- Posted by Janina Bernardo
- On January 21, 2020
- 0 Comments
In today’s highly competitive market, developing valuable B2B copywriting content can give you a leg up on the competition. Building your brand as a trusted authority through effective B2B copywriting strategies directly improves your bottom line. Here are a few tips you can easily implement to optimize your B2B copywriting strategies.
Develop Buyer Personas
Before embarking on any B2B copywriting, be sure to first identify what your ideal buyer looks like and understand what drives their decision-making process. It helps to map out the typical organizational structure of the companies within the same industry. A study by Demandbase concluded that in about 79% of B2B purchases, there could be as much as six people involved. By developing profiles that include the demographics and psychographics of team members that are influential in closing the sale, you will be able to create more customized B2B copywriting that is tailored to your target audience.
Find the Right SEO Keywords
An effective inbound marketing program relies on valuable content to draw your potential customers’ attention. But all your effort will be wasted if no one can find your blogs and articles. Taking the time to research relevant Search Engine Optimization (SEO) keywords and seamlessly incorporating them into your content increases your chance of ranking higher in search engines such as Google.
You can use several tools to help you identify SEO keywords and assess how effective they are in helping you reach your audience. One example is Moz, a premium SEO tool that is worth the investment. This useful tool lets you to track how well your content is performing in organic search results so you can make the necessary adjustments to future marketing materials. If your resources are limited, you can try Google’s Keyword Planner as part of your SEO strategy. It can offer good suggestions on the most searched keywords that is related to the topic of your article or blog.
But do remember that the ultimate goal of all of this optimization is to build relationships and gain the trust of your audience so use your content to tell compelling stories that resonate with your readers. Don’t simply over stuff your paragraphs with keywords that make it seem robotic and stilted.
Include A Strong Call to Action
One of the reasons B2B copywriting fails to convert is the absence of a call-to-action (CTA). A weak CTA isn’t any better. To drive potential customers to take a specific action depending on their stage in the sales funnel, you need to be able to articulate a form of benefit to them. Be clear and unambiguous on what you offer. It doesn’t matter how well-written your B2B copywriting is, if the reader doesn’t know what to do next, the campaign effort would have been for naught.
Use an Easy-to-Scan Format
Let’s face it, most professionals are time-squeezed. They often resort to quickly scanning an article to find specific information or move on to the next website if your text is difficult to read. B2B copywriting that aims to pique a prospects interest in your product or service must follow a certain format. Cut paragraphs into digestible chunks. Include subheaders to introduce your readers to each section to give the piece a logical flow. Use simple terms that can be easily understood and avoid jargon that could confuse people. Content that is easy to scan through makes it easier for you to get your message across.
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