B2B eCommerce is a fast-paced industry. If you’re serious about improving your B2B eCommerce strategy, you must make intelligent decisions about who you target and how you reach them. This means that your company must be able to adapt quickly to stay ahead of the competition.
There are many different ways to successfully market your products or services online, including email marketing, SEO/SEM campaigns, and remarketing efforts aimed at existing customers and prospective buyers who have shown interest but have not yet converted—just some examples.
B2B eCommerce is a fast-paced industry.
B2B eCommerce is a fast-paced industry. The pace at which it changes and adapts to new technologies can be overwhelming for companies starting in the space. As a result, many businesses need to be agile and responsive to stay competitive.
If you’re considering implementing an eCommerce strategy or overhauling your existing one, several factors will help determine if your company has what it takes to succeed in this space.
Get to know your customers.
It’s easy to get lost in the weeds regarding eCommerce. There are so many moving parts and channels of communication that it can take time to focus on what matters: your customers.
The first step in creating a successful B2B eCommerce strategy is knowing who your customers are, what they want, and how you can deliver value for them.
Understanding their demographics helps provide insight into who they are and why they buy from you; psychographics tells us more about how people think; buying behaviors tell us how those mindsets will affect purchasing decisions (and why).
It would help if you were effective at engaging prospects with relevant content that builds trust over time before converting them into buyers down the road when ready.
Make intelligent decisions about who you target and how you reach them.
Once you’ve defined your target audience, it’s time to make intelligent decisions about who exactly you want to reach. These decisions will depend on your company type and your goals for the eCommerce strategy.
An excellent place to start is by using data from past campaigns and current site visitors to determine which customers are most likely to buy from your site.
Once you’ve identified these potential customers, it’s time for them again. This means identifying channels through which these people can be reached. Different channels have different strengths, so choosing just one or two may only be enough if there are enough interested shoppers (or enough people willing to pay attention).
Try using multiple marketing channels at once instead. For example, if someone visits an article about their industry on our blog, we might show ads for related products elsewhere online (like social media).
Create a clear and consistent brand message.
Creating a clear and consistent brand message is essential to any B2B eCommerce strategy. It’s important to use the same language and tone of voice across all communications channels, including your website, social media, email marketing campaigns, and other marketing efforts.
Your brand message should also be consistent with your product or service offerings so that customers feel they are getting what they expect when they engage with you online.
Use email marketing to get the attention of top-of-the-funnel prospects, who often need help to reach with other mediums like social media and print advertising.
Email marketing is a great way to reach prospects, especially those difficult to get with other mediums like social media and print advertising.
Email allows you to segment your list and target specific segments of prospects. It’s also an easy way to build your brand by sending newsletters that consistently offer valuable content, which can be converted into leads later.
Follow up in a few days with reminders to buy or remarket to existing customers who have shown interest but have yet to convert.
You can also use email marketing to follow up with leads who have shown interest but have yet to convert to your site. Send out reminder emails a few days after they visit or remarket to existing customers who have shown interest but have yet to convert by sending them ads on other sites they’ve seen.
Invest in genuine customer reviews, testimonials, and case studies to drive traffic from organic search results (SEO) rather than paid search ads (PPC).
Reviews, testimonials, and case studies are great ways to build trust with potential customers. Having these types of content on your site shows that other people have already bought from you and had a positive experience.
This helps convince new visitors that they can trust you as well–and thus increases their likelihood of buying from you too.
To get reviews from real customers:
- Use review sites like Yelp, Google+ Local, and Facebook Reviews (if applicable). These sites allow users who’ve purchased from your business in the past six months or so to leave feedback about their experience with the product or service they received; this feedback will then show up prominently on search results pages for those keywords related directly or indirectly back into those pages via hyperlinks embedded within any given review’s text.
Offer loyalty programs that incentivize customers who return for additional purchases, referrals, or repeat business with their network of other potential B2B eCommerce clients.
It’s crucial to offer loyalty programs that incentivize customers who return for additional purchases, referrals, or repeat business with their network of other potential B2B eCommerce clients. Loyalty programs can be created for existing, new, and customers referred to you. Rewards can include:
- Discounts on products or services.
- Coupons for future purchases.
- Free shipping on all orders over a certain dollar amount.
When designing loyalty programs, it’s important to customize them based on your business needs and what type of customer will benefit most from them (for example, time-based rewards may work best with older demographics while tiered offers might appeal more strongly towards younger demographics).
There’s more than one way for B2B eCommerce companies to win over new customers and keep old ones returning for more.
B2B eCommerce is a fast-paced industry with constantly changing trends and technologies. To stay competitive, you need to be aware of the latest developments in your industry and make intelligent decisions about who you target and how you reach them.
Once you’ve got your strategy down pat (and it doesn’t hurt to have an expert by your side), it’s time to put some skin in the game–or should we say pixels?
You can start by creating a clear and consistent brand message that resonates across all channels: Website, social media, email marketing, you name it. This will help bring new customers into the fold while keeping old ones returning for more.
Finally
eCommerce is a great way to reach your target audience and sell your products. It’s also easy to set up, manage and scale as needed. However, if you need help figuring out where to start with your B2B eCommerce strategy or how best to implement it, this guide will provide some helpful tips on approaching the process.
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