B2B Copywriting: Starting a Career as a B2B Copywriter

B2B Copywriting: Starting a Career as a B2B Copywriter

You have read books, taken online courses, studied great sales letters and written some copywriting samples.

What’s next?

You are ready to find copywriting clients.

But before you run off looking for clients, there is one important decision you have to make.

You have to decide whether you want to be a B2C or a B2B copywriter.

More experienced copywriters write for both industries.

But as a new copywriter, it’s advisable to focus on one and build your career from there.

If you decide to go the B2B route, congratulations. You’ve made an excellent choice!

This article will shed more light on what B2B copywriting is and how you can make a living as a B2B copywriter.

Let’s dive right in.

What is B2B Copywriting?

The term B2B means Business-to-Business.

It is used to describe businesses that sell to other businesses.

Examples of B2B industries are safety, manufacturing, construction, business software companies, HR systems, office supply agencies and lots more.

This is different from B2C (Business-to-Customers) which is used to describe businesses that sell to individual customers.

B2C industry examples include banks, restaurants, mechanics, health, travel, retail etc.

You get the difference, right?

Now that we have established what B2B industries are, what is B2B copywriting?

B2B copywriting is defined as the act of writing copy for companies to inform other companies about their products and services.

Opportunities in B2B Copywriting

There is a huge opportunity for copywriters in the B2B industry and the demand increases daily.

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Here is why.

Unlike the B2C industry where consumers can make purchasing decisions in minutes, B2B buying decisions usually take from 1 – 6 months, even up to a year.

This makes Lead Generation the most important aspect of a B2B sales process.

85% of B2B marketers say lead generation is their most important content marketing goal.

B2B companies want leads. They know getting quality leads is the first step to getting clients.

A Lead is someone who has expressed interest in your product or service.

You may have come across an ad on Facebook or LinkedIn of a company advertising a free ebook or whitepaper.

The idea is to get people in an email list where they can send more promotional materials until they become customers.

Companies need to create a lot of marketing materials. From generating the lead to closing the sale and beyond.

This is why there is a huge for B2B copywriters.

Let’s take a look at this example.

A Company that sells Accounting software to other companies needs to generate leads.

It creates a free ebook on “7 common mistakes to avoid when choosing an accounting software”.

Then the company creates a landing page where people will go to download the ebook in exchange for their email address and other information.

Once their audience gets to the landing page, they still need to be convinced about why they should sign up.

The company also have to drive traffic to the landing page by promoting it through Facebook Ads, LinkedIn Ads, Google Ads, emails, or website, social media etc.

Once they get the emails, they need to create an email nurturing sequence to keep educating the lead until they become paying customers.

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These include sending marketing materials like whitepapers, case studies, articles and so on.

Can you see how extensive this lead generation process is?

Can you see the different type of copy the company need produce between the lead and the sale?

This is where you come in as a B2B copywriter – to write all these types of copy

Types of Projects for B2B Copywriters

Here are some of the marketing materials used in the lead generation process:

  • Whitepapers
  • Ebooks
  • Case studies
  • Press releases
  • Sales pages
  • Landing page copies
  • Blog posts
  • Email autoresponders
  • Reports
  • Webinar slides
  • Video scripts

The best part is one client may need all the above.

Why copywriting is important for B2B companies

There are The B2B companies know they need better copy for their landing page or website to convert more visitors.

For example, a company gets 2000 monthly visits to its website and converts roughly around 10% into leads. That’s 200 leads.

At a 5% lead to customer conversion rate, this equals 4 customers.

If you come in and write a better copy, the conversion rate increases to 15 – 20%. That’s 300 – 400 leads.

At a 5% lead to customer conversion rate, this equals 6 – 8 customers.

Imagine the difference this small change does to their bottom line.

Now you can see why there is a serious demand for B2B copywriters who know their onions and understand what lead generation is all about.

When they find someone that does wonders to their ROI, they tend to keep the person over a long period of time.

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How find B2B copywriting clients

Finding copywriting clients is the toughest part of copywriting but once you know the tricks, it gets easier.

Here are some ways you can find copywriting clients:

  • LinkedIn: connect with decision-makers in your B2B industry you’d like to write for and send cold messages about who you are and how you can help them.
  • Google: find a list of companies you’d like to work with. Then send cold emails to their contact person. This is usually the marketing manager or marketing director. You can find their emails using a tool like Hunter.
  • Networking Events: attend events where your ideal clients are. Network with them and ensure you prove enough value
  • Guest Posts: write guest posts for popular websites related to the niche where your ideal client frequents.

Final Thoughts

There is a huge opportunity for B2B copywriters. B2B companies are clamouring for writers who can communicate what they offer to the world in a clear, compelling manner. There is a lot of steady work and they’re willing to pay for it.

You don’t need technical knowledge to be a B2B copywriter. After all, your job is still to write copies in a persuasive way that will get readers to take a specific action.

Once you learn the basics of copywriting and you are good with researching, you are good to go.

All you need is a couple of clients to start earning a six-figure revenue.

Yet to understand the basics of copywriting? Learn more about my Copywriting Beginners Handbook.

Got any questions? Kindly leave a comment below

Wale Adeyemi

Wale Adeyemi is a digital marketing and copywriting specialist with years of experience helping businesses generate more revenue through paid traffic campaigns and high converting sales copy.

This Post Has 3 Comments

  1. Julie

    This is a very good and apt write up. Thanks

    1. Wale Adeyemi

      Hi Julie, I’m glad you liked it. You are welcome.

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