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Growing a Business

Add a Beautiful Social Site to Your Instagram Link in Bio



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Start and grow your small business with a universal link in bio connecting customers to your various platforms, projects, and promotions. Introducing Social Site by GoDaddy: a beautiful, mobile-first home page for your brand.

Most everyday entrepreneurs would agree that social media platforms like Instagram, Facebook, Twitter and TikTok are the biggest drivers of traffic to their website or online shop. In terms of the traditional sales funnel, social platforms are fantastic for growing brand awareness, but when it’s time to move customers towards consideration and conversion (i.e. making the sale), you’ll need to lead them to your site, shop, catalogue, look-book, menu, or gallery. Or perhaps from one social platform to another. And what about blog posts, collaborations, previews, reviews, podcasts, competitions, virtual workshops…?

Your business can’t exist on an Instagram island. It’s worth doing all you can to connect your followers and potential customers on social media to different zones of activation, or deeper engagement.

In this article we’ll take a look at:

  • What a link in bio is and why it’s important to have.
  • Where your link in bio takes a customer or follower.
  • How to easily design a beautiful, branded Social Site in minutes.
  • How to add a unique, clickable link to a Social Site in your Instagram bio.
  • Tips for your link in bio and Social Site.
  • How a Social Site can help start and grow your small business.

What is a link in bio?

You’ve likely seen the phrase “link in io” popping up more and more in social posts — especially from brands with a product or service to sell. The reason for this is that platforms like TikTok and Instagram only give you space for one precious link in your profile bio to connect other parts of your online presence.

So, you either have to rotate the featured link in your profile bio, or you need tools designed to bring your online presence together, and help you grow from any of your social profiles.

A link in bio is therefore a single, universal link that you can add to your social media profile, and use it to redirect customers to any number of other online platforms or websites.

Whether it appears in your Instagram, TikTok, Twitter or Facebook bio, your email signature, or even just a text message, you can now create a single entry point to your brand’s universe.

Link in bio example

What is a Social Site?

This link in bio is of no use unless it connects to some kind of “switchboard” than can do all the redirecting.

It needs to take you somewhere, and then easily facilitate our ongoing exploration of your brand’s touch points.

This is precisely why GoDaddy has introduced Social Site, free to all existing customers. Within minutes, you can design and publish a beautiful mobile homepage for your brand, making your link in bio a one-stop destination for all your most important product, profiles, news, and content.

With your unique link you can:

  • Quickly and easily create a professional one-page site with customizable templates, fonts, and colors to match your brand.
  • Consolidate featured products, events, promotions and other relevant content in order of importance, and link to different social media platforms to engage more with your audience.
  • Use GoDaddy Studio’s image and video creation tools to help promote your Social Site to your audience. Your beautifully designed content can now drive more traffic, more efficiently.

Related: How to sell on Instagram: A complete guide for selling directly on Instagram

Why does your brand need a Social Site or a link in bio?

As a savvy everyday entrepreneur, your online presence is more than likely diversified across a few social and/or web platforms.

You also might have several things going on at the same time: a seasonal sale, the arrival of an exciting new product, a fresh blog post, a project you’re working on. Stoking all of these fires can be incredibly time consuming. It’s also hard to harness the collective impact of all your audiences and content across different profiles.

With a link in bio connected to a Social Site, you don’t have to worry about adding different links on different channels, or giving detailed instructions to followers how to find your content. Now you only need one link for all of your platforms; a universal link that will logically redirect any customer to exactly where they’d like to go.

Why a Social Site, and not a Website?

It’s definitely not a case of one or the other. Your Social Site could be a key connector between your social channels and your website. But more and more early-stage small business owners are starting out and growing their business primarily on social media platforms, as their customer base becomes increasingly mobile-first.

Evolving as they are towards direct selling, Instagram, Facebook, twitter, Pinterest and TikTok are often the launch pads for new small businesses — even before a basic website, as the traditional playbook suggests.

A simple, mobile-friendly home page with all your most important links in one place essentially functions in the same way as a website: a junction of all the different avenues that make up your online presence. But it’s much simpler.

