These communities work more efficiently than brand communities and also foster brand loyalty.
Building B2B communities can be challenging, but it can help marketers achieve effective marketing. They also give marketers access to first-hand audience research, user-generated content and an easy way to find and cultivate influencers.
The author argues that brands should not build a community around their core offerings. Instead, marketers should focus on bringing people together based on shared interests, which can be found through an extensive micro-level data analysis of their consumers.
A detailed analysis of consumer data can enable marketers to be aware of the questions that their audience wants to discuss. Marketers can then leverage this information to form a community of people with the help of microsites and social networks like Facebook or LinkedIn.
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