Unleashing the Power of Digital Communities: Lessons on Effective Audience Engagement

08.23.23

Laliv Hadar, VP, Marketing
InVision Communications

Unleashing the Power of Digital Communities: Lessons on Effective Audience Engagement

In today's fast-paced and rapidly changing business landscape, digital communities have emerged as powerful platforms for audience engagement, growth, and success. As the world experienced a remarkable transformation over the past few years, businesses have come to rely on authentic communication more than ever before. Digital communities have proven to be game changers as catalysts for thriving virtual interactions and play a meaningful role in the B2B world.

InVision recently hosted a 2-part podcast “The Future of Marketing: Exploring the Power of Digital Communities” on the InVision Xcast, a candid discussion on the topic with our guest and Head of Community at Qualtrics XM, Michael Cooksey. Read on for key takeaways from part one of the conversation around the importance of purposeful community-building.

The Evolution and Significance of Digital Communities
The impact of digital communities within the new reality cannot be overstated. The pandemic brought about significant social changes, with a heightened desire for authentic connections. In a situation where these interactions could only be formed online, digital communities saw a staggering 75% increase in user activity, according to IDC research. These communities became catalysts for growth and innovation in the face of challenges, and businesses have realized the opportunity to build authentic connections with customers.

Key Benefits of Brand Communities
At the heart of digital communities lies the spirit of altruism. These communities are not merely platforms for selling products; they are dedicated spaces for genuine engagement with customers. The primary goal of a brand community should always be customer service and support. Two-way dialogues and personal connections form trusting working relationships, leading to unwavering brand loyalty. The customer trusts the brand and knows that their personal success with the product is the goal. When a B2B organization uses a digital community platform to connect, research from IDC shows that they are experiencing a remarkable 48% increase in customer engagement compared to those without.

Best Practices for Effective Digital Communities
To harness the full potential of digital communities, intention is an essential factor. Approaching community building must be done with a benevolent mindset – not a sales one. With a genuine intention of connection, customer loyalty, retention, and renewal are natural organic outcomes. Customers value the opportunity to provide feedback and make their voices heard, and the community should be a safe platform where they can openly discuss with the brand and other customers. Creating a company-owned platform is the best way to assure that algorithm, content, and communication are optimized and customized to align with the brand intention and identity. With a personalized digital hub, all resources are also centralized, making access to everything a customer might need only a click away.

Integrating Digital Communities with Marketing Efforts
The symbiosis that exists between digital communities and a company’s digital playbook leads the community to be a tool that supports the brand’s external messaging. Knowing the audience and what messaging works for them is essential to integrating marketing while maintaining authenticity. Learning about and listening to the customer will help to identify the best means of communicating with them. For example, introducing events is a great way to engage the audience with live digital interactions. Identifying themes within the community and addressing them live gives the community an opportunity to voice their thoughts and learn more about the brand.

The impact of digital communities on audience engagement and brand loyalty has undeniable impact in the B2B landscape. In a time when authentic communication is everything, these communities provide the space for connections and businesses to thrive. Leveraging the opportunity to interconnect a digital community with integrated marketing strategy is an investment to propel a brand and its customers forward.

Check back soon for part two of our blog on building successful digital communities, focusing on measurement, ways to get started, and building success for the long-term.