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Community building a strategic pillar for Product Marketing Manager

Cultivating Early Advocacy: The Power of Intentional Community Building

August 26, 2023 • Estimated Reading Time: 7 minutes

Hello Readers👋

Welcome to your free weekly edition of my newsletter. Every week I write on a key product marketing topic. I deep dive into the concepts and frameworks which will help you learn product marketing concepts and grow in your career.

In this weeks newsletter I deep dive into the concept of community building. Communities are integral to the success of any product and product marketing managers play a crucial role in developing communities

Index:

Introduction:

In 2015, as head of growth and product marketing for a leading online marketplace. I  got an opportunity to drive the launch of Exclusilvey.com an online marketplace for luxury products.

My challenge was to develop influence and advocacy for the platform. Growing a niche category is never easy, especially in online business. 

And developing a new category has its own inherent challenges. The perfect status quo, lack of awareness, lack of visibility on the improved outcome etc.

So what do I do?. Do we go all in and drive an expensive marketing campaign. This will give us visibility and also help in acquisition, but is it sustainable and does it create advocacy for the brand?

Define your objective:

As product marketing manager we are not only responsible for GTM but also growth, hence having clarity on key objectives will enable us to drive effective campaigns

After intense deliberation we decided to dive into the process of building a community around our platform. The objective was to engage early adopters, and develop advocates and get user feedback for our platform.

Our beta program involved a set of 40 designers and bloggers. They were encouraged to document their experience of the platform and were incentivised through a feedback loop which was transparent and constructive and showed results.

The sense of ownership allowed them to become advocates of the platform even before it was launched. This helped us create the initial community structure.

Be intentional 

As marketing managers, building a community serves many purposes. While gaming attracts users of all ages and demography, this is not the case with software products. 

Being intentional helps in initially identifying the core group of users you wish to have as part of the community. 

This early success led us to believe that having a stronger community around platform is critical for our growth and eventually become one of the key pillar of success for Exclusilvely.com during its early days as a leading luxury online marketplace

Product marketing and the importance of community

The relationship between community and product marketing managers is dynamic and symbiotic. While product marketing managers focus on positioning and promoting products, the community becomes an integral part of the overall marketing strategy. By fostering a vibrant community, product marketing managers can amplify their efforts, drive brand advocacy, and ensure long-term customer loyalty.

Community as a marketing strategy: Unveiling the Relevance

At the heart of community building lies its relevance to SaaS product marketing. A thriving community not only fosters a sense of belonging among users but also acts as a valuable platform for sharing insights, feedback, and innovative ideas. 

Through open dialogue and engagement, product marketing managers can tap into a goldmine of information that guides product development, enhances customer experiences, and drives customer acquisition.

Core Benefits of Community Building

The benefits of effective community building for SaaS product marketing managers are multifaceted. 

  • Brand credibility and authority. When users actively engage in discussions, share success stories, and seek advice within the community, it showcases the product's value and authenticity.

  • Effective customer success :. As users help each other troubleshoot issues, share best practices, and provide guidance, the workload on support staff is alleviated, enabling them to focus on more complex queries.

  • Foster innovation. The diversity of insights from users, ranging from industry veterans to newcomers, can spark novel ideas for feature enhancements, new offerings, and improved user experiences.

Community building lessons from gaming giants

Gaming industry has for long been the pioneer in community development. Multiple successful games have led the way in developing large and highly engaged communities around online games.

The three core elements are used by the gaming industry in developing gaming community are: 

  • Rewards and gratification

  • Storytelling

Drawing inspiration from the gaming industry, SaaS product marketing managers can integrate gamification elements to create engaging communities. 

Rewards and gratification

Gamification involves incorporating game-like features, rewards, and challenges to incentivise user participation. This approach capitalise on the human desire for achievement and recognition, fostering a sense of accomplishment and connection within the community.

Storytelling:

The gaming industry is renowned for its ability to captivate audiences through storytelling and engagement hooks. By examining successful games like Fortnite, World of Warcraft, and Minecraft, SaaS product marketing managers can glean insights into narrative-driven community building. Effective storytelling, intertwined with product experiences, forms emotional connections that resonate with users on a deeper level.

Community design framework: 

A well-structured community consists of foundational elements that pave the way for engagement and growth.

  • Foundation Layer: This layer focuses on creating a welcoming and user-friendly environment. Clear guidelines, easy navigation, and a friendly tone set the tone for constructive interactions.

  • Engaged Layer: Encouraging active participation is key. Polls, surveys, and discussions centered around relevant topics invigorate the community and enhance engagement.

Incorporating the community into product processes

Harnessing the potential of a community involves incorporating their insights into the product development cycle.

  • Guild Concept: Similar to guilds in gaming, SaaS product communities can be structured to enable users to collaborate, share knowledge, and collectively influence product evolution.

  • Voice and Identity: Establishing a community identity fosters a sense of belonging. Whether the product is in its early stages or well-established, giving the community a voice empowers users to shape its trajectory.

  • Scaling Strategies: As communities grow, scalability becomes paramount. Product marketing managers must strategize ways to maintain engagement and quality as the community expands.

Crafting a community narrative: SaaS and the Art of Storytelling

Effectively conveying the essence of a SaaS product through storytelling strengthens the community narrative.

  • Intentional Design: Similar to game mechanics, every community interaction should be intentionally designed for engagement and enjoyment.

  • Embracing Storytelling: Leveraging storytelling principles helps SaaS product marketing managers create narratives that resonate with users, fostering emotional connections.

Conclusion: Elevating SaaS Product Marketing through Community

Community building has evolved into a cornerstone of effective SaaS product marketing. By embracing the lessons from successful games, implementing gamification, and weaving compelling narratives, product marketing managers can foster engaged communities that drive product success. The convergence of innovation, collaboration, and engagement propels SaaS products beyond functional tools, transforming them into vibrant ecosystems that empower users and amplify brand influence.

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