community building: the art of cultivating a local audience

Community BuildingPlaying to your local strengths

Incredible Marketing

Drew Leahy

“Before you promise to change the world, it makes sense to do the hard work

of changing your neighborhood.”

– Seth Godin

“Community building means taking advantage of your local strengths to cultivate a

loyal audience in your own backyard.”

Mama gonna

knock you out.

It’s thinking like a small business, not a big business

It’s Emphasizing shared values

It’s creating an “In-Group” (social identity theory)

It’s establishing something meaningful at the core of your business beyond money

It’s engaging your local audience (the only one that matters)

How?

Cultivate a local audience

● “Ultherapy & Neocutis Event: July 14th, 2015 ”

● “Introducing Laser Tattoo Removal”

● “20% OFF Injectable Party, April 11th”

● “Welcome Lindsay, Our New Aesthetician!”

News & Specials (25%)

● Local events or news

● Commentary on local politics and economy

● Photo Journal: “local photo of the week”

● Patient feature: local residents share their industry-local tips

● Announcements: sponsored charity event, food drive, soup kitchen

Pure Local (25%)

● “Man-Power: Botox For Men”

● “How To Choose The Right Injectable”

● “Lipo Vs. Tickle Lipo: What’s The Difference?”

● “Consciously Plastic: Gwyneth Paltrow Had Recent Plastic Surgery ”

● “Full Tummy Tuck Vs. Mini Tummy Tuck”

Pure Industry (25%)

● “7 Moderate Hikes in Denver For People With Venous Deficiency ”

● “19 Unique Ways To Lose Weight in Miami”

● “Skin Care Tips Only A Northerner Would Understand”

● “Why New Yorker’s Do Aging Better”

● “9 Foods That Turn Back The Hands Of Time (and where to find them in Orange County)”

Industry-Local (25%)

Co-produce content with other businesses

● 4-6 Chapters

● Split authorship

● You post their chapters on your site, they post yours on their site

● Both use PDF guide for lead capture, email campaigns, social posts

Contribute your goodwill

1. Host a local event #instameet

#streetcleanup#instameet

2. Sponsor a local fundraiser

3. Donate your time to a local charity

F*ck Cancer Foundation (Orange County)

4. Offer a scholarship

Like, noooo way, bud! Gnarly!

Hyper-personalize your patients’ experience

Handwritten thank you cards

Post-Op Phone Calls (from you, Doc)

Meet local journalists & write for local publications

“Is that who you spell botulinum

toxin? Botch-u-line-um...”

Start an exclusive“Ambassador” members-

only group

● 20-25 of your best patients

● Meet once a month for an exclusive dinner party

● Allowed to bring one friend to dinner meeting

● Let your Ambassador club brainstorm ideas for business development within the community

● Utilize your patients’ network to build your own connections (they’ll have a ton in your locale)

● Give the an exclusive “members-only card

How can you fail?

Authenticity

Consistency

Patience

“Small is the new big, if you act that way.”

Key takeaways- Communities grow and form when there is something meaningful at the core of

the business beyond money.

- There has to be passion and authenticity at your core to attract and foster a

community around your brand.

- Community building is thinking about the people who care, not the masses.

- You’re a local business, so start acting like one. It’s where the opportunities

reside.

- Attract a stronger community -> grow your audience -> increase your bottom

line