Up until a couple of years ago, a website was considered a ‘nice to have’ for B2B companies. Traditionally, in-person or phone calls have been favoured by B2B buyers.
How times have changed.
Today, an online presence is mandatory, and will likely be the first impression a customer gets of your business. And it can't just be a front for your sales team. Your website needs to position your business and act as proof that you’re part of your category. It should reflect your key selling points, highlight your points of difference and be structured in a way that makes sense for your buyers.
Because once they’re aware of your business and they elect to partner with you, chances are online is the primary channel your buyer will be using – with many happy to conduct entire transactions solely online.
According to a survey conducted by McKinsey, 80% of B2B businesses hold their e-commerce channel to the same or a higher standard as offline channels.
So, if your website isn’t up to the same standard as your competition’s, you’re likely losing customers.
Changing times, changing preferences
While the shift to an online-first philosophy was already well underway by the time COVID-19 caused a worldwide shutdown, there’s no doubt that the pandemic expediated the trend.
According to McKinsey, e-commerce has now overtaken in-person as being the most effective channel for sales. With the widespread adoption of purchasing physical goods online, there is also an uptick in the online sale of services.
With this influx of new customers, there’s a stronger need for businesses to have a presence on the internet that’s current, helpful and has all the information customers need. That way, buyers can make an informed decision – all without needing to communicate with you at all.
If they do decide they want to speak with you, it’s becoming more and more likely that they want to do this via your website as well. In fact, McKinsey found that two-thirds of customers intentionally elect for digital or remote engagement.
This means that rather than the traditional phone call, online chat is becoming more common for buyers searching for simplicity and convenience.
Automation makes a difference
Automation is a prominent trend in the online space – and by using it throughout the online process, you’re making the experience better for both you and the buyer.
For example, imagine you’re a business that regularly sends out your products with Australia Post. Rather than needing to figure out all the postage options available, an API (Application Programming Interface) can figure what options to offer, as well as which is most suitable for the buyer and their requirements.
This ensures an easy transaction for all parties.
The importance of finding your niche
Remember that 80% number from earlier? That means there’s a high probability that a typical website isn’t going to make the cut anymore.
You also need to find a niche. Then own it. This means creating a way to draw customers in that your competition isn’t doing.
The great thing is that because technology has advanced, this sort of change doesn’t have to cost the earth or be complicated to implement. Shopify, Square, and Adobe Commerce all offer a range of plugins that can give your site an advantage and differentiate it from the competition.
For B2B businesses, it’s also important to remember that a website isn’t just about making the sale – it’s all the other small things that can help with a purchase decision. This includes case studies, reviews, explainer videos and testimonials. Because the website that gives the user the richest experience is the one that they’re most likely to return to.
Data is the foundation of an effective B2B website
Some enterprise-level businesses spend millions building and constantly updating their website. But that's not realistic for many small businesses. When budgets and timelines are limited, there's not a lot of space for trial and error.
That's where data comes in. Having access to key business data can help you create a website that is going to best serve your customers. It can tell you what your best-selling products are (and your worst). What service lines are in high demand. What kind of enquiries are coming in most frequently.
When you know what information your customers want, you can create a site that caters to them.
Because you've already made the smart decision to invest in an ERP, you're in a fantastic position to create a service-based or e-commerce website that gives you the edge over your competition.
This is because an ERP like SAP Business One provides real-time access to up-to-date data, all in one place. So you won't just be able to build a better site faster, you can also collect and connect website data to other business data once it's live, giving complete visibility across all sales and enquiry channels.
Even better, a best-in-class website is only the beginning of what SAP Business One can do for you.
The software also delivers a simple and affordable way to streamline your entire organisation and feed you invaluable data in real time - assisting you across every facet of your business.
If you need assistance or want to find out more about how your SAP Business One can help benefit your online presence, you can contact our team here.
