Are You Tapping Into Online Communities for B2B Lead Generation?
by MGB2B
In the late 1970’s, the first messages were exchanged on an early online bulletin board and voilà — social media was born. The term may not have been coined quite yet, and a couple decades of evolution were still required to produce what we now refer to as ‘social media channels,’ but the framework was there.
This structure of communication and exchanging ideas is still the heart of a successful social media network, but mainstream channels like Facebook, Twitter, and even LinkedIn do not hold all the answers for B2B marketers. Generating highly-targeted, lead-focused conversations online sometimes means moving off the beaten path of likes and follows and into the world of niche communities. An article from Clickz.com uncovered several such platforms, with discussions ranging from craft brewed beer to challenges facing oil and gasoline rig professionals. These communities are ideal incubators for B2B lead generation.
Why invest time (and potentially dollars) in these vertical sites? Here are 3 good reasons:
- Online communities are for passionate people. Take sports fans for example. Not the casual “I’ll watch the game if it’s on” followers, but the die-hard, rain-or-shine, knows-every-player’s-stats-by-heart enthusiasts who could easily talk at you for hours about last night’s epic play. This intensity exists across all industries, and finding the online community where like-minded people gather to discuss your industry, i.e. their passion, will help you access valuable insights and a network of potential brand evangelists.
- Passionate people talk to other passionate people. An extra hour of battery life in a smartphone sparks endless discussion on social media and, likely, a big boost in the brand’s sales. Driving such conversations in niche online communities can have a similar effect on brands in B2B markets where an extra hour of productivity doesn’t just mean more texts and tweets, it can mean millions in added revenue. Encouraging dedicated members of these communities to share their experiences with your brand can earn you critical recognition and leads.
- Community members thirst for knowledge. Experts seek to learn everything there is to know about their field. The same goes for members of online communities who use networks to explore and fuel their passions (see #1). If there is a new app for managing warehouse inventory, members of a logistics and distribution center community already know about it. What better place to introduce your own app or product, provided it doesn’t overstep the community’s commercial guidelines?
There are countless other reasons to get your brand involved with an online community. These sites are generally well organized and searchable, enabling users to easily find individual topics of interest, or even other users. Many sites also support banner advertising, giving your brand a level of exposure that would likely not be allowed on a forum post.
Like any social media network, building a profile and relevant content takes time. If you’re not familiar with the community, do your research before diving in. Which conversations, or ‘threads,’ are most popular? Is there any terminology you need to learn before starting a conversation? Who are the forum leaders and do you need to contact them prior to joining? Once these steps are sorted out, you’ll find that these communities offer rich insight into niche markets where your message can flourish and spread to potential customers – the right ones.
Tags: B2B social media strategy, forums, lead generation, online communities, social media for lead generation, thought leadership