Marketplace social media: Building a community

Mastering marketplace social media marketing has become a crucial for any marketplace founder. The influential force of social media resides in its capacity to form immediate, personal bonds with your followers, fostering a community atmosphere centred around your brand.

In this guide we’ll explore key strategies for mastering marketplace social media and creating a thriving online community.

The power of marketplace social media

The first step to becoming proficient in marketplace social media is to understand its importance. A strong social media presence enables you to advertise your services, connect directly with your followers, and craft a brand identity.

“More than half of the worldwide population uses social media. This creates a golden opportunity for marketplaces to connect with potential customers and engage with existing ones.”

Statista (2022)

How do marketplaces use social media?

Online marketplaces have adopted social media as an essential instrument for accomplishing diverse objectives. Here are some prevalent ways in which a social media platform and marketplace community can work together:

Brand awareness

Social media platforms play a crucial role in boosting the visibility of marketplaces. By regularly posting captivating content, brands can maintain their presence in the minds of their followers. This visibility helps draw in new customers and keeps existing ones engaged.

Community building

As we’ve noted earlier, social media is an effective mechanism for constructing a community around your brand. Marketplaces utilise social media to instil a sense of belonging and engagement amongst their users. They achieve this through interactive content, customer narratives, and by responding directly to customer posts.

Promotion and advertising

Marketplaces utilise social media to advertise products, special deals, and events. The promotional tools supplied by social media platforms facilitate highly targeted campaigns, ensuring advertisements reach prospective customers most likely interested in what the marketplace provides.

Customer service

Numerous marketplaces utilise social media as a customer service instrument. Customers often find it more convenient to send a quick message on social media than to make a call or send an email. Brands that respond quickly and efficiently to these queries can significantly elevate customer satisfaction and loyalty.

Collecting customer feedback

Social media provides marketplaces with an effortless way to collect feedback and understand customer needs. By asking questions, conducting polls, and monitoring comments, brands can obtain valuable insights that can inform business strategies and product development.

Influencer marketing

Partnering with influencers is another popular method marketplaces utilise social media. Influencers have their own faithful followers who trust their recommendations. Marketplaces can exploit this trust to connect with potential customers and strengthen their brand image.

Content marketing

Marketplaces use social media to share valuable content related to their industry or products. This could include blog posts, how-to guides, product demos, and more. This not only provides value to followers but also establishes the marketplace as an authority in its field.

Create a clear social media marketplace strategy

Successful marketplace social media begins with a clear social media strategy. This involves defining your goals, understanding your audience, selecting the appropriate social media channels, and creating a content plan.

Your goals could be brand awareness, customer engagement, lead generation, or customer service. Understanding your audience will assist you in designing content that resonates with them, and choosing the right platforms ensures you’re reaching them where they are most active.

Nurturing your online community

Creating a community around your marketplace extends beyond merely promoting your products or services. It’s about creating a setting where your customers feel esteemed, acknowledged, and connected to your brand. Here are some key community strategies:

Engage regularly and authentically

Engage with your audience on a regular basis in an authentic manner. Respond to comments, answer questions, and react to their posts. Show them you’re not just an impersonal company, but a team of real individuals who value their contribution.

User Generated Content (UGC)

Motivate your community members to post their own content related to your marketplace. This could be photos of them using your products, reviews, or posts about their experiences. UGC not only provides free, genuine content but also makes your community members feel included and appreciated.

Create exclusive social media content

Offer value to your community by providing exclusive content that can’t be found elsewhere. This could be behind-the-scenes looks, expert advice, or sneak peeks of new products.

Host contests and giveaways

Regular contests and giveaways can drive engagement and create enthusiasm within your community. Ensure the rewards are relevant and appealing to your audience.

Use social media for customer service

Many customers now resort to social media for customer service inquiries. Make certain you have a system in place to respond promptly and professionally to such requests.

Measure and adjust frequently

The concluding step in mastering marketplace social media is measurement. Regularly monitor your social media metrics to evaluate what’s working and what’s not. Use these insights to modify your strategy and enhance your performance. Important metrics to track include engagement rates, follower growth, and conversion rates.

Is social media marketing effective in the B2B marketplace space?

Absolutely. Contrary to popular belief, social media marketing is not only effective in B2C scenarios but also has a critical role in the B2B marketplace space. While the strategies might differ, the principles of creating brand awareness, building trust, and nurturing relationships remain fundamental to any marketing effort. Here’s how social media marketing operates in the B2B landscape:

Brand awareness and thought leadership

B2B businesses use social media to enhance brand awareness and establish themselves as thought leaders in their industry. By consistently sharing pertinent and valuable content, companies can engage their audience, ignite conversations, and position their brand at the forefront of their industry.

Lead generation

Social media platforms, particularly LinkedIn, are instrumental for lead generation in B2B marketing. Companies share content that guides users to landing pages, encouraging them to provide contact information in exchange for valuable resources, such as white papers or webinars.

Customer relationship management

Social media allows B2B companies to maintain relationships with existing customers by providing valuable content, addressing concerns, and showcasing new products or features. Regular, meaningful interaction helps to build trust and loyalty, and it can also lead to upselling and cross-selling opportunities.

Research and insights

B2B marketers use social media to gain insights into their target audience’s needs, preferences, and pain points. This information can guide the development of new products, the refinement of existing ones, and the creation of targeted marketing campaigns.

Collaboration and partnerships

B2B companies often use social media to establish partnerships and collaborations. This can involve co-hosting webinars, creating joint content, or simply engaging with each other’s posts to broaden reach.

Influencer marketing

While influencer marketing is often associated with B2C companies, it also has a place in the B2B world. B2B influencers, often industry experts or thought leaders, can help amplify a company’s message and enhance its credibility.

It’s crucial to note that the choice of platform is vital in B2B marketplace social media marketing. LinkedIn is often the platform of choice due to its professional focus, but Twitter, Facebook, and even Instagram can also be effective, depending on the target audience and the nature of the content being shared.


Building a thriving online community through social media requires time, effort, and strategic planning. But, the potential benefits in terms of customer loyalty, brand awareness, and revenue growth are well worth the investment.

By adhering to the marketing strategy for social media outlined above, you can gain proficiency in marketplace social media and cultivate a dynamic online community around your brand. Remember, consistency is paramount, and authentic, valuable engagement is the bedrock of a successful social media community.