It may surprise people just how much of marketing involves writing. But if you look closely, writing is everywhere: in ads, eBooks, landing pages, websites… even video scripts.
This means that good writing is
incredibly important to making sure your marketing is a success. Even more so when it comes to copywriting for B2B, where the buyer’s journey is longer and more complex and relies on a wide variety of marketing campaigns and collateral.
Yet copywriting isn’t always given the attention argentina whatsapp number data that it deserves – it can often be an afterthought, or a task handballed off to marketers to take care of (whether they have copy training or not). The truth is, good copywriting is not a cost, it’s an investment in the success of your marketing.
5 ways copywriting for B2B can improve your marketing
Marketing is a multifaceted activity with lots three actionable steps to position your b2b brand of moving parts. It’s very easy to get caught up in strategy – what you want to say, to who, at what time… But what about how you say it?
Copywriting may just be one part of marketing, but the impact it has can be huge. Bad copywriting has been proven to damage brand image and increase page bounce rates by up to 85%*.
On the flip side, there are plenty of ways purposeful antarctica business directory copywriting can improve your marketing. For example, it can help you:
1. Utilise different mediums
As mentioned above, B2B buyer’s journeys are often more complex and longer than B2C journeys. This means more stakeholders that you need to move through more stages – which ultimately means more marketing tools and assets. But if this isn’t done well, these assets can fall flat, costing time, money, and potentially a new customer.
The right message, at the right time, presented in the right way at each stage is vital. As is the ability to communicate this message in the format and language that will most attract and engage your audience.
2. Put your data to good use
Your data can tell you a lot about how your marketing initiatives are being received by your audience – but it’s quite common for this data to be collected, glanced at, then left to gather dust. When you’re copywriting for B2B audiences, this data is a goldmine. It will show you what works well (and what not so well) and give amazing insight into your audience, enabling you to improve the success of each campaign. It’ll also save time and money – simply recycle the copy that works.
3. Speak to different audiences
We mentioned above that B2B selling means dealing with multiple stakeholders – and not all of them have the same needs, wants, problems, or concerns. Tailoring the right message to the right audience (whether it’s different industries or different roles within the same business) is what’s going to make your prospect sit up and pay attention. Customisation is key, and the best way to do it? Damn good copywriting.
4. Simplify the complex
A majority of your audience is turning to your business as the expert or thought leader that can help them – but do you know how to make your business and services understandable to them? For example, you might be a business of tech geniuses, but does your audience have the same level of knowledge? Will they understand all the technical details of your products and services? Great copywriting is vital for ensuring marketing is approachable and understandable by every reader – so you can communicate the benefit and difference of your business.
