What is B2C copywriting? In contrast to business-to-business (B2B) copywriting, business-to-consumer (B2C) copywriting is the development of copy material for companies that sell directly to end-users.
B2C copywriting includes TV ads, radio ads, Facebook and Instagram campaigns, print ads in consumer magazines, banner ads on websites, among many other types of ads. Here’s how to maximise engagement for your B2C clients.
Speak directly to the end-user.
To help your B2C client reach more customers and increase sales, your copy should focus on creating a personal connection between your client and the consumer. Unlike B2B marketing, where a group of people may need to make the decision to purchase, B2C copy targets the end-user, who is usually buying the product or service for themselves or their family.
Your copy needs to appeal directly to the purchaser, whether it’s a mom, a businessman, a married couple, a pensioner, etc. Of course, the exception is when your content appeals to a young market who will persuade their parents to buy the product or service for them.
Make an emotional connection.
The most effective B2C content reaches the consumer on an emotional level. They want the product because of how it makes them feel, or because it speaks to their desires, needs, dreams or concerns. Often, the line between wanting and needing the product is blurred.
Consider the teenager who simply must have the latest phone to feel like part of the in-crowd, or the stressed worker who imagines themselves enjoying the well-deserved tropical holiday your client is marketing to them. Your copy should reassure them that their hard-earned money will be well spent.
Understand the voice of the company and build a following.
Most B2C clients rely heavily on building a social media following. Although the brand’s voice will be consistent, the tone will vary depending on the platform. For example, the content you write for your client’s LinkedIn may be more formal than their Instagram posts.
However, regardless of the platform, B2C copy is generally more conversational and casual than B2B copy.
Content needs to be engaging.
Creating engaging content is critical for your client to achieve their marketing goals. For example, successful social media advertising generates high viewer engagement through likes, shares, reposts and comments. This creates hype and desire for a product or service, leading to sales and expanding your client’s market share.
While some B2C copy focuses on hard sales, other types of content are more effective for building brand awareness, such as interesting information related to the brand or product and how it can help or satisfy the end user.
Great SEO is the door to your online store.
When it comes to search engine optimisation (SEO), it’s important to keep up with the times: find out what search terms are trending and see how you can incorporate them into your client’s B2C copy.
For example, today’s customers are more likely to buy from companies with a green policy, as supporting environmentally friendly brands makes them feel better about themselves. Similarly, parents want to buy toys for their children that are not only entertaining but also have educational value.
Encourage your B2C client to do a customer analysis.
By conducting market research, such as customer surveys, your B2C client will be able to develop an idea of their ideal customer persona. This is based on demographics such as age, gender, occupation, location, disposable income and socio-economic standing, as well as interests and shopping habits.
For example, if your client is a baby milk formula company, they could conduct research and develop a customer persona they call ‘Jane’. Jane is a new mom returning to work from maternity leave. She’s worried about providing her baby with the best nutrition in place of breastfeeding, and she’s looking for the ideal formula for her baby. As a copywriter, your job is to tailor your content so that Jane feels like it was written specifically for her and what she needs, rather than for the general consumer.
