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I’ve been part of some good online communities and some that are truly, honestly, just a waste of time. Sometimes it’s about size. The larger an online community gets, perhaps the more likely people post things that don’t add value. But past negative experiences aside, creating an online community can drive real brand results when done correctly! And some brand communities – like the Marketing AI Institute’s Slack Channel – have really helped me grow professionally. What makes a good online community might be personal, but certain aspects probably apply across the board.
And launching one isn’t easy. It takes time, strategy, and persistence. So, let’s perhaps make the process a bit easier and look at what actually needs to be done.
I chatted with Stacey Lauren, founder of Do The Thing Collaboration, and Tyler Stambaugh of Magnetiq about the topic on “The Business Storytelling Show.” Both have in-depth expertise in building online communities. On the podcast, they outlined their step-by-step process for doing it right.
Let’s start by addressing the fundamental question: What makes a good online community, and how can you create one that truly serves your audience?
Start with purpose
Every thriving online community needs a clear purpose. This shared goal brings people together and keeps them coming back.
“It’s having something that has this shared purpose of why you’re even there, and why do you care about it in the first place,” Stacey said.
When you start your community, think about why it exists. Ask some key questions. What do you want to achieve? How will members benefit from joining? How does the community fit with your bigger goals? Answering these questions helps build a strong foundation. This foundation allows your community to grow and thrive.
Tyler emphasizes the importance of strategy.
“The next step is, and this is the step that most people skip because they just hire a community manager and they’re like, make a community for me, is you really have to put together a strategy. And that strategy has to be, what do I want to get out of this? What type of value do I want people that come in to get out of it?”
Identify the ideal community members
It’s crucial to understand who we are building it for. Start by analyzing existing customers and fans. Look beyond surface demographics to understand what unites true super fans psychologically and emotionally. Understand and create the community member persona – perhaps with the help of AI.
Ask:
- What core beliefs and values do they share?
- What are their ambitions and pain points?
- What types of conversations get them fired up?
Getting clear on the ideal community member will help craft messages and experiences that resonate with them.
Start small, think big
Many people think a successful community needs thousands of members. This isn’t always true. Stacey suggests starting smaller.
“Don’t look at it like you need to get thousands of people or millions of people,” she said. “Instead, start with 100.”
This “Power of 100” idea is important for several reasons. A smaller group is easier to manage. You can engage with members more effectively. Smaller groups often lead to deeper connections between members. The first 100 members help set the tone and culture of the community. Success is about having the most engaged and valuable community for members. Quality matters more than quantity when building a strong online community.
Read next: Are LinkedIn and Facebook groups for business worth the effort?
Create a safe and supportive environment
A good online community is a safe place. Members should feel comfortable expressing themselves. They should also feel supported by others. Stacey uses an approach that fosters this environment. She says it “helps people be vulnerable, and feel safe and supported in the space that you’re creating.”
To build this kind of environment, set clear rules. These rules should promote respect among members. Consider making your community private.
Create opportunities for members to help each other. When people support one another, it strengthens the community. Members feel safer when they’re in a supportive environment. This safety encourages them to be themselves. Authenticity leads to lasting connections between people.
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Design an irresistible welcome experience
First impressions last. That makes the signup and onboarding flow critical to hook new members so they come back.
Start with a compelling invitation that speaks to the value the community delivers – free premium access, networking opportunities, early tips, etc. Make joining as frictionless as possible.
“One of the best practices for these online communities is to create an actual onboarding flow, where you’re literally funneling someone in, giving them a welcome message, and immediately presenting them with the rules,” explained Tyler. “And then if you want to be successful, you want to start to give them a preview, high level of the type of things that they can do and start to direct them towards it.”
Wow newcomers right off the bat. Have an announcement channel that builds excitement. Feature members discussing hot topics. Share quick community wins. And make the navigation intuitive while still highlighting areas that are not to be missed.
Appoint Welcoming Committee members to look out for new people. Have them reach out with public greetings as well as private messages introducing themselves. Instant connections get people to stick around to see what the buzz is about.
Keep the conversation flowing
A lively online community has lots of activity. Members interact with each other often. To keep members engaged, try different strategies. Post weekly questions or discussion topics. These can get people talking. Organize community challenges that align with your shared goals. Use live streaming or webinars for real-time interaction. These events bring people together in the moment.
Encourage members to share their own stories. Let them talk about their achievements. Highlight active members or interesting discussions. This shows appreciation and inspires others to join in. Stacey notes the importance of facilitating connections.
“It’s no longer about me,” she said. “It’s about me helping facilitate these conversations where the people become friends.”
Aim for engagement that feels natural, not forced. People respond better when interactions don’t seem planned or artificial. Let conversations develop organically when possible. This approach creates a more authentic community experience.
Help members see the opportunities to both give and receive from their participation. Have experts generously share advice on common problems other members face. Frame questions that are likely to tap members’ varied expertise gained professionally and from their unique life experiences.
Choose the right platform
Picking the right platform for your online community is crucial. It affects how members interact. Think about where your target audience spends time online. Look at what tools each platform offers. You need tools for moderation, engagement, and tracking.
Consider how much control you have over the community’s look and function. Check if the platform works with your existing tools. Make sure it protects your members’ data and conversations. Privacy is important in building trust with your members.
Also, assess whether the platform’s culture and unwritten rules match that of your fans. For example, Discord’s gamer influences might not resonate with executives.
Provide value beyond conversation
Interaction is important in a community. Providing valuable content is also crucial. This content keeps members engaged even when they’re not actively chatting. Create tutorials or guides related to your community’s focus. These resources help members learn and grow.
Consider bringing in guest speakers or experts for special sessions. Their knowledge can benefit the whole community. Showcase the achievements of community members. This recognizes their efforts and inspires others. Share relevant articles, videos, or podcasts that would interest your members. This keeps the community informed and engaged.
Offering valuable content regularly gives people a reason to return to the community. They come back even when they’re not actively chatting with others. This consistent value keeps your community active and thriving. It creates a sense of ongoing benefit for members.
The heart of a good online community
Launching an online community enables direct access to fans craving meaningful connections with a brand. But be strategic from the start and craft experiences catered specifically to who they are. Invest in active moderation and community management as you would any other critical marketing channel.
Stay laser-focused on continually adding value for members based on their needs. Ultimately, that sense of shared purpose and the relationships nurtured between members determines if a community thrives or fades away. Prioritize quality conversations and make sure that outside-looking-in vanity metrics like member numbers will organically take care of themselves.
Remember that a good online community brings people together in meaningful ways. Stacey sums it up well. She says it’s about “helping facilitate these conversations where people become friends.” In our digital world, these connections are incredibly valuable. They provide support, inspiration, and a sense of belonging. A good online community creates a space where these connections can flourish and grow.
