Since Time magazine named “You” the 2006 Person of the Year, small businesses might want to take a deep breath and look at some ways to participate. And by the way grow their businesses. It’s all about the collaboration on the so-called Web 2.0 by, well, anyone and everyone who wants to participate.
Time says in part “…It’s a story about community and collaboration on a scale never seen before. It’s about the cosmic compendium of knowledge Wikipedia and the million-channel people’s network YouTube and the online metropolis MySpace. It’s about the many wresting power from the few and helping one another for nothing and how that will not only change the world, but also change the way the world changes.”
So in the spirit of how your company can jump on the Web 2.0 bandwagon—I say, build an online community. Online communities are not just for the Microsoft or Adobe expert geeks (developers) anymore. Online communities are an effective way to increase collaboration with your current and future customers.
Here are five reasons you should build an online customer community.
1. Build your brand
2. Increase loyalty
3. Listen harder
4. Identify your evangelists and partner with them
5. Increase word of mouth marketing
Build your brand
Building and enhancing your brand is a never-ending job. Traditional advertising, etc. is not enough. Creating and hosting an online customer community gives you another opportunity to improve your customers’ experience. You will stand out from your competition by demonstrating your willingness to engage in a two-way dialogue (real conversation) with your customers. And your partners, suppliers—even your detractors. Be the first in your industry space to host an open, authentic community that provides value to its members—your customers and future customers.
Increase loyalty
An online community can drive customer satisfaction, retention and revenue. By hosting the community, you enhance your position as a thought-leader. Establishing a community speaks volumes to your existing customers about your openness and willingness to share and facilitate connections amongst their peers.
Listen harder
Customers are in charge more than ever before. They’ll appreciate you giving them an opportunity to voice their opinions and contribute. Understand what your customers and prospects are saying. Online communities give your busy customers an easy tool to communicate, educate and influence both your company and each other. It’s a win-win. Your team will uncover faster, fresher, (almost free) customer research.
Identify your evangelists and partner with them
Your company can’t really control what’s being said about you. But you can make it easier for your evangelists to find others and spread the word about their positive experiences with your products or services.
Increase word of mouth marketing
Customers are talking about your company. And word of mouth is a cost-effective marketing method. If you enlist your evangelist fans to help extend your marketing programs, you could save time and expense. Countless surveys show that buyers trust “someone like me” when making choices. Make sure the raving fans of your company have a forum to spread the word about how your products help improve their jobs and their lives.
Next, I’ll share information about companies (beyond the Adobes) that are building online communities. Does anyone have online community experiences to share?
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