“It’s time to recognize the commercial value of community marketing, which is at the core of customer activation and engagement for small businesses.”
The Commercial Value of Community Marketing
- Save Costs
From a customer acquisition perspective, the cost of reaching customers within an online community is much lower than the cost of acquiring new customers. Therefore, it is important for enterprises, especially small ones, to build an active and healthy online community to save costs.
2.Increase Customer Lifetime Value
Build membership on your online communities. In terms of conversion, memebership means increasing average customer spend and repurchase, establishing good interactive relationship with customers, enhancing customer loyalty, and developing customer lifetime value.
3.Keep Customer Data
Online communities are the precise customer base for every business. Based on community marketing, enterprises can build a strong customer database. These databases can be used to analyze consumer preferences, behavior patterns, and so on, to provide a basis for marketing.
Community marketing allows companies to establish a deeper connection with users, which is conducive to giving customers a deeper understanding of the brand, while also using word-of-mouth publicity from members to enhance brand awareness.
4 Ways to Help Engage and Activate Your Customers
- Create customer tags and personas
To provide better services to customers, enterprises need to have in-depth understanding of them. Promoting baby products to teenagers is bound to be ineffective. Therefore, the creation of customer personas is a must.
Customer personas are basically reflected by a tagging system, and a huge number of tags can be established in both CRM and the now popular Social CRM. For example, in SocialEpoch WhatsApp CRM , you can tag each of the customers in your online community on WhatsApp.
With the persona based on such a tagging system, enterprises can deliver more content they need to customers to reduce unnecessary disturbances; communicate in the language customers are accustomed to, and bring them closer to the brand; they can also push the right content to customers at the right time according to different tags.
- Record Customer Journey, provide personalized service
By introducing Customer Journey, companies can record important information and key behavioral actions as customers are expressed. This will help companies to understand customers’ behavioral habits more clearly in the follow-up and provide personalized services according to their characteristics. Customer Journey is also a basic feature of CRM systems. Check more at SocialEpoch WhatsApp CRM .
- Multiple collaborators for one single customer
Most customers are often not served by a single person, and in such cases, internal collaboration is important.
Empowerment of frontline staff by enterprises: unified standard response scripts and introduction, to enhance the professionalism and efficiency of frontline staff services
Inter-team coordination: information synchronization required when multiple people follow up, separation inheritance when changing personnel
- Easy and fun interaction to activate and engage customers
For community marketing, every company has a million ways: membership points, coupons, gifts, giveaways, luck draw…..What we want to emphasize here is the form of interaction in the delivery of these activities.
Beautiful, high-quality images or H5 pages are obviously more attractive than text-only messages. And we can make these very easily with tools such as SocialEpoch Marketing Cloud.
Whether we are focusing on customer lifetime value or referral value, it is basically inseparable from personalized online community marketing. Get free trial of WhatsApp marketing tools at SocialEpoch.