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