Do you know marketing managers spend as much as $5.2 billion annually on B2B content marketing? That’s a lot of money, which means there are plenty of opportunities for smart, driven people like you to get in on the action.
Here’s everything about B2B copywriting and what it takes to become a successful B2B copywriter.
Table of Contents
What Is B2B Copywriting?
B2B stands for business to business. B2B copywriting is a form of content creation that helps businesses to sell their products or services to other businesses.
B2B copywriters are in high demand because they can help businesses to create compelling sales materials, such as website copy, landing pages, brochures, sales pages and email campaigns.
As with any form of copywriting, the goal of B2B copywriting is to persuade the reader to take action. It could be signing a contract, purchasing, booking an appointment or learning about a product or service.
Of course, the specific goals will differ from one business to the next.
As a B2B copywriter, you would be writing for a target audience of business decision-makers. This means that your copy needs to be highly accurate and well-researched. You also need to understand the products or services you’re writing about and the industry in general.
B2B Vs B2C Copywriting
B2B (Business-to-Business) and B2C (Business-to-Consumer) copywriting are both forms of marketing communication, but they target different audiences and thus have different characteristics.
This targets businesses. The language is often more formal and technical, focusing on a product or service’s value, features, and return on investment (ROI).
The buying process in B2B is usually longer and involves multiple decision-makers. B2B copy usually includes detailed information to support the decision-making process.
This targets individual consumers. The language is typically more casual and emotional, focusing on the benefits and how the product or service can improve the consumer’s life.
The buying process in B2C is usually more impulsive and personal. The B2C copy aims to create an emotional connection and prompt immediate action.
In summary, B2B copywriting is more informational and detailed, while B2C copywriting is more emotional and action-oriented.
The Most Common Types of B2B Writing
A common misconception about B2B copywriting is that it’s all about creating long, dry, technical documents. However, this isn’t the case at all.
There are many types of B2B content, and the best B2B copywriters can write compelling copy for all of them. Some of the most common types of B2B content include:
- Case studies
- Sales letters
- SEO Blog posts
- Website content
- Email campaigns
- Long-form content
- Direct mail pieces
- business to business
- Social Media Marketing
- Ebooks and lead magnets
- Google and Facebook ads
The best way to become a successful B2B copywriter is to understand the different types of content and how to write compelling copy for each.
What Are The Skills You Need to Be a B2B Copywriter?
The best B2B copywriters have a mix of hard and soft skills. Hard skills are the technical skills you need to do the job, such as writing and research.
On the other hand, soft skills are the qualities that make you a good fit for the job, such as communication and problem-solving.
Some of the most important skills for B2B copywriters include:
This one is pretty obvious. As a B2B copywriter, you need to have strong writing skills. This means being able to write clearly and concisely, as well as being able to convey complex concepts in simple terms.
A large part of the B2B copywriting process is research. You need to be able to find and evaluate information sources and synthesize complex data into easy-to-understand insights.
B2B copywriters need to communicate effectively with their clients and audiences. This means understanding the client’s needs and objectives and explaining the benefits of the products or services in plain language.
B2B copywriting requires finding creative solutions to difficult problems. For example, you might need to develop a new way to position a product or develop an innovative solution to a common pain point.
B2B copywriters need to think critically about the information they’re presented with. This means identifying false claims, spotting errors, and seeing both sides of an argument.
B2B copywriters often have tight deadlines and many projects on their plate. They must be able to prioritize and manage their time effectively.
How to Become a B2B Copywriter?
You don’t need a degree in English. YES!!!
To be a B2B copywriter, you must have strong writing skills. You must also know how to write persuasively. Moreover, you need to do tons of research, ask as many questions as possible, understand the needs of businesses, and craft messages that will appeal to them.
To become a successful B2B copywriter, use the following steps as a guide:
1-Read, Read, and Read Some More
The more you read, the more refined your writing will be. I would recommend some great books or resources to learn B2B copywriting, for example, Copyhackers and an awesome book, “Obviously, Awesome” by April Dunford.
2- Write Every Day
Yes, write every single day. Write something daily to keep your skills sharp, whether a blog post, an article, or just a few paragraphs.
For motivation, you can also find a writing partner. A writing partner can help you improve your skills, give feedback, and push you to improve.
3- Get Some Experience As a B2B Copywriter
To learn the ropes of B2B copywriting is to get some experience under your belt. One way to do this is to take on some freelance projects.
