How do you create a loyal online community?

While purpose is important in attracting the right audience, avoid stuffing your thought leadership narratives with with: Origin stories Manifestos Bold statements about your mission, vision, and values These pieces of language exist to support YOU and guide your work, but they aren’t the crux of what will draw your audience in. People don’t care about your stories UNLESS your stories help them overcome their obstacles. And it’s not enough to solve them the way the expert next to you does. The key is helping your audience understand their problems from a new angle, and then solving it… Often Generously Creatively ….and as if you could do it in your sleep.

In my opinion, the foundation of creating a loyal community is to provide value to the members. Without educating members on what they get out of it, it is just going to be another inactive group. You might be able to attract people at the initial stage but if they don't see the value that they're getting out of it or do not understand the purpose, the community is not going to sustain. Secondly, make it more interactive. If members are comfortable enough to ask even the silliest of questions they have about your product/company/offering without hesitation, then that's going to be an active community.

WIIFT - What's in it for them? Sometimes we all get caught up in what the community can mean to us and that should be a distant second and first and foremost what will a brand new community member get out of it day 1, day 30 and a year from now.

I've seen a community thrive when the leader's passion resonates in every interaction. Authenticity isn't just a buzzword here; it's the heartbeat. When you genuinely care, it's palpable. Also, fostering spaces for organic connections between members is crucial. Think about it like hosting a great party – you set the tone, introduce folks, and then step back and watch the magic happen. Encourage interactions, but let the community take the lead in building those relationships.

I love being part of Mighty Networks platforms with one of my online communities. It has become something of a virtual home for me, especially on the weeks that we have our weekly meetings. Having the Zoom link inside all communication is always easily accessible and ready to go has been such a time saver. Apart from Mighty Networks, there is also the free option of GroupMe, which has proved to be great for a non-spammy group. It has all the same features as text messages and is incredibly easy to use. I’d definitely recommend this to someone looking to link up small online communities virtually.

As you evaluate the strengths of any platform, evaluate your own strengths alongside it. While a platform might offer what you need in terms of opportunity or audience type, all of that is worth nothing if you can not confidently and effectively produce content for it. You can stretch and grow as you build your thought leadership platform. Learn new tools and techniques. But there are situations where twisting yourself into a pretzel isn't the worthwhile route. Your comfort zone is comfortable for a reason. Your strengths are your strengths for a reason. Playing to your strengths will bolster the quality of what you share on any platform, and in turn, your credibility as a trusted expert.

A double-sided definition of "value" will keep your content authentic and sustainable for the long-haul. As you support your audience with the actions and achievements they desire, ensure that the content you’re creating aligns with what you envision for yourself. It’s easy to get deliciously lost in the process of delivering value to your audience, a situation that is not always to your benefit. You’re not a saint or a martyr. You're a content creator. That means you can and should operate at the intersection of your desires and those of your audience.

The type, format, duration needs to be mixed up. Short videos, carousels, live events, downloadable material etc. The community knowledge should be solicited and shared as well. Looking for indicators where the engagement level is falling is key to probe and understand what's happening and stop doing things that are no longer resonating and start new ones.

Hit the streets! One of the best strategies I’ve ever dealt with was “hand-to-hand” marketing. A music artist I worked with had amazing strategies for building and interacting with his fan base. Here a couple of them: - $5 CONCERTS: hosting inexpensive events that were high value, low investment for fans. Money was made on merch and experiences. - FREE POP UP: not only will many people show up, but they’re now going to be wearing your gear and sharing the activation across social media. 4 years since this event and people still comment to me about it. Think about inexpensive ways that allow your fans interact, while also building strong, valuable supporters.

Engagement becomes overwhelming without a strategy. Your engagement strategy should include tools for various occasions, with language that aligns with your core messaging. You’ll want ready-made materials for thanking the crap out of people, following up after events, requesting/making referrals, reaching out to gatekeepers/players, connecting with new audience members, requesting/making introductions, and many other scenarios. These tools will save you precious hours as you engage with your community, and will allow you to scale your efforts by delegating communications to assistants or team members.

Continually find a way, however small or nuanced, to speak to the points of connection they find impossible to forget. No matter what you think your brand is, it's your audience's ability to feel like a part of it that will make or break you. Remind them of their talents. Watch for their big wins and the tiny ones too. Share what you know. Help them avoid mistakes. Show them you care. Support them in turning implausible yearnings into reality. Be a raving fan of the audience you’re working to connect with.

Remember that throwing spaghetti at the wall (even data-informed spaghetti) will dilute your brand. Avoid implementing creative changes to your content just for the sake of "relevance," or in alignment with a sudden trend. Address your weaknesses. Measure what works. Go to bed knowing more about your audience than when you woke up. But leave shiny objects out of your strategy.

Always be aware that every community member is part of a number of other communities and have life distractions and overwhelm. Treating their time and attention with respect and empathy is key. Occasionally reaching out to them individually and thanking them (no - don't use a bot for this) using audio or video recordings always works. Also soliciting feedback individually but not pressurizing them in case they don't respond is important.

In my experience, building a loyal online community is all about reciprocity — give and get. It’s about amplifying our members and giving them a voice. While having the right platform and engagement tactics are important, when our members contribute thoughtfully, why not give them the spotlight they deserve? In my community, we like to share our stage and recognize their efforts. We not only boost their brand recognition but also help them achieve self-actualization – that top-tier of Maslow’s hierarchy of needs. To me, reciprocity is the heart of building loyalty in an online community.

You are talking to human beings who have real and complex experiences of a nuanced existence. They are juggling work, family, friends, social media and their own mind. Show them you are the same and they will relate.

Abandon the idea that persuading and engaging a community is glamorous. Building a thought leadership narrative is an attack on uncertainty. It requires focus, curiosity, unswerving tenacity, and is accomplished task by task. Don't allow the weight of what you need to do with your messaging stop you from taking action, and believe in your ability to get it right over time. Stick to the fundamentals of clarifying and sharing your value, and the glitz will unfold on its own.

You should serve them, not the other way around! The sooner you realize that the faster you will see results. Give your community value and a feeling of belonging, they would write on their shirts. 🎯