For starters, you can have your Social Site up and running in minutes, without any design or website building skills. Websites can take a little time to navigate, and find specific products or information, whereas a Social Site is stripped down to the most vital info in a single view. It’s designed to quickly redirect your customers to exactly what they’re looking for.

Can I customize my Social Site?


Great design sets Social Site apart from other similar applications. Because this feature is activated within the GoDaddy Studio mobile app, you have access to all the images, graphics, and design tools that Studio offers.

This gives you the power to make your Social Site not only functional, but incredibly good looking too. Incorporate your brand’s logo, colors, and imagery to make your Social Site a beacon of your professional identity; something you can be proud of.

link in bio example

How it works:

  • Choose your favorite Social Site template.
  • Personalize your template with your profile pic.
  • Add your business name, logo and a description.
  • Choose your brand colors.
  • Select background images.
  • Link to all your social profiles and web platforms.
  • Create a free subdomain, and publish.

You also get to choose a unique URL for your free subdomain, so your brand’s name can feature in the link ( It’s what the humble business card always wished it could be.

How do I activate and create my free Social Site?

Social Site is a feature within the GoDaddy Studio app on iOS and Android, so to get started you’ll need to download the app and create an account (if you don’t already have one).

Once logged in, follow these instructions:

  1. In the main navigation bar (bottom of screen), tap Social Site.
  2. Tap Create a free site.
  3. Tap the template you want to start with.
  4. Customize your Social Site. You can:
    • Upload and add your own images, or choose images from our libraries.
    • Change the background color.
    • Change the text.
    • Change the font color. You won’t be able to change the font type or size yet, but look out for this in future versions of the app.
  5. Add your social media and other links. You can add up to 12 social media profiles, and as many other links as you like.
  6. When you’re happy with your Social Site, tap the Publish icon in the top right corner.
  7. Choose a unique link, by typing in your custom URL name within the domain
  8. Tap Continue. If the link you’ve chosen is already being used, we’ll let you know and you’ll need to choose a different link.

To save each change you make, tap the check icon in the top-right corner.

Top tip: Using a 9:16 wallpaper template or canvas, you might want to try designing a unique background with graphics in GoDaddy Studio.

Your site will be published immediately. You can then view it, or share it via social media. You can also copy your link and paste it into your social media bios manually, or tap Done if you’re not ready to share it yet.

Example of link in bio

Warning: You won’t be able to change the link to your Social Site later. To get a different link, you’ll have to delete your Social Site and create a new one.

What information should I add to my Social Site?

When you first set up your Social Site, we’ll guide you through adding key information about yourself or your business, and then linking to all your content. You can add links to up to 12 social media profiles, and as many other links as you want.

Some links will be evergreen (i.e. relevant at any time), like the link to your website or Twitter feed.

But your Social Site is also a space to promote current events in your world: your latest video on YouTube, or blog post on Medium, a limited-time offer on a product, a new drop, or your recent interview on a podcast.

We’d suggest keeping the most relevant and important links up at the top of your list, where the human eye will invariably land first. Try using clear calls-to-action (CTAs) for your links, enticing customers to click through.

So, rather than “Online Shop,” try “Buy Candles Now.” Similarly, “Explore my Work” invites us to view more than “Gallery” does, and “Book an appointment with Jenny” motivates an action far more than “Contact.”

Keep things as relevant and targeted as possible: Instead of a link button displaying “Blog,” try “On the Blog: 5 Rules for Investing in Crypto” and hook us with that story.

If there’s a specific item on sale this week, highlight it clearly in the link (“15% off jackets”) and take us directly there. This works particularly well when paired with social posts promoting the same news. Make us aware of the sale on jackets with a beautiful Instagram post, and then when we click your link in bio we can easily navigate directly to the jackets in your shop.

Streamlining your sales funnel this way will reduce customer drop-off rates, preventing them from getting lost or distracted somewhere between the Instagram post and the Shopping Cart.

You can update these links at any time, which is good idea to ensure your Social Site is a dynamic part of your content strategy.

