How to Write For A B2B Audience in 2017

By Hisham Wyne

Free-Photos / Pixabay

Writing is writing, right? And compelling copy always converts, no matter the audience, right?

No, not really.

There’s a massive difference between writing for B2C and B2B audiences – because the audiences themselves are quite different.

Here are just a few ways how:

  • B2B audiences are less varied – in terms of preferences, demographics, desires, and pain points. B2C audiences can come from anywhere, but B2B ones are usually purchasing decision-makers in an organization.
  • ‘Fun’ isn’t as important in B2B – B2C audiences respond to humor, fun and creativity. With B2B, the message is more important than the humor.
  • B2B audiences have fewer channels to find your message – B2C audiences are happy to take a look at content on social media, radio, TV and a multitude of channels. There’s evidence, however, that B2B audiences still tend to be hard to reach, relatively time-poor, and clustered around membership networks and online communities.
  • B2B audiences purchase less frequently – You need to be aware that ther e is a process of consideration, comparison and due diligence to get through. There are few impulse purchases in the B2B world, so a play to emotion isn’t going to work.

With this in mind, let’s jump into some easy ways that messages can be tailored to gain valuable B2B eyeballs, and spark better conversions.

What’s the Pain Point?

This is the right place to start your investigation. Find out why B2B audiences want to buy your product.

What problem are they suffering that your brand can alleviate?

Once you’ve figured out what problem your audience wants help with, knit answers into your copy. If you’re writing about air-conditioning disinfecting technology, don’t lead with “Cutting-edge technology.” Instead, try something like “20% fewer sick days for your business – proven.”

Takeaway: B2B audiences are motivated by specific pain points, not by the desire to consume.

What Benefits Are You Bringing to the Table?

This is an extension of the last point. B2B audiences are focused on benefits.

There’s no such thing as an impulse buy here: Examine what makes your value proposition unique.

Is it the customer service? The reliability? The fact that it streamlines business processes? List those benefits clearly, loud and proud.

Takeaway: B2B audiences are buying to boost their business. So let them know how you can help in your copy.

Keep it Simple

Remember how we discussed that B2B audiences tend to be time-poor? They don’t have the bandwidth to wade through reams of clever copy. So let’s get to the point without too many twists and turns along the way.

If you’ve written five great paragraphs, see if you can shrink that message into one power-packed paragraph instead. Simplicity is the one trick to higher conversions.

Something along the lines of “Want to bring down logistics costs? Truber puts you in touch with truckers in the area for fast and efficient road haulage with full tracking and transparency.”

Get their attention fast, and move them to the next step.

Takeaway: B2B audiences are time-poor. They’re not going to wade through text. Convince them early.

Understand Their Language

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Source:: Business 2 Community

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