Digital marketing works for any business in any industry. Regardless of what your business sells, digital marketing still involves building personas to identify your audience's needs and create valuable online content. However, this is not to say that all companies should implement a digital marketing strategy in the same way.

B2B Companies

If your business is B2B, your digital marketing efforts will likely center on online lead generation, with the ultimate goal of someone talking to a salesperson. For that reason, the role of your marketing strategy is to attract and convert high quality leads to your sellers through your website and digital channel support.

In addition to your website, you will likely choose to focus your efforts on focused business channels like LinkedIn.

B2C Companies

If your business is B2C, depending on the price of your products, chances are the goal of your digital marketing efforts is to draw people to your site and turn them into customers without ever having to talk to a salesperson.

For that reason, you're probably less inclined to focus on leads in the traditional sense and more likely to focus on building an accelerated shopping journey, from the moment someone arrives at your site, until the moment they they make a purchase.

For B2C companies, channels like Instagram and Pinterest can often be more valuable than business-focused platforms like LinkedIn.