Attract the Right Customers on Your B2B e-Commerce Website

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During the last several years, we have all seen dynamic Aesthetic Medicine Market development. We all would like to keep our youthful appearance as long as possible, and treatments slowing down ageing processes are becoming less and less invasive. No wonder new online shops offering a wide range of aesthetic medicine products appear on the market almost daily.

So, how can you, as an eCommerce owner, stand out from that crowd without impacting your margins or using price-dumping solutions? What online marketing tools can be used for building your personal successful business? 

Let’s start with the price-dumping effect

Price dumping is a harmful economic practice that is one of the elements of unfair competition. In practice, this term is used for a strategy consisting of the sale of export products at the lowest possible prices, and in extreme cases, dumping is based on product sales at a price which is even lower than the actual production cost.

To prevent price dumping practices, the World Trade Organization (WTO) has the right to impose an anti-dumping charge on products that are being imported to each country. Additional charge, added during importing procedure, cannot be higher than the minimal margin, which constitutes a difference between the individual market value and the importing price.

The authorities of specific member states of the European Union have the possibility to impose a price anti-dumping fee on a specific product or even on a full brand product portfolio.

However, before applying any additional taxes or duties, WTO will be responsible for checking whether, in each case, the price dumping act will have a negative impact on the national industry.

So, considering that price should not be our first tool, how to use all available online marketing opportunities to stay ahead of our competitors and still be fair at the same time? Here are what we think-what are the basic rules.

Build awareness of your brand

Building brand awareness is creating a specific image in the client’s mind. Sounds simple, doesn’t it? But when being active in e-commerce and offering a wide range of products or many brands, you will need to take actions that will make you a reliable distributor in the eyes of your future customers.

Brand Guidelines and Brand image

Your company branding should start from day one – to the stage of creating your online store.

Choosing a proper name, logotype, fonts, and leading colours are, in this aspect, very important. With every decision, keep in mind that all elements should create a consistent image and should evoke clear associations with the industry in which you are active.

User experience 

Create a clear, easy-to-navigate website and catchy slogans. In your message, try to highlight the strengths of your eCommerce, which make you stand out from the crowded online environment experience. Adjust your language to the target group, which is your audience. 

While running an online store offering products for Aesthetic Medicine professionals, you can bet on a specialized nomenclature and a professional tone of speech.

Be an expert, but only in your field

Show your clients that you are not here by accident! A perfect way to promote your store would be a blog section in which expert articles will be published. Quickly, you will notice that working on such content brings many advantages on many levels while building strong brand awareness of your eCommerce platform. 

All well-written articles, particularly those relating to no-mainstream issues, contribute to better recognition and site positioning in the Google bots world. This, in turn, will lead to higher traffic on your website. Furthermore, due to substantive articles that answer the questions of your customers, you will build an image of a specialist who’s surreally worth working with.

Remember – content and messages published on profiles in social media, blogs or newsletters should align with each other, so make sure to keep the message consistent across all communications.

Stand out from the crowd

It is a difficult task, but it is worth the effort. Standing out from the competition will enable you to build a strong image and determine the direction of further marketing actions. Effective client service, fast order execution, and product availability count the most in eCommerce. Consider what makes your company unique in your field and then highlight those advantages in your marketing messages so that the clients can associate them automatically with your online store.

Whenever selling aesthetic medicine products, you certainly realize to what extent the quality of the offered products counts. Choose specific product groups that will become your hallmark and promote them while communicating with your targeted customers.

Lift the veil of secrecy

As we all know, people are curious by nature. While selling aesthetic medicine products, try to reveal as many details related to the offered products as possible. Whenever launching new or innovative items, make sure you have access to all required certificates. When focusing on Ad Sharing knowledge, create a series of posts for Facebook and other dedicated communication channels. Post them regularly at specified time intervals. In each post, highlight the most important information related to the described products, their intended use and treatment effects. Remember that every public post should be accompanied by a proper photo, attracting your recipients’ attention and always add a link taking your followers to your product website page or on your site landing page.

Stay connected!

You should be active online as much as possible. It does not mean that you need to publish posts every day, but do not allow yourself longer breaks. Being connected is a must-have to build long-term relationships and trust. Whenever your activities are occasional and irregular, customers will lose interest and quickly forget you while choosing a more visible and involved with their audience seller.

Content Planning and Social Media

So, how to keep this constant attention? Start with creating a schedule of posts, and plan content for all used social media accounts. If you run a blog, make sure that a substantive article will appear there at least every 3-4 weeks. Think of creating a newsletter, which in most cases, is a great way to maintain contact with the recipients. If you would like to encourage your current and future customers to subscribe, offer them incentives, such as welcome vouchers or additional benefits related to your eCommerce offers.

Nothing strengthens the brand’s reliability more than a recommendation from a person considered an authority within the industry. Cooperation with influencers enables you to reach a specified group of recipients that eventually can become your clients.

While choosing an influencer with whom you will establish cooperation, do not take his/her recognizability (visualised in the number of followers) as the one and only factor. Get to know the person you would like to work with and make sure you trust their skills, beliefs and how they envision the role of Aesthetic Medicine. Be sure that their image is consistent with your eCommerce brand. Whenever possible, choose an expert who works daily with Aesthetic Medicine. Their recommendation will be more reliable and supportive of your online business.

With consistent efforts, one can make their e-commerce website stand out, attract new clients and retain them. There is no reason to hesitate as this may seem a lot. However, it is doable. You can always choose from optimising your website and add efforts to channel more leads through social media, paid advertisements and other digital efforts. 

We offer Digital Marketing services that are tailored to E-commerce Aesthetics business. With a global network of verified vendors, we can support you to take your e-commerce business to the next level. 

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