Writing for social media requires a balance of professionalism and relatability. Following are some tips to help you focus your writing strategies for social marketing and track your success.
Create quality social media content
When creating social media content, it’s important to stay active online. But that doesn’t mean you should fire off twelve tweets in rapid succession every day. To boost your social media presence, focus on creating quality website content.
Engaging clients through social media
Social media is great for starting conversations with your audience. If a client has a question, answer it quickly. Thank clients for their support, ask them questions, and encourage them to like, share, and comment on your posts.
You can share your clients’ posts too. For example, if your client posts an image of a product they ordered from your company, you can share that post and thank them for supporting your business.
The key to social media success is knowing your audience. Think of your clients as people you can form relationships with rather than numbers to add to your follower count.
Creating a social media content strategy
An organized social media content strategy is a must for successful lead generation. Before posting anything, ask yourself why you’re on social media in the first place. Who is your target audience? Use this information to decide which social media platforms to maintain an active presence on.
As you’re establishing your presence, be sure to use the same branding across platforms so that you’re easily recognizable. Then, to give visitors a first impression of you and your brand, include relevant keywords and hashtags in your bio.
Next, set specific goals. Know exactly what you want to do; make a plan for how to do it; and set a time limit to accomplish those goals. Use a content calendar to schedule what to post and how often. This will help you maintain a constant presence, whether you’re posting original content or sharing someone else’s.
As you go, periodically evaluate how well your content is performing. Evaluate and adjust your writing strategies as needed.
Analyze your competition
It’s important to know who your audience is and who you are as a brand. But there’s one more factor to this equation: knowing who your competitors are. You can learn from other companies by seeing how they run their social media accounts.
Studying your competitors and their customers
To figure out who your main competitors are, google keywords relevant to your business. Conduct a competitor analysis of businesses in your industry. What social media platforms do they spend the most time on? How quickly do they respond to clients?
Your research will show you what platforms your clients and competitors use and what those clients’ needs are. Which companies make it easy to become a customer? Which companies appeal to their audience’s needs?
By analyzing the competition, you can see if there are any gaps between what the customer wants and what the competition provides. That’s where you come in.
Making your presence known on social media
Posting on multiple social media sites is a great way to increase engagement and raise brand awareness. However, it’s important to tailor your content to different platforms. The posts you make for an Instagram story should look different from the text-based posts of Twitter.
Remember, you don’t have to be active on every social media network. You just need to be where your audience is. Consider surveying your customers to get direct feedback about what sites they use and what they want to see from you.
Develop your voice
When using different social media platforms, you’ll want your audience to be able to recognize your brand. Developing a clear brand voice will show your audience who you really are and what you value.
Discovering your brand
To find your brand, ask yourself the following:
- Why did you start your business?
- Who are you trying to engage with? Who is your target audience?
- What voice are you currently using on social media? Does it fit the mission statement of your business?
Choose three or four words that reflect your brand’s values and personality. Then, write out what you can do to show that value.
For example, a bakery’s brand mission might be to share delicious food with the community. The bakery owner might want the brand to have a generous, friendly personality. To show that, the bakery owner might respond to comments online, use smiley emojis, and host online contests to give away baked goods.
It’s all about using writing strategies that give your brand personality.
Cultivating your brand’s personality, purpose, and values
Your brand voice expresses your company’s personality. You can use it to build trust among your audience, show a sense of authority on a topic, and endear your company to clients.
Today, clients are less inclined to respond to a brand voice that sounds like a sales pitch. It’s important to be authentic, so make sure your posts reflect your company values.
Finally, using a helpful, confident voice will show that you’re an expert on the products or services you offer.
To help maintain a consistent brand voice, create a style guide. Include descriptions of your brand persona, your preferred vocabulary and grammar rules, your mission statement, and your company’s core values.
But remember, the platforms you use will affect the content you create, which in turn affects which services you’ll need. It may be helpful to hire content writers/editors, video producers/editors, illustrators, or graphic designers to perfect your writing and visuals.
Plan your content
Before you think about what you should be doing, you need to know what you’re doing now. Complete an audit of your social media presence so far. What’s working? What’s not? What networks have brought you the most success? Where would you like to see more engagement?
Developing a social media marketing plan
This starts with the basics. Make sure you know who your target customer is and set specific goals. Do you want to raise brand awareness? Increase engagement? Based on these goals, determine metrics to measure, such as conversion rate, shares, or brand mentions, and over time, keep track of what kinds of content are helping you reach these goals.
Remember, schedule how often you will post to each social media platform, and plan out what type of content you’ll post.
Selecting the best kinds of content for your social media strategy
Visuals engage social media users more than text does, so incorporate visual content when you can. For example, you might create a quote graphic to post to Instagram or add a complementary image to a Facebook post.
You can also curate content by sharing relevant, interesting content from other professionals in your industry. Collaborating with other people in your field is a great way to extend your reach.
If you’re linking to a blog, make sure your social media post is relevant to the blog article. Even though clickbait is tempting, don’t mislead your readers.
Influencer marketing can go a long way too. An influencer can shout you out or offer a quote for an article if you’re writing about a topic relevant to their field.
