The Top 50 Office Supply Companies are now ranked and available for your viewing. This Rating Report goes through the Top 50 Companies in the Office Supply Industry to show how they are utilizing their eCommerce platform and strategy.
Research was conducted on 21 separate criteria and ranked on a scale from 1-5 for each. These rankings were calculated to show which companies are at the top of their industry, and how others can improve their current standing.
In an industry that benefits greatly from large B2B transactions, Apruve conducted this report to show how companies in the Office Supply Industry can utilize features that can gain new and long lasting customers and partners.
South Florida-Based Internet Marketing Company Teams Up with B2B Credit Management Company
Fort Lauderdale, Florida, January 5, 2017 (Newswire.com) – Rand Internet Marketing, a professional website design, web development, and internet marketing company based out of South Florida, has partnered up with Apruve to bring its leading B2B e-Commerce Credit Solution to Rand Marketing’s roster of clientele.
Rand Internet Marketing is known throughout South Florida and on a national level as one of the leading providers of enhanced services and solutions for its wide client base. The company offers a variety of internet marketing services such as search engine optimization (SEO), pay-per-click (PPC), responsive website design and development on a selection of e-Commerce platforms, logo and graphic design, social media setup and marketing, online banner advertising, online content marketing, among many more.
Apruve is a B2B credit management platform streamlining the process of extending credit to businesses. Buyers can be approved for a credit limit in just 60 seconds and manage their purchases through an online portal. Sellers are paid within 24 hours of a purchase where they no longer worry about collecting payments, sending invoices or tracking down default payments. Extending credit is now frictionless, quick and risk-free.
To read the full press release, you can find it here.
Dave Onnen Appointed as Apruve’s Chief Technology Officer
MINNEAPOLIS, MN (PRWEB) DECEMBER 15, 2016
Apruve recently appointed Dave Onnen as their new Chief Technology Officer (CTO). Dave will apply his wealth of technology and business knowledge to Apruve as the company looks to gain even more momentum with its B2B credit management platform.
Dave brings to the table a proven track record of growth. With over 20 years of experience in development and design within both startup and corporate environments, he is well versed in growing products, teams and companies within a number of technology areas.
His industry experience in cloud applications, financial institutions, and leading technology companies throughout the US makes him the perfect leader to continue Apruve’s rapid growth within the B2B Financial arena.
“In the short time that Dave has been on our team, we immediately witnessed his drive and ability to lead,” stated CEO, Michael Noble. “There is no doubt that his creativity, attention to detail and customer service will continue to move our company forward. We feel lucky to have him on board.”
Since June of 2016, Apruve has over doubled their employee count and continues on a steady pace for employment and revenue growth. To learn more about their current openings and news, visit http://www.apruve.com.
Apruve, a Minneapolis Fintech company, is revolutionizing the way businesses buy from each other. The cloud-based platform automates the burdensome and tedious tasks that coincide with offering net terms – freeing up cash needed to help businesses grow. Offering a revolving line of credit is now as easy and risk free as accepting a credit card. To learn more about how Apruve can grow your business, visit http://www.apruve.com.
We are thrilled to announce our newest partnership with Minneapolis-based, OrderCloud.io, a B2B eCommerce platform.
The ability to easily integrate Apruve and OrderCloud.io allows our customer base of primarily manufacturers and distributors, managing complex buying scenarios, a way to take care of the financing and extension of credit to all of their buyers, while worrying less about accounts receivable, cashflow, and credit risk.
“OrderCloud.io represents unparalleled flexibility,” stated Apruve CEO, Michael Noble. “With its developer friendly software, everything is configurable to an individual seller’s specific eCommerce needs. Connecting Apruve with OrderCloud.io opens up new areas of efficiency for sellers. We give them the ability to automate and manage credit programs for their customers.”
