No matter the industry or product, every business can gain from copywriting. From bringing in organic web traffic to actually persuading customers to take out their wallets, copywriting helps businesses connect with their audience and create brand authority.
Of course, copywriting does even more than this.
But for businesses who sell directly to other businesses, it’s essential to know how to write B2B copy.
How Is B2B Copywriting Different From B2C Copywriting?
While B2B copywriting (or business-to-business) is different from B2C copywriting (business-to-consumer), they share similarities. Copy should always be precise, focused, and engaging. A writer’s ability to convince a reader to take action is a key part of any marketing strategy’s success.
However, B2B copywriting is different from B2C primarily because of the projects a B2B writer produces and the audience they target.
For example, B2B involves selling and marketing to other organizations or businesses. B2C, on the other hand, markets straight to consumers. As you might imagine, a copywriter’s approach to these two audiences can look quite different.
Audience & Tone
Different audiences connect with certain marketing languages and advertising. Think about the last time you were shown an ad for a product that just wasn’t your thing.
We all have different needs.
We all have different problems.
So, it makes sense to say a product that’s marketed to other businesses will probably be less relevant to a consumer audience, right?
The biggest difference between copy that’s written for consumer audiences versus businesses is the tone of the writing itself.
While B2C copy uses a lot of pain points and emotions to build a connection with the reader and persuade them to take action on your offer, writing for a B2B audience requires a stronger focus on how the product or service impacts the business (usually time, profitability, or operationally).
You don’t want the copy to sound like a car manual (or, maybe you do!), but you do want it to include enough data, information, and logistics on how your product or services is helpful for a prospect to reach out.
While in B2C copywriting, your target persona could be dog owners who want safe leashes.
In B2B, you could be writing for software programmers who have a ton of experience in their field.
Can you see how your copy could be different between these two groups?
All this to say, think about who you’re writing to. You aren’t writing to a robot that is the total embodiment of a business – you’re still writing to a human who works at the company. They may just have different goals and needs than your B2C audience.
Here’s how the two forms of copywriting compare:
| B2B Copywriting | B2C Copywriting |
|---|---|
| Logical (must make business sense) Educational Technical but not too technical Professional yet personal | Pathos Conversational Eye-catching Trendy |
But don’t confuse B2B copywriting for something boring.
What Are The Goals Of B2B Copywriting?
Although the style and process of B2B and B2C copywriting differ, their goals remain largely the same: to close sales, bring in more customers, and create brand loyalty. However, the way in which B2B copywriting achieves these goals is not the same as B2C. While content projects may be similar or have some overlap, the content of the projects themselves will have some variation.
Looking for a team of writers who can speak your audience’s language no matter the industry? Sign up for a virtual cup of coffee with FocusCopy so we can talk about your marketing goals.
Reel In Organic Traffic
In the same way B2C copywriting can help drive organic traffic to your website, B2B copywriting strives to do the same thing – its focus is just on the type of traffic you’re bringing in.
Through SEO-optimized content, brand awareness strategies, and email marketing, B2B copywriting is still trying to get businesses interested in your product or service.
The kind of content B2B writers produce for organic traffic may contain the following:
- Blogs
- Ebooks
- Social media posts
- SEO landing pages
- Direct mail
- Press releases
Convert Prospects
Of course, B2B and B2C share the same main goal – to close sales!
B2B copywriting does this a little differently, so the content produced for their bottom of the funnel (or BOFU) will usually contain information-packed pieces like case studies or white papers.
Sealing the deal often requires a B2B copywriter to thoroughly address each detail about the product. The decision to buy isn’t made by just one person, but often by a team within a business. So a B2B copywriter needs to be attentive to details and able to clearly communicate each feature of a product. All while backing up their claims with real data.
Content a B2B copywriter will produce at the BOFU:
- Reports
- Case studies
- White papers
- Brochures
At FocusCopy, closing more sales for your business is our priority. Find out how we can help you grow by scheduling a discovery call.
Build Lasting Relationships With Customers
B2B-focused content also aims to help you connect with your clients and establish a long-term partnership. Including detailed manuals for your products, user guides, or even creating FAQ pages allows you to build trust with your clients after they’ve made the purchase.
This is another area where B2B and B2C are quite similar. You want to ensure that a customer feels taken care of at each point of the marketing funnel. You can’t just sell a product without detailed instructions and expect a customer to feel satisfied with their purchase.
At this point, they should know how your product can solve their problems. But customers will want to be able to easily find guides on how to actually use your product.
So, set your brand up to create loyalty with educational, in-depth material. That way, clients will continue to return to your business for years down the line.
Here’s the type of content you’ll want to create:
- FAQ pages
- User guides
- Testimonial videos
- Q&A / Demonstration videos
Industries That Need B2B Copywriting
Several industries can benefit from B2B copywriting.
From email marketing companies like Mailchimp to medical equipment manufacturers selling machines to hospitals, the B2B copywriting world is quite large.
Here are examples of businesses that would market themselves directly to other businesses or scenarios in which B2B marketing is the goal:
- Telehealth therapy companies marketing to private practicing therapists
- Photographers selling their services to real estate companies
- Data compliance consultants to healthcare companies and law firms
- Fruit and vegetable farms to grocery stores
And… the list goes on!
How To Write Compelling B2B Copy
Leaning into your industry knowledge is the key to writing strong B2B copy.
When you’ve done thorough enough research to understand the problems the industry is facing, you can deliver relevant products and content. You’ll also be able to immediately recognize what language your B2B audience wants to hear.
Typically, you want to avoid jargony language in B2C copywriting and speak to your audience’s level. However, with B2B copywriting, including industry-specific language is not only a good strategy but is a necessity. If you must use jargon, make sure to explain what those jargon terms actually mean – just in case your reader doesn’t know.
B2B copywriting is all about being able to (and excuse the cliche) walk the walk and talk the talk. You need to be able to speak directly to the people who are immersed in the industry. That way, they’re able to feel like you actually understand the issues people are dealing with. And you need to be able to back up your claims with rock-solid evidence.
While you should always offer proof to your promises in all copywriting, when you’re writing for B2B, it’s especially vital.
Ready To Brew The Perfect Cup Of Copy No Matter Your Business Model Or Audience?
While you’re handling the day-to-day tasks of running your business, the copywriters at FocusCopy are hard at work crafting copy that speaks directly to your audience.
Our goal is your goal: to grow your business! Let’s hop on a call to talk about how we can help you achieve your marketing endeavors.
