By Carlo Longhi
It’s easy to waste money on digital marketing, fail to engage your target audience and end up with a woeful return on investment. So how can you connect with the right people in the right way with the right tools — and get results?
Who am I targeting?
In my last blog article – Marketing: Are You Keeping Pace With Change?, we looked at the importance of keeping pace with change and how to use content marketing to reach prospects long before they want to buy.
The profile of B2B consumers is changing. Around two-thirds of the C-suite will have final sign-off on purchases (1). But they won’t necessarily be the ones who champion your offerings within their companies. Today, almost half of those doing the B2B research online are aged 18-34 (2) — so you need to engage with this group. 
How can I get people to see my content?
The Internet is awash with content. But it’s possible to stand out by creating content of real value. Share those industry insights that only you know — tips and tricks that your prospects could find useful, ideas that save them time, money and hassle. Come up with compelling titles too, such as “Your essential guide to…” or “8 killer questions you must ask before you choose…”. This arouses curiosity. And it’s a great way to position yourself as a trusted adviser.
