Why community matters in digital marketing (and how to build one that lasts)
In a world obsessed with likes and followers, it’s easy to mistake numbers for success. But here’s the truth: engagement trumps reach every time. A massive follower count means nothing if no one’s paying attention.
So—why does community matter in digital marketing? Because behind every brand that thrives online is a real audience that cares, engages, and takes action.
The power of community in online success
A real online community doesn’t just scroll past your content—they like, comment, share, and invest in your brand. Whether that’s through purchases, subscriptions, or loyal advocacy, engaged audiences drive real business results.
The difference between an audience and a community? Connection. Trust. Belonging. And yes—those are the things algorithms love too.
The vanity metric trap: why follower count doesn’t equal impact
Here’s where so many brands fall short: they chase followers instead of connection. But vanity metrics won’t pay your bills. What matters is conversion and commitment.
👉 Would you rather have 100,000 followers who scroll past your content—or 1,000 who comment, click, buy, and shout about your brand?
Search engines and social algorithms now favour quality engagement over sheer volume. If your goal is long-term growth and real visibility, then building a strong community isn’t optional—it’s essential.
Community building lessons from COVID-19
When COVID hit and physical spaces closed, digital communities became lifelines. The brands that adapted—those who created value and connection—didn’t just survive, they thrived.
Here’s what worked:
Value-led content: Think tutorials, behind-the-scenes moments, expert tips—stuff people genuinely want.
Two-way conversations: Respond to comments, DMs, reviews. Let people feel seen.
Meaningful giving: Not just discounts. Give your time, your voice, your authenticity. That’s what people remember.
How to build an engaged online community (step-by-step)
People won’t just join your community for fun—you’ve got to give them a reason. Here’s how to do it with purpose:
Create exclusive content: Offer early access, behind-the-scenes insights, or limited drops.
Post helpful tutorials: Solve real problems—business, lifestyle, beauty, wellness—you name it.
Host live sessions or Q&As: Build trust by showing up live and answering real questions.
Encourage member interaction: Build spaces (think Facebook groups, Discord, or Slack) where your audience can connect, not just consume.
The #1 mistake that kills community growth? Weak CTAs.
You can have the best content in the world, but if no one knows what to do next—you’ll lose them.
Strong Calls-To-Action (CTAs) are everything:
Tell them exactly what to do: “Join the community for exclusive insights.”
Make it visible: Add it to your social bios, website, and email footers.
Offer real value: Give them a reason to act—free resources, members-only perks, or insider tips.
Community funnels that convert
Instagram funnel example
Post about the benefits of joining your community
Add a CTA + sign-up link in your IG bio
Share testimonials or user-generated content to build trust
Website funnel example
Create a lead magnet—like a free guide, checklist, or toolkit
Use an opt-in form to capture emails
Send a welcome email packed with value to start the relationship strong
Let’s build your community—without the stress
At Purple People, we don’t just grow numbers—we build movements. If you’re ready to turn passive followers into active superfans, we’ve got you.
We handle the content, the strategy, the storytelling—and you get a community that actually cares.
Get in touch and let’s grow something real.