Writing well is important for success on social media, regardless of whether you’re writing a caption or a blog post or anything in between. As you develop your writing strategies, remember the importance of the following:
Being informative but concise
Clarity and brevity are key. When writing social media copy, use second person to directly address your audience. Also, use active voice instead of passive voice. Active voice is more immediate and often easier to understand—and it ranks higher in search engine results.
High-emotion words like insider, extra, and intense can spark your readers’ interest. And as a bonus, they’re short and to the point!
Striking the right tone
The right tone needs to balance professional and conversational language. Don’t try too hard or go overboard; you might cross the line into disrespect.
Your tone will change from circumstance to circumstance. Replies to customer service complaints will look different from official statements or promotional tweets, for example. Still, you want to reflect your brand’s personality in all of your posts.
Regardless of tone, do your best to follow grammar rules, and always make sure to proofread!
Setting up your content for reading ease
Keep in mind your content marketing strategy. You want people to stay on your page long enough to get acquainted with your brand. But long blocks of text in your blog posts or Instagram captions may dissuade readers from sticking around.
Most people skim through text, and you want to facilitate that. Short, simple sentences and posts with lots of page breaks will be more effective because they’ll be easier to read.
Optimizing your social writing style
Social media writing is designed to be shared, but first it needs to be found. That means you should write with search engine optimization (SEO) in mind. Include relevant keywords and a killer headline.
Your readers will share posts that provide value to them. Your social media writing might educate or entertain a reader. It might make them laugh, cry, or feel hopeful. It might make them go, “Aww, how sweet!”
No matter what, your content should be something that a person will want to share with others.
Pick your content
You know that quality content is important. But what does that look like?
Using visual content
Visuals convey more information to your audience at a faster rate than pure text. Through imagery, you can establish an emotional connection with your audience or set a mood.
There are many ways to use visual content. Graphics that highlight a quote from your blog can entice viewers to read more. Infographics or illustrated how-to guides provide information to your audience in an appealing way. Adding visuals to a longer text helps break the text down into manageable chunks.
And to make your content more accessible, remember to caption videos and add image descriptions.
Distributing blog content
Writing blog content is one thing, but promoting it is another matter entirely. To start, focus on promoting your content across two or three different platforms. Because content performs differently from one social-networking site to the next, converting your content into different media to suit each platform is a must.
Finally, consider the power of email. You can add a link to your blog in your email signature as a subtle nudge to your audience. Meanwhile, an email newsletter will keep your audience up to date on your brand.
Harnessing the tools of the trade
Google offers an array of tools that can help you manage your social media content, which will in turn improve your writing strategies.
Google Trends shows how specific keywords have trended within a period of time. You can also compare two search terms. Google Search Console tracks how well your website is performing and spots SEO errors. With Google Alerts, you can monitor specific topics to stay up to date on important discussions in your industry.
Google Search Central also offers an in-depth SEO starter guide that’s full of tips to help boost your search engine rankings.
Drive toward action
At the end of the day, your social media presence should build toward the goals you’ve set for your brand.
Propelling engagement on social media
Reciprocity is key to social media engagement. The more you interact with others, the more you’ll receive. To engage clients on social media, make it easy to start a conversation. Ask your audience questions, and encourage readers to interact with you (“leave a comment down below!”).
Hosting contests or giveaways on social media is another popular method of incentivizing engagement.
Using writing strategies that boost clicks and conversions
Good social media copy can turn a social media user into a customer. Copy should be clear and communicate who you are, what services you offer, and what your brand’s about. Your brand voice should be consistent, but it should also shine.
Once you’ve given your audience a taste of who you are, you can introduce a pain point—a problem your audience seeks to resolve. Let your audience know how you can help.
Finally, add the call to action.
Crafting a quality call to action
A call to action starts strong, using commands like “subscribe,” “follow,” “buy,” or “comment.” It should be simple and easy for your clients to do. A call to action should also evoke emotion in your audience.
To give your audience a reason to take action, take advantage of time-sensitive messaging. A phrase like “offer ends on the sixth,” for example, implies a limited amount of time for clients to have the opportunity to get in on a sweet deal.
Track the success of your content
How can you tell if your social media presence is effective? It’s all in the data.
Sending the right message
To evaluate success, you first need to evaluate the message you’re sending and your expectations for it. Your message should align with your brand’s purpose. So what are you trying to say? What content is relevant to your brand, platform, and audience? How did you want your audience to respond?
Measuring performance and setting benchmarks
Review your metrics periodically. Typically, looking at your metrics on a month-to-month basis allows you to see patterns emerge over a period of time without missing possible areas of improvement.
Google Analytics is a particularly powerful tool for measuring performance. It offers a variety of data, including traffic reports and conversion data.
Use that data to revise your marketing and writing strategies as necessary, and remember to stay flexible!
Boost your social media strategy with Elite
Writing for social media is no easy task. Fortunately, a number of services on the web are readily available to help business owners out, be it through tracking metrics or creating content.
Here at Elite Editing, we’re happy to use our experience with content writing, editing, and SEO best practices to help you out. Looking for a content writer or an editor for your web copy, marketing materials, or advertisements? Our services offer all that and more. Get in touch for an instant quote today!