You may have heard that writing copy for B2B is different than writing copy for consumers. That’s true to a certain extent, but mostly because B2B marketing audiences expect higher-quality content across the board.
The writer’s goal and the audience’s expectations are similar regardless of whether you’re addressing a decision maker at a company with 100 employees or just talking to one consumer.
However, you do need to know how to write in a way that speaks directly to your B2B audience. So read on as we explore how to write winning B2C copy that converts!
| Takeaways |
|---|
| 1. Understand your B2B audience’s pain points and needs to create relevant copy. |
| 2. Craft a clear and compelling value proposition that resonates with prospects. |
| 3. Incorporate storytelling to humanize your brand and establish credibility. |
| 4. Utilize strong calls-to-action that guide readers towards desired actions. |
| 5. Continuously measure and analyze key metrics to improve copy effectiveness. |
Be Different
So, you’re in the business of selling stuff. You have a product or service to offer, and you want people to buy it. That’s great! Just remember that there are lots of other businesses with similar products and services out there vying for the attention of your target audience as well.
So how do you ensure that yours stands out?
Use copywriting techniques that convince visitors that what they’re buying is the best choice on the market right now.
If a visitor comes across your website and reads one of your ads or landing pages, they should leave feeling like they had just found something they can’t live without… even if there’s another option available nearby (and its price tag isn’t much higher).
Building an effective B2B email marketing strategy requires creativity and precision. Explore our article on The 13 Greatest Examples of B2B Email Marketing to gain insights from successful campaigns.
Who’s Your Customer?
You need to know who your target audience is. This will help you tailor copy that resonates with them and makes them feel like they’re the only person in the world who needs your product or service.
Every single word in a piece of marketing material should be geared toward that person’s needs and interests.
In the context of B2B marketing, this means writing for a specific company decision maker the person who has influence over whether or not their company will buy something from you.
Your customer is likely an executive or manager at their organization, so it’s important to speak to them directly in your messaging and make sure they feel like they’re being heard!
If you want some concrete examples of how we’ve done this at CopyPress (and why it works), check out our blog posts on:
How Do You Talk To Your Customers?
Write as you talk. How do you talk to your customers? What words do they use? What is the tone of your copy? What is the style of your copy? What are the format of your copy (i.e., how many sentences, paragraphs, etc.) and its length?
You’re not just writing for yourself or other marketers or for a client you’re writing for customers who are going to spend their hard-earned money on your products or services if they resonate with what you have to offer.
If you want them to take action, connect with them on an emotional level and make them feel like they would be crazy not purchasing from you. You need to give people reasons why this will work out well for them.
And no matter what kind of B2B marketing copywriting project you tackle next: remember that it’s always best if done right!
In the world of B2B marketing, knowing what works and what doesn’t is crucial. Learn from the best and worst practices with our guide on The 16 Best and Worst Practices in B2B Marketing.
What Words Do They Use?
When you’re writing copy for B2B marketing, your goal is to make it as easy as possible for your customers to find you. It’s tempting to use unique words, but in fact, the opposite will be more effective.
Your prospects are busy people and don’t have a lot of time or interest in learning new vocabulary. They want instant answers and if you can give them those answers quickly and easily, they’ll appreciate it. What does this mean for your copy?
You need to start with the words that already exist in their minds when they think about your business or product.
If you sell insurance policies online, don’t use words like “term” or “endowment.” Instead of saying “premium,” say “fee” or “cost.” Instead of saying “policy,” say “coverage.”
Ask The Right Questions To Create A Better Copy
When writing copy, it’s important to ask yourself the right questions. Not only will this help you understand your customer and better sell your product or service, but it will also give you a clearer idea of how to position yourself compared to other companies in the market.
Consider these questions as examples:
- What does my customer want?
- What does my customer need?
- How does my product or service fit into this equation?
These are just a few examples the point is that these questions can help shape your marketing strategy and even guide the tone of your messaging.
Ask Yourself: What Am I Trying To Achieve With This Copy?
Before you start writing, ask yourself: “What am I trying to achieve with this copy?”
Defining goals before you write is essential. It will help you focus on what matters most so that you can create content that converts.
But there are a million things that could go wrong when defining goals and we don’t want any of them to happen! So let’s take a look at how to set realistic goals for your B2B copywriting without getting sidetracked by other people’s expectations or unnecessary stress.
Stay Motivated By Setting Both Big And Small Goals
You’ve probably heard the saying “if it was easy everyone would do it” before…now imagine if everyone did do it – think about how many people would be buying from us if all our competitors had perfect websites too? We wouldn’t have many customers left!
So aim high with big ideas but keep them realistic in terms of what can be achieved within the time frame defined by your business objectives and available resources.
For example instead of saying “I want 100 new leads per month” try something like “I want 10 new leads per month within three months”.
You can always strive for more later but starting small gives room for growth as well as helps avoid disappointment when targets aren’t met right away (which happens often).
Crafting marketing content that resonates and drives clicks is an art. Dive into our tips on How to Write Marketing Content that Gets More Click-Throughs to improve your engagement metrics.
Inserting Keywords Is Not Enough
The other problem with keyword stuffing, according to Ahrefs, is that it can negatively affect your SEO.
