There are a variety of brands and companies that currently employ purpose-driven communities to engage their customers and reap a variety of benefits and rewards, such as:
- Increased traffic and time spent on-site
- Cost savings on customer support
- Extended customer life cycles
- Insights that drive product development
- Increased revenue
Internal Ideas
1. Aggregate all company sales materials and content, feature upgrades and news, so sales people can easily find everything in one place to share with prospects, and new employees can be brought up to speed quickly
2. Share best practices among employees who don’t normally communicate externally
3. Let your employees discuss and create marketing ideas. For example, have a contest to see who can create the best video pitch for the company, then put the winning pitch on the company website and reward the winner.
4. Let sales people create groups/clubs for themselves and/or different territories to share best practices and insights
External ideas
5. Community as a hub for all public company content – news, blogs, Twitter, videos, etc. – so partners and prospects can easily see what is going on.
6. Give best customers and partners access to exclusive content, training videos, partner materials, discounts, etc.
7. Give best customers and partners access to company experts
8. Include areas where partners and customers can request new features and products and comment on existing ones to drive product development
9. Use to keep people informed of existing product development cycles and company news
10. Let customers and partners answer each others’ questions.
What other ideas would you add? What B2B companies have you seen that are doing this well?
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