Whether you’re a small business or a large organisation, B2B copywriting can help you meet your goals – but only if you use it sensibly. Here’s a quick, stripped-down overview of how to get the most from the copywriting services I provide.
First, articulate who you are and how you help
Many small businesses – and some large ones – struggle to get a handle on content marketing. That’s often because they can’t see the wood for the trees.
These businesses focus too early on writing blog posts, churning out social media posts, designing infographics or producing videos – but don’t realise that customers remain confused about what they do and how it helps them.
My take is: before you do anything else, focus on articulating benefits clearly. That means two things:
- Create core web pages which set out who you are and how you help the client at a high level
- Build a portfolio of clear product pages in HTML and/or PDF, explaining what you do and how that helps the client at the product level.
Until these fundamental elements sorted, the other stuff can wait.
Second, use copy to generate leads
Once your core web pages and product pages are in place, you’ll need to start generating leads.
Lead generation is a massive topic and too big for this page, but your goals are essentially twofold: build awareness, and engage clients enough to get them to contact you and give them your details.
Set-piece content such as white papers or long-form blog posts can help do the job for you, alongside efforts such as webinars, seminars and appearances at events.
By answering clients’ questions, you can position your business as an expert in a particular topic, while building credibility – and encourage potential clients to get in touch.
Of course, you could also use white papers as a form of gated content, in combination with an appropriate landing page – asking potential clients to send you their email address in exchange for the value you can provide.
Third, nurture the leads you’ve collected
There’s little point working to attract clients if you can’t stay in touch with them from time to time. Here’s where your email copywriting efforts come into their own.
Email marketing can be as simple or as complex as you make it. For small businesses who sell similar products or services, a simple newsletter is probably all you need (and there’s no reason why you shouldn’t replicate this on your blog, as it applies to your whole market).
For large businesses, though, things can be a little more complex, because you’re likely to have an automated marketing platform through which you can contact buyers based on specific behaviours, characteristics or market segments.
From a copywriting point of view, two words of advice are needed here. First, it’s far easier to write copy for a single, well defined persona than it is for a cross-section of different people at different stages of the customer journey. So the more you segment the market, the more complex it is for you – but the more effective the copy is likely to be.
Second, don’t neglect the need for good copy even in transactional emails. It only takes a confusing or ambiguous line in a transactional email to sow a seed of doubt in a customer’s mind – and lose a customer for the future.
Fourth, use case studies liberally
In my opinion, case studies are underrated and underused as content marketing tools.
If you have an authentic portfolio of case studies, you’re able to demonstate your commitment to the services you provide – in the words of your former clients.
Case studies can be complex, so I’ve put together an extended guide to case studies in a separate post. Read and enjoy.
Finally, provide clear calls to action at every step
This as much content design as it is about copywriting – but to get the most from content marketing, you need clear calls to action which encourage your readers to make the next move.
Calls to action aren’t only about sales. They’re about taking a step to the next stage of the marketing funnel – so you need to be clear about what you want to ask your leads or prospects to do, and when.
What will encourage your readers to make the next move? Is it a discount, a piece of content, or simply the strength of your business proposition?
Good copywriting is about defining the value you’re offering your client – and articulating that in a way that’s easy to follow at each step.
How can my copywriting help you? Find out about the range of B2B copywriting services I offer.