It only takes minutes to modify or re-order these links whenever something new happens. Because it’s so easy to design and redesign, consider updating the background or colors from time to time too — perhaps in line with the seasonal marketing calendar, or any campaigns you’re running.

What do I do once I’ve created and published my Social Site?

You can add your unique Social Site link to anywhere you’re active online. Some logical starting points would be in all your social media bios, on your website, or in your email signature. You can also send it to someone via text or WhatsApp.

Anyone who taps on the link can easily find out more about you, and explore your latest content.

Who has access to a Social Site?

Anyone, basically. The new Social Site feature is available to all GoDaddy Studio users in all markets.

A larger selection of templates, images, and other content to customize your site is available to GoDaddy Studio Pro users.

If you don’t yet have the GoDaddy Studio app, you can download a free version right now on either iOS or Android. For existing GoDaddy Websites + Marketing users, GoDaddy Studio + Social Site is included with all free & paid subscriptions.

create your social site today

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Growing a Business

In Business, Image Matters. How to Improve Yours?



Your business may boast of excellent products and/or services. However, nowadays, excellent products and services simply aren’t enough to help a business survive and thrive in the long run. What your business also needs is a strong image – one that can help it stand out from its competitors.

But how exactly do you go about improving the image of your business? To know the answer to this question, read on as we take you through all the steps you can and must take to take your business forward towards success.

photo credit: August de Richeliu / Pexels

1. Face-to-face interactions with people

We may be living in the digital age, but nothing can beat face-to-face interactions when it comes to telling people about your business. Here are some ways through which you can inform people about your business and what it’s all about:

Meet people and start conversations

It’s unrealistic to expect that people will know about your business if you don’t reach out to them. So, start going out and attending events.

Business-centric open meetings and conferences would be the best place to start. At these events, you’ll run into several businessmen like yourself. You should make the most of these opportunities to start conversations with others from the world of business. This will gradually let people know about your business and the products and/or services it has to offer.

Prepare a pitch

When you meet potential customers, you have to be prepared to speak spontaneously about your business. At this juncture, it’s important that you don’t fumble or sound unconfident. After all, what you tell people about your business will form impressions in their minds – and you’d want those impressions to be positive, wouldn’t you?

This is where preparing a pitch can come in incredibly handy. Write it down first and then keep practicing it out loud, and make changes where necessary.

Participate in community events

Your local community is the first pillar of support for your business. So, get out there and try playing a role in all community events. At these events, you should promote your business in a friendly and welcoming manner.

This should encourage members of your local community to take an interest in your business and what it has to offer. Sure, this may not result in immediate sales, but it will definitely improve your business’s public visibility.

Businessman in a fancy coffee shop

2. Make your business appear professional

A surprising fact is that the modern-day consumer values professionalism more than the quality of products and services. Of course, product and service quality is important, but if your business lacks professionalism, it will lose out on customers.

So, to make your business appear professional, you can put the following steps into practice:

Invest in a business website

The internet is arguably the biggest platform for businesses nowadays, which is why you should invest in a dedicated website for your business. We recommend hiring professional web developers and designers to curate your business website. This will ensure that your website looks and feels professional.

Apart from setting up a website, you should also pay attention to its content. Quite simply, it should have all the information that your target audience may want to know, i.e., contact information and information about the business. Your business website should also have a blog with consistent posts. This can go a long way towards ensuring your expertise within your niche.

Set up a dedicated email account for your business

Using your personal email account as your business’s email account is nothing short of a criminal offense. That’s why you should set up a dedicated business email account. It’ll help you achieve consistency with your branding, and it’ll also allow your business to look professional to the people who subscribe to your business newsletters.

To set up a business email account, you need to first create a domain name and then get in touch with an email provider. Two of the best email providers out there include Office 365 for Business and Google Apps for Business. Both options provide business-class email along with features such as online storage and document editing. The best thing about these options is that they’re quite inexpensive.

Provide 24/7 Customer Service

These days, consumers expect the companies they buy products and services from to be available for them 24/7. Fortunately, the widely availble virtual assistant and reception services such as those provided by can do that for you – both on and off office hours – to any types and sizes of business, from freelancing digital nomads to multinational corporations.

