5 Tips for Success for B2B eCommerce Retailers

5 Tips for Success for B2B eCommerce Retailers

Last week’s blog post, centered around the rise of B2B eCommerce outlined the immense potential traditional business retailers have by adopting a digital-first strategy. In this article, we’ve gathered our top 5 insights B2B brands can leverage to further develop and grow their B2B offering, to take advantage of the recent surge in online transactions.

Attract customers using organic and paid marketing

An organic, as well as paid marketing media strategy that involves an SEO strategy, will help drive relevant users to your website. This could take the form of social media marketing, display and banners ads, emails, and press releases to drive traffic and generate leads using content offers.

Focus on stellar customer experience

Traditionally, a B2B purchase involves far less emotional appeal compared to a B2C one, and they also involve many more stakeholders in a relatively standardized purchase journey. However, rest assured that customer experience is still at the top of the list of important factors to lock in a B2B sale. 

  • A fast, responsive and easily navigable website that offers intuitive search results that can also be accessed from multiple devices is key. Optimization for mobile is a trend in B2B eCommerce that most organizations are adopting to reach the millennials involved in the purchase process. An omnichannel strategy can also help in gathering data around the customer’s preferences. W. W. Grainger, which scores in the top tier on distributor B2B surveys, recently introduced a visual search on its mobile app1
  • Order approval workflows should be able to accommodate multiple parties and roles in the buying committees.
  • Personalization and user journeys are equally important to take into consideration. Unique personal content such as personalized product catalogs will appeal to your customer’s needs. Further, adjust cross-selling and upselling suggestions based on the user’s purchase history. 
  • Sales teams have to be rearranged. With marketplaces taking a chunk out of traditional B2B sales, sales teams have to be reconfigured to offer personal connection, advice, broader expertise and build relationships2. According to a Forrester Research study, 68% of B2B buyers prefer doing business online versus with a salesperson, and when they engage with sales, they want that experience to be in a more problem-solving, consultative manner3.
  • Take customer feedback into account. Reliable customer support both during and after-sale is vital. Existing customers are a goldmine of feedback. 
  • AI and automation are increasingly being put to use to take the drudgery and paperwork out of the purchase process. Chatbots that are available 24/7 and also upsell and cross-sell products. At Genesys, the chatbot feature resulted in a whopping 50% less cart abandonment4
  • More information on product pages, different product views, and supporting information such as videos are even more important in B2B eCommerce, especially if you’re selling in bulk. More information will reduce communications, returns, and complaints5.

Pick the right B2B eCommerce technology platform

The architecture for your site is based on both customer need and maturity. Is it commerce-led, content-led, side-by-side or a pure headless model? Choosing the right platform that can handle all your needs can make or break your online offer. Developing an MVP (minimum viable product) can also shorten time to market and leave room to develop features based on feedback from customers. 

Flexible ordering, payment and pricing options

B2B customers need much more leeway with their ordering and custom pricing options as opposed to B2C customers. You have to be able to take purchase orders and credit applications into account and offer digital invoices, various payment methods, and a real-time snapshot of inventory. Incentivize new customers with free trials, reduced shipping costs, or a money-back guarantee. You can entice existing customers with easy order replenishment or loyalty rewards for repeat purchases such as discounts, tiered incentives, access to new features or a complimentary service.

Use social media marketing and user-generated content

Social media can not only be used to drive customers to your site but also for customer engagement. LinkedIn and Twitter are highly popular with B2B companies in regard to connecting with their audiences through text, podcasts, and video, gaining insights via feedback, providing thought leadership, and learning about their buyer persona. They can help funnel the customer from the education and awareness stage towards actual promotional content. Intel (@Intel) with its 4.8million followers is a great example of a B2B Twitter presence6. Publishing customer reviews are another way of establishing authenticity and credibility by driving user-generated content7.

