Last week, I spoke with a founder about communities, and it reminded me just how important this is, even at a small scale. While we often associate communities with larger organisations boasting thousands of users, the principles apply just as powerfully to startups and smaller groups.

Creating a community should be a strategic priority from day one. Communities foster conversations (both positive and critical) that surface valuable insights, fuel innovation, and build advocacy. Your early community members are instrumental; they’ll candidly share what’s working, what isn’t, and where they want your product to go next. Not all conversations will happen directly with you, but they’ll unfold in online forums, private groups, or casual meet-ups. Being part of the broader dialogue is essential. So how can you nurture a community when you’re not always in the room?

Webinars aren’t just about presenting new features or industry insights; they’re about facilitating conversations. Encourage attendees to participate actively—invite them off mute, stimulate chat interactions, and foster dialogue. Regular attendees will begin recognising each other, organically forming connections beyond your sessions. Consider spotlighting your most engaged users by inviting them as guest speakers or panellists.

When you have multiple customers in the same geographical area, bringing them together can be powerful. This doesn’t need to be extravagant—a casual happy hour at a local venue or a private space in a restaurant can spark meaningful connections. The magic lies in having customers from different companies meet, share experiences, and form relationships.

Investing in community software may be a bigger step, but it’s invaluable as your community grows. These platforms don’t just provide discussion spaces; they enable knowledge sharing, peer-to-peer support, and streamlined communication. Additionally, they offer insightful data: Who’s active? What topics resonate most? What’s the general mood within your user base?

However, you approach community building, starting early gives you a direct line of communication, invaluable user feedback, and the seeds for enduring advocacy.

Have you built a community yet? What actions could you take to make it better?

Were you sent this newsletter? You can receive it yourself every Tuesday by subscribing here.