Part of what makes a brand "sticky" is the community of loyal fans. The more engaged the community is, the more loyal the customers will be. Creating an engaged community is as simple as identifying the solutions you offer to your clients and then thinking beyond the sale of your product or service to how will they use your product or service. Essentially, you want to facilitate the connections between your customers by providing a place, either physical or virtual, where like-minded people can support each other along through their buying journey.
There's a bike shop in my town that does a wonderful job of creating communities. (Yes, that's plural... as in multiple communities!) They organize group rides throughout the week, from beginner to advanced riders. The rides provide opportunities to meet other riders at the same level of skill. As they progress and move up, they support each other and they feel a part of a community. They also get exposure to new cycling gadgets and accessories that make their riding more pleasurable, thus increasing sales.
If you're more of a service-oriented business, you still have plenty of opportunities to create communities. Many coaches and consultants create private groups on social media filled with their clients going through a specific program. Software companies have user groups where users can support each other and help take some of the load off your support staff.
Educational seminars are another great way to gather people with similar concerns. Provide a few beverages and appetizers with name tags to get people mingling and interacting.
Social events are always popular, too. Nothing brings a crowd like free food, and the reason needs to be nothing more than your way of thanking your loyal customers. If you want to grow your community, encourage your customers to bring their friends, too. Provide referral incentives to your clients who bring new customers to you.
Need some ideas on ways to create communities within your business? Give Rethink Marketing a call for a free consultation.