Why Community Building is Important for Minority Owned Businesses in 2023
Human beings are social creatures. The creation of the internet and social media has made it easier than ever for people to isolate themselves behind screens. On the flip side, digital technology also has the ability to connect people from around the globe who share similar interests and passions.
In the digital marketing world, companies use social media to showcase their products and services, but it’s no longer enough to simply post about a new product release. Brands now need to create a sense of community with their customers if they want to connect with their audience in a meaningful way and provide a platform for open communication and collaboration.
This is especially true for minority owned businesses, which tend to receive less funding, visibility, and opportunities compared to their competitors. By creating a sense of belonging and community, minority-owned businesses can foster customer loyalty, increase customer satisfaction and retention, and drive growth. Online communities can also provide minority owned businesses with valuable data and insights that can inform product development, marketing strategies, and customer service initiatives.
3 Ways Online Communities Benefit Consumers
#1: Connection and Belonging
When brands take the time to build a community with their customers, what they’re really doing is providing a platform for their audience to connect with others who share similar interests, beliefs, or experiences. People crave a sense of belonging and want to know the companies they buy from care about their wants and needs. This is especially important for minority communities who may already feel ignored by big brands—when minority owned businesses take the time to talk to their customers, engage with them, and address their concerns, that’s going the extra mile.
#2: Support and Encouragement
Online communities can serve as a medium for people to support and encourage one another. For example, let's say there’s a hair care business owned by a Black woman who creates products for people with coily hair. Her brand’s social media messaging centers heavily on educating and supporting the coily haired community, and they are very interactive with their audience, always asking customers for feedback and about their experiences. Her products encourage people to embrace their natural hair, and her posts bring people together from all over the world who have a similar hair type.
#3: Access to Information and Resources
Online communities give consumers access to a vast array of information and resources, making it easier for them to find the products and services that will enhance their quality of life. To play off of the example given above about the Black business owner who creates coily hair products, she’s giving her customers resources that will positively affect the way they view themselves. It’s important for minority business owners to provide their customers with the community, education, and resources they need to feel that they belong.
4 Reasons Online Community Building is Important for Brands
#1: Increased Exposure
Building an online community can help minority owned businesses reach a wider audience and attract new customers. When brands really put in the time to create customer loyalty and respect, their customers will notice. Words of mouth is one of the biggest ways minority owned businesses grow, because consumers are more likely to buy from a company that comes highly recommended from someone in their network.
#2: Customer Engagement
Taking the time to build a sense of community with your customers gives you a platform to engage with consumers and build relationships. This can help establish trust and foster loyalty—if people feel that you really care about their customer experience, this can lead to repeat business and positive word-of-mouth recommendations.
#3: Access to a Diverse Customer Base
The consumer base of a minority owned business is probably relatively diverse. The more a brand works to strengthen their online community, the more diverse their audience will become. This may help minority-owned businesses tap into new markets and increase their revenue.
#4: Empowerment
When minority-owned businesses put in the effort to share their experiences, collaborate, and truly connect with their customers, this can give an unmatched sense of empowerment. In a world where Fortune 500 companies dominate with inauthentic marketing, more and more people are looking for that sense of connection that comes when brands wear their hearts on their sleeves.