Social media manager

3. Set up your social media for success

Social media platforms such as Twitter, Instagram and Facebook are excellent places to market your business and its products. Here are a few ways to make your business succeed on social media:

Create business profiles

On all major social media platforms, you have the option of setting up personal profiles and business profiles. It’s best to create the latter type of profile as it is designed specifically for business purposes.

During the setup process, make sure that you include relevant info in the bio sections. Don’t forget to add links to your official website and other social media handles as well.

Post relevant content regularly

All social media algorithms tend to favor accounts that post relevant content on a consistent basis. So, irrespective of the social media platforms you’re active on, make sure that you’re posting new content as much as possible.

Not posting regularly can limit your business account’s reach and stall its growth on social media.

Keep branding elements consistent across all platforms

If your Instagram page looks drastically different from your Facebook page, your target audience is bound to get confused. That’s why it’s vital to use similar branding elements across all social media platforms.

The branding elements you should focus on keeping consistent include your business’s logo, its imagery, and its voice, i.e., the tone of communicating with your audience.

Encourage users to engage with you on social media and interact with them: Through the use of call-to-action (CTA) messages, you can encourage your followers on social media to engage with your posts. You should also spare time to respond to your followers’ comments.

Business owner in the Portugal-based office
photo credit: Fauxels / Pexels


There are quite some things to consider in your endeavor to increase your buisness image. However, focusing on the three above is more than sufficient to get started: Meet people and tell the about your business; make an effort to be professional, especially in your online presence; and lastly, make use of social media platforms to your advantage.

Be sure to do a lot of trials-and-errors so that you can form the best practices for your company.

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Growing a Business

5 Ways to Control Your Inventory So It Doesn’t Control You



Managing inventory is a task that can make or break your small business. With too much inventory, profits suffer and storerooms overflow. With too little, items get back-ordered, customers get frustrated and business is lost. And striking a balance is hard, especially with disruptions to the global supply chain in the last few years causing delayed deliveries.

While you can’t control the supply chain, you can take steps to prevent common problems like product shortages and excess stock. Here’s how.

1. Stick to the story

Donna Daniel owns and operates three connected small businesses in Claremont, California: The Grove Clothing, The Grove Home and The Outdoor Store, which sell women’s clothing, home goods and unisex adventure-themed gear, respectively. To run all three of her stores, Daniel needs to keep an impressive variety and quantity of inventory in stock — and ensure it moves quickly to make room for seasonal items and new shipments.

To keep her inventory cohesive within each store, she arranges it in themed displays — or what she calls “stories” — which tie together dozens of different items to appeal to a color, season or activity.

“I don’t buy anything outside of the stories,” she says, which helps her collect data on sales and seasonal trends, and keeps her stock to what’s most likely to sell.

She keeps most of her inventory on the shop floor, with stock in each store’s backroom and larger items in a nearby storage unit. In the backrooms and warehouse, she stores items according to product type and size — not by story — so employees can easily restock displays and substitute a similar item if necessary.

2. Double down on your reliable inventory

“Just-in-time inventory is much more difficult to do today,” says Mark Baxa, president and CEO of the Council of Supply Chain Management Professionals, a global trade association for supply chain professionals. Baxa adds that since the supply chain is less stable than it was pre-pandemic, businesses may need to lean on their most reliable products and vendors.

Courtney Cowan, owner and founder of Los Angeles bakery Milk Jar Cookies, keeps supply needs and consumer demand stable with a very consistent product line. Her 16-flavor menu has “changed very little” in the bakery’s nine-year history, though she leaves room for a rare seasonal standout to join the rotation. Since her store pre-mixes and preserves dough in a deep freezer, she can ensure that her bestsellers are always in stock.

Though some businesses may prefer a bit more variety, in uncertain times — over-ordering on go-to products with a dependable profit margin can help fill the gaps and keep sales steady.

