what are B2B communities?
When one thinks of a community, the first idea that comes to mind is that of a collection of individuals with shared interests. It is precisely because of these common interests that they discuss, exchange opinions and experiences in an attempt to mutually improve and progress together.
It is possible to create communities both offline and online, but particularly with the advent of digitisation and social networks, the latter have become increasingly important.
Indeed, if harnessed properly, communities are an excellent way to improve one’s brand or product. Thanks to them and the involvement of stakeholders, it is possible to make multiple individuals with the same interest dialogue and actively participate in a single group, using their knowledge, preferences and experience.
HOW DO B2B AND B2C COMPANIES BEST USE THIS STRATEGY?
The community strategy is used differently by B2B and B2C companies, but in both cases it is a key element in building strong relationships with their customers and stakeholders.
But what is the difference between the two markets?
B2C companies:
- They create communities of customers around their brand or product, actively engaging them.
- These communities allow them to listen to consumer feedback, their opinions and wishes, helping to improve products/services.
- They offer a direct channel to communicate with customers, build lasting relationships and increase loyalty.
- They can be used for new product launches, co-creation campaigns and viral marketing activities.
- The most active members can become brand ambassadors and influencers, helping to promote the company and significantly increase visibility, trust and credibility.
If in B2C companies the creation of a community is more immediate and natural, in B2B companies it is very different: loyalty and the exchange of ideas are more complex, but with constant and transparent communication, cooperation between brands can be increased and thus improve the market.
B2B companies:
- They create online communities to connect professionals, industry experts, business partners and suppliers in order to share knowledge, best practices and useful resources.
- These communities facilitate the exchange of ideas, collaboration and networking between companies, helping to strengthen business relationships.
- They are also used to provide technical support, training and resources for the products/services offered by the company.
- They help position the company as a thought leader in its industry.
B2B companies benefit from this strategy because they are more likely to get feedback, provide efficient support, generate leads, collaborate and co-create to increase shared value.
In both cases, a well-structured community strategy creates value for the company by gathering valuable insights, strengthening the brand and enhancing the customer experience through direct engagement.
DEVELOP YOUR COMMUNITY: we help you!
A company may have a great product or service, but if it is unable to reach its consumers, its community, and communicate its value to them, it will be doomed to failure. Conveying solid values and communicating consistency is important to have credibility and authority.
We at Digital Punk adopt this strategy in different areas such as cyber security and retail, maintaining communication that is:
- Direct
- Flexible
- Customised
- Information- and emotion-oriented and no longer product-focused
- Involving
- Transparent
- Consistent with the company’s declared values
The aim is not simply to make oneself known and sell, but to create a community of enthusiastic, loyal and interested people who spontaneously become brand ambassadors by sharing content on their digital channels.
But does one have to be a big brand to be able to develop a community?No.
There are countless examples of small or local companies, both B2C and B2B, that have managed to set up successful digital communication thanks to the web.
Are you a small company? Digital Punk is ready to support you in building your community.
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