Why Quality B2B Copywriting Matters

“Your job is not to write copy. Your job is to know your visitors, customers, and prospects so well, you understand the situation they’re in right now, where they’d like to be, and exactly how your solution can and will get them to their ideal self.”

– Joanna Wiebe

Not all copywriting is created for the same purpose. Sure, it’s being written for advertising or other forms of marketing but understanding who you’re writing for is what matters.

B2B copywriting is similar to writing for B2C (business to consumer) in that the end goal is to engage and convince the reader to take a specific action. But how you create that desire for someone to take the next step depends on what drives them.

For B2C readers, appealing to their emotions focuses on highlighting their wants which in turn drives their actions and behaviour. For B2B readers emotion plays a role but appealing to logic will ensure more success, here’s why;

B2B readers are less likely to make impulse purchases and spend more time investigating and understand the products or services they are investing in.

This creates a longer sales cycle, where B2B writers need to help readers understand the costs involved, as well as the impact the product or service will have on productivity and profit.

Understanding your audience and what motivates them before you start writing will make a noticeable difference to the success of your business’s lead generation and sales.

Now that you understand the difference between B2B vs B2C copywriting here are a few tips you can use to improve the quality of your B2B writing.

Know your audience

Identify who it is you are targeting with your writing. Having a clearly defined target persona will aid you in writing copy that appeals to their needs, curiosities, and possible objections.

Write with your brand’s personality in mind

Writing copy with the right tone of voice will help convey your brand’s personality and values. Doing so will make your copy seem more authentic. Even though the person reading your copy works for a B2B company they will respond better and be more receptive to writing they feel is genuine and reflects the identity of the company.

Use storytelling techniques

Using storytelling techniques in your writing will help to capture the reader’s attention. Stories, case studies, and other anecdotes help writers illustrate their point. It can also help to liven up what is sometimes a fairly boring topic.

Don’t forget the headline

Headlines shouldn’t be an afterthought. They are what hooks and draws the reader in. The headline should highlight benefits, create curiosity while being specific. Wishy-washy headlines don’t get clicked.

Get to the point

B2B readers are busy professionals. Writing long, jargon-heavy copy will put anyone off. Instead, keep things simple by getting to the point quickly and deliver your message in a readable way.

Quality B2B copywriting is concise, persuasive, and relevant to your audience. Making good copywriting part of your business strategy will help you generate more brand awareness, attract new leads and ultimately close more deals.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss Something to get your feet moving. We Might As Well Dance by Madeleine Peyroux. More to listen to on our Spotify Playlist.

Social Media for Sales Teams in the Industrial B2B world

“Great salespeople are relationship builders who provide value and help their customers win.”

– Jeffery Gitomer

Sales teams in the Industrial B2B world have had to keep up with the explosive growth in digital marketing to stay competitive, generate and nurture new leads.

They’ve had to adapt and understand how technological advancements, shifting buyer preferences, and improved connectivity have changed the way people interact, connect and educate themselves on products and services.

Social media platforms are increasingly becoming the new model for sales teams in the industrial world to find and engage with prospects.

By providing value through high quality and informative content and engaging with prospects through social media (also known as Social selling), sales teams are better able to create brand awareness, build relationships and guide prospects through the buying process.

Having a strong and professional brand presence on social media helps sales teams reduce the amount of time they spend looking for leads, improves the quality of the relationship with prospects, which helps to shorten the overall sales cycle.

Here are a few tips to remember as an industrial B2B sales team using social:

Understand your audience, knowing the personas of your ideal prospects will help you solve their problems and provide quality content that appeals to their needs.

It takes time to start creating leads, build trust and authority, and develop relationships with people. Investing the time to be social and authentic on any social platform is vital to the success of social selling.

Know which platforms your target audience is on and what type of content they respond best to. The reality is that your target market is using multiple social platforms, and so should your sales teams. Facebook, LinkedIn, and Twitter appeal to different people and groups in your target market. Creating and testing different types of content for each of those groups, helps your team identify the best way to attract and convert new prospects.

Remember it’s about building networks and relationships not pitching products and services. Being authentic and showing an interest and responding to the questions and comments users have will have a profound impact on how they perceive and trust salespeople. 

