Creating Social Media Content That Converts
As individuals, we rely on and use social media more than ever before. In business, social media content is vital for connecting with customers.
Content marketing generates ongoing traffic, increases sales, and builds trust between a business and a customer. However, it’s not easy as there is no one approach for every business.
In this article, we will provide tips on how to create digital content that can help you convert your audience into paying customers. Through these tips, we hope that you are able to develop your own strategic plan to stay connected with your audience and reach new customers as well as promote your products and services.
Before we provide you with tips, the most important thing to note and remember is that social media platforms have various purposes. It’s vital that you identify which social media platform you should be using based on your goals then only will you be able to generate the right content for that platform. You can also repurpose the content you create on various platforms, ensuring that your messaging is uniform and succinct but tailoring the way and how you send the message based on the platform can be tricky.
Here are the top 10 tips for creating content that converts:
- Visuals: Some businesses rely on videos, images, and/or text. We believe that all three are critical components in your conversion strategy. You’ll want to utilize them depending on what best sends a message. Giving instructions or doing a demo? Videos are your best bet. Trying to show statistics or showing the correlation between something? Images and graphics can help. Want to share your story or your business mission? A combo of a video and writing will send your message well. Essentially, do your best to find out what makes your audience tick. Are they going to learn about your offerings best in a video, an image, just a simple text, or all three?
- Emotions: Use them to motivate customers! Encourage your customers to dream, inspire them, and make them want your product. If your customers lean in and desire your offerings, you’ll get their business and they will get yours. Additionally, you can also utilize people’s fear of missing out. This is not a bad thing. When people don’t know something or aren’t aware of something that others know and have, it makes them interested in what you have to say. Fear can be a great marketing motivator. For instance, you can phrase your marketing content like “10 things you didn’t know about…” or “Ways to make your business better at…” It piques their interest when they don’t know something. This is one of the ways you can bring in emotion to your content.
- Urgency: If your content limits the time or availability of your service, people are more excited or open to looking into it sooner rather than later. It increases the assumed value of the offering because of the limit in the chance of the offering going away.
- Relevancy: Make your content about your audience. Direct your content towards them. If the content appeals to the needs, wants, concerns, and issues of your audience, you will be able to further the conversation.
- Clarity: Don’t beat around the bush. Communicate your value in ways that will be understood by everyone in your audience. Don’t make people guess what you offer or sell. Show it and let them know exactly what they’re going to get. Explain it in easy-to-understand language. Avoid jargon. Explain how your reader will benefit. Provide recommendations. Provide a call to action. Show them where to go.
- Avoid distractions: Each marketing content or post should be focused on one “ask” instead of multiple requests at once. People get distracted so it’s better to guide them along one path instead of a labyrinth.
- Provide testimonials: Utilize the voices that endorse your offerings. If people see you are associated with a brand or name of someone or something they recognize, they are more likely to get in business with you. It provides credible and increases your business’ legitimacy.
- Poke on pressure points: If you know your market or audience has specific trouble or pain points that you can resolve, show them where it hurts and how you’ve healed those wounds. Push on the points and make them feel like you get them because you do.
- Give advice: Beyond pitching your offering, you want to be able to educate, inform, and resolve people’s problems. When you’re genuinely trying to help them beyond selling them your offering, you come off more like a human being. This way, not only do people trust you or your brand but they seek out your expertise and advice.
- Always close with a call to action: Every content should lead to a call to action, showcasing where your reader should go next. Whether it’s a subscription link, a donation page, or a link to a blog explaining more about the product, direct them there. Don’t make them find out more about you; take them to where they should go.