The Importance of Digital Presence for B2B Growth

The importance of a digital presence for B2B companies is crucial.

And yet it can still feel like early 2000’s Facebook, with cliché quotes, bland content, and then someone using a pet or baby to spike the likes.

Yet digital presence executed well is crucial because it offers a 247 place for trust to develop.

It develops from having a wide digital footprint that show, guide and tell customers and potential clients valuable information.

Imparting valuable knowledge and building trust is the backbone of selling, ‘people buy from people’.

So here we will explore why a strong digital presence is essential. And delve into how as a leader of a B2B business you can leverage platforms like LinkedIn for growth.

Why Digital Presence Matters in B2B

First and foremost, appreciate that the importance of digital presence stretches beyond a basic website.

Or for that point even an all singing all dancing website.

Your digital presence is where your business, and you, are online. That in itself represents your digital marketing. Good or bad.

When we think of digital presence words like thought leadership, brand building and personal brand can come up.

Sometimes a re-frame is important especially around ‘personal brand’.

View this as showcasing your integrity, ethics and ultimately about building and showing your personal reputation.

Visibility and Brand Awareness

Business titan, sports champion or acclaimed musician would agree nothing good and worthwhile is easy or quick.

The internet already feels crowded, and the amount of content and information will only continue to grow.

Therefore a strong and consistent digital presence will ensure your B2B company stands out.

You should be creating a content fuelled digital database on what makes your business different, the solutions you offer and your industry expertise.

Credibility and Trust through Digital Presence

Additionally with your expertise and solutions shared digitally it gives viewers, searches and followers opportunity to understand your credibility.

Especially important in B2B, where deals are often high value, with a high lifetime customer value and can take months if not years to secure.

And within some B2B businesses the belief is you never ‘win’ a customer.

Maintaining a position of providing and consistently showcasing value through a strong digital presence positions you well to continue building relationships.

Lead Generation and Nurturing

As I have mentioned the importance of digital presence is that it enhances business development.

Executed well its behaves as your 247 representative.

Whenever that buyer enters their buying journey and starts to build awareness, you – or rather your content, will be there.

We discuss the buying journey in more detail here. Combine this with the fact 75% of B2B buyers use social media to support decisions. And suddenly having a strong digital presence isn’t a nicety it becomes a necessity.

Furthermore, digital creates customer convenience due to the elevated number of touch points.

In reality this could be everything from website, to blog, to landing page, to email newsletter, LinkedIn, Facebook, X, YouTube and webinars.

So when you consider lead generation, or rather how you are generating leads. Does this digital approach sound familiar or not?

Add in that traditionally the responsibility for B2B lead generation is with a handful of overly busy sales executives.

And sometimes they are more focused and incentivised by account development, creating stunted new business growth.

Leveraging LinkedIn Digital Presence for B2B Growth

When we think of where, where should your B2B business have digital presence?

There is only one answer at the top of the table, LinkedIn.

Businesses love LinkedIn, with 67 million companies actively listed on the platform. The people on LinkedIn make decisions, with 4 out of 5 users driving key decisions.

So what better places to get to the people you want to talk to?

Here’s how to make the most of it:

Optimise Your Company Page

Consider your LinkedIn company page as that initial stroll in to a retail store.

Potential clients have found you and committed to visiting you.

As the typical first point of contact, consider what you would want to see and learn.

It should grab attention, in the right way. Communicate what you stand for and what you do.

This is your space to tell, but think less bland end of day powerpoint. And more gripping box set. Lean into your story, what sets you apart and the benefits and solutions you deliver.

See this as the age old dinner party question, what do you do?

Is the bland reply ‘I’m CEO of a B2B business that makes xyz’.

Or rather intriguingly,

‘I help businesses grow and improve customer experience, thanks to a unique product we manufacturer…’.

Alongside your benefits, what you stand for and what you do make sure you keep your page regularly updated. We want your page to be engaging.

