Branded online communities can help reinforce customer relationships and reduce support costs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 09, 2020, 4:31 PM UTC

Companies should define purposes and build member profiles among others to create an online community.

Building online communities can help a company’s consumers interact with each other, discuss product improvements and problems. Brands can leverage online communities to collect consumer feedback, fix product problems and reduce support costs while building trust and increasing ROIs.

Brands should identify key members like community managers and marketing managers to work with community members. This piece suggests companies should have a purpose for their communities and select an appropriate platform like Facebook or brand websites to host communities.

Creating a member profile for online communities allows brands to know their ideal consumers and create consumer personas from target audiences. Marketers should align communities with the brand while using brand logos and colours. They should also consistently maintain brand voice and tones inside the community.

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