When it comes to marketing efforts, it is inevitable that the time will come when the strategy needs to be revisited — whether it’s updating the content to match the season or a complete branding overhaul.
Has your online community become less engaged — or completely disengaged, than they once were? Or perhaps there is a need to better understand how to build an online community and how to keep it engaged with the brand.
It’s important to understand, an online community can’t be launched and then left on its own, it needs to be tended to. Whether you are a community manager, brand manager, leader, marketer, or somewhere in between, community management includes content planning to create, sustain, and grow engagement.
You should also understand that content is more than blog posts and information on the company’s website. Content also comes in the form of social media posts, branded videos, infographics, and much more.
If your online community could use a bit of freshening up, take advantage of these six ways to create a community that remains interactive.
Consistent Communication
Like most relationships, communication is one of the keys to its success. A sporadic posting schedule means the audience is likely to miss the content. Or worse, if the posting schedule isn’t consistent, the audience is likely to become disengaged.
Audience members thrive on consistency; therefore, their engagement is far more likely to remain consistent if the brand’s posting schedule is consistent.
So, if the brand has been utilizing a Tip Tuesday or Team Member Monday-type of content, it’s best to ensure a consistent schedule is met. If for some reason there is a hiatus, be honest with the audience. This transparency will show that they matter to the brand. It will also keep them eager to see what is to come.
Seed Content
Seed content is typically content that involves questions or resources that the community members can benefit from reading or learning more information about. Not only is it informative, but it creates the opportunity for organic member-to-member engagement within the brand’s community.
For some brands, seed content is beneficial on a consistent basis, whereas other brands may find success in using the strategy during a lull or slower time of the year for the business.
Be sure to include ample background context or information with regards to the topic. The topics should be tailored to interest of the people consuming the content.
If the brand is a garden or nursery center, the use of seed content could be a fun play on words. For example, scheduling posts with helpful gardening tips or answers to frequently asked questions. The series could be known as Seed Content Saturday, for example.
This type of content works because it sparks engagement from and between community members. Perhaps the subject matter is something a member was not aware of, or had little understanding, this could cause a reaction from them as they have a “eureka!” moment. Thus, encouraging a conversation from other audience members.
Tips, Tricks, and Information
Whether you call it Tip Tuesday or something else, how to-focused content is a great way to engage the audience while providing necessary information. This can also help to put the brand in an authoritative, trustworthy position.
Brands and industries vary, so too will the tips. Like how to properly clean jewelry, how to change car oil, or any other number of items. Make sure these tips are not only informative but also engaging and urges the members to take action.
These tips can be a tremendous help to the audience, but it also opens the door for participation.
Depending on the content being shared, the corresponding action item can be anything from asking the audience to share their own experience(s) or encouraging them to submit a question of their own.
The content being shared is important, but so is keeping a predictable schedule. The community will appreciate the reliability that is created.
Team Highlight
We continually discuss the importance of working with someone who has a deep understanding of the field, take a moment to showcase your team and their experience while highlighting the brand.
This tactic can be used on a monthly basis, when a work anniversary is celebrated, a promotion, or has joined the team. It is a great way to but names to faces (or faces to names), encouraging a personal connection.
Speak Their Language
Although this can be taken quite literally, to use their spoken language, but what we mean is to use language or terminology that they understand. Industry or insider terms might be second nature to your and the staff, but it could be like a foreign language to the audience.
If these terms or phrases have to be used, it’s important to explain what it means. This helps to create a conversation while simultaneously educating the reader — further positioning the brand as an authoritative voice.
Work with a Group of Marketers
At the end of the day, what business owners or brand managers need is time to facilitate these strategies in addition to their other work or an expert on their side who can watch and engage with the community on your behalf.
By doing so, you know that the company’s messaging is getting out there in a way that makes sense for the brand and audience — while letting you focus on the job at hand.
To discover how we can put this strategy, and many others, to work for your brand, contact us today.
