What Marketers Need to Know About Clubhouse
Finding new social platforms to advertise on is part of what makes you a great marketer. You’re always on the lookout for creative ways to reach additional members of your target audience, gain followers, and convert them to customers.
Odds are you’ve heard about the Clubhouse app’s popularity among entrepreneurs, thought leaders, celebrities, and industry professionals. With approximately 10 million+ users, you definitely could reach a significant number of people who may be interested in your products or services.
So, should you start using Clubhouse to market your company?
The answer is: it depends.
Let’s talk more about Clubhouse first:
- The app is a mashup of a webinar, podcast and live radio show.
- There are several thousand rooms that offer talks about different industries, professions and interests.
- Topics may cover anything of interest to the public, such as entrepreneurship, business advice and productivity hacks.
- Users choose which rooms they join and leave.
- Users can listen to the discussion or raise their hand to participate.
- Since the talks are live, they’re gone when they end.
- Because the app is in beta mode, you need an invitation from a current user to join.
- The app was originally only available to iOS users. Clubhouse launched on Android in the summer of 2021.
Why might Clubhouse appeal to marketers?
- Many people enjoy listening to engaging conversations while working, driving, or exercising. This convenience can help you attract and retain customers. Because they can carry their phone with them wherever they go, they gain ongoing access to your messages. This can position your brand as being credible, trustworthy and authentic. Customers look for these characteristics when deciding which companies to do business with.
- People crave intimate, meaningful conversations. The fear of missing out (FOMO) runs deep. This is why many users are on the Clubhouse app for hours or days at a time. You can capitalize on this by hosting discussions about your offerings to engage your audience with each other and with your brand. Building authentic relationships lets you attract and retain customers, which builds brand loyalty.
- People desire to feel like part of a community. They want to talk, learn, meet and connect with others. By engaging your followers in conversations about a common interest – your products or services – they feel more connected to each other and your brand. This can increase your customer base and number of repeat sales.
- Users can see who their friends are following on the app, which may include your company, and decide to do the same. The more followers you have, the more access you gain to their networks. This can increase your number of followers. After interacting with your brand over time, your customer base should grow.
- Users spend a large amount of time on Clubhouse because of the value they gain. This often takes the form of Q&A sessions where they can talk with an industry professional about their products or services. The more people hear about how your offerings can solve their problems and make their lives easier, the more likely they are to purchase from you.
- You can use the platform to share your brand story, connect with customers and gain feedback about your offerings. You also can arrange for impromptu focus groups to create awareness of your company. The more value you provide, the more you become known for your quality advice. This can help you develop new connections that can convert to customers.
How can your company grow a following?
You must be active on the Clubhouse app and show up on stages to position your company as a thought leader. So, one of your best options is to join a room that has 5-20 people in it and is relevant to your industry. You’re more likely to be invited on stage and get to know the people who often visit the room. The more consistently you show up, the more likely the hosts will be to pull you on stage. This lets the audience notice you more, which can increase your number of followers.
What should you do when you’re onstage?
Your main focus should be on delivering value to the audience. You might ask or answer a question to create or enhance engagement. Or, you could talk about your brand, industry or mission. Your listeners can click your bio to learn more about you and follow your company. Every time you open a room or join a stage, your followers will be notified. Many are likely to join the conversations you’re a part of.
Examples of success on Clubhouse
In the Startup Club room, an intellectual property attorney who answered questions from the audience for 2 hours ended up with 20 new clients.
A former CEO and President of Focus Brands, which is the parent company of Cinnabon, hosts a weekly Office Hours room to help other businesspeople and entrepreneurs succeed. When she told the audience to send her their address if they wanted a free Cinnabon, most of the people in the room were talking about the company for 2 weeks.
Bite Toothpaste sponsored a room where the company’s founders shared their story and gained close to 30 customers.
Are you ready to start marketing on Clubhouse?
Contact Operam to start marketing on Clubhouse today. We look forward to helping you.