B2B communication is dry and fact-oriented? Not at all. Even complex products can be presented with passion.

Analog, B2B, Digital, Strategy, Text

Text

B2B communication in the technical industry is dry and fact-oriented? Not at all.

Lesezeit: ca. < 1 Minute

Even complex products can be presented with passion. Storytelling—tailored to the target audience and user-centric—takes center stage. A journey along the customer journey.

Engineers are said to prefer being convinced by facts rather than seduced by advertising. A difficult target audience for marketing, then? One thing is clear: success does not come from colorful images and loud advertising messages, but from distinctive, relevant, and high-quality content. High-quality content—primarily the quality of the information—determines whether a supplier makes the shortlist for purchasing decisions.

People Like Stories

Ultimately, engineers are people too, and people like stories. What matters is this: the focus is not on a multitude of technical details and as many product features as possible, but on the question: Where is the improved benefit for the user?

High-quality and well-researched information is valuable and important. Facts and technical jargon on one side and well-told stories on the other are not mutually exclusive. However, the storytelling must fit the target audience. Case studies and user reports are the most convincing.

Customers Convince Customers

In the technical B2B sector, the special characteristics and specifications of a technical product or machine take center stage. However, it is not information, numbers, and facts alone that provide proof of product quality, but stories and reports about how the product performs in use and what problems or challenges it helps solve.

And what serves as better proof than a report from a satisfied user whose parts availability has improved by, for example, xy percent? Or who received a solution for a very specific requirement while also praising the exceptional service orientation of their supplier?

Generating Leads with the Right Text Format

Naturally, texts must be informative, neutral, and professional. Reading behavior varies depending on the medium—on the internet, texts are typically skimmed and should convey the most important messages concisely, ideally with visual support. User guidance also matters here: good UX design keeps users and readers engaged, for example with numerous headings and emotional appeal.

In traditional media such as trade journals or customer magazines, high-quality and well-researched information is valuable and important. Here, content may be more detailed and delve into technical depth. Engineers appreciate technical jargon, which can be used here without compromising comprehensibility. Formats such as whitepapers are effective and can also be used to generate leads.

Information and Emotion

Customers in the B2B sector are customers with relatively clear needs who are convinced by technical information. Rational and economic considerations play a major role here. However, even supposedly purely rational decision-makers have desires and needs: when texts simultaneously convey emotions such as security, trust, and credibility, they can provide the decisive nuance for the purchasing decision.

PS: SEO, SEO, SEO?

Website texts are not written for search engines, but for readers. However, even the best text falls flat if the target audience cannot find it. For texts published on the internet, search engine optimization (SEO) should always be considered.

More Posts

Scroll to top