Marketing has changed significantly over the years. What started as printed advertisements in newspapers has evolved into marketing via television commercials, website advertisements, blog posts, and now social media posts. Each platform provides a different way to market, drawing in different types of customers.

One way that companies do so is through copywriting. There are two types of copywriting: business-to-consumer (B2C) and business-to-business (B2B). For the sake of this blog, we will discuss only B2B copywriting. Before your marketing team looks to find which B2B copywriting tools exist, it’s important to first understand what copywriting is, especially as it pertains to B2B marketing, and what types of B2B copywriting exist.

What Is Copywriting?

Copywriting is the way companies create marketing content (copy) to draw in potential customers to get them to visit their website or learn more about their products or services. Effective copy will drive sales for your business by attracting customers. 

Good copywriting involves figuring out what your target audience wants or needs, explaining how your business can answer those desires, and appealing to the emotion of your audience to drive those sales.

What Does B2B Copywriting Mean?

B2B copywriting means appealing to other businesses to get them to buy your products or services. As with B2C copywriting, you should figure out your audience’s wants and needs. Researching your target businesses and their industries will help you determine what types of copy and messaging will most appeal to them.

Through B2B copywriting, you not only drive sales, but you also build relationships with your audience and establish trust (which could even lead to reciprocal buying and selling!). The fact that 70% of marketers invest in content marketing suggests that copywriting must work for them.

What Are Examples of Copywriting B2B?

There are several types of copy that exist to help you market to your target audience (listed below). Beside each type are B2B copywriting examples to give you a better understanding of how you can use each. For the sake of these examples of copywriting, we will say that you run a landscaping business wanting to get local hospitals to hire you to update their landscaping.

• Product Descriptions: Product descriptions allow you to give more detail about what each of your products are. On your website, you can include a list of the plants you offer with descriptions of each. Below the descriptions, pick one of your business’s values to highlight. Do not use the same one for every product. You might decide to focus on reliability, making hospitals feel that they can trust you to do their landscaping in a timely manner without hindering incoming patients.
• Blog Entries: Blogs give your target audience a better understanding of what your business does and why it matters. In our landscaping example, you might decide to write a blog about the positive effects plants have on mental health. Hospitals might read this and decide that better landscaping could boost the moods of both their patients and their employees.
• Email Marketing: Email marketing allows you to update your audience on new products you offer or sales they might have interest in. You could send out an email about a deal on mowing for any customer who switches to your service within the next 30 days. This deal might draw hospitals to switch to your services.
• Direct Mail Brochures: Mailed brochures are the physical version of email marketing. You might send the same deal about mowing via mail if none of the hospitals you have targeted have subscribed to receive your emails.
• Catalogs: A catalog is a complete list of your products or services. If a hospital says they want to meet with you to discuss landscaping, you might create one to showcase what you have to offer them.

• Web Content: Anything you post on your website is web content. In terms of marketing, you might decide to offer a podcast or webinars that potential customers can consume when they visit your webpage.
• Newsletters: Newsletters offer your business a way to connect with other companies by showing them what your business cares about as well as informing them of some of the goings-on within your business. This type of copy allows your audience to see past your desire to sell to them and, instead, allows them to get a better sense of what your business does in general.
• White Papers: This type of copy allows you to give more detailed information about a specific product or service that your business offers. It should be educational.
• Social Media Posts: Many people use social media to connect with others. Market your business on social media by posting on recent blogs, new products or services, or positive customer feedback.

Use Slice to Write Better  B2B Copy

Whatever types of B2B copy you decide to create, use Slice to keep yourself organized and focused. We offer one place for all your writing, research, and project management. When you stop flipping between tabs to find what you need to complete a piece of content, you save yourself time, keep your thoughts straight, and write organized content. With Slice, you can work on your content in manageable chunks so that no project overwhelms you. If you want to learn more, contact us.