Vickie Sullivan

Market Strategy for Thought Leaders

Resources  >> 2-step Approach to Serve Your Community

Written by: Vickie Sullivan  |  June 30, 2020

2-step Approach to Serve Your Community

2-step Approach to Serve Your Community
iStock.com/siraanamwong

When you operate in competitive markets, it pays to keep your community engaged and loyal. According to a recent article in AdWeek, Pinterest is going all in supporting their content “creators.”

Yes, software (I’m looking at you, HubSpot) and social media companies have turbo-charged education efforts to help customers use their service lines better. Two interesting things about this development:

• How they define creators. It’s a combination of aspiration and appreciation. So, ask yourself: Have you defined your community? If so, what attributes do you use?


Listen: How to Position Your Community


• Partnerships. It’s one thing to provide education. It’s another to offer your community tools. But if you don’t have tools, you need a partner who does. The key attraction here: access. So, ask yourself: Who can I partner with to give more access to my group?

Both of these strategies work for one reason: They promote aspiration and support with practical tools. This one-two punch goes beyond standard education efforts. And it creates goodwill with potential clients before they even buy from us.


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