B2B eCommerce is continuously expanding. As the digital world evolves, and technology transforms and develops, your ability to market and operate in a purely digital space becomes more streamlined and more effective.
We thought we would take a look at how marketers and business owners are keeping up with the evolution of technology, and how you can keep up with your business. We unpack the tactics that companies are currently using to attract and maintain their B2B clients.
Focus On Your Product Pages
Your first avenue to consider in the eCommerce environment, whether you are B2B or B2C are your pages where you display your products. You will need to absolutely optimize the layout, usability and user experience of the landing pages.
Fully optimize your product pages to display everything potential buyers will need to know about the products without physically experiencing them. If you are selling wholesale to clients, your apparel line sheet will need to act as your virtual showroom. Keep your products carefully categorized and easy to search for and navigate in order to make the wholesale purchasing process as frictionless as possible.
These line sheets or your product pages need to provide the client with all of the information they need to make the purchase. Include numerous high-quality product images to scroll through and examine. Your copy needs to be descriptive content containing the relevant keywords for your products to be found online.
Automate As Much As Possible
Once you perfect and streamline one process in your business, you will most likely be able to automate it. Not only does this take out hours of unnecessary work, but it also removes room for error.
Your email templates are a great example. Once you have created the first layout of your emails, completed the copy, created the banners, images and CTAs, it is easy to use the platforms like Constant Contact and Mailchimp to automate the rest of your emails. Here, you can send mass emails to your entire database, automatically post those to social media, and send follow-ups to non-openers.
Automatic response generators allow you to automatically send confirmation and thank you emails to potential and existing clients. If they have subscribed for your newsletter, completed the sales funnel, or have bounced with an abandoned cart, you can create auto-generated emails to be sent. These can either thank them for subscribing and point them to the next landing page, provide them with their purchase order, or remind them that they have items in their cart.
There are a plethora of automation tools that you can use for almost every aspect of your business. Many of them are on a subscription basis, but in most cases, they are incredibly affordable and worth the ROI.
Keep SEO Top Of Mind
We mentioned keywords earlier. SEO is a vital component of your site. Not only is it the way that potential customers find you, but it’s how Google ranks and categorizes your site. Organic searches usually make up for the majority of most site’s traffic, apart from the traffic coming from emails. So, getting your SEO right is critical.
Keyword research is an important exercise to do regularly in your company. Not only is it important when creating your website and writing your website content for the first time, but it needs to be kept up to date with relevant trends and market changes.
Keywords need to be included on every landing page but stay away from keyword stuffing, as Google picks that up and penalizes it. Spend time on your on-page SEO for each page. Meta descriptions, H1 and H2 headings, URLs and links all need to be optimized for heightened SEO.
Test And Measure Everything
Lastly, it is critical to keep track of what is happening on your page. What are your traffic volumes like? Where is traffic coming from? How is it behaving on your site? Google Analytics is a great tool to track exactly where traffic is coming from and where it is going. Is it bouncing soon into the visit? Is a certain campaign working better than others? Or have you changed a product page that is bringing in high volumes of traffic?
The more that you know about what is and is not working, the more you can either duplicate those actions or move away and try something new. Email platforms and social platforms also allow you to track the success of the campaigns. You can track engagement, open rates, click-throughs and unsubscribes. So, make use of that.
Testing all of your actions, changes and additions to your site will also give you a good idea of what works and doesn’t. A/B test everything. From your CTAs to your copy to even the placement of everything on the site and see what works best. Just remember to not index one of the pages as Google might pick it up as duplicate content.
As a B2B eCommerce site, it is vital for you to know who your main clients are, what they are looking for and where they are looking so that you can draw them to your site. Keeping an eye on what works and what doesn’t is the best way to shape a healthy relationship going forward.