Social media is dominated by a few names overwhelmingly that numerous marketers likely ignore smaller sites that serve a particular niche or sector. In any case, B2B marketing practitioners who vigorously partake in niche-specific online communities are finding that these lesser-known channels are superb sites to discover leads. Beside generating new leads, B2B marketers are receiving the rewards of a quality feedback and level of information sharing in these communities.
This post presents you a couple of pointers to guide you to be exceptionally efficient in utilizing niche-specific online communities as a feature of your B2B marketing toolbox. In any case, let’s take a look on some of the of the benefits you’re inclined to get from joining in these online platforms.
While cynics of niche-specific online communities want to work inside the limits of the major social networking sites, promoters of these smaller platforms are taking advantage of more focused audiences. Aside from increasing their B2B leads database, the latter group of markets additionally utilizes niche-specific communities as a low-cost source of information, brand acknowledgment media, client service expansion, and market research facilities.
To help you experience the full advantage of niche-specific online communities, be reminded and employ these things in your own campaigns:
- Study the community first.
After finding a community to engage in, you have to thoroughly study and observe that particular network before joining. Check if the community is active and is handled accordingly. Get to know the members and subgroups. Find out what they’re already talking about and search for questions or discussions that you can start from.
- Be a true expert.
When joining a community, the last thing you want is to be branded as a spammer. That’s why you should show your expertise by addressing issues that your target prospects are tackling and which you can also intelligently talk about. Always think about what value you can bring to the table first before you think about building your B2B leads database or promoting your brand.
- Focus on fans, not followers.5
While the number of followers gives you some kind of yardstick for the amount of fresh leads you can produce or the potential size of your branding audience in that community, those people who truly interact and respond matter even more. For example, the number of followers who are very active in commenting or responding to your blog posts is more important than how many blog followers you have.
- Show your personality.
Aside from your expertise, the people in the niche-specific community you’re in will likely look for the unique character that is projected in your content. You should find your voice and stick to it. This builds identity which in turn establishes trust.
- Invest quality time.
You should go beyond the idea that online communities are merely sites for B2B leads to hang out in. Joining in communities take time and effort. Building B2B leads database, brand recognition, and market research/study may take a while to accomplish through online communities. That’s why you have to deal with the time element in selecting to use sector-specific online communities in your campaign.
Similarly as with any other B2B marketing channel, taking an interest in niche-specific online communities will oblige you to convey value and exhibit skill before you can hope to acquire new leads. Value and skill are the motivations you offer your co-members in engaging in with you.