The right B2B onboarding experience can make or break a product’s success. When new users understand and adopt the product quickly, B2B companies can enjoy good customer retention and long-term customer satisfaction with them and the product. This goes for new products and new features for existing ones.
Let’s explore six effective user onboarding strategies your B2B clients can use and the crucial role a copywriter can play in implementing them.
1. Welcome Message and Product Tour
A warm welcome message sets the right tone for the experience. “Warm” doesn’t mean sappy or unprofessional; it just means acknowledging the user and guiding them to the next step in their onboarding. A concise product tour also sets the right tone for them since it introduces the top features they need to get started while not delaying them from diving right in.
How Copywriters Can Help
- Craft engaging welcome messages that resonate with the users (e.g., brand-new to the product or just new to the feature?).
- Write clear, benefit-focused descriptions of the key features in any long-form content you create, like blog posts or product walk-throughs.
- Ensure the language aligns with the brand voice and tone and speaks directly to the user’s needs (e.g., use familiar terms and explain new ones they need to know).
2. Interactive Walkthroughs and Tutorials
Letting users click through the product while demonstrating the core functionalities is a great way to onboard. Users will learn by doing through this hands-on approach and become more familiar with the product’s interface and features faster.
How Copywriters Can Help
- Write user-friendly instructions that break down the product’s complex processes into simple steps.
- Break out processes into smaller procedure lists to make it easier for people to follow.
- Develop engaging microcopy for tool tips and prompts if it’s a digital tool or app.
- Maintain consistent tone and terminology throughout.
3. User Group-Based Onboarding
Only some user groups have the same needs or goals for using the product. Tailoring the onboarding experience to user groups can enhance engagement and product adoption. It recognizes the different users within an enterprise B2B company and their various priorities and use cases.
How Copywriters Can Help
- Develop relevant messaging for different user groups. Your client can help identify the groups for you.
- Create personalized content paths to address each group’s unique challenges, goals, and priorities.
- Craft user-specific examples and use cases to illustrate the product’s value.
4. Action-Driven Onboarding
This approach encourages users to start using the product by going through task checklists, such as adding profile information or setting up categories. It’s a great way to help users achieve small wins early in their journey, building confidence and momentum. It also helps break up complex tasks into smaller portions.
How Copywriters Can Help
- Write compelling calls-to-action to motivate users to take specific actions.
- Craft motivational messages to encourage progress and celebrate achievements (e.g., “Congrats! You’ve added your first three categories!” or “High five! You’re halfway there.”)
- Develop clear and concise instructions in the task checklist to minimize confusion.
5. Human-Guided Onboarding
For complex B2B products or high-value clients, human-guided onboarding offers the personalized touch that’s sometimes needed. Either in-person, remote online, or recorded videos ensure users understand the product through extended training.
How Copywriters Can Help
- Develop scripts for onboarding specialists to ensure consistent messaging.
- Create personalized email templates for onboarding touchpoints.
- Craft customer success stories to illustrate the product’s value.
6. Self-Serve Resources for Onboarding
For those who want to onboard themselves, self-serve resources are the way to go. Include a knowledge base, FAQs, and Help Center to empower users to find the information they need independently and continue their learning journey.
How Copywriters Can Help
- Develop searchable documentation that covers all aspects of the product.
- Create a robust FAQ list that addresses common questions.
- Write troubleshooting guides with step-by-step solutions to potential issues.
- Consider creating beginner, intermediate, and advanced user FAQs and knowledge base articles to cover the appropriate level of information for the different user groups.
Best Practices for B2B Onboarding
Keep these three best practices in mind while using these onboarding strategies with your B2B clients:
- Focus on value: Always emphasize how the product solves the user’s problems, improves workflow, or delivers value.
- Minimize friction: Onboarding can be daunting, so make the process as smooth and intuitive as possible. Make your content and copy clear and concise; avoid information overload.
- Provide ongoing support: Onboarding is just the start of the relationship. Offer continuous guidance and resources as users explore more advanced features. Develop new content to serve them in their journey and refine existing messaging to match any changes your client makes to the product.
From Your Words to User Success
A good onboarding experience maximizes product adoption and customer satisfaction. That’s why B2B companies spend so much time on them (or they should, if they’re not). Use these strategies to create a comprehensive onboarding experience that’ll set up your client’s users for success.
Copywriters play a vital role in the journey by crafting clear, engaging content that guides users through it. Your expertise in crafting the right words for the right audience at the right time will help your clients retain new customers and create long-term value for the company.
