Small businesses can build loyal audiences by treating customers as community, not just consumers. Taylor Swift's fanbase shows what happens when you engage early with responsive people, celebrate their participation, and create two-way connection instead of one-sided performance.
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There's no magic wand you can wave to build an audience, but the good news is there are a ton of ways to make it easier. One way is to start thinking of your customers as a community. Consider someone like Taylor Swift. Of course, she's talented, but more than anything, she's the brand for an entire generation, and her voice and actions carry weight in her fan base. That connection doesn't come from running Facebook ads. It starts with a level of authentic engagement that has continued to be reinforced with every action. Her fans deconstruct her music and she encourages it. Again, she didn't buy Google search ads to do this. So how do small businesses take a page out of Taylor's strategy? First thing, be interesting. Don't be like everyone else. Cut through the noise. Your audience is bombarded by content and media and advertising. Even the most pedestrian business can be interesting. Engage early. Get to know those who really respond to what you're putting out. The key to community is that its members feel seen. And then encourage connections to yourself and others. A community that's one-sided isn't a community, it's a performance. Communities get their strength from relationships that build from the mechanisms that you provide. And then celebrate that effort. Send appreciation for joining and participating. COVID made everyone lonely, and we're all desperate to feel like we matter. Every other aspect of communities has to do with their logical infrastructure. Where do you send people? How often? And the points of engagement. But you can start aligning your business with the reason people commune. That's what they'll remember. So start thinking about your community and let me know in the comments which aspects of community building you'd love me to talk about. Thanks.
