Community Marketing: The New Growth Driver
David Spinks is the founder of the largest network of community professionals, CMX. In 2019 David sold CMX to Bevy.com and became their VP of community. His book, The Business of Belonging, is described as an "epic journey into the world of community building."
This episode discusses the drive towards using community as a marketing tool to grow businesses, including B2B and SaaS. Later in the episode, David answers questions from our own community.
The Episode in Its Full Glory ✨
✌🏼 Two Favorite Takeaways from the Episode:
1. Community participation is a powerful touch point in the buying journey.
Today we regard somebody looking at an ad as a compelling touch point. Or when a potential customer reads an article, downloads an ebook or signs up for a newsletter, we all count them as meaningful interactions with our brand.
But if we as a business cultivate a community and dozens or hundreds of people are regularly showing up, participating and engaging with our brand, product, content or events, that leaves a much more lasting impression and impact on the person.
When we bring people together and facilitate connections among like-minded people, that is a powerful bond we create. And when the time for a sale comes, then guess who'll they remember?
2. Give people in your community a path to contribute.
Everyone who's ever built a highly engaged audience, probably knows that you reach a point where people want to do more than just consume.
They get to the point where it's not enough to just follow your and listen, they want to get involved. They want to contribute. They want to be a part of what you're building.
And if you don't create the paths for them to be able to do that, you miss out on a really great opportunity. Give people in a group ownership and influence. They will feel a deep sense of belonging and community when they know they can impact people around them.
If done right, this army of people who are eager to contribute can haven an immense impact on your business.
Example: Duolingo 🦉
Almost all of the language courses on Duolingo’s platform are developed by the community. So because they did not have to create all these courses themselves they could scale to offer courses in 100s of languages (even some extinct ones!) within a few years.
On top of that, their community is running 2600 (!) events a month on average all over the world. If they'd have to do this themselves, they could maybe organize 10-20 per month max.
Instead they gave their community the tools to step up and create these learning pods themselves. Win-win.