Proven B2B Ecommerce Marketing Strategies To Boost Your Sales

11 March 2024
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Customers are increasingly turning to ecommerce stores to make purchases. 

And this trend goes beyond the business-to-consumer (B2C) sector. In the post-pandemic era, more business-to-business (B2B) buyers are finding it convenient to do their transactions online. It’s no wonder that 57% of B2B sellers are doing business on their own ecommerce websites.  

But running a B2B ecommerce business has its challenges. When dealing with large purchases, multiple decision-makers, and varying buying processes, getting your prospects to proceed at checkout isn’t so simple. 

To grab and hold the attention of your B2B audience and drive ecommerce traffic to your website in ways that lead to online sales, you need a systematic approach. 

In this guide, we’ll explore effective B2B ecommerce marketing strategies to help fill your pipeline with qualified prospects. 

You’ll learn: 

  • ​​What Is B2B Ecommerce Marketing? 
  • B2B vs. B2C Marketing: Their Key Differences 
  • Top B2B Ecommerce Marketing Strategies 
  • Final Thoughts: 5 Proven B2B Ecommerce Marketing Strategies That Drive Sales​ 

What Is B2B Ecommerce Marketing

B2B ecommerce marketing is the process of promoting your products and services to other businesses via online channels like websites, social media, email, and search engines. 

Simply put, the goal is to attract, engage, and delight businesses into becoming new customers and, eventually, repeat customers

B2B vs. B2C Marketing: Their Key Differences 

B2C ecommerce marketing focuses on meeting individual consumers’ needs and desires, encouraging impulse buys through shorter sales cycles. In contrast, B2B marketing addresses businesses’ practical requirements and involves longer sales cycles with multiple negotiation stages.  

While B2C transactions are often one-off purchases and have lower prices, B2B buyers prioritize building lasting relationships with suppliers due to the significant impact of purchasing decisions on business operations. 

Top B2B Ecommerce Marketing Strategies 

B2B customers can be a tough crowd. But you can encourage them to visit and even purchase from your B2B ecommerce website by implementing these marketing strategies

Content Marketing 

B2B customers are thoughtful buyers. Considering how most B2B transactions are high-stakes, they have to be. It’s no surprise, then, that 71% of B2B buyers used multiple content assets to evaluate potential business solutions. 

Whether webinars, blog posts, or podcasts, creating high-quality and relevant messaging is an effective way to educate, inform, and build trust among your audience as they move through their customer journey.  

But avoid creating content for its own sake. Make sure that each piece you publish appeals to and is helpful for your target audience

Search Engine Optimization (SEO

SEO marketing for B2BThe benefits of SEO for B2B ecommerce companies are massive. After all, there’s no better way to be found online than to rank your website in the search engine results pages (SERPs). In a Databox survey, over one-third of respondents said their highest-qualified B2B leads come from their SEO efforts. 

But remember: It’s people who Google things, not businesses. Behind every business that buys your products are living people with questions they need answered, like:  

  • What problem are you solving for them? 
  • How does your product(s) solve their problem? 
  • How is your product(s) better than the competition at solving their problem? 

Keep the above questions in mind as you form and implement your SEO strategy — from keyword research to on-page optimization, content creation, and backlink building. 

Social Media Marketing 

Social Media  marketing for B2BBusiness buyers scroll their social media feeds like everyone else. They will also buy if they come across something relevant. In fact, 60% of B2B marketers said social media is their top revenue-driving channel. 

To capture their attention effectively, craft social media content that showcases your company culture and highlights your expertise while delivering valuable insights that resonate with your audience. 

It also helps to engage with industry influencers and participate in relevant conversations to expand your reach and credibility within your niche and the B2B community. When your interactions get noticed, the algorithms may give your content a boost in the feed, which builds brand awareness and increases your reach. 

But don’t try to be everywhere at once. Pick only the social media platforms where your customer base is more likely to hang out. For instance, if you’re targeting businesses in the technology sector, platforms like X (formerly Twitter) and LinkedIn may be the most effective. 

Email marketingEmail Marketing 

B2B buyers will likely have over 15 interactions with a vendor before committing to a sale, proving that fostering relationships with potential customers is crucial to effective B2B ecommerce marketing. 

And what better way to nurture your B2B relationships than email marketing? After all, when a key decision-maker signs up for your email newsletter, they’re essentially giving you permission to send them more information about your offerings. 

It’s no surprise that half of B2B marketers say email marketing has the biggest impact on their omnichannel strategy. Startup growth accelerator SYSTM, for example, achieved an impressive 8x growth in just three years using a tool to send trigger and nurture email marketing campaigns to the most qualified prospects. 

Besides, email marketing platforms like Mailchimp, Zoho, and Constant Contact offer robust segmentation tools. They enable you to tailor your emails to each persona‘s specific interests and needs within your target audience

Since B2B sales cycles are long, make sure to plan your email campaigns in stages to send relevant emails that move prospects along the buyer’s journey

Paid Advertising 

Paid advertising for B2BPaid advertising enables B2B brands to target specific audiences and drive traffic to landing pages and online stores

It’s even more powerful as a marketing strategy because B2B prospecting relies heavily on precise targeting. B2B paid advertising often involves targeting by industry, job title, company size, and other business-related criteria to reach decision-makers effectively. 

By using tools like Google Ads, LinkedIn Ads, and industry-specific platforms, you can reach stakeholders within your niche.  

Given the length of B2B sales cycles, some leads will lose interest in or forget about your offerings before making a purchase. By launching remarketing campaigns via paid ads, you can remind leads why they need your products. 

Final Thoughts: 5 Proven B2B Ecommerce Marketing Strategies That Drive Sales 

Remember, marketing your B2B business is only the first step. To get the sale, your ecommerce website must provide your B2B prospects with a great user experience

That’s where k-ecommerce comes in. With our ERP-integrated solution, you can enhance your B2B ecommerce platform with features that help provide a smooth and efficient buying experience

Check out our demo today to see our ecommerce solution in action.