How to Engage With Online Communities

This article contains general information and is not intended to provide information that is specific to American Express, or its products and services. Similar products and services offered by different companies will have different features and you should always read about product details before acquiring any financial product.

Any marketing strategy aims to reach customers at the right time and place, and online communities can help provide that opportunity. Imagine sharing your insights and expertise with a group of engaged people who are already interested in what you offer. This is where online communities shine – they allow you to connect with your target audience naturally, helping to enhance brand awareness, foster trust, and shorten the sales cycle.

Engaging in online communities can be an inexpensive and effective marketing tactic. At my audience insights and marketing studio, Tote + Pears, and for many of our clients, this approach has proven successful. For example, we met one of our clients, a director for the human resources team at a technology company, while sharing insights in a research community. The company was struggling to recruit new talent and was looking for insights on how to engage new audiences. After sharing data we gathered from engaging with over 1 million tech workers, we caught her attention, and she hired us. Because we knew her industry, understood the problem she was trying to solve, and had a deep understanding of her audience, bringing Tote + Pears on board was the logical choice.

We've seen connections like this happen through both paid and unpaid communities, such as social media groups on Facebook and LinkedIn. Engaging effectively with online communities can build your brand presence, foster customer relationships, and drive sales. Here’s how we do it at Tote + Pears.

1. Identify the Right Communities

The first step is pinpointing where your target audience spends their time online. This could be forums, social media groups, or industry-specific communities. If you’ve done a persona exercise, you can use the results to figure out what your target audience likes, their needs, and their problems, and then find online communities centered around those topics. For example, if you own a medical practice specializing in diabetes management, you may want to look for online communities designed for people who have been diagnosed with diabetes or prediabetes. Online forums like Reddit and Quora can be good places to start. Social media groups on platforms like Facebook and LinkedIn can also be helpful, offering a variety of communities centered around niche industries and interests. With a simple search, you can find a group of people with common interests. Additionally, thought leaders and industry experts often host niche communities on online platforms, bringing together people from all backgrounds to share insights and network.

Creating a platform where like-minded people can gather can help foster deeper connections with your audience. 

2. Create a Content Plan

Once you've identified the right communities for your business, the next step is to build a content plan that outlines what you can offer the community and how often you’ll engage. Some of the best online communities are those where information flows naturally and are centered around knowledge sharing rather than being overly sales-focused. Engage authentically and consistently by sharing valuable content and participating in discussions. For example, a small business specializing in children's educational products may enjoy joining an online community for homeschool parents or teachers. By posting educational content about child development, participating in discussions, and offering personalized advice based on your research and experience, you can help increase your brand visibility, attract new leads, and boost sales.

3. Engage Often and Authentically

It is important to engage often and authentically with your audience. There can be a lot going on in online communities. To get the most out of the experience, make sure that you and your content rise to the top – not just once, but consistently. The more people see you and your brand, the more likely they may remember you.

Ask and Answer Questions

Participating in Q&A sessions and offering expert advice can help you establish your credibility and attract new clients. For instance, a marketing consultant joined LinkedIn groups focused on small-business growth and digital marketing. By sharing articles, hosting webinars, and participating in Q&A sessions, they established authority in their field, attracted new clients, and maintained ongoing relationships with existing ones.

Lead Conversations

Engaging in ongoing conversations and sharing your thoughts consistently can help enhance your brand's visibility. Brands with social media teams that are effective at engaging new audiences can both interact with customers and firmly establish their branded community and their brand presence online.

Build Your Own Online Community

Not finding a community that meets your needs? Consider building your own online community. Creating a platform where like-minded people can gather can help foster deeper connections with your audience. When users share insights, ask questions, and get answers from each other and your team, the engagement can help users solve their problems and position the company as an authority in their space.

Engaging with online communities is not just about promoting your business; it’s about building relationships and trust. By participating in these communities, you can help position yourself and your business as a trusted advisor, foster customer loyalty, and ultimately drive sustainable growth. It’s a low-cost and efficient way to get in front of the right people at the right time.

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