Platitudes and empty promises go over like lead balloons in the B2B world, where people expect results. While emotion can often play a key role in turning prospects into leads – after all, the customer has to like you – B2B customers are visiting your site with an objective. Too much fluff can end up burying the sale. Effective copywriting delivers a message that lets customers know exactly how to meet their goals and compels them to take action.
Here are tips for persuasive B2B copywriting without the frills.
Know Your Audience
The tone, style, language and vocabulary you use depend heavily on the people who are using your site. You may have a typical clientele, but you must still narrow your audience down to the actual person who is making the online search, ending up at your website and taking action. This person could be a business owner, a product manager, a VP of marketing, a buyer, a salesperson or an assistant. Identify your users and write content that speaks to them. Using the word “you” helps you further communicate directly to your readers.
Headlines, Bullets and Menus
These areas of text may have the smallest amount of content, but they play an important role and require powerful language. Strong headlines are brief and to the point – don’t waste space with language that leaves readers wondering what the page is about. Use bullets to outline the benefits of your products or services, making it easier for users to find what they’re looking for without having to comb through heavy text. The content on your site’s menu bars must navigate users to where they should be on the site; if they get lost, they’re likely to give up and move on.
Ask Questions
Asking your users questions helps them identify their needs and even discover challenges they weren’t aware of. Just be sure to provide solutions. For example, a marketing agency that provides digital display advertising services might ask “What Makes an Ad Effective?” in its headline. This gets readers wondering if their current advertising campaign is as effective as it could be, and compels them to read on for the answer.
Call to Actions
One of the main goals of a B2B website is to convert leads into sales. A successful call to action creates a sense of urgency and value that triggers an immediate response from the user. Vague call to actions, such as “Buy now” or “Click here” lack the detail required for an appropriate response – buy what now? Click here for what? Write call to actions that have a clear, concise message: “Sign up now for a 30-day free trial!” or “Contact us today to make an appointment!”
Case Studies and Testimonials
Rather than make promises and guarantees that aren’t for certain, tell your readers about true success stories. Testimonials help to build your company’s credibility. With case studies, you can highlight specific challenges and how you worked to meet them – proving to your readers that you have the resources and expertise to walk the walk.
Do you have any other tips for B2B copywriting that really works?
Author:
Jacqui MacKenzie is a writer for Straight North, one of the leading Web development companies in Chicago that specializes in Internet marketing, social media and SEO. She writes for a wide range of clients, including audiologist website providers and companies that help book a tee time online. Check out the Straight North blog! @ straightnorth
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Business-to-business
What Can Business Owners Expect from Email Marketing?
If used effectively, Email marketing is never spam. It can be invaluable for small business owners by helping them attract new customers and generate sales quicker. It is also more affordable than other forms of direct marketing campaigns.
The success of a business’s email marketing campaign lies in a handful of factors. Among them, what you are offering, the quality of your email lists, your audience, your message, and more. Response to any efforts can also vary by industry. Get familiar with your own industries data and success rates but also understand that individual results may vary as well. As with other forms of marketing, it has its benefits in immediate as well as longer term effects.
Email Marketing Statistics
MarketingSherpa‘s recent email marketing benchmark guide reported some interesting statistics.
- Business-to-Consumer emails achieve an average open rate of 20% and a click-through rate of 8%.
- Business-to-Business had a slightly better response with average open rate of 20% and a click-through of 12%.
It is helpful to track your opens and click-throughs on each campaign individually and from month to month. Once you have gained a better understanding of the trends in your email responses, you can begin to establish more measurable results and goals, as well as exercising the ability to begin testing different subjects and content.
The common goal of course, is to persuade email recipients to open the email and check out your products and services. Some great ways to encourage your recipients to click into those emails are:
Get Your Brand Name in Your From Line
Make sure your brand name will be in the From line. This will help to ensure that recipients will recognize the source of the email. 64% of email respondents describe the From line as the most important factor motivating them to open the permission-based emails.
Impressive Subject Line
Just as important as the From line, the Subject line must convince the viewer to become a respondent. Be honest and avoid anything misleading in your subject line. Keep it short and simple.
Send Emails at the Correct Time
How will you know what time is best for you to send out your email campaigns? Test it. Do not assume you have some data that tells you the optimal time. Check for yourself by sending them out at different time periods and monitoring the results.
How Do I Improve Click-Through Rates?
Use a simple message. You only have a few short seconds to get a viewers attention. The best way to do this is with a short, powerful message that explains exactly what you have to offer and a short list of great benefits.
A great deal can also be very compelling. Are you offering a good coupon deal? A 2-for-1 rate? Add something to your email offer that will trigger a purchase now. Feel free to use free trial offers as long as you are aware of the expenditure and how it could affect your budget.
Author:
@BasilPuglisi is the Executive Director and Publisher for Digital Brand Marketing Education (dbmei.com). Basil C. Puglisi is also the President of Puglisi Consulting Group, Inc. A Digital Brand Marketing Consultancy that manages professional and personal branding for Fortune 500 CEOs, Hedge Fund Managers and Small Business Owners.
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