ingrid archer - content in b2b ecommerce: van engagement naar conversie
DESCRIPTION
Presentation of Ingrid Archer during the B2B E-commerce Congress 2014TRANSCRIPT
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Content in B2B eCommerce:
From engagement to conversion
Ingrid Archer
Managing Partner spotONvision
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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