“Apruve’s approach to credit management allows users of the OrderCloud.io platform to extend credit terms in a modern and efficient way. The service Apruve offers is a natural fit for our platform” says Rich Landa, Executive Vice President and co-founder at Four51 which is the company that powers OrderCloud.io.
Writing a credit policy is different for every business. There are questions to be asked and considerations to be made to create a policy that protects the interests of the business and its customers.
In this post, we will discuss the key factors you need to look at when writing your credit policy. But first, let’s take a closer look at credit policies and what exactly they are used for in business.
What is a Credit Policy?
In simple terms, a credit policy is a set of guidelines that govern payment terms, particularly for B2B transactions. In most retail establishments, you rarely need a credit policy because immediate payments through cash or credit card are typically required.
Credit policies are essential risk management tools for businesses that deliver goods or services first before requesting for payments.
To start, a credit policy must clearly define four things:
The criteria for customer qualification
The TOC(Terms and Conditions) for delivering products or services on credit
The process of collecting payments
The necessary action(s) after customer delinquency
Looking at the list above, writing a credit policy may not be that complicated after all. However, a credit policy must be in tune with several factors such as the size of the business, its specific industry, and particular cash flow. You should also look at the current mood of the economy (global or regional – depending on the nature of your business).
Take note that making it easy to buy on credit may drive up sales, but it also increases risk. More active accounts mean more chances of nonpayment.
On the flip side, strict customer qualification or aggressive billing procedures may put off potential customers. But it does attract prospects who are serious about successfully transacting with your company. That said, you need to dig deep and conduct a thorough analysis to make sure your credit policy doesn’t undermine the profitability of your enterprise.
Writing an Effective Credit Policy
Obviously, there is no particular set of steps that can help you create a policy that’s tailored to your business. An expertly-written credit policy takes a lot of patience and time understanding your objectives, detailing out your billing procedures, and so on.
There are, however, general rules that can help you write an effective credit policy:
Focus on setting your credit limit(s). It must be made clear in exact dollar figures (or whatever currency you use) for each policy you wish to create.
Pay attention to your invoice structure. You can use an enterprise invoicing application to help with numbering, customer identification, and so on.
Provide clear steps for customers who may fail to pay. To increase the confidence of prospects, you should outline options should they find themselves unable to pay on time.
Establish a notification system. As the business requesting the payment, it is your duty to provide customers with quick reminders – especially if they’re already past due. You can use an automated system to save time and make collections easier.
Require deposits. If needed, you can request partial payments as a qualification requirement. This is a great strategy if you want to reduce risk further.
Don’t forget legal papers. A credit policy must be legally-binding. By acquiring and fulfilling the right legal forms, your business should be able to charge customers directly via credit or debit cards.
Consider write-offs for small charges. For some companies, it is entirely reasonable to write-off costs below $10.00 as bad debt. Just remember to provide step-by-step instructions for your employees to help them with these transactions.
Consider a third-party collection agency.
Under the right circumstances, a credit policy will preserve the sustainability and growth of your company; it is not something you want to botch up. Pay close attention to every single detail and remember that problem with credit management can be very costly.
But prematurely launching an ecommerce site is not always a good idea, and can even spell trouble for your business. Word goes around fast online, and if you screw things up, consequences will come immediate and hard.
There are valid reasons not to launch an ecommerce site just yet, and below is a list of seven:
Poor user interface design
Usability and ease of navigation are necessary for your site to make a good first impression. Poor loading speed negatively affects revenue, whereas an enhanced user interface drives up conversions, as evidenced by these case studies.
If you want to keep your target B2B buyers glued to your site and going from just browsing to purchasing, ensure that your ecommerce site is user-friendly, loads fast, has the right balance of functionality and aesthetics, and doesn’t make it difficult for your customers to buy.
Wrong ecommerce vendor
It’s not just some technology you plug in and play. As with a potential mate, choose the wrong ecommerce vendor and you’re bound to suffer.