You can also apply for entry-level jobs or internships at marketing or advertising agencies. Find these jobs on Linkedin or other freelance platforms like Fiverr or Upwork.
4- Develop Your Skills As a B2B Copywriter
Develop your skills as a writer. Take some courses in copywriting or marketing. Read books on the subject or even practice writing on your own.
You can take the conversion copywriting course on LinkedIn by Joanna Wiebe or go to the copy hackers website to find a course that suits your needs.
Moreover, a B2B copywriter must know some basic SEO. There are loads of online courses to learn SEO, ranging from beginner to expert level. Semrush Academy has some great free SEO courses that you can take to improve your skills.
5- Build a Portfolio
As a B2B copywriter, your portfolio is your calling card. A portfolio is a collection of past content you created. The goal is to exhibit your skills to potential clients.
A well-rounded copywriting portfolio contains various types of writing, such as blog posts, ad copy, SEO copywriting samples, landing page copy, website copy, guest post samples, etc.
Showcase your best work and include relevant statistics or case studies showing your results.
You can write articles on Linkedin and Medium or create your blog or website on WordPress or any other medium to showcase your work.
You can contribute to other websites as well. While beginning writers may not be able to get authority blogs, sites like Ezine would be delighted to include your material.
6- Networking and Building Relationships
B2B copywriting is a competitive field. It’s important to network with other professionals in the industry. Attend marketing events, join relevant online forums, or start your blog or podcast. The objective is to get your name recognized and build relationships with other professionals in the industry.
You can also connect with other copywriters on social channels such as Facebook, LinkedIn or Twitter. These platforms are ideal for meeting people and building relationships with professionals in your field.
7- B2B copywriter Stays Up To Date
Marketing and advertising are always evolving. Staying current on the latest trends is important. Read industry news, follow thought leaders on social media, or attend conferences and webinars.
Staying updated with the latest trends will make you a better B2B copywriter.
8- B2B Copywriter Keeps Learning
Consider taking a course online to improve your skills or learn about copywriting. Many resources can teach you the ropes of copywriting, from books to online courses to blogs such as Kissmetrics Blog and Hubspot.
14 B2B Copywriting Strategies That Convert
As a business-to-business or B2B copywriter, you aim to generate leads and drive client conversions. But to do that, you must first understand what makes B2B buyers tick.
What are their pain points? What are their goals? What kind of language do they respond to? Only then can you craft B2B copywriting that resonates with your audience and gets them to take action.
Here are 14 B2B copywriting strategies that will boost conversions:
1. Write For the Decision-Maker
When you’re writing B2B copy, it’s important to remember that you’re not writing for the general public. You’re writing for business decision-makers looking for solutions to their problems.
Your copy should be laser-focused on addressing those pain points and offering a clear solution. It should be easy to read and free of jargon or fluff.
2. Research, Research, Research
B2B copywriting is always a winner when backed by solid research. Do a lot of research before you start writing. This means learning about the company you’re writing for, its target market, its competitors, and its products or services.
And how can you do that?
To get in the mind of your target business, consider doing some market research. You can talk to businesses in your target market, read industry publications and online reviews, and attend trade shows and conferences.
The more you know, the better equipped you’ll be to write copy that hits the mark.
3. Use Persuasive Language
After understanding your audience, consider the language you’ll use in your B2B copywriting. And since you’re trying to persuade business decision-makers, using clear and persuasive language is important.
Some persuasive words and phrases in your B2B copywriting could be:
- Save time/money/resources
The language you use in your B2B copywriting can significantly affect conversion rates. That’s why it’s important to use persuasive language that speaks to the needs of your audience.
Another example is using words like “you” and “your”. It can help create a more personal connection with your clients. And using the power words like “guaranteed” or “free” can help increase the likelihood of conversion.
4. Focus on the Benefits That the Features Bring
When writing B2B copy, focus on the benefits more than the features. In other words, don’t just tell your readers what your product or service does. Tell them how your product or service will make their lives easier or help them grow their business.
Let’s say you’re writing copy for cloud-based accounting software. Rather than listing off its features, such as online invoicing, automatic backups, etc., highlight how it will benefit the reader. You can say, “With XYZ accounting, you can cut time on bookkeeping and focus on growing your business.”
5. Appeal to Emotions
While focusing on benefits, you must appeal to buyers’ emotions in your copy. But keep it more rational rather than going too overboard with the emotions. After all, even business decision-makers are human beings influenced by their feelings and emotions.
