Image source: "Woman Using Laptop Computer", by Christina Morillo, licensed under Free to Use
Business to business (B2B) denotes economic interaction between organizations whose activities are not aimed at the end consumer but the same companies.
Business to consumer (B2C) refers to the relationship between the company (business) and the end consumer. Accordingly, copywriting strategies are different for these segments.
We have gathered 3 high-converting B2B copywriting strategies that we will discuss in detail below.
The Nature of B2B and B2C Businesses
Oddly enough, some content marketers don't distinguish between these concepts. They believe that there is no need to divide entrepreneurship into spheres because it is essentially all P2P ("peer-to-peer") — created by people for people. That's true, but buyers and entrepreneurs make different decisions because their needs vary. B2B and B2C target audiences are different. Their marketing approaches are different too.
Business to Consumer (B2C):
- It aims to expand its product line to impact most market segments continually.
- It is not interested in individual customers because it produces goods en masse, adjusting to the tastes and needs of the vast majority of potential customers.
Only in this way can retailers achieve high sales volumes. This is why shoe cream in stores and supermarkets is represented mainly in white, black, and brown.
Business to Business (B2B):
- It is interested in improving existing services and products because quality is one of the main criteria business people care about.
- Unlike the average consumer, they are experts in their work, which means they are more scrupulous in their choice of partner. B2B-entrepreneurs value their clients because they buy goods in batches and order expensive services/products.
As you can see, B2B and B2C are different concepts that require different approaches in copywriting strategies.
What's the Difference Between B2C and B2B Content Marketing?
Content is an essential element of B2B and B2C marketing.The marketing goals of these companies are different, so different approaches should be used.
| B2C | B2B |
|---|---|
| B2C sales are faster and are aimed at a single consumer most of the time. | The B2B sales process is slower. The purchase is made in stages, and several people are involved. |
| Buyers in the B2C segment can make emotional decisions, make their own choices, and look for benefits only for themselves. It is unlikely that they will want to read long texts. When choosing the content format, you must remember that it should create excitement around the service or product. Then such texts will be influential as part of a B2C copywriting strategy. | In B2B, customers are not as emotionally involved in the buying process. They are more focused on the logical benefits of the product or service that will be good for their business. B2B companies' content is more serious, business-like, and optimistic. The style of such texts balances a formal and friendly tone. |
| Text content for the B2C segment should be straightforward, as it is geared toward a broad audience. | The B2B audience works in business, so it is easier to perceive special terms and phrases. In this case, a professional style of content will be pretty appropriate. |
| The B2C audience wants to be entertained and adequately perceives lightweight, short and emotional messages. | B2B consumers are looking for rational business benefits when evaluating the content. |
There are different goals behind these areas, which are accomplished through various techniques. Businesses and regular buyers cannot have the same construction of the pyramid of needs. As part of implementing a B2B copywriting strategy, content should educate and inform, while texts aimed at B2C segment customers should inspire.
B2B Copywriting Strategy #1: Use Clear Communication
To create effective B2B copywriting, you must communicate concisely and clearly. While this may seem like an overly simple concept, it's genuine in the professional world and can hugely impact your credibility as a business.
Let`s imagine you get offers from two companies. One is short and to the point. The other is long, stretched out, and peppered with spelling errors and misuse of terms. Which would you choose? The first one.
Because a longer, error-filled sentence indicates a lack of effort, care, and professionalism. A short and error-free sentence is an example of a business partner you can count on to give your time and attention to your work.
In other words, if you take the time to craft your B2B copywriting well, your customer will reach for their phone or keyboard to contact you. But taking the time to write many words and then not even check their meaning? That's an indicator of laziness and won't do you any good.
Businesses want to work with a business they can count on. Another critical point in effective B2B communication is the clarity and brevity of your content. There's nothing that alienates readers like verbose, unorganized content, especially if they need to make an effort to understand what you're trying to say.
Tips on using this B2B copywriting strategy:
- Disclose the personal benefit to the reader.
- Save the recipient of the information time: be concise.
- Increase the usefulness of the content by collecting, clarifying, and systematizing information.
Essay Tigers service state that the best solution is to outline and organize what you want to share and then communicate the relevant facts. This ensures that everything is clear while still maintaining attention to the details that your audience cares about.
Example of this B2B Copywriting Strategy Use
Introductory information: An oil company was implementing an automation system. The company needed a clarifying article in the corporate newspaper to sell the change in labor and its evaluation to employees.
An example of a B2B text with this strategy:
"...The number of specialists who know how to work in such systems is also small, and the number of experts involved in the implementation is thousands of times smaller.
Employees have a great chance to become one of them, develop unique competencies and be in demand..."
B2B Copywriting Strategy #2: Focus on Pain Points in B2B Text
The best way to get a live response from your target audience is to write about a real problem and a way to solve it. It's not easy because not all companies are willing to admit to issues of any kind within their galaxy. These problems are uncomfortable, related to the shadow economy and other borderline situations.
Tips on using this B2B copywriting strategy:
- Back up the identified pain with statistics on the topic.
- Find problems on review sites, professional groups, and forums.
