The Key To Loyal Customers
Humans have a natural desire to belong. We want to be part of something bigger than ourselves. It could be a fitness group, a religious community, or even a fan club. For businesses, creating a sense of belonging around products and services can drive growth and boost marketing. When people feel part of a community built around your brand, they become passionate advocates, helping spread the word.
In my experience in the addiction recovery space, community was key. I worked with an organization providing resources and programs for people impacted by addiction—a sector where creating community could have seemed difficult. But we found that “word of mouth” was our primary lead source. While this type of marketing is valuable, relying solely on others to spread the word is too passive. Hoping customers will recommend your product is not a sustainable plan.
So, in a quarterly executive meeting, we set a goal: to create raving fans who would naturally and enthusiastically spread the word. The idea was to nurture such a strong connection that people would want to share our message with others. This approach can work for any business, but how can you create this kind of passionate community?
Step 1: Build Community Through Connection
The first step is connecting with customers by following a well-thought-out marketing strategy. If you clearly communicate your product’s value (step 1), create lead generators to pull in potential customers (step 2), and build ongoing relationships with emails (step 3), you’ll start forming a community. Authors like James Clear, who wrote Atomic Habits, are great examples. Clear nurtures his audience through a weekly newsletter where he shares his insights, even after they’ve read his book. This keeps his readers engaged, builds trust, and encourages them to share his ideas with others—fostering a connected community.
In your business, nurturing relationships with both new and existing customers through helpful content can create the same kind of following. People like to feel valued and informed, and if your content resonates, they’ll likely talk about it, broadening your reach.
Step 2: Choose Platforms to Build Community
Once you’ve established a connection with your audience, it’s time to broaden that community by choosing platforms that facilitate interaction. Early in my career, we launched a podcast aimed at supporting current clients. Over time, we noticed the podcast was bringing in new listeners, many of whom were unfamiliar with our organization. Platforms like YouTube, TikTok, or Facebook groups work similarly, creating accessible spaces for people to engage with your brand.
Regular content creation can seem intimidating, but the beauty of a structured marketing plan is that you can repurpose existing content. For example, if you’ve already created a series of nurture emails for your clients, pull snippets from these to use in a short video or blog post. Say you sell cat food: a simple “3 Things to Look for in Quality Cat Food” video could resonate with an online audience, creating a bond with cat owners. A weekly podcast for cat lovers could discuss the joys and challenges of caring for a pet, positioning your product organically. This approach doesn’t just reach new potential customers—it creates a sense of belonging in a shared experience.
Step 3: Consistently Provide Value
Community-building content doesn’t always need to push for a sale. In the 7 years I hosted our podcast, we never charged listeners. It was always free, intended to help anyone who wanted to listen. Over time, we started receiving requests for sponsorships and ad placements, increasing revenue, and gaining donors. The podcast not only built trust with listeners, but also created an entirely new marketing platform for our business.
Consistent, valuable content builds long-term connections with your audience. Whether it’s a blog, a video series, or a social media presence, creating a space for people to interact with your brand and with each other builds loyalty. That loyalty can convert into sales, donations, and recommendations, which strengthens your community further.
The Power of Community in Marketing
Creating a community around your brand brings long-term benefits. By providing consistent, valuable content that people can relate to, you foster a sense of belonging that goes beyond a single purchase. This sense of connection inspires customers to become advocates, sharing your brand with their own communities and growing your reach organically.
In a digital world where consumers have endless choices, building a community helps you stand out by establishing trust and loyalty. By following these steps, you’ll not only create raving fans but also build a solid foundation for a sustainable, engaged customer base.