A B2B copywriter is responsible for creating persuasive sales copy for your small business that helps you generate high-income leads. If you’re struggling to connect with large businesses that provide long-term business opportunities for your small business, you desperately need a B2B copywriter!
It’s 2020 fellow small business owners, and content marketing is the toughest task for you to handle all alone. You might have mastered the art of writing stunning content by surfing on the internet but that doesn’t necessarily mean you can write a sales copy that produces leads.
You might be wondering who is this phenomenal being who can help your business skyrocket.
Before we dig deep into why your small business DESPERATELY needs a B2B copywriter. You must know who is a copywriter. Below is a brief overview of a phenomenal copywriter!
What qualities make a B2B copywriter phenomenal?
Business to business copywriters specialize in creating commercial yet valuable content that helps businesses become a useful resource for their targeted audience.
B2B copywriters are also known as industrial copywriters because of their close association with the manufacturing sector.
Copywriters know exactly what your target audience craves and that’s what makes them so PHENOMENAL. A copywriter can incorporate strategic marketing in your content to help your audience know exactly how you can provide value to their businesses.
A sales copy that converts is written using a tried and tested framework that is close to the heart of every B2B copywriter.
All converting sales copy have the following traits.
Experience in the field
A sales copy that includes a brief history of your business can convert better. Your history narrates your story in the field. Referencing your previous working experience along with some powerful testimonials can make your audience trust you.
Identifies the problem and offer a stunning solution
Every business requires assistance from resources outside its domain. That’s why it’s called B2B – business to business.
To attract large businesses that require your help, your sales copy must develop an emotional connection with them. Building an emotional connection is easy!
You identify your client’s pain and offer a quick remedy.
But, why is it necessary?
People run for help when they’re hurt. If your attitude reflects the care with a quick remedy, large businesses can establish a powerful bond with you! Care and affection are necessary to attract long-term business opportunities.
Your audience will never decline a pitch-perfect solution to their problem. Here’s a fun fact. Google processes over 3 billion searches per day and over 40% of these searches are problem statements. If your solution is unique and useful, people will want it!
Now that you know how phenomenal copywriters craft a sales copy that easily converts, you might be wondering, “Why do I desperately need a B2B copywriter?
Your clients want to know what makes you committed to working with them.
This is your one-time opportunity to shine.
The words you put on your website yell your story aloud.
Here are 3 ways of showing your commitment to working on a long-term business opportunity. How many of these ways you have utilized on your website? Comment below!
Explain your business model
Large business owners are smarter than you think. Before hiring, they review a company to the core. You must explain in detail how you wish to complete your tasks and on what conditions. Your web copy must explain what is your business model, how it works, and how you tackle critical dilemmas.
Give an overview of your unique solution!
Explain how your solution is unique and how it’s a great-fix to your visitor’s problem. You cannot advertise your unique techniques, but make sure your audience knows how you can get the job done.
State your long-term aims!
You must state how you wish to expand your small business. Briefly tell your audience what you want to achieve and how you’re working day-in and day-out to get to the top!
The art of persuasion is a gift of God. Some are born with it while others take years to master it. Nevertheless, it’s not something you can learn overnight. B2B copywriters spend months or maybe years to master persuasion.
But, how do you differentiate between a persuasive copy and an ordinary content?
All persuasive copies have a few things in common. Remember the framework we talked about earlier? That framework is quite famous and every copywriter uses it.
Here are 4 ways to identify a persuasive web copy.
All copies have the all-time famous ‘You’ tone
The easiest way to spot a sales copy is to identify the ‘You’ tone in the content. A persuasive copy is reader-centric that keeps its audience engaged while providing useful information regarding their problem.
Most persuasive copies use AIDA or PAS copywriting model
Two well-known copywriting frameworks are widely seen in almost every sales copy. The AIDA, acronym for Attention, Interest, Desire, and Action, model describes the 4 stages of persuasion. The AIDA sales copy grabs attention, develops the interest of the reader, and creates a desire that leads to action such as buying the service.
In contrast, PAS, an acronym for Problem, Agitation, and Solution, converts in 3 short stages. First, the sales copy identifies the problem of the user. The model further explains the problem along with its devastating effects. Finally, the model presents an easy solution that converts into sales.
Every copy uses 4 U’s for impressive headlines
Copywriters use the 4 U’s to grab the reader’s attention and keep it until the last word. So, what are the 4 U’s?
The 4 U’s are either Useful, Unique, Ultra-specific, or Urgent.
