Building Genuine Communities in Marketing | E10
Ruta Sudmantaite
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Creating a vibrant community can be the secret sauce that sets your brand apart. But what exactly makes a community tick, and how can marketers build one that thrives? In a recent episode of the “Blame it on Marketing” podcast, our hosts delve deep into this very topic with SEO expert Ben Goody. Here's a rundown of their insightful conversation.
What Defines a Community?
Many organizations splash the word "Community" on their websites, but not all truly foster a sense of belonging among their members. Ben Goody emphasizes that “community is the people” — not the platform or the content alone. It's about creating something that provides value and encourages engagement, making members feel they’re part of something bigger.
"The real meaning of community is the fact that you've created something that derives value for the people who are involved."
Emma, the community builder, adds that fostering engagement isn't just about attracting followers but ensuring those followers interact and support each other.
Common Pitfalls in Building Communities
One of the biggest mistakes companies make is treating community building as a short-term marketing tactic. Ben points out that “everyone has a short-term view in marketing,” focusing on immediate growth rather than sustainable engagement. This often leads to communities that are more about extracting value than giving back, resulting in stagnant or inactive groups.
"You shouldn’t need a hundred managers creating conversations. A good community fuels itself."
Another common error is the over-commercialization of communities. When companies prioritize selling over genuine interaction, they miss out on the organic growth and trust that make a community truly valuable.
Best Practices for Building B2B Communities
1. Niche Down
Instead of casting a wide net, focusing on a specific niche can help in creating a more engaged and passionate community. Ben shares his experience with his SEO community, which started as a podcast and evolved into a Content Hub. By narrowing down to “high growth SEO case studies,”strong> he managed to attract a dedicated following.
2. Provide Genuine Value
A community thrives when members feel they’re gaining something valuable. This could be in the form of knowledge sharing, networking opportunities, or exclusive content. Ben mentions, “if you can create a safe space, people will ask questions and help each other,”strong> which fosters a self-sustaining environment.
3. Invest Resources Wisely
Building a community isn't a set-it-and-forget-it endeavor. It requires consistent effort and resources. Ben highlights the importance of having dedicated roles, such as a Community Engagement Officer, to manage and nurture the community effectively.
"Who's going to do this? Community does extend beyond just the Slack. All the activities, your events, your content—all of that is community building."
The Role of Social Media in Community Building
Social media platforms like LinkedIn can serve as fertile grounds for building communities. Ben notes that LinkedIn has become a community hub where professionals interact, share insights, and support each other. Instead of moving members off-platform, leveraging the existing engagement can lead to a more authentic and active community.
Organic Engagement Over Forced Moves
Trying to migrate your community from platforms like LinkedIn to your own space often leads to a drop in engagement. Ben advises, “if you have a thriving social account, that's completely community,”strong> suggesting that nurturing the community within existing platforms might be more effective.
Leveraging Communities for Marketing Success
Content Collaboration and Feedback
Communities can be a goldmine for content ideas and feedback. Ben shares how his team uses community discussions to generate blog topics and solve common problems, ensuring the content is directly relevant to their audience’s needs.
"When there's a great community, people are already complaining about their challenges, which is the perfect place to get content ideas."
Building Long-Term Relationships
Investing in a community is a long-term strategy. It’s about building relationships that can last throughout the members' careers. Ben compares it to content marketing, where quality beats quantity, and sustainability trumps quick wins.
Practical Steps to Start Your Community
1. Identify Your Niche
Pick a specific topic that addresses an underserved need within your target audience. This focus will attract members who are passionate and engaged.
2. Choose the Right Platform
Select a platform that aligns with where your audience already engages. Whether it's LinkedIn, Slack, or another medium, ensure it supports the type of interaction you envision.
3. Foster Initial Engagement
Seed conversations by involving community advocates—members who are passionate and willing to kickstart discussions. This can be done organically by recognizing and encouraging active participants.
4. Provide Continuous Value
Consistently offer valuable content, whether through exclusive insights, interactive sessions, or collaborative projects, to keep the community engaged and growing.
Conclusion: Invest in Your Community
Building a genuine community requires time, effort, and dedication, but the rewards are immense. From fostering brand loyalty to generating meaningful content, a well-nurtured community can become one of your most valuable marketing assets. As Ben aptly puts it, “Don't shy away from it just because it feels like a massive job—think about the long-term value you’re creating.”
So, if you're looking to elevate your marketing game, consider investing in building and nurturing a genuine community. It’s not just a trend—it's a foundational strategy for sustainable success.
