B2B businesses often approach social media marketing with an attitude that “bigger is better.” They eagerly believe that the more followers, the better. The more likes, the better. The more tweets at more times in the day, the better.
However, effective B2B digital marketing is not a clear-cut numbers game. In fact, smaller numbers are sometimes better (so long as they convert) because that means you’re targeting the right attention for your blog and social media. Why? The reason that smaller is better comes down to a hot digital marketing topic for social 2015: community.
What Is Community?
The standard definition of a community is a group of people with similar backgrounds and goals. In digital marketing, however, community refers to the small but potent group of fans and peers that make up your client base and B2B business network. Infamous marketing thinker Seth Godin refers to this kind of community as a tribe, or a group of people who connect with each other because they share an idea and a leader.
Successful B2B digital marketing doesn’t strive to add zeroes to your follower counts. Instead, its goal is to attract and engage your tribe — the people who are actually paying attention and actively seeking information. And if you do it right, you might find yourself adding zeroes to your follower counts anyway… except this time these followers will represent targeted prospective customers rather than empty seats.
The Social Media Marketing Podcast recently interviewed Jared Easley, co-founder of the industry-leading podcasting conference Podcast Movement, about creating a community. In the interview, Jared talked about how he used Facebook to build a community of followers who eventually funded his $11,000 Kickstarter campaign. This may not be the best way to raise money for your B2B business, but it does go to show the power of uniting your tribe to achieve a specific goal.