Tips to Build Local Engagement

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What good would be a product without any customer base? 

That is why the importance of community does not need any data or research. It is self-evident that to start a business, you will need a community that not only buys from you but also supports you in all your ups and downs. 

Community is the support system that any brand needs to increase brand awareness, loyalty, referrals, etc. Therefore, people are rushing to hire experts who can increase local engagement. Slow down and check out this blog post if you are in that rush. 

Here Are the Top 7 Tips for Building Local Engagement

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1. Develop Authentic Connections

Buying followers on social media is the worst decision many make for their online business. Getting a high sum of followers does not equate to the quality and support that a small yet valuable community can offer. 

Therefore, developing authentic connections with community members is vital to building local engagement. All you need to do is showcase your skills, products, services, and talents in the most genuine way possible. 

Tips to follow:

• Be present at the moment and stay active when you post something on social media or your website to respond to the viewers' comments. 
• Interact/be responsive to the needs and meaningful demands of the customers/audience/viewers. 
• Show who you are the way you are. Portraying the real self is the key to building authentic connections. 
• Showing your authentic self unapologetically is a trait many influencers have. This is what you need to bring to your brand too.
• Show that you care about the audience's reactions, comments, and needs. 

Responding to the audience’s comments cultivates authentic connections with your customers:

2. Host Community Events/Contests

There can be no better way of building a connection with the customers other than hosting contests. People love participating in games, winning exciting prizes, and interacting with fellow participants. 

You can ask the audience to submit videos/photos/write-ups related to your brand or products. This would help boost brand awareness and build solid relationships with customers. 

Tips for conducting contests:

• You can plan events and release teasers before announcing the contest's details. It is a full-proof technique to build curiosity among the viewers. 
• Come up with exciting offers or prizes to gather the inactive members' attention and new people.
• Keep it fun by encouraging and motivating your audience to participate in the contests.
• Contests help generate excitement about the brand, so make sure your contest ideas revolve around the brand. 

Here’s an example of Samsung hosting contests to increase engagement:

3. Encourage user-generated content

User-generated content creates a space where community members can share their experiences. This way, they not only share their opinions and thoughts about the brand but also engage with other members of the community, thus building an exclusive space for them. 

Leverage this tool as much as possible to boost your local engagement. 

Tips to follow:

• Choose the platform that is most suitable for your brand. 
• Know what you would love to see your audience doing, creating reels/images/stories, etc. Give proper instructions and stay transparent with the brand rules and regulations towards UGC.
• Collaborate with influencers or others in your industry to send your message across.
• Use tools such as Sprout Social, Hubspot, and Iconosquare to analyze the growth of the UGC.

Here’s an example of a brand hosting space for hosting user-generated content:

4. Involve the audience

Who wouldn't like to be a part of a brand that gives people a sense of belonging? 

This is why big brands such as Apple, Amazon, JBL, etc., have such a vast community that supports them no matter what. 

Of course, the quality of the products matter, but the way these brands make stupendous efforts to engage and involve their audience makes these brands stand out from the crowd. 

Tips to follow:

• Seek the advice of your audience, talk to them on stories, posts, videos, etc. Ask them to comment and share their thoughts on a particular matter. 
• Ask for their thoughts and ideas on a trendy topic/news as much as possible. This makes the brand a human brand that caters to not only the material needs of the customers but also the emotional and psychological needs of the audience.
• Make them a part of your brand, and listen to your audience non-judgmentally. After all, you exist and thrive in the market because of them.

Here’s an example of McDonald’s asking customers their thoughts:

5. Share Stories

Stories are what make us human. Stories are a part of our lives that makes life worth living. This is why people love to listen to the stories of people who make the brand what it is. 

For customers that form your community, the people in the organization matter. 

They would love to hear about the journeys of the founders, co-founders, employees, and all the other people working day in and out for the better functioning of a brand. 

Besides, you can also share the stories of the people who have followed the brand ardently. Express your gratitude towards your community regularly and share the stories in reviews, opinions, and customer experiences with your community. 

Tips to follow:

• Share stories that are inspiring, motivating, and educating in nature.
• Encourage community members to share their personal stories with your brand.
• Leveraging the sharing of customer reviews and experience is an essential part of brand development. 

Here’s an example of Nike sharing inspiring athlete stories on its website:

6. Go Offline

With the advent of technology and globalization, it is effortless for brands to interact with their audiences using social media platforms. 

However, it is equally important to organize offline meet-ups to make authentic connections with the community.

Regular offline meets with customers help them understand the values and people that work for the brand. 

Tips to follow:

• Meet and greet remains one of the powerful sources of local engagement for businesses.
• Organize offline events and surprise meet-ups by announcing these in advance to create excitement or spontaneously maintain exclusivity.
• Organize talks, seminars, workshops, and content to engage with your audience virtually and in person.
• Take advantage of these meet-ups and get to know the customers' needs. Know about what they think of your brand and how you can improve your services. 

Here’s an example of McDonald’s hosting a workshop for kids - an offline event:

7. Align Engagement With Brand Values

Be passionate and vocal about your brand values. Respect your brand's values and keep these values in mind while engaging with the audience. 

Connect and collaborate with people and companies that align with your brand values. 

Human values are what give life to any brand. Your community supports the product you serve and the overall brand ideas that your brand possesses and promotes. 

Tips to follow:

• Share your brand values with your audience and make them explicit.
• Talk about these values in your videos or posts. 
• Organize events and programs that cater to the brand values.
• Offer insights into matters connected to the values that your brand promotes/lives by. 
• In the world of AI and bots, try to stay as human as possible.

Here’s an example of Starbucks expressing its initiative to be greener:

Read: How to Rebrand Your Business Without Losing SEO?

Local Engagement - FAQs

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Q1: What Is Community Engagement?

Online Community is a group of people who support a cause/product/service/company. Community engagement is a process that allows people to share their views and opinions on the cause/product/service/company they are a part of.

Q2: What Is The Purpose Of Community Engagement?

Community engagement allows businesses to expand and improve their services. It enables you to know about the progress of the company. Besides, it is for nurturing the members of the community. 

Q3: What Is The Most Crucial Factor In Engaging A Community?

Catering to the emotional and psychological aspects of the community members by involving them in various tasks becomes an essential factor in engaging a community. 

Q4: How To Increase Engagement?

The only way to increase valuable engagement is by investing time and effort in building lasting connections with the community. 

Key Takeaways

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• Develop authentic connections by engaging organically with your audience.
• Host community events/contests to attract the audience.
• Encourage user-generated content to help the audience interact with others and people outside the community.
• Involve the audience as much as possible by speaking to their heart.
• Share stories as much as possible. Be it your own or from your community, spread it in the most human way possible.
• Go offline, organize meet and greet for your community, and interact face-to-face with them. 
• Align engagement with Brand values to ensure that the message has the same frequency as your brand voice.