When you glance outside your window, what do you see? Depending on where you are in the world, it might be a variety of trees, grasses, flowers, shrubs, and so on. But when you look even closer, a whole new world opens up: millions of bugs (visible and invisible) and animals making their home in your backyard. Even more amazing, every one of those organisms has a spot in the food chain and is a vital part of your local ecosystem.
They form a community.
While you could look at a tree or a squirrel individually, they come together to play important roles in their ecosystem. They feed one another and benefit from the other’s existence. While we might think casually about the bird sitting on the power line, it plays an important role in its ecosystem. The individual parts make the sum of the whole ecosystem - and they all thrive for it.
Now, imagine a space where your customers don’t just interact with your brand separately—instead, they interact with each other, sharing insights, solving problems, and driving innovation. This isn’t just a future vision: it’s a growing reality for industrial companies that are building online communities around their brands.
Modern B2B brands are creating ecosystems around them to promote growth and go beyond traditional customer engagement. They foster a sense of belonging and collaboration as they bring individual people together to benefit the ecosystem as a whole. As customers exchange ideas and experiences, they not only deepen their relationship with your brand but also amplify your reach and influence within the industry. They feed each other and create a thriving ecosystem with your brand at the heart of it, bolstered by the efforts of the collective.
Building an online community is quickly becoming a cornerstone for B2B brands looking to enhance customer relationships and industry influence. Companies are transforming how they engage with their audience by creating spaces where customers can connect, share experiences, and collaborate. People are looking for community.
A well-established community not only strengthens brand loyalty but also serves as a powerful tool for feedback, innovation, and advocacy. Understanding the significance of these communities and learning how to cultivate them can set your brand apart, driving long-term success and deeper customer connections.
What is a Community?
A community is defined as "a body of persons of common and especially professional interests scattered through a larger society." This definition captures the essence of what binds a group of people together—shared interests, goals, or challenges. However, the concept of community extends beyond this literal definition.
Colloquially, a community is often seen as a supportive network where members feel a sense of belonging and mutual trust. It's not just about shared interests; it’s about shared experiences, collective learning, and the connections that are formed as a result.
In the context of building a B2B brand community, this means creating a space where customers, partners, and industry peers can come together, fostering relationships that go beyond the transactional and into the collaborative. These communities are usually gated, so individuals must request access to join them. This can require handing over information, such as an email, and might cost a monthly or yearly membership fee.
What is the Significance of Community?
Communities play a crucial role in shaping both individual and collective experiences, particularly within a professional context. At the heart of any thriving community are five core elements: locus, sharing, joint action, social ties, and diversity. These elements create a framework that fosters collaboration, learning, and mutual support. Research indicates that each element is vital, with respondents citing them in a study highlighting their importance. Together, they ensure that a community is not just a group of individuals but a cohesive, dynamic entity where meaningful connections are formed.
Beyond these elements, communities also navigate the dynamics of in-groups and out-groups. In-groups refer to members who are part of the community, sharing its values and goals, while out-groups consist of those who are outside or excluded. This distinction is significant for brands, as fostering a strong in-group can create a sense of exclusivity and belonging among members.
However, it’s essential to balance this by ensuring the community remains open and accessible to new members, preventing the negative effects of exclusion. The strength of these in-group connections can significantly impact a brand's trustworthiness, loyalty, and overall reach. This makes the cultivation of a community not just beneficial but essential for long-term success.
Repercussions of In-Groups and Out-Groups for a B2B Brand
Forming in-groups and out-groups within a community can have significant implications for a brand. In-groups—those who are actively engaged and feel a sense of belonging—often develop a strong emotional connection to the brand. This sense of exclusivity can be powerful, as members feel they are part of something special, which can foster loyalty and advocacy. On the other hand, out-groups, or those who feel excluded, may miss out on this connection, potentially leading to feelings of alienation.
However, when managed correctly, the dynamics of in-groups and out-groups can actually enhance a brand's reach and accessibility. By making community membership desirable, brands can attract more people to want to be part of the in-group, thus broadening their influence. Additionally, fostering these close-knit in-group relationships builds trust—an essential element in B2B marketing. According to studies, buyers are nearly twice as likely to recommend a company they trust to their colleagues (85% versus 48%), underlining the importance of cultivating trust within the community.
Moreover, the distinction between brand trust and brand affect plays a critical role in these dynamics. While brand affect is about creating a positive emotional response in customers, brand trust is about ensuring that customers have confidence in the brand's ability to deliver on its promises. Both are crucial, but trust often takes precedence in B2B contexts, where reliability and long-term relationships are key.
Establishing Subject Matter Experts (SMEs) as industry leaders within the community can further solidify the brand’s reputation for expertise and reliability. This not only extends the brand’s reach but also creates opportunities to educate, demonstrate value, and address customer objections in real time. Communities with SMEs also enable peer-to-peer problem-solving, allowing members to support each other while enhancing the brand’s credibility and fostering brand advocacy.
Ultimately, by carefully managing the dynamics of in-groups and out-groups, a brand can strengthen its community, build trust, and leverage these relationships for long-term success.
Ways to Create Communities
So, how do you grow a community that ultimately thrives as an ecosystem? It takes work, but just like the trees, bushes, flowers, and grass create support for the living beings in nature, the groundwork you lay plays an important role in fostering your community.
Building a vibrant community around your B2B brand requires a strategic approach, leveraging the right platforms, and consistently providing value. LinkedIn, company website forums, and licensed community software are excellent channels, offering the needed infrastructure to foster engagement and interaction. Through these platforms, companies can share a rich mix of resources that keep members informed, engaged, and connected.
To nurture a thriving community, sharing helpful and relevant content frequently is essential. This content should range from practical tutorials and webinars that help users get the most out of your products to thought leadership pieces that establish your company as an industry innovator. Providing this diverse content mix not only positions your brand as a valuable resource but also stimulates ongoing conversations within the community.
Engaging directly with community members is another critical factor. This means being active in discussions, responding to questions, and showing that your brand is invested in the community's success. Offering incentives—such as exclusive content, early access to new products, or special event invitations—can further encourage participation and foster a sense of belonging among members.
Perhaps the most crucial aspect of building a successful community is to be present. Regular interaction and genuine engagement demonstrate your brand’s commitment to the community. This ongoing presence helps build trust and solidifies your brand’s role as a leader and partner within the industry.
Effective engagement also involves encouraging user-generated content, such as testimonials and application examples. This not only enriches the community’s content but also empowers members to contribute, increasing their investment in the community.
While building an online community requires significant resources and a long-term commitment, the benefits are well worth the effort. These communities do more than just enhance customer engagement and loyalty; they serve as invaluable feedback loops for product development and marketing strategies. Through these interactions, marketers can gain insights into customer needs, refine offers, and ensure their messaging resonates with the target audience.
This article is supported by findings from our original research surveying B2B decision-makers. If you would like to see the results of the research and our other findings, download your copy today.