Creating social media copy for your B2B business might seem like a tedious, time-consuming task. And for most B2B marketers, it is. But that doesn’t mean it has to be for you. With the tips I’m about to share with you, you’ll be fully equipped to write for the top five major social sites for B2B brands, which include Facebook, Instagram, Twitter, LinkedIn, and Pinterest. So if you’re ready to kick your marketing into high gear and get the most out of your social media efforts, here are some tips for writing amazing social media copy that converts.
1. Focus on the Five W’s. When crafting social media copy, you have limited space to get and keep your audience’s attention because you’re competing with other (and similar) brands. So you need to quickly get to the who, what, when, where, and why of your message. That means you’ll need to be concise, yet engaging. So really work on this and come up with something that’s fresh, relevant, and easy to digest.
2. Use Plenty of Visuals. Adding stunning visuals to your social media ads and posts can help you get your audience’s attention and stop them in their tracks as they endlessly scroll through their newsfeeds, anxious for something to feed their appetite for entertainment. But the key is to let the visuals and words work together to deliver a story that makes them want to learn more. Use images, video, infographics, GIFs, memes, and any other kind of visual content that seems appropriate for your brand.
3. Incorporate Your Brand Voice. When writing your social media copy, pay close attention to your brand voice. You want to make sure their audience can recognize your brand voice immediately. Plenty of companies have very distinct brand voices that resonate with their target audience. What does your brand voice sound like? Does it include slang? Does it incorporate jargon? Does it use proper English, paying close attention to spelling and grammar? Before you begin writing, read over your brand voice guidelines and make sure your social copy is incorporating your brand voice in every single post.
4. Encourage Engagement. Rather than just posting content and hoping your audience engages with it, encourage engagement by simply asking for it (i.e., “Tell us what you think” or “Let me know in the comments”) or by making it easy for people to engage with your brand online. For example, you could host contests, post interesting polls your audience can vote on, post riddles and ask people to post the answers, or have your followers caption a photo you post (you can use Instagram Stories or third-party applications to create polls). Whatever you post, make sure it engages and interests your target audience, and gets them closer to making a purchase.
5. Play on Their Emotions. A lot of successful B2B marketers and brands use emotion to convey their messages and to get their audiences engaged and interacting with their content online. Playing on emotions is one of the oldest tricks in the marketing playbook and it has yet to disappoint. So how do you do it? Some brands use copy to invoke emotional reactions by presenting a situation the reader can relate to and empathize with. Others use compelling video to tell a story that brings out a certain emotion in viewers, including fear/surprise, joy, sadness, and anger/disgust. According to HubSpot and a 2010 study in the New York Times, emotional articles and positive posts were shared much more often than negative ones. So find ways to tug on the heartstrings of your audience and you’ll see amazing success with you social media efforts.
How to Write Social Media Copy for Each Major Platform
Facebook has more than 2.23 billion monthly users with 53 percent being female. Facebook has the highest rate of usage among people 65 and older, so when you’re writing social media copy for Facebook, it’s important to remember that. Think about who your client is targeting. Make sure you also format your post for Facebook and not Twitter because different tags trend on different sites. So what’s appropriate for one is not right for all. Facebook’s character limit is 63,206, but Facebook posts with 80 characters of less get 66 percent higher engagement, according to HubSpot. And posts with images see 2.3X more engagement than posts without images.
Take a look at this Facebook post from Safeway. The company used an image of a delicious helping of lasagna to entice customers to go check out the recipe.
Facebook is great for driving traffic to your website, but don’t just post a link without a description. Create a short, but engaging description that tells people what the content is about. Facebook is also great for promoting local events and building a community. Post to Facebook 1-3 times per day. You might even consider creating a Facebook group for people interested in a certain topic related to your business. You can then post your content right into your group, promote it, and encourage others to promote it, too. Facebook has low organic reach, so you might want to consider combining organic content with paid search to help you reach your target audience.
With more than 590 million monthly users, LinkedIn is composed of roughly 29 percent of Americans, the majority of which fall into the age range of 18 and 29, with 30 to 49-year-olds being the next largest group. LinkedIn is a great tool for B2B brands that want to generate warm leads. It’s more of a professional social network and is mostly comprised of professionals looking to network and share business-related content. So when you’re writing for LinkedIn, make sure to keep a professional tone and focus on crafting content that resonates with your target audience.
