The Way to Keep Customers Coming Back: Lessons in Community Building

Great companies make sales, but amazing businesses work out how to keep customers returning.

Since the pandemic began, many companies have had to adapt to the electronic”new normal,” including new competitors, smaller staff, reduced hours, evolving customer needs and expectations, and new fiscal restraints on both companies and consumers.

Pir Fahad Momin is an electronic advertising expert with an advertising agency that also runs an internet bakery for a side job. When COVID-19 struck, he detected earnings falling, especially after he ceased offering discounts.

“The only people I saw were placing orders were those that had been my clients before,” Momin said.


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Because of this, he began investing more in his present customers so that they would keep coming back, and Momin is not the only small business owner that has been compiling customer retention.

According to a recent poll, 46 percent of small-business owners believe customer retention among their top short-term objectives, and 39% believe it among their top long-term objectives, too.

Perhaps you have customer retention and loyalty on the mind.

Maintaining clients usually boils down to not just offering excellent services and products but also offering an unmatched customer experience. To do so, shift away from selling to assisting and place a greater emphasis on client success (full research accessible to Gartner clients).

3 ways companies are building community through their content approach

1 way companies do this is through content advertising. By offering their clients useful content, they provide value and establish brand trust (full research accessible to Gartner clients). Content, however, might not be sufficient as some companies turn to community building as an extension of the content strategy.

“People come for articles but remain for community,” said Hannah Reynolds from Flipped Lifestyle.

Here’s what other companies did to provide valuable content to their customers, build brand trust, and create a community around their brand, paired with suggestions that will help you do the same.

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1. Tailor your content to the here and now

Valuable content is relatable; folks want to read content that addresses their current challenges. When the pandemic struck, disrupting businesses across industries and our everyday lives, content plans had to change, too.

Home Grounds is a site written by baristas and an internet community for coffee lovers. Since the pandemic, it has shifted its content to reflect the budding readers are confronting: More folks are at home having to brew their cups of joe.

Founder and CEO Alex Azoury chose to alter the website’s content approach to address the evolving demands of his readers and concentrate on building a community around its publication that currently has 30,000 subscribers.

Azoury says they’ve been careful to use a positive tone around staying in the home and”enjoying the ritual of making coffee.” Their newsletters include information about the best way best to make espresso with no espresso machine, fresh takes on java tendencies, and how to select and roast coffee beans.

“It appears mild, possibly even insignificant, but I believe the grounding ritual of preparing a cup of coffee for yourself and others is an act of kindness and care, which all of us need at this time,” Azoury stated.

Like Home Grounds, you can alter your articles to address your clients’ immediate needs. 1 way to watch your tone and the way in which your clients are receiving your articles? Social listening.

How applications can help: Social networking monitoring software can help with social listening strategies, monitoring the web for trending challenges and topics that could inform your next piece of content.

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2. Create a hub of content that is easy to access

It is possible to make customers feel appreciated by providing them content that’s easy to access.

Learn from Anabolic Aliens, a startup which produces home workout videos and has a workout generator app, Exerprise. Manager of articles Michael Kenler stated they saw a spike in competitions in the house workout market at the start of the pandemic.

They had to stand out, so they created a website on their site which functions as a resource hub for existing customers and attracts new clients with free content.

“By posting weekly articles, we’ve been able to participate with our customers like never before,” Kenler stated. “Free content which truly adds value to the client has helped to create a thriving online community of customers who enjoy our services and products.”

Every community needs a base and a homebase–what better place than your own site? When you haven’t blogged or posted content on your website before, you do not need to figure it out by yourself. There is software out there that can help you to get started.

How applications can help: Website optimization software can help you to get the most mileage from your site by ensuring that your content is visible to readers and optimized for the best possible user experience.

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3. Show your customers you care with exclusive content

Exclusive content may strengthen the community between your brand and your present clients, while appealing to the interest of possible customers.

Matthew Dailly, managing director at Tiger Financial, stated they recently hosted a free online seminar for existing customers only. This seminar was intended to help individuals better understand aspects of the financial industry like the stock exchange, interest rates, and how the pandemic might affect the economy.

“It was a terrific turnout, and we could secure some elongated contract talks with a number of our clients, which only shows that sometimes, all you need is to get in contact with the people who help you keep the company running and see what else there is that you could help them with,” Dailly said.

By providing an exclusive convention, Tiger Financial managed to get in touch with its present clients, identify new challenges, and build off the services that they were providing.

Clients want to feel like they matter to your business, not as clients but as individuals. A simple way to strengthen customer relationships is by offering exclusive content to your brand’s community.

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