A few weeks ago I talked a LOT about ways to build community and grow it as part of your business model, and a lot of those ways do not actually focus on things that make you money as a business owner. So why do it?
Well, it’s about planting the seeds. Being in community means you’re top of mind the next time someone does need what you do. It means that because they’re already coming to your shop for a weekly free gathering time that you facilitate, they’re shopping with you first. It means they’re recommending you when friends & neighbors need what you do. It helps to create loyal customers and big fans. The kind of customers who still order from your website even after moving across the country, or who make special trips to support you when you’ve got a big event. They help generate that ever important word of mouth that truly helps keep small businesses alive.
The community is also the reason people choose small businesses over big box shops or shopping online. When your customers know that by shopping with you they’ll get not only the physical products they’re looking for but be able to get expert answers to their questions, personalized help with choosing just the right thing, or simply a place they feel like they belong, they’re more likely to make the effort to shop with you over anywhere else.