It takes just a tiny bit of effort to be useful, and copywriters are aware of that! I’m sure you will never decline someone who offers you free advice or a useful tip. Useful headings attract readers because they show exactly what the users are searching for!
If you’re unique, you’re already in the spotlight. Trust me, everyone loves to read unique content where ever they find it. Try to find new ideas for your headlines.
Here’s a quick tip, nobody likes reading between the lines. When was the last time you read an article that made your head spin? Being ultra-specific is the key to better headlines. Your headlines must be to the point!
Lastly, be urgent. Try to create an urgency in the reader that makes them desperate to read your content.
Persuasive copies use power words
I honestly love power words. You should too. Words like ‘free’, ‘because’, ‘right now’, and ‘you’ can help you persuade your audience easily. Here’s a list of 869+ power words that sell like crazy!
Are you wondering why your sales are falling flat while your competition’s product flies off the shelves?
They have a strong content marketing strategy.
The content marketing strategy you pursue makes a whole lot of a difference. Usually, the strategy lacks a powerful sales copy that gives your competitor an edge which helps them bring in more sales.
You need to market your product like you’re recommending something that promises great returns to its customer. Ask yourself.
“Do I guarantee 100% customer satisfaction?”
If not, why?
Here are 2 tips for better conversions.
Positivity is the key to your conversions. According to a recent study at Harvard, positive content triggers emotion easily. Readers enjoy positive content because it connotes happiness. Once your audience is happy, they’re easier to persuade!
Make it personal
Repeatedly, I’ve referred to my audience as ‘You’. Why? Because ‘You’ grabs attention. It makes the content sound personal. If your audience knows you’re talking about them, they’re easier to convince.
4. Your Facebook Ads return is below 200%
The average CPC (Cost per click) of Facebook Ads, for most industries, increased from $0.42 in 2017 to a whopping $1.5 in 2020.
Are you wondering why?
It’s because every year, more businesses use Facebook’s inexpensive ads to produce leads. Facebook Ads ROAS (Return of Ads Spent) help businesses calculate the amount of revenue they generate for every dollar spent. Good ROAS for Facebook ads is between 4 to 10. ROAS of 4x means you earn $4 for every $1 you spend on Facebook ads. Wow!
Not all businesses bear fruit from the seeds they sow. Is your ad strategy falling apart? If you had a B2B sales copy, you would’ve aced your ads campaign.
Don’t you worry, here are 3 tricks that will boost your ROAS.
Start your ad copy with a hook
In content marketing, hooks trigger a thought. Hooks are directly related to emotion. Why? Because hooks have words that motivate your audience to act. How do you craft a compelling hook? Here are 3 ways that you can use to start your ad copy that attracts your audience.
- State a fact
- Show reliable statistics
- Offer a mouth-watering deal
Develop a case study
Tell your audience how you’ve assisted your previous clients. Use facts and figures where necessary. These are the key! Explain exactly what was required from you and how you managed to provide value to your clients. Back the case study with testimonials and proofs.
Your case study will do most of the work for you. Now, it’s time to create urgency. Offer a stunning discount to people who purchase your service directly from your ad campaign. According to Psychology, when people are given an irresistible offer for a limited time, they are quick to respond!
5. You don’t have 2 hours per day to write your blog post
Time is money. If you can’t spare 2 hours per day to write a blog post; you’re busy enough.
However, sometimes you only look busy but, in fact, you aren’t. Try to find loopholes in your daily routine that waste your time. The sooner you identify them, the more time you’ll have for your blog.
B2B copywriters can provide mind-blowing blog posts that will save A LOT of your time. While your blog is taken care of, you’ll have time to work on much more significant tasks that require your attention.
If you’re doing all this by yourself, don’t!
Multitasking doesn’t help. It only screws up everything at once!
Focus on improving your services and leave content marketing to the experts.
6. You don’t know all 200 factors to rank No.1 on Google
Google keeps evolving its search algorithm. As you read this article, hundreds of experts are researching new techniques to improve Google’s search algorithm, the Hummingbird!
Did you know, there are almost 200 ways through which Google evaluates your content when someone enters a search query.
Pause for a moment and count, how many ways do you know?…
Is it one? Ten? Twenty? You’re still 180 ways short.
You can’t pay for all the traffic that lands on your website. You need website visitors that land ORGANICALLY.
Here, SEO techniques come into play. Your skills can craft you a killer content for your target audience. But, if you’re unfamiliar with SEO, your content will never get you to the top.
