One of them can give your business visibility, yet be very temperamental and disengaged. The other one can build a strong foundation on which your business can flourish, yet takes time and effort. Which one do you want?
Let me rephrase that, which one do you want...more of. The thing is, you'll always have both. What you focus on will determine what you have more of.
Let's take a closer look at the differences in audiences and communities, and how you grow them.
Audiences are strangers to you, and each other(usually). The individuals may know you, or of you, but you do not know them. When was the last time you went to a movie? We just went to see Incredibles 2 (it was awesome, the kids LOVED it, and so did I... Spoiler, Mrs. Incredible stole the show!) We went to the theater to see the movie, not meet people. Other than my children, I didn't know anyone else there.
Some people will always be part of your audience. They may watch your videos, read your post, download your content, and open your emails, yet never interact with you at all. They're not as much into engaging with you, as they are being engaged by you. Sometimes, people in your audience want more, that's when you have an opportunity to build a community.
In a community, People know you and even get to know each other. People care about each other in a community, they help each other, support each other, they even become friends. When people like, comment, and share your content, they are trying to be part of your community. In communities, people care about engaging with you, because they are engaged by you.
You build more of an audience when you focus on you, you're the star of the show, people come to watch, be entertained, or educated. This satisfies them and they move on.
You build more of a community when you focus on the audience, they are the stars. People feel the positive attention and respond in kind, not just to you, but to each other. They crave more, so they engage with you and each other.
If you said audience, you can stop reading here...Not that there's anything wrong with wanting to build more of an audience and be the star of the show, that's just not what I focus on or teach. So this just isn't for you, and that's ok.
If you said community, keep reading and I'll walk you through some things you can do to foster community and build stronger relationships.
I can get insurance anywhere, yet I choose Caroline, why? Because she's my friend. Not only does she know me and my family, but I know her and her family too. Caroline would never lead me astray, she's honest about what I need and what I don't. I know her, I like her, and I trust her, I wouldn't get my insurance anywhere else.
If you want to make a difference in the lives of the people you serve, they have to trust you. In order to trust you, they have to know you, and like you. That know, like, and trust (KLT), is a key factor in building stronger relationships that foster community.
You can start using these 3 tools now to nurture and build your community. When used as a long term strategy, these tools become the foundation of your community.
I've talked to and worked with many business owners who wanted nothing to do with live video. The most common reasons? "It's just not for me", I don't have the right personality for video", or "I don't have the right look for video".
I'll be honest, it really makes me sad to hear this. It's like saying you don't have the right look/personality to meet people. And not just any people, YOUR people.
According to Cisco, 82% of ALL internet traffic will be video by 2021 and live video will increase 15-fold in the same time frame. You don't have to change your mind about it right now, but as a business owner, I hope that you keep the option open as a possibility.
Possible? Anything is possible, right?!
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