B2B brands and sales teams that are not using social media as a way to connect with prospects are missing out on one of the most effective ways to build strong relationships and credibility, and importantly stay competitive in a world which revolves around being able to communicate and do business digitally.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Mango by Handbook Safe Travel will distract you, in a good way. More to listen to on our Spotify Playlist.

The magic of B2B storytelling in marketing

In the modern world, impactful brand storytelling is about how to look your audience in the eye, digitally.

– Amelia Veale

When marketers seek to develop a deeper connection with their audience, whether to inspire, educate or influence them, they can tap into a fundamental aspect of being human, our love of stories.

Storytelling when done correctly has a profound effect on human emotions. Having a deeper understanding of these emotions and motivations allows companies to lay down their brand’s narrative helping them find common ground with their audience.

B2B brands have long had the problem of how to connect with their target buyers (decision-makers) at other companies. Knowing that these buyers are affected by and base some of their decisions on emotions like all humans, means connecting with them emotionally has a big impact on the success of building trust, forming relationships, and ultimately doing business with them.

The power of stories to create connections between people and ideas, to convey history and values is something world leaders have been doing for a long time to motivate people to take a certain action. When used by industrial companies and B2B’s it can help shift marketing efforts from salesy pitches and boring prospects with endless features and figures to captivating their attention and helping them create a connection to your business. Here’s how.

Stories can be used to highlight and address challenges that clients experience. By using storytelling to show customers that you understand their needs and concerns around a specific problem, or even one they were unaware of, helps them assess whether you are the right partner to solve their pain points.

Humanize your business through stories. Getting an audience to relate to your brand story can be difficult, by humanizing your business it breaks down the abstract side of the business. Humanizing your brand makes it real for your audience. B2B’s can do this by sharing stories about their own failures and successes, show off the people behind the scenes by giving employee’s a voice, showing gratitude, and being transparent.

Utilise case studies and customer success stories. This is a great storytelling technique because it is instantly relatable as a real-world example of success. Why are case studies so effective? It allows you to tell a story without being self-serving, highlights your expertise and the value your brand offers.

Let customers tell the story for you. By using customer testimonials in their marketing brands can leverage the powerful psychological effect a satisfied customer creates by helping build trust and credibility. Testimonial stories provide assurance about the quality and value of the service they received, one of the most important aspects of the buying decision making process.

Storytelling helps breath life into any type of business, and what business doesn’t want to drive connections and engagement in a truly human way.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Coastline by Hollow Coves to get you into the storytelling mood. More to listen to on our Spotify Playlist.

Why B2B companies need to be on Instagram

81% of people use Instagram to help research products and services

– Instagram business statistics

Facebook is still undoubtedly at the top of the social media pyramid with more than 2.7 billion monthly active users. Together with LinkedIn, Facebook has become an integral part of most social media marketing strategies for industrial companies and B2Bs.

It’s easy to forget that Facebook owns four of the six social media platforms that boast over 1 billion users. One of these being Instagram which has around 1.2 billion monthly active users.

While Instagram initially started as a social network to share photos with friends and family, it has quickly evolved into a platform that allows brands to blur the lines between the personal (human) and professional sides of their business.

Unlike LinkedIn which is focused on professional networking and career development, Instagram is a mashup of pretty much everything; from travel to fashion and food. So why should industrial companies and B2Bs, in general, consider including Instagram in their organic marketing efforts?

While paid advertising has its place for targeting specific ‘short-term’ business objectives, organic posts have a more long-term effect on customer and prospective employee perceptions.

Though not impossible it’s becoming more difficult to reach users with organic content on Facebook and LinkedIn, this is where Instagram offers the biggest opportunity for B2B businesses.

Instagram is a great platform for building brand awareness, community, establishing credibility, and driving engagement all organically. Using a mix of user-generated content, behind the scenes insights, and appropriate hashtags B2Bs can achieve organic reach in ways they can’t on other platforms.

Because Instagram is essentially a visual search engine, brands can get creative with how they design and share visual content through curated posts, videos, carousels, and stories. It’s through these different types of content that B2B brands can connect with audiences on a more human level and showcase their values and personality.

