Running a successful B2B business today is incredibly challenging now that there are so many business areas to master, such as public relations, branding, customer service, email marketing, social media, SEO, just to name a few. But regardless of what areas of your B2B business you choose to invest your time into, there's one business skill that you must work on that is crucial for finding and keeping customers. That skill is the ability to effectively engage with your customers. Here are 5 ways to engage better with your B2B customers:

Give a clear message: The key to great communication in any situation, and especially in the business context, is clarity. Whatever the message is that you're trying to convey to your customers, you have to make sure that it's uncomplicated and to the point so that they don't, 1) confuse what you're trying to say, or 2) get frustrated with you and then gain a negative impression of your company.

Target specific segments or personas: You can't please everyone, but you have a better chance if you can determine things like your target audience's age, where they live, what level of education they have, and what their interests are, to then tailor your message to those segments and personas.

Communicate at the right place and the right time: The timing of your message and relevancy to the person you're giving the message to is crucial not only for getting your message across, but for keeping your customers engaged with your brand long-term. So for instance, rather than sending an email to your subscribers every week with little information, maybe try sending only once a month with lots of relevant information that they can benefit from.

Tag and keyword-optimize your content: Your customers aren't always going to go directly to your website to get industry news, but rather, they'll likely search for news on their favorite social media sites and through online search. So to engage with your audience better in this respect, tag and keyword-optimize your content and industry-related articles so that you're more likely to stay on their radar through those different platforms.

Ask non-marketing professionals to generate content: There is a lot of pressure for marketers to always have something exciting and interesting to share, and at the same time, many customers get overwhelmed with "sales-y" pitches from marketing professionals who sometimes say too much. To address both issues, allow someone from your company who is not typically involved in marketing to generate content. This lightens the load for your whole marketing team and it also gives your audience a fresh perspective from you.