- Go in with harsh language, understanding how to tone it down when asked.
Example of this B2B Copywriting Strategy Use
Introductory information: A recruiting company that specializes in IT recruiting needed a text for a cold marketing email. Market situation: developers, predominantly middle and team lead level, are in high demand.
The demand exceeds the supply and the salaries/expectations of the candidates are legendary.
If you look at the situation from the client's point of view (the company which needs to hire such an expert and not go bankrupt), it seems like this: "The market is overheated, candidates are overfed."
To get such a company as a client, an HR agency should raise this problem and provide a solution.
An example of a B2B text with this strategy:
“...As you know, the IT market has several characteristics that make finding the right employee difficult:
- Demand is higher than supply. It's not uncommon for students to be picked up by well-known companies as early as their 3rd or 4th year.
- Unproven competence. To assess how good a specialist is, you need to know at least as much about the subject as he does.
- The emergence of new technologies. It is not enough for a candidate to possess the tools required today; it is necessary to develop constantly.
How to close the vacancies in the IT field quickly and efficiently in these conditions?
We cope with it better than others, as we know the inside market and have practical methodology..."
B2B Copywriting Strategy #3: Statistics Are the Backbone of B2B Text
There is no better argument for a cold, rational manager than an argument backed by statistics. Until numbers back up a problem, it's just a hypothesis. Statistics take the discussion to a severe level. Then, it can always be shown to superiors to justify the decision.
Tips on using this B2B copywriting strategy:
- Search statistics in different languages.
- Combine and analyze available data with other areas.
- Search around a topic, moving from the general to the particular.
When working with statistics, you need to choose reliable and trustworthy sources. It's rare to find a study that significantly fits into a text.
You have to analyze open data, combine it with other information about the market situation and put your product or service in that context. This is especially true when a company sells one main product that may be in demand in different areas.
Statistics will help formulate and tailor an offer for a specific industry and make it more persuasive.
Example of this B2B Copywriting Strategy Use
Introductory information: A company that does facial biometrics has planned a cold mailing to movie theater chains.
An example of a B2B text with this strategy:
"...Statistically, 53% of mall visitors go to the movies regularly*. It costs up to 7 times more to attract a new customer than an additional sale to a loyal customer.
If you have accurate data about your movie-goers (gender, age, emotions), you can next meet your guests at the box office with a special offer for the movies they are interested in."
*Data from consumer behavior studies in 10 shopping centers in seven EU cities for 2019–2020; the sample of more than 20,000 people.”
3 Valuable Tips for Your B2B Content Marketing
The key to B2B sales is the product and its information. If the target customer receives enough information and is satisfied with the quality, then he or she will move on to the next stage of the sales funnel. Future trends in B2B marketing development focus on quality and informative content.
Invest in Content Marketing More
According to Siteefy, 91% of B2B and 86% of B2C marketers have already adopted content marketing. This suggests that there is an effect and a perfect one at that. Any business should not ignore content marketing as a separate tool for business promotion.
Comprehensive information on the website, blogs, longreads, posts on social networks — all these types of texts positively affect sales growth in B2B companies. Another study by the Content Marketing Institute claims that using content marketing increases your sales success by six times compared to those who don't use it.
Content marketing involves creating and distributing content and tracking its effectiveness. Based on this data, you'll be able to redirect your budget in the right direction and optimize your investment.
Personalize Your Newsletters (Content)
Email readers are a good source for converting leads into customers. It's important to remember that growing your subscriber base is essential and valuable, but it's far from the limit. According to Supplygem, emails with a personalized subject line are opened 50% more often than emails with generic subject lines. This is why experienced marketers in referral marketing campaigns use personalization and GrowSurf.
What does it take? First of all, divide your target audience into segments according to different categories. These can be interests, age, gender, business preferences, and other characteristics. Based on such segmentation, you will be able to make your appeals to subscribers more personal and targeted. You can use a particular service or do it in databases, but the results matter. The better you segment your target audience, the more effective your email newsletter will be.
Strive to Achieve High Views of Your Content
This applies to articles, videos, and web pages. The more users review your content, the higher your website's search engine scores. But in addition to views, it's essential to keep your bounce rate as well as user engagement under control. If a potential client opens a page with an article and 5 seconds later closes it - it's not good.
How to achieve high click rates and minimal bounce rates? High-quality text will help. Of course, page layout, usability, and site load speed play a significant role, but there is virtually no chance for success without great texts.
One more advantage of copywriting for business — the more text and pages the site has in the search engine index, the better it will be found by new customers. They will be able to enter their queries into the search box and go to the company's resources.
Conclusion
In this article, we covered three B2B copywriting strategies that are critical to the success of your text. These copywriting strategies will help you write a persuasive text that will sell.
Once you start writing, you don't need to become a grammar genius, but you need to improve your writing enough to connect with your audience and write a persuasive text. By following the rules above, you will become a better writer and better prepared to write persuasive texts that will motivate your customers to take action.
Build your customer referral program without the dev time
Sign up for a free trial of GrowSurf to lower your customer acquisition costs, increase customer loyalty, and save gobs of time.
