B2B copywriting is the art of writing persuasive content that convinces businesses to act. It’s a critical part of any B2B marketing strategy, and it can be used to generate leads, close deals, and build brand awareness.
There are several different B2B copywriting strategies that can be used to drive conversions. Here are eight of the most effective strategies you should be using in your website copywriting, SEO blog writing and social media content writing.
Table of contents
- Get into the heads of your target audience
- Focus on both the benefits and features
- Write how you speak
- Create your brand story
- Use data and statistics to support your claims
- Use humour to engage your audience
- Use case studies to demonstrate the value of your product or service
- Make it easy for customers to contact you
- Don’t forget about SEO
Get into the heads of your target audience
Before you start writing, take some time to research your target audience.
Who are they?
What are their needs and pain points?
What are they looking for in a product or service?
What keeps them awake at night?
What delights them and makes them come back for more?
Once you understand your audience, you can tailor your copy to appeal to them specifically.
Focus on both the benefits and features.
When you’re describing your product or service, don’t just list the features. Also talk about the benefits that those features will provide to your customers. What problems will your product solve? How will it make their lives easier? Get into the detail of how your product or service makes your customer feel and the outcome they get from working with you or buying your products. It’s all very well writing about the technical specifications or the minutiae of how your service works, but people generally buy with their heart, backed up by their head, not the other way around. You need to be clear about how what you sell improves their life.
A great example of benefit-driven copywriting is the Apple ad for the iPod. This gave the technical specification of ‘Storage for 1GB of MP3s’. Great marketing, albeit B2C, in this case, translated that into ‘1000 songs in your pocket.’ The same approach should be applied to B2B marketing because it’s still a human that makes the buying decision, even if you are selling to another business.
Write how you speak
One of the biggest mistakes that B2B copywriters make is writing in a stiff and formal style. This can make your copy sound boring and off-putting to your audience. Instead, try to write in a conversational style that sounds like you’re talking to your target audience directly. This will help you build rapport and make your copy more engaging. Avoid using jargon or technical terms that your audience won’t understand. Instead, focus on using clear and concise language that gets your point across using words that your customers use when they talk about the problems they have and the issues they need to solve.
Create your brand story
A strong brand story can help you connect with your audience on an emotional level. It can also help you build trust and credibility. When you’re crafting your brand narrative, focus on the values that your company stands for and the impact that you’re making on your customers’ lives.
Use data and statistics to support your claims
B2B buyers are more likely to be persuaded by copy that is backed up by data and statistics. When you’re writing your copy, be sure to include numbers that support your claims.
Use humour to engage your audience
A little bit of humour can go a long way in B2B copywriting. When used effectively, humour can help you connect with your audience on a personal level and make your copy more memorable.
Use case studies to demonstrate the value of your product or service
Case studies are a super way to show potential customers how your product or service has helped other businesses achieve their goals. When you’re writing case studies, be sure to focus on the specific benefits that your product or service has provided to the businesses featured in the case study. Interview your customers and use the exact words that they use in your copy.
Make it easy for customers to contact you
If you want potential customers to act now, make it easy for them to contact you. Include your contact information in a prominent position on your website and in your copy. You could also consider adding a live chat feature to your website so customers can get in touch with you immediately.
Don’t forget about SEO
When you’re writing B2B copy, it’s important to write with SEO in mind. This means using keywords and phrases that your target audience is likely to search for. By optimising your copy for SEO, you’ll increase the chances of your website ranking high in search results and attracting more visitors.
What strategies have you found work well for your B2B copywriting?
If writing is too much like hard work in your business, give me a holler and let’s see if I can help you out. Email me at email@example.com or drop me a message on Linkedin.