Who are your true fans?
They believe in the company. They are true fans, consumers or patrons of the company's products, programs, and initiatives. Real communities are driven by the members of these communities with less supervision by the company.
For example is the American Express Open Forum, a site dedicated to providing support to business owners, entrepreneurs, and executives to help grow their businesses. This site is independent of the America Express management and runs almost in parallel to them in terms of focus. There is a lot to benefit from the network of business entrepreneurs from around the world not just a quality hire but also in terms of developing and creating products that match the needs of businesses.
This is a tremendous resource that not all companies tend to do. This tantamounts to the concept of 1000 true fans (Kevin Kelly) and even more than just for quality hire but the quality of feedback and customer voice that you can have by cultivating your community.
For a small business without huge budgets devoted to cultivating their community, it is important to start with your client list and build your awareness about who they are, what makes them ticks, what products or services they love from your business, and how they want to be acknowledged, recognized, and supported. This intelligence will help you decide on how you can nurture them and keep them as real true fans for your organization for the longest time.
It can be just a blog that caters only for your community with topics that attract them more to your business and provides more reason to network, be more affiliated, and become ambassadors and vocal supporters of your products. Content topics should be engaging pieces about your fan's interests, passions, and causes.
If you are a pharmaceutical company, your topics could range from wellness, health, nutrition, treatments, healthcare services, etc. In general, it should be consistent with your mission, values, and branding strategies. Communicating with your community should be a regular fare and should not break your wallet or dominate your schedule either. Usually, it only takes a small token of action to let them know that you care about them and that you cherish their contribution to the success of your business.
How are you nurturing your community? What small gestures you can do today to let them know that they are valued and worth diamonds in your business?
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