How to Build a Community-Led Growth Engine

👋 Welcome to Momentum Inspired!

In Product-Led Growth (PLG), the community isn’t just a support channel—it’s a powerful growth engine.

1. A strong community reduces churn by keeping users engaged.

2. Community-driven advocacy lowers customer acquisition costs (CAC).

3. Power users help onboard and educate new users—scaling growth effortlessly.

But how do you build and sustain a thriving community that fuels PLG?

Let’s dive in! 🚀

Why Community-Led Growth Works

💡 A thriving community creates:

✔ Organic referrals → Users bring in more users.

✔ Higher retention → Active members stay longer.

✔ User-generated content → Free, scalable product education.

📌 Example:

• Notion’s online community fuels viral adoption → Templates, forums, & ambassador programs.

• Webflow’s No-Code movement → Turns users into brand advocates.

🚀 Your takeaway: Community isn’t just support—it’s an acquisition and retention engine.

3 Core Types of PLG Communities

1. Support Communities → Lower Costs, Increase Retention

   💡 Why? Users answer each other’s questions, reducing support tickets.

   📌 Example:

   • Notion’s subreddit & forum → Users solve issues & share workflows.

   • Figma’s online groups → Designers collaborate and troubleshoot.

   ✅ Your Move:

   • Launch a forum, Slack, or Discord community.

   • Reward active members with badges, exclusive access, or perks.

2. Advocacy Communities → Turn Users into Brand Ambassadors

   💡 Why? Power users promote your product for free.

   📌 Example:

   • Webflow’s Experts Program → Certified users build Webflow-based projects.

   • Notion Ambassadors → Power users create content & drive adoption.

   ✅ Your Move:

   • Identify superusers and invite them to an ambassador program.

   • Offer exclusive perks (early access, visibility, rewards).

3. Co-Creation Communities → Users Build & Share Content

   💡 Why? Community-generated content scales adoption effortlessly.

   📌 Example:

   • Notion’s template marketplace → Users share workflows & documents.

   • Figma’s community file-sharing → Users create & distribute design kits.

   ✅ Your Move:

   • Enable user-generated content (e.g., templates, plugins, resources).

   • Highlight top contributors to encourage more engagement.

Case Study: How Notion Scaled Through Community Growth

Notion’s community-led model turned users into evangelists.
🔹 Support-driven onboarding → Users helped each other in forums & social media.
🔹 Templates & knowledge sharing → Made onboarding easier for new users.
🔹 Ambassador-led events & workshops → Created a viral growth loop.

🎯 The Result?
📈 Millions of new users from community-led adoption.

🚀 Your Takeaway: Invest in your community—it scales user growth & retention.

Quick Wins to Build Your PLG Community Today

✅ Launch a community space → Slack, Discord, or a forum.
✅ Spotlight superusers → Reward engaged members.
✅ Encourage UGC (User-Generated Content) → Templates, integrations, guides.
✅ Host virtual events → Webinars, AMAs, meetups to deepen engagement.

📣 Let’s Talk!

What’s the best PLG community strategy you’ve seen? Reply to this email—I’d love to feature your insights in a future issue!

Until next time,
Filippo

P.S. Know someone building a product-led community? Share this issue with them! 🚀