Copywriting is the subtle art of using words to influence consumer choices and achieve business goals. B2B SEO copywriting is part of a larger digital marketing strategy aimed at improving a company’s search rankings and online presence.
Its purpose is to continuously engage with B2B customers along their buying journey by creating brand awareness, generating leads, driving conversions, and delivering memorable customer experiences. The ultimate aim of B2B copywriting is to improve business-to-business sales and boost revenue.
Purchasing dynamics vary wildly between the B2B and B2C domains. B2B copywriting is directed at entrepreneurs and executives who make purchase decisions for their organizations.
These decisions are typically made over time and based on careful evaluation and consultation with in-house teams like procurement, finance, and operations. Therefore, B2B companies must address these buyer considerations and get their messaging right.
B2B companies can use copywriting to convey empathy for a buyer’s pain points and offer solutions that are reassuring and minimize risks. It can help convince potential customers about the benefits of their products and services over competitor offerings.
Strategically written marketing copy can help B2B companies grow by building solid reputations, fostering long-term relationships with their customers, and gaining referrals in the process.
You might also be interested in: How to Hire a B2B SEO Agency
3 B2B SEO Copywriting Best Practices
Like anybody else, B2B buyers are bombarded with hundreds of ads and promotional material every day. Getting noticed amid that sea of messages can be quite a challenge.
Whether it’s your landing page, meta title, or email header, the words you choose need to strike a chord with your core audience. But more than that, they have to convey a call to action meaningful enough to drive conversions.
Here are three actionable copywriting strategies for B2B SEO that you can use to create compelling content that’ll help your business stand out.
Read also: Why is SEO Important for B2B?
Use Keywords the Right Away
Keywords are search phrases that services like Google and Bing use to rank order search results. SEO for B2C typically focuses on hundreds, even thousands of relevant keywords to reach the widest possible range of consumers.
SEO for B2B, in contrast, has to focus on a far smaller selection of keywords targeted at a narrow demographic of B2B buyers. Here are two keyword strategies that can improve your search rankings and help you get noticed by potential clients.
- Conduct careful research to identify the right set of keywords and their synonyms. Within that set, target high-volume keywords with lower competition. That said, avoid keyword stuffing or overuse.
- Identify user intent to define your keywords. You’ll have a better chance of being seen if you can match your keyword usage to a user’s search intent.
Focus on Quality Content
Content is the king as far as SEO is concerned. Search engine crawlers quantify content quality based on factors like relevance, proximity, backlinks, and referring domains. Additionally, you should make allowances for the following considerations:
- B2B buyers are more interested in benefit comparisons, product specifications, in-depth reviews, and bulk-order benefits. Make sure your copywriting caters to these requirements.
- Research by Google and CEB has long established that emotional connections work much better with B2B buyers than with the average consumer. That’s probably because B2B buying decisions are more complex, risky, and expensive. Leveraging copy to form emotional bonds with your customers is likely to result in positive outcomes for your company.
Break Up Your Copy
Attention spans are generally on the decline because of the barrage of marketing messages on the internet and social media platforms. Nobody has the time or inclination to go through pages full of text anymore. This can be challenging for B2B copywriters because they need to communicate multiple touchpoints.
That’s why breaking up your SEO content into bite-sized pieces and bullet lists can help get your message across smartly. You can also complement your copy with relevant multimedia elements, infographics, and videos for better customer engagement.
Finally, focus on providing a seamless website interface that adds to the customer’s experience and helps reduce bounce rates. While you’re at it, you should consider working with a WordPress SEO agency.
How is B2B SEO Copywriting Significant for Your Digital Marketing Efforts?
Competition for top rankings on a search result page is understandably cut-throat. SEO is one of the best ways of taking your page visibility and online presence to the next level.
As such, SEO is integral to your B2B digital marketing initiatives. An internet search is usually the first step in a buyer’s journey today – both in B2B and B2C. Therefore, the way you craft your copy is what will give prospective buyers their first impressions of your company or brand.
B2B SEO copywriting can help you align your content with your business goals. A well-formulated SEO strategy is key for digital marketers looking to improve discoverability and establish an enduring reputation for their B2B brands.
Get Help With B2B SEO Copywriting
It’s one thing to get the theory right, and quite another to put it into practice. That’s particularly true for B2B SEO copywriting. There’s nothing quite like expert help when it comes to raising your B2B SEO game.
Auq.io is committed to growing your digital presence by improving online traffic, boosting conversions, and driving sales. All this so you can devote all your energies to growing your B2B business.
Contact us today to find out how we can help you with B2B SEO copywriting.