The Power of Community for Your Marketing | Marketing Tails

Here's a glimpse of what you'll learn:

• [01:24] Mark Schaefer on creating lasting brand loyalty beyond social media
• [02:52] The premise of Belonging to the Brand and its significance in marketing
• [05:36] How community is transforming the concept of Seth Godin's tribes
• [06:25] The key differentiators between an audience and a real community
• [12:25] Why community should be mission-driven and based on shared purpose
• [17:22] How Peter Drucker’s seven business lessons are still relevant, with a modern twist
• [22:30] The challenge and necessity of matching marketing strategy to specific situations
• [32:17] Mark's upcoming projects, including a marketing retreat and a new book on disruptive marketing
  
  

In this episode…

While traditional marketing approaches may have worked in the past, the digital landscape offers countless new platforms for engagement, aligning with how people want to connect with brands. How can companies redefine marketing strategies in light of evolving consumer expectations and online interactions? 

Veteran marketer and consultant Mark Schaefer explores this question, leveraging his comprehensive experience in digital marketing. He proposes community as the untapped frontier for creating customer loyalty, advocating for the shift from audiences to engaged communities driven by shared purpose. With insights from his book Belonging to the Brand, Mark emphasizes that real connections are crafted not just through social media, but within spaces where they can belong. Backed by real examples of brands exemplifying this transformative approach, he highlights strategies for fostering organic growth and placing community at the core of your brand.

Tune in to this episode of Marketing Tails as Mark Bevington chats with Mark Schaefer, Executive Director at Schaefer Marketing Solutions, about cultivating powerful communities. Mark uncovers authentic connections as the foundation of enduring brand loyalty. He stresses the value of embracing community as a long-term commitment, identifying the shared purpose that aligns your brand with customers, and creating a safe, welcoming environment for your community members.

Resources mentioned in this episode:

• Ninedot
• Mark Bevington on LinkedIn
• Mark Schaefer: LinkedIn | X | Website
• Belonging to the Brand: Why Community is the Last Great Marketing Strategy by Mark Schaefer
• Marketing Rebellion: The Most Human Company Wins by Mark Schaefer
• KNOWN: The handbook for building and unleashing your personal brand in the digital age by Mark W. Schaefer
• Tribes: We Need You to Lead Us by Seth Godin
• ”Beyond Imposter Syndrome” with Amanda Russell on the Marketing Commanding podcast

Quotable Moments:

• "It's not that we just want to belong. We need to belong."
• "If you're doing marketing the way you were doing it three years ago, you've got to wake up."
• "In a community, people know each other like a neighborhood."
• "The beauty of social media is that it allows us to connect to people we never would have had before."
• "We're in a world where marketing must be a change junkie, constantly adapting and evolving."

Action Steps:

1. Evaluate if you have a true community or just an audience: This helps identify if your marketing efforts are fostering genuine connections or just reaching passive audiences.
2. Embrace the idea of "continuous experimentation" in marketing: This addresses the challenge of keeping up with rapid cultural changes and ensures your marketing stays relevant and innovative.
3. Create a safe and inclusive space for your community: This approach helps build long-term loyalty and a sense of belonging essential for cultivating a strong community around your brand.
4. Revisit your brand values and strategies regularly: This helps balance the dynamic nature of the market with the need for a consistent and authentic brand identity.
5. Invite community input to guide future strategies: This ensures your company remains customer-centric and can pivot effectively in the face of emerging trends or shifts in the marketplace.

Sponsor for this episode

This episode is brought to you by Ninedot.

Ninedot is a digital marketing agency specializing in UI/UX and web design to grow your business. 

Our growth-centered team provides web design, web development, user experience development, graphic design, and SEO to maximize scaling. 

We are humbled to call Pet Food Experts, Animal Care Centers of NYC and Potter League – some of the world’s growing and most-established brands – our clients. 

We’re excited to build a relationship with you.

If you’re ready to turn your underperforming website into your best sales tool, go to Ninedot.com or email us at hello@ninedot.com to learn more today!