If you opt for a cheap ecommerce platform with basic features, the odds are you’ll have to find another vendor as your business scales and your ecommerce needs become more complex. Opt for a multifaceted one when the need for it is yet to be established, and you’re likely to lose some hard-earned dollars.
Some key things to keep in mind when choosing an ecommerce vendor to partner with:
How long does it take to set up your store?
How much does the platform cost?
Is it easy to use?
What security features does it carry?
Is it customizable?
Is there an option to add features in the future?
How well does it work on mobile?
Does the vendor have a solid track record?
What support options do they offer?
No clear search engine optimization (SEO) plan
The search engines, to this day, are still widely used when it comes to finding information online. Approximately 6.5 billion searches are made each day across the world, with Google taking the lion’s share at 67.78% of all queries as of March 2016.
A search engine optimization initiative, therefore, is paramount for your ecommerce site to be highly searchable. When asked how to do exactly that, can you recall, off the top of your head, what the plan is? If not, can you point to someone on your team who can?
No dedicated content manager
Just like in regular brick-and-mortar stores, more foot traffic means more potential sales. If you have a site and an SEO plan but not enough content, don’t launch your ecommerce site just yet. Your SEO won’t run on technicalities alone. You need high-quality content, and for that, you need people to create those for you, as often and as reliably as possible.
According to HubSpot, more blog posts generate more traffic. In fact, a study they conducted concluded that:
“Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 – 4 monthly posts.”
No dedicated customer service personnel
In the same spirit that you need someone to craft high-quality content to serve good SEO and user experience on your website, you also need someone to assist your B2B clients. According to several statistics pooled by data company InsightSquared, 66% of customers switch to competitors because of poor service, while a whopping 82% felt their original provider could have prevented them from switching.
So before launching your ecommerce site, make sure you have customer service personnel at the ready, dedicated to taking care of client relationships for you.
No robust security measures
In 2013, PCWorld quoted damning statistics from the National Cyber Security Alliance:
20% of small businesses are likely to get hacked.
Of those 20%, 60% close up shop within six months after a cyber attack.
If site security is not something your budget can afford, better delay your launch plans. Security is neither optional nor a joke when you’re processing payments from B2B customers. And you certainly don’t want the backlash that will ensue in the event you fall victim to an attack.
While security is a feature most trustworthy ecommerce vendors are willing to provide, when it comes to your customers’ sensitive data, you can never be too secure.
Limited payment options
An increasing number of B2B buyers prefer and even expect an omnichannel experience when making purchases. We’re talking about customers who order online and pick up their purchases in-store the following day. Or customers browsing products using their smartphone, and then making credit card payments later via their desktop. In short, customers want a seamless shopping experience regardless of the device or purchasing method (i.e., in-store, online, or over the phone) they employ.
This is true for payment options, too. They want flexibility when buying from you. The more payment methods you offer them, the better for your business. Differentiate yourself by allowing your buyers to use a variety of online payment systems, from credit cards to PayPal, from Google Wallet to maybe even Bitcoin.
Another way to make your business stand out would be to extend credit to your B2B clients. At first glance, it may seem like a risky thing to do, but instead of financing this payment scheme yourself, you can look to partner with online payment companies such as Apruve, for example.
You don’t march into battle unprepared, and you don’t simply launch an ecommerce site just because you feel like it. So your B2B ecommerce site doesn’t fail before it even takes off, remember to launch only when you’re ready.
This post comes from a guest blogger, Beka Rice from sellwithwp.com. You can find the original post here.
WooCommerce works out of the box for direct-to-consumer sales, but business-to-business sales require extensions or additional plugins. Creating a WooCommerce wholesale system also requires additional setup, as wholesale customers, pricing, and payment or shipping methods need to be created.
Fortunately, there are several plugins that can help you create your WooCommerce wholesale shop, and can create a store that sells wholesale products exclusively, or sells to both regular and wholesale customers. The plugin costs to create this system can range from $129 to $256 (plus annual renewals at 50% off), but this setup can also be customized with the help of a developer.
