The world of B2B e-commerce is a lot more challenging than selling online products to average customers.
In B2B marketing, looking for a new client and retaining previous ones have bigger stakes because it relies mostly on inbound sales.
That’s why you must leverage these 11 powerful B2B e-commerce strategies to gain more exposure to your brand and boost sales:
Build Excellent UX and Beautiful UI
Great user experience and attractive user interface are some of the most important factors when it comes to creating a successful B2B e-commerce strategy.
If your website is confusing and difficult to navigate, your clients are less likely to revisit your website. As a result, you can hurt your inbound lead generation strategies, and you could lose a lot of prospects.
So, you must know the user persona you are dealing with, their pain points, and needs. You should also take into consideration the requirements and problems that they might be facing.
Create a UI/UX that focuses on addressing various client personas, as well as their problems and needs.
Focus on Product Information and Features
Another thing that you need to consider is striking a balance between offering your services and being informative.
Although you want to develop an efficient sales funnel, you have to know what your clients want when they visit your site.
According to a report, 59 percent of B2B buyers do their research online.
They prefer it more than getting in touch with customer service support. That’s because they want to gain objective information instead of a sales agenda.
So, if you are so focused on closing a sale, your prospective clients are likely to pass.
Instead, take your clients’ concerns and needs into consideration. Keep in mind that business owners are looking for a partner, not just any service provider.
Consider Offering Special Deals and Promotions
Most of your B2B customers do not make decisions the way a traditional customer will. While your average customer will want or need something, most B2B will be driven more by their own deadlines and data.
To generate loyalty from your existing clients, you need to roll out a steady set of deals to keep them enthusiastic. This can also be a great tactic to keep them coming back for more.
You can structure these deals and promotions in some sort of loyalty program. This works particularly well in the B2B space because this is usually run by busy people who have a sense of stability in their supply chain or processes.
If you keep your clients happy and satisfied with these deals and promotions, they won’t be looking elsewhere. And you’ll turn them into loyal customers in the long run.
Utilize Search Engine Optimization
Having a strong SEO strategy is crucial no matter what you sell and how much your services cost.
In fact, data shows that B2B buyers conduct an online search before making a purchase. And a lot of these searches are generic, non-brand terms.
Here’s the thing: At some point in your client’s buyer’s journey, he is going to type in a generic query on Google.
Hence, it is important to put an SEO strategy in place. That way, your B2B e-commerce website is sure to appear on relevant search queries.
If you do not show up on the search engine results, then you are handing over your sales to your competitors.
Implement Social Media Marketing
According to data by Articulate Marketing, 84 percent of buyers’ decisions are influenced by social media. In fact, 43% of companies acquired some of their customers via Facebook.
A lot of B2B buyers are utilizing social media platforms to take suggestions and recommendations.
So to enhance your B2B sales, social media marketing should be included in your digital marketing strategy. This includes creating an impactful campaign that is designed to drive engagement and conversions.
Collect Reviews or Customer Testimonials
Customer reviews and testimonials are as important for B2B brands as it is within the B2C sector.
Your clients’ testimonials can impact a prospect’s decision. However, only 43% of B2B companies have product reviews. Add to that the fact that only a small number of B2B companies consider adding client testimonials on their e-commerce website.
Adding customer reviews and testimonials to your site can have a significant effect on your sales and marketing efforts.
Optimize Your Mobile Platform
Improving your site’s functionality on mobile can also lead to more sales.
Just like with other customers, B2B clients enjoy browsing products via their mobile phones.
Optimizing your site’s mobile platform is not just about enhancing your site’s user interface. You also need to make sure that your prospects can access the same features on mobile as they would with a desktop.
This includes filling in online forms, conducting online searches, and making purchases. Doing so allows them to engage and interact with your mobile site, even when they are on the go.
Make Onsite Searches Easier
A lot of your clients will not have the time to browse product names to find what they are searching for. So having a quick onsite search option creates a better shopping experience.
Create a page that will allow your site visitors to look for a product name, product type, or for its SKU number.
It is also important that you can filter the products that are within categories. Lookup items that have the most inquiries or have multiple requests for quotation.
Make Recommendation-Style Upsells
Selling to a B2B audience is more challenging than selling to traditional customers.
You can consider making B2B upsells based on the tools that you are confident will deliver the best results. You might as well focus on the results and allow these referrals to bring in sales.
Offer Flexible Ordering and Pricing Options
Providing your client with a more personalized shopping experience goes a long way in improving your sales.
Most of your prospects don’t want a one-size-fits-all approach. That’s because businesses have their unique needs. So it is also important that you provide them with flexible options.
You might also want to review your financing and sales forecast so that you can adjust your pricing models accordingly.
If you’re a software service, for example, you might want to offer a monthly contract. Or you might want to give away discounts for a certain product.
Optimize the Delivery Process
If your overall delivery process is efficient, then this will make your business cycle a lot quicker.
You’re able to quickly fulfill your client’s demands as well as provide an effective tracking mechanism. Not only that, but you can also provide them with a better customer experience.
Your prospects will likely choose you over your competitors if your delivery process is a lot quicker. So, it helps that you work with one of the best fulfillment service companies out there.
Over to You
There is no denying that it’s advisable to invest in B2B marketing strategies. Doing so allows you to better position your business, boost your online visibility, and enhance your overall sales.
Remember that B2B e-commerce doesn’t have to be daunting. The most important thing here is knowing what your clients need and how your services can cater to them.
