Ever wanted to create your very own online community where you can keep architects hooked?
But whatever you try falls flat…
You know what I’m talking about:
You post something great on LinkedIn, but the response is crickets. Or you host an event, and attendance is lackluster. It’s like throwing a party where no one shows up.
What if you could turn that around?
Imagine your community buzzing with activity, architects engaging passionately in every discussion. It’s not just possible → it’s doable.
Over the past 18 months, I’ve joined over 12 online groups.
Some are fantastic…
Some were just OK…
Some were free…
I paid $$ to join a few.
[And none of them had diddly to do with architecture.] 👌
Based on everything I learned from these expert marketers & SaaS founders, let’s see how to make your online space the go-to spot for architects…
Where every post sparks a conversation… and every event is a must-attend.
Buckle up, and let’s go!
Your online community playbook to set you apart from the pack
Today, we’re diving into the world of online communities.
But not just any community – one that helps you build stronger connections with architects.
And, if you choose to accept this mission, you’ll have some challenges to tackle. But don’t worry, I’ve got your back with solutions & action steps.
Let’s jump right in!
1. Engagement & Participation: It’s a Two-Way Street
Ever felt like you’re talking to a wall in other online forums or social media? We don’t want anyone to feel like that in your space…
Solutions:
- Encourage user-generated content and discussions by posing open-ended questions or challenges.
- Recognize & reward active members through shoutouts, badges, or featuring their contributions.
Action Steps: Set up a “Member of the Month” feature.
- ✔ Define selection criteria: Jot down what makes a standout member (i.e. frequent posts, quality contributions, or helpfulness?)
- ✔ Announce the program: Write an announcement highlighting the perks for participants.
- ✔ Promote & remind: Regularly remind the community about the program and encourage participation.
- ✔ Feature winners: Celebrate winners in a special post & share their contributions.
2. Content Creation: Keep It Fresh and Inclusive
Worried about struggling to keep up with content?
Solutions:
- Use a content calendar to plan and organize diverse content types, such as articles, Q&As, and product updates.
- Invite guest contributors, like industry experts or architects, to share insights and experiences.
Action Steps:
- ✔ Create a simple content calendar: Outline content types (articles, videos, Q&As) and schedule posting dates on a basic spreadsheet.
- ✔ List potential guest contributors: Identify architects, industry experts, or influencers who could contribute.
- ✔ Send invitations to guests: Draft a clear invitation explaining the benefits & potential topics.
- ✔ Promote guest posts: Share guest contributions across your community and other channels.
3. Moderation & Conflict Resolution: Keeping the Peace
No one likes drama, especially in an online community.
Solutions:
- Establish clear guidelines & enforce consistently to keep a respectful environment.
- Train moderators or assign community leaders to help monitor discussions & manage conflicts.
Action Steps:
- ✔ Craft clear community guidelines: Write straightforward guidelines that cover behavior, posting rules, and conflict resolution.
- ✔ Choose & train moderators: Select reliable community or team members as moderators and give them brief training on the guidelines & their roles.
- ✔ Announce guidelines: Inform your community about the new guidelines through a post, emphasizing their importance for a positive environment.
- ✔ Get feedback: Ask for members’ opinions on moderation & guidelines. Then refine.
4. Time & Resource Allocation: Work Smarter, Not Harder
Already feeling stretched thin? Work smart.
Solutions:
- Prioritize key activities that drive engagement and allocate specific time blocks for community management.
- Use automation tools for routine tasks like posting updates or moderating content.
Action Steps:
- ✔ Evaluate current activities: Identify the most effective community activities for engaging architects.
- ✔ Focus on high-impact tasks: Prioritize activities that bring the most value to your community, like engaging in discussions or valuable content sharing.
- ✔ Spot repetitive tasks: Identify time-consuming but necessary tasks like posting updates or sending reminders.
- ✔ Research, choose & start automating: Research and use the chosen tools; Start with simple tasks and expand their use gradually.
- ✔ Personal interaction: Use the extra time to engage, respond to comments, and take part in discussions.
5. Platform Choice & Technical Challenges: The Right Tools for the Job
Choosing the right platform can be a challenge.
Solutions:
- Research & select a platform that aligns with your audience’s preferences and community goals.
