ingrid archer - content in b2b ecommerce: van engagement naar conversie

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Content in B2B eCommerce:

From engagement to conversion

Ingrid Archer

Managing Partner spotONvision

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ingrid@spotonvision.com

B2B E-Commerce Congress – 28th October 2014

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Keep customers on your website

over and over again

Keep customers on your website

over and over again

Keep customers on your website

over and over again

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Best customer

experience possible

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Content In the age of the customer, business buyers don’t “buy” your

product; they “buy into” your approach to solving their

problem. Forrester Analyst Jeff Ernst

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Know what your

customers want

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Rich content

Successful B2B E-commerce sites

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Images Videos (informative, educational, case studies)

Detailed Product information (all details and added value for the buyer)

Interactive approach (have you thought about…)

Product configurators (self service or combinations)

Virtual product tour

Product comparisons

Educational information (instructions, how-to’s, manuals, white papers, market information)

The journey: from lead to customer

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Some great examples

Successful content

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Grainger

Amazon model

Extra services &

content

Account not

necessary

On- & offline

catalogue

available

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Grainger

Services Resources

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Extra guidance &

content

Coolblue

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Blake envelopes

Link to content

Links to content

Find your

product easily

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Blogs

News

Latest news items

Videos

Blake envelopes

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Inspiration

Albelli

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10 principles Be relevant to your readers

It’s not about you!

Choose a content category and stick to it

Be trustworthy provide supporting data

Involve your customers, partners and others

Optimize your content

Show your knowledge & expertise

Offer valuable content to your audience. Not self promotional

Relevant to your company

Be unique

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It’s the

experience

that counts

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Thank You! 20 november 2014: Masterclass

‘Buyer persona’s:

inzicht in de B2B-koper’

www.spotonvision.com

ingrid@spotonvision.com