private social media

The Value of Private Social Media in Marketing

We talk at length about organic reach declining across social media platforms. So, is there value in private social media? And how can you implement it in your marketing? Creating a private social media community can be an effective way to cultivate a sense of ‘exclusivity’, add another income stream to your business and maintain better communication with your audience. Similar to email marketing, this strategy can add some protection from ever-changing algorithms and maintain a closer relationship with your customers. Here are are a few options you can try…

Why do you need a private community?

Firstly, start by weighing up the positives and negatives of creating a private social media community. Why do you need it and how might it benefit your business? Why would your followers join and what benefits can you offer them? What perks and exclusive offers might they be interested in? The strategy for your community will be informed by the type of business you have. For example, if your business relies on a B2B model, you may wish to share exclusive insights or lowered rates to the people in your community. Retail customers may benefit from first pick in sales, special offers and freebies. As an educator, you may provide one to one feedback or mentoring to your learning community.

Create a private social media community

A number of platforms now allow you to create your own, exclusive community. You could create a Facebook group or your own server on Discord. Even platforms like WordPress have forum plugins available where you can give private access to members of your community. Although our social media usage has become so public and influenced by third parties, there are ways to create an exclusive experience.

Creating a paid community

Many businesses are moving to a subscription model and a community aspect often goes alongside it. If this is something that suits your business model, there are a number of ways to create a paid community. Platforms like Patreon allow you to create a range of subscription models, separated through a tiered system based on benefits. You could create your own subscription too, via your website or an app. We can see this option commonly used on education platforms like Skillshare and Monthly, as well as fitness platforms like Shreddy, Peloton and others. Many of those offer an exclusive community for users to network and support each other.

Contrary to how it may seem, you don’t have to have a large, multi-million business to take advantage of subscription and community based services. As long as you create the right strategy that provides value to you and your customers, this is a great way to add another income stream to your business. Having your own dedicated community also furthers and reinforces your brand, increasing customer loyalty.

We can help!

Are you looking to set up your own online community? MacMartin can help! With years of experience and in-depth understanding of social media platforms, coupled with web and UX design, we can cater to any and all of your business requirements. Contact us today to find out more!