How to Write Compelling Copy for Your B2B SaaS Company
B2B SaaS companies are generating more digital leads than ever before by focusing on inbound marketing, specifically content marketing. However, not everyone feels comfortable sitting down at the laptop and typing up blogs, social posts and emails—especially when they aren’t sure where to start.
Learning tips and tricks for writing compelling copy for your B2B SaaS company is crucial for getting the right leads to your website. Here’s how to get started.
Create a 360° view of your audience
Before writing any copy for your B2B SaaS company, you need to be aware that understanding who you’re talking to is key to writing compelling copy.
Start by asking the following questions:
- Who are you trying to sell to, and what frame of mind will they be in while reading your content?
- What problems might these people be facing right now that you can help solve?
- Where are they in the sales funnel when reading this content? Are they just starting to learn about your product or are they at the point where they’re prepared to make a buying decision?
Use all of the answers to these questions to create or update your buyer personas and highlight the value of your product in a way that will resonate with your audience.
Without a thorough understanding of who you are writing to, you will be making guesses while writing your copy, which can attract unqualified leads or simply be overlooked by the target audience you want to attract.
Utilize empathy in B2B SaaS copywriting
Writing compelling copy requires empathy: you aren’t writing for you, you are writing for your potential buyers. Write what they care about, not what you feel like sharing.
Writing content that helps fill a need or fix a pain point is vital for building trust with your audience. Now that you have your updated buyer personas mapped out, you can do some research to find out what problems they’re facing, how your product compares to your competitors in that arena and which topics would be the most valuable to write about.
Here’s an example of audience/keyword research:
You do a little research and find that this is a popular search term: “simple accounting software.”
The B2B SaaS customer searching this term might need to cut down on time spent dealing with accounting, they might not be well-versed in accounting or they might be looking for their first-ever accounting software for their brand new business.
What content can you create to help them on their buyer’s journey? It could look like a blog titled “How Simple Accounting Software Increases Efficiency for Your Small Business.”
All of these people are different segments of one overarching audience and have slightly different needs, so taking the time to understand what they’re searching for and why will help you empathize with them while creating tailored content. If the brand new business owner is one of your personas, then consider writing copy that introduces your product as user-friendly and great for startups.
Frame your writing around the end goal
Establish the objective of your content before you start to write it. Decide what your call-to-action (CTA) is going to be using CTA best practices, and frame your writing around that end goal.
Just like in other facets of your B2B SaaS business, you want to set goals that can be analyzed later on in order to make future content decisions. Writing copy with your CTA in mind will help you stay organized and focused on the end goal, which is a huge time-saver.
Here are some CTA examples you can include in your content:
- Link to a blog post throughout the article
- Create a button that leads to your pricing or contact page
- Add in a designed CTA that lets users download an ebook or infographic
Have you ever thought, “Just get to the point!” while reading a blog post or email newsletter from another company? Don’t do this to your readers!
Highlight your main points with headings in your copy, and keep your paragraphs short while using white space to break up your content into clear sections. As long as your copy is meaningful and relevant, you won’t run into any problems here; however, writing too long of an article to answer one fairly simple question will cause you to lose qualified leads along the way.
Be sure to consider your goals and your audience while making the decision regarding the length of your content. No matter what, make it scannable, add examples and be clear.