Community marketing

Community marketing. In recent years, private domain traffic and words such as KOC and KOL appear frequently in the process of enterprise marketing. in view of these "high-frequency words", many B2B enterprises also realize the operation of private domain traffic through community to promote the growth of enterprise marketing.Next, True-E Canada Digital Marketingexpert Jenny Mei will tell you more about it.

But as B2B marketers who have run communities know, communities can easily be reduced to silence. This is related to the fact that the marketing audiences of B2B enterprises are basically senior executives and decision-makers, but this silent phenomenon also leads to many marketers no longer operating the community, resulting in the inability to transform user value.

Therefore, from the perspective of marketing benefits, the choice of social marketing is not suitable for B2B enterprises. In fact, in the marketing demand of B2B enterprises to create a private domain flow pool and achieve marketing growth, community marketing is more suitable than social groups.

The community uses a group of people as the carrier, gathering some people with the same needs and hobbies together, but the popularity of the community is easy to dissipate, and the high-quality content is easy to be topped up by the chat content. in the end, high-quality content does not really affect the group of interested users. While community marketing is different, community posts are ranked according to popularity, the hotter the posts are, the more they will be seen in front, and high-quality content can also be at the top to continuously affect users, forming a long-tail effect, properly solving the problem that high-quality content in the community can not continuously affect users.

The content of the community is generally presented in the form of posts, and there is a lot of information that can be exchanged in the content of posts. Take marketers, for example, they may leave some marketing skills, marketing materials and information in their posts. As long as the content that marketers often pay attention to is in the post, when someone searches, it is easy to be retrieved by search engines to maximize accurate traffic.

3.There is a risk for the B side to unify users in the community.

From the perspective of B2B enterprise marketing, the establishment of a community will inevitably encounter competitive companies pretending to be users to participate in the community, then the materials and product introductions distributed by corporate marketers in the community will be seen by competitive companies, resulting in the loss of internal data; at the same time, it may also bring the risk that intended users choose competitive companies, and ultimately unable to achieve the transformation of business opportunities.

As a communication platform with content as the carrier, the community gathers a group of people with common attributes together, in addition to the community background center can see user information, which not only ensures the security of user data, but also solves the risks brought by community marketing.

At present, we can find that there has been a significant change in people's need for communication, and we hope to attract like-minded friends to continue to communicate at the same level by sharing content, opinions and knowledge, so as to ensure the continuous production of content. Therefore, when doing community marketing, B2B enterprises need to locate themselves and expand the scope of user services based on this level.

Understanding the target user is a necessary basis for any kind of marketing. When considering doing community marketing, B2B enterprises need to take the initiative to familiarize themselves with their own products, make themselves one of the users of their own products, and then spend enough time as users in the user group to understand the characteristics of the audience users. and find out several types of users who are very representative. Then, through the understanding of users, find the needs of users, and according to the needs of users, continue to try, until find the right marketing positioning, to facilitate the follow-up community operation work can be completed.

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