First thing’s first: B2B simply means “business to business,” which refers to any company focused on selling their products or services directly to other businesses, rather than to consumers. Some businesses are a hybrid of B2B and B2C (“business to consumer”), selling to both.

Marketing your businesses products and services isn’t often as simple as posting a special promotion to get consumers through the door. Your top priorities should be ensuring that the audience for your advertising are businesses and business owners. This takes a carefully-planned marketing strategy.

For instance, did you know that 3-5 different groups often influence a buyer’s decisions? Their IT, finance and HR departments may influence the purchasing process. That means that the most effective ad will educate not only the primary decision maker, but also support staff who will get a thumbs-up or thumbs-down in the process. The more you know!

Why is it important for you to go digital? B2B buyers are digitally engaged! They are 7.2 times more connected than the typical LinkedIn member. They also have 7.2 times more mobile page views than the average user. They’ve nearly 6 times more likely to follow companies. They want to see you online, so be sure you’re out there! Services like roofing or construction and other trade industries employ these tactics and find great success!


Search Engine Marketing promotes your website, increasing your visibility in search engine results pages. This means that when your target client is searching for keywords related to your industry, you can make an impression. Do me a favor. Pull out your phone and search your business on Google. Did you see your competition pop up at the top? Let’s fix that.

IP Targeting

Display advertising can be targeted a number of ways. Through IP targeting, you can reach specific areas or in some cases, even particular office buildings. Think of this tactic as the direct mail of the internet! This is an extremely effective, and adaptable way to get your message in front of businesses you want to reach.

Customer Targeting

Did you know that you can target display ads through job titles and on LinkedIn? It’s an effective way to be certain that you’re reaching the right people. 4 of 5 LinkedIn members drive business decisions.


Video ads are highly effective, visual media that can display your product or service in a way that many other mediums simply can’t. Buyers often prefer product demos to better help them understand how you can help their business. Video ads can stop your customers from daily scrolling and capture them for up to 60 seconds.