What Is B2B Writing And Why Does Every Business Need It?

A business’s copy can have an equally powerful impact on buyers. Just like how the top salespeople in a company can seal the deal in minutes, a written pitch can be as persuasive as a verbal pitch. While blog posts lead consumers to purchase a product or service, B2B writing is relatively different.

In fact, B2B writing is slightly a notch more challenging than writing for consumers. While B2C writing could sound fun and lighthearted, business to business writing mostly has a more professional tone.

If your business caters to other companies, you must already have B2B writing projects in place. If you still haven’t included this in your marketing arsenal, you’re missing out on tremendous opportunities for sales and partnerships. 

Let us tell you why B2B writing is pivotal for your business. Read on to learn some tips, benefits, and examples of B2B copywriting.

What is B2B Writing?

B2B copywriting entails selling a business’s products and services to another company in the form of a compelling copy. The types of B2B writing could vary, and some common ones are:

• Blog posts
• Email campaigns
• Ebooks
• Copywriting
• Product reviews
• Product guides
• Whitepapers
• Newsletters
• Social media copy
• Press releases
• Case studies
• Product descriptions

Sure, it sounds like writing projects doable by ordinary content writers. However, B2B writers are slightly different than B2C writers. As opposed to the usual blog posts from companies, B2B writers have other factors to consider when crafting the copy.

For instance, if you write for the cloud-based company, Slack, you have to know which areas in other businesses can make use of your software. 

Since Slack is an online collaboration software, how can your product make other businesses’ operations better? That said, B2B writers must possess unparalleled know-how on the products and services, pointing out the various features and benefits.

And if that’s not challenging enough, B2B writers need to consider other factors to persuade the company’s decision-makers. For instance, why would different departments use Slack when they can use Skype or messaging applications for free?

Next comes another challenging part: ensuring that the company’s budget can cover any monthly expenses. 

If your product or service requires a hefty price tag, B2B writers must explain how the benefits compensate for the steep budget. In this case, how can Slack’s monthly upkeep help the company in the long run? 

Consequently, the product or service should be ready for integration with the existing infrastructure. Lastly, your business copy should be able to keep up with fast-paced companies.

Benefits of B2B Copywriting

When done correctly, B2B copywriting, alongside other marketing tactics, could propel your business to success. Here are some benefits of B2B copywriting:

• A valuable copy can persuade or help B2B marketers
• Puts your products and services in the best light possible
• Influences the company decision-makers
• Instills your brand as a thought leader in your industry
• Increases your ROI

Tips on How to Write an Influential B2B Copy

The crux of B2B writing is luring companies into the bottom of your sales funnel. Although a B2B copy may not involve directly selling your products or services, leading other businesses in your path will take time, effort, and of course, copywriting skills. 

Try these tips for a compelling B2B copy that will not only gain brand accolades but will also improve your overall bottom line.

1. Determine your brief

Always make sure you know your brief. Determining your goal from the get-go will make for seamless writing. Why are you writing in the first place? What is the purpose of your copy? Or what do you want to achieve out of B2B copywriting?

2. Understand your target audience

Take note that you’re not writing for a general consumer base here. Your copy should speak to specific industries that have various backgrounds and trends. Determine the business’s pain points and use industry jargon if necessary. Knowing your target market will tailor-fit your B2B copy and in turn, will impact them positively.

3. Represent your brand the right way 

B2B writers will never be able to ace a copy without first knowing the nitty-gritty of their brands. Always make sure you understand every facet of your products or services. Explain the features and expound the benefits. 

4. K.I.S.S.

Keep it short and sweet. No one wants to read a B2B copy that beats around the bush. Remember that you’re dealing with CEOs and marketers here; so keep everything concise. 

5. Include concrete data

Include helpful information, such as statistics, data, examples, or case studies. One way to instill credibility is to provide companies with tangible results. 

6. Sprinkle a touch of storytelling

While B2B copywriting might sound more professional, a bit of storytelling helps add a touch of amiability to the writing tone.

7. Make it visually appealing

Visuals can undoubtedly move mountains for a brand. Depending on which channel you’re writing the copy, add attention-grabbing visuals to attract prospects.

8. Quality is key

A high-quality B2B copy means there are no syntax errors, grammar blunders, and worse, spelling inconsistencies! Your copy reflects your branding, so prioritize quality all the time.

Brands Who Did B2B Copywriting Right

Here are some examples of B2B copies that worked for these particular brands. Follow these brands’ footsteps, and you’ll see how powerful sheer words can be. 

Sage’s all-encompassing free guides on growing your business:

Designhill’s listicles that help graphic design agencies or companies in their marketing materials:

Netflix’s witty Tweets, accompanied by eye-catching image snippets from movies:

Moo’s commendable product pages that contain complete product details: 

Wrap Up

It’s no surprise why B2B copywriting is all the rage in the digital marketing space. It’s affordable, and it creates brand mileage. Last but not least, it does a bang-up job persuading other businesses how essential your products or services are. 

So if you still don’t have B2B writing projects in line with your marketing approach, it’s high time you start now while it’s still at its peak.