Community-Led Growth: The Product-Led Growth Expansion Pack

Community-Led Growth: The Product-Led Growth Expansion Pack

In today's digital age, people rely heavily on external input and advice before making decisions. Whether it's about what to eat, how to dress, or where to live, we constantly seek guidance from friends, colleagues, and even strangers on the internet. This behavior extends to purchasing software as well. Before even considering a particular tool, individuals actively seek advice and recommendations from their network.

This is where Community-Led Growth comes into play. It acts as a multiplier on top of product-led growth by actively facilitating user interactions and providing value beyond the product itself. By building a strong community, companies can gain deeper insights into their customer pipeline, receive feature requests, and offer real-time support. Additionally, a thriving community creates a network of champions who become advocates for the product, further strengthening the community and driving growth.

The COVID-19 pandemic has accelerated the importance of Community-Led Growth. With people feeling the need for a sense of belonging online more than ever, communities have become a refuge in the fragmented world of SaaS. Users are overwhelmed by the plethora of choices available to them and often turn to influencers for guidance. Simultaneously, the number of communication and sharing channels has increased, providing more opportunities for community engagement.

However, simply creating a community tool is not enough. Building a community requires more than just a platform. As one expert aptly puts it, "Throwing people into a Slack group chat isn't building a community." It is crucial for companies to actively foster a sense of community and make community engagement a part of their company culture and identity.

One significant change in Community-Led Growth is the role of users in creating and participating in content. This presents a unique opportunity for companies to educate their users about the market they operate in and the various use cases for their product. By expanding the circle of 'creators', a network effect is created, amplifying the reach and impact of the community. In fact, if users start sharing tutorials and DIY videos on how to use a product, it is a clear indication that a community should be built around it.

Now, let's address a fascinating insight that challenges our assumptions about online behavior. Despite the vast amount of content available on the web, a significant number of people do not read articles in their entirety. In fact, there is a weak relationship between scroll depth and sharing. Many individuals share articles on social media without actually reading them fully. This means that when someone recommends a story online, there is no guarantee that they have actually consumed the content themselves.

This insight highlights the importance of creating engaging and concise content that captures the reader's attention from the very beginning. The more we type, the more likely people are to tune out. Therefore, it is essential to craft articles that are easily digestible and provide value within the first few paragraphs. This way, even if readers do not finish the entire article, they still gain valuable insights and are more likely to share it with others.

To leverage the power of Community-Led Growth, here are three actionable pieces of advice:

1. Foster a sense of community: Building a community requires more than just a platform. Actively engage with your users, create opportunities for interaction, and make community engagement a part of your company culture.

2. Educate your users: Take advantage of the content creation potential of your community. Educate your users about the market you operate in and the various use cases for your product. Encourage them to share their knowledge and experiences with others.

3. Create concise and engaging content: In a world where attention spans are dwindling, focus on creating content that captures the reader's attention from the very beginning. Craft articles that provide value within the first few paragraphs, even if readers do not finish the entire piece.

In conclusion, Community-Led Growth is a powerful expansion pack for Product-Led Growth. By building a strong community, companies can gain valuable insights, receive support from champions, and foster a sense of belonging among their users. However, it is essential to actively engage with the community, educate users, and create concise and engaging content to fully leverage its potential. With great community comes great responsibility, and companies must make community engagement an integral part of their identity and culture. Remember, it's not just about the platform, but about building a true community.