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What Pays Better: B2B or B2C Copywriting?

The B2B copywriting landscape is changing. More and more brands are seeing the benefits of engaging with customers through web content—especially since social media is such a powerful tool for influencing consumers.

Whether you are a marketer, content strategist, or corporate communications professional, having a clear understanding of all the different types of B2B marketing copy can help you develop compelling messaging for different customer personas and drive engagement for your brand.

So, what pays better: B2B or B2C copy? The answer may surprise you.

B2B Is Better

For decades, established brands have funded their B2C marketing activities through affiliate marketing, which typically involves getting paid per click (PPC) or per impression (CPM) on ads on third-party websites. The main purpose of these ad campaigns was to generate sales leads.

Then, along came the digital age and the affiliate marketing nightmare that was created. In 2020, advertisers are struggling to generate the same level of ROI as before the pandemic.

With the increased ability to target audiences based on specific interests and attributes, many brands decided to rebrand their B2C activities and shift their focus to B2B marketing.

This wasn’t a difficult decision. According to HubSpot Blogs’ research, 83% of executives cite gaining market share as the main motivation for undertaking a B2B marketing campaign versus 64% citing brand awareness and 52% citing customer engagement for their B2C efforts.

These figures aren’t surprising. After all, the benefits of focusing on B2B marketing should be apparent:

  • Deep insight into prospective customers’ needs and challenges
  • The opportunity to build long-term relationships with higher-quality leads
  • The potential to gain market share and outperform competitors
  • A greater emphasis on quality and value rather than just volume
  • A greater ability to self-define your target audience

These are all important considerations for any business, but they’re even more critical for a brand new to the industry. That’s why it’s beneficial for marketers and business owners to enter the B2B world with an open mind and a desire to learn.

Why Should You B2B Market to Businesses?

The main reason to B2B market to businesses is that you’re usually speaking to a decision-maker who has the authority to act on your behalf. If you’re emailing a sales rep, you’re probably not going to get a satisfying response. However, a business owner or a senior manager might be more inclined to help you.

This is especially critical if you’re looking to sell a complex product or service. Chances are, they’ve never heard of your company and don’t have much of a need for your product or service. But when you’re armed with knowledge about their industry, the importance of their role, and compelling evidence that your product can solve their problem, you’ll be able to close a deal.

In some cases, B2B marketing can also mean targeting customers who are at the early stage of their buying cycle. You’ll want to strike while the iron is hot and get in front of highly qualified leads who are seriously considering your product or service.

With so much information floating around on the internet, customers are increasingly researching products and services before buying them. According to HubSpot Blogs’ research, consumers spend more time researching products and visiting websites before buying them than they did previously.

The good news is that online marketplaces like Google and social media allow you to track the progress of these leads and get in front of them when they’re most likely to buy your product.

In many cases, this is before the buyer even makes a decision. So, in the interest of getting your product in front of a potentially larger audience and driving sales, you’ll want to B2B market to businesses.

B2B Copywriter’s Role

A B2B copywriter’s role is complicated. Not only do you have to ensure that your pitch is compelling and easy to understand but you also need to consider the voice and style of the person you’re writing for. This is a difficult balance to strike, especially if you’re just starting out. So it’s important to look for advice and training from more experienced professionals.

If you’re fortunate enough to have a mentor in your field who can provide expert guidance and advice, you’ll be able to accelerate your learning curve and develop the skills you need to succeed in this field.

If you’re still wondering how to best go about developing your B2B marketing strategy, consider all of the following: