Would you like a safe space? A space where you are free to share what your brand is doing, how it is making a difference, and the message that it is spreading?
I am talking about building and growing a social media community for your brand.
Thanks to various social media networks, starting a community is easier than ever. But building it from the ground and more specifically growing the social media community for your brand is the hard path.
This guide is going to help you on that road. We’ll be starting from scratch here. That is, choosing the social media platform, attracting social members, making the community engaging, and growing conversion.
Building and Growing Social Media Community For Your Brand
Choosing social media platform
In order to make sure your social media community is thriving and popular, you’ll need to make sure your choice of platform is right. That is what will decide the form of content, resources, KPIs, and strategy that you’ll need.
How to choose the right platform? If you are at the initial stage with no to very few resources, the best thing to do would be to look at your competitors.
You can even use Similarweb to look at the highest Social media traffic.
Still not convinced? How about trying all the social media platforms, one at a time, and see what works best for you.
Testing platforms in the start before investing resources will really help you ensure that you are putting your time and content in the right place. That is why choosing the right social media platform is the most important part of building and growing a social media community.
Reaching the audience
Once you have finalized your choice of social media platform, the next step will be to reach your target audience. These are the group of people who will be most interested in your brand and will be willing to even buy your products.
The best way to reach them is to first understand, what they enjoy the most, especially about your kind of brand and products.
If you are a fashion brand, the interest could be trends, looks, mix-match, etc. If your furniture brand, the interest could be interior design, lifestyle, and more.
Here, the important part is to learn what your audience is interested in, the questions that they have, and the content that they interact with.
You can even run social media ads to reach your audience. Organically, I’d suggest working on your bio, using high-quality visuals, staying active, and focusing on the branding side, while delivering what your audience wants.
Reaching your audience is one part of building social media community, growing engagement means driving value out of it. But how grow the engagement?
Simple. By engaging with your followers and accounts in your niche.
Here, your branding and most importantly your content will play a huge role. Make sure that the content part of the marketing is taken care of.
But to make that work, you’ll have to engage with other accounts as well. That’s how your network and people come to learn about what you share on your account.
Engaging with the accounts also helps in building trust with your potential followers. This later reflects when you are looking to cross-promote and grow your social media community.
Collaborate with influencers
Collaboration with other accounts and influencers is a great way to reach new audiences. It instantly builds trust and helps people learn about your community.
Now, how to collaborate with influencers? Today, there are many ways. They can share your brand on their accounts and stories. You can go live with them and interact with them. Also, they can take over your account, and talk to your audience to engage with them.
Collaborating with influencers can be highly rewarding, that is why it is important that you learn about influencer marketing in-depth.
Stories are one of the most powerful forms of conversation and engagement. They keep the person on the hook and hungry to hear more about you.
But not everyone has a story to share. Right?
Wrong. Stories are everywhere. Real or fiction, it doesn’t matter. You can create a character for your brand, let your products tell their stories, come up with comic strips or tell stories of your customers or community member.
Still not aligned with your brand? How about the influencers and their stories, behind the scene, and tips?
All these are various forms of stories that you can integrate into your content marketing strategy. This will help you build a strong foundation to grow your social media community and will also start a conversation with a new audience.
Remember, people love interesting stories. And when they have one, they share it with people like them.
A community is doing well when people are having conversations. And for that to start, you would have to be the first rolling stone.
Talk to your audience, respond to them, answer their question and make your community, the best place to meet like-minded people.
While growing you can always add in moderators, people who can reply on your behalf but in the start, you’ll have to do that by yourself.
Not because you can’t hire someone to do that, but because you want to make sure your social media community culture is what you planned for.
Once you are able to do that by yourself, you can transfer the responsibility to someone worthy – from your community or your team member.
Cross channel promotion
Cross channel promotion simply means promoting your social media community on different social media channels.
If there is an event that you are planning on one platform – collaborating with influencers, running a competition, going live, and interacting with the audience – share the news on the other platforms as well.
This will allow audiences from different platforms, but with the same taste to come together and build a stronger social media community for your brand.
Building and growing social media community require a lot of persistence. A goal and a mission of bringing people with the same tastes or interests together. Now, the goal can even be to sell your products to them.
But to do so, you’ll have to make sure you present your products in the best possible way.
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