6 min read
Opinions expressed by Entrepreneur contributors are their own.
Any business book or LinkedIn coach will tell you that you need a great product, supply chain, and distribution strategy for your e-commerce business. That’s all true, but oftentimes direct to consumer brands miss one big strategic focus — community development. Companies like Glossier treat their customers as influencers. BestBuy has an exclusive network of “Tech Insiders.” Curology has a community strategy directly embedded into their business model and Sephora has their #SephoraSquad that redefines what an influencer is to a modern brand. All of these organizations have employees that lead their community efforts, and it’s working.
What “community” means
Community means something different to everyone. Today I see community development teams manage influencers, advocates, affiliates, creators, customers, ambassadors, super fans, celebrities, associates, insiders, and more. Modern teams