How Brands Can Use Clubhouse to Boost Loyalty and Drive Sales

/ June 2, 2021 | 7 Mins Read

How Brands Can Use Clubhouse to Boost Loyalty and Drive Sales

Clubhouse was launched last year as an invite-only voice-based social media app. And now the Clubhouse social app android has potential to be the next big thing. Check out the article here to boost loyalty and drive sales using the new drop-in audio chat app.

The first question you want answering is this:

What is Clubhouse and what makes it different?

Clubhouse is the newest kid from the social media block. Unlike other platforms, Clubhouse allows its users to:

  • Speak with each other in real-time
  • Share experiences and stories
  • Work together
  • Brainstorm

The platform’s unique premise is this:

One massive group call between strangers who are interested in the same topic

That’s a wild selling proposition, but you can learn how to use Clubhouse to your advantage.

Recommended: Clubhouse: The New Drop-In Audio Chat App

Clubhouse’s Secret Advantages

Clubhouse’s Secret Advantages

Imagine being able to connect to a very niche group of people. This audience is captivated, engaged, and interested by definition.

One obvious advantage is that you can address this audience directly and convince them that your product is good. That means you can gain more notoriety, awareness, and expertise without bombarding people with ads. What’s more, to speak on Clubhouse you only need your cellphone, while podcasting equipment can cost a hefty amount of money. 

Everyone hates ads.

Recommended: Will Clubhouse Kill Podcasting?

But there are at least two other, less obvious, advantages:

  • You can gain valuable insights from this audience because they’ll brainstorm with you. Besides, you will hear their language, interests, and ideas straight from the source. That means you can adapt your products and messages to get more sales.
  • You can turn some of these into your brand’s ambassadors. You don’t even have to sign contracts or target them directly because most will simply recommend your brand to their friends. Some will post or create unique user-generated content on their social media accounts. Of course, if you want to take things one step further, tap into this platform to find actual nano-influencers for your brand.

How exciting is all that?

Let’s see how you can do it:

1. Put in the Work

join relevant clubhouse rooms

The Clubhouse app requires you to really clock in the hours if you want to gain followers. That means joining a whole range of rooms so that people notice you.

Here are some examples:

  • Use silent rooms to gain followers and then be invited into other rooms as well. For instance, some Clubhouse “clubs'' allow you to browse people or businesses’ biographies. It’s wise to have a listing in a few of these rooms so that other users can grasp what you’re doing and why you’re relevant.
  • Use targeted rooms where you can create value. The “Social media experts winning advice” is a room that works for almost all brands, not just social media or advertising companies. That’s because every brand is using social media now, so you can share your experiences without promoting your brand. Any actionable insight with a sprinkle of humor can create a buzz on Clubhouse.
  • Grow your community. Some rooms allow you to connect to other people and share your background stories. Others enable you to pitch your business and simply have your details out there.

The problem is this:

You have to get a Clubhouse invite first. Also:

You have to join relevant clubs out of the hundreds of available ones.

Relevant clubhouse clubs

Here’s what we recommend:

  • Search relevant clubs after specific keywords
  • Join these rooms and speak often
  • Create lots of value to gain more credibility and expertise

Remember that you have to give actionable insights and not sound too salesy. When you have enough authority, you can create your own club.

Pro tip: Don’t create a branded club with your company name; try to sound more niche:

  • “Emotional push-up of the day w/Dr. Emily Anhalt” is an excellent example. People understand they’ll receive practical advice, but they’ll also be required to do one small step each day to overcome specific issues.
  • “Non-tech founders running a tech startup? Ask a CTO” is the epitome of a niche. This room doesn’t just address tech startup founders; it specifically targets people with a non-tech background. Moreover, these people will also want to learn more about this business by discussing their specific problems with a real-life CTO.

Remember that all rooms stay active even after you’ve finished your talk. That means your audience can spend as much time as they want to engage with your brand and to discuss something relevant to your marketing strategy.

2. Use the FOMO

FOMO is like the plague for the 21st century, but it’s one we crave. Although the drop in rooms in Clubhouse don’t have a time limit, the actual discussion is as fleeting as a mayfly’s life.

But if mayflies can be born, mature, reproduce, and then die all in five minutes, imagine what your 20-minute podcast can achieve.

Back to the FOMO.

Why would people choose a platform with vanishing podcasts instead of using, say, Reddit?

Experts agree that FOMO is a significant driver of improving sales. Some studies detail the psychological intricacies behind FOMO and how you can tap into them for your business. Besides, Google features millions of results on how to use FOMO practically.

Basically, we’re programmed to crave the things we cannot have. So when people have limited access to a podcast, the urgency of missing out appears. 

