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How a Small-To-Midsize B2B Business Can Thrive in a Digital World

Date Created: 7/02/2020

Promoting your small-to-midsize B2B business in today’s world may look pretty tough, but it’s easier than you think. This digital reality in which we all live doesn’t just give room for big brands’ further enhancement, there are tons of opportunities for anyone with a strong will to change they things work for them. When a good strategy and a handful of tactics are put into action, stepping on the podium of brand success (if such a thing ever existed) is not rocket science for even inexperienced and smaller-scaled companies.

Although most digital and social platforms were made to help interaction between human beings, there’s a lot you can do to transform your brand and ultimately attract other businesses instead of just end customers or users.  Just as there are practices that make individuals influencers, there are other practices that help brands inspire other brands.

Your own brand’s services may be about anything. In case you’re looking for those different ways which will help you stand out from this global digital congestion, now that 2020 has arrived, things have advanced and there are more and more things to keep track of.

So, here are some practices that will make your B2B marketing effective and fruitful.

  1. Understand B2B and B2C Marketing

As mentioned above, this should be a basis in the process of dragging people that look for good deals instead of good products or services. Forming relationships with cooperative people or businesses is in a few ways similar, but never the same as attracting audiences that consist of end users.  

A company’s director never looks for entertainment or deep emotions whenever communicating with another company’s director. Whatever interests a corporation does not necessarily interest a customer, but at the same time, building trust and being a value-for-money option works for whatever reason and whatever purpose.

Make a list of what’s similar and what’s different between B2B (business-to-business) and B2C (business-to-consumer), take advantage of some interchangeable practices and ignore other practices which only apply to the latter.


  1. Use E-mail 

Being the more formal means of digital interaction and communication, e-mail is a difference maker here. According to the Content Marketing Institute, 93% of B2B marketers distribute content through e-mail.  Depending on what you seek from targeted B2B audiences you should create e-mails with a single call-to-action button, simple, concise and clear messages, and exciting words and phrases. 

Always remember to optimize your e-mails for smartphones and use appropriate language that resonates with the people you’re reaching.

Top influencer Neil Patel says that “Your email list is going to be your highest converting traffic channel”.

  1. Enhance your website’s presence

You’re probably aware of the fact that websites are the Alpha and Omega of a brand’s image if you run a company that solely focuses on B2B marketing. Your opinion on a brand is deeply affected by the overall impression you receive from its official internet presence. The level to which different columns and sections, as well as colors, images, and content, are refined plays a significant role.

Improving your website isn’t a simple task though. You need to make it through all stages and phases of digital appearance. You need to make things search-engine friendly, as well as form relationships with other websites depending on their content and whatever they’re about to help you with.

Depending on your budget, you could also run a few campaigns through PPC advertising. Think carefully enough about what you’re going to advertise, it could start from convincing individuals about the different benefits of your offerings, but also about focusing on your brand’s personality characteristics.


  1. Produce Content

The best way to shape or change someone’s opinion, is to produce content. B2B and B2C brands use content marketing today to both get customers closer but also make corporate people trust them.

You can start by doing storytelling to giving useful pieces of advice and tips about whatever your business does. By showcasing your path to growth and achievements through facing some adversity, and by also handing out free-of-charge help you surely push others to collaborate.

Do your research on how content marketing should be done and shortlist some varieties that are most appropriate for your sector.



  1. Do Marketing on Social Media

Facebook, Instagram, LinkedIn, Twitter, YouTube, and even Quora, Snapchat and Pinterest are not just there for social interaction or promotion to consumers. Most platforms give room for building a certain public image and also reaching out to other people and companies for cooperative purposes. Posting regularly on social platforms surely gives your brand the ability to connect with different people on all different levels.

You shouldn’t make it too much about yourself though. Taking advantage of other more or less relevant stuff will also help. You’ll start getting boring and less likable if you constantly tell people how competent your brand is. Sometimes using topical and timely shared content about something that appeals to any human’s interests would bring partnerships much closer, and it’s always good to show people there are other people behind a brand logo.

Any of these steps can have different varieties and variations. Researching how things work and how things co-work with each other is also necessary. This was pretty much your useful guide in understanding what it takes to lift a brand in the eyes of other corporate people.

You should always remember the significant differences between doing B2B and doing B2C marketing, and in case you want further elaboration on the subject don’t hesitate, give us a call.


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