Top Digital Marketing Strategies For B2B Ecommerce

  

Are you looking for digital marketing ideas and strategies for your business?

If you have a small or medium business in B2B, you probably already know what impact the digital revolution has had on marketing and sales.

Not so long ago, sales needed at least one human interaction - even on the web. Now, however, customers are willing to shop online without feeling the need for face-to-face interaction every time.

However, the need for trust and closeness remained the same. Successful B2B companies already know how to use digital marketing strategies to create and maintain these emotions. It's time to dump her and move on.

In this article I will show you the main digital marketing strategies to use to gain more visibility in front of your target audience, more traffic, conversions and sales.

6 Digital Marketing Strategies for B2B eCommerce

1. SEO

I'm sure you've heard of SEO before. Search Engine Optimization is the strategy that, when used ethically , helps you to get up in the rankings on the results page of Google or any other search engine. The problem is, Google doesn't want you to do SEO, at least not the way it used to. And if you do not follow the rules set by webmasters, you will be penalized by Panda, Penguin or Mobileggedon.

Basically, SEO is about content, keywords, backlinks and more. The most important feature of all these elements is the relevance, for the specifics of your B2B business, implicitly for the users.

 

When optimizing your B2C eCommerce site , you need to be aware that you are optimizing for users, less so for search engine bots. Optimizing site pages for business-relevant keywords (in title tags, titles, subtitles, body text, metas, link anchors, other text images, etc.) is just the first step.

 

The results appear when you post useful content on the site - blog posts, product descriptions, page content about us, etc., in which you insert relevant images and videos. Remember, the quality of the content and its consistency are extremely important factors that contribute to the reputation and credibility of your business. All these actions lower the bounce rate and build a strong on-site infrastructure.

 

In terms of link building strategy, as in the case of keyword optimization, the key to success lies in quality, not quantity. Choose sites relevant to the specifics of your business, with authority and seniority, to build a complex and stable backlink profile.

 

 

2. PPC

 

Paid advertising tools such as Google Ads or Facebook Ads have the advantage of displaying your messages faster in front of potential customers, as opposed to SEO.

But unlike SEO, it only works as long as you keep bidding.

 

I assure you, the user is not ready to buy your solution immediately, after seeing a single ad. Instead of optimizing for this conversion, send the user to a "Request more information" form or a landing page with a guide to the benefits of your solutions.

 

Second, it creates paid ads for each stage of the sales cycle (prospecting, initial communication, qualification, opportunity, negotiation, customer, customer opportunities, sales to the customer).

 

Keep in mind that the decision time of the client in B2B is much longer than in B2C (it can take from 3 months to 1 year), and this is due to the fact that the prices are higher in B2B. It is very likely that your ad will be displayed to people who are still in the documentation phase.

 

Third, segment your audience in detail. See the characteristics of the people you are targeting - Buyer Persona profile, and create keyword-specific ad groups for each segment.

 

Be careful to eliminate negative keywords as well: you certainly don't want to pay extra for people who are totally looking for something other than what you're selling.

 

You can also stop displaying ads during times when the target audience is busy and not doing too many searches.

 

And finally, use technical keywords and jargon used in your industry. People who are interested in the services / products you sell certainly know the terms and use them in their search.  

 

3. Social Media Marketing

Another way to bring traffic to the site but also to maintain a constant communication, much more personal with customers and potential customers, are the pages on social platforms (Facebook, Twitter, Instagram, Pinterest, YouTube, Tumblr, etc.).

 

The best strategy to do social media marketing for B2B is to use the content on the company's blog.

Social pages are the perfect place to promote your news, to differentiate yourself from the competition with an original approach and to respond more quickly to your fans, so that you are loyal to them.

Here you can create and maintain a communication relationship based on trust, a feeling that all potential customers need to make the purchase decision, regardless of the type of business.

 

It's not enough to make a page and that's it. Post constantly, focus especially on visual elements such as images or videos, and try to educate your potential customers first.

 

You can also make commercial posts to promote your offer, but the best advice I can give you is to focus on educating the public and preparing them for sale.

 

For example, you can publish videos or articles to teach them how to use your product / service, guides, infographics, case studies of other satisfied customers, etc.

 

All of these posts will increase your audience engagement rate and direct your audience to your site.

 

4. Lead Generation

Lead Generation incorporates several digital marketing strategies, because it represents the very process by which you attract people to the site and convince them to give you the email address voluntarily.

 

As you have seen so far, both SEO and Social Media and PPC are effective tools for directing traffic to the site. The question is, where do users land?

 

The preferred answer would be "on a landing page". It has the advantage of presenting exactly the information that the user is interested in, including a form in which he can leave his address.

 

There are too few chances that people will give you the email address on the lookout.

So, you need a benefit, a valuable offer that will convince them that it is worthwhile to enter their data in the form. 

 

In order to capture as many leads as possible, create relevant guides for your business (for example, what are the advantages of product / service X, how can you use it, how will it help you to have a better life, etc.) .

 

Of course, there are other ways to get leads, including questionnaires, catalogues, promotion codes, hello bars, etc.

 

To streamline your lead generation strategy, I recommend that you use automation marketing applications and tools with confidence. Not only will they simplify your lead generation process, but they will also save you a lot of resources: money, human resources and time.

 

5. Email Marketing

Good. You've got leads and subscribers to your newsletters and offers. What are you doing now?

The answer is email marketing. The strategy allows you to send messages of interest, relevant to customers, so that you can educate them, convince them to buy and make them loyal, in order to make purchases repeatedly.

 

The first step in this type of digital marketing for B2B is to segment your list of email addresses, based on criteria such as demographics, interests, history of interaction with your site, etc.

 

Then, create a sequence and email templates, using autoresponders and emailing tools.

For example, if the user downloaded a guide when they gave you the email address, then send a series of articles from the educational blog, which will lead them, slowly, to the conviction that your product / service is, indeed, the right answer to his problem.

 

Then send a commercial offer and see what his reaction is. You can still offer him advice, in case he is not sure what he wants and needs to talk to a specialist. Don't forget to send him thank you messages when he buys from the site and birthday emails. They help build confidence in your business and build loyalty.

 

6. Conversion Rate Optimization (CRO)

Conversion rate optimization sums up all the improvements you make to your site and marketing materials to increase your conversion rate.

 

First of all, focus on optimizing your site for mobile (use responsive design), improve site upload speed, and analyze your site.

 

I recommend that you use A / B Testing at this stage, a tool that allows you to compare users' reactions to certain changes and identify the version with the best results, which you implement on the site.

For example, with A / B Testing you can see what people's reactions are if you change the color of the call-to-action buttons on the site / landing page or you want to change the title of your Ads ad.

 

Also within the CRO is the personalization of the messages sent by email. Choose to customize, it is a digital marketing tactic that will not lose its usefulness too quickly and, in addition, differentiates you from the competition.

 

Take advantage of the fact that you can constantly monitor and analyze your site. Use Google Analytics to find out what people are doing on your site, where they are coming from and a lot of other detailed information you need to create secure digital marketing campaigns.

Take Away

One thing is for sure, B2B eCommerce businesses and more need digital marketing and effective strategies to increase their visibility and attract more potential customers, which will lead them to buy or convert.

 

Besides the fact that most people are present online, in one way or another and, implicitly, this is where your target audience is, it would be a huge loss not to use the strategies mentioned above to reach the ultimate goal.

 

My recommendation is to use them in an integrated way, so that you increase your chances to reach your goals, gaining more orders, more customers and more sales and if you want to get these services then feel free to contact the top Digital marketing agency Pakistan.