Building an online community can be one of the most powerful ways to grow your brand, provide value to your audience, and create lasting engagement. But where do you start? In this post, we’ll break down the nine essential steps to building a thriving online community and go some way to explain why we chose Circle.io to host our community.
How do we know what they are? — We have been through it with the Collab365 Academy and continue to learn and grow our community as we go.
Step 1: Define Your Community’s Purpose
Before you do anything, get crystal clear on why your community exists. Are you helping professionals network, teaching a skill, or supporting a specific interest group? Your purpose will shape everything—from content to engagement strategies.
For us, this was easier than for some. At Collab365, we already focused on Microsoft 365 and the Power Platform. We had an online community/forum and had been offering events and training content for a while. With the Academy, we wanted to combine these elements into a single ‘place’ for our members—where they could consume learning content, ask questions, get help, and join events.
Step 2: Choose the Right Platform (This Matters!)
Not all platforms are created equal, and choosing the wrong one can make or break your community. When evaluating options, consider:
- Expected Size and Growth: How many people do you expect to attract to your community?
- Ownership & Control: Do you want full control over your community, or are you okay with relying on a third-party social platform like Facebook Groups or LinkedIn?
- Community Features: Do you need discussion threads, live events, private groups, or direct messaging?
- Monetization: If you plan to offer paid memberships, courses, or premium content, look for built-in payment options.
- User Experience: Does that platform allow you to build a community that is easy to navigate for your members? A cluttered or confusing platform can kill engagement.
- Integrations: Can the platform work well with the tools you already use (Zapier, Notion, email marketing, etc.)?
- Analytics and Reporting Features: How much do you need to know about what your community is doing and how engaged the members are?
- Automations and Communications: Does the platform provide automation for member management, including bulk actions, along with the ability to communicate effectively with members, both individually and in bulk?
We tested multiple platforms before choosing Circle.io as the home for Collab365 Academy. It strikes the perfect balance between structure, customization, and monetization, while offering a clean, distraction-free experience. (More on why we love it later!)
Step 3: Identify Your Ideal Members And Attract the Right People.
Your community’s success depends on attracting the right members—not just the most members. A highly engaged, niche-focused group will always outperform a large but disengaged one. Here’s how to define and find your ideal members:
Get Specific About Who Your Community is For
Ask yourself:
- What problem are they trying to solve?
- What goals or aspirations do they have?
- What level of knowledge or experience do they already have?
- What common interests, industries, or backgrounds do they share?
At Collab365 Academy, our ideal members are professionals who want to boost their productivity using Microsoft 365 tools and those looking to master Microsoft 365 and the Power Platform. They need structured guidance and a supportive community to help them achieve their goals effectively."
Create a Member Persona
Just like businesses create customer personas, you should create a member persona to clarify who you’re trying to attract. For example:
👤 Name: “Business ProFessional Keen on Automation and Automation Tools”
🎯 Goal: Wants to automate business processes but isn’t sure where to start
❌ Challenges: Overwhelmed by Power Automate’s complexity, doesn’t know which best practices to follow
💡 What They Need: A structured learning path (We created Success Paths), expert guidance, and real-world use cases
This persona helps shape your content, onboarding, and engagement strategies.
At Collab365, we found that we needed multiple personas, and different aspects of our product set and community were tailored to these personas.
Understand Where They Hang Out Online
Once you know who your ideal members are, you need to find them. Are they:
- Active in specific LinkedIn or Facebook groups?
- Watching content on YouTube?
- Following particular influencers on X (Twitter) or Reddit?
- Attending industry events or webinars?
Knowing this helps you market your community in the right places rather than wasting time on platforms your audience doesn’t use.
Attract the Right Members with the Right Messaging
Your community’s messaging should instantly resonate with your ideal members. Use their language, focus on their pain points, and show them how your community can help.
For example, instead of saying:
❌ “Join our Power Automate group!”
You could say:
✅ “Struggling with Power Automate? Join a community where experts and peers share real-world automation tips and workflows.”
