In a conversation with Leslie Greenwood, founder of Chief Evangelist Consulting, she shares her journey in developing community-powered growth, emphasizing how effective community management can directly influence business outcomes. Leslie’s experience scaling Pavilion from 2,000 to 10,000 members highlights the significance of personal connections, intentional onboarding, and evangelist-led growth.
Leslie outlines strategies for building impactful communities, explaining the difference between membership-based and topic-focused communities and sharing key factors for driving engagement, including authentic interactions and leveraging member feedback.
Building Impactful Communities
Leslie explains that community-led growth revolves around the ability to create connections beyond the product or service itself. A powerful community influences customer perception and loyalty, leading to organic business growth. For instance, Pavilion grew through thoughtful member experiences that exceeded expectations. From sending personalized gifts, such as onesies for new parents, to celebrating milestones like promotions, Pavilion fostered a sense of belonging that transformed members into passionate advocates.
This approach also applies to broader business ecosystems. Leslie references brands like HubSpot and Sephora, where communities are built not just around the products but around the culture and values these brands represent. These companies create environments that encourage members to engage with one another and advocate for the brand, resulting in organic growth through word of mouth.
Tools for Building Community
Leslie highlights several tools and strategies that businesses can use to nurture vibrant communities:
- Community Platforms: Slack is commonly used for professional communities, allowing members to stay connected and engaged.
- Content and Events: Successful communities thrive on quality content and consistent events, ranging from webinars to informal gatherings, allowing members to share knowledge and experiences.
- Surveys and Feedback: Collecting feedback through surveys and listening to member needs ensures that the community evolves and continues to provide value.
Secrets to Sustained Growth and Engagement
Leslie shares that sustained community growth comes from building strong bonds with members. Key to this is a thoughtful onboarding process that connects new members quickly and provides value upfront. Pavilion called every new member within four business hours to ensure their integration into the community. By maintaining human-to-human connections and avoiding over-automation, Pavilion was able to offer an enterprise-level experience even to smaller businesses.
In conclusion, Leslie’s insights reveal that community-led growth is both a science and an art. It requires careful attention to detail, authentic member interactions, and consistent effort to maintain engagement. The rewards, however, are long-term loyalty and a powerful network of advocates who can drive business success.
Building Your Own Community: What You Need
- Dedicated Leadership: Building and managing a successful community requires full-time attention, with a dedicated community manager in place.
- Cross-Department Collaboration: Community efforts should be supported by marketing, product, customer success, and other teams to ensure a holistic and valuable member experience.
- Patience and Long-Term Vision: The ROI on community building doesn’t appear overnight. It takes time, consistent engagement, and ongoing investment to create a lasting impact.
Final Thoughts
Leslie’s experience proves that community-led growth can be a powerful driver of business impact. By focusing on authentic engagement, fostering evangelists, and listening to community needs, businesses can create ecosystems that support not only customer acquisition but also retention and brand advocacy.
For those looking to implement these strategies, start small, remain customer-centric, and remember that a successful community grows with intention, purpose, and a deep understanding of member needs.
