It’s long been said that everything is connected, and there’s no better example of that than the digital world. In fact, a recent study by a Facebook data curator found that social media has cut the so-called “Six Degrees of Separation” idea by a few degrees. With billions of people around the world communicating online, today’s marketing professionals need to take note.

As technology evolves, our immensely popular remote electronic devices connect us like never before. More than that, they are increasingly becoming our preferred means for communication, entertainment, shopping and research. This is something all corporate marketers need to consider when developing their corporate marketing strategies.

While creating fresh and engaging content is critical to generating interest in your products and increasing your website traffic and search engine rankings, doing so without leveraging today’s highly effective, cost-efficient social media tools that can instantly touch your audience is like shutting the shades on your many marketing windows to the world.

B2B marketers need to understand that when it comes to developing a marketing communications strategy, combining your daily marketing content with social media and all other marketing and public relations campaigns is essential to delivering a cohesive and consistent message that reaches your audience across several platforms. In other words, confining your message to your website or a newswire service alone can dramatically limit your exposure to thousands of potential prospects and customers who prefer various ways to receive their digital information.

To increase the success of your marketing campaigns, today’s marketers need to leverage the many different marketing tools and social media platforms that are readily available. Repurposing your marketing content in blogs, electronic newsletters, and social media tools like Twitter, Facebook and LinkedIn can help raise your brand awareness, better educate your prospective customers about who you are and what you do, and increase your chances that your important company announcements and daily activities reach as many people as possible.

The great thing about social media is that it levels the playing field for everyone. No matter how small your marketing team is, integrating your key messages with social media allows you to compete with companies that have larger budgets and more internal marketing resources.

Startups unsure of which social media tools to incorporate into their marketing strategies shouldn’t get intimidated or overwhelmed by the amount of tools out there. Instead, they should continue to add new social media components to their marketing arsenal. Sure, modifications will be made along the way as you figure out what’s working and what’s not, but not leveraging social media will only put your marketing team at a competitive disadvantage.

The bottom line is, with the world becoming more connected through technology, it’s becoming more important than ever that marketers combine their corporate communications, public relations and social media strategies in today’s digital world.