Writing social media updates for a business, especially one that operates in B2B space, can be difficult. Depending on the social platform, the message you wish to share, and your target persona, there can be a lot to consider and craft in a single update. However, whether you are a large or smaller organization, there are eleven things you can do to craft strong and strategic social media content.
1. Match Content With Context
A social post should always stay within brand messaging but it should also match the context of the site it is being shared on. For example, posts on LinkedIn should offer the tones of professionalism as well as be aspirational and helpful. A post on Twitter will need to cut to the point and select just one of those tones.
2. Write Headlines Like A Journalist
Upworthy will write as many as 25 headlines for a single piece of content. They take the top few and then A/B test those that are the most successful, creating a data-driven headline and sharing strategy.
So how can you do this with single social media posts? Try writing out a few different headlines (concise without burying the lead) and share each one on a different day. This will allow you to test which style of headline works best for your organization’s voice and engages the most with your audience.
3. Write a 90-140 Character Introduction
Clear and concise intros following an intriguing headline will keep your audience engaged. On sites like LinkedIn, social updates tend to see higher engagement with introductions that are approximately 90-140 characters in length. You can test introductions when you test headlines to see if this model works for your social audience.
4. Include a CTA
Do you want your audience to share your post? Comment with their thoughts? Read your latest press release? Just posting for the sake of posting lacks strategy. Include a strong CTA in each post to engage your audience further. If your CTA invites readers to visit your site, a blog post, etc., always include the link.
5. Get Visual
We are in an age of image sharing. Posts with images on LinkedIn receive two times the engagement over posts without an image. Sites like Facebook and Google+ offer more feed real estate to post with images, providing higher visibility and click-through. If you can have an image or video accompany your post, share it.
6. Engage Back
If you’ve invited your audience to engage with your posts, be sure to engage back. Social media is all about the connections and conversations. If someone comments, respond back to them and build that relationship by thanking them for their time. This will allow your post to not only gain more visibility as others comment but also to potentially craft future updates and get to know your audience better.
7. Avoid Hyper-Targeting
Most social sites offer post targeting, which can be very beneficial, yet over targeting your posts can exclude potential audiences and decrease your reach. Avoid hyper-targeting by beginning with a broad audience and narrow down slightly from there.
8. Mix It Up
Blend curated and owned content to provide well-rounded social media posts. Having a combination of both can showcase your organization’s expertise on current industry trends as well as set them apart as a resource for industry information.
9. Test & Refine
While testing headlines and introductions of social posts, also test and refine your top posting times. The top posting times for sites like LinkedIn are Monday through Friday at approximately 8 to 9 am and again from 5 to 6 pm. Facebook tends to see higher engagement after 1 pm and Twitter sees peak usage during break times like 10 am, noon and 3.
10. Post Frequently
The frequency of your updates can dramatically increase engagement and following on social sites. 20-30 updates per month on sites like LinkedIn are optimal.
11. Optimize The Funnel
Including a CTA is vital to a good social media post but it can only be as good as the conversion funnel it leads users down. Optimize your funnel to move from social posts to conversions. Start by optimizing the landing page for mobile and tablet usage because more and more social media accounts are being accessed from mobile devices.
It is important to craft strong social media content that is not only engaging but productive and successful as well. Which of these have you seen success within your marketing efforts?
Learn how the Axis41 marketing department can assist with your social media strategy by contacting us today.