If you’re using keywords in excess and they don’t fit naturally into your content, search engines will see that as irrelevant and won’t rank you as high as other sites that are using them correctly.
Not only that but some people may even see it as spammy and click away from your site altogether!
Once you’ve added all the relevant keywords to your copy and made sure they blend nicely with the rest of the text (without making readers feel like they’re reading an article about SEO), there are still more areas where you can improve readability:
Remember What Makes You Different!
Remember what makes you different! There’s no reason to try and be like the competition, especially if they’re already doing a great job of helping people in your industry.
You should always remember that your copy is not just another boring ad. It’s going to be easier for people to know who you are if they see what makes you unique from all of the other companies out there.
Think About Who, Where, And When
Who
Think about your audience. Who is your target audience? Do they belong to a certain group, or have they been through a similar situation? You can think of this as “who am I talking to?”
Where And When:
It’s important to consider where and when the product will be used by your prospects.
For example, eCommerce companies want their customers to browse their website at home on the couch with their laptops open in front of them not while sitting at their desks during work hours (or worse, from behind a cubicle wall).
Closing deals in the B2B realm requires finesse and strategy. Check out our list of 16 Tips for B2B Sales Reps to Close More Deals to enhance your sales techniques.
Make Sure Your Tone And Style Matches Your Business
Your writing style is a critical part of B2B marketing copywriting, but it’s also one of the most overlooked aspects by many businesses and copywriters alike.
When you are writing marketing copy for a business, you’re telling a story about their brand and why it matters to their customers.
And that means using the voice of your company throughout all communication channels. This means developing an effective “voice” for your organization that resonates with potential customers and prospects, as well as employees and partners within the industry.
The best way to get started is by identifying what makes up your brand personality (or multiple personalities).
Core values or mission statements if you have one, tone-of-voice guidelines from other sources like Forbes magazine or Harvard Business Review articles on how CEOs talk about their companies’ missions/vision/values in public speeches/interviews, etc.,
Which will give us ideas on how they should sound like when they speak publicly on behalf of their organization…
Write Copy That Is Unique To Your Brand
As a B2B marketer, you’re already in a unique position. You’re often working with companies that are more conservative than consumer brands, and your content needs to reflect that.
But before we get into writing copy that matches your target audience’s style, let’s look at what makes up the tone of a successful B2B marketing campaign:
What is the tone of your brand? A company can have one or many different personalities depending on its products, services, and industry. For example, if you’re in financial services, certain words may be off-limits (like “fun”).
It might be best if you stick with words like trustworthy or reliable when writing for this audience because they convey messages like trustworthiness and reliability.
What is the general tone of your customer? The way you write will depend on whether or not you’re targeting other businesses or consumers directly; if it’s businesses who buy from each other (which means they’ll need information presented simply), then keep things simple.
Don’t use jargon unless necessary (and even then try avoiding it). If it’s consumers buying from each other meaning they need information presented clearly and simply.
Then consider using punchy phrases instead because those kinds of people tend to appreciate being able to understand quickly what they’re reading without having too much detail bogging them down
Effective B2B marketing doesn’t have to break the bank. Discover our guide on 9 Effective B2B Marketing Tips for Tight Budgets to maximize your impact without exceeding your resources.
Conclusion
If you want your copy to convert, you need to pay attention to the marketing and sales funnel. This will help you determine what kind of content you should create based on how far through the process a potential customer is.
The closer they are to converting, the more likely they are to look for specific information about your product or service rather than generic information that helps build awareness.
There are plenty of other ways to make sure your copy converts but these five tips should get you started.
Further Reading
Explore these additional resources to enhance your understanding of writing copy that converts for B2B marketing:
9 Secrets Revealed: How to Write Copy That Converts: Uncover valuable insights into creating persuasive copy that drives B2B conversions.
Writing Copy That Converts: Tips and Techniques: Delve into proven strategies and techniques for crafting compelling copy that resonates with your B2B audience.
B2B Copywriting Tips: The Ultimate Guide: Gain a comprehensive understanding of B2B copywriting principles and strategies to boost your conversion rates.
FAQs
What are the key elements of B2B copy that converts?
Effective B2B copy that converts typically includes a clear value proposition, compelling storytelling, relevant pain point addressing, and a strong call-to-action.
How can I make my B2B copy resonate with target audiences?
To resonate with your B2B audience, research your target market thoroughly, understand their pain points, and tailor your copy to address their specific needs and challenges.
What role does storytelling play in B2B copywriting?
Storytelling humanizes your B2B brand, making it relatable and memorable. Sharing success stories or case studies can build credibility and connect emotionally with your audience.
How do I create a strong call-to-action in B2B copy?
A strong call-to-action (CTA) should be specific, action-oriented, and relevant to the content. Use persuasive language and offer a clear benefit to encourage your B2B audience to take the desired action.
How can I measure the effectiveness of my B2B copywriting efforts?
Tracking key metrics such as conversion rates, click-through rates, and engagement levels can help you evaluate the success of your B2B copy and make data-driven improvements.
Costantine Edward is a digital marketing expert, freelance writer, and entrepreneur who helps people attain financial freedom. I’ve been working in marketing since I was 18 years old and have managed to build a successful career doing what I love.