BlogMarketingWhat Is a Community Marketing?

What Is a Community Marketing?

Marketing is communicating what your product or service offers, and it’s a critical part of your business. Community marketing strategy is a popular marketing strategy that actually works when it’s done right!

Community marketing works by building relationships with members of a group or community, typically through social media. This type of marketing can be very successful because it helps build a solid reputation for your company with loyal customers.

Community marketing is the modern method of finding new customers, which you can easily do on your own. Community marketing is a cornerstone of contemporary marketing strategy. It is a form of digital marketing that focuses on targeting an audience through shared interests or activities. 

Creating a community is easy and functional by bringing people with similar interests. For example, your company could post ads on a local Facebook page or a group or sponsor an upcoming event to connect with other companies and individuals in your area. In addition, you can reach out to people who may benefit from your product or service offerings in communities.

Community marketing simply means “using social media to reach out to a niche audience.” You’re distributing posts on other social media platforms rather than posting to your company pages, like Reddit, Twitter, Instagram, and Tumblr. This way, you can connect with people who are already interested in the kind of products or services you offer.

Introduction of community marketing to business

Community marketing is a type of marketing that focuses on creating and maintaining relationships between a company and its customers. It can be said that it was invented in the late 1950s by American marketing professor Philip Kotler. Community marketing is “a form of marketing that seeks to build long-term relationships with customers by engaging them in two-way communication.”

Since then, community marketing has evolved into a business strategy to create and nurture relationships with their customers. Businesses can build trust and loyalty by engaging customers in two-way communication, leading to repeat business and referrals.

Community marketing is a form of marketing that emphasizes the relationships you build with your target market. It’s one part relationship-building and one part marketing, and it’s used to boost brand awareness and give your company more exposure.

It focuses on building brand awareness and loyalty through cultivating a community. A community can consist of customers and their families, employees, or anyone interested in your products or services.

As you begin to accumulate members interested in your brand and its offerings, you can use this community to inform marketing decisions, get feedback about new products, and promote events. In this way, community marketing goes beyond just sales and allows you to build relationships with people who have an interest in what your company does.

Why should you do community marketing in 2022?

Community marketing is a great way to reach out to a broader audience and active users. The best way to market a product or service is to have real people using it and talking about it; by getting involved in local events and charities, you can put your brand in front of more potential customers without spending money on advertising.

If you can get your customers involved, it will help them feel substantial and loyal to your company. As a result, they’ll keep coming back for more of the things that engage them, and you’ll be able to serve them better.

Using a community strategy will help you to have loyal customers. Then, thanks to word-of-mouth marketing, these loyal customers will contribute to your brand.

Here are a few key reasons why community-building marketing should be part of your marketing strategy:

  • It helps you build user trust and strong relationships by creating a safe space. People who crave human connection can bond with other community members in a sincere and friendly community. 
  • Community marketing can help you create a more loyal customer base with a deeper connection.
  • Community strategy in marketing will allow you to reach out to potential customers apart from current ones.
  • Community marketing can increase brand awareness.

2 Companies that have done a great job in community based marketing

Let’s have a look at two companies that used community strategy in their marketing efforts. These companies have built successful community marketing strategies by focusing on their community platforms.

Lego ideas

Lego did a great job in their community called Lego Ideas. This community was created in 2014 and is still active ever since. People who have bought Lego products and created different objects share their ideas on the community platform with visuals. Also, other community members can comment and vote on specific creations.

Adidas creators club

Adidas Creator’s Club offers members-only products, Adiclub rewards, premium sports apps, and special access to its community members. These kinds of rewards and offers help you to get more loyal customers. Adidas Creator’s Club members can upload their images and stories or participate in a workout program related to the brand’s concept.

6 Steps to get started with community marketing

A community marketing strategy can involve social media outreach, customer loyalty programs, and creating a space for customers to interact with each other.

The most crucial step in community marketing is identifying your target market. Knowing what your customers like and hanging out can help you start community marketing. Once you’ve identified where your customers are spending time, the next step is to get involved in the community. Attend events, start conversations, and ask questions. 

Once people recognize and trust you, then you can start making sales. But remember—the goal of community marketing isn’t to make sales; it’s to establish trust between your company and its customers.

What makes community marketing different from other types of marketing is its focus on building relationships with the audience. As a result, community marketing can be much more personal than traditional forms of marketing, which may not always be appropriate for every business or organization.

Community marketers typically use various types of outreach to build relationships with their target audiences. These steps can include:

  1. Start by finding your niche. The first step to successful community marketing is identifying your target audience and what needs or interests they have. Once you know who you’re trying to reach, you can begin to create user-generated content and resources that will appeal to them.
  2. The key to community marketing is building relationships with potential customers and clients. Reach out to potential customers and form your community’s audience.
  3. Engaging in social media conversations with current and potential customers is another critical step that you should take.
  4. Going door-to-door to talk about your product or service can be helpful. However, when it comes to digital marketing, it can be distributing your content on social media platforms and introducing your product or service to potential customers.
  5. Sponsoring local charities or events to increase your visibility in the community can help build a local community.
  6. Hosting events that bring together your audience members around shared interests. (e.g., webinars, giveaways, etc.)

If you’re ready to start community marketing this quarter, these tips will help you get off to a successful start. In addition, your online communities can help you to reach your target audience.

Remember to be patient because you need some time to achieve your community marketing efforts. Focus on creating genuine connections with your community and improving customer experiences within your community. Don’t forget to organize events and have some fun with your community members!


Community marketing may be the right strategy for you if you want to build stronger and more personal relationships with your customers. Start by thinking about how you can engage your customers in two-way communication and then implement some of the tactics we’ve mentioned above. You’ll be on your way to building a loyal customer base in no time!

A data-driven professional with more than 10 years of experience in digital marketing, SEO, PPC, automation, and so on. Privately tea lover, gamer, tech nerd, and traveler. I love writing about marketing!

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