As June comes to an end, we are taking a look back at some of the marketing materials and discussions InUnison has facilitated this month. One theme that stood out to our team came up often during our Marketing 101 panel, where our panel of marketing experts explained that when people think of marketing, they often think of social media, paid ads, and SEO. But they shared that some of the most effective marketing happens long before a customer makes a purchase or follows you on social media. It happens through relationships.
Community is one of the most valuable marketing tools a business can invest in. Building trust within your community creates opportunities no marketing budget can buy.
Showing Up in The Community
Some of the most impactful marketing comes from building relationships, showing up at events, and engaging with your community. This strategy applies not only to new businesses but also to all aspects of business growth. Creating a strong presence in your community establishes your business as a trusted company that customers can rely on for exceptional goods and services. By participating in networking events, serving on local boards, speaking at industry events, or even simply being an active member of business communities like InUnison, you are exposing new audiences to your business and building credibility and relationships that often lead to new opportunities and growth.
Intentional community involvement is just as valuable as any other marketing effort because every successful marketing strategy is ultimately rooted in trust. While traditional marketing can introduce your business to potential customers, consistent community engagement allows people to get to know your business, its expertise, and its values firsthand.
Utilizing Word-of-Mouth Marketing
Along with a strong community presence, your customers are often one of your best marketing resources. Happy customers naturally become advocates for your brand, sharing their experiences with friends and family, often leading to new customers. While word-of-mouth marketing may seem organic, these recommendations are rooted in consistently delivering outstanding customer experiences.
Rather than waiting for word-of-mouth to impact your business positively, there are steps you can take to harness the power of community and accelerate the impact of reviews and recommendations. You can create opportunities for customers to share their positive experiences by asking them to leave online reviews, encouraging them to submit testimonials, or sending emails requesting feedback. Handing out business cards or flyers creates opportunities for your customers to share your business within their communities. Even simply asking your customers who else in the community would benefit from your goods or services can prompt them to think about how they can share your business with their network.
Word-of-mouth marketing doesn’t just happen. It’s earned through relationships and experiences that build credibility and trust. It’s one of the best community-based marketing tactics your business can employ.
Check out this Learning Lab to learn more about leveraging reviews and recommendations.
Positioning Your Business in the Community
Using your community as part of your marketing is not a one-time thing; it is a long-term investment that requires sustained effort. By giving back to your community and exemplifying your expertise, your business becomes more memorable within the community. One of the best ways to do this is by creating value that gives back to your community. This will look a little different for every business; examples include hosting educational workshops, providing free resources, hosting community events, and partnering with other prominent businesses or community figures. The most effective initiatives align with your business’s mission and showcase what you do best.
Community involvement demonstrates that your business is invested in more than making a sale, establishing you as a trusted business before customers step foot in your store or make a purchase. Community initiatives like these create memorable moments and expose your business to new audiences, which, over time, build a strong reputation and grow your business, making community engagement one of the most sustainable forms of marketing.
Key Takeaways
A common thread throughout the Marketing 101 panel was connectivity, people, and trust in the community. Some key takeaways to keep in mind include:
- Showing up consistently builds credibility. Engaging with your local community helps establish your business as a trusted resource. Consistent visibility leads to stronger relationships and growth.
- Happy customers are your best marketers. Word-of-mouth marketing is earned through exceptional customer experiences and by asking your customers for additional connections.
- Position your business as a staple of the community. Investing in your community strengthens your reputation, expands your network, and creates long-term business growth.