Creating WooCommerce Wholesale Customers
When anyone purchases an item in your shop and creates an account, they’re identified with the “Customer” role in WordPress. This ensures that they have only the capabilities on your site that customers should have (such as the ability to update account information in the “My Account” area on your site’s frontend), but don’t have further capabilities on your site (like adding blog posts).
There are two main ways you can create WooCommerce wholesale customers: create a wholesaler role, or create a wholesaler group. Each can be done with a free plugin.
Creating a new wholesaler role is fairly simple, I’d recommend this approach for most WooCommerce wholesale systems, as user roles are easy to work with and customize or extend, as there are several core WordPress hooks and functions you can leverage around user roles.
More WooCommerce extensions also support user roles versus groups, so you gain the ability to use plugins like Catalog Visibility Options with this approach.
To create a wholesale role, you can use the free User Role Editor plugin. Go to Users > User Role Editor and click “Add Role”. This will let you select an existing role to clone, so I’ll give wholesale customers all of the same abilities as regular customers by cloning the “Customer” role.
Create a Wholesale Role
Creating a wholesale group is easy as well, but I don’t recommend using this unless you have a specific reason to avoid using roles. Groups are basically a secondary way of categorizing users, but you won’t get the built-in WordPress structure that you do around roles, which makes it harder to develop custom code around user groups. There are also a couple of WooCommerce extensions that will integrate with roles, but not groups.
A group may be a better fit if your wholesale customers have a specific role on your site due to a subscription or membership (as they most likely have the “Subscriber” role), so you won’t want to change this. Roles are also used to give access to various parts of your site, so if you have a guest writer contributing to your blog, you probably have them set as an “Author” or “Editor” role, and thus couldn’t also assign a “Wholesale” role.
In this case, user groups can be useful, and can be created using the free Groups plugin. You can create a group by installing the plugin, then going to the “Groups” menu and clicking “Add New Group”. You don’t need to assign any additional capabilities to this group, as we’ll only be using it as user categorization.
Create a Wholesale Group
If you’d like to learn more about how I manage wholesale customer creation, applications, and approval, take a look at this more in-depth article.
Create WooCommerce Wholesale Pricing
Wholesale pricing systems can be created in WooCommerce using the Dynamic Pricing extension ($129), which will work with either wholesale roles or groups.
WooCommerce Dynamic Pricing will allow you to choose how your wholesale pricing roles should be configured. You can create global discounts for wholesalers based on your group or role by going to WooCommerce > Dynamic Pricing. You can turn on price or percentage-based discounts for your role or group here.
WooCommerce Group Percentage discount
These global discounts will override any other rules you’ve set (for example, a product-specific rule), so you should ensure that you’d like this to apply to all products if set.
You can also create advanced category rules for wholesale products. These will let you choose how to apply discounts based on product category, and can be applied based on the line item quantity, or the total quantity of products in the category.
You can select which category must be purchased, which group or role this pricing applies to, and then which category should be discounted. You can also set minimum and maximum purchase quantities for this pricing to take effect, which is a requirement for many wholesale systems.
You can set several quantity rules to tier out discounts, i.e., quantities of 20-30 provide a 10% discount, while quantities over 30 provide a 15% discount.
Advanced Wholesale discounts
When these rules are met, the wholesale customer will see a discount reflected in the cart and at checkout:
Wholesale pricing applied
Order total discounts can be created as well, which are similar to category discounts. Instead of meeting an item quantity or category quantity, an order total or total spend for a category must be met instead to trigger a discount.
The final method that can be used to change WooCommerce wholesale pricing is per-product pricing. This gives you more granular control over your wholesale pricing, as you set product-specific rules.
When editing a product, you can provide discounts based on product quantity, variation quantity, line item quantity (all variations of a product), or category quantity. You can also create quantity tiers for discount amounts as well.
