{"id":18755,"date":"2017-02-27T00:00:00","date_gmt":"2017-02-26T23:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/marqueting-online-per-a-ecommerce-b2b\/"},"modified":"2017-02-27T00:00:00","modified_gmt":"2017-02-26T23:00:00","slug":"marqueting-online-per-a-ecommerce-b2b","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/marqueting-online-per-a-ecommerce-b2b\/","title":{"rendered":"M\u00e0rqueting online per a eCommerce B2B"},"content":{"rendered":"

Cada any augmenta el nombre d\u2019empreses B2B<\/strong> que aposten per crear un eCommerce. Amb una botiga online, els teus clients empresa disposen d\u2019un cat\u00e0leg online sempre actualitzat on poden comprar quan vulguin de manera r\u00e0pida i c\u00f2moda. Si vols crear una botiga online per a la teva empresa B2B<\/a>, a TLG Commerce t\u2019ajudem.<\/p>\n

<\/p>\n

A les empreses B2C (Business to Consumer) els clients s\u00f3n els consumidors finals del producte o servei; per tant, les estrat\u00e8gies de m\u00e0rqueting<\/strong> intentaran seduir-los a trav\u00e9s dels mitjans que consumeixen (xarxes socials, publicitat a Google, premsa, televisi\u00f3, etc.) i de missatges que transmetin els beneficis o les sensacions que aporten aquests productes. En canvi, les empreses B2B<\/strong> (Business to Business) s\u00f3n prove\u00efdors, majoristes o distribu\u00efdors, i qui han de seduir s\u00f3n altres empreses que vendran al consumidor final.<\/p>\n

Estrat\u00e8gies de m\u00e0rqueting online B2B<\/h2>\n

Encara que qui compra en un B2B<\/strong> s\u00f3n altres empreses, no hem d\u2019oblidar que aquestes empreses estan formades per persones. Aquestes persones tamb\u00e9 fan servir xarxes socials, busquen als cercadors i reben impactes publicitaris de diferents mitjans. La clau \u00e9s triar els mitjans adequats i fer una segmentaci\u00f3 correcta. Des del departament d\u2019eMarketing de TLG Commerce<\/a> et recomanem les millors estrat\u00e8gies de m\u00e0rqueting digital per potenciar el teu eCommerce B2B<\/strong>:<\/p>\n

Bon disseny i estructura web<\/h3>\n

Una botiga online \u00e9s la carta de presentaci\u00f3 davant dels clients, en el cas dels B2B davant de les empreses. Si tenim un disseny web d\u2019acord amb les tend\u00e8ncies actuals i amb la informaci\u00f3 ben explicada i estructurada, transmetrem una imatge d\u2019empresa seriosa i de confian\u00e7a. No tinguis por d\u2019utilitzar un llenguatge molt t\u00e8cnic: els clients empresa l\u2019entenen i saben qu\u00e8 busquen.
\nAquest pas \u00e9s fonamental per tenir \u00e8xit i vendes ja que, per molt tr\u00e0nsit i leads que arribin al nostre eCommerce amb la resta d\u2019estrat\u00e8gies, si la nostra p\u00e0gina els genera desconfian\u00e7a no compraran. El branding corporatiu que transmetem afectar\u00e0 directament les decisions finals dels nostres clients.<\/p>\n

M\u00e0rqueting de continguts de qualitat<\/h3>\n

En la l\u00ednia del punt anterior, destaquem el m\u00e0rqueting de continguts<\/strong> com una de les principals estrat\u00e8gies de branding dels B2B<\/strong>. Si tenim un contingut interessant per a les empreses, atraurem m\u00e9s tr\u00e0nsit de qualitat. Per aix\u00f2 haurem de parar especial atenci\u00f3 a la informaci\u00f3 que apareix a:
\n– Categories i fitxes de producte<\/strong> (text i imatge) del nostre eCommerce. \u00c9s important que totes les seccions de la botiga online continguin la informaci\u00f3 necess\u00e0ria sobre els productes. Els processos i les decisions de compra de les empreses s\u00f3n m\u00e9s lents i menys impulsius que els dels consumidors finals; per aix\u00f2 els hem de mantenir ben informats.
\n– Blog corporatiu<\/strong> amb publicacions setmanals (m\u00ednim 1 article per setmana). Al blog hi han d\u2019apar\u00e8ixer continguts adre\u00e7ats a les empreses que ens compren (no nom\u00e9s per al consumidor final). Alguns d\u2019aquests articles poden tractar de consells de m\u00e0rqueting per a empreses, explicacions t\u00e8cniques de productes perqu\u00e8 els puguin distribuir o utilitzar, etc. Pots publicar continguts en diferents formats: posts, infografies, v\u00eddeos, webinars o presentacions a SlideShare, entre molts altres. Com m\u00e9s diversitat, millor!
\nA m\u00e9s d\u2019atraure un p\u00fablic interessat en els nostres productes, amb el m\u00e0rqueting de continguts tamb\u00e9 millorarem el posicionament als cercadors<\/strong> (SEO) de l\u2019eCommerce.<\/p>\n

E-mail m\u00e0rqueting<\/h3>\n

Segons una enquesta d\u2019Ascend2 a professionals del sector, l\u2019Email Marketing<\/strong> \u00e9s una de les estrat\u00e8gies de m\u00e0rqueting d\u2019empreses B2B<\/strong> m\u00e9s eficaces, juntament amb el m\u00e0rqueting de continguts.<\/p>\n

