A young man in a baseball cap and a red plaid shirt stands at a wood-topped counter and types on a laptop. Behind the man is a brick wall and a stack of cardboard boxes.
Keeping your B2B business's online presence relevant includes making sure your website is SEO-friendly and maintaining an active social media presence. — Getty Images/Visoot Uthairam

The business-to-business (B2B) marketplace continues to change rapidly as technology evolves. Client expectations are being reshaped by new trends like the implementation of artificial intelligence (AI) and voice search — now a daily tool for half of the U.S. population — as well as the ongoing impact of digital transformation.

According to Richard Walker, CEO of York Solutions, B2B companies that want to succeed in 2024 should explore their digital ecosystem and understand how it aligns with their desired growth.

“Does your digital infrastructure effectively support and drive your business objectives in 2024?” he said. “Don’t wait until you find a problem. Be proactive and discover if you are scalable.”

Here are some effective digital strategies your B2B business can implement today to ensure growth throughout the year.

[Read more: 10 Valuable B2B Sales Tools for Small Businesses]

Combine automation with artificial intelligence

Both automation and AI can make a big difference for businesses; however, the true impact is felt when the two are used together. Handling more than just repetitive tasks and reducing human error, the pair can work together to emulate human intelligence and employ logical reasoning to forecast and guide optimization strategies.

With this powerful combination, businesses can streamline processes and refine client communication. For instance, AI tools can craft highly customized emails in an email automation system or leverage historical data to improve operational efficiency.

Prioritize personalization

To effectively grow your business, you need to tailor your services and messaging to appeal to your target market.

“Customizing services [and] products based on your client’s needs is becoming more and more important,” said Walker. “Cookie-cutter solutions are out. Personalization is in … [including the] technologies to make that happen.”

Leverage your customer relationship management (CRM) system and tools like AI — which may already be embedded in your CRM — to create personalized campaigns that reflect the values and needs of your ideal clients.

Both automation and AI can make a big difference for businesses; however, the true impact is felt when the two are used together.

Update your website

Maintaining an up-to-date website is integral for modern businesses. Often, a website is the first step for customers during the purchasing process, shaping how your audience views your brand. A quality website that accurately reflects your brand's ethos, encompassing its tone, mission, and visual style, will draw in consumers. However, if your website is hard to find, seems outdated, or offers a poor user experience, potential clients may turn to competitors with a better online presence.

Ensure your website is SEO-friendly

Even the best-designed website won’t get visitors if it ignores search engine optimization (SEO). An SEO-friendly website can attract a diverse audience, expanding your reach beyond your current client base and helping you bring in new, qualified leads through organic search.

Focus on implementing both on-site and off-site SEO strategies for your business. On-site SEO involves designing a user-friendly website, rich with accessible features including mobile compatibility and voice search, and incorporating target keywords relevant to your industry and services. Off-site strategies, on the other hand, aim to boost your website’s authority by acquiring external links that direct back to your website.

Revamp your social media presence

Most businesses know that a strong social media presence is essential for brand visibility, especially since today’s buyers rely on these platforms to discover new businesses and products or services they’re interested in.

B2B companies often struggle with what to post on social media, since they’re targeting business decision-makers instead of everyday consumers. However, all good social media strategies start with informative and valuable content. Maintain a consistent posting schedule and use your platforms to amplify your team, your brand, and the value your clients receive from working with your business.

[Read more: How You Can Support B2B Small Businesses]

Research tools to optimize your leads

To find the most effective tools for your business, observe the ones your competitors have successfully implemented — such as CRM software, analytics tools, or advertising platforms — and assess whether they could improve your engagement with your target audience. Conversely, look for tools your competitors haven’t utilized that could provide you with a competitive advantage. Ensure that any tools you implement align with your company’s overall goals and objectives.

[Read more: B2B Sales Techniques for Building a Loyal Customer Base]

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

CO—is committed to helping you start, run and grow your small business. Learn more about the benefits of small business membership in the U.S. Chamber of Commerce, here.

Next Event: Tax Filing Tips!

Join us on Thursday, February 22, at 12 pm ET for the first episode of our expert series, Ready. Set. Scale.: Smart Tax Tips for a Stress-Free Filing. We will have seasoned leaders offering actionable tips to help minimize the stressors of tax time for small businesses.