1️⃣ Involve your customers in your content
We’re talking about building a community here, right? Well, what better way to do that than get your customers involved in your content.
Take a tip from Kevin:
“I love seeing brands who make space for interactive content on social media or incorporate UGC and testimonials into written content in a way that feels natural. One of our main ways to do this is by featuring our brand ambassadors in a weekly newsletter, article, and on social media. Make them feel special and a part of your community!”
2️⃣ Learn what channels drive the best ROI, and double down
Just because TikTok is all the rage, doesn’t mean it’s the right platform for your brand. If your audience isn’t using a specific channel, your efforts in building a community there won’t show great results.
Some brands do better with written content, and others with video. Spend time testing each channel and content format to see what drives the best ROI.
Look at the traffic to your site and where it’s coming from to understand your audience, your conversions per channel, and the engagement rate from content per channel. This will give you a good idea of which channels to prioritise. ✅
3️⃣ Make sure there’s consistency across all channels
When customers watch more than one video, it should feel like a similar experience where the tone, values, and vibe are the same. This should be the same from channel-to-channel too.
Customers will rely on you for entertainment or expertise when you're consistent in your execution.
“By creating complementary content that educates your readers, you’re increasing your importance and authenticity in their lives and establishing yourself as an authority,” said Kevin.
This includes live shopping moments, live or pre-recorded Q&As or AMAs, and even sharing video content in email newsletters and themed campaigns.
4️⃣ Keep creating and keep sharing
Sharing one blog post or one video every three months isn’t going to cut it. If you’re going to invest in content, invest properly.
Create a calendar, and stick to it. If you need time to think of ideas, plan a calendar around events like holidays or sales, and create the content for it ahead of time when you’re in a slow period. That way, you’ll have tons of content ready to go.
According to Kevin, “Even if community-building isn’t a main goal for the brand, investing in original content can help your customers understand why your product is greater than everyone else’s.”
5️⃣ Let your brand voice evolve
We mentioned consistency is essential, but that doesn’t mean your voice can’t change as your brand grows. As Kevin suggests, your brand voice may evolve—and you should let it.
“Remember that your brand voice may evolve over time, and that’s ok. Leave room in your content strategy for refreshing old content later—your SEO team will thank you!”
As you grow your revenue and audience, you’ll discover new, better ways to engage with your potential customers. Also, technology and society trends are constantly changing, and it’s helpful to adapt with these changes to stay relevant.
Establish yourself as an authority in your niche and keep growing as you learn more about your customers.