Don’t fret for you can learn basic SEO in just 15 days.
It’s like mathematics.
Many learn the concepts, but only a few achieve results.
Here are 3 ways that can help you write content that ranks.
Use Keywords & Keyphrases
Keywords are vital when it comes to ranking on Google. To find a relevant keyword on your niche, head over to Ubersuggest, and type in your competitor’s URL. Under the ‘SEO keywords’ section, you will find all the keywords that help your competitor rank on Google. Select a keyword with a low SEO difficulty score and publish an article on that keyword. Remember, your article must cover every ounce of detail on that topic.
Long-form articles that cover the entire topic in-depth are preferred by Google. Since 2019, Google’s search engine is a lot more careful regarding what it displays on the first page of the search results. Whatever you bring to the table, if it is unique and authentic, Google will help you rank.
Use keywords in titles and headings
Titles and headings are crucial for SEO. Why? Google’s algorithm can instantly analyse any content because of its title and headlines. If you’re smart enough to add your target keywords in there, chances are you can out-perform your competitor!
Check how you can improve your website’s SEO by clicking here.
7. You can’t spend at least 3 hours per day managing your blog
Managing a blog doesn’t only depend on the amount of content you’re producing daily. Blogs require a lot of hard work before they start to bring in traffic. How many articles are you publishing on your blog per week? How much time do you spend marketing your blog posts?
The content marketing strategy you wish to choose will determine the daily hours you must spend on your blog.
On average, content marketers publish two articles per week. Few publish 4 articles per month.
Managing a blog requires a lot more than just publishing articles. Besides writing a blog post, you need to do keyword research, build useful backlinks, email your subscribers regarding new useful updates on your website, and much more!
Tons of content doesn’t necessarily bring tons of organic traffic.
Why? Let me explain.
If you’re adding thousands of words to your blog every day, you need that much time to market every post. That’s why copywriters do not publish daily.
If you’re struggling to market your articles, here are 2 ways that will help you grow your online presence.
Create do-follow backlinks
In 2020, SEO is all about link juice. If you have an article with a lot of powerful do-follow backlinks, you will rank well on Google. To create backlinks, head over to Ubersuggest, and type in your competitor’s URL. Under the section of the top page, you will be able to see all the websites that link to your competitor’s article. Contact every website via email and ask them to link to your article as well.
If your article gives extra valuable information that your competitor missed out, these websites will happily link to your content.
Target keywords with a low SEO Difficulty score
Low SEO Difficulty keywords are easier to target. If your content has enough valuable information on the target keyword, Google will rank your content. To search for low SEO Difficulty keywords, enter a keyword in Ubersuggest, and check the SD Score.
Tip: Keywords with low SD scores and high CPC value are the best keywords to target.
8. Your email’s conversion rate is 0.00%
Did you know, 90 BILLION emails are sent worldwide every single day? That’s 25 MILLION emails per second!
On average, 1 out of every 100 emails produces a lead.
What are your stats? How many leads do you produce per 100 emails?
If your email’s conversion rate is dead, it’s time you change your email marketing strategy.
Here are 3 things you can add to your email campaigns that will improve your conversion rate.
Irresistible subject line
Emails are solely dependent on their subject lines. Irresistible subject lines are responsible for high click-through rates. Short and specific subject lines are best to grab attention. Include discounts, free deals, tips, and tricks in your subject lines to make your subscriber read your email.
Add a strong call to action
First, let’s clear out a common misconception. Call to action can be longer than a sentence! A call to action can be anything that triggers your audience to act. If the last two sentences of your email make your reader purchase your product, then, congratulations, your call to action is two sentences long!
When was the last time you sent an email to your subscribers? No.1 rule of email marketing, keep your subscribers engaged. If you email them once every 3 months, they will probably forget about you! That’s why smart email marketers use email sequences to let their audience know that they’re alive. Email marketing works when you’re continuously providing value to your audience.
A strong call to action can offer a jaw-dropping discount for a limited time.
Jot down these points so you can add them to your next email marketing campaign.
9. Your competitor’s business is flourishing
“The gap between what’s expected and what you deliver is where the magic happens, in business and in life” – Jay Baer, Founder of Convince and Convert.
Copywriters make the magic happen. Your services will remain in the shadows unless you bring them into the spotlight.
If you plan on beating your competitor, you need to back your business with a strong marketing strategy. In 2020, digital marketing is all about unique content. Whether it’s a video, an article, or a podcast, you need unique content to generate organic traffic.
