Here are some tips we’ve accumulated to help you strengthen your brand community:
Create meaningful content
Many organisations produce content solely for advertising purposes, but this often comes at the detriment of building a community. People tend to block out advertising material, or anything they deem to have too strong of a sales push. On the other hand, if your content is engaging, helpful and shows you really care about your product or service, your customers are far more likely to follow you, regularly interact with your material and even share it with their friends. If you’re unsure whether your content is adding value, simply ask: ‘If I were a customer, would I be truly interested in viewing this?’ If the answer is no, it’s probably time to reconsider the kind of material you’re producing.
Know your audience
We live in an era of personalisation. It’s essential to customise your communications to ensure individuals only see the information they’ll be interested in. If the option is available, why not tailor your message to specific individuals to ensure they get the most out of your communications? You can segment customers into groups that would benefit from a unique offering – for example, location, sector, purchase history, browsing habits or gender by reviewing the analytics data you already have about them. By feeling like your message has been tailored specifically to them, studies show that customers are much more likely to engage with you and become a part of your brand community.
Always be authentic
No longer do brands have to look authentic, but they also have to be authentic. Today’s socially conscious and tech-savvy consumers expect the brands they endorse to be honest, transparent, deliver on their promises and to remain true to their identities. They are far more likely to join brand communities that speak to human experiences, appear passionate about what they believe in and are willing to accept their faults. On the other hand, if these expectations aren’t met, criticism can spread like wildfire across social networks, devastating your credibility and making it near impossible to build a strong community. Remember, your credibility is one of your most valuable commodities, so use it wisely.
Cabrini: A case study in Aged Care
When it comes to Aged Care, having a strong brand community doesn’t just benefit sales, but can significantly enhance quality of life for elderly people, which makes this extra important. Last year, Cabrini Care approached Fish Tank Creative to develop a multi-channelled communications strategy. By focusing on open and nurturing communications, our approach enabled closer communication between families, residents and staff. Here are some of the features we introduced to help build a stronger brand community for Cabrini:
A brand awareness campaign
Fish Tank Creative engaged the local community with a campaign of beautifully designed newsletters, articles, photography, blogs and Facebook posts. Not only did these provide important information and updates about day to day happenings, but they also emphasised the warm spirit of Cabrini, offering a glimpse into moments of happiness, laughter and joy.
We introduced a host of new, interactive web features to better engage families and members of the community. These included:
- A monthly events calendar that updates in real time, helping keep families in the loop about activities during the month.
- The “message a resident” feature, which allows users to send a personalised message or greeting to any resident, helping make their day.
- An online booking channel, offering families the opportunity to book out the family dining space for special quality time with their loved one.
Information on the website and search engines has also been redeveloped for user-friendliness, ensuring the community has the best possible access to information.
As a result of this new approach, Cabrini says it now enjoys improved communication of important information and activities. But beyond this, the changes have also led to a more vibrant, open and engaged community, helping bring residents, staff and families closer than ever before.
Need help building a stronger brand community? Merryn Bourne Creative can work closely with your unique brand to develop an integrated marketing communication strategy. For more information, contact us today.