{"id":722,"date":"2023-03-24T12:32:39","date_gmt":"2023-03-24T12:32:39","guid":{"rendered":"https:\/\/ukti.co.in\/blog\/?p=722"},"modified":"2023-05-05T06:27:57","modified_gmt":"2023-05-05T06:27:57","slug":"community-led-growth-for-product-success","status":"publish","type":"post","link":"https:\/\/ukti.co.in\/blog\/2023\/03\/24\/community-led-growth-for-product-success\/","title":{"rendered":"Community-Led Growth: A Sure-Fire Way to Product Success"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\"><strong>Age-old African wisdom states, <em>\u201cIf you want to go quickly, go alone. If you want to go far, go together.\u201d <\/em>Today, marketers have realized that community-led growth is the only way to go far.\u00a0<\/strong><\/h4>\n\n\n\n<p>While <a href=\"https:\/\/ukti.co.in\/blog\/2022\/11\/09\/why-saas-content-needs-to-be-product-led-content\/\" target=\"_blank\" rel=\"noopener\" title=\"\">product-led growth strategies<\/a> work wonderfully, they are just the first step. Augment your product-led growth with community-led growth, and you have a win-win situation all around.\u00a0<\/p>\n\n\n\n<p>Let us dive in and understand what community-led growth is and how it connects with product-led growth.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-aioseo-table-of-contents\"><ul><li><a href=\"#aioseo-what-is-community-led-growth\">What is Community-Led Growth?<\/a><\/li><li><a href=\"#aioseo-community-led-growth-and-product-led-growth\">Community-Led Growth and Product-Led Growth<\/a><\/li><li><a href=\"#aioseo-what-defines-a-community\">What Defines a Community?<\/a><\/li><li><a href=\"#aioseo-example-of-community-led-growth-moz\">Example of Community-Led Growth &#8211; MOZ<\/a><\/li><li><a href=\"#aioseo-heres-another-example-of-community-led-growth-hubspot\">Here\u2019s Another Example of Community-Led Growth: HubSpot<\/a><\/li><li><a href=\"#aioseo-how-to-build-a-brand-community-of-your-own\">How to Build a Brand Community of Your Own<\/a><ul><li><a href=\"#aioseo-1-plan\">#1 Plan!<\/a><\/li><li><a href=\"#aioseo-2-define-guidelines-for-the-community\">#2 Define guidelines for the community<\/a><\/li><li><a href=\"#aioseo-3-define-the-purpose-of-your-community\">#3 Define the purpose of your community<\/a><\/li><li><a href=\"#aioseo-4-encourage-users-to-interact\">#4 Encourage users to interact<\/a><\/li><\/ul><\/li><li><a href=\"#aioseo-final-thoughts\">Final thoughts<\/a><\/li><\/ul><\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"aioseo-what-is-community-led-growth\"><strong>What is Community-Led Growth?<\/strong><\/h2>\n\n\n\n<p>So, you\u2019ve created an awesome product to solve your customer\u2019s problems and found your <a href=\"https:\/\/ukti.co.in\/blog\/2022\/11\/23\/after-product-market-fit-find-your-content-market-fit\/\" target=\"_blank\" rel=\"noopener\" title=\"\">product-market fit<\/a>. You know how it is designed, how it works, and how to use it. You spend valuable hours selling, upselling, nurturing, and pleasing your customers with <a href=\"https:\/\/ukti.co.in\/blog\/2022\/09\/03\/why-original-content-matters-now-more-than-ever-and-how-to-do-it-right\/\" target=\"_blank\" rel=\"noopener\" title=\"\">original content<\/a>.&nbsp;<\/p>\n\n\n\n<p><em><strong>But have you considered how your customers experience the same product?&nbsp;<\/strong><\/em><\/p>\n\n\n\n<p>Now, suppose all your customers and potential customers have a community where they connect based on one shared interest: your product. This can be an online community on Facebook, a Quora space, or a Q&amp;A forum on your website. Having such a space carved out can be incredibly helpful for you and for them.&nbsp;<\/p>\n\n\n\n<p>Consider the following situations:<\/p>\n\n\n\n<ul>\n<li>User A loves your product and wants everyone in the community to know how he uses it. Several others chime in, sharing their unique experiences.&nbsp;<\/li>\n\n\n\n<li>User B is a new customer and has trouble figuring out a specific feature of your product. He posts on your community\u2019s platform and gets hundreds of replies that help him troubleshoot.&nbsp;<\/li>\n\n\n\n<li>User C posts which feature he would like in your product, and everyone else agrees enthusiastically.&nbsp;<\/li>\n\n\n\n<li>User D has not purchased your product yet, but reading reviews and opinions on the community forum encourages them to do so.&nbsp;<\/li>\n\n\n\n<li>An industry expert from your team does an AMA (Ask Me Anything) session in the community where users can ask their burning questions directly to them.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Observing posts like these as a marketer can open a goldmine of insights for you. At a glance, you will be able to figure out accurately:<\/p>\n\n\n\n<ul>\n<li>Which are the best features of your product.&nbsp;<\/li>\n\n\n\n<li>Which features are hard to understand or access for users.&nbsp;<\/li>\n\n\n\n<li>What you can do to make the product better for your users.&nbsp;<\/li>\n\n\n\n<li>What are new or potential customers looking for<\/li>\n<\/ul>\n\n\n\n<p>You will also <a href=\"https:\/\/ukti.co.in\/blog\/2022\/10\/01\/how-to-never-run-out-of-content-ideas-for-your-saas-blog\/\" target=\"_blank\" rel=\"noopener\" title=\"\">never run out of content ideas<\/a> and know exactly what makes your audience tick.&nbsp;<\/p>\n\n\n\n<p>As your community builds up and the ideas pool in, your company also has the opportunity for growth. This is community-led growth!