just looking for a product, but for an experience.
From a business perspective, the idea of building a community is to break down the barriers of communication and allow customers to interact with each other –
Your only job as an organization is to facilitate that and move out the way.
The best part about community? Humans are community creatures. We build on the most fundamental aspect of human nature — our need for connection and recognition.
That’s the big win!
- Get an improved roadmap for pivoting idea or product
- Get a sustainable market fit through organic customer feedback
- See your community as a network of opportunities – unleash its potential
- Organic Growth is the most sustainable and authentic one, nobody will ever forget you again
Community development is not a new idea, but in this era companies are approaching the topic differently.
Oftentimes there is a pond for activities that build stronger and more resilient employee or partner networks – so why not doing the same for your product and services?
Community-led growth can establish a niche like coworking or strengthen a movenment when it comes to purposeful, impactful and sustainable businesses.
A community is a cultural and social unit that is made up of members who share the same values and norms. Being unique makes you attractive. If you provide something that other places don’t have, they will keep coming back. After you’ve aligned your goals, defined strategies, and discovered your target audience, it’s time to start small. Community is a result of small and consistent wins that compound over time. Once you put in enough effort in the right places, you’ll reap the fruits of your efforts.