Local Marketing Beat #19 | How To Build An Online & Offline Community

In this episode of Local Marketing Beat, we're joined by Areej AbuAli, founder of Women in Tech SEO, and Krystal Taing, longtime community member and Uberall’s VP Solutions. Together, they explore how WTS has grown from a simple London meetup into a thriving global network of 10,000+ members. From fostering trust in digital communities to empowering brands to create authentic offline and online spaces, this episode offers rich insights for marketers looking to build connections at scale.

🔑 Key Takeaways

👩‍💻 From Meetup to Movement: Learn how Women in Tech SEO evolved from a small London-based gathering into a global community of over 10,000 members—without ever compromising on trust or inclusivity.

🤝 The Power of Safe Spaces: Discover why psychological safety, transparency, and a strong code of conduct are non-negotiables when creating meaningful online and offline communities.

📈 More Than a Slack Group: Understand how WTS drives real-world impact through mentorship programs, local conferences, and member-led initiatives—from Philly to Melbourne.

💬 Community Over KPIs: Get inspired by real success stories that go beyond metrics, like two members meeting in the group and going on to co-found a company together.

🧠 Actionable Advice for Brands: Whether you're a yoga studio or QSR franchise, get tips on building grassroots communities—from starting small to using familiar platforms like WhatsApp or Slack.

Areej AbuAli and Krystal Taing offer a masterclass in community-led growth. If you're serious about connection as a marketing strategy, don't miss this episode.

Timestamps

👇 Use the timestamps below to help you jump to what interests you most:

00:00 - Intro

00:20 - Episode overview: Women in Tech SEO

01:35 - How Areej founded the WTS community

02:55 - From local meetups to global reach

04:00 - When WTS became more than a meetup

05:15 - Krystal’s early experience with WTS

06:40 - Why this community feels different from other SEO groups

07:55 - The power of member-led growth

09:00 - Code of conduct and creating a safe space

10:00 - What makes WTS so inclusive

11:00 - How SEO, content, and newsletters drive visibility

12:20 - Blending online and offline: Conferences and community

14:00 - How community helps overcome the fear of networking

15:20 - Practical tips for brands building community

16:40 - Local examples: Gyms, meetups & micro-connections

18:00 - Quality over quantity in community building

19:00 - How to join or recommend Women in Tech SEO

20:00 - Why free, supported communities matter

21:00 - Final thoughts: The future of community marketing in the AI era

22:30 - How brands can create spaces where real interaction thrives

24:00 - Wrap-up & thanks