3. Keep products moving

Longtime retailers know that while running out of inventory is bad, having too much can be worse. “Too much backstock eats up all your capital,” Daniel says. She prevents this from happening by planning ahead and using sales sections to make room for new merchandise.

Daniel reorders seasonal inventory as far as a year ahead by using recent sales reports as a baseline. But with this commitment to hundreds of new products arriving every month, she makes sure that items don’t sit on shelves for more than a few weeks.

“I do not like merchandise hanging around,” she says, explaining that if an item isn’t clearing out quickly enough, she’ll move it to the sales rack and discount it until it’s gone.

Though selling an item for a fraction of its original price may seem painful, it may be worth doing to keep inventory moving and keep customers coming back for new products.

4. Get to know your supply chain

Especially in periods of supply chain disruption, getting to know your vendors can make a big difference in your day-to-day operations. “Hold your supplier base accountable,” Baxa says. He suggests finding the “shortest path” possible, including finding local and sustainable suppliers, to help ensure consistent, reliable supply.

Daniel follows the same principle, sourcing her inventory from mostly local vendors so she can pick up items instead of shipping. She weighs several factors, including production time, available quantity and shelf life to figure out how much to order and how often.

Cowan’s inventory is perishable, so she needs her wholesale ingredients to arrive on a tight schedule. Her bakery receives truck deliveries directly from the restaurant supplier Sysco and wholesale store Costco, which keeps her supply chain close to home.

“We keep it as centralized as possible,” Cowan says. For special ingredients like nuts and candy, she places advance orders with small online vendors.

Clear communication with vendors can help business owners figure out limitations, plan ahead and mitigate risk.

5. Use a point-of-sale system with inventory management tools

For the past five years, Daniel has been using Lightspeed, a POS system with standout inventory management tools. The software can track her inventory across all three of her stores, and it generates reports that help her analyze seasonal sales data and follow her businesses’ growth.

This data is essential for her to plan reorder points and determine which items will reliably sell. Especially with a small staff and multiple locations, an all-in-one POS system can help minimize costs and labor.

Best POS for inventory management

Lightspeed Retail POS

Cost: Software $69 per month (billed annually) and up. Hardware quote-based.

Lightspeed’s retail point-of-sale system is built for inventory management. It can keep detailed records of your products across multiple locations and set automatic reorder points, so you don’t run out. The software also offers employee and customer relationship management tools, as well as advanced analytics features on its higher-priced plans.

You have the option to use a third-party payment processor, or Lightspeed’s in-house processor with per-transaction fees at 2.6% plus 10 cents for swipe, dip and contactless payments and 2.6% plus 30 cents for keyed-in transactions.

Square for Retail

Cost: Software free and up. Hardware from free card reader to $799 terminal and up.

Square’s retail-specific POS software offers inventory management tools and multi-location capabilities as well. The free version has a variety of other useful features including reporting tools, customer and employee management. Email marketing, loyalty programs and payroll are available with a higher-priced plan or as a paid add-on.

Though its inventory management isn’t quite as deep as Lightspeed’s, Square’s user-friendly interface and accessible pricing make it a great choice for most retail businesses. Payment processing fees vary per plan, but with the free retail plan, costs are 2.6% plus 10 cents per in-person transaction, 2.9% plus 30 cents per online transaction and 3.5% plus 15 cents per keyed transaction.

Shopify POS

Cost: Software $29 to $299 and up. Hardware $49 and up.

Shopify’s point-of-sale system is geared for businesses that primarily sell online. The software tracks inventory, hides out-of-stock products on your website and offers basic inventory analysis. It also facilitates drop-shipping, curbside pickup and local delivery options, plus access to vendors and third-party applications.

Shopify helps businesses manage inventory across online and in-store locations. Its Pro version can create purchase orders, run inventory counts, perform advanced inventory analysis and generate low-stock reports. However, it’s not ideal for a business that only sells in store. Payment processing varies by plan, with in-person fees starting at 2.4% with Shopify POS Lite.


