B2B Copywriting Services
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If you have an exciting business-to-business (b2b) proposition for your product or service, it is essential that you promote it in the right way; a way that is informative, focussed, clear and, most importantly, a way that sells. B2B copywriting requires a different set of skills to those needed when writing for consumers – skills that only the professional b2b copywriter possess.
At Connotations, we deal in words and can provide you with quality copy that engages your audience.
How the Connotations B2B Copywriting Service Can Help
You have the idea and we have the skills needed to communicate the features and benefits of that idea in a style and a tone of voice that resonates with the reader.
Writing for people, writing for you.
Despite the obvious business element, b2b writing is not about delivering content in corporate speak; it’s about talking directly to the people within a business. After all, it is people that have an invested interest in what it is you have to offer. This is what makes our B2B copywriting service stand out from the rest – we understand people.
Our professional b2b copywriter team are among the very best and are experienced in getting results – this means providing you with copy that sells. We recognise what makes people respond positively to the written word and, as such, know how to deliver it.
To get results, good b2b copy must be three things: relevant, appropriate, and persuasive. This requires content to include the following characteristics:
- an engaging and natural voice
- a clear audience understanding
- specific and concise information
- a demonstration of what you are saying is believable
- clear marketing objectives
- a call to action.
At Connotations, we deal in words and can provide you with quality copy that engages your audience.
When it comes to relaying your ideas to other businesses, you only have a small window of opportunity to compel and convince them that what you have is worth having. Let our b2b writer team help you make the most of that opportunity.
If you would like to order B2B copy, or would otherwise like to find out more about our B2B Copywriting Service, drop us a line by filling out the form below and hitting ‘submit’. If you’d like a call-back, just leave your phone number in the required box. We typically reply to all communication within a couple of hours or so during business hours.
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B2B Copywriting – The Art of Selling
In business, there are two broad types of marketing: business-to-consumer (B2C) and business-to-business (B2B). You might sell to consumers, you might sell to businesses, you might even sell to both, but how you do so will be very different; not it terms of end goal – that will always remain the same: to connect your brand with customers – but in the way you produce and market the content that ultimately seals the deal.
B2C copywriting is everywhere, all the time – a constant barrage of internet advertisements and double page magazine spreads that chip away at our subconscious. If you are looking for examples, think Nike, McDonald’s, Apple, and Coca-Cola.
B2B copywriting is not anywhere near as visible, but it is just as widespread and equally as effective (when done well) in achieving its objective.
The Long-Term Relationship
In B2C business, purchases are made on an emotional basis and copywriting is crafted in a way that encourages an immediate sale. B2B business is much more nurturing than this, opting for a long-term relationship rather than a short-term fling.
A business-to-business relationship is developed and ongoing; the sales process takes longer and decisions are rational and calculated – the head typically overruling the heart.
When selling your products and services to another business, the deciding factor is based on how what you have to offer can benefit productivity and profitability. Because of this, copywriting must focus on factual information, educating and entertaining the reader as to how your business can help them. Essentially, what a B2B marketing strategy comes down to is you being the most reliable and insightful source in your niche.
So how does B2B copywriting work to establish you as a thought leader and establish those long-term relationships you so crave?
This happens on a number of levels.
Get your B2B copywriting requirements fulfilled by the experts at Connotations. Contact us for a quote.
Focus on the Reader
First of all, despite being marketed towards a business and not a specific individual, copy will focus on the reader, as if written for that person only. Copywriters – and this is what sets them apart from many writers – will never become caught up in admiring their own work. The only opinion that really matters in B2B is that of the reader – if they are not convinced then all hope is lost.
The language and the style of writing used are also fundamental in successful copy. An understanding of your audience, and how to write words in a way that is clear and easily digestible, is a skill of the craft that can only be mastered over time. Every reader is different; one could be educated to degree-level, while another has no form of college education at all. Regardless of his or her skills, stature, or background, every reader must be spoken to in the same way. Copywriters will not attempt to bamboozle someone with endless industry-jargon, but they will not insult their intelligence either. The balance between copy that sells and copy that flops is a fine one, but it is one that a good wordsmith is able to negotiate with aplomb.
Persuasion over Creativity
If it doesn’t sell, it isn’t creative. – David Ogilvy
In the world of B2B copywriting, persuasion rules over creativity. You can create a masterpiece but if it doesn’t sell then it is not worth the paper (or website) it’s written on. David Ogilvy, the late, great ‘godfather of advertising’, was always tough of copywriters that did not work within these principles.
Every Word Must Count
In order to increase investment in your business, every word must count. There is no place for rambling or digressing in copywriting – a piece must be as concise as possible. This doesn’t necessarily mean a piece has to be short – long-copy has been shown to work best for online lead generation – it just means that every sentence has to provide a gateway to the next. Words must resonate with the reader so that they are enthused enough to carry on reading.
Play on Emotions
Finally, copy must never discount emotion. Yes, I know we talked earlier about B2C being the place for emotion and B2B being much more measured, but the fact is, emotions will always creep in, especially if the person reading about your product is the business owner. B2B must always lead with good, factual information, but playing the emotional card never does any harm.
To get results, good B2B copy must be three things: relevant, appropriate, and persuasive.
Benefits over Features
A short, hypothetical story …
A customer in a store is eyeing up a new computer and has two options in mind – one a bit more expensive than the other. Naturally, the sales representative, looking to close a deal, wants to persuade the buyer to go home with the more costly system. “This computer, sir, has a quad core processor and 8GB of RAM,” the salesperson explains, in an attempt to justify the extra outlay.
The customer has no idea what this means and, in truth, is not particularly interested; all he wants is a new computer for work, internet, and downloading music and movies. Unmoved by the salesperson’s attempts, the customer walks away with the less expensive system.
The salesperson has failed in his task to earn his company more revenue because he was selling a feature. In B2B marketing, no one buys features – they buy benefits.
Now, if the salesperson had said, “This computer, sir, has a faster processor and more memory, making it perfect for multitasking and allowing more room for storing music and movies,” he might have had more success because he would have sold the benefits rather than expecting the customer to figure them out on his own.
What difference do the features of your products or services make to the customer? How will these differences make their life easier? Business-to-business copywriting always explains the benefit first, eliminating any need for the customer to make the progression from feature to benefit on his or her own.
A good copywriter will produce work that:
- identifies the key drivers of a business
- finds the connection between those drivers and your solution
- sells the benefits of your solution to the business drivers.
The Multi-Layered Approach
The ultimate aim of B2B copywriting is to help your business increase revenues. This is done by producing wide-ranging content in different areas. John Jantsch of Top Rank Online Marketing says that content must be used as “a tool that moves prospects from awareness to conversion,” and should focus on the following five areas:
- Trust Building – Bridging the gap from general awareness to a trustworthy source through ‘how to’ content, reviews, testimonials, and articles.
- Educational – Give prospects that are hungry to find out more an in-depth look at your business with eBooks, newsletters, and FAQs.
- Community Contributed – Get your customers involved in your product to increase loyalty with testimonials, guest blog posts, and reviews.
- Filtered – Aggregate the content of others by sharing on social media and using custom RSS feeds.
- Conversion – Provide prospects with the final piece of information they need to convert them into buyers with case studies and documented results.
This multi-layered approach is challenging, but hugely rewarding when used correctly and it will work to sell the benefits of your business and create the long-term relationships that future-proof your business.
B2B marketing is an art form played out with words; at Connotations, we use these words to help you sell.
Top Rank Online Marketing – http://www.toprankblog.com/2012/10/content-your-community-craves/
What exactly is B2B copywriting?
To answer this question effectively, let us break it down into two parts, beginning with the B2B component. B2B is an acronym that stands for business-to-business. Its counterpart in the content creation industry is business-to-consumer (B2C) copywriting.
Let’s say one of our clients is a mass producer of after-market car parts. They aren’t selling those car parts to retail customers who like to repair the own cars. They are selling to distributors and repair garages. Their copywriting needs to be targeted to those kinds of customers.
The copywriting component simply describes the kind of content we’re talking about. Copywriting is about providing the kind of information needed to make a sale. Therefore, B2B copywriting is about producing effective copy that encourages business customers to consider purchasing a specific product or service.
