02 October 2013
The B2B market requires its own strategies, here’s a quick rundown of what makes B2B special, with a corresponding eCommerce tip for each consideration.
The B2B market is unique because, often, the products are more technical and complex. Many B2B products feature higher intricacy than the B2C products: especially in manufacturing. Displaying the exact specifications and minute details can make the difference between a sale and a bounce from your webshop. Because of the varying needs of businesses, product prices also differ much more than the B2C model.
eCommerce Tip: We recommend a robust product catalog, detailing all your offerings, with advanced search options. Search options such as sorting and filtering are crucial for your potential customer to find the exact product they’re looking for, no matter how complex. You also empower your customer when they customize their own order to their individual needs. Configurators, which allow this customization, are especially beneficial to manufacturing companies in the B2B market.
The B2B market is unique because sales often involve multiple people. Some consumer products are just an impulse purchase, but when it comes to business, shoppers need to see the value and benefit to their organization. Often, several representatives from a business are involved in the buying process. This includes engineers, management, designers, and executives.
eCommerce Tip: If you want to appeal to everyone up and down the chain of command, make sure your product listings are descriptive enough for the technicians and clear enough on your value proposition for the executives. High-quality images and videos of your products also work well for the B2B market to show off your offerings.
The B2B market is unique because the sales cycle takes more time. Because of the specificity of the products and the many people involved, B2B sales typically last months. Maybe even a year or more. Lead nurturing becomes as important as lead generation. Marketing for a longer sales cycle presents a challenge for many in the B2B market.
eCommerce Tip: Content marketing is a prime way to nurture leads. Present compelling and relevant content that engages your potential customers. Whitepapers, webinars, newsletters, and even downloadable CADs for manufacturers are excellent ways to exchange content for contact information. Prior to a download, have your website visitor fill out a lead form. Then follow up with them via targeted email marketing.
The B2B market is unique because the products serve a defined niche. Because of the specificity of the products, there are fewer potential buyers. Selling solutions or goods to businesses is more niche than selling consumer-grade laptops, which has a much larger pool of potential customers.
eCommerce Tip: Serving a niche places a greater emphasis on conversion rates. Efficiency is the name of the game, so you want your webshop to serve anyone that is a prospective buyer. This means tailoring your landing pages, so when visitors do come, particularly from your ads, you send the right messages to them. Using analytics such as A/B testing, find out which landing pages are most effective at converting or capturing leads for your corner of the B2B market. Then continue to use those pages.
The B2B market is unique because your company is as important as your product. Long sales cycles and technical products place a premium on company trust. Your webshop visitors not only look for product information but also company information. Before they buy, they want to know that your company will deliver on its promises.
eCommerce Tip: If you want to prove your trustworthiness, don’t neglect your “About Us” page. List bios of key members of the company and tell a story about how their experience informs the products and corporate philosophy. Testimonials from partners or past customers also establish trust in the company as well as the product itself.
The B2B market is definitely different from B2C, so if you’re struggling to find your niche, consider our tips on how to optimize your webshop for B2B eBusiness. And contact us, using the “Connect with Us” form below to discuss how Dynamicweb’s robust eCommerce solution helps you sell!