What is community marketing?

Marketing is no longer just about broadcasting your message to as many people as possible, you need to be listening, engaging, and building real connections with your audience. That’s where community marketing comes in. 

By treating your audience as collaborators rather than passive consumers, you can create a brand that not only reflects your vision but also resonates deeply with the people who matter most. In fact, 90% of social media marketers say building an active online community is crucial to a successful social media strategy, and we are going one step further. We think it's crucial to building a successful brand. 

In this article, we’ll explore what community marketing is, why it works, and how you can start using it to shape your brand.

What is community marketing?

Community marketing is about turning your audience into an active part of your brand’s journey. At its core, it means using your existing social base, and other channels like LinkedIn, email polls, or customer forums, to have genuine conversations with people about what they want your brand to be. 

Think of it as a focus group, not just for your products, but for your company as a whole: your tone of voice, your visual identity, your offerings, and even your values.

By inviting your audience into the process, you build more than just customers, you build advocates who feel invested in your success.

Why community marketing matters

Unlike traditional marketing, which often pushes messages out to an audience, community marketing is collaborative. It puts the customer in the driver’s seat, encouraging dialogue rather than monologue. The benefits are significant.

Deeper brand loyalty

People who feel listened to are far more likely to stick around.

Authentic insight

You’re not guessing what your audience wants, you’re hearing it directly from them.

Sustainable growth

A strong community can sustain you even during market downturns because it’s built on trust, not just ad spend.

How community marketing works

Community marketing takes shape through ongoing conversations. A few examples of how that can look:

• LinkedIn polls or posts asking your followers for feedback on an upcoming campaign.

• Email surveys where subscribers can share what they’d like to see from your brand.

• Closed groups or forums where customers test new ideas, weigh in on designs, or vote on features.

The key is consistency. A one-off poll won’t build a community, but regular check-ins, updates, and open dialogue create a sense of belonging and mutual respect.

Community marketing vs. traditional marketing

The difference between community marketing and more conventional tactics comes down to control. Traditional marketing tells people what to think about your brand. Community marketing asks them what they think, and then acts on it.

This can be uncomfortable for brands used to steering the narrative, but it’s also powerful. When you let your community shape your tone of voice, your product features, or even the way you position yourself, you create something bigger than marketing. You create ownership.

Community marketing strategies

If you’re ready to embrace community marketing, here are a few steps to begin:

Pick your platforms

Where does your audience already spend time e.g. LinkedIn, Slack, Discord, Instagram, or email? Start there. 5.24 billion social media users globally, use that. Your audience is out there everyday using social media anyway, so you should be connecting with them there. 

Ask specific questions

Instead of broad “What do you think of our brand?” questions, focus on areas like product features, tone of voice, or campaign ideas. Ask the questions you’d ask yourself or your brand team. 

Close the feedback loop

Always share back what you learned and how you’re using it. This turns feedback into visible impact.

Build habits

Make community engagement a regular habit, not a one-off experiment.

Examples of good community marketing

Some of the most successful brands today are those that put their community at the heart of their growth. One such company is Lego. 

Lego has long been seen as a brand built on creativity, but with Lego Ideas it took things a step further. The platform allows fans to pitch their own designs for new Lego sets, gather votes from the wider community, and potentially see their creations turned into real products on the shelves. 

This initiative not only empowers fans to shape the brand’s offering but also creates a strong sense of ownership, customers aren’t just buying Lego, they’re co-designing it. It’s a perfect example of how community marketing turns passive consumers into active collaborators.

Glossier, the beauty brand, is another standout example of community marketing in action. From day one, the company built its product line by actively listening to customer feedback on social media. Instead of relying solely on traditional R&D or trend forecasts, Glossier tapped into the conversations happening in its online community, asking followers what products they wanted, testing early ideas, and refining formulas based on real-time input. 

This not only helped Glossier launch products with a ready-made fan base but also established the brand as one that truly listens. The result? A highly engaged, loyal community that feels personally invested in the brand’s growth.

These examples show that community marketing isn’t just for global giants, it works just as well for niche brands building authentic relationships.

Getting started with community marketing

Community marketing isn’t just a buzzword, it’s a powerful way to future-proof your brand by inviting your audience into the conversation. Done well, it transforms customers into advocates and helps businesses stay agile in a fast-changing market.

At Blackcat Content, we specialise in bold, forward-thinking marketing strategies like community marketing. We don’t just create content, we build platforms for dialogue, engagement, and brand growth. If you’re ready to move beyond traditional campaigns and start shaping your brand with your audience, we’re here to make it happen. Chat to us today. 

FAQs about community marketing

What is the goal of community marketing?

The goal is to build stronger relationships with your audience by involving them in shaping your brand. Instead of pushing out messages, you open a two-way conversation that fosters loyalty and advocacy.

Is community marketing the same as influencer marketing?

No. Influencer marketing relies on individuals with large followings to promote your brand. Community marketing, on the other hand, focuses on engaging directly with your own audience and encouraging them to participate in your brand’s development.

How do you measure community marketing success?

Success can be tracked through engagement metrics (poll responses, comments, participation rates), customer retention, repeat purchases, and even the speed of product or campaign feedback. Qualitative outcomes like improved brand sentiment and stronger customer advocacy are also key indicators.

Can community marketing work for small businesses?

Absolutely. In fact, smaller brands often benefit the most because they can build closer, more personal relationships with their customers. A simple LinkedIn poll or email survey can provide insights that shape the entire business.

Does community marketing only happen online?

Not at all. While most strategies use digital platforms, community marketing can also take place through in-person events, local meetups, or customer panels. The key is meaningful interaction, wherever it happens.