Set Clear Expectations
Once members join, ensure they know:
- What the community is about and what steps they should take first. (Step 4 below expands on this)
- What kind of discussions and contributions are encouraged.
- Any community rules or guidelines to keep things focused.
This step helps filter out people who aren’t a good fit and ensures the right people feel at home from day one.
Why This Matters
A well-defined audience leads to higher engagement, better discussions, and a stronger sense of belonging. When people feel like they’re part of something relevant to them, they’re much more likely to participate and stay.
Step 4: Create an Onboarding Experience That Hooks Members
The first impression matters! Guide new members with a welcome post, a step-by-step introduction, or even a “Start Here” post to show them how to participate.
We’ve found that when new members feel welcomed and see instant value, they’re far more likely to stick around.
Some clear guidance when they land and some tips along the way is a great way to make the feel welcome and comfortable.
At Collab365 Academy we found the challenge was to get our members in front of the content they were most interested in as soon as possible, that is why all our welcome guidance and communications would point to that content.
Step 5: Deliver Consistent Value
Posting content is one thing, but fostering real engagement is another. Offer value through:
- Exclusive workshops
- AMAs (Ask Me Anything sessions)
- Challenges & gamification
- Weekly discussions
At Collab365 Academy, we balance structured content with interactive discussions—this keeps the community dynamic and valuable.
Step 6: Build Engagement Routines
Communities thrive when members participate regularly. We call it the Community Heart Beat and have tried many different ways to achieve it in the Academy.
Try setting up:
- Weekly themed discussions
- Monthly events or live Q&As
- Member highlights to encourage participation, call out success. (We created a Wall of Fame)
Engagement won’t happen by accident—you need to build it into the DNA of your community.
It's also worth noting that while these are good suggestions, they may not necessarily work for your audience and community. This is an ongoing process—what works today may not work tomorrow. Keep reviewing, testing, and don't be afraid to try new things.
Step 7: Automate Where Possible
As your community grows, managing engagement, onboarding, and communication manually can quickly become overwhelming. The good news? You can automate many key processes to keep your community running smoothly while staying engaged with members.
Here are some areas where automation can make a big impact:
Automated Onboarding Sequences
- Set up welcome emails, auto-DMs, or pinned posts that guide new members through their first steps.
- Use scheduled content to introduce them to key community areas, such as important discussions, member introductions, or exclusive resources.
💡 Example: In Circle, you can create onboarding messages and emails as well as create automated email sequences that welcome new members, share key content, and encourage participation.
Scheduled Posts & Content
- Plan and schedule posts in advance to ensure a steady flow of discussions, challenges, and engagement prompts.
- Automate event reminders for upcoming live sessions or Q&As.
💡 Tip: Scheduling regular “question of the week” posts or discussion prompts keeps members engaged without requiring daily manual effort.
Smart Notifications & Announcements
- Set up targeted notifications to alert members about relevant discussions, events, or updates—without overwhelming them.
- Use email digests to keep members engaged without them needing to check in daily.
💡 Example: Circle allows you to send weekly or monthly updates to members based on their preferences, keeping them in the loop without spamming them.
Integrate with Other Tools
- Connect your community to tools like Zapier, email marketing platforms, or CRM systems to streamline communication.
- Automate sign-ups, event registrations, and content sharing across different platforms.
💡 Example: Automatically add new community members to an email list for exclusive updates or course invitations.
Engagement Tracking & Follow-Ups
- Use analytics and tracking tools to identify inactive members and send automated re-engagement emails or nudges.
- Reward top contributors with automated messages, badges, or shout-outs.
💡 Example: Circle lets you track member activity and set up automations to encourage participation from quieter members.
Step 8: Monetization Considerations (If It Aligns With Your Goals)
Once your community is active and engaged, you may want to explore monetization. Whether you're looking to cover operational costs or turn your community into a revenue-generating asset, there are multiple ways to monetize effectively. The key is to provide real value so that members feel they’re getting something worth paying for.
