Today’s consumers have access to more brands than ever, so they look for unique qualities that set the brands apart when making purchases. For many brands, it’s no longer about what you sell—it’s about what you represent and the space you create for relationships to flourish.
The new digital marketing funnel has shifted toward a circular model that emphasizes customer advocacy. As consumers increasingly seek deeper connections with businesses and each other, marketers must now focus on building thriving communities around their brands.
Learn why building community is essential in modern marketing and explore the programs you can implement to achieve it.
Key takeaways
- Brand communities lead to increased customer loyalty and advocacy
- Influencer partnerships enhance trust by using authentic narratives that resonate with consumers
- User-generated content (UGC) elevates brand authenticity, driving purchasing decisions more effectively than traditional marketing methods
- Referral marketing empowers existing customers to advocate for your brand, improving retention and lifetime value
- Brands must focus on creating meaningful interactions to meet growing consumer demand for community and belonging
Why community building is the heart of modern marketing
Fostering a sense of belonging paves the way for loyalty and advocacy. When customers feel part of your inner circle, their connection to your brand deepens.
According to a recent study, 73 percent of consumers expressed that being part of a community makes them more likely to recommend the brand’s products or services to others. From the brand perspective, 66 percent claim their community has a positive impact on customer retention.
Source: Forbes
Brands that focus on building a community set themselves up for future success, especially with Gen Z, who value that sense of belonging. A study published in Relevant Magazine found that more than half of Gen Z individuals feel lonely, which impacts their confidence and well-being.
Given this reality, it’s no surprise that young consumers are attracted to brands that help them connect to something bigger than themselves.
For brands to stand out from competitors and tap into this need for community, they must focus on offering transparent, authentic experiences that resonate with discerning, community-focused consumers. Engaging with customers meaningfully enhances their involvement and fosters organic growth through word-of-mouth, referrals, and shared experiences.
In his keynote speech at iPX 2024, impact.com CEO David Yovanno describes the new customer-driven purchasing journey and how brands can maximize marketing success.
The top 3 digital marketing initiatives that cultivate brand community
By implementing effective marketing programs, you can empower your customers to become brand advocates that boost loyalty and create a powerful engine for sustainable growth. Discover the marketing initiatives to help you establish a strong, engaged community that resonates with your audience and transforms them into passionate advocates.
1. Influencer partnerships seed trust with prospects
Credible content creators sway consumer purchasing decisions, making them indispensable brand allies. According to impact.com consumer research, 64 percent claim they buy based on an influencer’s recommendation or opinion at least some of the time.
Influencer marketing has evolved into a critical component of brand strategy, primarily because creators possess a unique authenticity that traditional marketing methods often lack. Their relatable stories and personal experiences build real connections with followers, creating trust and deeper resonance.
Source: The state of influencer marketing for consumers in 2023
Creators also curate content that reflects their audience’s values, lifestyle, and aspirations, reinforcing a sense of community among followers.
This shared sense of identity drives engagement, while establishing a loyal following eager to support brands that align with their preferences. That’s why 6 in 10 consumers trust influencers they perceive to be like them.
Brands partnering with creators with a large community presence can unlock the immense trust and influence of these creators, leading to more sincere, impactful marketing. This approach allows brands to showcase their values and connect with consumers genuinely, which is essential in an age where audiences crave connection and authenticity.
During a session about the creator economy during iPX, impact.com’s Senior Marketing Strategist Olivia Savage gave brand marketers useful tips for dipping their toes into the influencer channel.
2. User-generated content boosts authenticity on owned channels
Incorporating user-generated content (UGC) into your marketing mix adds authenticity to your message that resonates with consumers. UGC creators offer genuine content to share across the brand’s marketing channels, often without attribution. This content feels more “real” compared to traditional influencer content, which tends to be more scripted and polished.
Unlike conventional influencer partnerships that focus on tapping into a creator’s existing audience, UGC prioritizes reflecting the lifestyle and values of the target audience. This approach fosters a sense of passion and loyalty toward the brand.
UGC provides powerful kindling for sparking brand affinity. One study revealed that UGC impacts consumer purchasing decisions nearly nine times more than influencer content and 6.6 times more than branded content.
Source: SocialMediaToday
Similarly, amplifying customer voices on your social media and other platforms can foster meaningful connections. When businesses highlight organic testimonials, reviews, and insights, it deepens the bond between customers and the brand.
With 86 percent of consumers trusting recommendations and reviews when making purchasing decisions, showcasing content created by peers allows brands to harness the power of word-of-mouth in an increasingly digital world. It also boosts engagement rates while encouraging community participation, as followers often feel motivated to contribute to the conversation.
Celebrating the voices of your community can humanize your brand, while making your customers feel valued and connected to a larger community of like-minded individuals.
During the talk on referral programs at iPX 2024, Meaghan Sullivan from Google Workspace shared her approach to amplifying the customer voice.
3. Referral marketing strengthens bonds with existing customers
Establishing a referral program fuels growth through the power of your existing customers. Creating a value exchange between the brand and its audience can enhance retention and loyalty.
With a well-structured program, brands can achieve high conversion rates and impressive return on investment. Referred customers have a 16 percent higher lifetime value and an 18 percent lower chance of churning compared to non-referred customers.
Source: Wharton School of Business
Referral marketing can emulate the power of word-of-mouth by fostering a sense of belonging among customers. However, to turn them into advocates and form a close-knit brand community, your program must foster deeper relationships—not just transactional ones.
Here are some tips for creating a referral program that nurtures a strong sense of community:
- Choose valuable incentives that encourage genuine recommendations
- Provide the best experience possible by ensuring your program is efficient and user-friendly
- Integrate the program into your brand’s identity; it shouldn’t just be a “box to check”
When customers recommend a brand to their network, this shared advocacy allows them to feel more closely tied to the brand and take pride in representing it within their own circles.
During a session at iPX 2024 on referral initiatives, Aneira Henery-Morley from capital.com and Keith Posehn from Zorz LLC discussed the benefits these programs offer existing customers.
Differentiate your brand with the power of connection
Building a community around your brand is not just a strategic advantage. It’s essential for fostering loyalty and advocacy. Ultimately, a thriving community enhances brand strength, driving growth and ensuring lasting success in a competitive market where customers long to feel a sense of belonging.
By tapping into strategies such as influencer partnerships, user-generated content, and effective referral marketing, brands can create genuine connections that resonate deeply with their audience.
Discover more methods for building bonds with consumers:
