6 Tips for Writing B2B Copy That Will Boost Your Conversion Rate
When it comes to audience engagement, B2B copywriting doesn’t differentiate from B2C in regards to lingo or personalization. After all, both audiences are people with emotional triggers, moral values, and ambitions.
However, B2B copy does differ when it comes to goals. Writing B2B copy is all about presenting your brand’s value proposition in a manner in which different companies will find it personally beneficial. In fact, B2B businesses that adopted personalized content strategy found it to be 80% more effective.
Adopting such an approach in B2B copywriting will allow you to engage more readers and subsequently convert them into B2B partners and clients.
Since 93% of B2B companies are taking advantage of content marketing, you need to write effective copy if you want to attract new clients.
So, what are the intricacies of B2B copy, and how can you utilize it so that your conversion rate goes up in 2020?
Benefits of Improving your B2B Copywriting
Having amazing copy can be somewhat like having a salesperson available online 24/7. Once you get your copy out there, it will work on bringing you new clients even when no one else is.
Here are some reasons why improving your B2B copy can be transformative for your business:
- When done right, copywriting can boost your sales rate.
- Copywriting can present your business as trustworthy and reliable.
- Great copy can spread your business message to the world.
- An optimized copy can bring more traffic to your site and increase your chances of conversion.
- A targeted copy can help you achieve different goals, from attracting specific clients to growing your contact list.
B2B Copywriting Principles to Apply
Now, let’s dive deeper into specific principles you can apply to improve your B2B copywriting.
1. Start with a Brief and an Outline
Planning out your copy will ensure that you create relevant messaging with a natural flow. To convert businesses, you’ll need to impress them through several (NOT one) pieces of copy. For example, this can start from the “About” page, then leading them to the “Product/Services” copy, and finally winning them over with the “Features” copy.
Briefs and outlines play an important role in helping you craft copy that provides businesses with guidance. They allow you to create that correlation between your different types of copy. Moreover, they help you pinpoint any potential missing points or confusing segments.
It’s also easier to revise, rethink, and change your copy ideas while they are still in the form of a brief or outline. And this way you’ll get to discover your strategic direction before you execute the copy.
A brief can summarize your plans for the copy (including the goals and topics you plan to cover). While the outline can help you plan out the skeleton for the copy.
To create a copy outline, you can follow these steps:
- Choose a topic
- Brainstorm the key points
- Organize your ideas for the best flow of the copy
- Expand your key points
- Review your outline as a whole
2. Rely on Industry Keywords & Expectations
Maximize your copy’s potential by optimizing it. More than 75% of B2B traffic is coming from organic and paid search. Adding industry keywords will bring relevant traffic to your site and, thus, present your copy to the right people.
To capitalize on that traffic, your copy should embody industry expectations. What are businesses looking for in your industry?
Pinpoint the right keywords and most common search queries with the help of keyword research tools. These tools are also useful for defining industry expectations as you can find out what businesses in your niche are most interested in nowadays.
Some keyword research tools you can use are:
- Google Ads Keyword Planner tool
- AnswerThePublic (surface question-based queries that can get you traffic)
Sometimes the most challenging part of SEO can be naturally embedding these keywords within your copy. Keywords mustn’t disrupt the copy’s flow. If you need some help with this, you can turn to writing services such as TrustMyPaper and WowGrade. Professional writers and editors can add the main keywords while maintaining the high-quality of your written copy.
3. Include Reputable Data & Social Proof
Studies have shown that 92% of B2B buyers are more likely to buy a product or a service after reading a review. In addition, reviews can boost conversion rates by 270%.
Social proof can help you experience that increase in conversion. You can’t expect a business professional to trust your company without any supporting facts. That’s why you need social proof. And that’s why you need data.
Data shows that you have specific numbers as proof of your efficiency. Rather than making potential clients assume what you can do, show them.
As most B2B customers conduct online research prior to getting in touch with sales representatives, you need to convince them to get in touch with you. This is where social proof steps in.
If possible, try to feature up to 10 reviews since 85% read that many reviews before they start feeling like that business is trustworthy.
4. Business Benefits First, Personal Second
B2B buyers base their purchasing decisions on the benefits that the product or service can bring them. They want to know how your product can improve their work. Can it help them reduce costs? Can it increase their productivity? Or improve their profitability?
“In B2C copy, it’s all about reaching customers on a more personal level. In B2B copy, that changes. B2B customers don’t think about their personal gain, but the gain of the company, which is why putting the focus on how the product can benefit the company is what matters,” shares a B2B copywriting writing specialist and contributor writer at SupremeDissertations, Mark Bailey.
Educate the buyers on how your product can save them money, time, or resources. That should be your priority.
Businesses rely on logical buying decisions, therefore, you need to adhere to their logic. The purpose of your copy is to help them make a rational and justifiable buying decision by presenting the benefits.
5. Keep your Copy Focused & Professional
For B2B customers, your copy represents your business. How you write your copy will reveal more about what your business is all about.
To convince the potential clients that you are committed, professional, and direct, create a copy that embodies those characteristics.
Beating around the bush or writing about unnecessary things will make you seem confused. On the other hand, a language style that is overly friendly or humorous won’t show your seriousness in business.
Use a professional tone that is appropriate for your brand, target audience, and presents you as an industry expert. Also, keep your copy focused on the topic in question at any given time to show that you are straightforward when it comes to business.
6. Edit & Format Based on Brand Standards
Your copy is just as part of your brand as any other branding aspect. Therefore, it needs to be in line with your brand standards.
The copy should help potential clients to understand your brand’s voice, style, and tone. Build your copy to present your brand in the best light.
Edit and format your copy to perfectly align with your brand’s image. Pay attention to the appropriate use of branded terms, tone and voice, consistent formatting, point of view you’re writing from, etc.
B2B copywriting is crucial for your content marketing strategy. When you use copywriting to its full potential, alongside effective designs, it can be an incredibly powerful conversion tool.
The above-mention tips aim to help you discover the power which great copy carries. Try applying these principles to your copywriting if your goal is to bring more potential customers to your website, and turn them into loyal buyers.
Guest Blogger Bio: Marques Coleman is a professional writer who specializes in marketing and copywriting. Brands and business owners rely on his expertise to create compelling content that will win over their clients. Marques cooperates with some of the top essay writing websites like ClassyEssay, GrabMyEssay, and TopEssayWriting. He is also a content creator for Subjecto, where he uses his theoretical knowledge from the university along with practical industry skills. When he is not working, Marques dedicates all his free time to traveling and exploring new destinations.