Is B2B copywriting very different from other forms of copywriting?
B2B copywriting is similar to other forms of copywriting in some ways, very different in others. The differences lie mainly in the target audience and the kinds of topics covered.
As B2B copywriting is targeted to business and corporate clients, the language used can be very different. Industry terminology would be used where similar content for retail customers would be more apt to use common vernacular. Furthermore, this kind of copywriting tends to be more technologically targeted to the specific industry to which it relates.
Topics for B2B copywriting are also more limited. Connotations wouldn’t produce a generic business piece for a project in which the client was looking for a more targeted topic. In many cases, clients give us the topics rather than asking us to come up with them on our own.
Can B2B copywriting be effectively used for SEO?
In a word: absolutely! All kinds of online content can be used to improve SEO performance across the board. The key to maximising SEO is not developing a certain category of content; it is creating your content in such a way as to meet the standards of search engine algorithms from Google, Bing, Yahoo! and others.
Connotations produces SEO-friendly B2B copywriting by constantly adhering to the most up-to-date industry standards. We use targeted keywords and phrases, we make use of headings and subheadings, we utilise bulleted lists where appropriate, and we strive to make sure all our content is relevant and linkable. Connotations will never knowingly employ black hat practices to promote B2B copy for SEO purposes.
Does Connotations' B2B writing service include white papers and case studies?
Technically, no. Connotations does produce both white papers and case studies for our clients, but they are offered under entirely separate services. Why? Because B2B copywriting is a very specific kind of copywriting that differs from white papers and case studies in length, structure, and purpose.
Copywriting is a kind of writing that produces short, descriptive content for sales purposes. Case studies and white papers are just the opposite. They are rather long pieces intended to provide a lot of information and detail. We categorise them separately so that our clients are better able to understand what they can expect when they place an order with us. If you ever have questions about what B2B copywriting actually looks like, don’t hesitate to contact us for more information.
How can B2B copywriting help my business?
B2B copywriting is a form of writing that entails multiple goals. The first goal is one of providing some sort of relevant and useful content that will help establish better relationships with customers. To that end, we believe B2B content should in some way inspire. Readers should be inspired to think of things in different ways; they should be motivated to do things differently; they should be spurred to be more creative.
The second goal of B2B content is to increase conversion rates by establishing authority. B2B customers are looking for the kind of information that tells them a vendor is worth getting to know and, ultimately, doing business with.
If your B2B content does both these things, it will be beneficial to your business. Connotations would be more than happy to create effective B2B content that will engage with your customers and establish your authority as their vendor of choice.
Is B2B more important than B2C copywriting?
From time to time, we have clients who offer products and services both to retail customers and business clients. As such, they utilise both B2B and B2C writing. One is not necessarily more important than the other – unless the client places more emphasis on one of the two groups.
B2B writing is characterised by creating content suitable to other business enterprises that might use the company’s products or services. It may be different from B2C in terms of structure and presentation, but the result is still one of reaching potential customers with your message. Obviously, a company that does little or no business at the retail level would choose B2B over B2C writing.
How important are demographics to B2C copyrighting?
In the world of SEO, it is critical to understand your audience so that you know how to target them with content. That means demographics are very important. If you’re trying to reach a millennial audience, for example, you want your B2C copywriting to reflect their values and life perspective. A different presentation would be appropriate for an older demographic consisting of people in middle age or their pensioner counterparts.
When our clients place a B2C copyrighting order, we can only create content based on demographic information they provide or our own best guess. We would prefer not to guess. The more information clients can give us regarding their target audience, the better we can create effective content that will achieve the desired goals.
Should B2B writing focus on a particular word count?
The word count question is one we hear a lot in relation to B2B writing. Like other forms of online content, word count is not as important as it once was. What is more important is the quality of the information offered in a piece of content. This is especially true in the B2B setting. B2B clients are looking for real value. And being that B2B customers are businesses and professional organisations, they are more adept at discerning the difference between quality and fluff. Always prefer quality over a particular word count for B2B writing. Word counts only make a difference when B2B writing involves guest posting on sites with specific requirements.