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B2B Copywriting – A Complete Background

B2B Copywriters are excellent in developing arguments and perspectives to persuade other businesses to purchase a product or service.

Learn How B2B Copywriters Help Your Business

Small businesses need B2B marketing content that truly resonates with their readers and clients.  This content must establish you and your business as a leader within your industry.  

Due to this, businesses strive for an effective content marketing strategy that can easily scale to achieve great results.  B2B copywriters hold a tremendous task, and if executed correctly, content marketing can expand your business to provide extraordinary opportunities and new clients.

What Makes B2B Copywriting Different from B2C Content? 

There is a difference between B2B (business to business) and B2C (business to consumer) copywriting. The pain points, sales pitch, and marketing processes can greatly differ.  

Businesses focus on problem solving across the organization, as well as driving revenue and reducing costs.  There are often many people and departments involved in decision making for a business. Whereas consumers are generally resolving a personal want or need, making purchases for themselves, or perhaps as a gift.  Nonetheless, the decision making process is singular.  This is also why B2B purchases can take much longer to solidify, while B2C purchases can be impromptu.

The primary ideas to remember are as follows:

Who is making the decision

  • Decision maker(s): A B2B consumer buys for a business, while a B2C consumer buys himself/herself.  
  • Sales pitch: For those buying for a business, more advanced reasoning and logic often needs to be applied.  However, everyday consumers often make decisions based on emotions, and sometimes on a whim, for personal gain. 

 

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Types of B2B Copywriting 

Due to different aspects of business marketing, there are many types of business-to-business copywriting solutions.

Some of the most common types of B2B copy include:

  • Research: Interviews, investigations, etc.
  • Social Media Writing: Posts and articles on social media platforms.
  • Brand Storytelling: This focuses on brand messaging and how the business can help consumers.  Utilizing stories or reviews about people who have had an experience with the business, product, or service.
  • User Experience (UX) Writing: This includes content for websites or mobile applications, landing pages, sales pages, etc.
  • Content Marketing: A type of marketing that involves the creation and sharing of online content.

What are the Benefits of B2B Copywriting

B2B copywriting has significant benefits and uses for small businesses that incorporate this type of marketing..

Explode your Brand Awareness 

B2B copywriters can help your business generate brand awareness and recognition.  Creating awareness and authority around your B2B brand can lead to increased sales and customer retention.

Create Brand Loyalty 

B2B copy can create brand loyalty among existing customers.  This is accomplished by being consistent with content creating, utilizing promotions, and focusing on customer engagement.

Establishes Your Company as a Thought-Leader 

Solving problems, asking unique questions, posing intriguing situations, and providing useful perspectives is a powerful way to position your brand as a thought leader.  This entails more than a simple blog post; it requires advanced thinking, innovative solutions, and cutting edge ideas.

Provide an Amazing Customer Experience 

Customer experience is often (and should be) considered the most important aspect of a successful business.

Professional B2B copy helps your customers know what to expect from your products and services, how to navigate your website, and how to persuade your potential customers to complete their purchases and become longterm clients.

 

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Tactics Successful B2B Copywriters Use 

Now that we know the benefits of B2B copywriting, let’s discuss some of the best practices copywriters use to relay important information to an audience.

Exhibiting How Your Product Can Help 

A successful copywriter showcases your product/services, and what you have to offer. Your copywriter will do an effective job of persuading your customers to make a purchase.

That’s why it’s is essential to discuss how your product or service helps.  You are solving a problem, with a solution that can add tangible value, and this should be clearly demonstrated in your content.

Focusing on Your Brand 

Content related to brand messaging should convey the position of your business to customers, including your focus and the need for your product/service.  

The voice and tone of your brand should be represented in this content, providing a memorable experience for customers.

Creating Powerful Arguments 

In B2B copywriting, your copywriter should present logical arguments that allow customers to see immediate valueThere’s no time to waste in B2B sales and marketing. This is where the problem and solution is presented.  While B2C content requires an emotional appeal, B2B is more rational and straightforward. 

Using Evidence 

Content marketing for B2B should utilize evidence to support claims and arguments.  Supporting evidence can be in the form of surveys, cited research, etc. Providing evidence shows a well-researched content piece that relies on facts to sell the product/service.

As you can imagine, finding an experienced B2B copywriter can be difficult.  Textbroker provides access to thousands of proficient writers, who can help produce amazing copy thoughtful marketing content for your small business.  We can match you with writers who can increase brand awareness and loyalty, position your business as a thought leader, and utilize content to develop an amazing client experience. Find your B2B copywriter today!


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