Being a B2B customer, you must have grown comfortable with online engagement and e-commerce practices. But if you are not able to make much success with your marketing solutions, then wait, and rethink now!
Tell me, how you engage your clients? How you support their needs? How your e-commerce business makes a difference to the customers?
If in any case, you are not able to explore enough good answers or identify lack of customer-driven solutions in your marketing strategy, then need not worry. Just take 10 minutes from your busy schedule to go through this post and explore 5 best practices to shoot your e-commerce business like a rocket!
Create a People First Strategy
B2B companies have a nature contrasting to their B2C siblings and have always considered their clients as entities. But this not gives you a leverage to shed your consumer expectations.
As such, your aim must be to offer a rich and unique experience to each client on the basis of their previous orders history, shipping locations, approved workflow, pricing terms, and other imperative factors.
It is possible to automate their personalization and balance elements as per their demand. This can save B2B vendors as well as their clients a drastic volume of time as it empowers and boosts self-service, eradicating the requirement for customers to call in with every issue or question.
Keep it Simple and Easy
Have you wondered why the ‘easy’ button campaign from Staples was such a big hit? It is because they promised and succeeded in making a tedious process efficient and fast.
B2B buyers are busy than ever. For them, every second count. It is essential that you offer them with a transparent and convenient buying experience like expedited logins, powerful search capabilities to streamline the purchase path. Most importantly, offer them with transparent inventory and proper pricing schemes.
Consider the example of reputed bookseller ‘BookPal.’ It offers huge discounts that automatically update as clients alter item quantity, allowing them to swiftly fit the orders to a comfortable budget.
Always Be Present For Your Customers
Mobile device penetration of customers is more than ever. So, why not embrace this feature?
Encourage buyers to shop when they want, how they want, and where they want. For example, they would want to place an order through smartphone or want to have the flexibility to book an order from their iPad. Your website must offer them all this. Optimize the overall experience for your customers. Allow them to book orders from any device. This would help you leapfrog your market competition.
The iOrder app from Zoetis is an excellent example for this. Their mobile app allowed the sales representatives of the company to retrieve historical orders from customers, conveniently display new products, and compare items in present market promotions, and place orders from a mobile app on behalf of clients, after their approval.
This way, the customers are offered with instant access to great stuff when they are on the move.
Endow them with Rich Knowledge
B2B clients have almost an unquenchable appetite for information and content.
They love extensive specifications, details FAQs, how-to-videos, and more such stuff. This gives them an opportunity to self-educate and conduct in-depth research before making the final purchase decision.
After all, they will be spending huge bucks to purchase the product of their choice from superiors and peers.
Hence, develop detailed catalogs of products and offer content that helps them to make smarter and faster buying decision. This is a prominent way to differentiate your business from others in the market.
Let Your Sales Team Extends its Value and Performance Horizons
Online platforms offer an extension to your sales team and not a replacement for it.
Hence, make best possible use of digital channels to supplement how you grow the customer base and engage customers to augment business efficacy. Consider this as a self-service model that encourages customers to purchase products.
Allow your sales representatives to develop deeper and build more value-added relationships with your customers. An efficient E-commerce portal can help your sales representatives to manage low volume clients, replacements and reorders to emphasize on obtaining and retaining higher-volume and higher-margin customers.
Hence, if you want your business to strive and enhance your marketing success, it is essential you focus more on Business to Individual strategies than Business to Business solutions. This will help you achieve superior customer engagement, high business growth, and matchless business success.