Although B2B copywriting is an exciting yet competitive niche, a B2B copywriter has a high demand in every B2B niche possible.
Do you know marketing managers spend as much as $5.2 billion every year 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 some information about B2B copywriting and what it takes to become a successful B2B copywriter.
What is B2B Copywriting?
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 content, brochures, and email campaigns.
As with any form of copywriting, the goal of B2B copywriting is to persuade the reader to take action, whether signing a contract, making a purchase or simply learning more about a product or service. Of course, the specific goals will differ from one business to the next.
The Most Common Types of B2B Content
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 different 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:
- long-form content
- Website content
- SEO Blog posts
- Whitepapers
- Case studies
- Sales letters
- Email campaigns
- Direct mail pieces
- Ebooks
- Infographic
- Social Media and Google Ads
These are just a few examples of B2B content that are out there in the B2B copywriting realm. 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 one.
What are the Skills You Need to Become a B2B Copywriter?
The B2B copywriter requires a mix of hard and soft skills. Hard skills are the technical skills you need to do the job, such as writing and research.
Soft skills, on the other hand, are the individual qualities that make you a good fit for the job, such as communication and problem-solving.
Some of the most important skills for a B2B copywriter include the following:
1. Writing
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.
2-Research
A large part of the B2B copywriting process is research. You need to be able to find and evaluate sources of information, as well as being able to synthesize complex data into easy-to-understand insights.
3-Communication
B2B copywriters need to communicate effectively with their clients and target audiences. This means being able to understand the client’s needs and objectives, as well as being able to explain the benefits of the products or services in plain language.
4-Problem-solving
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.
5-Critical thinking
B2B copywriters need to be able to think critically about the information they’re presented with. This means identifying false claims, spotting errors, and seeing both sides of an argument.
6-Time-management
B2B copywriters often have tight deadlines and many projects on their plate. This means being able to prioritize and manage your time effectively.
How to Become a B2B Copywriter?
You don’t need a degree in English. YES!!!
If you want to be a B2B copywriter, you need to have strong writing skills and be able to write persuasively. Moreover, you need to do tons of research, ask as many questions as possible, understand the needs of businesses and be able to 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 it’s 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 you feedback, and push you to be better.
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 look for internships or entry-level jobs at marketing or advertising agencies or find one on Linkedin or other freelance platforms such as Fiverr or Upwork.
4- Develop your skills as a B2B Copywriter
In addition to getting some experience, you need to develop your skills as a writer. One way to do this is to take some courses in copywriting or marketing.
You can also read books on the subject or even just 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.
In addition to copywriting skills, a B2B copywriter should also know some basic SEO. If you want to learn SEO, there are loads of online courses ranging from beginner to expert level. Semrush Academy has launched some pretty awesome 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 B2B copywriting portfolio is a collection of the past content you created. The goal of a portfolio is to exhibit your skills to a potential client.
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. Make sure to showcase your best work and include any relevant statistics or case studies that show the results you’ve achieved.
You can write articles on Linkedin and Medium or create your own blog or website on WordPress or any other medium to showcase your work.
However, you may contribute to other websites if you’re not writing for your blog. While beginning writers may not be able to get authority blogs, sites like Ezine would be delighted to include your material.
6- B2B copywriter focus on Networking and building relationships
B2B copywriting is a competitive field, so it’s important to network with other professionals in the industry. Attend marketing events, join relevant online forums, or even 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 media platforms such as Twitter or LinkedIn. These platforms are ideal for meeting people and building relationships with professionals in your field.
7- B2B copywriter stay up to date
Marketing and advertising are always changing, so staying current on the latest trends is important. Read industry news, follow thought leaders on social media, or attend conferences and webinars.
Staying up-to-date with the latest trends will help you stay ahead of the curve and be 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.
B2B Copywriting Strategies That Convert
As a business-to-business or B2B copywriter, your ultimate goal is to generate leads and drive conversions for your clients. But to do that, you must first comprehend what makes B2B buyers tick.
What are their pain points and their goals? What kind of language do they respond to? Only then can you craft B2B copywriting that resonates with your target audience and gets them to take action.
Here are 14 B2B copywriting strategies that will increase 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 who are looking for solutions to their specific 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
The B2B copywriting is always a winner when it’s heavily backed by solid research. You need to 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
Once you understand your target audience well, it’s time to start thinking about the language you’ll use in your B2B copywriting. And since you’re trying to persuade business decision-makers to take action, it’s important to use clear and persuasive language.