Product Wholesale pricing
The thing I like about product-specific rules is that you can set a fixed price for the product for wholesale customers rather than creating a discount. This can let you create a system where regular customers pay $30 for a product, but wholesale customers pay $18, but only if a minimum quantity is purchased.
Wholesale Fixed Price
WooCommerce Wholesale Product Catalogs
If you sell products to both regular customers and wholesale customers, you can probably stop your setup with Dynamic Pricing. However, many shops have products that are wholesale-only, and should be hidden from everyone but wholesale customers.
If this is the case, you’ll need another plugin to change your product visibility: Catalog Visibility Options ($49). Note that this plugin will work with user roles, but not with groups.
We covered this plugin more in-depth when we wrote about creating a customers-only store, but the setup for creating wholesale-only products is very similar. When this plugin is installed, you’ll be able to adjust visibility options for your products to determine which roles can see them.
You can do this on a per-category basis by viewing the product category and editing the visibility options:
Wholesale visibility: Category
You can also adjust visibility on a per-product basis with more granular control. You can select which roles are able to view products, which can view price, and which can purchase products, which lets you limit some products to your wholesale customers. Your regular customers will never see products that are wholesale-only.
Wholesale visibility: Product
WooCommerce Wholesale Systems: Other Useful Extensions
There are several other useful extensions, but there are a couple that are particularly relevant for WooCommerce wholesale stores.
If you’d like to offer different payment or shipping methods to wholesale customers (for example, the ability to be invoiced for an order), you can do so using the Role-based methods extension ($49). This plugin integrates with both roles and groups to limit your shipping and payment methods to particular customers.
For example, you can choose to provide invoices to wholesale customers only, while also disallowing free shipping for wholesale purchases. We have an in-depth article on using Role Based Methods here.
While Dynamic Pricing allows you to set minimum quantities required for wholesale discounts or pricing, you may also want to completely limit the checkout to minimum purchase quantities. In this case, the Min/Max Quantities extension ($29) should be helpful. This lets you create minimum and maximum quantities allowed during the checkout process, so orders that contain a quantity lower than the minimum cannot be placed.
Min/Max Quantities can also restrict checkout based on the order total instead of item quantities, and you can opt to omit certain products from these rules.
Summary: Creating a WooCommerce Wholesale System
Creating a basic WooCommerce wholesale system is fairly simple and requires the help of a couple of plugins.
Extending credit to B2B customers is a double-edged sword. On the one hand, you attract more customers. On another, you enter “possible missed payments” territory, which can spell trouble for your cash flow in the long run. Running out of much-needed cash to fund your day-to-day operations isn’t a scenario to smile about.
But business, as they say, is about taking risks. Extending credit to customers is a risk far too many businesses are willing to take, regardless of their size and industry.
Here are the top six reasons why:
1. Attract a wider customer base
Businesses allow credit purchases to draw more customers to their products or services. It’s a no-brainer. People love to buy but hate parting with their money. If they can buy now and pay later, most will.
2. Avoid unnecessary fees
The average consumer who uses credit cards for purchases can avoid credit card fees if they don’t carry a balance. But merchants, unfortunately, aren’t afforded the same luxury.
Each transaction entails an extra 2% to 5% of the purchase amount, which is why “many businesses avoid accepting credit cards when selling B2B,” says BluePay in a blog post. It’s the same reason why “credit card use represents less than 10% of all B2B transactions.”
A PYMENTS.com article echoes the same sentiment. Credit card use is “an easy way to extend time to payment, and transaction processing cost to the purchaser is low. In addition, companies can often accrue rebates and rewards. But for B2B sellers, the cost of accepting credit cards far outweighs the benefits.”
So what can a B2B eCommerce business that’s had enough of these credit card fees do?
Allow credit. B2B customers prefer to buy with credit because it lets them make money off their purchases before paying. Depending on the net terms you’re willing to offer, say, 30 days, customers’ time to payment is extended, and you avoid the dreaded fees.
