People Don’t Just Buy Things, They Join Things!

people don't buy things they join thingsHumans are creatures of habit. Since marketers are humans, this means it's easy for marketers to fall to old tactics and strategies to achieve their business and marketing goals.

Times are changing. Smart marketers are quickly learning that it is no longer simply about eyeballs and impressions. To inspire audiences to connect with brands, marketers must connect in a human way.

Even more important is that audiences and community members are invited to join something bigger than what they can be or do by themselves.

It is human behavior for people to want to feel connected. They want to connect with other humans. They want to know that they are safe, cared for and that their worth on this planet will have a lasting impression. They want to feel a sense of belonging, achievement and actualization.

Bottom line, people want to be part of something bigger than what they can be by themselves. They want to not just buy something, but join something.

In this episode of the Social Zoom Factor podcast I explain why marketing and business leaders leading social media marketing for brands of all sizes must empower their audience and give them something to join that offers value, relevancy, community and relationships that are meaningful. I also share 10 strategies and tips to nurture and grow communities that offer value to all who choose to participate.

Episode Highlights

  • Why people want to be part of something bigger than themselves
  • Why people want to do more than buy things
  • What people look for in a community
  • How community leaders can build a “sticky fabric” that attracts and inspires people to stick around for the long term
  • 10 tips to nurture and grow meaningful communities of value

Supporting Resources:

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About the Author:

CEO / Founder Marketing Nutz, full service social media, digital marketing, experiential brand, conversion optimization agency. Ranked by Forbes as Top 10 Social Media Women and 10 Social Media Power Influencer. Keynote speaker, author, strategist, consultant, coach, & trainer. Helps businesses of all sizes integrate social media into the DNA of their business, connect with target audiences to nurture authentic customer relationships. 15+ years experience working with Fortune 500, Franchised corporations with 4000+ local franchises to entrepreneurs and startups.


  1. Latisha Poulard September 29, 2014 at 10:13 pm

    Hi Pam, I listen to your podcast everyday and learn from your insight and approach to social business. I have a question what do you think the disconnect in brands not taking the time to build community?

    • PamMktgNut September 29, 2014 at 10:46 pm

      Good question @Latisha! I think many times brand leaders simply don’t understand the power of community or the reasons why they should invest in such. They are falling to old tactics and want the short term ROI and have a hard time seeing the long term value of being patient and investing in humans.

      So honored to hear you listen to the podcast daily. Very happy it is providing you value. That is definitely what we strive for.

      • Latisha Poulard September 29, 2014 at 11:03 pm

        Pam, thanks for your response. I can definitely see the unwillingness to invest in people, which is unfortunate for them because brands that aren’t patient in building relationships are totally missing the boat!

  2. […] People Don’t Just Buy Things, They Join Things (blog post & episode 61) […]

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