Connect Through Community
Why you should look for ways to create many-to-many connections around your business instead of just one-to-many from your business.
Community, when done right, can be the ultimate growth flywheel. While most direct Go-to-Market strategies rely on 1-to-1 or 1-to-many engagement, community enables many-to-many connections and engagement. This means it builds on itself exponentially.
The path to ROI from community may feel like a long and winding one at times, but investing early and sticking with it pays off. Communities are critical not only for standing out from your competitors, but also for creating a stickier place where both companies and community members derive unparalleled value.
Embrace Minimum Viable Community
Many B2B companies think community and jump straight to “launch a Slack.” But there are better, easier and simpler ways to get started with community building.
A Minimum Viable Community (MVC) is the smallest, most engaged group of people who share a common purpose, serving as the foundation for a larger, thriving community. By starting small, you can test ideas and gather feedback without overextending resources. This method ensures that the community’s mission resonates with its members while allowing for organic, sustainable growth.
A MVC could be a dinner series, a simple WhatsApp group chat, or a 1:1 connection program (check out Matcha to easily launch your own). Learn more about how to build a minimum viable community here.
Balance Community and Company
A community can’t exist just to serve a business. it must offer genuine connection, learning, and support. If members feel like they’re only being marketed to, the community won’t last (let alone grow). Successful communities align business objectives with member interests, creating spaces where people find value while also contributing to the company’s success.
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