Business to Business (B2B) Strategy

If you’re preparing to transition from your current employer instead of starting cold turkey, you have to be careful and stay in that “Goldilocks” zone. You’ll still have your current work commitments, which means you’ll be working twice as hard to build your dream. For me, I didn’t want Yorktown Tools to grow so big while I was finishing my Army career that I couldn’t give customers the best service possible. But I also didn’t want to wait until the last minute and try to wing it — that’s a sure way to fail. So my goal from the start was to do all the backend work and focus heavily on organic traffic rather than paid advertisement.

Here’s exactly how I’m attacking this.

First, because of the nature of the business, Yorktown Tools is more B2B than B2C. The strategy for the two models is completely different. As a B2B company, my business relies on networking and building real relationships.

The most important thing that shows you mean business and look professional is a solid website. That’s where I started. Go to any domain site and check if your business name is available. (This is why it’s critical to do your research early and make sure the domain, email addresses, and social handles are all free.) Once they’re clear, lock in the domain and start building your website. You have two options, you can either pay to have one created professionally or you can build your own, with the assistance of AI I did the latter.

For Yorktown Tools, the website reflects my branding perfectly — the logo, slogan, mascot, color palette, and fonts all sync together. The key is that everything has to match so that when potential customers see my wrapped trucks, employee uniforms, or social media posts, they immediately know it’s us. Apparently it takes about 10 times of seeing something before a person consciously recognizes it.

Next, I created a Google My Business (GMB) account. This is still extremely important, even in the age of AI, because most people still use Google as their main search engine. Google is the authority. The painful part is getting verified — if you haven’t done it yet, you’re in for a treat.

Once Google is set up, it’s time to start collecting reviews. Reviews from any site does two big things: they show that your product or service is good, and they provide social proof. As you begin selling, try to get as many reviews as possible — even if it means working for free at first. For me, those early reviews and honest customer feedback are more valuable than making a few quick dollars.

After Google is running and you’re gathering reviews, branch out to other big platforms like Yelp, Yellow Pages, BBB, etc….The goal here is to build backlinks and strengthen your digital presence. Just make sure all your information is accurate and consistent across every site — same phone number, service area, business details, etc.

After that, I moved to social media — Facebook and Instagram. These aren’t where the heavy lifting happens, but they help expand your digital footprint. Most people will check these platforms to see examples of your work.

Then there’s LinkedIn, which I treat separately because it serves a completely different purpose for B2B. I have my personal Zachary Barber profile (which I’ve had for years and already has real history and social proof) and I created a Yorktown Tools business page.

LinkedIn is not like the other social media platforms, It is all about professional networking and relationships. With the paid premium version, I can narrow my search to my exact target clientele by company, position, location, and more. I use my personal account to send connection requests to people inside the companies I want to work with — including the company’s own page. I’ll add several mid management employees first because, in my experience, you’re much more likely to get accepted when there are already mutual connections. Once I have a handful of mutual friends, then I connect with the key decision-makers.

It might sound calculated, but most B2B decisions aren’t made by one person — they’re made by a group. So I quietly plug Yorktown Tools into my personal feed by reposting content from the business page over and over, without ever asking for anything. Over time, my target clients become aware of the Yorktown Tools brand without advertisement or paying a penny. One day, after consistently giving value, they’ll be ready to give us a try and I will give them an offer they can’t refuse.

Yorktown Tools’ B2B strategy is definitely playing the long game. Another strategy we are implementing is feeding AI because it’s the future. The more information you give it, the better it understands what you and your business does. That’s why my website has a strong “About Us” page, and why I’m writing these blogs and newsletters. The more content I pour into the system, the better my chances of showing up organically to my target audience.

Lastly — and probably most important — is physical networking and getting out in the community. Join your local Chamber of Commerce and attend their events. Get involved with industry groups like the ABC Virginia Chapter, professional associations, and trade shows. These let you meet real people who are looking for better solutions. If you can clearly explain how you solve their problems, you’ll earn organic traffic and real opportunities.

Yorktown Tools is blessed to be able to do all this backend work without financial pressure. If you have the opportunity to build this foundation the right way, you should take it.

If there is anything I can do for you or your team, please reach out.