2. Create a system where the customer base holds each other accountable
Andrew James founded Oasis, which helps businesses scale their marketing by connecting them with commission-based affiliates. James says that by building a community, they can better secure results for their customers. “We put such a big emphasis on building solid communities inside of our product because we found that if someone is going to get results, most of the time, they need support. In our case, we have courses, which is the info they need to get results. The question is, ‘Why doesn’t everyone get results if everyone has access to the same information?'” The answer is simple. “Most people don’t execute,” James added. “Maybe they’re scared or don’t have a support system. So, we shifted our focus to building supportive communities.”
If your product educates or encourages your clients to do something, having accountability built into your community is great. Ask customers to share their progress or tips. James said right after they shifted focus, the results his customers saw from the products “sky-rocketed because people were going through using the product and staying engaged and focused.
How you get great customers to stick around matters. In addition to letting the community foster itself through discussion and sharing resources and tips, consider how you can offer educational content of your own. According to smile.io, fitness apparel company GymShark does this via its blog.
“With articles loaded with tips, tutorials, and exercises, their blog is jam-packed full of health and fitness-related information that has positioned them as their members’ go-to source for anything health and fitness related,” said author Tim Peckover. “This makes it easy for customers to decide to purchase their products to strengthen their connection with the fitness community.”
Especially if you do any content marketing, consider how it can feed back to a centralized place where your customers, not just your prospects, can get information. If the conversation lulls, a new piece of educational content (via an article, video, podcast, or whatever you prefer) can bring customers back to the community.
MCommunity is a powerful tool to ensure you’re keeping in touch with your customer base. Any online platforms can help you get a head start on this community — a Facebook group, a newsletter, Patreon, or a hosted forum on your website. This is how one-time customers turn to lifelong customers, and new prospects can feel like they’re part of something bigger when they stumble across your company for the first time.’