In the B2B space, marketing automation is widely used. However, that doesn't mean that B2B marketers can rest on their laurels regarding their copywriting skills.
In fact, there's much noise in the B2B market. Many marketers vie for your prospect's attention. So you'll need to be even more strategic and polished about your content than you would be in other industries.
This article will look at four copywriting hacks to help you write better content for your B2B company and your marketing automation efforts.
These tips are simple but effective techniques for creating more impactful B2B content for your sales, marketing, and prospecting effort.
Read on to learn how to use these copywriting tactics to improve your writing and grow as a marketer.
It's a challenging balance between making your product sound great and being honest about its limitations while still inviting.
It's also a balancing act between using jargon and using language that the end user understands.
The secret sauce is knowing your customer's specific needs and interests and communicating them in a way that facilitates consensus and inspires curiosity.
Suppose you're new to the world of B2B copywriting. In that case, you might wonder what differentiates it from other marketing content or why anyone would care about reading something so... dry.
Here are four essential tips for crafting effective B2B copywriting that leave readers eager to learn more, no matter their industry or specific interests.
#1 Use clear, short, simple, punchy sentences to provoke curiosity and the next action in the customer journey.Successful B2B content is compelling and direct but not aggressive. So how do you get that right?
First, identify your key pain points and how your product or service solves them.
Next, identify your ideal customers' language to describe what they need and what they'd like to achieve.
Finally, decide on one primary action you want each reader to take after reading your content.
With that information, you can create the clearest, simple, punchy sentences that encourage your readers to learn more and take the next step in their research journey.
#2 Hook your reader with a lead paragraph using appeal and exclusivity.The appeal is the idea that your offer addresses one or more of the reader's pain points.
Communicating your prospect's pain points in their own language is a sure sign to them.that you understand their needs.
It's the promise that your product or service can and will solve their problem. Make sure to highlight your specific commitment in the first few sentences of your content.
Exclusivity is the feeling that your offer is limited in some way. For example, it could be a limited number of discounted spots, a time-sensitive offer, or a bonus gift with purchase.
Whatever the case, make sure that your reader knows right away that this is something special.
#3 Write for your audience, not yourself. Tell a success story that mirrors your prospect's journey in your ad copy.Your readers are busy, and they may not have a lot of time to read your content. That's why you need to make sure that your copy is scannable.
Break up your text with subheads and bullet points, and use bolded. Italicized keywords help readers navigate your content quickly.
More importantly, you need to tell a story relevant to your reader's situation and their pains and goals. Use pronouns like "you" and "your" throughout your ad and landing page copy to anchor your reader at the moment.
Your story must also reflect your prospect's journey.
If you sell enterprise software, your story shouldn't focus on how you were able to help a single business owner who was simply fed up with their current solution.
Instead, focus on how your product or service helped a particular type of business owner overcome a specific problem.
#4 Be crystal clear with the call-to-action and give insight into your motive.A call-to-action (or CTA) is the language that prompts your reader to take a specific next step. In marketing automation, this is often a button or link that leads them to your conversion page.
But, before you get to the CTA, you must build interest and curiosity to compel your reader to click.
You could use a rewards and recognition approach (R&R) when writing for your CTA.
This means that you take your reader on a journey, leading them toward your CTA but stopping along the way to "reward" them with additional information.
Insight into your motive means that you need to be transparent about why you created your content.
If you sell consulting services, you may be tempted to write your landing page ad copy exclusively about how you can solve your prospect's problems.
If you're tempted to do this, resist the urge. Instead, provide insight into your motives behind creating the content.
Why are you writing this blog post?
What problem are you hoping to solve?
Clearly communicating your motive while provoking your prospect's curiosity will give you an edge in your B2B sales and marketing copy.
Marketers in the B2B space have a lot to contend with, from a tremendous amount of competition to a wide-ranging audience with different interests and needs.
However, with the right content, you can overcome these challenges and convert interested leads into paying customers.
With straightforward, concise, and tailored copywriting, you can make your marketing automation efforts even more effective and start converting more leads soon.