February 9, 2023
If you’ve been managing a Facebook Business Page over the past few years, you’ve likely noticed the algorithm heavily restricts you to reach out to your community users. Today many brands who were heavily dependent on these social media giants are realizing how dependent they’ve become on social media and are now building or investing in their own social community platform. With the rise of the “creator economy,” the podcasting world has exploded with multiple platforms to choose from. But the key problem remains: Do you really own your audience as a creator, or does the platform own you? Let us first understand why brands need community platforms? How this will help them in achieving their goals?
Here are the main reasons why brands need a dedicated social engagement community & loyalty platforms:
Haven’t you already heard, never build your house on a rented space. The brand spent years and countless resources to build their audience on social media, yet they find it difficult to reach out to them as they have to fight the algorithm every time, besides…
Email and social media will remain essential communication channels for any brand. But they’re no longer the most secure and future-proof channels to stay connected with top customers.
Brands need to develop new ways to access their best customers. Winners will be those that own the spaces their communities occupy.
Modern buyers, especially younger generations, no longer want ads, email blasts, or coupons from their favorite brands. Brands are rethinking how they’re treating their best customers and if they’re creating an experience worth coming back for.
With customers looking for unique experiences, brands need the freedom and tools to create tailor-made experiences. Social media doesn’t provide custom and branded features. Today, brands are testing these in physical stores through community events (classes, workshops…), or doing this at scale on the platforms they own.
Once you’re delighting top customers in a place you own, you can focus on ways to leverage their brand love and maximize their impact on sales.
Brands have a real challenge in maximizing the impact of their loyal customers, well beyond repeat purchases. This means loyalty programs need to be revamped: the goal is not only to build loyalty but to transform loyal customers into brand advocates.
Many brands are turning their loyalty programs into systems that incentivize and reward customer advocacy at scale. Since traditional loyalty programs aren’t built with advocacy in mind, and social media doesn’t allow them to do this effectively (not linked to the CRM, no custom advocacy features), they are relying on advocacy or community platforms.
The strongest brands will be those that create a system that incentivizes loyal customers to go beyond repeat buying and become advocates of the brand. One trend for 2020 and beyond we’re following closely is brands upgrading their existing loyalty programs to next-generation advocacy & community programs!
Cohora is a complete package, a complete platform to manage your engagement with your users, grow your user base and then convert that into revenue.
If these echo your community goals and you want to hear from our team of community experts, book your 1 on 1 session or reach out to email@example.com