Having a community isn’t just a nice idea. It’s one of the smartest, most sustainable ways to grow a stronger business. We see our community growing every year at Bill’s Big Bash. It gets stronger, not just by networking, but real connection. Clients chatting, ideas flowing, new relationships forming.
It isn’t about name tags and business cards. It’s about shared experience. People feel part of something. A tribe. That’s what real community looks like.
The challenge is: how do you create more of it?
From shoppers to raving fans with the Ladder of Loyalty
Customer loyalty doesn’t happen by chance. Nor does it happen overnight. It needs a structure. That’s where the Ladder of Loyalty comes in.
The concept is simple: every contact in your database sits somewhere on a ladder, depending on how engaged they are with your business. The goal is to move them upwards, step by step, because the higher they climb, the more valuable they become.
It’s a long-term strategy to increase customer lifetime value which is far more cost-effective than constantly chasing new leads.
Here’s what the ladder looks like in practice:
- Suspect – Someone who fits your target audience
- Prospect – Someone who has shown interest
- Shopper – A one-time buyer
- Customer – A repeat buyer
- Member – A loyal client who chooses you every time
- Advocate – A client who refers others when asked
- Raving fan – Someone who actively and consistently promotes your business without being prompted
Each step up the ladder reflects a deeper level of trust and relationship. A shopper doesn’t need much. A member expects consistency. A raving fan is so invested in you, your products or services that they do your marketing for you.
How community helps people climb the Ladder of Loyalty
So how do you help someone move from shopper to customer, or customer to advocate?
One of the most powerful tools is community.
Community brings your clients together in meaningful ways. It helps them connect with each other. They share ideas and build relationships that go beyond the transaction. And when clients feel they’re part of something – not just buyers, but members of a group with shared purpose – they naturally become more engaged and more loyal.
When clients attend an event, a workshop for example, and leave feeling inspired and connected, they’re far more likely to stay engaged. When they’re introduced to peers who face similar challenges, they begin to trust the business AND the wider group. When they’re regularly invited to webinars, discussions or informal meetups, they start to feel part of the fabric of your brand.
People are lonelier than ever. They don’t want more content – they want more connection.
Steven Bartlett
Community isn’t fluff. It’s a loyalty accelerator. It turns casual customers into consistent members. It gives advocates something to believe in. And it gives raving fans a reason to shout even louder.
It’s about connection beyond you
Most businesses focus on their one-to-one relationship with the client. That’s important, but community starts when clients begin to connect with each other.
Those connections don’t have to be big or complex. Sometimes, something as simple as a follow-up email with everyone’s contact details and website links is enough to keep conversations going after an event. A webinar on a shared topic. A group coaching session. A roundtable. A WhatsApp group that actually has a purpose. A quarterly meal or informal coffee catch-up.
These moments turn ‘clients’ into ‘members.’ They strengthen relationships not just with the business, but within the business network.
Small steps that build big loyalty
Creating a sense of community doesn’t require expensive tools or complex systems. Here are some simple, practical ways to get started:
- Run events or small group sessions that encourage peer-to-peer connection
- Include contact details after meetups to help people stay in touch
- Use themed webinars to create a shared learning experience
- Offer branded items (notebooks, pens, coffee cups) to foster belonging
- Create informal spaces for clients to chat and check in
Even a small moment of interaction can go a long way toward building long-term loyalty, especially if it’s consistent.
What to reflect on
- Where do your clients sit on the Ladder of Loyalty?
- What’s one small action you could take to help them climb a level?
- Are you creating space for them to connect with each other, not just with you?
- Do your clients feel like part of something bigger?
Would you like to build a stronger client community?
Book a complimentary meeting and take a fresh look at your client base. Let’s map out where your clients are on the Ladder of Loyalty. We can work together to move them upwards with clear, purposeful actions that strengthen connection, retention and advocacy.
Your challenge – building a business people don’t just buy from, but one they belong to.
