Hi there, Remote Work Tribe, and welcome back to another Weekly Roundup! If you’re new here, the Weekly Roundup is a timely collection of the top tweets, trending threads, and informative posts scattered across the internet. It’s no secret we focus on community here at Remote Work Tribe, which brings us to this week’s trending topic: how community builds brands!
Our topic this week was inspired by Amanda Goetz, founder of House of Wise luxury CBD and community for women. Early Monday morning, Amanda tweeted this gem of a thread that all brand-builders should take note of ASAP.
So what does Direct to Community mean, anyway? Let’s dive in.
Why it’s Time to Redefine DTC
If you’ve spent time marketing for a Direct to Consumer brand, you know that customer acquisition cost (CAC) is the most hounded KPI. However, a large chunk of that budget is spent on paid ads.
So, here’s the real golden nugget in all of this:
Communities build brands.— Amanda Goetz (@AmandaMGoetz) July 19, 2021
That’s it. That’s this tweet.
So, Community Builds Brand?
It’s time to examine how exactly community builds brands.
An audience and community are two different things.— Amanda Goetz (@AmandaMGoetz) July 19, 2021
Building community takes time.
3 things are required:
1. Aligned mission & values
3. Authentic + ongoing interactions
Trust isn’t built in a single interaction. It takes consistently showing up for your people.
A community has different cohorts to serve different purposes.— Amanda Goetz (@AmandaMGoetz) July 19, 2021
AffilIates are content creators looking to make money.
Cheerleaders love your brand but don’t want to be a salesperson.
The key is to unlock the power of each.
Does this exclude all paid ads? No.— Amanda Goetz (@AmandaMGoetz) July 19, 2021
An Omni channel / balanced approach to building a D2Community company will give you a higher LTV on your paid ads but the above strategies need to be in place first.
The Community Weighs In
When scrolling through the thread in its entirety, it’s clear that the consensus is that community builds brands.
The old DTC put burden on brand to find the ideal consumer, like a needle in a haystack. Direct to Community is more about the interests, purpose, wants and needs of the groups that consumer belongs to.— Jason Martin (@martinjason) July 19, 2021
Other users point out that most high-profile platforms are also leveraging community to build brands.
Platforms also seem to be shifting this way. Facebook has been pushing and growing groups for years. YouTube and Twitter making exclusive subscription/groups easier and more profitable.— Eric SIllies (@ESillies) July 19, 2021
So, what do you think, Remote Work Tribe? Is it true that community builds brands? Sound off on Twitter — but before you go, check out what else the community was up to this week!
The Tribe’s Weekly Vibes
1. This thread of popular (but passable) book recommendations.
2. This cartoon that we’ve all had some real-life experience with.
3. This list of lessons from passing a $1 million milestone.
4. This reminder that unfollowing can be good for the soul.
5. This collection of overused stock photos to officially avoid from here on out.
6. This thread emphasizing the importance of meaningful communication in company culture.
7. This nudge to always consider what someone or something can teach you.
8. This LinkedIn post that perfectly encapsulates the need to coach all members of your team.
9. This inspirational career trajectory.
10. This thread of up-and-coming creatives to remember.