On Discord, you will work with the community using many different features. Your goal is very simple: keep them on your server and engaging with your brand. Each time they engage, they are exposed to your marketing. If your marketing is effective, they will develop a liking for your product and brand and eventually decide to participate in the mint event or secondary trading. They will become your customers.
To achieve this, you should always reward engagement—any engagement. Create a reward system and start distributing these rewards. Make sure to incorporate roles, as they are your biggest asset. The more they engage, the higher the roles they can achieve. The reward system should be based on role progression, with roles unlocking specific rewards. Design a fair system with clear mathematical logic where certain engagements earn a specific number of points, and upon reaching certain thresholds, users progress to higher roles.