During challenging times, there is often increased pressure on marketing departments to show results that have led to positive organizational outcomes. To make matters even more challenging, there is a great deal of digital chatter for brands to cut through to make their voice and their mission heard.

We have talked in depth about how failing to advertise or communicate during a challenging period of time economically will lead to pitfalls that may make a bounce-back even more difficult. And as organizations are continuously adapting their messages to the changing times, remaining authentic is extremely important in the eyes of consumers, fellow brands and when marketing on a business-to-business level.

Enter community-based marketing.

Formulating a Community-Based Marketing Approach

In addition to a targeted, digital approach to generate leads, businesses looking to increase brand exposure can work to do so by creating an emotional connection with their ideal market. According to the results of Iterable’s Holiday Quick Poll, 83% of respondents indicated that they were more likely to purchase from a brand that they have an emotional connection with.

So how can a small business create engagement or a deeper, emotional connection with other local businesses and community members? They can work to launch a community-based marketing strategy and foster their involvement in an online community.

By definition, community-based marketing provides an opportunity to create closer, and therefore more valuable, relationships with prospects and customers. As a result of the pandemic and people spending more time at home and connected digitally, online communities have increased in popularity. These “knowledge hubs” are a way in which organizations can market on a business-to-business level and create an open dialogue with prospects and customers. Professional communities are a way in which collaboration can occur organically and products and ideas can be exchanged with ease.

While traditional business-to-business channels such as email marketing, content marketing, digital events and more are necessary to incorporate into a marketing strategy, community-based marketing can form deeper bonds that foster longer, meaningful relationships.

In Summary

For leading corporations in the Capital Region, working to improve and promote our local business community is a must. Organizations and individuals alike understand the power and the impact community assistance can make. Now, largely due to the pandemic, people are even more aware of what is happening in their community and aware of the businesses that are stepping in and stepping up to offer assistance.

Continuing on with your multichannel marketing and advertising approach in order to reach your target consumer and communicate in a way that resonates with your consumer at this point in time is vital. Yet joining and participating in an online community to connect with consumers and to offer resources to fellow businesses only helps to improve the community in which we live.

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