Effective Strategies for Boosting Your B2B Ecommerce Website
Successful ecommerce isn’t just for selling running shoes or books. In fact, there is a growing B2B ecommerce market where businesses get the supplies they need to operate efficiently.
Just like other types of businesses in this digital age, your B2B ecommerce website cannot operate properly without an efficient online marketing strategy. Today, 67% of the B2B buyer’s journey is completed digitally, so it is obvious that online marketing plays a major role in generating and converting B2B leads.
Developing a B2B marketing strategy is crucial for B2B ecommerce. In addition, there are a number of tools you can use to attract new clients, maximize customer retention, nurture loyalty, and optimize purchasing experience across the board.
In this article, we will list a number of effective marketing strategies you can use to boost your B2B ecommerce website, and ultimately, your sales.
Customer loyalty programs represent an important B2B ecommerce marketing strategy. B2B purchasers are always on the lookout for long-term partnerships, which is a great starting position for any kind of customer loyalty program. And since B2B clients usually order in bulk, B2B loyalty programs offer a greater lifetime value.
However, B2B loyalty programs need a thoroughly planned strategy, as the B2B industry utilizes more personalized customer engagement strategies and unique value propositions that depend on each individual customer’s needs. Consequently, before approaching business clients with a loyalty program, you need to access each of your customers’ incentives.
Here are a few ways to do it:
– referral programs – give bonuses to clients that bring new opportunities for your company
– tier incentives – reward repeat customers when they increase their purchase volumes and encourage them to advance to even higher tiers
– partnerships with third parties and resellers – create loyalty programs for your resellers in order to build a strong distribution network, reach out to more customers, and increase brand exposure
Invest in SEO
A powerful ecommerce SEO strategy is fundamental for your B2B ecommerce website regardless of the type of products you sell. Why?
Because as much as 62% of B2B purchasers say that an internet search is one of the first three resources they turn to when making a purchase.
Moreover, 71% of such searches begin with generic non-brand keywords rather than searching for the name of a business. On average, twelve searches will be performed before a user actively engages with an ecommerce website.
At some part of their buyer’s journey, your prospect will complete a non-brand search to learn about different purchasing options. If your ecommerce website doesn’t appear in the results, then you have just handed another potential sale to your competition on a silver platter.
Although a complex and ever-evolving marketing strategy, SEO primarily consists of two components:
– on-site SEO – track keywords that communicate the concepts relevant to your industry and your business to help search engines include you in users’ searches
– off-site SEO – engage in link building to improve your website’s authority as a broadly recognized leader in the industry
Gmail has its own, native, mail-based ads. When you run a high ROI Gmail ad campaign, you can deliver display-network style ads directly into a user’s Gmail inbox.
A Gmail ad campaign combines the efficiency of email marketing with the targeting features of Google AdWords. Besides generating low-cost opportunities, Gmail ads enable you to turn prospects into brand ambassadors. Prospects can save and forward emails with interesting offers to their family and friends.
Moreover, Gmail ads offer a much lower cost per click than the competitive B2B keywords usually used for targeting. Not only is Gmail great for lead generation, but it also drives brand awareness.
Gmail ads are targeted ads specific to account activity and appear within the promotions tab of any inbox. They are extremely easy to set up through your existing AdWords account that has a linked payment system.
Amazon ads are also a great way to boost your ecommerce sales. There are three different types of Amazon ads you can use to maximize your conversions:
– headline search ads
– sponsored product ads
– product display ads
Headline search ads
These ads are shown above the search results due to keyword targeting. You can promote one to three products at a time. These ads use links and captivating headlines to lead potential clients to specific landing pages.
This type of ads allows you to clearly communicate with your audience. Find out what is your unique selling proposition and then present it to your audience.
Sponsored product ads
This type of Amazon ads uses the well-known PPC method, allowing you to advertise your products in the search results and drive Amazon clients toward the specific products you promote on your website.
For sponsored product ads, automated targeting is your best option, as it allows Amazon’s search algorithms to recommend potential keywords for your niche products.
Product display ads
Instead of being based on keyword targeting, these ads are interest- and product-oriented, driving customers to the product page. They are also based on the cost-per-click method.
For product display ads, start by choosing a number of products similar to your own. This will allow your ads to target customers who are already interested in that type of product.
In the past few years, LinkedIn has grown into the best social media platform for B2B marketing. With over 500 million professionals on LinkedIn, B2B marketers can engage with influencers, decision makers, and industry leaders.
Everything starts with creating a LinkedIn company page. Next, you need to ensure that your content reveals how your product can help businesses. In other words, sales-centric is not an option.
Instead, the content should be organized in the following way:
– 50% about your brand
– 25% about the sector you operate in
– 25% about the themes and problems that trouble you personally so that people can see you are still a human
From text ads and LinkedIn video ads to sponsored InMail, LinkedIn offers a broad range of advertising opportunities, all accessible via the LinkedIn Campaign Manager. LinkedIn automation tool can be used here to streamline the process and enable you to use the auto-mailing system, target contacts, and send personal invitations.
Customer satisfaction metrics
Any for-profit business needs to be customer-centric. However, for every complaint a customer sends your way, there is a multitude of customers that will choose to remain silent. Those are the people you will likely ignore, and then lose them if you don’t plan everything in advance. Besides losing customers and income, low client satisfaction will also harm your brand image.
This is where customer satisfaction metrics enter the stage:
– customer effort score – measures user-friendliness by asking customers how much effort they needed to use a product or service, and evaluate how likely they are to continue using it
– net promoter score – basically a growth indicator, it lets you measure the loyalty of your customers, how satisfied they are with your product, and how likely they are to recommend your ecommerce website to others
– customer satisfaction score – directly tracks your clients’ satisfaction with particular aspects of your ecommerce business; best suited for the onboarding process to track its effectiveness
These metrics are measured through surveys that can be sent during different stages of the customer lifecycle.
Lastly, we want to share a pro tip with you, which is to track ecommerce sales with Google Analytics.
That way, you can easily:
– see the number of transactions and income your ecommerce website generates
– keep track of the performance of your sales and revenue
– make information-based decisions to generate more sales and revenue on your ecommerce website
Dave Schneider is the marketing manager at Albacross, the free B2B lead generation platform. In 2012 he quit his job to travel the world, and has visited over 65 countries. In his spare time, he writes about SaaS and business here and runs the churn reduction app, Less churn.