E-commerce experts BigCommerce are back to guide us in the world of B2B marketing strategies in relation to omnichannel sales platforms.
Recent years’ events, from the pandemic to the global economic crisis, have accelerated digital sales channels in the traditionally conservative B2B sector. Omnichannel sales platforms and tools for B2B are now widely accessible. However, key questions remain: How can B2B businesses maximise this multichannel strategy? Which tools maximise returns? How can digital marketing attract new B2B customers?
Selecting the right social channels
The new B2B customers are increasingly millennials or younger, accustomed to online purchases. Reaching these buyers through their preferred channels, primarily social networks, is crucial. B2B merchants need a presence not only on professional networks like LinkedIn or X (formerly Twitter), but also on more infotainment-focused platforms like YouTube, Instagram, Facebook, or TikTok.
Merchants should manage these channels by adapting their tone of voice and the type of content they publish: on LinkedIn, communication will be more corporate, focusing on brand positioning and reputation, while on TikTok or Instagram, short and catchy content will be prioritised to encourage social shopping.
In this sense, we could say that, compared to traditional PPC (Pay Per Click) advertising, social marketing is generally more effective as it allows for optimal narrowing down of the target audience while also having lower costs, although it requires the production of more specific content.
Maximising results with marketplaces
Marketplaces are another vital channel for visibility and lead acquisition. An increasing number of marketplaces now offer B2B services alongside B2C, such as Amazon Business or industry-specific platforms. B2B merchants should select marketplaces that fit their products and audience to avoid wasting resources. Syndication tools can help manage catalogues, price lists, and orders across multiple marketplaces, enhancing efficiency and results.
This will help maximise results while minimising management costs. Feedonomics is certainly a good way to quickly conduct market tests and then operate effectively across multiple channels.
Expanding your audience by going DTC
B2B companies whose products reach the end consumer should consider a direct-to-consumer (DTC) model, balancing traditional distribution channels and direct sales. This requires a modern, flexible, secure, and scalable e-commerce platform providing a consistent, seamless browsing and purchasing experience for both B2B and DTC processes.
Key takeaways: Fulfil B2B needs, deliver B2C-like experience
B2B omnichannel selling balances adapting to customers’ habits with addressing professional needs. Building a more B2C-like e-commerce strategy while meeting specific B2B requirements can enhance efficiency and satisfaction.
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