If you’ve successfully built your B2B company website, yet you’re still struggling to boost traffic, make sales and increase the average order value, we are here to help.
Unfortunately, simply making a great website is not enough to keep driving your business forward. Instead, you need to be proactive and embrace the most effective B2B e-commerce marketing strategies to keep driving sales.
If you’re not familiar with these strategies, this can feel a little daunting. But don’t worry, that’s where we come in.
Below, we have put together a guide of seven B2B e-commerce marketing tips to help you attract customers and boost conversions.
Read on for B2B e-commerce success.
1. Run a competitor analysis
First and foremost, running a competitor analysis can be a great way for you to see what your key competitors are doing. This can help to shape your own marketing efforts going forward.
Of course, this is not to say you should find out what other businesses are doing well and copy them. You need to make sure that all your marketing is unique and memorable. However, you can use this to find out what techniques are working best for other brands and then put your own spin on things.
This tip is purely for research purposes and to get a feel for what’s out there, so you can begin improving your own marketing strategy.
2. Invest in SEO
In case you’re not familiar with this term, search engine optimisation (SEO) is the process of improving the quality of your website and content to increase its visibility on search engines. Essentially, this targets unpaid traffic via search engines like Google, helping to direct the relevant people towards your website.
E-commerce SEO is about increasing the visibility of your online store, and the ultimate aim is to get your products into the top 10 search engine results; the higher up the page, the better.
There are several ways you can invest in your SEO efforts, and these don’t have to be expensive, though they do require some time and dedication. These include:
Finding the most relevant keywords for your industry and business and optimising your content with these keywords
Optimising your B2B website with the right metadata
Building backlinks to your website and products
Creating the best possible user experience on your website
If done correctly, this can drastically improve your rankings and boost traffic to your website. However, if all this feels a little overwhelming, we have more good news. You can hire an SEO agency or professional to work on this with (or for) you.
3. Sell on marketplaces
While having your own company website is important, it is not the only way to promote your brand and sell your goods.
Nowadays, marketplaces have become hugely popular, perhaps more so with B2C brands, but this does not mean you can’t find other businesses in these spaces.
Marketplaces like Amazon, eBay and Facebook are huge right now and can open you up to a much bigger target audience. This is a great marketing opportunity, so don’t be fooled into thinking these are only for consumers; many businesses will turn to marketplaces, particularly industry-specific ones, looking for goods and materials.
4. Improve your email campaigns
Email marketing can be one of the most effective techniques for engaging with customers and boosting sales in B2B commerce. Only when done right, of course.
Firstly, you need to find genuine ways to capture email addresses, and then you must ensure that all content you send out is valuable to the reader.
It’s worth noting that, unlike B2C, which can rely on emotions and being entertaining, B2B content must be more factual and helpful and promise a good ROI.
So rather than flooding people’s inboxes with useless emails, you need to think carefully about all content and:
Write enticing subject lines
Stick to just one call-to-action (CTA) per email
Ensure your email designs are mobile responsive
Make sure your email reaches the most relevant audience
Don’t shy away from cold emails, either
By taking your time to think carefully about your email marketing campaigns, you can drive people to your website and increase sales.
5. Embrace personalisation
Again, personalisation might also be something more often associated with B2C audiences. However, when used correctly, this can be an excellent B2B tactic that drives online sales.
You need to gather any data you have on user behaviour and past sales. This way, you can begin to offer more personalised experiences by way of:
Product recommendations
Tailored discounts
Customer experience
Content marketing
Payment and shipping options
How you offer a personalised experience will depend on what you sell and how much money a customer spends with you. But wherever possible, it’s a good idea to look at personalised marketing experiences to increase engagement and, subsequently, sales.
6. Run an influencer marketing campaign
Influencer marketing has become an integral way for brands to get positive reviews and get their name out there in recent years. As a business, there are lots of ways you can embrace influencer marketing to reach new audiences and build brand awareness.
You should consider working with creators in your field, asking them to show your goods or discuss your services on their social media. Depending on your agreement, they can produce videos, images or podcasts for their audience.
Just be sure to pick those who are not only active or relevant in your field but have a big enough following to drive new customers to your e-commerce website.
It might take some time to get this right, but there is no limit to the number of campaigns you can run or influencers you work with – so have some fun with it.
7. Run PPC campaigns
Finally, you might also consider running pay-per-click (PPC) advertising campaigns, as this can be a hugely beneficial technique for online businesses. These campaigns can target relevant users on search engines, social media and websites and try to target those who are ready to buy.
Plus, that’s not the only upside to this technique. As the title suggests, you will only have to pay each time your ad is actually clicked by a potential customer, so you essentially only pay for your ad if it is successful.
This can be a great way to boost traffic to your website and save money.
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