&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"aioseo-community-led-growth-and-product-led-growth\"><strong>Community-Led Growth and Product-Led Growth<\/strong><\/h2>\n\n\n\n<p>Are community-led growth and product-led growth mutually exclusive? No. While both provide a unique value to your brand, they must complement each other.&nbsp;<\/p>\n\n\n\n<p>Product-Led growth helps you leverage product usage and user experience to:<\/p>\n\n\n\n<ul>\n<li>acquire new users<\/li>\n\n\n\n<li>increase customer retention<\/li>\n\n\n\n<li>boost customer lifetime value (CLTV)<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-1\">\n<div class=\"wp-block-button is-style-outline\"><a class=\"wp-block-button__link has-luminous-vivid-amber-to-luminous-vivid-orange-gradient-background has-background wp-element-button\" href=\"https:\/\/ukti.co.in\/contact.php\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Book a free, 15-min content call!<\/strong><\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>Community-Led growth is naturally the next step where you build and nurture a community of users, and this community impacts product development for the years to come.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"576\" src=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-9-1024x576.png\" alt=\"Influence of product-led and community-led strategies on product growth\" class=\"wp-image-728\" srcset=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-9-1024x576.png 1024w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-9-300x169.png 300w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-9-768x432.png 768w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-9.png 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/www.chameleon.io\/blog\/community-led-growth#are-product-led-and-community-led-approaches-mutually-exclusive\" target=\"_blank\" rel=\"noopener\" title=\"\">Source<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"aioseo-what-defines-a-community\"><strong>What Defines a Community?<\/strong><\/h2>\n\n\n\n<p>In this context, the community is an umbrella term for all the users of your product or people who may be associated with your product. But, \u2018specific is terrific\u2019 in SaaS. So, it helps to define a community for yourself.&nbsp;<\/p>\n\n\n\n<p>Here are some directions you can think in while defining your community:&nbsp;<\/p>\n\n\n\n<ul>\n<li>Product-oriented (offering self-serve support, office hours, forum, etc.)&nbsp;<\/li>\n\n\n\n<li>Support-oriented newsletters, podcasts, webinars, live events<\/li>\n\n\n\n<li>Topic-oriented (offering peer support, AMA sessions, expert insights, etc.)&nbsp;&nbsp;<\/li>\n\n\n\n<li>Profession-oriented (offering career guidance, educational resources, job boards, etc.)<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"aioseo-example-of-community-led-growth-moz\"><strong>Example of Community-Led Growth &#8211; MOZ<\/strong><\/h2>\n\n\n\n<p>The MOZ community project was started in 2017. Since then, it has grown into a thriving community of more than 5 lakh digital marketers. The community\u2019s welcome message states: <\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p class=\"has-global-color-8-background-color has-background\"><em>\u201c<\/em><strong><em>Connect with marketers &amp; strengthen your SEO chops in a welcoming environment!\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"975\" height=\"387\" src=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-6.png\" alt=\"Moz community landing page\" class=\"wp-image-725\" srcset=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-6.png 975w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-6-300x119.png 300w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-6-768x305.png 768w\" sizes=\"(max-width: 975px) 100vw, 975px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"886\" height=\"576\" src=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-7.png\" alt=\"Moz community landing page\" class=\"wp-image-726\" srcset=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-7.png 886w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-7-300x195.png 300w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-7-768x499.png 768w\" sizes=\"(max-width: 886px) 100vw, 886px\" \/><\/figure>\n\n\n\n<p>Erica McGillivray, one of the community managers at MOZ, has shared her recipe for success.&nbsp;<\/p>\n\n\n\n<p>According to Erica, you must first find out what you are passionate about in your industry. Then, understand the \u201cwhy\u201d of your brand to know what defines your audience and what doesn\u2019t. And then, write about it! It is also vital to be active.&nbsp;<\/p>\n\n\n\n<p>And as for community management, she states:\u00a0<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p class=\"has-global-color-8-background-color has-background\"><strong><em>\u201cHave community standards and be responsible for responding to and moderating comments on your blog. Promote it and be patient.\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"aioseo-heres-another-example-of-community-led-growth-hubspot\"><strong>Here\u2019s Another Example of Community-Led Growth: HubSpot<\/strong><\/h2>\n\n\n\n<p>If you are a digital marketer, you know the sheer prowess of HubSpot. From cutting-edge tools to information-rich blogs, they have carved out a space on the Interweb like no other brand. But did you know they have a community-led initiative as well?