With an increasing number of commercial and industrial businesses turning to online trade platforms for their purchasing needs, it is essential for B2B trade merchants and wholesalers to adopt a strategic approach to amplify their online sales. In this article, we explain how.
Implement An Ecommerce Platform
Traditionally, B2B trade sales were made predominantly via product catalogues and sales reps. The customer would request a copy of your trade catalogue through your website (or download one directly), and then phone one of your sales team to make a mail order or phone purchase in the old-fashioned way. Over the past few years, however, B2B customers have come to expect the convenience of direct online purchases for their trade supplies – e.g. an Ecommerce experience aligned with that of the B2C market. The most important investment you can make in amplifying your online sales is, therefore, to invest in a high-quality Ecommerce platform that can be accessed through both desktop PCs and mobile devices.
Optimise Your Website For User Experience And Search Engines
A user-friendly, responsive website is the cornerstone of any successful online sales strategy. Ensure your website is easy to navigate on all types of devices, with clear product descriptions, high-quality images, an intuitive site architecture, and a fast and secure payment interface.
A good user experience also means being able to trust that the website is up-to-date and accurate, so we recommend integrating your website with a good CMS (content management system) that automatically updates your product pages to reflect your actual inventory. This avoids the frustration of a customer placing an order only to be told that the item is not in stock.
In terms of search engine visibility, quality content is the most important factor for a decent rank on Google. Your product and category pages should be informative, well-written, and accurate, with due attention paid to keyword research.
Create A Digital Marketing Strategy To Drive Traffic And Generate Leads
Sales can be made online through various channels. A digital marketing strategy is a personalised plan that outlines how to use these online channels, such as organic search, social media, and paid advertising, in concert to reach the desired goals. Engaging in a digital marketing strategy will increase the impact of your own, paid, and earned media, and ultimately boost your Ecommerce sales revenues. To create a successful digital marketing strategy, businesses should identify where, why, and how they will use online resources to reach their target customers. This may include leveraging influencer marketing, multi-platform content marketing strategies, brand storytelling, pay-per-click advertising, and more. You should also consider using marketing automation tools to analyse the performance of your campaigns and guide future strategies.
Implement A Robust Customer Relationship Management (CRM) System
A CRM system can play a vital role in managing customer data, tracking interactions, and automating Ecommerce sales processes. Implementing a CRM solution that integrates with your Ecommerce platform (and other digital and offline sales modalities) will enable you to segment your customer base, personalise communications, and streamline your sales funnel, ultimately driving higher conversion rates and repeat purchases.
Offer A Seamless, Secure Checkout Process
To encourage online sales, it's important to offer a frictionless checkout experience that instils trust and confidence in your customers. Implement a secure payment gateway, offer multiple payment options, and ensure your website complies with data protection regulations. Many B2B retailers also give customers the option of setting up a trade account that gives them access to an online portal, through which they can make repeat orders, download statements and copies of invoices, and check the progress of orders.
Provide Social Proof
Social proof is a powerful tool in driving online trade purchases, as B2B buyers often rely on reviews and testimonials from other customers before choosing a supplier. Encourage satisfied customers to leave reviews on your website, Google, LinkedIn, and any relevant industry sites, and showcase positive testimonials prominently on your site, including your product pages. Respond to negative feedback on social media promptly and professionally to demonstrate your commitment to customer satisfaction.
Next Steps
A well-crafted digital marketing strategy enables B2B retail businesses and wholesalers to generate more leads and increase online sales by reaching the right people with the right messages at the right time. To find out more, please contact one of our sales specialists today.
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