Firstly let's mention why creating communities is so important. Creating a community around your brand fosters consumer trust, generates growth and builds long term relationships with customers. In marketing terms, creating communities is essential in developing groups of people who want to hear from you and receive news on your latest products and services. It ensures you are marketing to the relevant people and your efforts are targeted. Growing your community not only increases your sales and marketing databases but depending on the platform and how your community agrees to let you use their data, it can increase revenue streams through sponsorship and affiliate marketing. Building a community allows you to gain honest opinions on the content, products and services you are delivering. Being able to view comments and conversations your audiences are having on newsfeeds gives real insights into what your community thinks about you and your business.

To create successful communities events need to make the most of creating virtual/ online communities. Where does everyone go to get information now? Online. Where do people go to share their opinion on content? Online. People who surround themselves in online groups, communities and discussions are more commercially aware and in the know on what's trending and what's not. It is therefore important to utilise technology and create spaces and platforms for people to join to share their opinions.

Why should people join your communities? What are they getting?

Before trying to create your communities you need to establish why you are doing it, what you want to achieve out of having a community and what you are going to give your audience.

Are you providing a space for your audience to network? Are you providing a platform for your audience to share opinions and advice on trends within their industry? Are you providing a platform for them to debate hot topics within their industry? Are you using the platform to share your industry news? Are you using the platform to provide your audience with valuable content? Do you intend to use the platform to run promotions and offers?

Plan out what you intend to use the platform for and perhaps separate your individual community goals into separate events to encourage quality conversation around specific topics.

Valuable content

Ensure the content you share is either going to be educational, insightful or entertaining. Most likely people are joining your community to be educated and learn something or to be the first to receive news and offers on your events.

Host online panels and private discussions

Hosting panels and private discussions is a great way to get exposure, it also lets your audience connect and network with fellow professionals. Having a mixture of private discussions and open seminars makes for a great mix to connect with your audiences. Many seek private discussions where they can gain advice, talk strategies, share their experiences and network with others. People like the feeling of being part of an exclusive club but also like the accessibility and educational benefits of an open seminar.

Create events and groups on social media

Utilise LinkedIn events and Facebook groups. It's easy to invite people to join and for people to find you. Once you've created your group which will be your hub for your community, you can then create events inviting people to join your private discussions and open seminars. This is a great way to keep the discussion flowing after the event. This is where you see what's trending and what people think about your work. It also ensures you maintain consumer engagement with your brand all year round.

Embrace Event Management software

You can also go one step further and host discussions on event management platforms. The benefits of using paid software over free platforms is that you get data and analytics on audience habits and behaviours that free models can't provide. Virtual venues/ rooms allow you to build a global community and connect with people around the world. A virtual event platform with powerful networking capabilities encourages more participation and can provide additional revenue streams for you such as sponsorship opportunities. Virtual venues can also provide additional spaces after the discussion where participants can continue to network and have conversation.

Email attendees and sponsors after the event

Thanking your attendees and sponsors for attending the event and inviting them to join further discussions will grow your community. They’ll want to know where they need to go to access future content but also continue the discussion and share their opinions on the event. People that are part of communities want to feel like they belong and are part of something bigger. They want to feel like their voice is heard and making a difference but also that they can learn from others.

Providing useful and educational content, hosting sessions and seminars and inviting people to join communities on easily accessible platforms will ultimately grow your community. Growing your community will ultimately increase your marketing database, increase quality leads, increase your brand awareness, establish consumer loyalty and grow your revenues.

Claire Singleton

Marketing Manager

Evessio

Claire is the Marketing Manager at Evessio, an industry-leading event management platform for awards, conferences and exhibitions. Claire has years of experience and specialises in marketing event software, marketing events and sponsorship. Claire has a proven track record of re-branding events and implementing strategies that doubled event participation. Claire made events that were breaking even or losing money highly profitable by increasing event participation and securing sponsorship from global brands.