George B. Thomas
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In today's fast-paced and highly competitive B2B marketing landscape, staying ahead of the curve and exploring innovative strategies to maximize your marketing efforts is crucial.
But don’t take our word for it!
In a study conducted by Higher Logic, 81% of organizations with online communities reported an increase in customer satisfaction
A report by Linqia found that 57% of marketers believe that influencer-generated content outperforms brand-produced content.
So today, we’re going to talk about a marketing strategy that has gained significant traction in recent years, influencer marketing, and we’re coupling it with establishing private communities.
Ah, a double shot of marketing strategy goodness.
These two approaches can synergize to boost brand visibility, foster authentic relationships, and drive engagement.
Justin Levy: Influencer and Community Builder
In this article, we have the privilege of hearing from Justin Levy, an expert in social and influencer marketing, as he shares his insights and wisdom on powering up B2B marketing efforts through influencer marketing and private communities.
Justin Levy, currently the head of social and influencer marketing at Demandbase, brings a wealth of experience in the field.
Alongside his role at Demandbase, Justin also leads a private community called Revenue Circle, catering to senior executives in sales and marketing roles.
He has a remarkable professional background, having held key positions in renowned companies such as ServiceNow and Citrix. Justin is a respected writer, having contributed to reputable publications like MarketingProfs and Content Marketing Institute.
He is also an author, having written the book "Facebook Marketing: Designing Your Next Marketing Campaign." Justin's expertise has earned him recognition as a top B2B marketing influencer, and his influencer programs have been nominated for industry awards.
Harnessing the Power of Influencer Marketing and Private Communities Together
To truly leverage the benefits of influencer marketing and private communities, it is essential to approach them strategically and with authenticity.
Justin Levy shares his insights and experiences to shed light on crucial aspects of these marketing approaches.
Building Authentic Relationships with Influencers
Regarding influencer marketing, Justin emphasizes the importance of approaching it correctly. Brands must prioritize authenticity and collaboration when working with influencers.
Instead of treating influencers as "talking heads," brands should strive to co-create content and build meaningful partnerships.
By nurturing authentic relationships and allowing influencers to maintain their unique voices, brands can ensure successful influencer marketing programs that resonate with their audience.
Create Private Communities Aligned with Your Members' Interests and Needs
Justin highlights the significance of providing value to community members in private communities. When developing a private community, it is important to prioritize the members' trust, monitor their preferences, and let the community evolve naturally.
Listening to the community's feedback and desires ensures that the content and activities within the community align with members' interests.
Brands must avoid the pitfall of building communities solely based on their own needs and instead focus on what the community wants.
The Definition and Tools for Private Communities:
Justin highlights the significance of providing value to community members in private communities. Platforms such as Slack, Discord, and Mighty Networks offer tools for hosting private communities.
Slack and Discord are popular for B2B communities, while Mighty Networks provides a white-label platform for building customized communities.
To see an example of the Mighty Network and a HubSpot User specific community, you can head to https://community.hubheroes.com.
These platforms facilitate discussions and connections among community members, fostering a sense of belonging and shared expertise.
Choosing the Right Tools and Monetizing Private Communities
Slack and Discord are commonly used platforms when considering private community tools. While some communities opt for paid membership models, most prosperous communities tend to have a low barrier to entry, allowing for broad accessibility.
However, paid communities like Pavilion and Peak offer exclusive benefits at different membership levels.
The decision to monetize a community should be based on critical mass and the value provided to members.
Getting Started with Influencer Marketing and Private Communities For Your Business
Justin offers practical advice for marketers seeking influencer marketing and community-building endeavors. One approach is to curate a list of influencers relevant to your industry and engage them through personalized outreach.
Marketers can establish valuable relationships and amplify their reach by recognizing their expertise and featuring them in content pieces such as eBooks or blog posts
Additionally, fostering connections with more significant influencers can lead to collaborative opportunities, such as hosting virtual events or hiring influencers to create unique content within the community.
Overcoming Influencer and Community Hurdles
Marketers should be aware of common pitfalls while implementing influencer marketing and private communities and focus on building trust and value. Some key hurdles to avoid include:
- Treating influencers as mere commodities
- Violating the trust of private community members
- Prioritizing personal gain over authentic relationships.
To mention a few. Trust me; the list could go on.
Influencer marketing involves building genuine connections, while community success involves empowering community members and allowing them to shape the community's direction.
Defining Influencer and Private Community Success
Success in influencer marketing is defined by the authentic relationships built with thought leaders and influencers. These relationships should be mutually beneficial, where the brand and the influencer derive value and are proud to associate themselves with the collaboration.
Similarly, success in private communities is marked by engaged and satisfied community members who willingly advocate for the community.
Justin Levy and His Words of Wisdom!
As a seasoned professional in the industry, Justin shares three valuable pieces of advice for you and your future influencer and private community efforts.
First, he emphasizes the power of being a connector and using one's platform to connect with others without expecting anything in return.
Second, Justin highlights the importance of staying two steps ahead by anticipating needs and proactively delivering results.
Lastly, he stresses the significance of measuring efforts and letting data guide decision-making, enabling marketers to learn from past experiences and continuously improve their strategies.
Ready to Get Started?
Incorporating influencer marketing and private communities into your B2B marketing efforts can yield remarkable results, provided you approach them with authenticity, collaboration, and a focus on building value for your audience.
By heeding the insights shared by Justin Levy, marketers can power up their marketing efforts, forge strong relationships, and drive meaningful engagement through influencer marketing and private communities.
Remember, success lies in building authentic connections, allowing the community to shape its direction, and consistently adding value to influencers and community members.
Want to keep learning? Listen to the episode with Justin Levy on the MarketingProfs, Marketing Smarts Podcast.