Here are some of the things to consider and best approaches for monetizing your online community:
Paid Memberships & Subscription Models
One of the most straightforward ways to monetize is by offering a paid membership tier with exclusive content, benefits, or access.
💡 Example: At Collab365 Academy, we offer the Platinum Plan which gives access to almost all of our content as well as discounts and early access to other programs and courses that we run.
🔹 Recurring Memberships: Monthly or annual fees for access to premium content, private spaces, or special privileges.
🔹 One-Time Access Fees: A single payment to access lifetime resources or a VIP area.
📌 Tip: Platforms like Circle allow you to create gated, premium spaces for paying members while keeping your free-tier community engaged.
Online Courses & Digital Products
If your community revolves around a skill or industry, selling courses, eBooks, templates, or toolkits can be a highly effective way to generate income.
💡 Example: If you run a fitness community, you could offer a “30-Day Transformation” course with guided workouts, meal plans, and community support.
📌 Tip: Bundle your courses with community access to increase perceived value and engagement.
Exclusive Events, Workshops, & Webinars
Live events, expert-led workshops, and exclusive training sessions can be a great way to monetize without requiring long-term commitments from members.
💡 Example: In the Collab365 Academy we have regular expert led Workshops and Events.
🔹 Charge for one-time access or create an event series for recurring revenue.
🔹 Offer VIP tickets with perks like private Q&As or exclusive post-event discussions.
📌 Tip: Use automation to send reminders and post-event follow-ups to attendees with additional offers.
Affiliate Marketing & Sponsorships
If your community aligns with a particular industry or toolset, partnering with brands through affiliate links or sponsorship deals can be a great monetization strategy.
💡 Example: Setting up an Affiliate program where your members can recommend the community and related product to other people and gain commission on any resulting sales.
🔹 Affiliate Marketing: Earn a commission when members sign up for recommended products/services.
🔹 Sponsored Content: Companies pay you to feature their tools, webinars, or services inside your community.
📌 Tip: Circle does have the ability for you to easily create and manage an affiliate program, onboard affiliates, track referrals, and efficiently manage commissions all within Circle.
Community-Driven Services & Coaching
If you or your team offer expertise, you can monetize through consulting, coaching, or done-for-you services for members who need extra support.
💡 Example: At the Collab365 Academy we offer initial 30 minute calls free, usually to help with Power Platform queries, that then often result in further time being paid for.
🔹 One-on-One Coaching: Private sessions with members who need tailored guidance.
🔹 Group Coaching: Paid mastermind groups or structured coaching programs within the community.
🔹 Custom Services: Done-for-you services, audits, or consulting for businesses that need hands-on help.
📌 Tip: Use a tiered pricing model where basic advice is free in the community, but in-depth support is a paid service.
Step 9: Scale and Adapt Over Time
Your community will evolve, and that’s a good thing. Pay attention to what works, listen to feedback, and refine your approach. As your membership grows, consider bringing in moderators, automating processes, and expanding your offerings.
Don't be afraid to try new things—what worked last month may not work next month. Keep testing, adjusting, and evolving. Successful communities constantly adapt to their audience.
Why We Recommend Circle for Your Community
We tested multiple platforms before choosing Circle.io as the home for Collab365 Academy. Here’s why:
✅ Customizable spaces for structured presentation of our Video content with discusions alongside.
✅ Built-in monetization (subscriptions, courses, events)
✅ Seamless integrations with tools like Zapier & Integromat
✅ A distraction-free experience No social media noise making our Collab365 Academy Community a Microsoft 365-focused destination for our members.
If you’re serious about building an online community, Circle is the best choice. Try it out here and see how it can transform your community-building efforts. They do offer a 14 day trial!
Final Thoughts:
Creating a thriving online community takes strategy, patience, and the right tools. By following these nine steps and choosing a platform like Circle, you can build an engaged and sustainable community—just like we did with Collab365 Academy.
Have questions or thoughts? Drop them in the comments—we’d love to hear from you!