Ecommerce Strategies for B2B Companies

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B2B ecommerce continues to grow, and it is projected that it will become bigger than the B2C sector. It is expected to grow because the B2B buyers are getting younger. Most of them are millennials who are more used to buying things online. This fact is seen as one of the major contributors to the anticipated growth of B2B. 

Getting ready for the expected sector growth

Many companies are now getting ready to improve their business strategies and services by looking into B2B ecommerce software solutions that they can immediately deploy on browser, and mobile. Streamlining their processes to suit a diverse clientele is an ongoing pursuit – one that continually evolves alongside the wider world of ecommerce.

Contributors to the continuing growth of the B2B sector are the rising internet and mobile penetration, availability of various eCommerce platforms, big data, and advanced payment and shipping options. 

What B2B companies need to know about B2B ecommerce?

Traditionally, B2B companies rely on their sales representatives to get clients. They will make several visits to get to know the client and present their products before they can win the client over and secure a contract. Hopefully, the sales is not a one-time deal. 

B2B companies today should borrow some marketing strategies from B2C companies – making efforts to engage with customers. Customer engagement is essential if your company is going to be part of the online market.

Here are some effective B2B ecommerce marketing strategies.

  1. Create a niche-focused blog

You might think it unusual for a B2B company to have a blog page considering its clientele and type of business. But creating an industry-related blog is an effective marketing tool, which many people use to find credible information. Moreover, providing authoritative articles for your niche improves your search engine optimisation (SEO) results, and you support your business community. 

  1. Get high-quality backlinks and develop content and B2B connections

Backlinks are important. When other websites use links that connect back to your website, your page’s authority within your domain increases. This is another effective B2B marketing strategy to promote the eCommerce pages that you can employ freely.

  1. Optimize your URL

Find more clients by boosting your online presence. A B2B ecommerce store needs to be more appealing to its target audience. Ensure that your URL is a good one, which represents who you are and what your company is all about. This is an effective method for good user metrics and telling search engines and prospective clients what they can expect from your web pages. 

  1. Improve the speed of your website

It’s a fact web users are impatient. They will leave a website if it takes too long to load. Thus, if the B2B company has an eCommerce website, it has to make sure that its site speed is excellent. Your web developer must be conscious of this feature. As your website may contain plenty of information and high-resolution images along with other features, it is critical to ensure that the loading speed of your web pages is exceptional and will not test the patience of your web visitors. 

5 Set goals for your eCommerce site and track its performance with analytics

While you are a B2B company, it will help if you operate like a B2C to generate more demand, build better client relationships, and drive sales. Remember that your brand is a priority. Since B2B clients do plenty of research to find products they need, you should help them choose your brand by making sure they can find you faster. Use data analysis to know more about your current and prospective clients, and what they need and prefer. 

Support your web pages by using other means to constantly communicate with your customers. You can create additional demand by being present on social media platforms, and constantly providing customers with fresh content.

Do not miss out on providing your consumers with an excellent user experience. Even if you’re talking with other businesses, rather than individual consumers, provide your customers with engaging content, relevant graphics, and business character. Ensure that you provide them with an easy way to conduct business with you.

  1. Optimise your website for mobile devices

Modern buyers are more adept at using mobile devices than desktop computers. Thus, it is vital to ensure that your website is optimised so B2B buyers can access your site even when they are out of the office or working at odd hours.

These are some of the strategies B2B companies should know and implement. But you should not forget that your top priority is to find and deploy a B2B ecommerce platform, which will be the foundation for your eCommerce operations. Make sure that it has all the B2B ecommerce functionalities, like account management, bulk ordering, bulk pricing, inventory tracking, and multiple shipping and payment options. Check other eCommerce platform functionalities such as 24/7 availability, quote management and price negotiation.



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Jennifer Evans
President, @B2BNewsnetwork (launched Nov 2014). Content, community and analytics obsessed. Inventor @squeezecmm. Past chair, @itac_online @whiteribbon