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Growing a Business

14 community management tips for meaningful connections with customers



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Community building blocks

The idea for sharing community management tips came to me about a year ago. That’s when I synced up with the GoDaddy Community team to host a webinar for small business owners. As hundreds of attendees rolled into the Zoom, I had a realization: “GoDaddy has a strong community.”

Behind every good brand and business, there’s a solid community of supporters, stakeholders, and sometimes, even haters.

But building a community and maintaining connections is one of the most misunderstood and least talked about topics within the small business world. For a business with fewer than five employees and a handful of customers, community building might seem like just another marketing tactic that is just out of reach.

To help small businesses build and manage an online community, I asked other business owners and marketers what community management tips they had for creating meaningful connections with customers.

14 community management tips to create meaningful customer connections

Given that creating and maintaining a strong community can help retain and attract customers, consider following these 14 community management tips:

  1. Be quick to address negative experiences
  2. Filter out spam
  3. Showcase success
  4. Send a postcard
  5. Get your customers involved in important decisions
  6. Bring Up topics that encourage engagement
  7. Provide talking points and engage with your community
  8. Engage regularly
  9. Be the face of your brand
  10. Choose a channel that works
  11. Create content that addresses customers’ specific needs
  12. Consider a brand ambassador program
  13. Reward loyalty
  14. Recognize the importance of inclusivity

Read on to learn more.

1. Be quick to address negative experiences

A bad customer experience can quickly escalate to a brand reputation crisis, and the company’s response must be fast to revert the situation.

Monitoring social channel mentions is an easy way to keep an eye on conversations surrounding your brand and detect potential concerns.

Once a customer posts a comment that threatens your brand reputation, listen, honestly apologize and be willing to solve the issue in the best possible way. Your unsatisfied customer will feel appreciated and perhaps even become a brand advocate.

-Rebeca Sena,

2. Filter out spam

The most important thing you should be doing in regards to community management is interacting with your community, and you cannot do that properly if you have to work through a bunch of spam. There are many programs out there, even some within the different social media sites, that can filter out spam in your comments and messages so you can focus on addressing your community. Plus, getting rid of the spam and moderating harmful comments creates a better space for your community to contact you through.

-Jacob Dayan, Community Tax

3. Showcase success

Develop case studies from your successful community members. This is a practical way of propagating the core values of your online community and encouraging new users to join your community.

The more these members contribute to the community, the more impact these case studies have. You can start by creating basic reports to identify the members who are actively contributing high-quality content, assisting other members, and elevating the community.

-Hasan Farahani, Yocale

4. Send a postcard

postcard with other travel items

Many of my customers spend $15–$20K on medical care in Latin America. I send my customers handwritten postcards to remind them of their journey, thank them for their business, and to stay engaged while they recover from procedures like dental implants or plastic surgery.

The cost in time and money is very low, but a human touch in the healthcare space is increasingly rare.

-Wesley Jacobs, Apollo Medical Travel

5. Get your customers involved in important decisions

Taking the time to follow up with your most active customers and getting their insights on important decisions makes them feel like their opinions are truly valued and cared for.

In the long run, this forges a strong connection between you and your audience that relies on more than simply a transaction.

An added benefit of doing this is that you may even get some eye-opening suggestions and creative ideas that could end up benefiting your business.

-Harry Morton, Lower Street 

6. Bring up topics that encourage engagement

Meaningful connections need to originate from a common source that offers a moment of relatability, which can further build brand trust. Social platforms offer numerous opportunities for these types of exchanges. When managing your social community, bring up topics that encourage engagement so you can connect on a level that goes beyond the basic company/customer relationship. In doing so, the consumer will feel more at ease to comment, ask questions and even provide more detailed feedback.

-Lindsay McCormick, Bite 

7. Provide talking points and engage with your community

It’s important to recognize that community management is an ongoing responsibility. If you want to see your community thrive, you must create opportunities for customers to voice their opinion, communicate with other community members and provide you with feedback. Finding success is contingent on your ability to encourage participation from users, so you must provide talking points and give them plenty of avenues to stay involved.

If you leave your community dormant without your administrative oversight, engagement will start to dwindle as fewer users initiate conversations and take part.

