Lessons Latino Businesses Should Learn From Brand Communities
In the modern business world, people will buy from you only if they feel connected to you. You can produce the best product, offer top-notch service, and crush your competitors in terms of quality but if your customer does not know about you, you will fail.
This is the reason more and more businesses are relying on community support to make their business successful.
So, how does community support benefit the brand, and how you can build a solid community to boost your sales?
If you want answers to all these questions, keep reading, as we will answer everything.
Community Support and Its Benefits for Business
Community support is currently one of the most talked about ways of building customer loyalty. Previously, brands would gain attention with high marketing budgets, exceptional quality, and hiring the biggest celebrities for endorsement.
However, the era of social media has changed everything. Now, brands try to stay relevant and target one community, and through this community, they train people to become their endorsers. The community is so tight-knit that one strike at the brand is seen as a strike on the community as well.
One of the biggest examples in this regard is the ongoing global boycott taking place against Israeli products. Brands like Starbucks, Coca-Cola, Pepsi, P&G, etc., have built their communities around Jewishness. Even amidst so massive ongoing backlash and boycott, the Jewish community is showing unwavering support for these brands by mass buying and donating.
So, how are brands building a cult following, and is it possible for small brands?
Tips and Tricks to Boost Sale via Community
As a small business owner with strong support from the Latino community, here is a blueprint that can help, you market your brand to your community.
Use the Right Community Tools
To build a community, you need to offer your community a platform to reach out to you. Your platform should be safe, with guarded access, so the community can feel safe and exclusive.
While Instagram and Facebook groups are good enough places for private communication, it is advised to choose community apps like Telegram and Discord. Both these apps are exceptional for close-knit community handling as they offer invite-based access.
You can choose to admit people or let them go anytime. Moreover, you can set the rules of the community, making sure everyone is respectful and polite. Acting as a moderator will help you ensure that the community feels respected and valued.
For instance, brands like Spectrum offer dedicated Spectrum servicio al cliente to make sure their Spanish-speaking customers feel included and valued.
Target the Issue Not the Community
Everyone knows that marketing works with targeting. However, most brands do not realize that marketing starts right when you design a product.
For instance, products that are common or famous in one country might not do well in others. Spicy food from India might not become an instant hit in British, or business might not do well in Muslim countries.
Similarly, when designing a product, the focus should be on resolving the issue in the community rather than directly targeting the community for marketing later. One of the most successful examples in this regard is Madam C.J. Walker.
When designing the product, C.J. Walker resolved the issues regarding thick, curly, coarse hair that was different in texture from the hair of white people. Moreover, she tried and tested his hair products on customers and improved the formula after receiving feedback.
Offer Them Something Extra
While building your brand and community, make sure your community feels valued. To make them feel valued, offer them exclusive access to things that others might never recover. The exclusivity can be a one-on-one product testing event, a discount, a referral bonus, access to the products before release, and limited edition products.
For instance, brands like Hermes offer their best bags to their loyal customers only. Moreover, beauty companies reach out to big social media influencers for exclusive launch events. These influencers get free access to pre-launch events, amenities, products, and an opportunity to make content. Similarly, brands get to reach out to a wider audience free through these influencers.
Feed Their Curiosity
Once you have built the community, it is very important to keep them engaged. In case, you fail to engage the community, most people will either leave or become uninterested. This is the reason Facebook and other social media platforms have become a graveyard of dead communities and groups.
A good way to keep the audience engaged is by posting daily content. Moreover, keep an eye on the interest of the audience and then customize the content accordingly. Keep in mind that only exclusive content will make your audience come back for more.
For instance, beauty brands offer studio tours, one-on-one interaction with the CEO, or a list of new products to be released. With the help of this content, businesses can keep the audience hooked and curious.
Celebrate Their Success
Celebration is one of the best ways to sell your product. This is the reason event-based sales like Christmas sales, Chinese New Year sales, Boxing Day sales, etc., drive more revenue. Similarly, while targeting a certain community, in this case, the Latino community, try to celebrate their events.
You can easily search for Latino or Hispanic events and design your sales campaigns accordingly. This will be a great way to win over the support of your community without spending a lot of money on marketing.
Strongest Brands Communities
- Apple
- Red Bull
- Sephora
- Starbucks
- Harley-Davidson
