What's a micro-community, and why should you create one

Two businesses are selling similar goods, but one of them has a higher growth rate, and is attracting better customers, growing rapidly into new markets.

What's the main difference between these two? The first has a micro-community in which customers hang out and share opinions, basically telling company owners what features and add-ons they want.

If you're looking to establish quality relationships with clients, increase leads conversion speed and offer the best value to your target audience, a niche community is exactly what you require. Although they may seem tiny (as the word "micro" indicates) however they offer big benefits to companies and consumers alike.

Wondering what micro-communities are and ways to utilize them to create impact and increase your sales? Follow us to get a quick, but thorough overview.

What is a micro-community?

micro-communities are exclusive, highly-focused online groups that are managed by businesses to assist clients or potential customers. While micro-communities may be small (up to 100 people), "micro" doesn't necessarily indicate the number of members in the community. However, "micro" refers to the small or specific focus of the community rather than the size of the community.

A few examples of micro-communities

Micro-communities are available in a broad array of forms and styles. The way you organize and structure your personal micro-community is contingent on your purpose for the group. This is a bit of inspiration for you...

Glossier's communities of customers

Glossier, fondly known as"the "people-powered beauty ecosystem," has mastered the art of staying connected to its customers. They do this by inviting top customers to Slack group discussions which allow them to be active and remain connected.

The groups are hyper-localized, and members exchange over 1,100 messages weekly, creating a feedback loop from Glossier's most engaged fans.

Doodle Institute's members clubhouse

Doodle Institute provides online classes that instruct people on how to draw. Participants receive a basic education during the course. Then, as a bonus the students are also granted access the Doodle Clubhouse.

The Clubhouse gives students the opportunity to have a secure space to ask questions, share their artwork, and connect with fellow doodlers.

MyYogaPal's Community

MyYogaPal helps individuals connect with their own self as well as their yoga routine. The site also provides a yoga community where students are able to connect with individuals who share a passion for yoga.

The main benefits of a micro-community

Micro-communities encourage feedback

Micro-communities are typically informal and intimate and are a safe space where people are able to share their thoughts and aspirations. This makes them an effective method of gathering real feedback about your products or service.

A study by Zak discovered that 60% of people under 30 prefer sharing their opinions in safe spaces like private groups and are less comfortable chatting in open forums. This isn't just an age-related concern. If a group is comprised of people "like me," individuals tend to feel more confident in sharing their opinions.

If you build a small community where customers are heard (and engaged) They're much more likely to express their thoughts and experiences.

Hot tip: Don't let good feedback be wasted. Do something about it. clients will feel more valued and appreciated, similar to this customer of Payment processor Stripe.

From anonymity to connection

Sometimes, it's difficult to put a face to an individual's name when you're receiving reviews from your customers on the Internet. Although Google reviews and the comments posted in public forums provide an excellent source of testimonials for your business, they may not be the same as you believe they could be. There are people on forums who aren't part of your ideal customer profile, the one that you could learn the most from.

However, if you establish an online community for 100 of your best customers, you'll be able to rest assured that you can count on their comments.

As you engage with them in the community You'll begin to get familiar with the people. It will become clear what the goals they have, and the things they're trying to achieve. Based on this knowledge you'll be able develop new features and products to help them reach their objectives.

Establish a mutually beneficial and supportive community of support

As community members share similar objectives and desires, they can form solid bonds. In turn, they'll support each other which makes your work more efficient.

If your customers post a query about your product or service in a micro-community, the most likely, they'll get responses from a variety of like-minded people who want to share their own experiences, ideas, and stories.

They are rich and engaging interactions that revolve around your brand, a win-win for your business and the people who follow you.

Why start a micro-community?

We've talked about how micro-communities are a valuable addition to every business. But you might still think about whether a community is the perfect fit for you. In order to make the decision easier, here are the three main reasons to think about setting up the micro-community.

It's more than just a service provider.

If you can make your clients feel connected (through a micro focus community or any other way), you become more than a recognizable name or a popular celebrity. Communities allow you to build genuine relationships with your customers, increasing the sense of belonging as well as loyalty.

You're now seen as a friend or mentor rather than just another course creator. That expands your network, making it easier to design and promote new products.

It's much easier to accommodate multiple customer types.

Micro-communities can be a fantastic option for serving customers from multiple industries or specific niche.

As an example, say you do corporate training for big companies. You also sell self-guided training courses which teach the same material to individuals. Instead of creating a single community which doesn't meet the needs of both audiences efficiently, it is possible to develop a separate community for each segment.

The focus of your business can be on the needs of your customers, and customize content to meet the needs of your customers. Thus, each group will get the support that's most helpful for them.

It acts as social evidence.

Micro-communities offer " social proof" to your business. Once someone signs up to your group, they see others' posts and the respect they show for you. If they didn't know you in advance it will be easy for them to see that you're a leader who is reliable.

The positive vibe is infectious. New members will quickly absorb the positive energy of the community and take on the same optimistic attitude. Note, if your product is in trouble or your business comes under fire for ethical conduct (may this not be the case), communities can become a place for venting frustrations.

What can micro-communities do to grow into something bigger?

In the event that you set up a micro-community and provide customers a safe place to connect with you as well as the other members, it builds loyalty.

In the business world, loyalty is worth more than gold. It's one thing that can't be purchased, regardless of how much you spend on marketing.

Customers who are loyal to you are not only more likely to buy from you, but they're also more likely to speak fondly of your goods and services with other people who are similar to them which can increase your revenue.

By fostering loyalty and improving the customer experience, micro-communities can become the growth engine for your company, which can lead to increased customer retention, new customers, and even fantastic ideas for innovative goods and services that people are looking for!

Here's one illustration of how to expand a micro-community and make it more substantial.

In the group, discuss your ideas for the course. Test your content on the group members, and get their comments. When you have a clear understanding of what the group members want, you'll be able to design the course you want to offer.

It is possible to use the group to serve as an incubator for different services too. When you have released your course, invite your best students to join the micro-community. Invite them to offer their feedback about your course. You can also seek their feedback as you create your next course.

Then, you can establish a spin-off social network in which all your students engage with one another, work through the course material together as well as answer each other's concerns.

Start building your micro-community

Are you convinced of the potential and potential of micro-communities? If so, the next step is to create one. Below are our recommendations to help you get going:

Decide on your approach. You could either start micro-communities yourself or work with influential people. Influencers already have an active audience, but making your own micro-community can make your micro-community appear more substantial.

Invite members. Spread the word about your community. Invite people who can assist you in creating the positive, active environment you envision.

Nurture relationships in your niche community. Make sure to engage with the members. Be present and accessible. It's also beneficial to offer them the first look at new services and products. Give them a sense of exclusivity by giving them exclusive access.

Make it enjoyable and engaging. Be empathetic, friendly and focused. The group shouldn't be used to promote sales and marketing. The focus is creating relationships and sharing information.

It was specifically designed for entrepreneurs, so you can create your own community, classes, and coaching on the same business-building platform.

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