If recent statistics are any indication of B2B forecasts, we can expect the multi-trillion dollar B2B eCommerce business to continue to thrive. With this reality in view, B2B marketing is crucial to your brand awareness, lead generation and, ultimately, increased sales. Isn’t this the ultimate goal? The more you get in front of prospective clients, the opportunity you have to communicate the value of your business to customers. If you want to see solid results, incorporate a multi-faceted, business-to-business marketing campaign that has the “wow factor” needed to attract and retain customers.
In a brick and mortar business, stores have the luxury of displaying attractive displays, signs and colors that define their brand and invite customers to come in and take a look. In an online platform, however, your website serves as your virtual storefront. The presentation, content, and navigation must be engaging, informative, and easy enough to not only attract customers to your site, but display eCommerce services that deliver a rich online experience.
As you market your product and brand, people will take notice and search for you to learn more. You want your eCommerce business to be highly visible in online searches through effective Search Engine Optimization and hyperlinks across digital content and social media platforms.
Speaking of social media, B2B campaigns must include a frequent presence on Facebook, Twitter and LinkedIn, at least. There should be regular posts that highlight your latest and greatest products and services you have to offer. In addition, social media should link customers to blogs, articles, videos, podcasts and news highlights on your website. Instant, integrated information is one of the great benefits of viral marketing in the online marketplace that regularly informs and educates customers about your products, services and industry trends.
With the wide usage of smartphones, mobile marketing is closely related to web B2B promotions. More and more people are making product decisions upon reading concise copy that tells them what they want to know and how they can make quick, seamless purchasing interactions while on the go with a few taps and swipes. Mobile eCommerce development is an effective way to engage customers from anywhere, at their convenience.
It’s all about relationships
As with any budding relationship, frequent and close communication is key. Email marketing allows you to bring your eCommerce services to the virtual doorstep of your customers. As you share information about new products or share about exciting innovations to improve online customer engagement, you want your communication to be succinct, creative and answer the question: “what’s in it for me?” A great subject line and headline will lead your customers to inquire, learn and engage with your online business over and over again.
Consumer experience is becoming increasingly simple, fluid and interactive. People want to quickly research, learn, navigate and decide whether to buy a product or service. so ease and accessibility play a big role in the consumer experience process. If there are lingering questions, is there an easy way to get answers? Is the online purchasing experience straightforward and seamless for interested prospects? The answers to these questions should be a resounding “yes!” Effective eCommerce development involves providing customer care that guides your customers from point A to point B.
What’s the next big thing in B2B marketing? Build relationships with your customers through social media, web, email and mobile channels to sharpen your brand, inform customers and update customers about all you have to offer them.