Here’s what that means:

For People:

When the buzz fades, regular users might start to think that this feeling of urgency is fake. After all, Clubhouse could easily change the rules and transcribe the talks or at least the key points.

Besides, regular people with busy lives may start feeling overwhelmed and simply turn off their notifications.

For Brands:

  • Stand apart from all the unnecessary noise with practical topics so that your visitors don’t feel cheated.
  • Centre the talk on one key takeaway, an actionable fact that people can remember easily.
  • Consider the timing carefully so that your audience can attend the meet.
  • Take advantage of the real-time engagement.

3. Transform Disadvantages into Opportunities

Clubhouse is excellent for building loyal brand communities because:

  • Users will feel connected with everyone else from the start because they’re doing a massive group phone call.
  • You create a sense of exclusivity and bonding.
  • You can create inside language, inside jokes, or even inside problems that unite people.
  • Your audience will feel a sense of complicity with each other.

But Clubhouse has some disadvantages:

  • Your content disappears without a trace. So, instead of investing in perennial content that’s excellent value for money, you’re putting significant resources into targeting limited groups. Yes, you could record your room and then publish it as a podcast, however, it will not have the flow and the structure that podcasts have. 
  • People in a room keep coming and going. New ones may not understand what they’ve missed, so they’ll ask you to repeat certain things. Therefore, you might feel the conversation isn’t progressing.
  • Clubhouse’s rooms are intimate now, with just a few dozen people in the most popular rooms. But what will it feel like to address one million live users? What will you do when 10,000 of those people want to contribute to the conversation?

Here’s what you can do:

  • Target opinion leaders, potential brand ambassadors, and people who can generate unique content. Use these chats as opportunities to find out more about your audience. There is no difference between creating a brand ambassador program on Instagram or Clubhouse. Both require trust and loyalty. Basically, use Clubhouse as a long-term tool as you would do with other social media channels.
  • Know how to get people to join your club and Don’t overcomplicate your topics. Build them in such a way that even new people who join the room understand the critical point. You can do that by breaking down your goals into the smallest of objectives. Then, center each talk on such an objective.
  • Be very specific by building niche rooms. That way, you’re reducing the chances of too many people joining and becoming frustrated because they can’t communicate. So, focus on particular topics or address people from a specific geographical area.

4. Make Sure You Fit

Use your Clubhouse app invite wisely. Consider three dimensions to ensure your brand’s success:

Your Company

Clubhouse is the best fit for companies that need to educate their audience, such as:

  • Content creators like podcast creators
  • Teachers or coaches
  • Marketing firms
  • Sales startups

So, if you have an intricate product or operate in a complex market, Clubhouse is an excellent platform. Also, Clubhouse finally has an Android app that you can download from the play store so you can cover a wide range of audience now. But, if you can join your audience around an idea, you’ll become successful as well.

For instance, if you have a private clinic, you can address:

  • Your patients: these people can understand more about specific practices, and they can recommend your clinic to their loved ones
  • People in your area: use an ideal to attract them, such as the importance of a positive mindset in dealing with illness. Next, mention essential additions in your clinic, such as meditation zones or expert psychological help for chronic disease.

Audience

Clubhouse’s audience is mainly young professionals, like journalists or CEOs. These people’s interests range from science to arts and business.

Don’t be discouraged, though.

For example, 40-yo stay-at-home moms can use Clubhouse to vent about their issues. Baby boomers may also join discussions to learn stuff because the love for learning is one of their primary features.

Similarly, people trying for their driver’s license, readers, gamers, or golf players can find their niche on Clubhouse.

Before joining this platform, check whether your specific audience is using it.

Yes, we’re talking about old-school, thorough marketing research.

Medium

Use the medium’s features to your advantage:

  • Audio is convenient. People can pitch in to develop the conversation in very unique and unexpected ways.  That means you can learn many valuable insights and connect to your audience at a deeper level.
  • Clubhouse is low pressure. People can join from anywhere, and they don’t have to dress up for it. Besides, they’re the ones deciding to take part in the conversation, so they’re open to the discussion.
  • You already caught their attention. That means you have a very involved audience willing to engage and debate with you. These people are more open to your ideas and likely feel the same way you do regarding essential concepts.

In Conclusion

Thanks to the spike in popularity of Clubhouse, there is an increase in interest in audio-based social apps and that helps in building loyal communities that accelerate your sales, but only if you understand this:

The platform allows you to target a limited audience through ephemeral messages.

This isn’t a disadvantage unless you let it become one. Use the tips above to define your audience and hone your messages. Address the right people with focused and relevant topics, and you’ll see your sales soar. 

David is a serial entrepreneur and CEO of inBeat Agency, a TikTok and Instagram influencer marketing agency used by top e-commerce brands and agencies.

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