The BtoB e-commerce market is growing annually by more than 15%. This progress can be explained by buyers’ willingness to find suppliers quickly and more easily on the Internet. BtoB buyers are motivated primarily by rates, increased productivity and profitability. Professional buyers are often rational, and don’t succumb to impulse buys. They want quantified data. Since their target clients are not the same, the marketing strategies of BtoB companies differ from those of BtoC companies. Here are four tips on how to improve your strategy for marketing to professionals.
1. Use social networks
More and more BtoB companies use social networks to promote their expertise and increase their sales as well as their reputation. The internet has profoundly modified the BtoB market. Currently, a new, more cooperative business model is being set up; more and more clients are becoming users participating in the company’s business development. The first key factor to social network success lies in the quality of the content: “Give to Get.” Before receiving information, it must be given, informed, and contributed. On the web, 1% of users produce information, 10% comment on it, and 80% consume. Therefore, stay active on social networks and feel free to make yourself a source of information!
2. Have a clear and readable website
63% of online shoppers are primarily motivated to purchase online because of the time saved, the accessibility of making a purchase at any hour, and delivery. They must therefore find what they’re looking for as quickly as possible. Place a high priority on the ergonomics of your store and assure that all key information (product descriptions, delivery time, taxes, etc) is quantified, precise, and above-all visible.
3. Be available to your prospects
Even if your website has all the information a buyer desires, you must show your clients that you still remain at their disposition for any further inqueries. Buyers generally want to contact you for further information or to discuss important orders. You must therefore make a contact page on your website, displaying the phone number that will direct them to salespersons and marketers. The goal is to develop and maintain a meaningful and constructive dialogue with your buyers—which will help get them to keep coming back.
4. Use an electronic signature
The first order may seem difficult in terms of confidence for the buyer as well as the seller : you don’t know your clients and they don’t know you. So, how can a buyer have confidence in a supplier that he or she doesn’t know? By using electronic signatures! An electronic signature is defined as “a reliable identification process guaranteeing its link to the act to which it is attached.” In other words, an electronic signature represents a reliability guarantee for you and for your buyers. It replaces a written signature and is the only legal method to authenticate a document. So when you’re dealing with buyers and they’re about to make a purchase, use your electronic signature and verify that they’re doing the same.
Now you’ve understood that to sell online services to professionals on the Internet represents a real challenge. This growing market is democratizing thanks to the Internet, and we’re seeing more and more BtoB stores created on PrestaShop. To succeed in the market, you need to seriously consider making your marketing strategy different from that of BtoC. In addition you must use precisely quantified data and make your site as simple-to-use and clear as possible. Finally, be available to all your clients. To help you with your BtoB store, we’ve prepared a selection of useful modules.