Nowadays, most business-to-business (B2B) and high-value purchases begin with online research.
"And while it’s important that your copywriting is engaging, informative, and comprehensive in order to attract these valuable customers, it can be difficult to execute great copy for B2B marketing."
Here are the most common mistakes that we see in B2B copywriting and that content managers should always try to avoid:
Mistake #1: Writing superficial copy
B2B sales are high-value sales. When businesses invest a lot of money, they want to know everything they can about your company, brand, product, and services. It is essential that you avoid writing superficial copy and instead go into depth. You need to establish yourself as a subject matter expert and industry thought leader. Do not be afraid to write complex and informative copy.
Mistake #2: Not engaging the right audience
Many copywriters choose to cast a wide net in hopes of getting as many prospects as possible. However, in B2B sales, your potential clients are usually pretty narrow. So rather than trying to attract everyone, focus on the clients you are most likely to get. Then tailor that copy specifically to that audience. If you are unsure of your audience, do a little research into your industry and clients. See what works and what does not work. The more knowledge you have the more you’ll be able to ensure that your message is reaching the right audience.
Mistake #3: Not explaining your value
Most copywriters focus on explaining their process instead of their value (Forbes). Copywriters often talk about what the work is and how the work will be executed by the company, but they do not talk about how that work will provide value to their customers. Instead, copywriters should focus on the challenges their potential customers face and how their products and services will overcome those challenges.
Mistake #4: Not being persuasive
Many copywriters focus entirely on being informative. This is great because you want informed consumers so they can make good decisions and engage with your products and services. However, copywriting is ultimately a sales technique. So it is important that you also include persuasive language and guide your potential clients to engage with your brand.
If you avoid these common mistakes, you’ll be able to write better B2B copy. For more ways to engage your ideal audience and to master B2B copywriting, subscribe to our blog at ALHAUS. Our expert content managers share expert tips and techniques every week and can help you develop the skills you need to attract high-value clients.