How Building A Community Can Power Your Growth Marketing Success with Megan Cantrell

Welcome to the latest episode of Three-Minute Marketing, where we tap into the brains of some of the world’s most brilliant growth marketing minds and unlock their insights. Today, I talk with Megan Cantrell, Associate Director of Digital at Share our Strength. They’re a non-profit whose campaigns (like No Kid Hungry) have a mission to end hunger and poverty in the U.S. and abroad. One of the keys to their success has been building and activating a strong community around their brand. My question for Megan is, “What is the case for growth marketers to build a community around their brand?” Show Notes: A community can humanize your brand by allowing you to showcase the people behind the name. Communities create a forum to address misconceptions about your brand and curate the conversation around it. To choose the “where” of your community, determine where your market wants to hang out and engage, then plant your flag there. Use technology to proactively monitor and identify the conversations around your brand you need to be a part of. Relevant content is the “grist” that helps kickstart community conversations. The best way to measure success with a community is the quality of conversations (vs. “likes” & more superficial metrics.) Another “win” metric: how many detractors did you convert to evangelists? Beware of false signals in sentiment analysis (e.g. Megan’s brand is “No” Kid Hungry — the “No” raises false flags.)