Community Is the New Marketing: How to Build and Scale a Thriving Tribe

Traditional advertising is losing its edge, and buyers are gravitating toward brands that feel more human, more engaging, and—dare we say it—more fun. The secret sauce? Community.

 This post was edited with assistance from AI, based on a guest interview from the People First Leaders Podcast  

I recently sat down with an expert in community-driven business growth—let’s call him Alex Carter*—to discuss why community is the new marketing and how businesses can harness this powerful approach. 

(*Name changed to protect privacy.) 

Why Community Matters More Than Ever 

Imagine you’re searching for a new CRM. You find two promising options. One has a basic website with a few testimonials. The other has a thriving Discord group, a Slack channel full of active discussions, and YouTube influencers raving about it. Which one do you choose? 

For most people, the answer is obvious. The CRM with the engaged community feels like a safer bet. It’s a living, breathing ecosystem of support, where users help each other, share best practices, and make the entire experience more dynamic. In short, it’s more fun. 

As Alex puts it, “People don’t just buy products; they buy into movements. When you create an interactive, engaging environment, your customers aren’t just customers—they’re advocates.” 

The Building Blocks of a Powerful Community 

Starting a community isn’t just about throwing together a Facebook group and hoping for the best. According to Alex, a strong community starts with two essential ingredients: 

1. A Clear Purpose: Who is this community for, and what is it designed to accomplish? The more specific, the better. “A community for solo female travelers to exchange tips on safe travel destinations” is far more compelling than “a travel group.” 
2. Commitment from Members: A real community isn’t just a list of names. It requires investment—whether that’s time, money, or both. Alex recommends charging a premium membership fee (at least $2,000) to ensure members have skin in the game. If the barrier to entry is too low, engagement will be weak. 

Scaling Without Losing the Personal Touch 

One of the biggest concerns about community-building is scalability. How do you keep things personal when your membership grows to 20,000 people? 

Alex has seen it done successfully in multiple ways: 

• Segment by Time Zones: Offer different meeting times for different regions to maintain intimacy. 

• Empower Leaders: Train moderators, ambassadors, and core members to take ownership of different segments. 

• Gamify the Experience: Create challenges, leaderboards, and shared missions to keep engagement high. 

One of his favorite methods is the “60-day challenge” approach. For example, in a sales-focused community, members might spend two months refining their prospecting skills together.

The shared journey fosters collaboration and accountability, making it far more engaging than a traditional online course. 

The Difference Between a Community and a Network 

A common mistake entrepreneurs make is confusing a community with a network. A true community is a place where members feel a sense of belonging. They show up consistently. They contribute. They support each other’s wins. 

By contrast, a network is just a collection of people loosely connected by a shared interest. “If you’re charging people $70 a month and offering no real engagement, you don’t have a community—you have a glorified email list,” Alex says. 

Community-Driven Success: A Case Study 

A great example of community power comes from YouTuber Ali Abdaal. He started a YouTube channel, built an engaged following, and eventually launched a high-ticket mastermind group: The Part-Time YouTuber Academy. His first challenge? Figuring out pricing, structuring the experience, and ensuring members saw real value. 

The result? A thriving community where members not only learned from Ali but also from each other—accelerating everyone’s growth. 

Final Thoughts 

Community is not a quick cash grab. It’s not something you scale overnight with automation and ads. It’s built on genuine connection, shared goals, and mutual support. 

If you’re serious about leveraging community as your marketing strategy, start by creating something truly valuable. Clarify your mission. Gather your first five members. Provide transformational value. And then, as engagement grows, layer in scalability. 

Because in today’s world, the brands that build communities aren’t just selling products—they’re building movements.

This story is based on my podcast interviews.  If it resonated with you, please like and comment. 

As with most intellectually curious authors, I am in a constant battle against clickbait articles. Your help is a way of saying “I want to read meaningful writing.” 👏😊 

I also host a podcast called ‘People First Leaders’ through Substack. 

My articles here are based on my interviews with podcast guests, and I would truly value your contributing to the conversation on both platforms. 

https://www.dougutberg.us/podcast