Some emotions that you can appeal to in your B2B copywriting include:
- Pride: Highlight how using your product or service will make them look good to their peers or superiors.
- Excitement: Focus on how your product or service can help them achieve their goals.
- Safety: Show them how your product or service can help them avoid risks or problems.
- Urgency: Show them your time-sensitive product or service and how they must act now.
- Scarcity: Create a sense of urgency by showing them that your product or service (or a lifetime deal in the case of SaaS) is in high demand and running out fast.
Remember, you want to appeal to buyers’ emotions without appearing too salesy. The goal is to get them to see how your product or service can make their lives better. Your copy should resonate with them on an emotional level.
“Copy cannot create a desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people and focus those already-existing desires onto a particular product.“— Eugene Schwartz, Author of Breakthrough Advertising
B2B Copywriting Emotional Triggers
Some other B2B emotional and psychological triggers you can try to tap into include:
- The fear of failure
- Fear of missing out (FOMO)
- The need for social validation
- The fear of making a bad decision
- The desire to belong or fit in a community or group.
6. Use Data to Support Your Claims
B2B buyers are skeptical by nature. They want hard evidence that your product can deliver on its promises. So, back up your claims with data from case studies, customer testimonials, third-party research, etc. The more specific, the better.
For example, rather than saying, “Our accounting software will save you time“, try something like, “On average, our customers save 4 hours per week on bookkeeping with our accounting software“.
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7. Write Headlines That Pack a Punch
Your headline is often the first thing that B2B buyers will see. So it’s important to ensure it’s attention-grabbing and relevant to their needs.
A good rule of thumb is to keep your headlines short, sweet, and concise. Avoid using jargon or overly complicated language. And be sure to include a call-to-action (CTA), so readers know what you want them to do next. (more on CTA later)
8. Structure Your Copy For Easy Skimming
When businesses, especially executives, read online, they tend to skim rather than read every word. So it’s important to structure your B2B copy to make it easy to scan.
That means using short paragraphs, bullet points, and plenty of white space. You can use headlines and subheads to break up the text and make it easier to navigate.
9. Be Clear and Concise
Be clear and concise when writing for businesses. They don’t have time to read lengthy, rambling paragraphs. So, get to the point and make your case as few words as possible.
Remember, businesses are looking for solutions to their problems. They don’t want to read a novel; they want to know what you can do for them and how you can help them resolve their problem and grow their business.
10. Use Powerful Calls to Action (CTAs)
Congratulations! You’ve hooked readers with your persuasive B2B copy and easy-to-skim structure. Now it’s time to include a powerful call to action (CTA) that tells them what you want them to do next.
Your CTA should be specific, actionable, and easy to understand. It should be placed on the page so readers can’t miss it. Some examples of strong CTAs for B2B copywriting include:
- Learn more
- Start for free
- Download now
- Request a demo
- Get started today
- Get your free trial
- Claim your offer now
- Contact us to learn more
11. Use Visuals to Complement Your Copy
Adding visuals to your B2B copy breaks up the text. It also makes your arguments clearer and more visually appealing.
So, don’t be afraid to use visuals such as images, infographics, charts, and graphs to back up any claims in your copy. Ensure the visuals are high-quality and relevant to your topic.
You can also compare your product with a competitor through visual charts. This will help the potential customer to understand better what you are offering.
12. Pay Attention to SEO
When writing B2B copy, paying attention to SEO (search engine optimization) is important. That means using the right keywords and phrases in your copy. That way, buyers can easily find your content, products or services, who are searching online for solutions like yours.
Ensure your website is optimized for SEO. That means having a mobile-friendly design, fast loading speed, and easy navigation. All these factors will help boost your site’s ranking in SERPs, leading to more traffic and conversions.
13. Edit, Edit, Edit!
Edit your B2B copy thoroughly before you hit “publish.” Look for typos, grammatical errors, and ways to improve clarity.
Having someone else read your copy before you publish it can also be helpful. The second set of eyes can often catch things that you’ve missed.
14. Test, Test, Test
Once you’ve written your B2B copy and implemented the above tips, it’s important to test, test, and test again. Try different headlines, CTAs, and visuals to see what works best for your audience.
A/B test your website to see which version of your copy is more effective at converting visitors into leads. Just remember, testing is an ongoing process. So, be prepared to make changes and continue testing as you go.
By following these tips, you can set yourself up for success as a B2B copywriter. Always keep your buyer personas in mind and focus on delivering clear, persuasive, and benefits-driven copy.
How to Write Persuasive B2B Content?
