Don’t Let Your Community Lose Steam After Launch: 6 Tips to Keep the Momentum Going

Launching a new online community is a monumental effort, often involving months of preparation. After perfecting the design, running a soft launch, and executing the official debut, it’s easy to feel a mix of excitement and relief. But then the question arises: How do you sustain the momentum and keep members engaged?

While it’s not always easy, promoting a community doesn’t have to be overwhelming. Here are five essential elements to help ensure your community remains active.

1. Don’t chase new members.

It’s tempting to make “gaining new members” your primary goal, especially after launching. Initially, it feels like an easy metric to track as new users steadily join. But over time, that growth slows, and focusing solely on member count becomes less effective.

Instead, adopt a “What’s in it for them” (WIIFT) approach. The “them” here refers to your community members. Focus on creating valuable content and fostering an environment where members find what they need. When people see value, they’ll naturally share, create content, and recommend the community to others—all of which drives organic growth.

The key is to prioritize creating meaningful experiences and content. Here are some metrics to focus on:

• Does your content solve real problems?
• Are members finding the community helpful?
• What are the satisfaction levels among your community members?
• Is engagement growing (e.g., more comments per discussion)?
• Time spent on the site.
• Pages viewed per visit.

While tracking new members is “nice to know,” it shouldn’t dominate your focus. What truly matters is the value your community provides to its members—that’s what drives long-term success.

2. Create a community newsletter.

When it comes to community newsletters, you’ve got two solid options depending on your goals:

Option 1: A community-specific newsletter

Creating a dedicated newsletter just for your community can work wonders. For a truly curated approach, handpick content that aligns with your community’s most pressing interests. Look at your analytics:

• What topics are trending in your discussions?
• Which resources or posts have the highest engagement?
• Are there any under-the-radar contributions that deserve more visibility?

Pick your top posts. Try adding screenshots of the actual conversation. It makes the content feel more real and grabs attention with a visual element. Then, add context to each highlight. Include a brief explanation of why it matters. For example:

• “This discussion on product roadmapping sparked ideas from 15 different members—if you’re planning for next quarter, this thread is a must-read.”
• “Check out this guide on troubleshooting integrations—it’s been bookmarked by 20 members this week alone.”

If your platform supports segmentation, use it. For instance, send tailored newsletters to subgroups within your community, like new members, power users, or specific interest groups. Highlight content or events that directly align with their behavior. Example: “As someone active in our AI group, we thought you’d find this new case study particularly relevant.”

Option 2: Highlight community content in a company newsletter

If a standalone newsletter isn’t in the cards, try adding a “Community Corner” to your company’s existing newsletters. Use this space to spotlight popular discussions, resources, or events from the community. It might not have the same high open rates as a dedicated newsletter, but you’ll reach a bigger audience. Plus, if the content is valuable, it’ll still drive new interest in the community.

How often should you send your newsletter?

There’s no universal rule for how often to send a newsletter. It depends on your community’s preferences. And here’s the beauty of having a community: you can ask. Use a poll or discussion thread to get feedback from your members—what they want to see and how often they’d like to hear from you. Listening to your community ensures you deliver content they value, which can also help attract more like-minded members.

Whether you opt for a dedicated newsletter or a community feature in company communications, the key is curation. Focus on creating content that resonates with your audience.

3. Use every available owned channel.

If you’re part of a company with a marketing team, chances are you’ve got access to multiple channels to spread the word about your community. But are you using them effectively? Social media can highlight deeper, more valuable content. Your website should make it obvious that there’s a community to join. Even small touches, like banners on your site or email signatures, can go a long way.

Here are a few additional ways to ensure your customers know your community exists:

• After a customer makes a purchase, send them a follow-up message inviting them to join the community. It’s a great opportunity to share their excitement or learn how others are using the product.
• When customers call your 1-800 number, make sure they’re reminded about the community as a resource for support and ideas.
• Encourage your support team to mention the community when resolving tickets or answering questions. It’s an easy way to show customers there’s an ongoing space for help and inspiration.
• Have your customer success team mention the community during their conversations. Whether they’re onboarding new customers or checking in, it’s a perfect time to guide them toward this resource.

The key is to treat your community like an integral part of the customer experience. The more visible and accessible it is across your touchpoints, the more likely customers will engage.

4. Amplify your reach through advertising and co-marketing.

Place your community and its content in spaces where it resonates with the right audience. Advertising might seem intimidating, but with a little help from your team, you can strategically target people who are likely to be interested in what your community has to offer.

Here’s how to approach it:

• Targeted advertising: If your community is for a specific audience, like product managers, consider buying ads in newsletters or on websites they frequent. Relevance is key. Focus on platforms where your ideal members are already spending time.
• Sponsorships: Partner with adjacent businesses to promote each other’s brands. Banners or other placements can drive visibility for your community while benefiting both parties.
• Co-marketing: Work with complementary brands to create and share co-branded content. This could be anything from a virtual event to an eBook. Think of a graphic design software company partnering with a hardware brand that makes trackpads, or a BBQ supply brand teaming up with a recipe site. Collaborations like these expose your community to similar audiences who are likely to engage.

5. Engage your ambassadors

Your most active and enthusiastic members are often your best promoters. Recognize their contributions and give them opportunities to share the community with their networks. Whether it’s spotlighting them in a newsletter, giving them exclusive perks, or involving them in co-creating content, empowering your ambassadors can help spread the word in an authentic way.

6. Make joining, and staying, effortless.

First impressions matter, especially when it comes to your community. A clunky signup process or an unclear value proposition can send potential members straight to the exit. To avoid that, focus on creating a smooth, welcoming experience from the start.

• Simplify the signup process: Keep barriers to entry low. Long, complicated forms or confusing steps will turn people away. Instead:
  • Use social login options to make signing up a one-click process.
  • Implement single sign-on (SSO) so existing customers can use their company credentials seamlessly.
  • Test your signup flow with tools like Hotjar to identify any friction points, then fix them.
• Show, don’t hide: Consider what parts of your community need to be private and what can remain open to the public. Publicly visible sections can showcase the value of your community and give visitors a preview of what they’ll get if they join. People are far more likely to sign up if they can see relevant discussions, resources, or success stories before committing.
• Highlight the value: Once members are in, make sure the experience lives up to the promise. Are they finding useful content and engaging discussions? Is it easy for them to navigate and participate? If the community isn’t delivering immediate value, even the best signup flow won’t keep them engaged.

Build a community worth promoting

Promoting your community doesn’t have to be overwhelming, but it does require intentionality. These tips are just the start, and every community is different, so it’s important to adapt based on your audience and goals. Ultimately, the key to effective promotion is creating a space that people want to be part of.