Community rocks! While building an audience amplifies your own voice, building community engages and amplifies each other. But building community is particularly difficult if you are a Marketing Team of One. It is time-consuming, hard to show ROI, and difficult to find the right tools. This issue is focused on helping you build a community.
I'm a Tech Marketing and Content Consultant helping B2B startups and small businesses translate their goals into achievable and scalable marketing and content strategies.
Twitter: @EmmaMoly Website: https://immerj.io/
Rooibos tea - especially with vanilla.
Helping to launch a fab marketplace startup called Invigorate, and managing all of the marketing and content plans that went into this, including a really interesting report we did on Diversity and Inclusion which you can download from here.
Believe by Cher :)
How to get started with content.
Cat - independent and clever!
Emma is a great member of the Scrappy community and has been active in building a marketing no-code community. Thank you for sharing!
Would you like to be featured in the Scrappy Reader Spotlight? Let me know!
Circle.so is a platform for managing your community under your own brand. It brings together discussions, memberships, and content.
You can curate community activity into an email newsletter to keep your members up to date and engaged.
There is a web app and an iOS app, but there is not an android app - yet!
Find insights about your community by identifying influencers with Twitter advanced search and then listening to ongoing conversations using Get the Audience.
If you already know the Twitter handles of your community influencers, you can skip to Step 3.
Using Twitter's advanced search options, search for keywords that would identify people in your community.
Filter by high engagement using minimum replies, likes, and retweets.
Look for recent tweets using the date filter.
Example: Exact phrase "Marketing Team of One" with at least 10 replies since January 1, 2021.
From the search results, identify the Twitter handles of the people who are getting high engagement with your community in both the original tweets and the replies to the tweets.
Use Get the Audience (free trial) to learn about the topics being discussed by your community.
Create an audience starting with the twitter handle of an influencer in your community. You'll see the tweets, frequently used words, other people in the conversation, and popular posting times.
Narrow down the conversations by clicking on one of the words in the word cloud. You can now read the conversations happening around that topic.
You can create more refined audiences by narrowing your search terms or combining active individuals in your community into one audience.
Building a community is challenging for anyone, but it is particularly challenging if you are a Marketing Team of One:
First, before getting into specific tips for these Marketing Team of One challenges, here is a review of the basics on community building:
Building a community is time consuming. It rarely gets to the point of "set it and forget it." If you are a Marketing Team of One, you are already stretched thin. Here are some ways to be most time-efficient:
The best way to show that a marketing activity has value is to point to a positive ROI. Community building does not always have a straight path to revenue, so this is a challenge. One approach is to show the differences in metrics between customers who are community members and non-members. For example, comparing the lifetime value of a member vs. non-member will show you the lift the community provides. Some metrics to show lift:
It's an exciting endeavor to build a community. You will create a place where real people form real connections. Good luck!
One of the oldest virtual communities in continuous operation is the Whole Earth 'Lectronic Link, or The WELL.
The WELL was started in 1985 by Stewart Brand and Larry Brilliant as a dial-up bulletin board system (BBS).
This community boasts "Artisanal conversation. Real people. Real names." There are no anonymous members, and the focus is on real community with real connections between people.
The WELL slogan is "You Own Your Own Words" or YOYOW. The double-meaning is intentional. Members have both the rights to their posted words and responsibility for those words.
Our scrappy community is very special, and I am lucky to be involved with such generous, smart, and engaged people.
I love our "reader spotlight" section where everyone can get to know each other. I'm looking for people to spotlight, so please let me know if you want to be featured.
One of my favorite online communities is SwipeFiles.com. If you are looking for a place with authentic engagement with marketers, entrepreneurs and other people who are a Marketing Team of One, come join us.
See you next week. Happy Scrappy Marketing!
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