Creating Community Around Your Brand with Mark Schaefer
Mark Schaefer is a digital marketing consultant, a globally recognized keynote speaker, a futurist, a university educator, a renowned expert in marketing and personal branding, and the bestselling author of many books, including "Belonging to the Brand," "Marketing Rebellion," "Known," and "Audacious: How Humans Win in an AI Marketing World". His blog, {grow} is hailed as one of the top marketing blogs in the world and he is also the host of The Marketing Companion, one of the top 10 marketing podcasts on iTunes. He has also appeared on many national television shows and periodicals including the Wall Street Journal, Wired, The New York Times, CNN, National Public Radio (NPR), CNBC, the BBC, and CBS News, and he is a regular contributing columnist to The Harvard Business Review. Connect with Mark Schaeffer: https://www.linkedin.com/in/markwschaefer/ Buy the book, “Belonging to the Brand”: https://www.amazon.com/Belonging-Brand-Community-Marketing-Strategy-ebook/dp/B0BQCRN6JQ Blog: https://businessesgrow.com/ Podcast: The Marketing Companion Watch this episode on YouTube: https://youtu.be/-IKcl_my7vQ What if you could build a community around your brand or business? What if I told you that you can cultivate an engaged, supportive community of fans around your business where people clamor to buy anything you offer and never leave because your community is such an important part of their lives and identities? My guest, Mark Schaefer is the author of Belonging to the Brand, Why Community is the Last Great Marketing Strategy. In an age of AI and automation where even many global brands are losing market share and relevance, Mark believes that community is the last refuge for preserving our humanity and ensuring brands, businesses, and non-profits stand out. As Mark explains in his book, and as we discussed in this episode, building a community goes way beyond simply amassing a following. Social media followers and casual readers or viewers are a weak relational link. According to Mark Schaefer, the real magic happens when you’re able to bring people together so they connect to one another and find a sense of belonging within your brand community. Once you create a community, your organization becomes a home for your audience – a place where they find meaning. And, a sense of meaning is often what is missing from many people’s lives today. For all of our technological advancements and social progress, many people feel lonely or socially isolated. As Mark says in his book, we humans are “wired for community,” which can be hard to find in a world that is so virtual and where remote work is common. The demand for community has, perhaps, never been greater than at any time in human history. If you can help fulfill your audience’s need for belonging and community, then you will acquire a tribe of loyal supporters and repeat customers. According to Mark’s thesis, which I believe is correct, building a community is how organizations can make the greatest impact and drive the biggest outcomes if they’re willing to put in the time and work into making their community grow. Creating a community requires long-term thinking and an investment of time and energy, but it will pay off for those who commit to it, as Mark explains on the podcast and in his book. In this conversation, Mark and I spoke about the importance of community from both a marketing and a sociological perspective. He also shared interesting case studies of people who found success by building communities around their brands. From a business and marketing standpoint, having your own community on an owned channel also strengthens your brand long-term, dramatically increases customer loyalty and retention, and lessens your reliance on the whims of social media algorithms and changing markets. In this episode, we discussed his “Belonging to the Brand,” published in 2022, but you should also check out his new book that just came out, "Audacious: How Humans Win in an AI Marketing World." Connect with Mark Schaefer: https://www.linkedin.com/in/markwschaefer/ Buy the book, Belonging to the Brand: https://www.amazon.com/Belonging-Brand-Community-Marketing-Strategy-ebook/dp/B0BQCRN6JQ Learn more: https://businessesgrow.com/ Buy his new book, Audacious: How Humans Win in an AI Marketing World: https://www.amazon.com/Audacious-How-Humans-Marketing-World/dp/B0DSHRN3PC#:~:text=Mark%20Schaefer's%20%22Audacious%22%20is%20a,AI%20by%20a%20million%20watts. Mark Schaefer is a globally recognized keynote speaker, educator, business consultant, and author. His blog {grow} is hailed as one of the top marketing blogs in the world. Mark has worked in global sales, PR, and marketing positions for more than 30 years and provides consulting services as Executive Director of Schaefer Marketing Solutions. Mark has advanced degrees in marketing and organizational development, holds seven patents, and is a faculty member of the graduate studies program at Rutgers University. For three years, Mark studied under the late Peter Drucker (a world-renowned consultant and author known as the founder of modern management). He is one of the world’s most popular business-related keynote speakers, taking the stage at some of the largest industry and corporate conferences including SXSW, Dell World, the American Bar Association Annual Conference, and many others. He has spoken in 35 different countries. Mark is also well-known for developing corporate marketing strategies and marketing workshops. His clients range from successful start-ups to global brands such as Adidas, Johnson & Johnson, GE Life Sciences, Pfizer, The U.S. Air Force, and the UK Government. Mark is the bestselling author of ten other books: Belonging to the Brand: Why Community is the Last Great Marketing Strategy: This book was number one in both marketing and advertising categories and provides a spellbinding view of the future of marketing. Cumulative Advantage: How to Build Momentum for your Ideas, Business, and Life Against All Odds — This book explores the art and science of momentum Marketing Rebellion: The Most Human Company Wins — Some reviewers note this might be the most influential marketing book of the decade. KNOWN: How to Build and Unleash Your Personal Brand in the Digital Age — World’s number one book on personal branding. The Content Code — Named one of the top five marketing books of the year by INC Magazine. Social Media Explained — Essential primer on social media marketing. Return on Influence — First book ever written on influencer marketing. Named to the elite list of top academic titles of the year by the American Library Association, which declared it an “essential” and “pathfinding” book. Born to Blog — All-time bestselling book on blogging! LESSONS — Collection of essential essays on embracing chaos. The Tao of Twitter – Best-selling book on Twitter in the world. Mark’s books have been used as textbooks at more than 70 universities, have been translated into 15 languages, and can be found in more than 750 libraries worldwide. He is the founder and co-host of The Marketing Companion, one of the top 10 marketing podcasts on iTunes. The show has been downloaded more than 1.5 million times. Mark is also a popular and entertaining commentator and has appeared on many national television shows and periodicals including the Wall Street Journal, Wired, The New York Times, CNN, National Public Radio, CNBC, the BBC, and CBS News. He is a regular contributing columnist to The Harvard Business Review. Learn more: https://businessesgrow.com/
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