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Updated: Aug 25, 2021

Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing involves creating buyer personalities and creating valuable online content to identify the needs of your target audience. But this does not mean that all businesses should implement a digital marketing strategy in the same way.

B2B digital marketing

If your company is decommissioned (B2B), your digital marketing efforts will most likely center around online lead creation, with the ultimate goal being for someone to talk to a salesperson. Therefore, the role of your marketing strategy is to attract and transform top quality leads for your salespeople through your website and supporting digital channels.

Beyond your website, you'll probably choose to focus your efforts on business-oriented channels like LinkedIn, where your demographic spends time online.

B2C digital marketing

If your company is business-to-consumer (B2C), depending on the price of your products, the goal of your digital marketing efforts is most likely to attract people to your website and make them customers without having to talk to them.

So you're probably less likely to focus on 'potentials' in the traditional sense, and more likely to focus on building an accelerated buyer journey from the moment someone comes to your website to the moment they make a purchase. This usually means that your product features in your content rank higher in the marketing funnel than a B2B business, and you may need to use stronger call to action (CTA).

For B2C companies, channels like Instagram and Pinterest can often be more valuable than business-oriented platforms LinkedIn.

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