When we talk about selling online, the popular categories which initially come to mind are clothes, gadgets, accessories, books etc. In simple terms it is a business selling its products to other businesses. There are also a lot of businesses that sell their products and services to other businesses and not the general public. Such businesses are called B2B businesses. For eg: you might have heard of Intel which makes processors for desktops and laptops. B2B e-commerce is now growing in popularity. According to the Indian Brand Equity Foundation, the Indian B2B e-commerce market is expected to reach $700 billion by the year 2020. This data is backed by the fact that thanks to the internet and social media, there is an increasing awareness about B2B e-commerce and how it operates. Here are 5 tips for B2B E-Commerce Marketing
1) Give An Explanation Of The Process
One of the differences between B2B and B2C marketing is that it will take more time to convince the comparatively more informed B2B customers. They will want to be completely sure that the product or service which they are purchasing will bring value. One way to do gain their trust is to highlight the process of product/service creation. If you can provide your users with a well described process about how your product is created, you stand a chance to gain their trust with your transparency. Include a section of product creation in your website which has a combination on written and audio visual content.
2) Have Options Of Customizing Orders
B2B users will have a far more specific set of needs than regular users. Show your visitors the exact details of your product and create filters which support customized orders. B2B users are more likely to be interested in products which can give them exactly what they need. Providing the users with the exact combination of items which they are looking for will increase your chances of making a sale through your website. It will also enhance your reputation as a user friendly reputation. As a result you must focus on creating a design where the various components of the product can be customized by the user.
3) Optimise The Payment Process
There is a major diffence between B2B and B2C payment collection. B2C payments are simpler as the information exchanged is the card information, information about the user’s location and purchase data. A B2B transaction has more layers involved. The slightly longer process includes receipts, invoices, order exchange forms, processor information etc. As a result you have to ensure that your payment interface does not collapse during the exchange of so many details. It must optimized be optimized to support the larger volume of data and information being exchanged. Any failure in this respect will be considered to be a breach in trust and potentially damage your reputation.
4) Focus On Simplicity
B2B users would prefer effectivity and a clear path to reach their requirements instead of B2C users who need to be attracted with the website’s artistic elements. Yes, you need to have well designed website which looks aesthetic. These elements should be designed in a very simple manner. To understand this concept clearer, let us look at the data compiled by software company Oracle.
- 69% of buyers prefer instant online forms of payment which are more easily trackable.
- 73% B2B users want automated approval workflows to make time for more strategic activities.
- 74% of B2B buyers research at least half of their work purchases online.
As a result, you need to be focused on simply giving the users what they want without hassle.
5) Utilize Social Media For B2B Marketing
While Facebook remains the most popular form of social media, there are a number of social media tools which are equally popular. The most popular one among them is LinkedIn. LinkedIn is built for B2B business, so building your brand through a steady stream of content on LinkedIn would be a great start. A lot of B2B businesses are also very active on Twitter. There are a lot of groups on Facebook which you can be a part of for networking and help your website to progress.
The basics of designing a website hold true for both B2B and B2C e-commerce websites. By incorporating these differences in your website, you will have a B2B website which attracts the user by reaching out to their more precise needs.