Digital marketing is necessary for online businesses to be successful these days. Once you have set up your B2B eCommerce store, you need to drive traffic to it, as this is the only way to increase order count, traffic, and average order value.
The key to boosting your conversion is to develop a strong B2B digital marketing strategy that provides customers with relevant, timely and accurate product / service information. It also allows you to see your products ahead of the competition and keeps your website at the top of search results.
62% of B2B buyers rely on online content to make their purchasing decisions, and this number will only increase in the years to come. So if you are a business looking for brand recognition and growth, you need to maintain a positive online presence. To achieve this, you can follow ecommerce marketing best practices that will add value to your online presence and drive conversions in 2022.
Here is an overview of the essential e-commerce marketing strategies you can use for your B2B business:
Many marketers agree that email marketing is a versatile ecommerce marketing strategy and has the potential to massively increase a business’s ROI. At one point people started to think it might be in decline. However, now more advanced tools are being introduced to run email marketing through automation.
This has made email marketing more efficient, convenient and cost effective. It therefore makes sense to integrate it into your B2B digital marketing strategy.
Identify purchasing habits
Your customers’ buying patterns can be a reliable guide to developing your digital marketing strategies. Before planning each month, review the customer journey with your product or service to track which practices have proven to be beneficial. This way, you can rule out strategies that aren’t working for your business and incorporate those that are.
The following questions can help you determine the buying habits of your customers.
- What is the average buying cycle?
- When is the start of the fiscal year for your clients, and when are they budgeting?
- How long do customers take to choose our products over other brands?
- How long does it take to ship our products?
- Are customers happy with our products and giving positive reviews about them on the internet?
Fight against shopping cart abandonment
According to studies by the Baymard Institute, 69.57% of shopping carts are abandoned on e-commerce sites on average. Imagine that you planned and executed your social media campaign just to attract visitors to your customers, and about 70% of them leave without shopping. Sounds disappointing, doesn’t it?
There are many reasons that can add to the abandonment of the purchase car. However, the most common reasons are:
- Product price higher than competitors
- Bad hours
- High shipping costs
- Unexpected taxes
- Unresponsive website
- Complex purchasing process
- Difficulty finding the order
If you notice that your cart abandonment rate is increasing, you need to figure out why and how to fix the issues. You can resolve technical issues with the help of your developers. To deal with other customer behavior issues, you can introduce offers like loyalty programs, free shipping to a certain invoice amount, send them follow-up emails with discounts, etc.
B2B mobile commerce
In a 2017 study, Google and Boston Consulting Group said that 40% of e-commerce is driven by mobile traffic. This means that a large number of your customers are visiting your website through their phones. So, if your website is not optimized for mobile, the chances of your business being successful will decrease.
To stay relevant, you need to adapt to mobile-friendly e-commerce technology. Among the endless opportunities, you need to choose the one that best suits your business. One thing to do is test the mobile speed of your website to see if it is up to the competition.
Invest in search engine optimization
The ranking of your website in Google search results has a significant impact on the success of your website. Higher ranking ensures that your website deserves customer attention or not.
If your website doesn’t rank on the first page of search results, it will likely go unnoticed by potential buyers and prospects.
To get to the top of the SERPs, you need to invest in your website SEO. One of the most useful SEO strategies is to optimize your product pages by enriching them with appropriate keywords. This will help visitors land directly on your product pages when they search for something similar.
As your business model and product demand play a huge role in increasing the number of sales, developing ecommerce marketing strategies for your website is just as important. Improving conversion rates can help your business maintain a drastic increase in revenue.
Your ad department, sales team, and content professionals need to be aligned with the customer sales funnel and business goals to achieve the desired results.
These comprehensive strategies will help you take the first step towards converting your website in 2022. So implement them and see how your ecommerce business grows.