You don’t need me to tell you that social media is pretty important to business.
It plays a vital role in today’s marketing and communication strategy for businesses of any shape, size or industry. Or at least, it should do.
No longer are potential customers convinced by what a brand says about its products. Instead, opinions are formed by conversation and presence in social media.
Getting this right therefore, helps to create a voice for a business and influence future and present customers.
Compose strong headlines
Like with most online advertising, you have seconds to grab the attention of the reader. In social media, it’s even less before they scroll on by.
Your might have the best content idea, but if it’s lost in amongst a newsfeed, it’s pointless.
Your posts need to jump out and give the reader a reason to take notice (and action).
Use these techniques to make sure that your social media posts cut through the noise.
Say the most important things first.
What you say will either provoke action or make the reader ignore it. Include the important keywords, action words (verbs), and attention grabbing phrases. Such as limited, exclusive, free, unlimited, and sign up and order today.
Make headlines jump out.
Identify your key message and say it clearly. If you’ve got an offer, a new product, an event or something else that is newsworthy, your headline needs to tell your audience.
I can’t say it clearer than that.
Numbers will strengthen your social media titles e.g. “eighty per cent of babies love our teething toys” becomes “80% of babies love our teething toys”.
For example, compare:
- Lots of people make facts up all of the time
- 90% of all facts are made up
The bottom one is clearly more eye-catching and believable. Shame I made it up!
Nobody wants to be late to the party if something is bang on trend. Particularly parents.
Make readers feel nervous that they might miss out if they don’t act straight away. For example, “Quick, these sleep suits are selling out!”.
Tell your customer why it’s useful.
The best product or content fulfils a need or answer a question. Tell your audience why your offering is useful and how it will help them.
Always remember to stay credible if you’re making a claim though e.g. “Weaning off the bottle? 90% of babies accept this sippy cup first time”.
You actually have to be able to back it up, so don’t lie.
Include your USP.
Demonstrate why your business or product is different. For example, if you genuinely have the ‘world’s first’ something, say it in every communication.
Your competitors won’t be far behind, so make this your key message while it’s still unique.
Focus on specifics.
If you have a specific audience, focus on appealing directly to them.
Construct your messaging strategically e.g. ‘[solution/product/service] for [timeframe/audience/location] for [need]. For example, “The number 1 app for expectant parents to track baby’s development”.
Write it and rewrite it.
Once you’ve written it, revisit it and rewrite it.
Maybe even get someone else to read it through to make sure they get the message too.
Keep it short and snappy.
Why use 10 words if 5 will do?
Is there is another way to say the same thing that is more succinct? Are abbreviations more appropriate?
Generally, the rule is ‘briefer is better’ as long as you can retain the emotion / impact of the message.