Digital marketing is necessary for online businesses to succeed in this day and age. Once you have set up your B2B ecommerce store, you need to drive traffic to it because that’s the only way to increase the number of orders, traffic, and average order value.
The key to boosting your conversion is developing a solid B2B digital marketing strategy that provides relevant, timely, and accurate product/service information to customers. It also gets you and your products seen before the competition and keeps your website at the top of search results.
62% of B2B buyers rely on online content to make their buying decisions, and this number will only grow in the coming years. So if you’re a business looking for brand recognition and growth, you need to maintain a positive online presence. To achieve that, 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 company:
Email Marketing
Many expert marketers agree that email marketing is a versatile ecommerce marketing strategy and has the potential to boost a business’s ROI massively. At some point, people had started to think that it may be declining. However, now, there are more advanced tools introduced to execute email marketing through automation.
This has made email marketing more efficient, convenient, and cost-effective. So, it is only logical to incorporate it in your B2B digital marketing strategy.
Identify Buying Patterns
Buying patterns of your customers can be a reliable guide to develop your digital marketing strategies. Before planning it out every month, review the customers’ journey with your product or service to trace out practices that have turned out to be beneficial. This way, you can rule out the strategies that are not working for your business and incorporate the ones that are.
The following questions can help you out to determine your customers’ buying patterns.
- What is the average buying cycle?
- What is the beginning of the fiscal year for your customers, and when do they plan their budget?
- How long do the customers take to decide on our products vs. other brands?
- How long does it take to ship our products?
- Are customers happy with our products and give positive reviews about them on the internet?
Tackling Shopping Cart Abandonment
According to the studies of Baymard Institute, 69.57% of carts are abandoned on ecommerce websites on average. Imagine you planned and ran your social media campaign only to bring visitors to your customers, and around 70% of them leave without shopping. Sounds disappointing, doesn’t it?
Many reasons could add up to shopping car abandonment. However, the most common reasons are:
- Higher price of the product than competitors
- Wrong timings
- High shipping cost
- Unexpected taxes
- Unresponsive website
- Complex buying process
- Trouble finding the order
If you notice that your shopping cart abandonment rate is rising, you must figure out the reasons behind it and ways to tackle the issues. You can solve the technical glitches with the help of your developers. To deal with other customer behavior-related issues, you can introduce offers like loyalty programs, free shipping at a certain bill amount, send them follow-up emails with discounts, etc.
B2B Mobile Commerce
In a 2017 study, Google and Boston Consulting Group declared that 40% of ecommerce is driven by mobile traffic. This means that a huge number of your customers visit your website through their phones. So, if your website isn’t mobile-optimized, the chances of your business’s success will grow thin.
To stay relevant, you need to adapt to mobile-friendly ecommerce technology. From the endless opportunities, you need to pick the one that works the best for your business. One thing that is a must-do is testing your website’s mobile speed to see if it is par the competition.
Invest in Search Engine Optimization
The rank of your website in Google search results has a significant impact on the success of your website. A higher ranking ensures that your website is worth the attention of the customers or not.
If your website isn’t ranked on the first page of the search results, it will probably go unnoticed by buyers and possible leads.
To rise to the top of SERPs, you need to invest in the SEO of your website. One of the most helpful SEO strategies is to optimize your product pages by enriching them with appropriate keywords. This will help the visitors directly land on your products pages when they search for something similar. Another top SEO strategy to rise in SERPS is to engage in white hat link building.
Conclusion
While your business model and product demand play a huge role in increasing sales numbers, developing eCommerce marketing strategies for your website is equally important. Improvement in conversion rates can help your business sustain a drastic rise in its revenue.
Your advertising department, sales team, and content professionals must be aligned with the customer sales funnel and business goals to achieve the desired results.
These big-picture strategies will help you take your first step into driving conversion to your website in 2022. So, implement them and see how your eCommerce business changes.
