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Community BuildingPlaying to your local strengths
Incredible Marketing
Drew Leahy
“Before you promise to change the world, it makes sense to do the hard work
of changing your neighborhood.”
– Seth Godin
“Community building means taking advantage of your local strengths to cultivate a
loyal audience in your own backyard.”
Mama gonna
knock you out.
It’s thinking like a small business, not a big business
It’s Emphasizing shared values
It’s creating an “In-Group” (social identity theory)
It’s establishing something meaningful at the core of your business beyond money
It’s engaging your local audience (the only one that matters)
How?
Cultivate a local audience
● “Ultherapy & Neocutis Event: July 14th, 2015 ”
● “Introducing Laser Tattoo Removal”
● “20% OFF Injectable Party, April 11th”
● “Welcome Lindsay, Our New Aesthetician!”
News & Specials (25%)
● Local events or news
● Commentary on local politics and economy
● Photo Journal: “local photo of the week”
● Patient feature: local residents share their industry-local tips
● Announcements: sponsored charity event, food drive, soup kitchen
Pure Local (25%)
● “Man-Power: Botox For Men”
● “How To Choose The Right Injectable”
● “Lipo Vs. Tickle Lipo: What’s The Difference?”
● “Consciously Plastic: Gwyneth Paltrow Had Recent Plastic Surgery ”
● “Full Tummy Tuck Vs. Mini Tummy Tuck”
Pure Industry (25%)
● “7 Moderate Hikes in Denver For People With Venous Deficiency ”
● “19 Unique Ways To Lose Weight in Miami”
● “Skin Care Tips Only A Northerner Would Understand”
● “Why New Yorker’s Do Aging Better”
● “9 Foods That Turn Back The Hands Of Time (and where to find them in Orange County)”
Industry-Local (25%)
Co-produce content with other businesses
● 4-6 Chapters
● Split authorship
● You post their chapters on your site, they post yours on their site
● Both use PDF guide for lead capture, email campaigns, social posts
Contribute your goodwill
1. Host a local event #instameet
#streetcleanup#instameet
2. Sponsor a local fundraiser
3. Donate your time to a local charity
F*ck Cancer Foundation (Orange County)
4. Offer a scholarship
Like, noooo way, bud! Gnarly!
Hyper-personalize your patients’ experience
Handwritten thank you cards
Post-Op Phone Calls (from you, Doc)
Meet local journalists & write for local publications
“Is that who you spell botulinum
toxin? Botch-u-line-um...”
Start an exclusive“Ambassador” members-
only group
● 20-25 of your best patients
● Meet once a month for an exclusive dinner party
● Allowed to bring one friend to dinner meeting
● Let your Ambassador club brainstorm ideas for business development within the community
● Utilize your patients’ network to build your own connections (they’ll have a ton in your locale)
● Give the an exclusive “members-only card
How can you fail?
Authenticity
Consistency
Patience
“Small is the new big, if you act that way.”
Key takeaways- Communities grow and form when there is something meaningful at the core of
the business beyond money.
- There has to be passion and authenticity at your core to attract and foster a
community around your brand.
- Community building is thinking about the people who care, not the masses.
- You’re a local business, so start acting like one. It’s where the opportunities
reside.
- Attract a stronger community -> grow your audience -> increase your bottom
line