3. Nurture trust and good customer relations
It takes a certain level of trust to extend credit to a customer. Trust equals goodwill, and goodwill equals a happy camper. The next time the same customer makes a purchase, odds are they’ll buy from you because a relationship is already in place.
Repeat the process where it makes sense for your business, and before you know it, you’ve built a loyal following.
4. Increase sales
When customers aren’t required to pay on the spot, you encourage large purchases and add-on sales. Reasonable B2B payment terms also focus your customers’ attention on your products and services, instead of the price.
5. Boost your reputation
Savvy businesses don’t extend credit just like that. In fact, not every business can afford to extend terms to their customers. It’s a risky proposition, and the decision to allow them to purchase with credit often stems from careful planning and investigation.
This being the case, the fact that you allow credit boosts your reputation, with people perceiving your business to be financially stable.
People will start talking about you. Especially if your products and services are top-notch, word of mouth is powerful marketing.
6. Gain competitive advantage
Even in industries where extending credit is considered standard practice, such as in construction, organizations with “absolutely no credit” policies exist. If they’re your competitors, you’re in luck.
Between a merchant who maintains a cash-only policy and another who leverages credit extension as a value proposition, customers will do business with companies that offer flexible and convenient payment terms.
It’s a dog-eat-dog world out there, and competition in business can only grow stiffer. Allow credit to generate more revenues, but take heed: Don’t take it lightly. While it can push your business to new heights, without due diligence, extending credit to every customer that comes your way can also run you out of business.
Businesses of all sizes, across all industries, often struggle with growing their business while waiting for payment on products and/or services they have delivered. Payment terms of 30, 60 days or more are convenient for buyers, but delays the benefit of the payment to the seller. Some transactions can be processed by credit cards, though most high-value transactions end up in the accounts receivable column of a company’s balance sheet.
Buyers immediately benefit from what they buy, whether it is a capital equipment purchase or professional services. The seller needs to wait to pay their staff, pay their taxes or make other strategic investments with the funds from the transaction. Waiting for checks to arrive, electronic funds transfers to arrive in the bank or other payments to be made is like watching a pot boil. It takes a long time, and a lot can go wrong when you are waiting. Consider what might happen if your business was not able to make payroll, remit on taxes or pay your office lease on time because of a delayed customer payment.
Accounts Receivable Collections Done Right
In some industries like logistics and transportation, companies will expedite payment of their invoices by contracting a freight bill factoring service provider. Credit management software is a more affordable and fiscally responsible arrangement.
Completing offline credit checks, extending terms which facilitate large sales and waiting for payment is a traditional, but inefficient way of doing business. B2B credit management software is not just for large companies; small businesses are often the most vulnerable when accounts receivables are not paid on time. If a company is looking to get acquired or expand through investment itself, banks and investigators do not like to see patterns of slow receivables collection.
Secure online transactions provide convenience and ease of ordering for the buyer. Popular e-commerce engines like Shopify, IBM WebSphere and SparkPay provide powerful API’s for integration with accounting systems and credit management software. Ensuring a buyer is credit worthy before shipping product greatly reduces the risk of non-payment. B2B sales portals require significant investment to build and maintain, so expediting payments from your website should be a priority.
Ease of doing business and effective credit management are often primary considerations for companies shopping for a new vendor. The buyer can get the product and value they are looking for faster. The seller’s assurance of quick on-boarding time can be a strategic differentiator. Not extending credit to customers, or taking a long time to do so can cause you to lose business to those that do. Since your core business focus is likely not pursuing delinquent accounts, the expense of paying a collection agency can erode your profitability on the revenues you manage to recover.
Instead of missing out on recognizing a critical transaction for the fiscal year or quarter, ensuring a customer is credit-worthy before closing out the transaction tends to make auditors happy. If you have worked with auditors, you will know making them happy can be a difficult task.
