E-catalogue of goods and services is a base for e-marketing campaigns. 98% of online orders and more than 60% of total goods turnover depend on catalogue structure and placement efficiency. Continue reading to learn how to improve the chances of clinching a sale by effective online catalogue.
Nowadays, it’s possible to confirm that B2B companies are more interested in Internet marketing than other business. B2C has occupied online niche years ago, besides, purposes of e-marketing for B2C seems easier and more clarified than B2B ones. Experts predict business activity growth at the beginning of autumn, in particular, thanks to Internet marketing. The companies, engaged in working out and corporate websites’ advancement, note growing demand for their work from b2b companies. Such as, recycling equipment manufacturers, chemical and food-processing industry.
Working out and advancement of B2B websites are more difficult task than work on the other projects, such as entertainment websites and e-shops. These projects are the main working part for developers and SEO specialists. However, in B2B case, Internet marketing efficiency depends not only on IT and SEO companies, but also on customer, i. e. B2B company.
Drawing up of the certain plan by marketing specialists is a guarantee that corporate website will correspond to the company’s purposes and problems. It is work for own staff because nobody knows company’s goals and needs better than this company does.
Catalogue plays a special role in B2B marketing. B2B catalogues may be: electronic ones on corporate website, on diversified B2B marketplace (i. e. placement on external web resources) and a printed catalogue. Besides, b2b marketplace is a big benefit for small and middle-sized business.
For industrial equipment manufacturers it (a catalogue) will look as follows: illustrations, technical characteristics, information about certificates and warranty period. For FMCG wholesalers a catalogue has similar elements and consists from the following: illustrations, information about certificates, assortment and nomenclature, information about manufacturers (if the company is dealer). For the companies, providing business services a catalogue should contain detailed services’ list with information about delivery terms (for logistics companies), with samples of previous projects (for designers and advertising agencies) and other information.
B2B catalogue is a marketing tool, which has an ability to raise the sales up in tens times. We will speak about 4 main types. They are:
The first and the main one is an electronic catalogue on corporate website with an availability to make online order. The purpose of catalogue creation is to give detailed information about goods and services to visitors. Among the others a catalogue on B2B website should be more detailed, more actual and more authentic.
The second important electronic catalogue is the one on external Internet resources, such as diversified marketplaces as B2B Club, business forums and many others. The purpose of catalogue creation is additional advertising on the most reliable web pages and external advancement by direct links from the other sites.
The third one is an electronic catalogue sample for direct emailing to target audience. The purposes of catalogue creation are new clients’ attraction and sales’ growth.
And the last one is printed catalogue as a detailed company’s card. The purpose of catalogue creation is a placing in office, distribution on presentations and exhibitions and more rare for sending by post.
The purpose of creation of any catalogue type is sales’ growth. Necessity of working out, creation and distribution is caused by business-to-business feature, namely long-term decision making process. Since the first commercial offer until the final decision not one week may pass. During this time potential customer is comparing the offers, conditions, and companies’ reliability. Therefore the catalogue with detailed description of each offer should be accessible to the client at any moment. At the first sight it may seem that the most effective catalogue is a printed one, which is always “accessible”. However, even the most appreciable brochures with bright and colorful design can easily be lost among numerous papers and newspapers. Electronic b2b catalogue is the other case. Each online catalogue has certain place - a corresponding section on corporate site, a corresponding category and subcategory on B2B marketplace, file on desktop. PC is a “cover range” of electronic catalogue and it is very convenient.
3 advices how to make B2B catalogue more efficient
Advice number one is hierarchy principle. It can seem strange, however, numerous B2B websites look like “jungle”: you don’t know where to go. The visitors try to leave this webpage hastily. B2B catalogues should be structured (alphabetically, as an example) and accessible. Let it be convenient and clarified for every visitor. “Emotional components” should be reduced to a minimum. No need to place too much colorful illustration, sounds and videos. B2B clients know exactly what they are looking for on your site. It is information about goods, services, prices and sales conditions. You will considerably facilitate their searches by giving particular attention to working out and placing of the catalogue. As an addition. Place “catalogue” link on the main page, make it more appreciable among others. In 95 % of cases B2B client start his acquaintance with corporate site from commercial offers (i. e. B2B catalogue) and later with other pages (“about us”, “our clients”, “delivery terms”).
Advice number two is “download the catalogue” option. Give a chance to save your catalogue in format PDF or as Excel table. Firstly, it’s convenient for clients. No need to visit corporate site every time, because all necessary information saved on desktop. Secondly, this option is convenient for you because client can easily forget website address or direct link placement. Note, except information about goods and services every catalogue should contain contacts’ box: email, website, phone number, company name and logo. As an addition. Download option can be replaced with “sending on email/fax” (“please, specify corporate email to receive our catalogue”). The advantages are: contact information (for direct emailing or calling) and statistic data (how many requires your get per month, how many final order you get from all requires per month and the others). Disadvantage is additional time expenses for you and your clients.
Advice number three – specify the prices. Many companies are sure: the prices are almost confidential information. Firstly, the prices should be “corporate secret” for numerous of competitors, secondly, should not “frighten” potential clients. Meanwhile, absence of information about price causes mistrust among buyers. As an addition. Usually, business services have no fixed price. The final price depends on amount of works, performance term and client’s “wishes”. Specify diapason or minimal price. It allows potential customer to be guided in the prices and to compare with company’s budget possibilities.
Effective B2B catalogue guarantees on 57% sales more in B2C sector and on 64% in B2B.