Let me help you with that! We will go step by step.
Analyse your competitor’s website and check how it is generating traffic. Read the content on their website and try to find the gaps which you can easily fill. Gather as many gaps as you can.
Head over to Ubersuggest and research keywords relevant to the gaps you’ve gathered in step one. Pick 4 to 5 keywords that have a low SD score and a high CPC. You can get keyword ideas in the keyword dashboard.
Write an article that explains the gaps in DETAIL.
Add a video or infographic that provides an outline of your article to your post. This will give the reader a beautiful summary of the entire content.
Publish the content on your website.
This article can probably attract more audiences. Why? Because if people cannot find information regarding it anywhere else, they will land on your website!
Your competitor will never know what hit them.
10. Your posts don’t produce 5000+ shares on Facebook
Social media is booming with billions of eyeballs every year. Although organic traffic through social media is hard to generate, it can still make a difference.
Social media is all about paid advertisements. You pay $1 to Facebook and boom! You have 4 website visits, 2 page-likes, 117 impressions on a Facebook post. What else do you need?
However, the question remains. Can you produce organic traffic from Facebook or any other social media platform in 2020?
It’s all about how you plan to create content for your brand.
Facebook is all about social networking. People use social media to engage with their family and friends. The social connection they develop with other users is based on emotion.
If your content strategy connects your audience through emotion, more people will like, comment, and share your posts.
Here are 3 things B2B copywriters use that can get you 5000+ shares on your next Facebook post.
Start your post with a famous quote
Quotes attract tons of audience because everyone wants a piece of advice from a famous person. A few lines can help you attract, motivate, and educate your reader. Make sure the quote fits the purpose of your post.
Explain your objective with the help of a short story
Develop an emotional connection with your audience with the help of a short story that explains your objective. Short stories are a good way to explain how you wish to help your readers. Make sure you add A LOT of features and benefits of your brand in the short story.
Add an animation
Videos have a 22% higher engagement rate than plain text. Animations can develop a strong emotional connection with the audience. With animations, your audience will easily understand what you’re trying to explain. This will improve engagements and help you understand what your audience thinks about your brand.
11. Your landing page conversion rate is below 2.35%
The soul of every marketing campaign lies in its landing pages.
Companies use landing pages to attract traffic for an event, get sales for a product, collect emails, give a free e-book, and much more.
A landing page requires a stunning sales copy along with an eye-catching design to produce a lead. B2B copywriters spend countless hours crafting a sales copy that converts.
Is your landing page producing results?
Think for a moment, how many sales did your last landing page generate? If you were collecting emails, how many emails did you collect?
Did you achieve your goal?
The average conversion rate per landing page for most brands is 2.35%.
That means for every 100 people who land on a landing page, 2 of them buy the product. If your conversion rate is below 2.35% then you should consider editing your content.
Here are 3 mistakes that small businesses make while developing their landing page.
Poorly written sales copy
Poorly written sales copy can greatly influence the result of your landing page. A poorly written sales copy is more ‘We’ centric. The ‘We’ language shows that your brand is more concerned with its services rather than the requirements of the audience. Moreover, the copy fails to identify what the audience wants because it is too busy bragging about the brand.
We all want a cool design for our landing page. But sometimes, we go beyond the limit. A landing page with a jam-packed design can hurt your sales. When a landing page is over-crowded with A LOT of graphics, it’s hard to understand what is its purpose. You will notice that many people spent a lot of time on your landing page but they didn’t convert. It is because of your jam-packed design.
Awful call to action
Call to action is vital because they fulfil your purpose. An awful call to action can destroy your dream of a successful marketing campaign. You might get lucky and get impressive results with a poor sales copy and a bad landing page design, but if your call to action is awful you can say goodbye to all those leads in an instant. A powerful call to action has power words that help engage the audience and trigger them to act. If your call to action lacks power words. Make sure you include them as soon as possible!
For more information regarding landing pages click here.
How is your landing page campaign going? Do you make the mistakes mentioned above? We can help you produce more sales with your landing page!
Content marketing continues to produce billions of dollars in revenue for small businesses.
How you choose to persuade your audience determines the number of leads you produce.
B2B copywriting is all about writing to persuade. B2B Copywriters spend years to refine their skills before they step into the industry.
Anyone can write a sales copy according to a few guidelines but it’s always better if the work is handed over to a professional B2B copywriter.
Hackiva provides phenomenal B2B copywriting services for small business owners.
Does your small business lack these 11 signs? Drop a comment below and we will help you out!