A Guide to B2B Copywriting: Meaning, Purpose, and Best Practices
Author: Team WH
Published On: 29-05-23
Last Updated on: 22-09-23
Estimated reading time: 9 minutes
Copywriting is the backbone of any B2B marketing and advertising campaign. It remains one of the most effective ways to generate awareness, enhance visibility, and boost conversions.
Learning what is B2B copywriting and what purpose it serves is vital. The text you use in your website, social media ads, or sales material reflects your brand voice, so ensuring that you choose the right tone and include relevant information is essential.
In this blog post, we provide a detailed overview of B2B copywriting, including the best practices that will help you make a significant difference. So, let’s get going.
What is B2B Copywriting?
B2B copywriting is a type of copywriting that focuses on coming up with copies for businesses that sell to other businesses. This can include writing website content, crafting email marketing campaigns, or creating sales material.
For instance, you might create a website copy to convince visitors to subscribe to your newsletter or download a free trial of your SaaS software.
Its key features are:
- It is often targeted toward more than one decision-maker, including managers, executives, and other stakeholders.
- It attempts to facilitate a stronger connection between the writer and reader by positioning the content as something coming from an industry expert who completely understands the readers.
- It focuses less on direct sales copies and more on benefits – B2B audiences are more interested to know how a particular business will increase productivity or revenue for their company.
What does B2B Copywriting Look Like?
B2B copywriting can be helpful in multiple formats for marketers. Some common types of B2B copywriting you might encounter include:
An ad copy is the content written for advertisements that aim to sell. It encourages prospects to act on an offer and helps them enter the sales funnel. It plainly states the value proposition that speaks directly to the audience. Consider the following display ad copy by Albacross.
The copy is direct and has a simple message for decision-makers. The description below the headline is also catchy and impactful. It gives readers clear information on how they increase B2B leads.
Another copywriting format is writing for landing pages. It requires carefully framing and structuring information so more page visitors accept the offer.
Consider this example of Mailchimp, which offers businesses an all-in-one and user-friendly marketing automation solution.
The following landing page is one of the best B2B copywriting examples. It has a simple message and direct question addressing their pain point while aligning the brand with the reader and their mission and, finally, the CTA button, making it a compelling click.
Any marketing message sent via email is an email copy. It includes writing different components of an email, like subject lines, the preview text, and the body, to entice a sale or achieve a particular marketing goal.
Below is an email from the Webflow brand. Their simple email copy grabs the reader’s attention in a few words. One of the most valuable B2B copywriting tips is keeping the email structure simple and logical, allowing readers to navigate and read the message without any hassles. Webflow manages to achieve this with its email.
What are the Benefits of B2B Copywriting?
The effectiveness of B2B copywriting is understood across companies given its important role in content marketing. It serves many purposes, such as:
1. Build Awareness
It helps to build awareness and enhance visibility. Writers work on writing copy for materials like social media advertisements or landing pages, which focus on clearing a doubt or answering a question that your potential prospects are asking. The intent is to educate readers about the problems they are struggling with and entice them to learn about the solution – which might be your company’s product or service.
2. Generate Leads
It also helps B2B companies to acquire leads. The intent here is to get the readers going through your copy to take a desired action, whether that means signing up for your email list, downloading an e-book, or even scheduling a free consultation call. To achieve this, a copywriter develops content that clearly articulates the value proposition of your business and includes a strong CTA.
3. Establish Oneself as an Authority Figure
Great copywriting also helps B2B companies to position their brand as a trusted industry figure or thought leader, which strengthens their company’s reputation. Social media posts on platforms such as LinkedIn and Twitter, where business leaders share their opinion or impart knowledge, is an ideal way to achieve this.
4. Crafting an Exceptional Customer Experience
Customer experience is one of the most crucial aspects of thriving businesses.
If the customers are unhappy with the overall experience and services they receive from a brand, they might not return for more purchases. They may even talk about their negative experience with the brand with others, harming the company’s reputation.
Carefully crafted and compelling copywriting assists brands in ensuring their customers understand their products, effortlessly navigate the website, and more.
The goal is to create a happy and fulfilling customer experience.
5. Encouraging Customers to Complete Purchases
A frequently overlooked issue in B2B business is the potential loss of customers who remain uncertain or postpone their decision, ultimately forgetting about your offerings.
While content marketing aims to inform, nurture and build lasting relationships, copywriting drives customers to click through and act. It is a powerful tool to convince these potential customers to take the leap and become valued clients.
How Do You Write B2B Copywriting?
Follow these B2B copywriting tips for copies that drive optimum results.
