What Behavior Does Your Community Replace?
You’re going to struggle to persuade people to add a new behavior to their day. Everyone thinks they’re busy.
Far better to figure out which behavior will visiting and participating in your community replace (and improve upon)?
Does it replace using search engines or asking colleagues for information?
Does it replace having separate calls and meetings?
Does it replace spending time on Facebook, Twitter, LinkedIn, and a dozen other social media platforms?
Does it replace calling customer support and filing tickets?
Does it replace chatting with small groups on WhatsApp?
Your community has to replace an existing, natural, behavior, and offer a benefit that is many times more valuable.
Do this deliberately. If the community replaces customer support then place the community where people would usually find customer support.
If it replaces browsing on YouTube then work with community members to curate the best videos on the topic embedded within your community. Update this each month.
This also lets you predict how often people will participate in your community.
For example, if you’re replacing calling customer support, your members will visit about as often as they call customer support. If you’re replacing social media, your members will visit as often as they visit social media.