Why You Need Community Marketing To Be More Memorable For Your Clients

The importance of community marketing should be intuitive. After all, networks of friends and family are what most people plug into when making purchasing decisions. However, digging deeper into this topic, there are several important aspects to consider.

Measure Brand Perception While Community Marketing

If you are going to get people to organically promote your product, they need to be passionate about your brand.

Maybe you are aiming to build a community around your brand. Or maybe you are selling your product to a community that has already formed around a common interest. Whichever the case, it is important to measure the level of brand passion (a.k.a. brand perception) while growing and engaging community.

The measurements of perception will allow you to maximize what return on investment you receive for your efforts.

In this Forbes article, Lara Lee, chief architect of the internationally successful Harley Owner’s Group (HOG), recommends that three metrics be measured: loyalty, authenticity, and innovation.

Brand loyalists will defend the brand in their local communities. Authentic brand community members will also be honest about the value of the product. They can be depended on for valuable feedback in your iterative improvement process. Community members are also important for helping a brand innovate when necessary. Lee emphasizes the importance of a community to help improve a brand, and, in turn, for the brand to be supported and used by the community members.

Originally published at https://backstoryfirst.com on October 17, 2016.