Ecommerce provides B2B benefits

Published on
by Brafton Editorial
Ecommerce is a worthwhile option for B2B marketing, but it must be fueled by content marketing and SEO.

Think ecommerce is just for retailers and other B2C brands? Think again. The ability to buy and sell online is an attractive option because of how many professionals use the internet, resulting in the need for SEO and streamlined content marketing efforts so that business buyers can find sites.

According to a recent study by hybris, 80 percent of B2B procurers are more likely to buy from a supplier with an online option than one that has a print catalog. Although B2B suppliers are seeing success on the ‘net, there is still room for improvement. Ninety-four percent of procurers think suppliers should invest more in ecommerce experiences. Social media marketing strategies are important, too, with 49 percent of B2B buyers using social media daily.

Eighty-seven percent of B2B content marketers are distributing custom content on social media platforms, according to the report, but these campaigns need to be carefully tailored to reach procurers looking to buy.

Brafton reported that compelling content – leveraged across outreach channels – is essential to B2B sales, with 90 percent of purchasing decisions beginning with exposure to content marketing material. This indicates that creative, custom content should be a priority for writers, marketers and digital experts as they move their offerings online.

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