Discord: What Is It and How Can You Use It For Marketing?

Discord started as a platform for gamers, but it has quickly evolved into a space for all kinds of communities, from hobbyists to professionals. Today, it hosts millions of users across different niches, making it a powerful tool for businesses looking to connect with their target audience.

This blog will provide an overview of Discord, its core features, and how businesses can leverage the platform for marketing purposes.

What Is Discord?

Discord is a free communication platform that allows users to create servers, which are essentially community hubs. Within these servers, people can chat through text, voice, or video. Initially popular among gamers for its low-latency voice chat, Discord has expanded its reach to a wide variety of users. It’s used by everyone from hobbyists to professional communities.

Discord is built around “servers” — virtual spaces where users can join discussions, interact in different channels, and even build communities. These servers can be public or private, with the ability to add various roles and permissions for users.

Servers are divided into channels, which can be either text-based or voice-based. Text channels are ideal for conversations and file sharing, while voice channels enable users to speak with each other in real-time. There’s also the option to stream video or share screens, making it a versatile platform for communication.

How Discord Is Different From Other Platforms

What sets Discord apart from other social media and communication platforms is its emphasis on building dedicated communities. Unlike Facebook, Instagram, or Twitter, which are more about broadcasting messages to a wide audience, Discord is focused on fostering in-depth interactions and conversations within smaller, like-minded groups.

Why Should You Use Discord for Marketing?

As a business, using Discord can open up opportunities to create deeper connections with your audience. Here are some reasons why Discord is becoming a valuable marketing tool:

1. Direct Access to Niche Communities: Discord servers often revolve around specific interests, which makes them ideal for reaching highly-targeted groups. Whether your business focuses on tech, fashion, gaming, or any other industry, there’s a Discord community that aligns with your goals.
2. Real-Time Engagement: Discord allows for immediate, real-time communication with your community. Whether it’s a casual conversation or an urgent announcement, your message can reach people instantly. Working with a Discord Marketing Agency ensures that your messages are crafted and delivered strategically to maximize engagement.
3. User-Generated Content: Discord’s community-driven approach encourages users to share their own content. This can be a great way for businesses to see how their customers are engaging with products, ideas, or services.
4. Building Loyalty: Creating a strong, engaging community on Discord helps businesses build customer loyalty. By being active and responsive in your server, you can make users feel valued and heard.
5. Low-Cost Marketing: Discord is free to use, and there are minimal costs associated with building and maintaining a community. For businesses on a budget, this can be an effective way to market products and services without heavy investment.
6. Exclusive Offers and Content: Discord allows businesses to provide exclusive content, promotions, or events to members of their server. This sense of exclusivity can incentivize users to join and remain active.

How Can You Use Discord for Marketing?

You can use Discord for marketing by creating a branded community, engaging directly with customers through live events, and offering exclusive content or promotions. Here are some key points on how businesses can use Discord for marketing:

1. Create a Branded Discord Server

The first step to using Discord for marketing is to set up your own branded server. A server is the foundation of your Discord marketing strategy, and it’s where your community will engage with your brand.

When creating a server, consider the following:

• Choose a Name: The server name should clearly reflect your brand or niche. Keep it simple and memorable.
• Create Channels: Organize the server with relevant channels. For example, if you’re a tech company, you might have channels for product discussions, troubleshooting, news, and customer support.
• Set Rules: Make sure to establish guidelines for behavior to ensure a respectful and productive environment.
• Customize the Server: Customize your server with logos, banners, and branding colors to make it visually aligned with your business identity.

2. Engage Your Community

The key to any successful marketing campaign on Discord is active engagement. Unlike traditional platforms where you post content and wait for responses, Discord requires you to be more interactive. Here’s how you can engage:

• Host Live Events: Host live Q&A sessions, product launches, or special events in your server. These events allow you to interact with your audience in real-time and answer questions or share insights about your brand.
• Run Polls and Surveys: Discord makes it easy to run polls to gather feedback from your community. This can be a great way to learn what your audience likes and dislikes.
• Hold Contests and Giveaways: Contests and giveaways can be an excellent way to drive traffic to your server and reward loyal community members.
• Create a FAQ Channel: Having a dedicated FAQ channel allows your customers to find answers quickly and ensures your support team doesn’t have to answer repetitive questions.

3. Offer Exclusive Content

Discord is an ideal platform for offering exclusive content or sneak peeks. This can help build anticipation and loyalty among your community members.

For instance, you can:

• Provide Early Access: Give your server members early access to new product launches, content, or features before they are available to the general public.
• Create Member-Only Channels: Set up private channels within your server that are only accessible to members who meet certain criteria, such as those who have made a purchase or engaged with your brand.
• Share Behind-the-Scenes Content: Share exclusive behind-the-scenes content with your Discord community to make them feel like insiders. This could include product development insights, company culture, or sneak peeks of upcoming projects.

4. Collaborate with Influencers

Discord is a great place to collaborate with influencers, especially in niche communities. Find influencers within your industry who already have an established presence in the platform and see how you can work together.

Influencers can help promote your server and attract new members by:

• Hosting Events: An influencer can host a live event or discussion in your server, such as an “Ask Me Anything” (AMA) or a live stream.
• Shoutouts and Mentions: Influencers can also give your server a shoutout to their followers, helping you build an audience more quickly.

5. Provide Customer Support

Discord can serve as a platform for customer service. Many businesses use their server to offer customer support, allowing users to ask questions, report issues, and resolve problems in real-time.

• Support Channels: You can create dedicated customer support channels within your server, where users can raise issues and receive assistance.
• Community Support: You can empower your community to help each other by creating channels where customers can share tips, solutions, or experiences.

6. Integrate Bots to Enhance User Experience

Discord bots are automated tools that can help improve your server’s functionality and make interactions more efficient.

• Moderation Bots: These bots help maintain order within your server by automatically removing spam or inappropriate content.
• Event Reminder Bots: Set up bots to remind your community of upcoming events, product launches, or promotions.
• Music Bots: If you’re running an event or party, music bots can provide background music to make the experience more engaging.

7. Cross-Promote Your Discord Server

Once your server is up and running, the next step is to let people know about it. Cross-promotion is a key strategy for growing your Discord community.

• Social Media: Promote your server on social media platforms like Twitter, Facebook, and Instagram. Share the link to your server, along with a brief description of the value your community offers.
• Email Marketing: Include an invitation to join your Discord server in your email newsletters.
• Website Integration: Add a Discord invite button to your website to make it easy for visitors to join your community.

8. Analyze Your Community’s Feedback

Monitoring and analyzing the activity within your Discord server can help you gain valuable insights into your audience’s preferences, pain points, and needs. Tools such as Discord’s built-in analytics can show you how engaged your members are, what channels are most active, and what content resonates with your audience.

You can also gather feedback directly from your community through surveys or polls to fine-tune your marketing strategy and improve your offerings.

Conclusion

Discord is not just a platform for gamers. It has evolved into a powerful tool for businesses to connect with their audience, build communities, and market products. By creating a branded server, engaging with your community, offering exclusive content, and leveraging bots and influencers, you can harness Discord’s potential for marketing success.

As more businesses turn to Discord for customer engagement and marketing, it’s crucial to stay ahead by learning how to use the platform effectively. By focusing on real-time interactions, exclusive content, and collaboration, you can build a loyal and engaged community that drives your brand forward.

Discord offers a unique, direct, and personal way to reach your audience, and with the right approach, it can be a cornerstone of your marketing efforts.