The SEO is alive, it is changing and constantly evolving. Every day the organic search engine positioning changes and, in fact, have nothing to do with the techniques that were made in the first decade of the 2000s with those currently performed. Online marketing companies have had to evolve to keep pace with the SEO and thus we could ensure the survival and services incorporating new tools and leaving others who had been useful but now no longer useless.
In this evolution of positioning, social networks and online communities play a very important role. It is not an alternative but a complementary service included within an overall marketing strategy 360.
“Building community is a necessary component for growth means building a better business.”
Build an online community that revolves around a business project it has many advantages but then we leave that we consider most important:
It will add value to your business: When an online community is built, have the obligation to take other actions to provide better service to your customers: generating content and quality resources, improvement of products or services … These actions add value to your business and attract new users and community supporters.
It will help to note: If you are committed to building a community, you will enter into a process of self-discovery. Sometimes it can even be uncomfortable, but it will help you better understand your company’s strengths and empower them to stand out from your competition.
You’ll get results: In building a community, there is a great effort. It is not only contained in a blog post, or be present in social networks because the competition does. Having a marketing strategy 360 forces you to clearly identify your business objectives and direct your efforts to get them.
You will focus on the objectives: Building an online community is the integration of all available tools in marketing to achieve one or more objectives. These tools are SEO, content marketing, marketing on social networks, email marketing … and will only be effective within a common strategy among them.
7 steps to build an online community
Given these advantages now we see the importance of the online community to a company. Therefore, we have prepared this article with the steps to build an effective online community around your business.
If you start from scratch or if you are to grow an existing one, you can use these steps to get your community. These steps may vary depending on the order size of the company or of different objectives that may appear, but using it as a reference can adapt it to your needs.
#1. Define your business objectives
Before giving eating whole process, it is important to define your goals. It is overall objectives of the company, not only SEO or social networks. As we have said it is a strategy 360.
At this point, it does not make a list of goals. To set these goals is important to know what’s unique about your company, creating a unique selling proposition. To do this, you must make an analysis of the competition in which you analyze what difference, what actions carried out, do they get them, what can you do …
“The unique selling proposition makes the difference of a business in the market and face competition: Vertebra all its growth.”
What do you build? What is your vision for the company? Think short and long term. You can set a distant goal and set points of the process that must get to achieve it: big changes, events, product launches … It will help to start defining goals.
#2. Select the equipment you need
Equipment selection can be one of the main obstacles that can appear in the construction of a community. To find the best team to create and consolidate an online community follow these quick tips:
Includes all features: Building community is no joke. There is much work to be done and many holes to be filled. If you work with an external marketing agency you will not have to worry about it but you should be present throughout the process. If you’re going to manage it internally, you’ll have to choose each of the actors involved in this process (community manager, designer, editor, SEO specialist, analyst …).
Select Staff: Not all companies have the luxury of bringing to an outside agency or hiring more people; but if you want these efforts to succeed, you must have a dedicated team of committed and passionate people.
Work as a team: All members must work as one, work together constantly. They will play an integral role in business transformation so this aspect is fundamental.
#3. Develop your strategy
This strategy is one that you really will achieve your goals.
A good strategy will help you divide these great goals and translate them into concrete actions that can work independently. You must think about the what, when and how.
The campaigns will be the units you must take to fulfill the main goal. What you’ll need to achieve your goals? Everything from its tangible assets, such as blogs, videos, and infographics; to seminars and events such as fairs, conferences, lectures and meetings.
Once you know what you want to find out how long you will take to develop each of the campaigns. Create an implementation schedule that shows how to coordinate teams will be useful for the development of each of the actions in a flexible and effective.
The plan how to do what must be done and all efforts translate into success. The most important thing is to maintain the commitment and be responsible with the tasks to be performed, not to mention the analysis of the results and objectives to not deviate from the path.
#4. Create valuable content
The community is based on the value in what they can get from us. It can be a tangible value in the form of articles, videos, ebooks or tools; or intangible as a quality, a virtue or a new perspective.
The value that focuses on the customer and their experience is what draws people to a business, a brand, and a community. The real challenge is to listen to customers, observe their needs.
“Generate studies, computer graphics, and videos; resources that generate an attractive and full experience of value to make it worthwhile to consult it. ”
It is positive that the content that is generated can indirectly promote any of the services of the company and generate trust, credibility and foster relationships with customers.
This content must take into account two important aspects:
Your content should be about the customer, not about you. Find out how you can help them and focus on their needs.
Do not forget the positioning, a key part in building the community. You have to offer something better than what already exists for that Google gives you greater value and get more traffic.
# 5. Share your content
Share this content is important, but so is the form of share for community building and business.
If we share content from other companies, blogs or websites, many times we just make a retweet or give the likes. By sharing content, you have to explain why that content is useful. Besides learning, we give more value to the reader and encourage you to check in content.
When we share is own content must highlight the most. It is the content that will make the community grow well worth emphasizing it. No matter how good the content without a good spread, hardly they reach readers.
Remember that you have to maintain customer focus and try what works best for your community. Thanks to social networks as tools of loyalty we can accelerate the growth of the online community through social profiles.
# 6. Creates and fosters growth
Construction and building community are synonymous with the construction and growth of the company. You have to work at it constantly.
We leave some actions that can be performed, but there are many more and I sure will happen a few:
Participates. Remember that you and the whole team are also members of the community. It is important that you enter and participate actively.
Personal contact and relationships with people in person are important for creating a stronger and more integrated community. Personal ties are stronger than the online links and, therefore, it is always advisable to organize meetings, attend lectures … both with clients and with other industry influencers.
It shows appreciation. In a community, every member is a person and we all like to show we appreciate, value us and thank us. There are many ways to show appreciation for the community and is in line with the previous point: to foster personal ties.
# 7. Measures and analyzes
This is one of the most important aspects, even if it is the last point. In fact, the whole strategy should be conditional upon the results obtained in this last point.
The measurement and analysis are an ongoing process in building the community. Throughout the development of the strategy, the analyst needs testing, measurement, analysis, adjustments, repetition. And then, we must communicate these data to the machine and / or client.
Ariana is a regular guest contributor, editor, and blogger, for Digital Marketing Tutorial, which is committed to formulating a digital marketing strategy that suits your digital marketing career, needs, and requirements.