So, you’ve been in the B2B e-commerce industry for a while now and, things are a bit… slow. In other words, things could be better. What now?
Well, all hope’s not lost.
B2B selling involves a lot of effort with various decision makers and, you can’t just expect visitors to make a purchase as soon as they land on your site. You need to capture their attention and ensure they don’t just go back after the first page.
And that’s where lead generation comes in.
With lead generation, you can completely change the fate of your B2B e-commerce platform. Lead generation is at the heart of every business and strategizing your approach is bound to make things better for you.
Keeping everything in mind, here are four lead generation strategies for your e-commerce platform:
Search Engine Optimization
Perhaps the most crucial aspect of online marketing, SEO has secured its position in any business’s content marketing arsenal. For those who aren’t familiar with the term, SEO stands for Search Engine Optimization, a process which helps you rank higher in search results.
Think of it this way, how many times have you scrolled through the fourth or fifth page in your search results? Hardly, right? Ask yourself why.
The answer is that it’s widely believed the most reliable sources will end up on the first two pages and that’s all thanks to SEO. If your e-commerce platform isn’t listed on these first few pages, the chances of generating any leads are pretty slim. With organic search engine optimization, you never have to worry about not being ranked higher.
With SEO as part of your content marketing strategy, you’re bound to rank higher on search results. SEO itself is such an extensive topic it demands an article of its own for you to make the most of it. You can check out this article for a more detailed outlook on how you can use SEO for e-commerce.
Social Media Marketing
An effective marketing strategy is never complete without the incorporation of social media. Using a social media platform, such as Facebook or Instagram, pretty much seems a given, right? Well, you’d be surprised to know how many businesses fail to effectively use it to their advantage.
For instance, look at the picture below. MailChimp uses social media in a brilliant way to connect to small businesses by showcasing the brains behind the ventures. Apart from this, most of their posts are colorful and animated, adding a fun, cartoonish aspect to their business.
Social media offers businesses a chance to connect with their customers and have human interaction. In fact, it’s become an essential component of customer service today. Now, there are more than 70 million small businesses using Facebook Pages as a means to connect with their customers. Not just that, but 71% of online customers are likely to recommend a company if they have a positive experience.
As to how you can go about this, generate followers by including a link to your different social media profiles every time someone makes a purchase. Once you build a following, you can share new products, discounts, promotions, and all kinds of engaging content. For a top-notch strategy, you can even employ the use of social media marketing tools.
Have you ever emailed a company and received a reply within seconds? Do you find yourself completely astounded by the speed? Well, sorry to break it to you, but that was an automated reply.
Marketing automation software automates the many tasks part of digital marketing. For instance, it allows you to send out large volumes of emails, thus, helping you expand your reach. You can also gain valuable insight to your leads’ activities, such as the emails they open and respond to, their web activity, etc., giving you the opportunity to personalize your marketing strategy from lead to lead.
With marketing automation, you can filter the data and use it to deliver the most suitable content, at the most suitable time, to generate high-quality leads.
Email marketing automation, in particular, is actually quite useful and all you need to do is integrate your desired tool and send out valuable content. If you’re confused about which one to go for, luckily, there are a multitude of email marketing services for you to choose from.
Pay-Per-Click Advertising (PPC)
So, this one’s pretty self-explanatory, isn’t it? Well, simply put, you pay Google to rank your pages on top of search results when someone searches for a particular keyword or keyword phrase. When you have your PPC criteria sorted out and activated, you’ll only be charged the fee when someone actually clicks on your page.
Suppose you run a B2B e-commerce site that sells office furniture. When someone searches “office furniture” or “office desks,” PPC will bring your page to the top of the search results. You can even pay extra to have your site appear for various keywords or phrases. Imagine the leads you’d get then!
Like any other market in the world, PPC pricing works with the forces of supply and demand, which means that the popular keywords are the priciest to acquire. On the other hand, if your niche is relatively new and you have limited competitors, you can easily run a brilliant PPC advertising campaign with a few cents.
The strategies listed here will definitely help your B2B e-commerce business generate some leads. However, like everything else, they need some time to kick in. You won’t exactly see results within a day; you need to give yourself a little time. In a matter of time, though, effective implementation of lead generation strategies is bound to push you to the top!
Have you ever tried any of these strategies and had success with them? How about a different strategy altogether? Share your experience in the comments below!