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B2B E-Commerce Marketing Tips For 2022


By Duran Inci, CEO at Optimum7 E-Commerce Marketing, a digital technology company.

As 2022 begins to build steam, marketers can learn from active e-commerce on a national and global scale. Owing to circumstances, many customers for B2B have to work remotely, while others are cautiously transitioning to business operations that involve more in-person interaction. Both business owners and their interested clients are concerned about the year ahead.

E-commerce continues to grow, even as various events mandate shutdowns. Despite the holiday season warning about supply chain shortages and shipping delays, people continued to spend. Statista reports that in 2020, global e-commerce sales totaled $4.28 trillion and are projected to grow to $5.4 trillion in 2022. People have had to shop online by necessity, giving you a reliable target audience. 

What’s more, the target audience for B2B is changing. Forrester has found that 73% of Millennials are involved with B2B purchasing decisions. Also known as Generation Y, Millennials understand modern technology and how different devices or software can affect human behavior in the marketplace. 

E-Commerce Marketing For B2B

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How do you ensure that your business is ready for the new year and the trends that may follow? What steps can you take to retain relevance for your marketing campaigns? I’ve outlined some of the strategies that B2B marketers should implement.  

1. Anticipate Technological Changes That Affect Purchases And Communication

More people will be working remotely, including your B2B customers. They may worry about depreciation schedules for programs such as Slack, which many businesses are using to maintain communication. If they lack the means to communicate then they cannot function as a business. 

Research if certain technologies will become obsolete during the year and plan accordingly if you spot an opportunity. You may have one of those products on a depreciation schedule and want to warn your loyal client base accordingly. In other cases, you may have software supporting these APIs. If you act proactively with high-quality solutions then B2B customers will see you as a trustworthy source. 

Consider, for example, if you are a business that provides secure instant messaging for firms. With Slack depreciating, you could jump in and provide an affordable alternative with a properly placed deal. Or if you are developing a new social media platform that promises established etiquette and data security, you could start growing a loyal community of users who seek that competitive advantage in a healthier environment. 

2. Create A Convenient Website

This is a standard tip, but when selling B2B, you need to make sure that your website is user-friendly on multiple devices. Designing a mobile platform means that you reach more customers than those who simply use your website on a desktop or laptop.

Reduce your loading time to the bare minimum. Aim for an average of two seconds on any device. Check that your fonts are legible and that your color palettes contribute to clarity. Troubleshoot navigation so that a consumer can make a thorough search and potentially convert. 

Account for users with disabilities. Implement alt-text for images and graphics. Test that your text is compatible with a screen reader. Add subtitles and transcripts for any audio or video if you can. In addition to meeting ADA compliance, you will be fostering connections with prospects who have more of an incentive to browse your website. 

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3. Implement Multiple Purchasing Options

The easier that customers can make a purchase, the more likely they will buy your product or service. If you can incorporate PayPal or Apple Pay, that increases convenience for a prospect.

You may also be considering the merits of blockchain cryptocurrencies or bitcoin. If you must implement blockchain, do so when you can have regulatory oversight or a fiat currency because the pricing volatility cannot guarantee a reliable source of revenue, and bad players sometimes use the decentralization to avoid financial responsibilities. 

4. Demonstrate Data Security And Compliance

Owing to several bad players both in and out of e-commerce, consumers are more concerned about data. Some websites have found their information linked, both in the leisure industry and in social media. B2B companies prioritize confidentiality highly. 

Make sure that you have implemented only opt-in procedures, and create a system that allows for prospects to opt out if they wish. Check the GDPR guidelines if you have website visitors or customers based in Europe.  

5. Invite User-Generated Content And Create Videos

One aspect of social media marketing has not changed: Interested prospects want to participate. When you ask your audience to generate content, you are building a community.

In my experience, prospects like seeing products or services used in videos. This media enhances the shopping experience and conversion rates. When a happy business owner or manager is willing to give their time and effort to show off your product, take advantage of that. 

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Ask for video testimonials from your clients, and display them prominently on your communication channels. The video medium combines visuals and word-of-mouth, and you show that you have earned trust for products or services. 

Don’t fear what 2022 may bring, despite the uncertainties with e-commerce businesses and the world. Instead, prepare to ride the waves that will come to the online world and find your opportunities.

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