Writing marketing content is challenging, to say the least. The truth is, there are challenges to writing content for B2B marketing. The customer usually doesn’t have time to lose on your embellishments, but you can’t just jump right into a sales pitch either. This puts you in a tricky position – you have to be engaging and add value to your content if you want it to yield results.
One important thing to keep in mind is that even though B2B marketing is different from B2C, there is one thing in common. Ultimately, you aren’t marketing to a business. You are marketing to a person. You still have to make a connection. You have to write an email, social media, and other content that resonates. The tips below will help you do that.
1) Match post length to the platform
It’s not just what you post. The length of your posts matters as well. Posts that are too short don’t have enough information to get decision-makers to take any action. Post that is too long won’t get engagement either. Hence, it stands to reason that each Social Media platform has a bit of a sweet spot when it comes to the ideal length. For example, the ideal length of a tweet is between 71 and 100 characters.
2) Share content with value to the audience
You can’t just tout the value of your product or service. To really convince your follower base of their quality, you’ll have to provide some evidence.
Don’t tell them how great your products are. Show them. Share a testimonial from a satisfied customer. If you have case studies, link to those. Consider attaching a whitepaper, or linking to a slideshow presentation. Doing one or more of these things will have more impact on a decision-maker than your words alone.
3) Edit like your life depends on it
A poorly edited post is no small matter. It reflects poorly on your attention to detail and can get you off on the wrong foot with prospective customers. Factual errors, spelling mistakes, and poor grammar really stand out on Social Media. It’s important to edit your posts for accuracy, style, and clarity.
4) Have a specific goal for each post
“It’s important for B2B companies to have a social media presence. Unfortunately, in their rush to get out there, too many B2B marketers create Social Media content without any goal in mind. The result is non-cohesive posts that don’t really work to generate leads,” states Micah Ferris, Studicus copywriter, B2B Social Media content.
Before you write or share content on Social Media, start with a clear goal. This could be driving traffic to a landing page, earning likes and shares, or gaining more followers. Once you’ve done that, you can use social media analytics to measure your results.
Writing sales copy for B2B can certainly be challenging. You’re often facing a more discerning target audience with less time to spend on fluff content. On the other hand, you’re still marketing to people who want to be engaged with relevant content.