A University of Michigan study found that customers spend 19 percent more after joining a company’s online community. Here's how to build yours.
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A University of Michigan study found that customers spend 19 percent more after joining a company’s online community. That seemed pretty impressive to me, so I reached out to Joanna Novelo, founder of1. Unite over a common purpose Your community exists because you are all there to solve a problem as a collective, and those members chose you to lead the way with your knowledge and expertise. These members are craving a space where they can be around others who understand the journey they’re on. Once you unite everyone in this common purpose, conversation and engagement will flow with ease. Your community members can be at various stages of the customer lifecycle.
Community is a powerful tool because you get the luxury of holding a longer conversation about your product or service. Let’s take clothespins as an example. A commercial can show you a 30-second video of how someone uses clothespins to hang up clothes, and why you should choose them over their competitors.
Remember that they bought into you and your business, not your product or service . Your community is there for the long term, even if you pivot in life and business.
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