Wondering whether or not you should be promoting your B2B ecommerce site? You aren’t alone. Even though the average widget offered on a B2B ecommerce site is not as glamorous as the products that are offered on consumer retail sites, that’s no excuse to skip promoting your B2B site.
The fact of the matter is that B2B organizations should be doing two types of site promotion—internal and external promotions. Internal promotions reach out to current customers to encourage their use of the ecommerce site to place their orders and the other reaches out to the public in an effort to find new customers. Both types of promotions are critical to B2B ecommerce success and if you aren’t actively engaging in both, you are leaving money on the table.
Here are four reasons that every B2B organization should promote their ecommerce site:
- More customers. That’s what ecommerce is all about, right? More customers equal more business and, if you position your products correctly, more customers should equal more sales too. The challenge for most B2B organizations is that historically their business models have been regionally driven and they think they already know all of the potential customers that they could be doing business with. This is a dangerous B2B myth. As more and more B2B organizations take their businesses online and start selling the products nationally or even internationally, those without a B2B ecommerce presence are likely to be left behind. B2B ecommerce provides your organization with a solid online presence so that when potential customers are searching for the products you sell, they consider your company as a viable alternative—whether they are around the corner or on the other side of the globe.
- Improved brand awareness. The World Wide Web is a big place and with competitors cropping up more and more frequently, you need to make sure that you stay ahead of the curve. A strategic and comprehensive ecommerce promotional plan ensures that current and potential customers recognize and think of your brand when the time comes to place and order. Ecommerce helps with brand awareness by representing your organization electronically, twenty-four hours per day, seven days a week. Robust site content, complimentary online tools and other resources, exceptional search engine optimization, and search marketing ads will give your brand awareness a serious boost.
- Compete with the big boys. Have you noticed that some of your customers are moving their business to AmazonSupply.com? Whether you notice it now or not, they are. Chances are good that AmazonSupply.com and other online mega-distributors will continue to nibble away at your customer base and, ultimately, your profits, unless you do something proactive about it. In order to compete with the big boys, your organization has to make sure that your brand stays top of mind with each and every one of your customers. Additionally, targeted promotions to current customers informing them of your price match guarantee or other offers will encourage them to shop with you even when the mega-distributor’s Siren song starts calling.
- Increased profits. Promoting your ecommerce site and how easy it is to use to current customers will encourage them to place more online orders. Orders that arrive via ecommerce take less time for your staff to process (as a result of reduced data entry) and cost your company less to process. This lowered cost per order results in a direct boost in profits as more and more of your orders arrive via ecommerce.
Ecommerce site promotions are no longer the territory of consumer retail sites. Savvy B2B organizations will leverage promotional techniques to ensure that they find new customers, increase brand awareness in the market space, compete with the online mega-distributors and increase profits at the same time.
To learn more about how to position your B2B ecommerce site for success, download the complimentary white paper, B2B Ecommerce Success – Seven Questions to Consider When Beginning an Ecommerce Initiative.