If you have invested in a digital B2B business, you are of course keen on getting as much ROI on your investment as possible. However, sometimes it can be difficult to visualize the next step in further developing your business, and how to take advantage of all the benefits that a digital trading platform is able to provide. To help you along the way, here are three concrete tips to maximize your digital B2B business.
1. Integrate your digital platform with other systems
Your e-commerce must not be a solitary island within your business; instead, it must be integrated with other parts. For most companies, the connection to an ERP is a given necessity in order to receive updated prices and products. A PIM system is then preferably connected to keep the product information constantly updated.
What many miss are the advantages of also connecting, for example, CRM, as well as warehouse and logistics management to the platform. When you do that, you open up the possibilities for automated marketing, more efficient logistics chain and immediate overview of the current inventory status.
Instead of seeing e-commerce as a separate sales channel, it should be a central and integrated part of the entire business. In this way, you will be able to optimize and automate both customer flows and logistics management.
2. Invest in marketing that drives traffic
It may seem obvious, but in many cases marketing does not have the focus on driving traffic to your digital channels. Even if you already work with digital marketing, you need to create content that attracts visitors to your e-commerce site. Here it’s about taking advantage of content marketing to inform and inspire. Inform your customers about new opportunities, functions and offers that they can access through your digital channels.
To attract customers, you need to have relevant content and help them understand your products and services. It must also be easy to navigate the site and to make purchases. The better digital experience you can create, the more people find their way to your e-commerce, which hopefully delivers more business for the company.
3. Measure, follow up and analyze
Why spend time and resources building a digital platform if you don't measure the results and work to optimize the impact. Unfortunately, studies show that many companies do not actually measure, follow up or analyze how sales are going in the digital channels.
Analyze and learn from the data generated from your digital marketing and sales activities. Then your business will be able to understand more about how customers want to interact and make purchases. Based on that knowledge, you can then continue to develop your digital presence.
As always, it can be smart to begin by measuring just a few things, for example, the number of visitors and where they come from. You can then gradually add more measurement points as you go. It's always about taking small steps that move you and the business forward.
If you really want to delve into the subject, we recommend you download our guide on how to maximize your digital B2B business. There is a great deal of useful information there that will really help you take the next step!