As a leading systems integrator for platforms such as SAP Commerce Cloud, Salesforce Commerce Cloud, Adobe Commerce, BigCommerce, Shopify Plus, commercetools, VTEX, and Elastic Path, BORN Group is well-qualified to assess and advise you on the best platform to meet your unique needs.

For more information around BORN Group’s B2B offerings, please visit here.

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Footnotes

1. Grainger eyes a big future for its new mobile visual search tool, Nov 2019, Digitalcommerce360.

2. In 2021, B2B Marketing And Sales Become More Human, Thanks To Tech, Forrester Research, Nov 2020, https://go.forrester.com/what-it-means/ep193-b2b-marketing-sales-predictions-2021/

3. The Death Of A (B2B) Salesman, Forrester Research, May 2017, https://go.forrester.com/what-it-means/ep12-death-b2b-salesman/

4. The Total Economic Impact of the Genesys Omnichannel Engagement Centre Solution, Forrester, Feb 2016, https://genbin.genesys.com/old/resources/TEI_Case_Study_Genesys_-_2052016_FINAL.pdf

5. Rethink the B2B Buyer’s Journey, LinkedIn, https://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/campaigns/pdfs/rethink-b2b-buyers-journey-v03.09-eng-us.pdf

6. 5 Top B2B Brands Delivering Exemplary Twitter Engagement, Toprankblog.com, Sep 2019, https://www.toprankblog.com/2019/09/exemplary-twitter-engagement/

7. The Rise of B2B Product Reviews,  https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/resources/pdfs/linkedin-crowd-b2b-product-review-book.pdf

9 Tips for Creating Exceptional Digital Content

9 Tips for Creating Exceptional Digital Content


It takes a potential B2B customer seeing thirteen pieces of content on their journey before they decide to commit to a product, according to a FocusVision study1

In an omnichannel retail world, customer experience and engagement are paramount. Content that can be used to engage customers at various touchpoints in their buyer’s journey is an essential part of an organization’s digital strategy. The creation of these digital assets can be resource-intensive, and there is a lot of competition vying for consumer attention. Below are nine tips to help laser-focus your content in order to reach maximum return.

1. Define Your Goals

Setting out what you want to achieve is a great start – your profitability depends on it. Different kinds of content serve different purposes. A case study might build the credibility of a brand while a shoppable social media post exists to drive lead generation through the sales funnel. 

2. Customer-focused Content and User Discovery

Once you know your audience along with their interests, needs, and challenges, you can show them content that is valuable to them in that context. If they like it enough, they might even share it. Know where and when they congregate, so that you can map their personas to the channels they prefer, and the content or stories they are likely to engage with. Moreover, it’s critical to create content that can evolve with its intended audience.

3. Digital Content Creation

The creation of digital content involves a few processes:

  • Audit the technology, workflows, processes, and resources involved in your current content creation to see if there are any gaps that can be filled, or to identify and improve existing content.
  • Create a relevant and useful pipeline of content. How does one come up with digital content ideas? Collect, curate, and schedule topics that would be interesting to your audience and group them in clusters. An SEO Strategy involves using Google and other tools to come up with popular and valuable keywords and keyword phrases. Ideally, the content should be evergreen so that it doesn’t need to be updated often. Metadata needs to be included in the backend. Non-search methods include published articles about research analyses or survey results related to your industry. New products, technology or brands can be introduced via text or video. Good storytelling is still very relevant in digital content creation.
  • Content templates and outlines are important to keep up-to-date with the trends in content creation and align with the overall marketing strategy.
  • Curate, refine, and publish at different times of the day or on a pre-set schedule. 

Once you have a list of topics, let’s look at the forms the content can take. 

