It's time for B2B marketers to refresh their strategies, and community-based marketing (CBM) is a great way to gain attention and loyalty from prospects and customers. Digital communities are experiencing a resurgence, and with many traditional marketing channels becoming increasingly saturated and costly, CBM offers a new avenue for B2B marketing.
CBM is most effective during the interest, consideration, and desire stages of the marketing funnel. When selecting a group host, it's important to look for someone with both seniority and softer skills like empathy. Choosing the right platform can depend on your industry, target audience, and business size. Open source software and mobile-first platforms are low-cost options.
To make your CBM strategy a success, curate conversations rather than dictate them, and be consistent and persistent in your posts. It may take time to build trust and grow a community, but the effort will result in a valuable asset for both you and its members.
The Case for Community-Based Marketing in 2021
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