The best kind of post on LinkedIn features an image and text. So when you’re creating content, keep that in mind. It’s best to try to use custom images, but if you don’t have the resources, royalty free stock images could work just as well. Try Unsplash, Pexels, or Pixabay. Also, remember to keep the focus of your LinkedIn posts business-related. I can’t tell you how many times I come across content that should be reserved for Facebook or Instagram on LinkedIn. It’s a social media site for professionals, so let’s try to keep it that way.
Instagram has over 1 billion users more than 95 million posts are made each day. Roughly 68 percent of Instagram users are women. Approximately 32 percent of all Americans using the Internet are using Instagram, 26 percent men and 38 percent of women. Instagram’s largest group is adults between the ages of 18 and 29 with 59 percent of Americans that age using it. Thirty-three percent of Americans using Instagram are between the ages of 30 and 49, while only 18 percent of Americans between the ages of 50 and 64 using it. So you know your main audience is young and middle-aged adults. Instagram is known as a platform for sharing photos so when you’re creating content for Instagram, think about what kind of images would go well with the content. Make sure it’s the center of the post and that it’s vibrant and attractive. Limit the caption length and use relevant hashtags, emojis and @mentions because they draw more people to your posts.
Creating engaging Instagram posts with great captions can enhance your profile and attract people to your content. Remember to include a call to action in every post, asking your followers to visit your website, download a free gift, or like or comment on your posts. Do whatever you can to keep the conversation going. Ask questions and allow people to give their opinions, but make sure you’re posting once a day for best results.
Twitter has more than 326 million monthly users and roughly 21 percent of Americans use Twitter, 24 percent of men and 25 percent of women. Twitter’s audience is mainly composed of adults between the ages of 18 and 29 so write for that audience. Think about kind of language is appropriate to use based on your brand voice and incorporate words and phrases that might appeal to that audience.
The ideal character length for Twitter is roughly 120-130 because they have the highest click-through rate (CTR) so keep it in that range for maximum effect. Adding emojis is a great way to stand out on Twitter. Marketing expert Larry Kim uses hashtags in his posts all the time. He also makes great use of emojis, GIFs, infographics, and video.
Using hashtags is another way to summarize what you’re trying to say, but make sure they’re relevant. Twitter is great for news, PR, and for connecting with influencers. If your brand has ever considered an influencer, Twitter is a great place to find and attract the right ones for your brand. Tweet up to 10 or more times per day for maximum results.
Pinterest has over 250 million monthly users. The median age for Pinterest users is 40 and users are 80 percent female. Using Pinterest as a social channel for your B2B marketing efforts can bring in tons of traffic each month. Pinterest mainly uses images, usually with some text that explains what the post is about, and a brief description of the image. You can pin up to 30 times a day on Pinterest (actually, it’s recommended) and it’s a great tool for e-commerce retailers and it’s a great way to drive leads. One great thing about Pinterest is that Pins continue to work for a long time (they have a half-life of 3.5 months), compared to Facebook (30 minutes), Twitter (18 minutes), and Instagram (19 hours). That means your content is consistently working for you, driving traffic and boosting engagement for three and a half months! That’s pretty amazing.
You can also boost your posts for even more engagement. Combining organic content with paid search allows you to reach more people faster, but to use this strategy, you’ll need to find the right keywords to target for your promoted pin campaign and create click-worthy images that convert. You’ll also need to map out a reliable strategy with proven promoted pin ad funnels and leverage the exact, phrase, and broad match keywords for enhanced Pinterest ad results. Take a look at how Target uses multiple boards to increase engagement and high-quality, on-brand images.
YouTube has more than 1.9 billion monthly users, with 62 percent being male users. As a video sharing social site, YouTube allows users to upload original video content and create their own channels where that content will live. Posting a new video once per week can help you grow your social media following. YouTube is great for posting tutorial videos, how-to videos, and for helping people and businesses solve their problems.
Using YouTube as a B2B brand can help you attract more leads and convert them into customers. YouTube has the highest viewership between October and February and the lowest viewership between May and September. The best hours to post to YouTube are Monday, Tuesday and Wednesday between 2 and 4pm; Thursday and Friday between 12 and 3pm Tuesdays; and Saturday and Sunday between 9am and 11am. View counts rise as the weekend approaches because a lot of YouTube viewers are children and young adults so keep that in mind when creating your content schedule if you’re going to be using YouTube for your content marketing campaigns.
So, what’d you think? Are these tips helpful? Let me know in the comments.
And don’t be afraid to share on social media!