The 5-Step Checklist for B2B Copywriting

Everything in the realm of marketing relies on the quality of your copy. You could have a strong SEO presence, a cutting-edge technology stack, and impeccable A/B testing techniques, but what do they all have in common? A fantastic copy!

A pen, or in present times, a keyboard, is said to be mightier than the sword. B2B copywriting skills are a must if you are stepping into the marketing world. So if you’re new, you might be wondering what B2B copywriting is. Well, we have prepared a whole article dedicated to the art – nope, it’s a science – of B2B copywriting. Let’s jump right in, shall we?

What is B2B Copywriting?

B2B copywriting is the act of creating content or copy to inform other businesses about a company’s products or services. Simply put, B2B copywriting is the creation of content on behalf of a company to sell to another company. This copy can be produced in printed material such as brochures or manuals but could also be made available digitally.

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5-Step Checklist for B2B Copywriting

1. Master your headlines

It’s the first thing a lead or shopper sees and the first opportunity to communicate with them. Your headline sets the tone and theme of the content for the viewer. More importantly, your headline gives readers an idea of what they may expect from your content. 

When 73% of people admit to skimming rather than reading, a well-crafted headline might make all the difference between attention and dismissal. People are more inclined to read an article with a compelling headline.

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2. Envision one person

Whether you’re composing a personal email or a web page that thousands will view, your reader is just one individual at a time. You’ll automatically quit attempting to address a crowd if you think of them that way. 

Concentrate on your one reader’s thoughts and feelings. That will make you appear more convincing and genuine. You may be far more relevant to your viewers if you are clear about who that individual is, i.e., build a buyer persona.

3. Pick conversational words

Don’t change the kind of words you use while writing. We all tend to do it: those who sound like ordinary humans start to write “utilize” rather than “use” and “yourself” rather than “you.” 

They use the passive voice, and the sentences that follow sound more complex. This is usually done by an inexperienced writer who wants to “sound” more professional. 

Brand positioning is heavily influenced by language, which is valid for both your personal and business brands. Preparing and reviewing sample copies is a sure-fire approach to determine whether “casual language” is a good strategy for a company.

4. Use the power of storytelling

One of the most effective strategies to boost consumer loyalty is to create a brand narrative. In B2B copywriting, using the structure of the narrative allows you to offer pieces of data in a more appealing style for the customer. 

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Every brand has a story, but making your consumer the star is much more effective.

5. Don’t forget SEO

Consumers locate new items or companies through online searches in 51% of the cases, but it isn’t easy to gain customers if they can’t find you. Use SEO in your B2B copywriting to improve your conversion rate. 

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To attract more prospective customers to your website, use industry keywords. You can also use unique keywords to attract businesses, ensuring your brand does not go unnoticed. 

Tools like Google Ads Keyword Planner can allow you to identify the right words to attract customers. Several other SEO tools can suggest words and phrases to improve your content’s quality.

In the End

Indeed, the art and science of B2B copywriting are understated, yet it is one of the most valuable tools in the marketing world. Using these critical points in your copy will improve your B2B copywriting skills and help you stand out.

Key Takeaways

• B2B copywriting skills are in great demand in the current marketing world.
• Any sales and marketing effort must include strong B2B copywriting.
• Knowing and understanding your specific prospect from the inside out gives you insight into their problems and desires.
• Take inspiration from your target personas and industry trends, combine them with your own sense of flair, simplicity, and precision, and you’ve got yourself a fantastic copy.
• Facts, figures, and proof must back up everything you post.

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