4. Types of digital macro and micro content

  • Written content: Blogs that are regularly updated are the most common form of written digital content. They can be interspersed with long-form text-based content such as guides, white papers, press releases, case studies and eBooks.
  • eNewsletters and eMagazines: Besides blogs, scheduled newsletters sent by email are one of the most effective forms of digital content.
  • Infographics: A well-placed infographic can tell a story better than a thousand words.
  • Animation & videos: Animation and videos are visually compelling elements that can be embedded in or used alongside both social media as well as written content. Video is considered to be the number one form of content creation2.
  • Podcasts: Podcasts are increasingly being used both in B2C and B2B environments to tell stories.
  • SMS: eCommerce transactions are increasingly done using mobile devices and apps3. 81% of visits on Shopify sites are from a user’s mobile device. SMS marketing is becoming increasingly important. 
  • Games: Gamification tools such as polls and quizzes expand the repertoire of ways in which to engage with your audience and help gain insights to what they are thinking.
  • Website/Microsite/Intranet: Corporate or eCommerce sites are not the only ways to present a company to the world. Large companies have Intranets and brands have their own sites too, even if just for a short while.
  • Social media posts: Depending on where your audience is, you could post sponsored stories, shoppable posts and other content across any or all of the top social media apps or pages – Facebook, Instagram, Pinterest, LinkedIn, Twitter, TikTok et al. They could take many of the forms above. 
  • User-generated content: Last but not least, user-generated content (UGC) such as reviews or posts published by satisfied customers have a far greater reach and impact than out-bound only content created by brands. 2.4 times, in fact4. Any brand that is present on social media channels should also have a UGC strategy to showcase that content on its other platforms.

5. Visual appeal and/or readability

Optimize layouts, chunk text, use color contrasts and introduce microcontent elements such as images, graphics, animation and video where appropriate for visually stimulating and easy-to-digest content. Smart content can personalize pages to groups of customers. Above all, the content should still reflect the brand values. 

6. Conversion

The whole point of the digital content is to gain more conversions, either in terms of engagement or sales. Call-to-actions such as links to relevant pages or social media buttons are important in all of the content being created.

7. Digital content marketing

The promotion of content is as important as its creation. It is a way to reach out to your target audience – or let them find you. It also can build brand awareness and a deeper relationship with your customer– ultimately encompassing advocacy and brand loyalty. Digital content marketing includes techniques such as search engine marketing, pay-per-click (PPC), optimization for search engines (SEO) and social media marketing.

8.Track and analyze 

Engagement statistics for digital content provide multiple data points that can be analyzed. Currently analytics can extend as far as evaluating online behaviors of individuals viewing specific pieces of content. Page views and likes as well as using the right keywords in the right places and building backlinks could get you a higher ranking in search engine results. However, search engine algorithms change, so constant re-evaluation and fine-tuning of topics, statistics and search intent is necessary to maintain or improve rankings.

9. Digital content creation in the future

While currently popular forms of digital content will persist for a while, the future is already here in terms of Augmented Reality (AR), Virtual Reality (VR), Artificial Intelligence (AI), and Machine Learning (ML). These cutting-edge technologies are already enabling content creation where the viewer has an active role and is not just the spectator.

With BORN Group’s roots in content production, we have expertise across content strategy, consultancy, production, and more. Visit here to learn more.

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1. Content Really is King: Content Consumption in the B2B Buyer’s Journey, FocusVision, https://cloud.kapostcontent.net/pub/ed24339d-0b16-4341-8fef-c4d921903f8c/whitepaper-marketing-content-consumption-study?kui=lrDgMQf8fFSSJ0tc_I4n7w

2.  Not Another State of Marketing Report 2020, HubSpot, https://cdn2.hubspot.net/hubfs/53/tools/state-of-marketing/PDFs/Not%20Another%20State%20of%20Marketing%20Report%20-%20Web%20Version.pdf

3.  Shopify Announces Third-Quarter 2019 Financial Results, Shopify, https://news.shopify.com/shopify-announces-third-quarter-2019-financial-results

4.  Stackla Survey Reveals Disconnect Between the Content Consumers Want & What Marketers Deliver, Businesswire, https://www.businesswire.com/news/home/20190220005302/en/Stackla-Survey-Reveals-Disconnect-Content-Consumers-Marketers