You are here

Secrets that will help master your B2B copywriting skills

Marry McAleavey, online marketing manager at The Essay Service, presents B2B copywriting advice

Do you ever look at your website and think that it could be better, but don’t know exactly where to begin? That’s the stance of all too many B2B marketers today; products and services that rock, and pages with brilliant design, but nothing spectacular to encompass what’s really going on. These tips will help you strategically target your copy to the right businesses and start getting the conversions you know you’re worth. C’mon - it’s time to unleash the inner content marketing beast.

First, carefully consider who you’re really talking to

Most websites look more like a brochure than a truly solid piece of inbound marketing material. This is where you may be going wrong. It’s okay, though; you’re not alone. Traditional marketing taught everyone to work like this, and the solution is as easy as shifting your perspective. Here’s how today’s business audience is much different than what it once was.

The world is shifting away from infomercials and sales pitches, moving toward a more informed approach to purchasing. If a company is in need of your products and services, they are now going to find you. Through search engines, online networks, and social media, anyone can see who you are, what you have to say about yourself, and - more importantly - what other people have to say about you. Your B2B audience is doing their research.

So, your copywriting should reflect this, and also be directed at the consumer, not all about yourself -- there is an “about” page on your website for that. The first secret to masterful copy is to target your wording to the intelligent, informed customer that’s reading it.

If you take a look at the highest ranking websites, you’ll see that rather than saying, “our platform is built by expert developers and offers social media scheduling to a larger global network than...” authorities speak directly to their target viewer (note: I didn’t say viewers). “Engage with your audience… Manage your social media accounts... “ Statements like these help your reader along, emotionally, in the conversion process. So, use your copywriting to speak to your viewer as if he were really standing in the room.

This is why you didn’t read the word 'viewers' in the last paragraph

Okay, so imagine that you’re shopping for a platform to host your own customer support efforts, and you come across a website that says, “Hey, you guys! It’s good to see you all found this website. It can give all of you the chance to create an exceptional customer experience for the retail, industrial, and manufacturing clients you serve.” What would you think? I would basically be questioning whether or not the platform was even a good fit for my industry while it was so busy serving so many people.

The example above is obviously extreme, and (hopefully) that’s not what your copy is like, but the point is clear. Your copy should be targeted to the reader that is currently on the page. This is the second secret for converting your B2B viewers.

When a reader is on any given page of your website, try to consider how they got there, what problems they have, and how your products or services might provide a solution. Then, write your copy toward that person.

Use the buyer’s journey to help you choose your topics

There is an awesome, easy-to-follow breakdown in inbound marketing called the buyer’s journey. If you start to break things down using this system, you can come up with topics that will appeal to your audience. Using the buyer’s journey to help calculate the best approach for every page of copy on your website is secret number three.

The buyer’s journey is broken down into three parts:

  1. Awareness - A reader is developing interest, becoming aware that there is a business problem your products can provide a solution to at this stage. Someone who doesn’t know that they have an unmet need shouldn’t be approached with a sale. Instead, they should be enticed with an offer such as research, a tutorial, or information. Let those at the awareness stage know that they have a problem.
  2. Consideration - The reader will have become aware of the problem or opportunity as a clearly defined need by this time. Live interactions, such as emails, social media, and webinars are great for the next stage in the game, consideration. At this point, let this business see, first hand, that you can bring them value - prove yourself worthy.
  3. Decision - When the reader is ready to make a decision on how to solve their problem -- they’re deciding what to buy - sales happen. This is where brochure-style literature is handy. Leverage this to create a copywriting plan that will generate real conversions.

If you take some time to integrate this understanding into your writing, page copy will begin to create higher conversions, guaranteed.

Final thoughts

This guide should serve as an advanced tool for you as a B2B representative that wants to skyrocket your online conversions through the roof. By targeting your copy to informed readers, individualizing the experience for the visitor that is on the page, and using the buyer’s journey to send the right message, you can make this happen with ease. Start working on your new copywriting plan today so that you can start seeing the productive changes that you’re looking for.