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For small business owners considering community building as a marketing strategy, the decision isn't as straightforward as creating a Facebook group or Slack channel. As Erin Simmons, Managing Director of Women in Tech SEO, explains, successful communities require thoughtful consideration and authentic need.
Start with the Fundamental Question: Why Community?
Before diving into community building, consider what's driving this decision. As Simmons notes:
"I think it's asking yourself those questions, which, like SEOs and content marketers are great at doing, what is the actual pain point here? And then working to find out. Okay, where do people who have this pain point go for help?"
Key Decision Factors to Consider
1. Authentic Need
Communities shouldn't be created simply because it's on your marketing to-do list. Simmons shares a personal example:
"Communities don't have to be big. I have... I started a WhatsApp community with my friends. It's called Co-working with queers, and it is maybe eight of us in there now... I started that because I was sitting in this office and I was connecting with people through screens and things like that."
2. Resource Availability
Community building requires significant investment of time and emotional energy. Consider:
- Time for daily management
- Content creation resources
- Emotional bandwidth for engagement
- Financial sustainability plans
3. Existing Community Landscape
Before building your own, Simmons strongly recommends:
"Your first move is to thought, to go out and look and see if the community that you need exists, and go and find an intersection..."
4. Value Exchange Potential
Consider what unique value you can offer and receive. As highlighted in the podcast:
"When you create authentic connections that are built on actual value, you get sticky sales. You get sales that are going to retain."
Alternative Approaches to Consider
1. Partnership with Existing Communities
Instead of building from scratch, consider partnering with established communities. Simmons suggests:
"I think exploring other communities as a first step is probably the right move, versus jumping into, okay, I'm going to build my own."
2. Micro-Community Development
Start small and focused.
Red Flags: When Community Might Not Be Right
Be cautious if:
1. You're primarily focused on ROI metrics
2. You don't have genuine connection with your target audience
3. You're viewing it as a quick marketing win
As Simmons notes:
"I don't know that community is a place where you can necessarily go to look for ROI, which is why it can be hard to access as a small business."
Decision Framework Questions
Ask yourself:
1. What genuine need exists in your market that a community could fulfill?
2. Do you have the resources to sustain long-term community engagement?
3. Are there existing communities you could partner with instead?
4. What unique value can you offer community members?
5. How will this align with your business goals?
Next Steps
If you decide to proceed with community building:
1. Develop a clear code of conduct
2. Define your community values
3. Plan your resource allocation
4. Create engagement strategies
5. Set realistic expectations
Remember Simmons' insight:
"If you do right by the members, within your values and your collective goals, everything else follows."
Building a community can be a powerful marketing strategy when approached authentically and with proper resources. However, it's not the right choice for every business. Consider partnerships with existing communities as a first step, and only proceed with building your own when you have a clear need and the resources to sustain it long-term.
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