Business-to-business marketing differs in many ways to business-to-consumer marketing. While in both cases you are selling a product or service to another person, that is where the similarities end.
Despite this fact, many B2B marketers write their content in much the same way they would write B2C content. If you are looking to improve the ROI of your B2B marketing strategy, it is important that you take a hard look at your content and make the necessary adjustments so it is more B2B-friendly.
Here are some ways you can tailor your content in such a way that it speaks to specifically to a B2B audience.
1. Ditch the hard sell. B2C copy can afford to take more of a hard sell approach but businesses don’t want someone to tell them that they know their business better than they do. Instead, outline how your product or service will help to solve a problem.
2. Remember that less is more. While you should explain the benefits of what you are offering, don’t go into excruciating detail about every aspect of what you are selling. Remember, you want to entice them to contact you to learn more.
3. Keep it professional. Keep in mind that anything you write could land in the hands of CEOs and the tone of your content represents your business. Get too casual and you might come off as unprofessional. While it is fine to be conversational, make sure you don’t sound glib.
4. Mind your headline. Headlines for B2C articles and blog posts can get away with being dramatic. B2B readers are not as impressed by over-the-top headlines. Instead opt for a more straightforward approach that highlights a current topic in the industry or that addresses a specific need.
5. Use the correct terminology. Don’t write about topics you haven’t thoroughly researched. Nothing will damage the credibility of your brand more than writing on topics that you aren’t familiar with.
6. Include an effective call-to-action. Don’t assume your readers will know what to do once they’ve read your content. Do you want them to subscribe to your newsletter? Visit your website for more information? Download an eBook? Make sure you tell them. And don’t bury your call-to-action either. Make sure it is big and bold and can’t be missed.
Writing B2B copy and writing B2C copy involves different tactics. Make sure you are aware of those tactics so your content will do all it can for your brand.