\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"812\" height=\"491\" src=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-8.png\" alt=\"Hubspot community page\" class=\"wp-image-727\" srcset=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-8.png 812w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-8-300x181.png 300w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-8-768x464.png 768w\" sizes=\"(max-width: 812px) 100vw, 812px\" \/><\/figure>\n\n\n\n<p>Just have a look at their community page, and you will see how they highlight all the important stuff to attract new members to their already thriving community. For example, here is how they let newcomers know what\u2019s going on:&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"475\" src=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-5-1024x475.png\" alt=\"Round up of popular conversations on HubSpot community\" class=\"wp-image-724\" srcset=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-5-1024x475.png 1024w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-5-300x139.png 300w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-5-768x356.png 768w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-5.png 1066w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"aioseo-how-to-build-a-brand-community-of-your-own\"><strong>How to Build a Brand Community of Your Own<\/strong><\/h2>\n\n\n\n<p>If you want to take inspiration from MOZ and HubSpot and kickstart your community, here is what you should do.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"aioseo-1-plan\"><strong>#1 Plan!<\/strong><\/h3>\n\n\n\n<p>Understand what your community will do, how it will operate, and what type of ideas will come from it. If you skip this step, you will end up with crickets and tumbleweeds.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"aioseo-2-define-guidelines-for-the-community\"><strong>#2 Define guidelines for the community<\/strong><\/h3>\n\n\n\n<p>Define your community\u2019s environment to keep the discussion relevant to your product, services, brand, and user base. Define clear community guidelines, assign admins, and have a dedicated team of moderators.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"410\" height=\"1024\" src=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-10-410x1024.png\" alt=\"How to build a brand community\" class=\"wp-image-729\" srcset=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-10-410x1024.png 410w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-10-120x300.png 120w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/03\/image-10.png 640w\" sizes=\"(max-width: 410px) 100vw, 410px\" \/><figcaption class=\"wp-element-caption\">How to build a brand community of your own<\/figcaption><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"aioseo-3-define-the-purpose-of-your-community\"><strong>#3 Define the purpose of your community<\/strong><\/h3>\n\n\n\n<p>Why are you creating this community? Jot down the purpose of the online space and stick to it.&nbsp;<\/p>\n\n\n\n<p>Of course, you can have several purposes. But be clear about what is allowed and what is off-limits. You do not want users sharing news about your competitors, irrelevant products, or thing they\u2019d rather post on their Facebook profiles.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"aioseo-4-encourage-users-to-interact\"><strong>#4 Encourage users to interact<\/strong><\/h3>\n\n\n\n<p>Over time, communities are bound to grow and develop an ecosystem of their own. But you can accelerate its growth by promoting user interactions, having one-on-one interactions with users, and nurturing relationships.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"aioseo-final-thoughts\"><strong>Final thoughts<\/strong><\/h2>\n\n\n\n<p>Are you ready to create your own community? Go ahead, and leverage your user base.&nbsp;<\/p>\n\n\n\n<p>If you liked this article, check out other articles about how to nail product-led growth and how to find content-market fit.&nbsp;<\/p>\n\n\n\n<p><strong>About the Author<\/strong><\/p>\n\n\n<div class=\"wp-block-post-author-biography\">Deepika Pundora is the founder of Ukti &#8211; a B2B SaaS content writing agency.<\/div>","protected":false},"excerpt":{"rendered":"<p>If you are looking for a successful go-to-market strategy, consider community-led growth. It is a surefire way to achieve product success.<\/p>\n","protected":false},"author":1,"featured_media":723,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[29],"tags":[52,64],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts\/722"}],"collection":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/comments?post=722"}],"version-history":[{"count":8,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts\/722\/revisions"}],"predecessor-version":[{"id":1029,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts\/722\/revisions\/1029"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/media\/723"}],"wp:attachment":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/media?parent=722"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/categories?post=722"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/tags?post=722"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}