Build Trust with an Online Community - Before They’re Ready to Buy
A family member of mine recently needed a walker. But Medicare approvals take time - and we needed one right away.
That’s when my sister found an unexpected solution: a local funeral home that loans out walkers to bridge the gap while people wait.
It’s thoughtful, helpful - and a smart business choice.
They’re meeting a real need in a stressful moment - no strings attached or sales pitch. But if someone needs their core services later? It’s a business they already trust.
It’s a pattern I’ve seen before:
My real estate agent is always involved in community projects. She’s not constantly promoting her listings - but when someone decides to move, she’s the agent they already know.
A veterinary equipment company built a online community of practice for vets—offering continuing education, connection, and current treatment data. They don’t lead with their products. But when a vet needs an ultrasound machine, guess who comes to mind?
The strategy?
Show up with something useful before someone needs what you sell.
That’s how you build real trust - and stay top of mind in the moments that matter.
What could that look like in your business?
What kind of online community could offer value to the people you want to serve?
Could you bring together peers with shared challenges?
Offer hard-to-find insights?
Create a space that keeps them connected, learning, or inspired?
You don’t have to start with sales.
You can start by being helpful - and build from there.
Want to explore what this could look like in your business? I help small businesses design online communities that build connection and trust.