Getting back to the B2C trends discussed earlier, one can argue that what B2B ecommerce companies still seem to be missing is precisely what makes the B2C market so creative, attractive, and diverse – the user-contributed content and social engagement, the first major trend currently driving B2C. Enterprises should give their customers tools to research products and services, such as recommendations, ratings, and reviews from other customers. It goes without saying that detailed information on products and services, visual imagery, videos, and downloadables are an absolute must to support customer research.
During all stages of a B2B buyer’s journey – from awareness to purchase to brand advocacy – companies need to develop a socially driven shopping experience and promote sharing across social media. Word of mouth will ultimately drive buyers back to your landing or products’ pages to make another sale.
However, before entering the world of B2B social commerce, it’s imperative to develop a comprehensive strategy that outlines your objectives, creates marketing and promotional campaigns, develops a content plan, and thinks of ways to integrate social commerce into a multichannel strategy.
When outlining your objectives, you need to establish definitive goals of social commerce endeavors: is it converting your existing customers into brand advocates or acquiring new customers? Delineating goals will help you develop your strategy accordingly and determine the key performance metrics to measure your progress. We’re not talking about ‘likes” or “fans” or any other similar fluff often associated with social media, but instead – about clear-cut measurable outcomes of your social campaigns, such as conversion rates, for example.
When thinking of a promotional strategy, consider implementing an effective referral marketing campaign. Offer powerful incentives, new deals, and other exciting offers for anyone who refers your business. Now, it doesn’t only concern mobile commerce. It just so happens that people tend to spend more time on social networks while they use their mobile devices. So by investing in social media, you’re killing two birds with one stone and ensure the mobile social engagement works in your favor.
The content plan should take into account all types of media, blog posts, videos, and images. You’d wonder how on earth you’d incorporate live-streaming for B2B customers and if you indeed need to do that. We suggest you’d test different strategies and approaches and survey your customers as to what they might or might not expect from you. It certainly would not hurt trying. Suppose, you have just rolled out a new feature or have an unprecedented influx of new customers, you might use this opportunity to live-stream a training session or onboarding conference and hold a webinar or Q&A session. You may even consider asking a business celebrity to participate in a meaningful discussion on pressing and challenging topics to attract existing and potential customers to attend. To encourage people to stay till the end of the live session, think of incentives like discounts and prizes. The possibilities are indeed endless and are only limited by the expanse of your imagination.
It is obvious that every blog post you write, either within your app on mobile devices or on the desktop, needs to have social media sharing buttons so your content will promote itself when customers decide to share it.
Leverage the power of social media as a customer service tool. Encourage your customers to ask questions or leave feedback, and address each customer concern either publicly or privately. Social interaction with your customers not only increases customer satisfaction and ensures every single customer feels valued and appreciated but also humanizes your brand.