Digital B2B marketing: less is more

Updated: Apr 12

Now that you’ve finished the print collateral with the customer’s keywords, you’re ready to write the Web content. There’s only rule, I believe, that applies in digital: Less is more.


In an era of soaring mobile usage, keep in mind your content may not be viewed on a desktop monitor. As digital minutes increase rapidly, with 65% of digital viewing time on a mobile device, your product information may be read on a smartphone or tablet.


So, what’s a marketer to do? Keep the message simple:


-Do not include background information. -Do explain how your product or service enables a customer to work smarter and faster with greater efficiency and less cost. -Do prove the value with a simple case history within the content.


A sales prospect wants concise, actionable information just as you would if the roles were reversed. From this state of mind, your marketing collateral will beat the competition as will your contact-us leads.

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