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🔑You Should... Unlock Micro-Communities

🔑You Should... Unlock Micro-Communities
By YouShd • Issue #3 • View online

Hi there 👋 
Welcome to YouShd Know by YouShd (“you should’‘), your source of information for all things about DTC marketing. Thank you for joining our growing community; the support from our new subscribers humbles us✨
We’ve got a 🔥 topic for today’s edition…
Scaling micro-communities as a sustainable growth strategy for DTC Brands. And to get you started, we want to lay out a framework.
We’re excited to see the interest in YouShd’s plans to democratize the creator economy by enabling consumers and creators to earn by recommending brands they already use and love.
We’d love to engage with you on Twitter @getyoushd and hear your thoughts about our newsletter and your experiences with micro- and nano- influencers. 
We hope you’ll find today’s edition insightful and share it with your network!
The pinnacle for DTC brands is to become a consumer’s default preference and recommendation in a specific niche. Think about compact travel luggage, and you think Away. Think about comfortable shoes, and you think Allbirds. You get the drift.
Gibson Johns
Choosing to believe that this Away luggage window display is referencing the bridge of “What Dreams Are Made Of” by Hilary Duff from The Lizzie McGuire movie soundtrack
When a brand reaches that status of consumer preference, it doesn’t need much else. Let’s call this state Universal Recall Effects(the equivalent of Network Effects). This is when a brand achieves efficient steady-state CACs and growth metrics it has always dreamed of. Of course, it could take years to get here. So what should brands do in the interim? 
Brands can achieve localized effects of Universal Recall within micro-communities when enough members resort to it as a default purchase option and recommend it to other community members.
Brands can unlock micro-communities by following three simple steps..
Fit your brand into your consumer’s life
The sheer amount of entrepreneurial energy in the DTC world makes each brand work that much harder to stay top of the mind for the consumer. A good product is table stakes, so you’ve probably got that in the bag already. Understanding how consumers think when buying from you is key to designing experiences to become their default purchase option.
DTC Brands with daily use products are best positioned to become a part of the consumer’s routine as a habit. The best example we can think of is the cult classic skincare brand, The Ordinary. They have a variety of serums that they have organized into regimens to target every possible skin concern, and the products are meant to be used every day. A skincare enthusiast doesn’t need to look anywhere else.
The Ordinary Skincare Routine l Morning + Night
The Ordinary Skincare Routine l Morning + Night
Another example is Nutella. Ferrero marketed the chocolatey deliciousness to weave it into a consumer’s everyday life. Pick up some bread or fruit and add Nutella - it was easy.
Soylent, a ready-to-drink meal replacement shake, became a massive hit with the student community who were too busy to cook balanced meals every day.
So if you can position as a daily use product, you can come closer to becoming the consumers default choice.
Make your consumer talk about your brand
Humans are social creatures. Humans love to talk, so make your brand one that consumers love talking about.
If they love your product, reward them for telling their community about the benefits of using you. And rewards are not always monetary. 
Glossier is an excellent example of a brand that did things differently by focusing its marketing efforts on groups of loyal customers. By engaging their buyers and listening to them, they stay uppermost in shopping preferences (and come up with a lot of data that helps develop products people really want). 
Glossier reposts content made by customers like makeup tutorials, regimens, and more. The brand was in on the trend towards clean and real beauty at the right time, making consumers feel good in their own skin. Giving the spotlight to smaller creators who look like the audience lends more authenticity.
Turning a consumer into an influencer is how brands can unlock communities they rule.
Scaling up community marketing
Targeting a broad audience is a fatal mistake that leads to low conversion rates. Scaling within a micro-community and reaching critical scale is a much better strategy for optimizing marketing spends. 
Here is a short checklist of things you should be doing:
✅ Nudge consumers toward your brand by sharing content they can relate to from community members. 
✅ Invite your best consumers to participate in your social media channels. Offer them exclusive discounts.
✅ Encouraging them to post about you and reposting their content can make them feel seen and heard.
(We talked about this in our first edition of the newsletter, You Should Power Up Consumers as Creators)
✅ Make space for consumers to talk to each other about your products.
✅ Be very prompt about responding to their queries wherever they may be posted.
✅ Choose reps and influencers who truly resonate with your consumers. They don’t have to be big but should have an engaged audience.
To summarize, make your consumers feel special and they will reward you with their loyalty.
👋🏼Until next time!
YouShd (“you should”) exists to amplify every consumer’s powerful voice when they genuinely like a product or a brand. Instead of saying “You should try this” or “You should check that out,” we want them to YouShd It! on social media. We want to democratize influencing and the creator economy by enabling both everyday consumers and creators to earn for recommending brands they already use and love
P.S Be the first to know about our product when it goes live. Get on the waitlist here.
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