B2B Insights from the Blogosphere

There are many, many great blogs that focus on B2B copywriting and marketing. Make it a point to visit a few of them when you are preparing to write a new piece or when writer’s block looms. You’ll find lots of great information, learn about what’s working and what’s not, and uncover new insights sure to get your creative juices flowing.

For example, doing a quick search, I found posts on what B2B companies should include in their marketing kits, what search engine optimization (SEO) strategies they depend on, and why a lower price isn’t always better. Take a look at some of the following ideas for how you can put this information to work to land bigger projects and boost your income.

Offer to Write Marketing Kits: A marketing kit is a packet that B2B companies send out to hot prospects. It usually includes materials detailing their products/services, as well as customer testimonials and case studies. It may also contain something that tells the prospect how the company’s products/services can solve their problem. As a copywriter, proposing to write the entire marketing kit for a B2B client is a great way to increase the size of your project … and your paycheck.

Get Web Savvy: When it comes to a B2B website, size does matter. Sites with more pages usually rank higher on search engines than sites with just a handful of content. B2B sites need articles, reviews, case studies, white papers, product descriptions, mission statements, and more. Learn how to write these pages and (here’s the crucial part) how to interlink them, and you will become a golden resource for your B2B clients.

Encourage Your B2B Clients to Price Test: Some products and services sell better at a higher price. The higher dollar figure increases the perceived value of what’s being offered, and can boost the credibility of the company making the offer. This doesn’t always work, but it’s worth testing … especially in B2B markets.

The Internet gives you so many opportunities to enhance your professional skills. Reading tips from other copywriters in your field is a worthwhile habit, particularly in a field as dynamic as B2B copywriting. If you visit http://blog.futurelab.net/2007/02/big_list_of_b2b_marketing_blog.html you’ll find a host of useful B2B blogs. Check them out.

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Published: April 9, 2008

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