By Lara Douglas

E-commerce is often considered a tool for existing clients. The sales team attracts new ones. A company’s online presence is a way to support sales staff. The website serves as a fast and convenient option for clients to place their orders.

Initial Purchase

Typically, a new customer has to complete a number of steps to place an order. Before they do that, they need customized pricing, an account number, and credit amounts and terms. B2B merchants can allow visitors to place initial orders for products by credit card at the public list price. Clients receive an account number and customized terms and pricing after the first order. New customers are acquired this way.

Online and Offline Advertising

Merchants can create Google Shopping ads by setting up products so they can be seen at the list price. The buyer does not need an account to add them to a cart. Offline advertising can be very helpful for B2B merchants as well. For example, custom neon signage is affordable and you pay just once. It is not a recurrent cost and any type of business can utilize it for B2B and B2C marketing to its advantage. 

Online advertising is critical if you want your business to show up in search results. The first page of results is typically made up of links to Amazon listing, Google Shopping images, and Wikipedia entries. 

Develop a Content Strategy

Content grows and nurtures relationships. You need to give potential buyers information that supports your goods or services. Include manuals and technical specs and include a resource area with frequently asked questions. 

If it’s done right, content offers useful insight into your B2B company and sets it apart from your competitors. 

Online Marketing Strategies

A B2B e-commerce entity needs an online marketing strategy to function. According to Statista, 57% of B2B buyers want to purchase online. As marketing now plays a crucial role in hiking up B2B e-commerce conversion, your best bet is to work with a B2B SEO agency that can help your business get to the top of the SERPs and increase traffic to your website. We will discuss several strategies in the next section. 

1. Personalization 

Personalization begins with catalog management capacities that enable vendors to customize product catalogs to certain divisions, corporations, individuals, or business units. Further, personalization entails offering extended loyalty program privileges. It also involves distributing product recommendations and unique content via email marketing.

2. Account-Based Marketing

Account Based Marketing (ABM) is a combination of optimization and marketing activities to gain deeper insight into key accounts. If you apply this approach, you focus on continuous feedback analysis, a personalized buying experience, and client conversion and retention. Keeping a current client will cost between 5 and 15 times less than acquiring a new one. 

Attracting new customers takes a skillfully devised combination of continuous B2B ecommerce store optimization, smooth omni-channel customer experience, and proactive marketing activities. 

3. Long-Term Feedback Analysis 

This is a critical part of any B2B e-commerce marketing effort. The purpose is to make improvements as requested by your current clients and eradicate obstacles in the process of online purchasing. 

Gathering such feedback can be achieved in different ways. One smart way is email marketing. It is almost as versatile and flexible as content marketing and can be indispensable to your marketing strategy. In terms of ROI, email marketing can achieve more than any other digital marketing initiative. You can use it to make recommendations, offer customized and personalized products, and run loyalty campaigns.

Your website can use email marketing to automate customer communication in various ways. You can remind them about abandoned carts or send welcome emails. You can also send out special greetings on birthdays and anniversaries. 

4. Testimonials and Reviews

The impact of testimonials and reviews on people’s buying decisions should not be underestimated. They are more likely to buy from a merchant with a good reputation. It is only natural to rely on real users’ experience because it is not possible to check a product when shopping online in most cases. Research shows that stores which encourage online reviews have a tenfold conversion rate compared to those who don’t offer any incentive for them. 

Due to larger orders, buyers in B2B e-commerce care even more about the merchant’s testimonials and reviews. They want to be able to trust their supplier. They want the supplier to make sure product quality is good, shipping is timely, reordering is fast, and after-sale service is satisfactory. 

Getting the Most Out of Feedback

You should incentivize people to share their positive experiences with you as a B2B e-commerce seller to win new clients. Don’t let negative reviews worry you – they can help you optimize your product line and services. To get the most out of reviews, offer loyalty bonuses to encourage repeat purchases and reviews and optimize your website UX so visitors can write and see reviews easily. Publish testimonials on your site, try to resolve customer issues when such arise, and reach out to influencers to review your business.