Featured Blog
When it comes to building an effective B2B ecommerce brand, the first thing to consider is your target audience. Comgem, the business to business ecommerce platform developer, says determining who your ideal customer is should come before anything else. It points to the importance of niche research and the overriding need to ensure everything about your branding is consistent.
“Knowing who your ideal customers are is pivotal to building an effective B2B ecommerce brand,”
says Comgem’s co-founder and Commercial Director, Dani Attard. She explains:
“Because every aspect of your business comes together to form a brand, you need to ensure it appeals to your target market and delivers outstanding benefits. If you are wondering why building an effective B2B ecommerce brand is so important, it is worth remembering that almost 60 per cent* of buyers prefer to do business with brands they know.”
Making your brand familiar to buyers will be harder if you don’t know who you are targeting. Consider the demographics of your ideal customer. How old are they? What are their interests? Where are they most likely to have been educated, i.e. college or university? Bear in mind, more and more B2B buyers are Millennials.
Once you have a clear picture of who your business is targeting, you can start to build an effective B2B ecommerce brand. Begin by developing a mission statement. Consider the following points:
Your website, logo and pitches should all reflect the qualities outlined in your mission statement.
“This is about more than a logo,”
Dani explains.
“It is about using the right tone of voice in messages, the right colours in branding and a great pitch. These must clearly identify the key benefits of your B2B ecommerce brand while appealing to your ideal customer. Once you have cornered your niche, you can expand your reach.”
Dani adds:
“Where many businesses fail is in the tech they use. They overlook the link between user experiences and effective branding. In the B2B sector, it is easy to let design overshadow the need to deliver effortless buying experiences. In fact, the user experience is absolutely crucial because it is what will define your brand.”
Building an effective B2B ecommerce brand relies on great user experiences - not just the first time a buyer does business with you but every time. Dani says: “Your website must deliver a seamless user experience to build an effective brand. This goes far beyond design. The user experience forms the cornerstone of your brand.
“Having a B2B ecommerce website that is easy to navigate should be a priority. Make sure your platform is fully searchable and ensure the checkout process is straightforward. Improve the buying experience with personalised marketing, themed banners and automated processes. Importantly, your website must have omnichannel capabilities to ensure the experience is always outstanding - regardless of the device a customer is using.”
Comgem is the UK’s market-leading developer of ecommerce platforms designed specifically for B2B brands. It is a pioneer of systems and supplier integration. Its personalised catalogues, easy to use CMS, effortless inventory management and ability to help B2B enterprises quickly respond to emerging trends has won it industry awards.
Discover how Comgem can help you build an effective B2B ecommerce brand with Gemsuite, the cloud based ecommerce solution. Book a free demo today and learn how to meet the expectations of your target market.