As more companies reevaluate how they are engaging their customers, an increasing number are turning to online communities to establish and facilitate conversations. B2B Online has cited a new report by Forrester Research that says 25% of companies will launch online communities to "create higher levels of engagement with their customers and prospects."
Online communities can be a powerful tool in helping to reach and actively engage customers. In fact, if done the right way, they can create a lasting, sustainable bond between the company and community that can lead ultimately advocacy and word of mouth referral. This is especially true in business to business marketing setting if the community is developed and moderated in the right way. Some things to keep in mind when creating a business-to-business online community:
- Keep content relevant. Simply put, customers do not care about you. They care about how you are going to help them and their company. This means that they are looking for value at every turn, especially if they are going to come back. Make sure your content delivers value.
- Facilitate discussion, but accept you don't have control. B2B companies have been slow to accept what B2C has already learned--the customer is in control. Of the message. Of the medium. And of your fate. The key is to provide the platform that enables customers to engage not only with you but their peers as well. Once you try to exert control, you will lose them.
- Proactive communication. We all have busy lives, so it's important to actively invite community members back to see what's new.
- Give members a voice. Include the members in decisions about how the community should evolve. Ask for input, opinions, insight and feedback. And make sure you let them know you are listening.
- Would you come back? At the end of the day, have you created an environment that you would want to return to on a regular basis?
