Ok boss chicks, we all have a circle that we can trust with our best interests, right? This squad will uplift us when we’re down, or direct us when we’re lost. Some will support our endeavors and promote our activities, but that’s usually where it stops. This is one of the biggest mistakes that we, as business owners, tend to make. We elicit advice and support from the people that support us, rather than building a community with the people that authentically and consistently support our brand.
This is what we call community marketing. Community marketing is the act of rallying target audiences around the product or services that meet their demand. We strongly encourage our clients and mentees at Ladypreneur® Academy to include community in their business strategies. Why? We’ve seen examples of this time and time again with companies that understand the power of community.
For example, Fenty Beauty is a makeup line launched in 2017 by Robyn “Rihanna” Fenty. To launch, they collectively gathered the top beauty bloggers in the industry, invited them to private launch parties around the world, and sent them home to review the products for their “communities” on their social media channels. Without ads in traditional or nontraditional media outlets, Fenty Beauty flew off the shelves with over $75MM in sales within the first month! How’d they do it? By tapping into their #brandsquad.
Fenty leveraged the influencers that represented their target audiences to promote on its behalf. This is a smart move to communicate with the people with whom you’d like to connect, but there are a few things you should do before you get there:
- Identify your target – You don’t want everyone in your #brandsquad community. You only want those that want what you have to offer. The best way to identify these individuals is to recognize the need your product or service will meet, then find out which people have those needs.
- Find your brand voice – People love authenticity. In order to not sound salesy, you have to find the message that resonates with your target audience in a language that they understand.
- Know your movement – if you want repeat customers, you’re going to have to take your community somewhere. Rihanna focused on diversity and inclusion withinfoundation shades. Nike focused on social equality within sports. What will be your focus?
After you’ve identified your purpose, your voice and your community, include them! Be intentional about sharing helpful information, educating, and soliciting feedback. People want to follow a movement, and they’ll continue to move as you move if you make them feel a part. Know that your brand has value and someone needs what you have. As long as you’re able to effectively identify your #brandsquad, this community will follow you, promote you, and continue to support you as you grow.
For details on Community Marketing and other techniques to boost your business, check out Ladypreneur® Academy, home of your marketplace mentors. If you’d like to be a part of a mentorship community where together we learn, together we earn, and together we grow, you’d love Ladypreneur® Circle. Let’s grow together!