1. Tell us about your product - and about yourself
B2B buyers typically prefer to research information themselves. This is the main reason why live chat and chatbots are exploding in popularity . Live chat provides real-time answers from customer support and sales representatives (or bots). Their main job is to push self-educating prospects further down the sales funnel.
Sales reps still have a role to play, but now some of their knowledge—especially in the early Consideration Phase—should find its way into the marketing materials on your website. However, many companies have not yet done so.
The website of the company "Gostinichny Mir" meets many basic requirements of a good eCommerce resource: there is an impressive list of categories, there is a fairly noticeable search bar. But the site does not explain at all why the user should place an order here:
Website of the company "Hotel World"
Compare with the Ummax company website - on the main page iran phone number data they emphasize their experience, then indicate that they are a Russian manufacturer selling throughout Russia and the CIS, etc.:
Ummax
The need for educational content about the brand is just as important as information about products and options. This may include:
Your unique value proposition
Customer reviews and/or success stories.
Why are we missing this? Many B2B brands were used to acquiring customers and nurturing leads through sales reps. The core eCommerce functionality was serving existing customers—those who simply needed an efficient way to reorder.
Today, however, more and more new business flows through search and other channels. B2B e-commerce is now based on first impressions (which must be based, among other things, on a clear differentiation from competitors), rather than simply on utilitarian design and a minimum number of clicks.
When it comes to product content, many B2B sites face another problem: the closed nature of this kind of information. For example, you may need to register to view it. You should help inform the customer, persuade them, and not hide important details.
In addition to content hubs, another effective way to deliver useful information is through video. One Google survey found that 70% of B2B buyers watch videos throughout their customer journey . Views of branded video content increased by 99% on YouTube and 258% on Facebook between 2016 and 2017.
What should these videos be like? Modern and aesthetically pleasing, practically no different from what B2C companies produce (but with a mandatory emphasis on the practical benefits of your products). Here is an example of a professional video from MTS, presenting a technology product for business (presented in the corporate section on their main website).