Why is this type of organic reach such a big deal when paid advertising can generate a return on investment ‘fairly quickly’?

When done well a good organic social media strategy on Instagram can act as a place where potential customers, media members, and prospective employees can research, learn and directly engage with brands. More than that it directly impacts search engine results and lets you promote your products and services without being too direct.

Organic social media should be viewed as a long-term strategy that helps you connect with followers, and Instagram is just the platform to do it on.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Live Well by Palace, sit back and relax. More to listen to on our Spotify Playlist.

Time for a Career revamp?

“If opportunity doesn’t knock, build a door.”

– Milton Berle

As we continue to feel the effects of the pandemic into 2021, the ripple effect from the first series of lockdowns has forced change on some people while shifting priorities for others. With the ‘second wave’ playing out around the world more people are having to look at the impact the pandemic is having on their careers, and industries.

For those that have decided to seek out new opportunities, now is the chance to update your resume and cover letter, rethink your LinkedIn profile and start networking in a way that opens new doors.

Updating your resume and optimizing your LinkedIn profile to meet the platform’s best practices doesn’t need to be difficult or time-consuming, here’s where to start.

Resumes & Cover Letters

It’s not always the candidate with the best qualifications or work experience that lands the role. It’s the person who marketed themselves the best. When revamping your resume keep the following in mind.

Your resume is a chance for you to showcase your personal brand. Including a summary or branding statement helps create a focused message that aligns with your ‘brand’, showcases your unique value, and helps differentiate you from other candidates.

Keep your resume relevant. Industries and processes change over time, consider removing old or irrelevant work experience that doesn’t align with your future goals or desired career.

Include your custom LinkedIn URL. Why? LinkedIn is part of your overall professional presence and for many industry professionals, the most important social media platform for networking and job searches. 

The visual design of your resume and cover letter should reflect your personal brand as well as your target industry. Colour and layout play an important role in how employers perceive you. Creating a unique visual resume will help your resume stand out while still being you.

You want your resume to tell your story. This is your opportunity to explain why you are so valuable in a way that grabs the reader’s attention, making you more memorable. Use storytelling techniques throughout your resume to highlight your biggest accomplishments. The goal is to create a connection with the reader so they want to learn more about you.

LinkedIn Profile

LinkedIn is the social media platform of choice for industry professionals, recruiters, and businesses looking for talent. Optimizing your profile can help you leverage the networking potential of LinkedIn and improve your job search. Make sure you’re ticking the following LinkedIn best practices boxes.

Make sure you have an up to date and professional profile photo. It creates a positive first impression of your profile. Include a cover image that’s both eye-catching and reflects your personal brand.

Customize your LinkedIn URL, www.linkedin.com/in/yournamehere. This allows you to use it across different platforms to market yourself.

Make sure all your relevant contact information has been filled out. People won’t contact you if they can’t easily do so.

Put some thought into your headline. Avoid just putting your job title down. Use your headline to help make a positive impression and explain what exactly it is you do and offer. It’s also a chance for you to include keywords that help your profile appear in LinkedIn searches.

Use the about section of your profile to share your story. Remember to write in the first person. Adding skills to your profile also shows recruiters what your core competencies are, make sure to highlight your strongest skillsets.

When adding your experience, don’t just copy in what it says on your resume. While your resume is more concise and targeted to the position you want. Your LinkedIn profile can and should include a more complete picture of your overall work experience.

Take time to add in your accomplishments. This is where you can add noteworthy information about yourself outside of your employment history.

Need a helping hand putting it all together? Check out our design and copywriting programs for resume and LinkedIn upgrading at www.brieffin.com/personal-brand/.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Lost in The Light by the Bahamas, perfect for a coffee break. More to listen to on our Spotify Playlist.

Key Qualities Of Great Brands

Products are made in the factory, but brands are created in the mind.

– Walter Landor

Everyone’s definition of what a brand is, is slightly different. Ask someone what a brand means to them, and you’ll get a different answer every time. We can all agree, however, that a brand is a lot more than just its colour palette, a logo, and some creative fonts.

