Ep 20: 4 Community Building Lessons from Target

Jul 5

4 Community Building Lessons from Target

So, it may be your favorite place to shop, but did you know that you can also learn about how to build a strong community from this retailer? It might not be something you’ve given much thought to, but the truth is that many successful companies are putting a lot of effort into building strong communities around their products or services.

I want to share with you some insights I’ve gained from observing one of the most popular retail brands out there – Target. As someone who’s been helping businesses merge traditional marketing strategies with online communities for years, I’m always on the lookout for new and innovative ways brands are building their communities. Today I want to share with you four lessons that you can learn about how to build a stronger community from Target.

Lesson 1: Create Exclusivity

Target's Circle Rewards program is an excellent example of creating exclusivity. By offering early access to sales, exclusive discounts, and insider information, Target creates a sense of exclusivity and belonging for their Circle members. This is advertised everywhere. It's on the app, in their newsletter, in the store, on their products. They're asking you about it at the checkout. Basically what they're saying is, do you want to be in the club? Do you want to have access to the things that insiders have access to? And that is a way to build a strong community, to create a sort of exclusivity, to give perks and benefits to people that are a part of your community that they can't get unless they are a part of your community or a certain level of your community.

My question for you is, how can you create or enhance the exclusivity of your community? As online business owners, we can create a similar experience for our communities by offering exclusive perks and benefits to our most engaged members. Consider offering sneak peeks of upcoming products, exclusive access to members-only content, or early bird pricing for your services. By providing exclusive benefits, you create a sense of belonging and foster a stronger community.

Lesson 2: Share Your Values

Target is really good at building their culture. They have clearly defined what their beliefs and values are. And one of those, for example, is diversity. Target's commitment to diversity and inclusivity is a core part of their brand values, and they celebrate it in their products and campaigns. As business owners, we can also share our values with our communities. Take the time to identify your values and beliefs about your industry, your community, and the world. Then, find unique ways to share those values with your community.

How are you sharing your values with your community? Whether it's through the content you curate, the partnerships you form, or the way you communicate with your community, sharing your values can help foster a sense of connection and belonging. I know it's hard to feel like you can have a voice when it comes to your values without being potentially criticized or canceled, but I really want to encourage you to do the work that I talk about in Episode 2- How to Create a Thriving Community (Part 2 of 4), where you identify what your beliefs are.

Lesson 3: Curate Conversations

In Episode 3- How to Create a Thriving Community (Part 3 of 4) I talk about curating conversations and communication. It's important to have structure around how you're having conversations with your community. While Target doesn't have a dedicated online discussion forum, they curate conversations around their brand with hashtags like #TargetFinds and #TargetRun. By encouraging their customers to share their purchases and style finds on social media, Target creates a sense of community among its customers.

Whether you have a Facebook group or a discussion forum or not, how are you curating conversations around your brand? Are you guiding your community in how to connect with one another, whether they're in your group or not? As online business owners, we can curate conversations similar to Target. Whether it's through a dedicated Facebook group, a Twitter chat, or a branded hashtag, finding ways to guide conversations around your brand can help foster a sense of community and connection.

Lesson 4: Elevate Your Community

Target's social media content is primarily user-generated, which creates a sense of authenticity and community among its customers. If there's one thing that I know about people, people love to be celebrated. They love to feel like they are valued and like they can contribute. By featuring user-generated content in their marketing, Target elevates its community and makes them feel valued.

We can do the same by featuring our community members in our marketing efforts. Consider featuring customer testimonials on your website, spotlighting community members on your social media accounts, or even inviting community members to be guest experts in your courses or programs. By elevating your community, you create a sense of belonging and foster deeper connections with your customers.

Build Community like Target

Target may be a great place to shop, but it's also a prime example of community-building done right. By creating exclusivity, sharing their values, curating conversations, and elevating their community, Target fosters a sense of belonging and connection among its customers. As online business owners, we can apply these lessons to our businesses and create stronger, more connected communities. So, take a cue from Target and start building your own thriving community today.

I want you to think about how you can apply those four things to your business. I'd love for you to let me know what you decide. Connect with me by sending me a DM on Instagram @shanaspeaks and tell me how you plan to apply this to your business. And if you see another brand or company out there building community in a unique way, I want you to let me know so that I can feature them in a future episode.