Some persuasive words and phrases to consider using in your B2B copywriting include:
- Proven/guaranteed
- Results-driven
- Boost/increase/improve
- Cut/reduce/eliminate
- 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 target audience.
Another example is using words like “you” and “your”. It can help create a more personal connection with your clients. And using 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, it’s important to 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 about how your product or service will make their lives easier or help them grow their business.
For example, 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. For example, “With our accounting software, you can save time on bookkeeping and focus on growing your business.”
5. Appeal to emotions
While focusing on benefits, you should try to appeal to your buyers’ emotions in your B2B copywriting. 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 using 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 need to act now.
- Scarcity: create a sense of urgency by showing them that your product or service (or maybe a kind of lifetime deal in the case of SaaS) is in high demand and running out fast
Remember, you want to appeal to your buyers’ emotions without appearing too salesy. The goal is to get them to see how your product or service can improve their lives or businesses in a way that resonates with them on an emotional level.
B2B Copywriting emotional triggers
Some other B2B emotional and psychological triggers you can try to tap into include:
- Fear of missing out (FOMO)
- The desire to belong or fit in a community or group.
- Reciprocation
- Social Proof
- The fear of failure
- The fear of making a bad decision
6. Use data to support your claims
B2B buyers are skeptical by nature. They want to see hard evidence that your product or service can deliver on its promises. Hence, back up your claims with data from case studies, customer testimonials, third-party research, etc. The more specific, the better.
For example, don’t say, “our accounting software will save you time“. Instead, try something like, “on average, our customers save 4 hours per week on bookkeeping with our accounting software“.
“Welcome to the world’s most popular website builder. 40% of the web is built on WordPress. More bloggers, small businesses, and Fortune 500 companies use WordPress than all other options combined. Join the millions of people that call WordPress home.”
7. Write headlines that pack a punch
Your headline is often the first thing that B2B buyers will see.
Therefore, it’s important to make sure it’s attention-grabbing and relevant to their needs.
A good rule of thumb is to keep your headlines short, sweet, and to the point. Avoid using jargon or overly complicated language.
Furthermore, include a call-to-action (CTA) so that 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 instead of reading every word. So it’s important to structure your B2B copy in a way that makes it easy to scan.
Generally, using short paragraphs, bullet points, and plenty of white space makes your copy easy to read. Further, you can use headlines and subheadings to break up your text and make it easier to navigate.
9. Be clear and concise
When writing for businesses, it’s important to be clear and concise. 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)
Once you’ve hooked your readers with your persuasive B2B copy and easy-to-skim structure, it’s important 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 flagrantly on the page so that readers can’t miss it. Some examples of strong CTAs for B2B copywriting include:
- Learn more
- Get started today
- Request a demo
- Download now
- Contact us to learn more
11. Use visuals to complement your B2B copywriting
Adding visuals to your B2B copy breaks up the text and 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 you use 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, it’s important to pay attention to SEO (search engine optimization). That means using accurate keywords and phrases throughout your text. That way, buyers can easily find your content, products or services, who are searching online for solutions to their problems.
ItIt’slso vital to 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 improve your website’s ranking in search engine results pages (SERPs), ultimately leading to more traffic and conversions.
13. Edit, edit, edit!
ItIt’smportant to take the time to 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.
You can also 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 service, your goal is to get them to say “y”s.”
“persuasive copy is about understanding your audience and delivering a message that speaks to their needs. To write persuasive copy, you need to understand what businesses want and what motivates them.
You also need to 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:
- Start by understanding your audience and what motivates them
- Craft a message that resonates with their needs
- Make your argument clear and concise
- Use strong visuals to support your argument
- Use power words
Be Prepared to Work Hard
Copywriting is a competitive field, so if you want to be successful, you need to be prepared to work hard. This means being proactive, always learning, and constantly improving your skills.
It also means networking and building relationships with other professionals in the industry. The more people you know, the more opportunities you’ll have to land assignments and grow your career.
If you’re ready to put in the work, there’s no reason you can’t be a successful B2B copywriter. Just remember to brush up on your B2B copywriting skills, understand businesses, do your research, write persuasive and conversion-focused copy, and be prepared to work hard.
Conclusion
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.
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 extensive guide on how to become a B2B copywriter. If you have any questions, please feel free to comment below. I’d love to hear from you!