On engagement you can also use LinkedIn features to bring your page visitors closer to you. For example with a custom button you can drive traffic to a URL of your choice.

Additionally you can also have an incorporated lead generation form to collect and download those potential clients.

You can even showcase product. As there are even features available to select B2B industries.

For example in B2B software, healthcare, financial services and pharmaceutical you can create a 10 point list of your product.

All of this helps shows the importance of digital presence to curate a company page that converts.

Become Engaging C-Suite and Senior Leaders

If that is you? You are the businesses figurehead and leader.

Maybe it is your own business or maybe it is a company you have joined, risen through the ranks, grown, completed mergers and acquisitions or been brought in as a turnaround specialist.

Regardless of your journey the importance of digital presence is cruical, because it does have an over arching benefit on the performance of the business.

We know the LinkedIn algorithm looks for consistency from your company page.

And as a leading individual who can start conversations they look at your content and favour it to expand its reach.

Thus your content, providing it is tactical, relevant and provides value brings a wide range of benefits.

Firstly, potential clients will lean in to the value you provide, your industry commentary and insights.

Doing so will pull those buyers and decision makers towards your solutions and business.

Secondly, as you provide insight into your industry and advice for the businesses within it, then customers will truly see you as an industry leader.

At times this activity may be termed by the phrase ‘personal brand’.

But a much simpler way to view it is as you impart your knowledge you are developing your personal reputation. Importantly never view it as solely personal as it carries with it all these wider business benefits.

Finally, this is part of a longer term vision as you develop your businesses position as an industry leader.

And as you keep consistently delivering valuable content and as your personal reputation grows then it starts to impact the successful retention and recruitment of your employees.

Share Valuable and Useful Content

Generally social media has seen many trends.

Whether it is photos of foods, funny videos of cats or whatever your algorithm wants you to see.

With LinkedIn we need to be considerate to the users reason for being on LinkedIn.

Whereas other platforms are typically for entertainment, communication and sometimes the dreaded doom scroll, LinkedIn is different.

There is a purpose, and an intent to find something out, find someone, get updates to keep informed and be active in their industry, business and customer base.

Therefore, please no bland images screenshot out of catalogues.

Avoid the copy and paste from an internal newsletter into a written post.

Instead be different, with the detail.

Where you have processes and people share how your solution is created.

Lean into your industry news and share your perspective.

Provide commentary on industry trends, how to push through the head winds and maximise the tail winds.

Create visuals that tell the story of why and how your customers have benefitted from your solution.

Explain the answers, show them you care and that you know. Impart the knowledge that will help them sell more, move quicker or use less.

And that thing you do.

The extra service, the extra mile, consultation or communication make sure you talk about that. It can be your hidden USP’s that set you apart.

You will position your company as an insightful and knowledgable leader in your field.

Utilise LinkedIn Groups

Alongside creating your own content to share your knowledge and insights you can join groups.

LinkedIn has millions of groups and playing an active role and participating in them demonstrates the value you bring.

Where you have niche industries then networking within the groups will help generate significant opportunities.

Conclusion: Digital Presence Driving Profit

Digital has come a significantly long way.

Also general consumer digital content is incredibly different to what your prospects and customers are expecting.

Your opportunity to grow comes from being consistent with tactical content.

Content that shows, tells and guides your audience through the industry, your advice and your solutions.

Positioning yourself now is important but especially for the future, as digital is a gateway for competitors and startups to make a move on market share.

So maximise the importance of your digital presence by implementing a strategy, develop your own content on your profile and bring new customers and current customers to you.

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James Ambel

With over a decade of B2B expertise across multiple industries and a passion for integrating new technology to elevate his ROI James’ writing allows all of this to come together. His belief is many B2B businesses could maximise their time, focus and ROI to an even higher level.

Experiment with different messaging, content formats, and communication channels to determine what resonates most effectively with your target audience. Use A/B testing and data-driven insights to refine your approach and maximise results over time.