Text is the primary way you communicate and engage with your customers. B2B buyers seek information from a wide range of sources. Nearly all of those sources will rely heavily on the written word.
Whether you are creating product or service descriptions, white papers, blog posts, instructional documents or entries in your knowledge base, copy plays a critical role in providing buyers with the information they need to justify and rationalise a purchase.
So it needs to be word-perfect.
Gartner research shows that B2B buyers only spend 17% of their time meeting directly with suppliers. In contrast, they spend 27% of their time conducting independent online research. That means they will dedicate a much more substantial amount of their time engaging with your digital resources than they will your sales reps.
As a result, sales are often won or lost on the quality of your content. And the quality of your content is dictated by your copy.
When customers feel they receive information that helps them advance through the buying process, they are “2.8 times more likely to experience a high degree of purchase ease, and three times more likely to buy a bigger deal with less regret.” (Gartner)
First-rate content makes the buying experience easier. That results in more sales and satisfied customers.