The e-commerce industry is growing rapidly providing new opportunities for media entertainment. To grow a B2B business, an IT company should focus on understanding customer behavior and ways to attract clients and suppliers, Sapar Karyagdyyev, CEO at Gamingtec, writes.
According to Digital Commerce 360, B2B e-commerce sales in the United States grew 44.0% in 2020 as consumers spent $861.12 billion online with American merchants. Industry digitalization and pandemic restrictions have led to significant changes in e-commerce marketing strategies in recent years. To take advantage of all new opportunities and increase cash flow, companies should upgrade their B2B eCommerce marketing strategies.
Content Is a King
Sapar Karyagdyyev offers to invest efforts in content marketing. There are a lot of ways to talk about the product and interact with potential partners in the media entertainment area. Content experts consider texts and videos about product specifications and functionality, product comparisons with competitors, product success stories, and product tutorials the most useful to help with a purchase decision.
Using various types of content helps increase the visibility of the trademark and raise brand awareness. The marketing and PR departments should prioritize on-site blog articles – this is useful to improve your website’s search engine optimization and generate leads. The other highly engaging types of content are video content and premium content, such as webinars, case studies, and whitepapers.
Flexibility is a new trend because every client prefers to receive a personal approach rather than a mass-market proposal. To make the client`s purchasing experience personalized, it is a good idea to review a pricing model and make it more scalable. For instance, if you offer software services, you can add discounts on some of the products, eliminate minimum sign-ups, or create special packages for old customers or first-time clients.
Do not forget to regularly expand payment options available for your clients. The more you offer, the better, be it credit and debit cards, digital wallets, mobile payments, electronic bank transfers, cryptocurrencies, etc. It is also a great idea to be flexible in giving terms for payment, such as allowing clients to pay in installments.
Another way of attracting clients is building loyalty programs that lead to long-term partnerships. The most common structures of loyalty programs in media entertainment, according to Sapar Karyagdyyev, include points, spend, and partner programs.
Be Open for Contacts
A key to a successful B2B business is creating a proper communication strategy and establishing long-term relationships with partners. It is important to offer them as many ways to contact your company as possible and make sure that all these ways are simple and obvious. Mention the organization’s phone number or Skype at the top of the website, create a short “Contact us” form with a click-to-call button, be present at social networks, and make sure there is a responsible person who can answer all requests or assign them to a specialist.
Do not forget about buyer-focused FAQ that will be useful for a potential client to receive the most important information about the company and its products or services.
Think about all questions that a newcomer may have: what are the features of your product, how to use it correctly, what are the terms of payment and delivery, etc.
One more way to communicate with your potential clients quickly and easily is to add a live chat or a pop-up chat window to your website. Such service assures clients that you are eager to help them whenever they may need support.
Constantly Improve Customer Service
Brainstorm with your team on what you can do to be truly helpful, friendly, and approachable for your potential clients. Create a department of account managers that will treat every client with a personalized approach. Most clients become much more loyal to a brand if they have an opportunity to talk to a company’s representative about the products and to discuss their hesitations. The account manager can offer personalized orders and promotional offers. Discussing their business models with the account managers, the clients receive a clearer understanding of how your product or service can solve their problems and be beneficial for them.
According to Sapar Karyagdyyev, developing a reputation for being helpful, friendly, and approachable can help the owners of B2B companies in the media entertainment area to improve customer satisfaction, raise brand awareness, and win referrals. It is challenging to grow the e-commerce business but using these strategies, the businessman can better understand clients` needs. The more flexible and open the company becomes, the more long-term clients it gets. Improving customer service is a key to the success and prosperity of the company.
Writer in Focus newspaper.