Social Media for B2B ecommerce

Advansys

It is no secret that Social Media has become the latest customer mining tactic of businesses over the last year. Businesses are using the social networks as platforms for a variety of marketing activities. Social Media is the perfect platform for announcing new business developments, products and services. Social Media also forms the perfect vantage point from which to keep track of customer feedback and to respond in kind to help generate solid customer loyalties and use this loyalty to push brand awareness and specific marketing actions virally, promoting word of mouth advertising on a global scale within online communities.

eCommerce websites can use these efforts directly to convert this marketing into sales and are best placed to take advantage of the opportunities that Social Media present, to date though this customer loyalty focussed tactical plan has mainly been utilised by B2C companies, especially by those with a niche or counter-culture appeal.

Results from an August 2009 survey by Mzinga and Babson Executive Education show that from a wide cross section of companies that took part, nearly 90% make some use of Social Media with over half using these networks for marketing purposes. From these figures we can see that the vast majority of businesses have some presence on Social Media Networks meaning that this is the perfect hunting ground for any B2B company wishing to promote products and increase sales, especially those with ecommerce platforms ready to take advantage of drive-by sales.

Tactically B2B sales and marketing usually differs from B2C but in Social Media the differences in tactics are unexpectedly subtle; there is still the same need to promote and to encourage feedback and interaction, but one must be aware that the customers have more authority. A bad review from a customer of a B2C company may be shouted down by other customers, and if not an action to rectify the situation, or to compensate (money back or a free product) is usually gratefully received. Business customers are rarely so forgiving even when they feel part of a community so rather than placatory actions, or at least in conjunction with such actions it is necessary to present a reasoned and reasonable accounting for the actions of your company so that other members of your burgeoning business community can see that your actions are those of a responsible company. In this instance respect, rather than loyalty is the goal and that respect will make your company the preferred recipient of the B2B sales in your field when compared to a company that does not present a respectable front and an efficient Ecommerce platform.

Efficiency of your Ecommerce Solution is paramount to B2B sales as business customers have less time to evaluate minor purchases. Because of this the tactical use of Social Media to educate your customers allows you to streamline the buying process of the online store, education about products happens offsite so that the site can be designed with the assumption that the customer knows what they are doing and will be able to navigate effectively through product selection and purchase without the need for the loading of a myriad images or sales blurb.

Advansys are a company that understands this requirement of B2B ecommerce as well as being experienced in assisting companies with gaining presence on Social Media Networks. They are well worth contacting with regard to new Ecommerce Solutions and supporting bespoke web development.