- Get tech support or hire a specialist for platform setup and troubleshooting.
Action Steps:
- ✔ Define your platform needs: Consider your community’s size, interaction types & needs.
- ✔ Research & compare platforms: Look into options like LinkedIn or Facebook Groups, Discord, or specialized platforms. Focus on features & usability. (Skool & Circle are two great ones I’ve been a community member of.)
- ✔ Test & gather feedback: Try out a few platforms and get input from a small group of members.
- ✔ Choose the best fit: Decide on the platform that aligns with your community’s needs.
- ✔ Get tech help: If needed, find IT support or use the platform’s customer service for setup and management.
6. Building Trust & Credibility: Honesty is the Best Policy
Want to be seen as the go-to source?
Solutions:
- Share valuable and authentic content regularly to establish expertise and thought leadership.
- Engage transparently and consistently with community members, addressing concerns and feedback.
Action Steps:
- ✔ Determine valuable content: Identify what architects find most valuable, like industry trends or design tips.
- ✔ Transparent communication: Give open, honest responses.
- ✔ Show real-world success: Share examples of your products or services in architectural projects.
- ✔ Show your expertise: Share your insights or experiences to showcase your knowledge.
7. Attracting the Right Audience: Hitting the Bullseye
Are you worried you won’t reach the right folks?
Solutions:
- Use targeted marketing strategies and SEO to reach and attract your desired demographic.
- Collaborate with industry influencers or partners to increase visibility and credibility among the target audience.
Action Steps:
- ✔ Identify ideal members: Define the ideal architects for your community, considering their architectural roles & interests.
- ✔ Targeted ads: Use ads on platforms frequented by architects, like LinkedIn or industry forums. Develop messages that appeal specifically to your ideal architect.
- ✔ Partner with influencers: Collaborate with influencers in the design field to reach their followers.
- ✔ SEO & content marketing: Use SEO and content marketing strategies to enhance online visibility.
- ✔ Test, test, test: Test your audience attraction efforts and adjust based on analytics.
8. Sustaining Interest Over Time: Keep ‘Em Coming Back for More
Keeping members interested is like keeping a TV show exciting season after season.
Solutions:
- Regularly introduce new topics, challenges, or formats to keep the content fresh & engaging.
- Ask members for feedback to understand their evolving interests and preferences, adapting the community accordingly.
Action Steps:
- ✔ Introduce fresh content: Regularly bring in new content like webinars, discussions on trends, and design challenges to cater to diverse interests.
- ✔ Engage with feedback: Use surveys or polls to determine member preferences and your content strategy.
- ✔ Highlight community contributions: Feature member projects, stories, or achievements to keep content engaging. And keep members feeling valued.
- ✔ Host interactive events: Plan and conduct regular online events like workshops or informal meet-ups to strengthen community bonds.
- ✔ Encourage member initiatives: Invite members to lead activities or discussions, adding a personal touch and variety to the community.
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So, after seeing some of the possible challenges of an online community and how to address them…
Do you think you want to get one started?
If you do, I’d love to join and help you test it out. Just let me know where to sign up.
And if you’re not ready, but want to explore some of the groups I’ve been in to see how they do things right, let me know. I’m happy to point you to them.
That’s all for this week.
Cheers to building more than just buildings,
Neil
P.S. Whenever you’re ready, here are 3 ways I can help you grow your building product business:
1) Hop on the wait list for my atomic course #1 on Lunch & Learns. It’s an “atomic course” because it’s short and focused on just 1 aspect of improving your lunch & learns. With course #1, we’ll start at the end, and you’ll get help improving your follow-up… I’ll make the course VERY affordable to those on the waiting list. Interested? Hop over to the contact form, put “Atomic L&L” in the subject line, and I’ll add you to the list.
2) Work 1-on-1 with me. If you’re a product rep serious about getting better at connecting with architects, I might be able to help you get there faster. Hop over to the contact form, put “1-on-1 Breakthrough” in the subject line, and I’ll get back to you with more details.
3) Team Training. If you’ve got a team of product reps who want to learn more about how an architect thinks and how they can build even better relationships, I can present to your team (Zoom or live) and do a Q&A session to field their toughest challenges. Hop over to the contact form, put “Stump the Architect Chump” in the subject line, and we can talk about it.