Are You Engaging Your Community of Customers?

Posted on March 4, 2013 Written by 8 Comments
Community

After starting my online business almost two years ago, I quickly learned that it wasn’t hard to create a community. What was difficult was creating an engaging community.

You know what I’m talking about — the businesses that have 100,000 fans on Facebook but only have one or two comments, shares and likes per post. Or the bloggers who have 45,000 followers on Twitter but never RT or interact with their community.

With the ability to “buy” your fans and customers with advertising and marketing campaigns, it’s important to understand the difference between having a large audience, and having a small audience that’s a core group of super fans.

Find the Right Solution

For the past few months I’ve been on the quest to create a community of true fans since I had an epiphany of what I wanted to accomplish with my freelance business.

I’ve experimented with several platforms, ideas and methods to engage my community and encourage a two-way conversation.

One of the most effective solutions I’ve come across, is in the form of email newsletters, or email marketing.

Your customers have the opportunity to sign up for your newsletter with their email address, and you can deliver your content, sales, promotions and products, directly to their inbox.

There are several different types of email marketing software and hosting accounts available. You can sign up for online software, buy a professional email address or get extra inbox space for your existing email.

For instance, 123-Reg offers an email hosting service that can be used by businesses who send a lot of outgoing emails or expect a lot of sales leads to come into their inbox.

Here are some of the benefits to using an email hosting services.

  • Personalized email address to your domain name
  • Manage email, tasks, contacts and calendars in one location
  • Access webmail from any internet connection
  • No software to download to access your email account

Whether you go with an email hosting service, or online marketing software, the point is to create true fans and really listen to what they have to say.

Cultivate Two-Way Dialogue

The best part about listening is that you can respond to your customers and community, creating that ever valuable two-way dialogue.

When you create a social media following, you’re really just renting the platform where your community congregates, because — as we’ve seen time and time again — Facebook, Twitter or Instagram can change their policies overnight, leaving you and your community and customers completely lost.

But not with your email newsletter.

It’s a place that you can cultivate relationships, gain valuable feedback and ensure your customers that what they share is completely private (as opposed to being on Facebook where everyone can read it).

If Chris Guillebeau can personally respond to the 10,000 of his closest fans via email, I’m sure as freelancers and business owners, we can take the time to give our community the best attention possible.

This is something I’m very passionate about, and a little protective over my community of followers and fans.

I strive to only share the best content, helpful ideas and valuable tips with my audience, because they’ve put their trust in me to do so.

Are you building an engaging community or do you need to rethink your conversation strategy?

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Filed Under: Digital Tools, Freelancing
  • http://twitter.com/slicain Sarah Li Cain

    I think this is very hard for beginners because they probably feel they need lots of content before they can begin to think about creating a community. Or at least that’s what they think anyway. I always try to participate in other people’s communities and in turn I hope they will participate in mine. I remember asking someone pretty influential about how to start an online presence and he said “help people”. I think it’s great advice.

    • http://carefulcents.com/ Carrie Smith

      Yes, that’s very true Sarah and your friend shares some smart advice. When I started my online business I thought it was all about content, networking, commenting, link building, etc. But after a year, I realized that’s not what it’s about at all. Community comes before everything!

      • http://twitter.com/slicain Sarah Li Cain

        I also think you need the confidence to think that you CAN help people, even if you are just a beginner. Everyone has something they are good at! I think mine is giving people suggestions on their site. Or just tell them to shut up and do something already! haha!

        • http://carefulcents.com/ Carrie Smith

          Oh totally! That’s an awesome, and much-needed, skill. Everyone has something to offer, without a doubt!

  • http://twitter.com/VickyLyashenko Vicky Lyashenko

    Carrie, this is such a great topic. You are so right, if Facebook and Twitter closed down or maybe even if I had my FB page shut down (God forbid) I won’t have any contact with my community whatsoever!

    Chris Guillebeau is such a great example! He replies to emails within minutes sometimes! He’s such an inspiration!

    I have never heard of 123-Reg, I will go check it out! What I do is create my custom email address through my web host, and forward it directly to gmail. But that might be a total different thing, so I’ll go check it out now!

    Love your writting style and how personable you are! Keep up the amazing job! <3

    • http://carefulcents.com/ Carrie Smith

      Thanks so much Vicky! As you probably already know, two of the other really popular email marketing companies are MailChimp and Aweber. I actually prefer Aweber, and is what I use currently. But it’s a little different than 123-Reg because it’s an online software versus an email program. Lot of options available! But the important thing is to connect with the community. :)

  • http://my-alternate-life.com/ Jordann

    Great topic! I’ve just recently taken over the email marketing for my full time employer, and I’ve spent a lot of time cleaning the email lists and making sure that I’m only emailed qualified and engaged people who want to hear what we have to say. Sending emails to people who automatically hit delete is a waste!

    • http://carefulcents.com/ Carrie Smith

      Very good point Jordann. It’s one thing to start an email list and newsletter, but it’s a whole different thing getting your customers to open them and engage in a conversation!