<\/p>\n

L\u2019Email Marketing<\/strong> \u00e9s un canal de comunicaci\u00f3 amb clients o possibles clients que permet personalitzar els missatges per informar-los d\u2019ofertes, nous productes o qualsevol altre contingut. Gr\u00e0cies a aix\u00f2 es genera engagement<\/em>, es millora el branding<\/em> i, en conseq\u00fc\u00e8ncia, es generaran m\u00e9s vendes a mitj\u00e0 termini. Cal destacar que els continguts han de ser SEMPRE de qualitat; si no, l\u2019estrat\u00e8gia fins i tot pot perjudicar la marca.
\nA m\u00e9s, amb aquesta t\u00e8cnica es poden mesurar els resultats i calcular el ROI per saber si l\u2019enviament de correus acaba generant vendes a la botiga online.<\/p>\n

Pres\u00e8ncia als cercadors<\/h3>\n

Plantegem un escenari: volem muntar un negoci de venda d\u2019accessoris de moda en una botiga f\u00edsica. Com buscarem prove\u00efdor? Segurament la primera opci\u00f3 ser\u00e0 buscar a Google \u00abprove\u00efdors accessoris de moda\u00bb.<\/p>\n

\u201c <\/span>El 98% de les empreses busquen online per triar el seu prove\u00efdor \u201c<\/span><\/p>\n

\n

Perqu\u00e8 els possibles clients entrin a la nostra botiga, hem d\u2019apar\u00e8ixer als primers resultats dels cercadors, i aix\u00f2 ho podem aconseguir gr\u00e0cies al posicionament SEO<\/strong> i al SEM<\/strong>.<\/p>\n

<\/p>\n

– SEO: Search Engine Optimization o posicionament org\u00e0nic als cercadors.<\/strong> Apar\u00e8ixer entre els primers resultats de Google o d\u2019altres cercadors requereix temps i experi\u00e8ncia en optimitzaci\u00f3 de continguts, per\u00f2 els resultats en tr\u00e0nsit de qualitat s\u00f3n excel\u00b7lents.<\/p>\n

– SEM: Search Engine Marketing o m\u00e0rqueting als cercadors.<\/strong> Perqu\u00e8 la nostra web aparegui entre els primers resultats dels cercadors de manera r\u00e0pida i efectiva, podem fer servir els anuncis de cerca de Google AdWords. Els anuncis apareixen a les dues primeres p\u00e0gines de Google segons les paraules clau que busqui l\u2019usuari, cosa que tamb\u00e9 ens aportar\u00e0 tr\u00e0nsit de qualitat (possibles clients) al nostre eCommerce.<\/p>\n

Xarxes socials<\/h3>\n

La xarxa social de negocis per excel\u00b7l\u00e8ncia \u00e9s LinkedIn<\/strong>, utilitzada pel 94% dels negocis B2B i amb un 66% d\u2019efectivitat. La clau de l\u2019\u00e8xit a LinkedIn per a B2B<\/strong> \u00e9s compartir contingut de qualitat: articles del blog, infografies, SlideShare\u2026 amb un to molt professional. No cal que sempre sigui contingut propi: es poden compartir not\u00edcies del sector i altra informaci\u00f3 interessant per al possible client del B2B.<\/p>\n

\"xarxes<\/p>\n

Tot i aix\u00ed, com d\u00e8iem al principi, no oblidem que les empreses estan formades per persones i aquestes tamb\u00e9 fan servir Facebook, Instagram, Twitter o Pinterest, entre altres xarxes socials. Cal analitzar a fons el sector i detectar on poden ser presents els professionals de cada tipus de negoci. Per exemple, els responsables d\u2019una empresa de moda probablement fan servir Instagram per mirar looks de moda o buscar influencers<\/em>, de manera que fer una campanya d\u2019Instagram Ads no seria una mala opci\u00f3.<\/p>\n

Menci\u00f3 especial al videom\u00e0rqueting<\/h3>\n

Aquest 2017 s\u2019ha \u00abbatejat\u00bb com l\u2019any del v\u00eddeo, amb unes previsions del 69% del tr\u00e0nsit online procedent d\u2019aquest format. La majoria de les marques han vist cr\u00e9ixer m\u00e9s d\u2019un 150% les visites a la seva web procedents dels v\u00eddeos<\/strong>. Per potenciar les vendes del teu B2B pots crear v\u00eddeos corporatius, de fabricaci\u00f3 de producte, del teu cat\u00e0leg, desfilades\u2026 i promocionar-los a la teva botiga online, al teu canal de YouTube o amb publicitat online.
\nAquestes s\u00f3n algunes de les estrat\u00e8gies recomanades per als B2B el 2017. Recorda que al departament d\u2019eMarketing de TLG Commerce<\/a> podem fer una consultoria del teu eCommerce per optimitzar la teva estrat\u00e8gia online<\/a>.<\/p>\n

T\u2019ajudem?<\/p>\n","protected":false},"excerpt":{"rendered":"

Cada any augmenta el nombre d\u2019empreses B2B que aposten per crear un eCommerce. Amb una botiga online, els teus clients empresa disposen d\u2019un cat\u00e0leg online sempre actualitzat on poden comprar quan vulguin de manera r\u00e0pida i c\u00f2moda. Si vols crear una botiga online per a la teva empresa B2B, a TLG Commerce t\u2019ajudem. A les […]<\/p>\n","protected":false},"author":2,"featured_media":12885,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[1453,949],"class_list":["post-18755","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing","tag-b2b","tag-marqueting-online"],"yoast_head":"\nM\u00e0rqueting online per a eCommerce B2B | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Cada any augmenta el nombre d\u2019 empreses B2B que aposten per crear un eCommerce. 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