What's a micro-community, and why should you create one
Two firms are selling the same products, but one has a higher growth rate, and is attracted by better clients, growing rapidly into new markets.
What's the main difference between these two? A micro-community is where customers hang out and share their feedback. They basically tell the entrepreneurs the attributes and enhancements they'd like.
If you're looking to establish good relationships with customers, convert leads faster and provide worth to your customers, a niche community is the perfect solution. They may be smaller (as the phrase "micro" suggests) however they offer huge benefits for business and their customers.
Are you curious about micro-communities and ways to utilize these to help grow your business? Stay with us for an easy, yet thorough run-down.
What exactly is a micro-community?
micro-communities are very exclusive online communities that are hosted by a business to support customers or prospects. Although micro-communities can be tiny (up to, say, 100 members), "micro" doesn't necessarily refer to the size of the community. In fact, "micro" refers to the micro or niche focus of the community rather than the size of the community.
A few examples of micro-communities
Micro-communities come in a wide range of structures and formats. What you do with the structure and layout of your micro-community will depend on your purpose for the group. This is a bit of inspiration for you...
Glossier's customer communities
Glossier is known by its nickname of the "people-powered beauty ecosystem" has perfected the art of staying connected with its clients. This is done by inviting its top customers to Slack group discussions which allow them to connect and keep in touch.
The groups are hyper-localized, and members exchange over 1,100 messages per week, creating feedback from Glossier's most loyal fans.
Doodle Institute's member clubhouse
Doodle The Institute sells online courses that instruct people on how to draw. Students get basic training through the program. Then, as a bonus, they also get access for access to the Doodle Clubhouse.
The Clubhouse offers students the opportunity to have a secure space to inquire about their work, and network with fellow doodlers.
MyYogaPal's Community
MyYogaPal helps individuals connect with their own self and their practice of yoga. The site also provides the yoga community, where yoga participants can meet other individuals who share a passion for yoga.
The main benefits of micro-communities are the benefits that come with them.
Micro-communities encourage feedback
Micro-communities are generally small and informal, they are a safe space where people can share their mindsets and goals. As a result, they're an effective method of gathering real feedback about your products or service.
A study by Zak discovered that 60% of people under 30 prefer sharing their thoughts in secure spaces like private groups and do not feel comfortable speaking on public forums. This isn't just an age-related problem. If a group is comprised of people "like me" the people have more confidence in sharing their opinions.
If you build a small community where your customers feel heard (and engaged) They're much more likely to tell their experiences and opinions.
Hot tip: Don't let good feedback be wasted. Take action on it and customers will feel extra appreciated and special, just like this user of Stripe, the payment processor..
From anonymity to real connection
Sometimes, it's difficult to put a face to an individual's name when you're receiving reviews from your customers on the Internet. Even though Google reviews and comments left on forums are an excellent source of social proof for your business but they might not be so valuable as you think they might be. These may contain people that don't fit into your ideal customer profile, the one whom you'll benefit from the most.
However, if you establish an online community for 100 of your top customers, you can rest assured that you can trust their feedback.
As you engage with them on the social scene, you'll get to know the people. You'll begin to understand their objectives, including what they're trying to accomplish. With this information, you'll be able to develop new features and products which help them meet their goals.
Build a mutually beneficial community of support
Since community members share common objectives and desires and goals, they form strong bonds. This means that they'll be supportive of one another which makes your work more efficient.
If your customers post a query about your product or service in a micro-community, the you're likely to get answers from multiple like-minded individuals who want to share their experiences thoughts, opinions, and experiences.
These are powerful interactions built around your brand, a positive outcome for your business as well as your customers.
What are the reasons to start an micro-community?
We've talked about how micro-communities are a valuable addition for any company. You may still think about whether a community is the best option for your business. To help make your decision easier, here are the three main reasons to consider setting up a micro-community.
You become more than a service provider.
If you can make your clients feel involved (through microfocus communities or other means), you become more than a recognizable name or a popular celebrity. Communities help foster authentic relationships with your customers, increasing their feeling of belonging and loyalty.
You're now seen as a mentor or friend and not just another course creator. It expands your reach and makes it much easier to develop and market new products.
It's simpler to cater to many different kinds of customers.
Micro-communities offer a wonderful way of serving customers in many different industries and specific niche.
For example, let's say you provide corporate training to large companies and sell self-guided training courses which teach the same material to individuals. Instead of creating one group that isn't able to serve both groups well, you can create a unique community for each segment.
It is possible to focus your attention on the demands of your customers, and tailor your content according to the needs of your customers. This way, each customer will get the support that's the most beneficial for them.
It is a form of social evidence.
Micro-communities offer " social proof" for your company. When someone joins your community and sees other postings and how much respect they have for you. If they didn't know you in advance it will be easy for them to see that your authority and is reliable.
The positive vibe is infectious. The new members are quick to take on the enthusiasm of the community and take on the same attitude of positivity. Note, if your product runs into issues or your company comes under fire for ethical business practices (may that not be true), communities can become an avenue for the venting of the frustrations.
How can a micro-community grow to become something larger?
If you establish an online community that gives customers a safe place to connect with you as well as others, it creates loyalty.
In the realm of business, loyalty is worth more than gold. This is one of the things that cannot be bought no matter the amount you invest in marketing.
Customers who are loyal to you are not only more likely to purchase from your company, they're also more likely to talk highly of your goods and services with other people who are similar to them, thereby increasing your revenue.
Through promoting loyalty and improving the customer experience, micro-communities can become growth engines for your business--leading to customer retention, new customers, and even great ideas for new goods and services that consumers want!
Here's a great illustration of how to expand a micro-community and make it more substantial.
Within the group, you can share your ideas for your course. Test your content on the people in the group and collect their opinions. When you have a clear understanding of what the group members require, you are able to create your final curriculum.
Your group can serve as an incubator for other products as well. Once you release your course, you can invite your top students to join the micro-community. Invite them to offer their feedback about your course. You can also seek their feedback as you design your next project.
It is possible to start a spin-off group, where all of your students engage each other, work through your course materials together and respond to each other's questions.
Start building your micro-community
Convinced about the power and possibilities of micro-communities? If yes, the next step is to create one. These are some of our suggestions for getting to the point of starting:
Decide on your approach. You could either start micro-communities yourself or partner with influential people. Influencers already have an engaged public, but making your own micro-community can make your micro-community appear more important.
Invite your members. Spread the word about your community. Invite people who will help you create an environment that is positive and active. that you want to create.
Build relationships within your community of interest. Make sure to engage with members. Keep yourself in contact and available. It's also a good idea to offer them the first look into the latest products and services. Give them a sense of exclusivity with exclusive access.
Be fun and engaging. Be empathetic, friendly, and purposeful. Don't use the group to promote sales and marketing. The focus is building relationships and sharing knowledge.
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