Accelerating Days Receivable Turnover
The cost of contracting for cloud-based credit management software are far outweighed by the benefits of getting paid faster. Consider the peace of mind of not needing to worry about whether you can meet your own obligations while you are waiting for customer payments. Fast client credit approval will translate into customer loyalty. Your sales and service personnel can spend more time building high-value customer relationships instead of chasing bill payments.
Ensure the stability and growth of your business by ensuring online and offline transactions are secure, and leverage the increased cash flow to meet your obligations. If you can realize savings from early invoice payments, consider Apruve to be a way of offering your clients the same courtesy.
Call it a win-win.
To learn more about how Apruve credit management software can help your company to reduce the risk of extending credit for B2B transactions and accelerate payment, check out our data sheets page, or arrange a phone call with an Apruve solution expert.
B2C and B2B eCommerce portals have their fair share of differences.
In a B2C eCommerce website, you cater to anonymous users who may or may not be familiar with your brand. On the other hand, a B2B website often requires users to be logged in and identified before they can place orders. In other words, B2B selling cannot exist without relationship building.
By acquiring the right information about the user, B2B enterprises can tailor the entire shopping experience with elements like scalable pricing and special promotions.
In that respect, you can say that B2B eCommerce may have more efficient lead generation and nurturing processes. However, there are still B2C strategies that can be applied for B2B businesses:
Leads Aren’t Everything – Also Focus on Your Brand
A B2C marketer’s job is to supply prospects with all the information necessary to build their confidence enough to make a purchase. Additionally, B2C marketers focus on actively developing a well-known brand that people can trust and relate to. They don’t wait for a signup before they self-promote.
As a B2B marketer, you should never forget branding tactics like social media marketing, event sponsorships, display advertising, and influencer marketing. These strategies help put your brand out there and initiate the relationship building process before users even arrive at your site.
You can never make too much noise on the internet. Make sure you have a solid B2B branding strategy in place to build the confidence of your prospective buyers.
Emotional Engagement Still Works
The case of B2B vs. B2C is often associated with the comparison between an emotional and a rational buyer. By addressing the needs of customers and providing relatable content, B2C marketers are known to specialize in emotional engagement.
On the other hand, B2B customers go to a website with a specific problem in mind. Some may be frustrated or angry, but most of them are willing to spend money for a solution. B2C marketers take advantage of this with strategies like storytelling and leveraging user-generated content.
Strategies that focus on emotional engagement may also work in B2B eCommerce. Since B2B marketers often deal with several decision-makers who calculate, you need a slightly different approach.
A good strategy is to launch an employee advocacy campaign and have them relate to your company culture.
Sales – The Simpler, The Better
Regardless if you’re running a B2B or B2C enterprise, your eCommerce site should be geared towards helping the audience make an easy purchasing decision. But due to the shorter sales cycle and lower price points, the selling process can be so much simpler in a B2C setup – resulting in a higher volume of sales.
Of course, there is no way for B2B companies to utilize the B2C infrastructure in optimizing the selling process. Take note that B2B eCommerce solutions can accommodate flexible payment terms, order minimums, and functions that focus on existing customers.
Instead of relying on a regular B2C shopping cart and payment system, you need a B2B-specific solution that can adequately match your B2B needs. You can also leverage credit management platforms that can make the process easier for both buyers and sellers.
Make Time for Traditional Advertising
A lot of B2B marketers focus on the digital storefront and forget to make time for traditional advertising practices. Granted, most B2C companies have brick and mortar establishments, which is why they are more likely to leverage “offline” marketing tactics. However, for the right B2B marketers, traditional advertising strategies such as direct mail, print ads, and TV commercials can still work.
Sending physical mail, for example, can be more effective than email marketing. Due to the shift towards digital marketing, B2B companies have less physical mail in their inbox.
By being one of the few who stick to the old practices, you have a much higher chance of getting noticed.
B2B and B2C may be different, but some strategies can be useful for both. To help your B2B business grow, you must be willing to explore new strategies even if they are coming from the B2C environment.