The arrival of the B2B industry, a massive disruptive business trend that has changed the whole market of e-commerce business.
It is the trend e-commerce merchants are obsessing with now for the last couple of years, and it’s going to shape the entire e-commerce landscape for the next 30 years.
WooCommerce, Salesforce, Shopify, Magento, 3dCart are some popular e-commerce stores.
Do you know what’s common among these e-commerce brands?
What’s common among them is that they’ve decided to approach the market in a very different way than traditional e-commerce (B2C).
This new trending approach is known as Business-to-Business e-commerce.
Business-to-business or B2B is an e-commerce platform that is growing massively around the clock. Last year, it was predicted that in 2020 B2B sales will cross the scale of $6.6 trillion globally.
However, generating sales and improving sales conversions on this new e-commerce platform can be a bit tricky. If you’re looking for some fresh ways to improve your B2B sales conversions, then you’ve landed at the right place.
First of all, let’s get to the point and clear the conception most merchants have between B2C and B2B. It is assumed to generate leads and convert them into sales from both platforms require similar business strategies.
When it comes to generating leads and improving sales conversions, you need to adjust accordingly.
We agree with the fact that there are many things alike between B2B and B2C, but to improve sales conversion, you have to adopt a different approach. However, you’re still selling your products to a consumer, so certain aspects of B2C marketing are required to run a successful B2B e-commerce campaign.
Without any further ado, let’s dig in to explore the optimal strategies to improve conversion
sales on your B2b website.
Strategies to Improve Conversion Sales on a B2B Site
Lead Scoring Technique
One of the essential parts of improving your B2B sales conversion is the lead scoring practice. It is a common practice among B2B marketers to categorize your audience by their credibility of sales-readiness.
Through the lead scoring process, you can categorize the optimal quality generated lead into separate groups.
- Group A: Audience that is ready to make a purchase
- Group B: Audience that is one step closer to purchase
- Group C: Audience that is not unlikely to make any purchase
The most significant advantage of implementing this technique is that it facilitates you to improve the relationship and connection with your consumers and boost your sales.
Categorizing your leads will help you target the audience that is more likely to purchase products from you.
Compared to B2C, B2B sale conversion rates are comparatively lower. Using a lead scoring technique will help in nurturing leads into sales.
Collect and Analyze Data
Pay keen attention to analyzing data. Collecting relevant data will help you to discern whether the decision you have made is beneficial for your B2B store. Based on the obtained data, you can set strategies, opt for new marketing techniques to approach your customers to improve sales conversions.
Based on the collected data, try to reinforce your sales team. Through detailed reports, you can know how much time your sales team takes to sell a particular product or service or give enough importance to potential customers.
Having a complete overview of your B2B business will help you develop optimal marketing strategies to improve your ecommerce store’s sales conversions.
Run Email Marketing Campaigns
If you wish to turn your B2B e-commerce store into a sales machine, the most prime tactic is to run a generous amount of email marketing campaigns.
Whether you’re running a B2B or B2C store, the purpose of email marketing is typically the same. The goal, on the whole, is some engagement with the audience.
The level of engagement you’re seeking comes down to how well-planned an email marketing campaign you’re running.
The massive benefit of email marketing in this space is that you can easily use it to drive engagement with your site content like blog-posts. It can be most likely converted into sales later on. Re-engaging with such an audience keeps them from running away from your competitors.
MailChimp, ActiveCampagin, GetResponse are some of the best email marketing software that are optimal for running a successful email marketing campaign.
Emails help in building a sturdy relationship with your audience and give results in less time. Re-engagement must be part of your email marketing plan because it is a persuasive approach and handy in generating more sales.
Sugar-Coat the Deal
Before you go ahead to offer something to your audience, take a step back, and ponder what you are offering to them. Have you highlighted the distinctive parts of your deal that could be an additional sales incentive?
If you’re offering a deal that is already creating hype, we suggest you provide a complimentary product or service that can increase your deal’s worth.
Using different upselling sales strategies is beneficial for improving sales conversions on your B2B store.
If you’re seeking quick results, this is the strategy you should invest in.
Paid advertising also knows PPC (Pay Per Click) is bidding on specific keywords, so your business site appears on top in search engine results.
The first thing to do is choosing the keywords at certain stages of the buying cycle. This is significant because this adheres to SEO and PPC (pay-per-click).
You should know your keywords segments and understand the space but not just that you tailor your advertising specifically to each stage in buyers’ journey that can be pretty darn complicated in the modern-day paid media landscape. It also varies from platform to platform.
Different platforms work differently in this domain, so it is necessary to understand those keywords within the ecosystem you’re advertising in.
When it comes to B2B pay-per-click campaigns, you will waste a ton of money if you overuse your broad match terms. Lean towards the exact match terms in your space. Don’t think about how much they cost per click, care about that cost per conversion.
Starting with 10, 20, however many you can stomach with your budget because that will get you the most succinct return the quickest.
Create specific ad groups for your B2B pay-per-click campaign. Ensure those ad groups are based on awareness, consideration, competitive analysis, and the conversion process.
When your audience finally clicks on one of those PPC ads, make sure you kick them to a remarkable landing page that will finalize that transaction and get them into the sale conversion process.
Improving your B2b site sale conversion rates calls for a lot of effort. If you’re struggling with this, make sure to use at least one or two of the strategies discussed above, and we assure you these will be pretty helpful in running a successful B2B e-commerce business.
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