Building a dedicated online community is an increasingly valuable approach for B2B brands, as it fosters engagement, establishes thought leadership, and offers a space for customers and prospects to find support, share insights, and connect over shared challenges. For B2B brands looking to create a thriving community, understanding where audiences can be found, what they seek, and how best to interact with them is crucial. There's a whole world out there beyond LinkedIn.
Where are B2B communities found?
Identifying the right platform is key to successful community-building. The choice depends on your brand, your audience, and the level of interaction you want to encourage.
LinkedIn is a central hub for professional networking, with groups and company pages that encourage knowledge-sharing across industries.
X (formerly Twitter) remains a space where professionals follow brands, industry leaders, and take part in discussions around trends.
Reddit offers an independent platform for deeper discussions and troubleshooting. Subreddits cater to niche interests, making it valuable for communities centred on shared challenges and best practices.
Slack and Discord are ideal for creating real-time discussion spaces, often used by tech and creative professionals.
WhatsApp is practical for smaller, region-specific groups or more intimate communities, often useful for direct client support.
What are members looking for in a B2B community?
Understanding what B2B professionals want helps shape your content and engagement strategy.
Best practices and insights: Members look for actionable advice, often gained through shared experiences and case studies.
Troubleshooting and problem solving: Complex B2B products bring unique challenges, and communities offer space for peer-to-peer advice beyond commercial messaging.
Networking and knowledge sharing: Many join communities to build relationships and collaborate. LinkedIn groups and Slack channels often facilitate this.
How to engage: providing value and building trust
Once you know where your community is and what they seek, build engagement by offering real value:
Be authentic and subtle in promotion: Avoid overt advertising. Share real insights and encourage honest discussion.
Share exclusive resources and insights: Whitepapers, webinars, and industry updates help position your brand as a trusted leader.
Encourage user-generated content: Start discussions, run polls, or host AMAs to let members share experiences and insights.
Host regular events and webinars: Live sessions and Q&As keep the community active and create opportunities for real-time interaction.
Moderate with a light touch: Clear guidelines keep conversations professional and respectful, while still giving space for open dialogue.
Successful examples of B2B communities
Many brands have built communities that offer genuine value and engagement:
Salesforce Trailblazer Community (Slack): A network for developers and users to share knowledge and troubleshoot.
HubSpot Community (Forum and Slack): A space for marketers and sales professionals to exchange best practices.
Adobe Creative Cloud (Reddit): A forum where creatives share work, get advice, and stay updated on design trends.
Shopify Community (Discord): A space for e-commerce entrepreneurs to network and share experiences.
Tips for building and growing a B2B community
Creating a thriving community takes planning and consistency:
Choose the right platform: Match your audience’s habits and the type of discussion you want.
Provide consistent, relevant content: Share insights, tools, and updates tailored to members’ interests.
Encourage and recognise contributions: Spotlight active members, reward participation, and celebrate achievements.
Analyse and adjust: Track engagement to see what works and refine your approach.
A strong community creates loyalty, provides customer insights, and positions your brand as a resource rather than just a service provider. With time, authentic engagement, and a focus on delivering value, B2B brands can build communities that support business growth and lasting customer relationships.