Communities rarely function autonomously, so be sure to play an active role as you connect with and safeguard your community.

This gives you a chance to speak with your customers on a personal level, helping you learn about their likes, dislikes, objections and pain points directly—all of which are crucial in building meaningful connections with customers.

-Mike Grossman, GoodHire

8. Engage regularly

The best community management tip is to engage regularly and don’t neglect questions or threads you didn’t start—even better if they aren’t getting a lot of feedback. If you’re lucky enough to have the opportunity to regularly interact with your customers, make sure you’re commenting often and have a badge next to your name letting them know you’re a moderator or part of the company. That will really cement that feeling of connection and letting members feel heard. Plus, we’ve found that a community manager can really breathe life into a topic by offering input and pushing it to the front of that community for more engagement.

-Sylvia Kang, Mira

9. Be the face of your brand

Revealing the human side of your brand is without a shadow of a doubt an efficient strategy to boost your customers’ connection. It conveys transparency and accountability, building a stronger human bond. Consumers tend to trust people more than a company, and showcasing real people will make you and your brand easier to remember and trust.

-Chiara Sternardi,

10. Choose a channel that works

social media apps on iphone

The best way to build an authentic community is to have everyone communicate using the same social media platform. Make that a crucial part of your strategy.

If it’s a professional audience that you’re going after, choose LinkedIn. If it’s a broader audience, use Facebook or Instagram. If it’s a young audience, try Snapchat or WhatsApp. If it’s a politically charged audience, maybe try Twitter.

YouTube is a great way to encourage people to watch videos that provide clear instructions on how a product or service works.

Users flock to YouTube for instructions on everything from how to change batteries on a device to playing scales on a guitar. The comment section can be useful for feedback purposes, and it also can be a way for customers to communicate with one another.

-Joel Jackson, Lifeforce

11. Create content that addresses customers’ specific needs

By creating audience and buyer personas based on different client categories, content marketers can create social content that speaks to people rather than just industries. Learn where your customers hang out online using your social media demographics. Then, narrow those results using audience research to help you define a specific audience and channel. You can then customize communications by researching the LinkedIn profiles of potential customers. Doing so will allow you to identify different stakeholders within the organization and determine their pain points. You can then create better content that addresses their challenges. But it’s all about finding an interesting angle for each segment.

Content that is too broad won’t result in authentic engagement with your followers.

Social media posts that offer helpful information are guaranteed to stand out in your clients’ feeds, resulting in more likes, shares and leads.

-Daniel Tejada, Straight Up Growth

12. Consider a brand ambassador program

A great way to create authentic connections with customers is with an acquisition and advocacy program like a brand ambassador program. For example, if a user can get five people to sign up for a service or product, they become an ambassador.

These brand ambassadors can help your business acquire new users. You can reward them with swag and access to special products or services … maybe even a special event!

-Jennifer Pieniazek, Resume Now

13. Reward loyalty

You can create meaningful connections by rewarding loyal customers to show how much you appreciate them. Just like any relationship, whether it’s personal or professional, people appreciate rewards. Show your customers that they matter and are top of mind in your decision-making. That’s how you create a stronger, more loyal customer base—one that will continue to pay attention for new initiatives and future rewards.

-Alyssa Berman-Waugh, Level Home, Inc.

14. Recognize the importance of inclusivity

To create meaningful connections with customers, recognize and accept diversities within your community. Each of your customers will differ in terms of their culture, orientation, ability and life experience. It’s imperative that you celebrate these differences and welcome input from individuals of all walks of life as you advocate for equity and inclusivity. This will develop your community’s reputation and attract diverse groups in greater numbers.

Communities that cater to just one group of people almost always become echo chambers, creating a suboptimal environment for connections to form and important discussions to take place.

By listening, asking questions, and welcoming input from diverse groups of individuals, you’ll cement your community as a welcoming place for diversity and insight to flourish.

In doing so, your ability to build a rapport and create meaningful, lasting connections with your customers will blossom.

-Patrick Casey, Felix

The community management tips used in this article were gathered using Terkel.
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