The truly good brands understand that the key to branding success lies in getting key factors right. It’s these qualities that distinguish successful brands from poor ones.

Below are five principles to keep in mind when thinking about branding.

Keep Things Simple

When it comes to branding, keeping it simple is important. A complicated brand message only leads to potential misunderstandings about what it is the brand does or what makes it different.

There should be no confusion around how the brand is perceived in the marketplace. Simple doesn’t mean boring as long as it’s memorable, think Netflix.

Focus On Consistency

You want your brand to be memorable, yes, but you also want people to trust it. Having a consistent image and style that you can share with people over time, helps them recognize and place your brand. Trust is built through experiences. Consistently delivering a unified brand experience, assures people of a positive outcome.

 Be Unique

The sum of all the things that separate you from your competitors. It’s not just a brand’s image that makes it unique, but its story as well. How a brand visually expresses, positions, and shares its personality makes up its unique identity. It’s this unique identity that people remember and relate to.

Continuously Build Relationships

Brands that can build relationships with their target audience can keep them coming back. Engaging with customers and analysing any feedback helps you align consumer wants with business goals. 

Focusing on relationship building is a good way to ensure long -term brand success. Good relationships mean loyal customers.

Share Stories

It’s no secret that storytelling is a powerful technique in helping people connect and build relationships. Never has it been truer than today, where most of us live in a fast-paced, digital world.

Stories are something we are hardwired to pay attention to. The secret for brands is to share stories that highlight their value, consumers that share those values will be more motivated to interact with that brand.

When used correctly these branding and marketing principles create the right opportunities for brands to create awareness and grow.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Something soulful by Gregory Isakov. More to listen to on our Spotify Playlist.

Oh, The Stories We Can Tell!

That’s what we storytellers do. We restore order with imagination. We instill hope again and again and again.

Walt Disney

Storytelling in marketing is nothing new, but so many brands continue to miss out on the unique capabilities that this type of communication tool can provide for their business.

Storytelling in business can be used to help break down or clarify a message that your customers will understand, remember, and possibly share with others.

That last point is especially important because a positive conversation about your brand from a trusted friend, family member, or colleague can hold a lot of weight and influence on how you view that company in the future.

Because humans are complex emotional beings, when it comes to marketing, appealing to logic and reason is in most cases only half the job. To try and create a level of trust (that grows over time with positive experience) brands can use storytelling as a way of building a relationship with their audience.

However, creating a real connection isn’t as easy as it sounds, people aren’t easily fooled by tall-tales and a questionable back story. So, it’s important to show your brand’s true colors and be authentic in the story you are telling.

As far back as we can remember people have been using stories to pass down information, but why use a story, surely, it’s just a longer route to saying what you actually want to say? While it might be longer, stories help us recall information that we may have otherwise forgotten, allowing us to piece together the underlying message and process how we feel about it.

For marketers, this is a great way for people to remember specific details about your products, services, or brand in general. Making it easier for them to recall those feelings when they see or interact with your brand.

Storytelling is about context and blending facts and feelings to hold a customer’s attention long enough to make an impression.

Creating a story that plays on the emotional side of our brains, allows brands a different way of marketing, one that shifts from a selling mindset to a connecting one and engages your audience in a way that your competitors might not be.

An important aspect to remember is that sometimes the best stories lie not with your business but with your customers and their experiences. By sharing stories that other customers will find relatable they subconsciously make a connection with your brand.

Storytelling isn’t just about words either, humans are undoubtedly visual creatures. With more and more businesses creating video content, it’s important for brands to cut through all the clutter. Creating engaging stories is the quickest way to connect, build trust, and ultimately drive sales, traffic, or interest in your business offerings.

Storytelling is also not limited to any one industry or type of business. Any brand no matter how small their niche can tell their story and capture the hearts and imaginations of their audience. With a thoughtful and consistent approach telling your story might be your best marketing weapon yet.

Our Moment of Bliss

Storytelling is not limited to anything. Music is one of the best sources of all types of stories. Today we focus on the electronic song “Over & Out (Delamare Remix)” by Sparrows, Delamare featured on our Spotify playlist.