A successful B2B business marketing journey starts with top-quality content.
- Get it right – thrive!
- Get it wrong – prepare to fail.
Whether you want to make some noise about your new product, expand your market or increase awareness and visibility about a specific solution, one thing you need on your side is great content.
But creating killer B2B product pages is no easy task. So, we’ve put together 6 top tips to help yo create powerful content, connect with your audience and draw them to your marketing funnel.
Do Your Research and Understand Your Customers
Before you put pen to paper or touch your keyboard, you must conduct research and get to know your target market:
- Who are they?
- What do they do?
- What do they read?
- What platforms do they visit online?
- What are their pain points?
- What are their challenges?
- What are their ambitions?
- What do they need/want?
- Does your product or solution meet their demands?
- What problems does your solution solve for them?
Create a buyer persona to use as your ultimate guide during your creative process.
Create Killer Headlines For Your Products & Services
A compelling headline is an absolute must. What is it about your product or service that will make them visit your site? Fail to grab their attention and they’ll scroll on by.
Make your headline stand. Not in a clever or quirky way but in a simple and strong way. State clearly how your product or service addresses their pain points.
Talk Directly to Your Customers
Regardless of your industry, make sure your content addresses your audience directly.
Don’t open with “This product or solution does this and helps retailers/banks/restaurants to achieve that.” You’re not talking to a retail store, a bank or a restaurant.
Talk to the person you want to engage – “This product helps YOU to achieve THIS.”
Refer to Your Customers’ Pain Points and Needs
When creating your product page don’t focus on how great you think your product is. Tell people what it will do for them.
Be clear. Keep it short. Put yourself in your customers’ shoes.
Instead of saying “This is an amazing solution”, just explain simply and clearly what it is, what it does and what it brings.
Use empathy. Show customers you understand them – “We know what you’re going through, that’s why we created this product in the first place. We’ve got your back. You’ll solve these problems; you’ll achieve these results by buying our product.”
Once you’ve written your content, go and sit on the other side of the table and read it out loud. Imagine you’re the customer hearing this. Would you be convinced?
Is it appealing? Is everything clear enough? Only when the answer to these questions is “YES”, can you move on to the next step.
Speak your Customers’ Language
It’s important to know your customers’ language. Read what your customers read, follow LinkedIn pages they follow, get to grips with their terminology. Watch their interviews on YouTube. Read the news in their industry. This will not just come to you in a flash of inspiration. But it’s all out there. All you need to do is go and find it.
With this knowledge in your back pocket, your content will read as if you understand the industry, know your customers’ needs and have the tools to help them achieve their goals.
What is your product’s story?
Find it. Bring it out. After all, marketing comes down to the stories we tell.
If you think to yourself. “But this is a product page, not a novel”, ditch that thought.
We all know that. Your customers know that. But stories are what stick with the people. It doesn’t have to be a soap opera or a love story.
Your product’s story is about the experience it will create. What does your product do so well that your customers will go tell colleagues and friends about it? What is it that is so unique about what you’re selling? Find it. Bring it out.
At Fascinatid, we always say your B2B product page should stick in the mind of your reader.
Focus on clear, concise content that explains the challenges your product or service solves and the value it brings to your customers.
If you want killer content that increases conversions, but you’re not sure where to start, get in touch. Our expert B2B marketing team is here to help!
