How to write social media posts for business

By Jeff Molander

How to write social media posts for business

Time to read: 3 minutes. Worried about wasting time on social media, but still believe in it? Good news: Effective social selling depends on your ability to apply direct response marketing inside posts. Success has little to do with techie stuff. Knowing how to write social media posts for business is the game-changer. Here is a simple, effective posting technique that creates leads.

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Copywriting is king (not content)

Content without "guide rails" for readers is worthless. Literally. 

Tired of creating "compelling content" that doesn't generate business? I was too. Then I realized content is not king. Copywriting is king. It's what makes kings wealthy! 

Effective copywriting powers each stage of the "attract, engage, nurture" process—starting with posts.

#1: Structure posts to provoke a response

​LinkedIn, Google+, blogging, Pinterest, YouTube, Facebook. Social platforms offer a way to post words. So how can you always remember to post in ways that get you paid? 

Do this today

Make it a priority to write in ways that get customers reacting—talking to you. Provoke them.
Don't worry so much about what to post (and when). Focus on HOW you structure words.

Avoid what most people do: Getting hung-up on what time of day to post updates, fuss about what you're going to say, not say, "sounding human." All of this just distracts you from investing time in how you structure words.

"The how" of social media posts gets you paid. Always try to be:

  • Provocative—say something honestly new, different, valuable and a little risky
  • Warning—people love to be warned of dangers and steered clear of risks
  • Telling "dirty little truths" about what your unscrupulous competitors try to get away with

Another warning: Ignore all the "experts." Don't make social sharing your #1 goal. What good is going viral if it doesn't generate business? Instead, focus energy on making a lead capture the goal. 

A strange place to start

Start by asking, “why am I about to post this?” Literally, next time you post. Because this forces you to focus on THE most important part of how to post on social media for business.

Process.

When you ask, “why am I about to post this update, what do I want the customer to do?” you’re forced to consider possible answers. For example, you want customers to:

  • share and like an article (weak)
  • respond to a video by signing-up for a white paper (stronger)
  • react: call or email to learn more about a solution (strongest)

Asking “why?” draws attention to weak points in your post writing approach. If you don’t have a process in place to grab attention, engage and provoke response don’t feel bad. You’re not alone.

Here is a free copywriting for social media course to help you start applying this technique.

#2: Drive buyers to content with offers

Converting readers to business leads demands strong copywriting on social platforms PLUS effectively written, long-form content. This includes blog and landing pages filled with your best tips, tricks and advice.

The idea is simple: Drive customers from your social post to content that "sets up" your lead generation offer. (call-to-action)

EXAMPLE

Here is an example of long-form content playing on the pain of people suffering from in-effective use of LinkedIn InMail. The social post (driving buyers to this page) at Google+ can be seen here.

Remember: Everything you write should help customers achieve a desired goal, avoid a risk or solve a problem.

Also, your blog is a content marketing hub. It is where you send prospects using short-form social media posts. It's the destination---where they arrive and find relief, better-ways, short-cuts, etc.

In exchange for a little bit of information about themselves (a lead).

Facebook and Google+ updates. LinkedIn group discussions, company page posts, LinkedIn updates. Social media posts drive visitors to blog articles and long-form landing page content that proves you're worth a real email address! (and that's a growing issue these days!)

#3: Apply this copywriting system

Effective copywriting for social media is all about helping customers:

  • believe there is a better way (this is where your short, pithy social media posts play a role);
  • realize they just found part of it (on your longer-form blog);
  • and act—taking a first step toward what they want (giving you a lead).

The process starts with your social media post---and ends when you capture the lead, nurture the customer and close the sale.

Get to the point, reveal slowly & provoke reponse

Follow these guidelines to make sure your words get acted on-prospects see your call to action and ACT on it.

  1. Get right to-the-point
    When you write be like a laser. Don't make readers wait for the solution. Hit 'em with it in the headline & first sentence. Give them everything up front at a high level. Then, in the body of your long-form content ...
  2. Reveal slowly
    When it comes to all the juicy details of your remedy take it slow. Slow enough to encourage more questions—to create curiosity in the total solution. When you do this, make sure you ...
  3. Provoke response by leveraging the curiosity you just created
    Yes, be action-oriented and specific. But avoid being so complete in your blog, LinkedIn or Google+ post that readers become totally satisfied with your words.

Knowing how to write social media posts for business---that get you paid---is the difference between starving and thriving.

Effective social media and content marketing attracts, engages and takes customers on journeys to better places—where they decide how, when and were to get there. But it must pay us. Otherwise you're in the charity business.

Good luck!​

Photo credit: Kristina Alexanderson

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About the Author

Jeff Molander is the authority on starting sales conversations online. He teaches a proven, effective and repeatable communications process to spark buyers curiosity about what you're selling. He's a sought-after sales prospecting trainer to individual reps, teams of sellers and small businesses owners across the globe. He's an accomplished entrepreneur, having co-founded the Google Affiliate Network and what is today the Performics division of Publicis Groupe. Jeff also serves as adjunct digital marketing faculty at Loyola University’s school of business. His book, Off The Hook Marketing: How to Make Social Media Sell for You, is first to offer businesses a clear, practical way to create leads and sales with technology platforms like Facebook, LinkedIn, YouTube and blogs.