You have a new B2B ecommerce site. You need to transition current customers to using the new online ordering capability and you know that simply sending a mass email to your customer base won’t get the adoption rates you need. It occurs to you that you need a comprehensive plan to inform and educate your customers about online ordering and share why they should make the switch.
You need a B2B ecommerce on-boarding strategy. But how do you create one?
Have no fear–I’m hear to guide you through the steps. Soon your customers will be regularly placing orders online and your organization will reap the benefits of fewer errors and increased efficiency!
How to Create a B2B E-Commerce On-Boarding Strategy
- Choose your on-boarding approach. Will you host online webinars to demonstrate how the new ecommerce site works? Will you place personalized phone calls? Will personalized promotional emails play a role in your on-boarding strategy? What about banner ads?
- Decide who to target first. Which customers will you on-board first? Creating a set methodology assures that the most important companies are brought on board first and that no one “falls through the cracks.”
- Choose your promotional strategy. While email alone isn’t a true on-boarding strategy, email promotions do play a key role in a successful on-boarding effort. How will you use email before you begin the on-boarding process to set customer expectations? How will you utilize email communications after you’ve reached out to a customer? Create a schedule of promotions with a personalized feel and highly specific messaging to drive your ecommerce message home.
- Decide what support materials you will offer for your customers. Ecommerce will change how and when your customers place their orders. Nights and weekends–times that used to be off limits because your customer service department wasn’t open–are now available for your customers to place an order. In light of this fact, it’s appropriate to create a few basic self-service documents that customers can use to troubleshoot placing an order when you aren’t open. What documents will your customers need on a self-service basis?
With a carefully planned on-boarding strategy, transitioning your B2B customers to placing orders via ecommerce should be relatively simple and highly effective.