Community Managers build relationships. This puts us in a key position with relation to “The Hierarchy of Buying” Pyramid. There are 2 places in this pyramid where I believe a Community Manager can shine on a company’s behalf.
“Current Relationship But Have Yet to Purchase.”
As a Community Manager, I take deep pride and joy in my community and those individuals who are still deciding whether or not they want to be a part of the community. Because I am a community manager for a health and fitness community, I understand that not everyone who is active in the community and/or wants to interact with me is looking to purchase a piece of fitness equipment this instant. And yet the conversation(s) continue. I want them to know me/the brand, trust me/the brand and respect me/the brand just as much as I do them. It is my hope that when the day comes for them to invest in new fitness equipment that they will come to me and say, “I’m looking to buy a new treadmill. What do you recommend?”
Goal: Conversation + Engagement + Genuine Care = Top of Mind (at point of purchase)
“Recognized Expert in the Field.”
While I’m not a fitness and health “expert,” I am a Community Manager that:
- Has a ton of fitness, health and food knowledge, passion and real-life experience
- Has a team of “experts” in any and all areas relevant for when the “expert” is needed
That being said, I position myself and the brand as this go-to expert that we are! This, then, brings us back to the previous “stage.” Because we are the experts and I communicate this properly, I know exactly how to answer the question, “I’m looking to buy a new treadmill. What do you recommend?”
These stages to the hierarchy of buying can seem “useless” and time consuming. Hiring the right Community Manager can ease this “pain.” And furthermore, since this is “The Hierarchy of Buying,” doesn’t it make sense to invest your time, money and resources into this position?
Keyword: Buying.
