It doesn’t matter if you’re a business powered by one person.
Imagine what it would look like today if Henry Ford hadn’t pursued his passion?
Or if Albert Einstein stopped doing what he loved?
The sad truth of this matter is, a lot of entrepreneurs who started their journey last year aren’t doing it today. Failure to launch is a big part of bringing success into your brand and probably the hardest hurdle to face in your business.
In this article I was able to talk with Justin Kats, founder of Kats Botanicals and serial entrepreneur. Justin created an opportunity for his brand by building on a community which allowed them to buy kratom at amazing prices. I was able to extract some of his best strategies he used for building an engaged community so you can mimic these options for your business.
#1 – Know Your Customer
For the most part, new entrepreneurs who start usually end up flailing their arms and failing because they want to be seen everywhere, on every platform, and talk about everything.
While it would be nice to have that reach, it’s not possible for new businesses to achieve right away.
One of the reasons Justin’s business brings over (how much per year?) per year is because of one simple fact – he understands his customer base.
Justin explains this is where you begin to not only dissect your business, but also dissect the customer who wants to know more about your business.
Having a social media persona is necessary to know ‘things’ about your audience. A social persona is a ‘fake’ person in essence, but this person has real wants and needs from your business. In creating this persona, you are building a bridge between you and your target audience.
For example, if your company sells women’s shoes, and you know you sell more of a specific brand than others, then your target audience is (of course) women. Your social media person persona should reflect everything you know about this ‘person’.
Your first persona could look like this:
Name: Jane Doe
Occupation: stay at home mom
Wants: a stylish shoe at affordable prices
Favorite social media platform: Facebook
What you are doing is getting to know your customers wants and needs through how your business interacts with them personally.
Every business should have about 5 of these. When you understand each persona, you start to know how to bring messages to them and create content which pinpoints what they want from you.
#2 – Everyone Is Important
Running your business and paying attention to the audience members who are interested in what your brand has to offer is the key.
Justin explains one of the reasons his business skyrocketed to the top so fast is because him and his employees focused on this strategy.
The Harvard Business Review shares why this strategy is one of the most relevant a brand can offer their audience. Listening to your audience is one of the most unused potentials a brand can extract. In fact, listening is one of the perfect ways to make each member of your community feel important.
While you still have to make sales and pay attention to your bottom line, inevitably it’s your customer who runs the show. Whether you listen or not could mean the difference in closing your doors and doing something else next year and thriving in this type of environment.
#3 – Create A “Home-Base”
Your audience is out there, floating in limbo, while you make attempts to contact them and get them to engage with your brand.
It is essential to create a home base for your audience and community to congregate in. Justin says this was one of the best strategies he focused on – “Without this group base, users just wander. When audience members wander, it’s harder to engage with them and keep their attention on what we had to offer so we created a place where they could feel comfortable talking about what they need.”
There are plenty of ways you can create your home base. One of the most popular ways you can do this is by utilizing Facebook groups. It is naturally connected with your brand page on Facebook and allows you many options of promotion and connection with the audience members you are trying to target.
Another way to take advantage of building a home base is through the use of forums on your website. While this is a rather large task to undertake, it allows you more control over the content and people you produce. Certain businesses and brands could be banned from Facebook depending on what you’re trying to sell, with this type of home base you never have to worry about that happening because you own it.
In fact, there are lots of ways to keep your audience connected to you. Some people go Live at a specific time on Facebook or Twitter to congregate their audience. Others take advantage of their website features, depending on what you’re trying to do, create that home base for your audience so you can always be engaged with them.
Your thoughts should always be on how you can gain more traction and get closer to your audience. When you understand this, you begin to realize at how building a community is one of the most powerful resources in your tool belt. Like Justin Kats, you can create something by being consistent and always giving quality to attract the right type of community your brand can impact.
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