As a B2B copywriter, your job is to persuade businesses to take action. Whether you’re persuading them to buy a product or sign up for a demo, your goal is to get them to say “yes.”
Persuasive copy is about understanding your audience and delivering a message that meets their needs. To write persuasive copy, you must understand what businesses want and what motivates them.
You also must be able to craft a compelling argument. This is where the copywriter’s job comes in. She must write content that will persuade them to perform the action you want them to do.
A few tips for writing persuasive copy are:
- Use power words.
- Make your argument clear and concise.
- Use strong visuals to support your argument.
- Know your audience and what motivates them.
- Craft a message that resonates with their needs.
Be Prepared to Work Hard
Copywriting is a competitive field. If you want to be successful, you need to work hard. This means being proactive, always learning, and constantly improving your skills.
It also means networking and building relationships with other industry professionals. The more people you know, the more opportunities you’ll have to land assignments and grow your career.
If you’re ready to work, there’s no reason you can’t be a successful B2B copywriter. Remember to brush up on your B2B copywriting skills, understand businesses, research, write persuasive and conversion-focused copy and work hard but smart.
With these things in mind, you’ll be well on your way to a successful career in B2B copywriting.
Frequently Asked Questions About B2B Copywriting
What Is the Difference Between B2B and B2C Copywriting?
B2B (Business-to-Business) copywriting targets businesses, focusing on value, features, and ROI. It uses formal and technical language. It often includes detailed information due to a longer buying process involving multiple decision-makers.
B2C (Business-to-Consumer) copywriting targets individual consumers, emphasizing benefits and personal improvement. The language is casual and emotional. It aims to prompt immediate action due to a more impulsive buying process.
B2B Copywriting can be a great way to start your freelance business. By understanding the basics of B2B copywriting and developing a strong portfolio, you’ll be well on your way to finding success as a freelance copywriter.
What Does a B2B Copywriter Do?
A B2B copywriter creates written content for businesses selling to other businesses. They write for various mediums like websites, blogs, and emails, focusing on the product’s value and ROI. Their goal is to persuade businesses to purchase, often using SEO strategies for better visibility. They work closely with marketing and sales teams to align content with the company’s strategy.
Is B2B Writing Hard?
Whether B2B writing is hard can depend on several factors, including:
- Your familiarity with the industry,
- Your understanding of the target audience,
- Your ability to convey complex ideas in a clear and engaging manner.
B2B writing often involves dealing with complex, technical subjects and requires a deep understanding of the business’s products or services and their industry. It also requires the ability to write persuasively to influence business decision-makers.
However, with practice, research, and a clear understanding of the audience’s needs and pain points, you can become successful in B2B copywriting. Like any skill, it can be challenging at first, but it becomes easier with experience and continuous learning.
What Makes a Good B2B Copywriter?
A good B2B copywriter:
- Understands the Audience: They know the target industry’s needs, challenges, and language. They can speak directly to the business’s pain points and goals.
- Research Skills: They can delve into complex topics, understand them, and translate them into clear, compelling copy.
- Technical Knowledge: They’re comfortable with industry-specific jargon and can explain complex concepts in an accessible way.
- Persuasive Writing: They can craft compelling narratives that convince businesses to take action, focusing on benefits and ROI.
- SEO Knowledge: They understand how to incorporate keywords and SEO strategies to improve content visibility.
- Collaboration: They work well with marketing, sales, and product teams to align content with the company’s goals.
Who Is B2B Saas Copywriter?
A B2B SaaS copywriter is a professional writer. They specialize in creating persuasive and engaging content for businesses that sell Software as a Service (SaaS) products to other businesses.
It’s also important to build relationships with other professionals in the industry and stay up to date with the latest trends and changes. You can be a successful B2B copywriter with a little hard work and devotion.
I hope you enjoyed this comprehensive guide on how to become a B2B copywriter. If you have any questions, please feel free to message me. I’d love to hear from you!
About the Author
Madiha is a results-driven B2B copywriter and graphic designer who aims to help SaaS startups and serial entrepreneurs achieve exceptional growth. With a passion for crafting persuasive content, Madiha brings a unique blend of creativity and strategic thinking. Madiha’s SEO prowess is evident through her track record of ranking content on the first page of Google.
With a results-driven approach, Madiha is dedicated to making a measurable impact on clients’ businesses. Connect with Madiha today to embark on a journey of unparalleled success, where their creative skills will help craft the narrative that propels your venture forward.
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