As a marketing team always on the lookout for the latest and greatest, it is easy to focus on the flashy stuff with tangible results — ads, reels, videos, posts, etc. There is something to be said about being active in community networks on social media.
We’re talking about local Facebook groups, LinkedIn communities, Reddit threads, and other local forums where real people connect with local business owners. This is a space where real conversations can happen, where questions are asked and solutions are provided. If you’re a business owner, being active in these spaces can do more for your brand than you might think.
Here’s why being present, not just visible, in community groups can be a serious power move for your business.
Trust is Built in Social Media Conversations, Not Campaigns
People are tired of being sold to. Commercials are on repeat everywhere. We see the same ads on our newsfeeds constantly. People are craving connection, and when that can’t happen in person, an active social group might be a good option.
The first thing to remember when being active as a business owner in a group is that anyone can see what you write. Our best advice is to steer clear of conversations that don’t have anything to do with your business. Avoid personal conversation and conflict. Instead, offer honest input, helpful advice, or encouragement on posts that relate to your business.
Position yourself as a trusted local resource offering friendly help or advice, not just someone trying to make a sale. Conversation leads to name recognition, thus leading to future business opportunities.
It’s Market Research… Without the Price Tag
“My neighbor’s lawn looks nice and green but mine is not. Help!”
“I have wasps flying around my house and am finding some inside it too. What can I do to mediate the problem?”
“I have family members coming into town for the weekend and want to take them to a nice, local restaurant that has something for everyone. Where should we go?”
Do these statements sound familiar to you if you are a part of local groups? When fellow followers reply to these questions, you really get to know what people think. Each example could be a great segway into a conversation with someone if your business specializes in a solution for them.
Landscaper reply – “Sorry to hear your lawn isn’t looking great yet this year. It still might be early in the season though. Give that grass some time to grow and allow the Earth to do it’s thing before putting chemicals into the ground.”
Pest Control Business reply – “Those wasps can be scary, especially if you have kids running around during this awesome weather! Do you know where the wasps are hanging out? Can you see a nest?”
Local Restaurant Owner reply – “Isn’t it awesome that we have so many great restaurants in town to choose from? I personally love taking out of town guests to XYZ, or ZYX.”
By paying attention and chiming in on these conversations, you’re gathering first-hand, real-time feedback that you can use to improve your messaging, your offerings, even your customer experience. Don’t speak initially from a business perspective. Speak from a neighbor talking to a neighbor offering FREE advice. Yes, free.
It Opens the Door to Meaningful Collaboration
Other business owners hang out in these spaces too and will see what you are saying. Whether they are competitors or just fellow business owners, you never know what will happen!
The restaurant owner reply above is a great example of a competitor giving a recommendation to another restaurant in town. Why wouldn’t a restaurant owner just say, “Come to my restaurant,” but instead is suggesting somewhere else?
The more you’re seen supporting others, the more support that can also come your way. Restaurant owners go out to eat at other restaurants. They enjoy the experience at other places, so it makes sense when Local Restaurant A says we love going to Local Restaurant B. In return, when Local Restaurant B owner wants to go somewhere, they will think of Restaurant A since they sent them some business!
Partnerships, joint ventures, event invites, and referral relationships all grow from mutual visibility and engagement.
Referrals Happen Where Relationships Live
The more value you add to a community, the more others will start to recommend you. Think of the businesses in your community that support youth sports. The team parents are more likely to suggest one of their team sponsors over someone they don’t have a relationship with because they help out locally.
If you’re active and helpful with a group, organization, team, guess what? You’re getting tagged so others can support you in return. That’s powerful and valuable because organic word-of-mouth marketing is truly something you can’t buy.
Position Yourself as an Expert
As a business owner, it can be hard to turn off the sales pitch. But when you offer advice as the expert, without the sales pitch, you can become the natural go-to in the community. People notice these things. Your name will stick and when they need a product or service like yours, you’re top of mind.
That kind of authority can’t be faked—it has to be earned. No commercial or reel can portray authentic knowledge without the call to action. Community involvement helps you share your knowledge and earn the respect without the call to action.
The Bottom Line
There are many different ways to get your business name into the community. Local community groups on social media is just one way that you can position yourself as the expert. It can be time consuming, repetitive and can often times feel like you are just giving away advice for free, but that is the point!
We believe that no business grows in isolation. The brands that win long-term are the ones who build relationships, not just followers. Take a look at who sponsors the local youth baseball team, who buys pizza for the lady’s group in town, or sponsors the summer concert series that everyone likes to attend. Community networking is a strategy and is one of the most authentic, cost-effective ways to grow your business in today’s digital age.
If you’re not sure how to show up in your local or industry communities, we can help guide your strategy. Reach out to learn how to make your presence count.