Using community-based marketing to spice up your marketing mix allows B2B marketers to attract new customers and prospects while also building brand loyalty. It’s a great moment to tap into people’s desire for a sense of belonging because they’re all working from home.
- What Is Community-Based Marketing?
- Why Try Community-Based Marketing?
- How to Build a Desirable Community
What Is Community-Based Marketing?
The goal of community-based marketing is to bring people together around a common problem, professional background, or company goal. Having a shared passion and supporting one another creates a great environment for meaningful connections among community members.
Your blog, newsletter, or a community tool like Disciple or Participate can be used to build a community of your own, or you can use your social media platforms to support the communities you already have.
Why Try Community-Based Marketing?
As a marketer, you have access to real-time information on what people are thinking and feeling, which can help you better understand your industry and your customers. You don’t necessarily need to spend money on pricey focus groups or customer research if you have a direct access to what your audience appreciates. People can have a say in how you run your business and what products and services you offer if you have a strong community.
How to Build a Desirable Community
A community leader is expected to be an authority on a given topic. You may build long-term relationships with your customers by making them feel valued and heard. Business relationships are more likely to last when people feel connected to, supported by, and cared for by the people they work with.
The discussion should be open to the participants’ input whenever possible. You want to be able to aid others in solving issues and conquering obstacles with a steady flow of ideas. Get to know your fellow members by participating actively in the chats and making an attempt to get to know them personally.
Keep a close eye on how your community responds. It’s possible that videos will be more accessible to them than long blog posts, or the other way around. You don’t even have to be able to read their minds to find out what they like and dislike; you can just ask them or hold an occasional poll to find out.
Including occasional sales messages, such as subscription offers and member-only discounts, is totally acceptable. However, the bulk of your work should be educational and thought-provoking.
Invite your most loyal customers and ardent admirers to a party. They are able to talk about you in a way that isn’t too promotional.
Seek for people who have clout in the local community. These people don’t have to be huge online stars with a slew of millions of fans. Find the people in your neighborhood who are trusted sources of information on a variety of topics.
Remember that your goal isn’t to amass a large following. Because of their narrow focus, communities can be particularly effective in cutting through the marketing clutter, allowing members to network in an environment where they feel heard and their needs are taken into consideration by others around them.