Most of the e-commerce nowadays is B2C. Businesses that sell to individuals, with orders containing individual items for home delivery. But, simultaneously, in recent years, large businesses are also starting to set up catalog and e-commerce websites that are aimed first and foremost to other businesses, and in bulk.
For these kinds of businesses, marketing is completely different and this is mainly because they do not want to sell products individually or handle end customers. They aim to use the website to reach business sector customers with the right presentation to make large and significant purchases.
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B2B Digital Marketing
Digital marketing aimed for the business sector is not based on marketing practice alone. This is a well-organized and predetermined process in which, from the get-go, an accurate presentation is conveyed to the relevant audience in order to create an initial interaction that will lead to a larger transaction.
Here are the components of the puzzle that, when put together, can produce a victorious B2B digital marketing:
- Uploading relevant products.
- Setting threshold quantities for ordering.
- Using the store as a sales catalog.
- Conversion of inquiries.
- Customized price lists.
- Tailored presentation for customers.
Unlike B2C, in B2B marketing it’s not the quantity, but the quality of the users browsing through the website and purchasing through it, that counts.
Now we will go through the series of ingredients and explain them one by one.
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Upload Relevant Products
Not every product is suitable for online presentation and marketing. There are products that require development/customization for each customer, as well as products whose presentation in the wrong way will harm the sales chances of the field agents. Therefore, in B2B digital marketing we start the process with an accurate selection of the products we will try to market online as well as which products will be presented with or without prices, depending on the competition in the industry and any other considerations.
Setting Threshold Quantities for an Order
Many businesses have no interest in small quantities. Therefore, in advance and in a rather prominent way, it is necessary to define and present to the users what is the minimum scope of the purchase that can be made online or through a phone order, in order to filter out โnoiseโ from private or small buyers who do not fit the DNA of the organization.
Using the Store as a Sales Catalog
Even though in many cases we would like to make a direct sale through the website despite the complexity involved, in most cases we use the online store as a sales catalog and not as an e-commerce website. In other words, we hide the prices, the add-to-basket buttons and a host of other sales elements that are present in the system but are not displayed to the user at all, or only after logging in to the system.
Conversion of Inquiries
About 90% of our B2B customers do not want and/or need to display a price and/or and โadd to cartโ. Instead, we implement simple contact conversion aids. In other words, we add contact forms to each product, we add prominent phones and buttons for instant dialing and even a floating button for initial contact via WhatsApp since the personal factor is the one that actually closes the deals with the businesses.
Customized Price Lists
When it comes to a manufacturing company and even an importer, there may be different price lists according to the type of customer, scope of purchases, and a host of other parameters. In B2B marketing, we would like to turn the online store into a personalized sales center for each customer. Basically, by granting a username and password to the system, our customer will see the prices that are set for them (a reduction of a certain percentage from the public price list), and thus the customers can make a purchase list with the accurate prices in advance.
Tailored Presentation for Customers
As for the actual marketing, everything begins and ends with presentation. If you choose to sell to business sector customers, the language should be accordingly. All the content of the products and all the SEO of the products and the language of the advertisements on Google and Facebook should be made with the target audience in mind at all times.
The more the presentation is accurate, the more โnoiseโ you will filter out, and you will receive high-quality inquiries from serious customers only.
