Increasing Potential Prospects with a Manufacturing eCommerce Solution

Search Engine Optimization

Your manufacturing eCommerce platforms should be optimized for search engines so potential prospects can easily find you online. Here is what you can do:

• Build a mobile-friendly site
• Use the right keywords to reach your target audience
• Optimize meta descriptions and page titles for every landing page
• Use unique content for category, subcategory, and pages to avoid search engines from penalizing your site for plagiarized content
• Use structured data to make it easier for search engines to interpret content

Easy Ordering / Reordering

The main purpose of your manufacturing eCommerce site is to improve conversion. Therefore, it should have a seamless and easy ordering and reordering facility for your buyers. Here is what you can do to ensure a user-friendly process to improve customer lifetime value and the conversion rate:

• The ordering process should include product configuration, payment processing, recurring shipment, quoting, and reordering capabilities
• Configure pricing and product display according to your client’s business rules. The buyers from that business should only be able to select pre-approved products and order products within the specified spending limit
• Provide a personalized experience by capturing previous interactions with the client both on the eCommerce platform and outside of it (via live chat or phone). Make sure this information is reflected in the pricing, product configuration, shipment preferences etc

Omnichannel Strategies

Manufacturers that focus on customer experience regardless of the channel or venue are experiencing the fastest growth. Having a presence on multiple channels is not optional anymore. Customers demand it these days.

For a successful and effective omnichannel strategy, it is important to have a strong backend system that collates and records as much client and prospect data as possible. It allows you to deliver an increased level of personalization, and thereby a consistent user experience.

Data-Driven Innovation

When you evaluate your platform’s traffic and understand how customers and prospects interact with it, you will be able to collect tons of useful data that can help fine-tune your platform’s customer experience, in turn improving conversion.

By leveraging first-party and third-party data, and real-time updates on customer demands and product availability, you can allot your resources and budget more effectively. You will also be able to provide customized user experiences and better merchandising.

Content Marketing and Inbound Marketing

Inbound marketing is the approach preferred by most B2B companies. Thoughtfully designed inbound marketing strategies, supported by well-designed content marketing tactics, will attract more potential prospects to your business.

Inbound marketing, in particular, improves lead generation by attracting prospects to your platform and giving them knowledge regarding your products. Here are some ways you can make content marketing and inbound marketing work for your manufacturing eCommerce solution:

• Create targeted content by keeping buyer personas in mind
• Try to understand the way your potential prospects might think throughout their purchasing journey
• Plan a content creation strategy according to your buyer personas. Address any concerns or questions they might have at every stage of the customer journey
• Look for the best places to promote and distribute your content
• Offer additional valuable and relevant content to nurture leads
• Use retargeting and segmentation to make sure your content matches your audience
• Use rich, unique content even at a product level, for example, product demos, to provide engaging customer experience and capture the attention of prospects during the decision-making stage
• Ensure seamless communication and collaboration between your inbound marketing and sales teams

Localization For International Market

Manufacturers can reach an international clientele with B2B eCommerce. It opens up countless opportunities in global markets. To take advantage of this fully, you need a centralized manufacturing eCommerce platform with site localization. It will ensure a relevant and seamless experience for any international prospects.

• Display relevant pricing, delivery, and shipping information depending on the market or geography segments
• Consider the primary language of the country, culture, and dialects when making content
• Localize the customer experience- including the payment system, online marketing campaigns, and customer support
• Leverage the appropriate communication and marketing channels in the locality to drive traffic to your platform
• Adhere to any eCommerce related local regulations and laws
• Consider localized mobile applications – nowadays, smartphones are a primary source of connecting to the Internet for a majority of the people