Community engagement is a long-term model which doesn’t necessarily generate tangible return-on-investment but moulds your customers into ones that will return to purchase your products or services time-and-time again.
As an effective means of building a loyal audience, community engagement campaigns play on an audience’s personality traits and passions to create a community of like-minded individuals with shared interests. It builds loyalty amongst an audience not by selling to them, but by meeting their needs and whetting their appetite.
Build your community through the Niftyverse
Many of the elite sports clubs have mastered community engagement. A classic method of doing this is creating forums for fans. There’s a finite amount of matches they can purchase tickets for, but their interest in the given sport is such that there’s an opportunity outside.
Ultimately though, fans want access. That’s why we created the Niftyverse, to symbiotically offer access, amplify the fan experience and unlock new revenue streams.
Community engagement: How does it work?
Community engagement is about fostering a relationship that is mutually beneficial for yourself and your target audience. In the case of sport teams, the relationship is not even directly involve your organisation, but fostering relationships between those in your target audience to your benefit.
If you’re building a community from scratch, however, it will likely initially involve a lot of one-on-one interactions with your audience. This could seem like a laborious task, but one which will pay dividends in the long run by developing a returning audience and improving marketing efficiency. It’s what it says on the tin – engaging with the community.
Creating an engaged community can also be a useful way of understanding what you need to change about your business, product or service in order to grow. It provides a source of qualitative feedback that things like reporting dashboards in Facebook ads might not teach you. After all, as an engaged community, they want you to be the best you can be, too, so that they can enjoy it as much as possible.