Online communities seem to be all the rage at the moment. People seem to be bombarding you with requests to join their network and special group. But is it all just self-PR? Are they actually effective? Do they actually promote community and engagement?
In the first of our ongoing features looking at online B2B communities, we speak to Kim Albee who setup the B2B online marketing group on LinkedIn to get her views.
BusinessMedia.co.uk: what was the thinking behind setting up the B2B Online Marketing Group? How many members do you have and has it been successful?
Kim: The B2B Online Marketing Group at LinkedIn was started in March 2008, when after joining a number of different marketing focused groups, I didn’t seem to find the sorts of B2B-specific interests and was curious if I formed a group, could we have more relevant dialog. The group currently has 1,050 members, and we grow at about 20 or more each week.
When the group was formed in March, 2008, LinkedIn didn’t have any way for group members to interact with each other. LinkedIn did have a way to identify a website for a group — so in June, when Genoo launched, I created a website for the group, using Genoo which can be found here.
Because discussions were tough to get going in a good way, the site aims to aggregate content on subjects of interest and critical to online marketing activities for B2B organisations. I believe the site has been a successful and is now a appreciated component to the B2B Online Marketing Group. We welcome submissions by group members that fit our editorial calendar as well.
BusinessMedia.co.uk: with more B2B marketing campaigns moving online, how can marketers ensure this is a smooth process? What do they need to look out for?
Kim: The online medium is the most cost effective and measurable platform for B2B marketers. 75 per cent or more of B2B folks, when interviewed, preferred communications through email as opposed to direct mail, phone, etc. But the challenge for B2B marketers is having control over their web presence — which for many, resides in the IT department.
I think that the key with online marketing strategies in 2009 will be “targeted outreach”. How is that accomplished?
- get your websites and micro-sites SEO optimised so people searching for what you have will find you.
- put together valuable (in the eyes of the buyer) content that helps buyers solve their problems or approach them from new angles.
- pay attention to activity and focus on targeting your email communications to them, so you provide them with more relevant content.
All-in-all, it will demonstrate that you really are interested in your buyers and that you are listening, something we all appreciate.
To help you accomplish those three items above, integrated online marketing tools are essential. Find those that are cost-effective, so you can spend the lion’s share on your content and nurturing strategy.
BusinessMedia.co.uk: how do you plan to grow and develop the B2B online marketing group?
Kim: Our strategy remains the same as when we launched the group; provide content that is valuable to the B2B Online Marketing process, aggregated from around the web and facilitate discussions that forward the action around subjects of interest to B2B online marketing.
BusinessMedia.co.uk: what can UK marketers learn from fellow peers in the US about online marketing?
Kim: I think learning can happen in both directions — about what works and what doesn’t and how to approach it. I’m not sure that UK marketers are distinct from what marketers in general can learn from each other about online marketing. I do think it is important to share what works and what doesn’t — and that doesn’t happen enough.
BusinessMedia.co.uk: what are the opportunities for B2B marketers in 2009?
Kim: Sending to your entire email list for your email campaigns will result in lower and lower response rates. Targeting is key and essential; which puts relevant and valuable content at the top of the list of proficiencies for marketers to figure out how to provide.
If you’re a member of LinkedIn, you can view the group here.
Do you have an online B2B community? What have you found?
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