1. Research Your Target Audience and Write for Them
Your prospects care more about what you can do for them than what your company does. Rather than churning out content that’s focused on just your company and its products or services, focus on how you will actually help your clients.
Try to figure out your target audience first and uncover problems they are facing that your business can solve for them.
As you create content, focus on using a combination of customer and industry insights.
For instance, consider the landing page of ClickFunnels, which provides services that assist businesses in converting traffic. They demonstrate a remarkable use of copy and keep the reader interested. They start with a question and then go on to offer a solution.
2. Try to Be Specific with Your Copywriting for B2B
Copywriting is a short form of content – within a few words, you have to create an impact. It is best to be specific and provide more detail to your audience. Whether your purpose is to attract leads to convert on a landing page or write an ad copy that drives as much website traffic as possible, precision is appreciated more than generality.
Your audience consists of decision-makers that have a tight-packed schedule and want to know what they will be getting into and what they will get out of your content. How will your services benefit them? Mention precisely that in your B2B copy if you want it to click with your audience.
One of the greatest B2B copywriting examples is Bluehost’s copywriting, that’s simple, specific, and informative. The headline provides a quick summary of what you get, and the pointers add some more details.
3. Make Use of an Easy-to-Digest Format
Easily digestible content is the key to great copywriting, and your readers will value informative blurbs that take them to the point. You must further back your content with data points, facts, and numbers, as decision-makers and C-level executives are more appreciative of such content. It will further add credibility and authority to your business and brand image.
See Grow’s Facebook ad copy that includes its customer acquisition dashboard screenshot for a sneak peek into its features.
4. Include a Strong Call to Action
B2B copywriting always includes a call to action that pushes readers towards a specific action and generates conversions. It’s a convenient way to engage visitors and, more importantly, move them through the sales funnel.
Having a high-quality copy is one thing, but it’s incomplete if you haven’t ended it with a strong CTA. Ensure your CTA is direct and informative, as well as provides value.
Check out the given B2B call to action, which is short and direct. It also mentions “free,” which takes the pressure off the prospect and uses action-backed language (“get started”).
5. Test and Improve
Expert copywriters do not just assume their copy will bring the best results. They use A/B testing to ensure it does. After all, one cannot guess which copy will perform effectively without others’ opinions.
A/B testing can help review everything, from headlines to taglines, articles and ads. It is a testing ground for refining each component and perfecting anything that may perform against the desired results. It helps you adjust the copy according to the metrics and statistics.
Given that only 17% of marketers use landing page A/B tests to improve conversion rates, using them can help you stand apart from competitors. Use A/B testing to test, monitor metrics, improve the copy, and test again until you get it right.
Wrapping it Up
Copywriting is an essential part of B2B marketing strategies. It supports brand awareness, establishes authority, and, ultimately, generates leads.
So, start with understanding your audience, present data and facts in an engaging way, and try to be specific with your content. With that, you will be able to come up with successful B2B copywriting. Remember, the right words have the power to drive conversions.
Looking for a B2B copywriting agency with years of experience in creating amazing copies? Try our expert copywriting services to engage and convert your target audience.
Frequently Asked Questions
1. What’s the importance of copywriting in marketing?
Copywriting plays a key role in helping you achieve your business goals. It targets certain audiences and pushes them to buy your offerings with content that caters to their pain points and persuades them to take action.
2. Is B2B copywriting hard?
B2B copywriting can be challenging for businesses offering complex solutions. It can be tricky to convey technical details persuasively, tailor the message to specific business needs and maintain a professional tone. But remembering to retain simplicity and human touch in the copy, no matter how complex the offerings are, can make B2B copywriting easy to master.
3. What is the difference between B2C and B2B copywriting?
B2B copywriting means you are writing for an audience of professionals and decision-makers seeking business solutions. For this, you must write in a more focused and professional tone, addressing their pain points and offering a viable solution.
Conversely, B2C copywriting focuses on individuals searching for products and services. It involves writing emotion-driven, simple and easy-to-understand content.
4. What is B2B email copywriting?
B2B email copywriting involves writing engaging content for email marketing. It includes creating compelling email subject lines, preview text and body copy, targeting B2B businesses and converting prospects.
With email copywriting, brands strive to create convincing copies that hook and compel the target audience to action.
5. What makes a good B2B copywriter?
Good B2B copywriters take measures to understand the target audience first and write a clear and precise copy to convey the value proposition effectively. They research industry trends, use persuasive language and communicate their ideas professionally. They must also possess solid editing skills, an eye for detail and the ability to meet deadlines.