May 24, 2024
Standing out in a competitive market is no easy feat. Companies are turning to the power of community building to make a lasting impact and penetrate the market effectively. It's not just about reaching a massive audience anymore; it's about forging genuine connections and winning hearts.
Building an engaged community as a way to think about your B2B marketing is like discovering a hidden superpower. It’s not just about achieving your marketing and sales goals. It also positions you as a trusted advisor in the eyes of your audience. When you build a marketing community, you earn their loyalty and ignite their desire to engage with you.
Community? Yes, let's redefine a “new audience” as a “new community”. A community starts out as a marketing audience, then through content marketing, thought leadership and engagement it turns into a community of potential customers & colleagues.
Thinking of this audience as a community right from the start reshapes the way we think about our marketing activities.
And here's the kicker - before the sales process even begins, a significant chunk of the buyer's journey is already complete (about 80% to be specific)! That's why aligning your objectives with your community's needs is an absolute must.
Mark Reddy and I sat down in the latest InDemand podcast to discuss how you build an extraordinary community that thrives and influences. Let's dive into the top five takeaways from this discussion:
1. Spark conversations
Engaging in conversations and gathering feedback from your prospects and customers is like striking gold. It gives you valuable insights into the growth and impact of your community. Whether it's through attending conferences or hosting virtual events, these face-to-face interactions create meaningful connections that leave a lasting impression.
2. Metrics and milestones
Tracking the growth of your community and measuring its influence are vital validation points. They show you how far you've come and where you're headed. So keep an eye on those metrics and milestones. They're like little victories along the way, showing the world the impact you're making.
3. Strategy meets community
Building a community should go hand in hand with your overall business strategy. Take the time to conduct a market assessment and truly understand your audience—their characteristics, needs, and desires. When you align your community-building efforts with your strategy, you become an educator, providing value that resonates with your community and propels them towards your products or services.
4. The buyer's journey
The buyer's journey is a thrilling expedition that you must understand. Where there used to be two people involved in the buying decision, there are now 11. Define the stages of this journey and tailor your content and engagement strategies accordingly. It's all about delivering the right message at the right time.
5. Forever and beyond
Community building is a long-term commitment. Consistency is key. Continuously provide value, share insights, and keep those communication channels open. Be the friend they can rely on, the mentor they trust. Nurture your community, and one day, you'll witness the magic. You'll encounter those "aha" moments where someone feels like they know you, even though you've never met. That's when your community becomes your greatest advocate, spreading the word and bringing new friends your way.
Community building is the secret ingredient to achieving brand awareness and market penetration. So, unleash the power of community and embark on an exciting journey of growth and success. Together, we can make magic happen!
Listen to the latest podcast: https://www.sella.io/indemand-podcast
