Marketing in an Online Community: Idea #4 from Infodoodle Series

Previously, I shared three ideas around marketing in an online community – I touched on content recommendations, sharing best practices and gathering customer ideas.  Today, I want to spend a little time on idea four:

#4 Offer pre-sales support and training tips

Let’s take a look at Texas Instruments (TI). TI’s E2E (engineer-to-engineer) community is an excellent example of a community that has mastered the art of pre-sales support.

With the TI E2E community, TI’s skilled engineers can support customers more efficiently. This support is available to both current and prospective customers, and enables the sales cycle by getting prospective customers the information they need at the right time. In fact, it’s common for prospective customers to engage in the community to research solutions. Let’s say, for instance, that a prospective customer, an engineer, is working on a design and considering different vendors. Because that engineer gets a chance to see firsthand, in the community, how other engineers have used a product - community support plays a pivotal role in the decision-making process.

Also, if someone comes to the community just looking for tips, TI has that covered too. TI blogs about technical topics and shares informative resources, such as technical diagrams, in the community. Plus, TI is modernizing technical content by putting it into video formats that are popular with young engineers and searchable on sites such as YouTube. And did I mention that the community currently hosts more than 900,000 questions and answers? Talk about a massive knowledge hub!

Hear from Aimee Kalnoskas, Worldwide Manager of Community and Social Media for TI, how community enhances customer service.

To learn more about the E2E community, check out TI’s customer success story. Also, be sure to take a look at our infodoodle for more tips!