Let's say you’ve got a fantastic product, a killer logo and even your mom thinks your website is “just the cutest.” But now, you’re staring at your customer list and it’s looking a bit… lonely. Fear not, because today we’re diving into the magical world of community building.
Step 1: Find Your Tribe
First things first: you need to find your tribe. Who are the people that get excited about your product? (And no, “everyone” is not an acceptable answer, unless you’re selling chocolate, puppies, or Wi-Fi.) Narrow it down. Are your ideal customers fitness fanatics, busy parents, or perhaps over-caffeinated tech nerds? Once you’ve pinpointed your target audience, go where they hang out. That could mean local meetups, online forums, or even your aunt’s book club (you never know).
Step 2: Get Social, Baby
Social media is your new best friend. Seriously, if you’re not on social media yet, it’s time to crawl out from under that rock and join the rest of us in the 21st century. Create profiles on platforms where your target audience spends their time. Instagram for the visual folks, LinkedIn for the professionals, and TikTok for anyone who can pull off synchronized dance moves. Post regularly, but keep it real. Nobody wants to see a feed full of “Buy my product!” posts. Share behind-the-scenes glimpses of your business, funny memes, and even the occasional dog video (because who doesn’t love a good dog video?).
Step 3: Host Events (Yes, Even Virtual Ones)
Events are a fantastic way to bring people together and build a sense of community. If the thought of hosting an event makes you break out in hives, don’t worry. Start small. Think webinars, Instagram Live sessions, or virtual happy hours. (Pro tip: People are about 73% more likely to attend if you promise snacks, even if they have to bring their own.) And the prospect of prizes will definitely pique their interest. Make your events fun and interactive. Play games, run contests, or have a Q&A session. The goal is to get people talking—not just to you, but to each other.
Step 4: Create Killer Content
Content is king, queen, and probably the whole royal court when it comes to building a community. Create blog posts, videos, podcasts, or whatever medium floats your boat. Just make sure it’s valuable and engaging. No one wants to read a blog post titled “10 Reasons My Product is the Best.” (Yawn.) Instead, offer tips, share success stories, or solve common problems your audience faces.
Step 5: Show Some Love
Your community members are your business’s best friends, so treat them like VIPs. Respond to comments, thank them for their support, and occasionally surprise them with a little something special. (Hint: People love freebies. They just do.) Create a loyalty program, offer exclusive discounts, or send handwritten thank-you notes. (Yes, with an actual pen and paper. It’s retro, but it works.) When people feel appreciated, they’re more likely to stick around and spread the word about your awesomeness.
Step 6: Listen and Learn
Building a community isn’t a one-and-done deal. It takes time, effort and a willingness to adapt. Pay attention to what your community is saying. Are they loving your new product or grumbling about a problem? Use their feedback to improve and show them that their opinions matter.
Summary
Creating a community for your small business is like hosting a never-ending party with your favorite people. It’s about bringing together a group of like-minded folks, making them feel special and having a whole lot of fun along the way. So, get out there, be yourself and start building those business BFFs.
Three Additional Tips for Creating a Community
Collaborate with Influencers: Find influencers who align with your brand values and audience. Collaborate on projects, giveaways or content. Their authentic endorsement can introduce your business to a wider audience and add a touch of credibility.
Start a Newsletter: Keep your community in the loop with a regular newsletter, sharing updates, exclusive offers and behind-the-scenes content. Make it personal and engaging, like a letter from a friend, not a sales pitch.
Create a Facebook Group: Facebook groups are a great way to foster interaction among your community members. Create a group where they can share ideas, ask questions and support each other. Be active in the group - it’s all about building connections!
Louis “The Laser Guy” Silberman is CEO/Founder of National Laser Institute, a cosmetic laser and medical esthetic training institute. He is the owner of medical spas in Scottsdale, Arizona, Dallas, Texas, and Oakbrook, Illinois, and a nationally recognized author and motivational marketing speaker. Silberman created the 6th most visited online health site and was a semi-finalist for the Ernst and Young Entrepreneur of the Year Award 2014. Most recently, he created “Louology, the science behind crushing it in aesthetics, in beauty and in life,” designed to help aesthetics and beauty pros stay connected and build thriving practices. He can be contacted at [email protected] and followed on Instagram @ louisthelaserguy.
