In the land of B2B, the buyer mindset is changing. More and more buyers are researching online and prefer online purchasing that gives them the same consumer-like experiences they enjoy on B2C sites like Amazon.
When it comes to numbers, global B2B online sales have been astonishing. In 2018, it amounted to $1 trillion and it’s only going to increase.
The only way to keep up with the growth is to accept the challenges out there and get ready to bring on the change. If you haven’t yet created a B2B eCommerce Strategy, it’s high time you do it now.
Here are some key strategies that will help you grow your B2B Business.
Choose the Right Technology that Caters to your Needs
Your eCommerce platform is just one of the pieces of technology you’ll be using to create a successful B2B empire online. And a lot of considerations go when choosing your eCommerce platform. So, let’s just talk about that for a moment.
In B2B, you and your buyers have a complex set of needs that are also very unique. Your business buyers are completely different and have very different buying patterns than those that stroll in B2C stores.
For instance, your B2B buyers make bulk purchases, they want to negotiate on the price, they want multiple logins for their entire buying team, and they want the ability to set roles and permissions for their employees so they can manage their teams and workflows.
All of these needs and many others should be accommodated by the eCommerce platform you choose.
The most popular eCommerce platforms for B2B are Magento, WooCommerce, Big Commerce, and Shopify. In most cases, you’ll need to hire B2B eCommerce Development Services to create a smooth user experience in your store and an intuitive interface that’s simple to use for both your sales teams and your buyers.
In B2B, eCommerce is an “AND” not an “OR”
If you thought creating an online B2B store was enough and now you can sit back and bask in the sound of money jingling in, you’re mistaken.
In B2B, you don’t have to choose between eCommerce technology and your sales reps. Both technology and your sales reps have to put in their best efforts to close the sale.
It could be that your buyer researches online and completes the sale with your sales rep or starts talking to your sales rep and then completes the order on your online store.
Your sales reps should, therefore, be equipped with all the necessary tools to connect with the buyer and get those sales rolling in.
Create Valuable Relationships with B2B Buyers
In B2B, it’s all about having a good relationship with your buyers. A valuable relationship can help you retain customers and increase customer loyalty.
And when it comes to creating B2B eCommerce relationships, it’s more like making friends. Provide value, be nice, and stay in touch.
A personalized shopping experience on your B2B site will also help create a valuable relationship with your customers. Make sure you build an eCommerce Platform which offers custom catalogs and custom pricing to your B2B customers.
Another way to create and nurture valuable relationships is to use the power of emails. Use email marketing to send buyers personalized product offerings and recommendations, promotions and deals, loyalty campaigns, company updates, welcome emails, reminders about abandoned carts, and any other useful content that adds value to your relationship. Integrate an email marketing tool with your eCommerce system to put your marketing on automation and do more with less.
When it comes to establishing good relationships with your B2B buyers, you need to offer the best ‘before and after-sales support’.
Give your customers valuable insights before sales and advise them on how they can improve their business and sales and what needs to be done to grow their business. Focus on how your products can benefit your customer’s business instead of bragging about the features of the product. It’s called being benefit-oriented, not feature-oriented. The key is to give them your best advice to gain their trust and confidence.
And when the sale is done, offer quick technical support and be there to answer any queries and questions they have. Just be their go-to person for any advice they want and they’ll be your customers for life.
It’s about focusing on value and not the price.
Create Valuable Content
When it comes to content marketing, start from creating detailed product descriptions. Besides adding product descriptions on the product page, you might also want to create product sheets, brochures, and downloadable content to add on your product page to give detailed insight about your products to your buyers.
Other content pieces you can create as part of your content marketing strategy are blog posts, webinars, white papers, and videos.
Include Reviews to Gain Buyer’s Trust
Reviews have a huge impact on your buyer’s decision-making process. People want to buy from vendors that have a good reputation. And especially when buying online, buyers rely more on other people’s experiences with your company as they don’t physically inspect the product before buying.
Hence, you need a strategy that encourages your customers to send in their reviews about your company. Offer them rewards for sharing their reviews and for repeat purchases. Collect reviews and testimonials from the customers that trust you and publish them on your website. You can also reach out to influencers in your industry and ask them to review your business.
This article is written by Camila James, who is a WordPress Expert at Codup.co.