From a social media perspective, traditional marketing does a poor job when it comes to focusing on prospects, and explaining the specific problems their product solves in plain, simple and convincing language. Lazy marketing means that product content gets transferred to websites, brochures and other marketing materials. The problem is if your copy fails to speak directly to your prospect you will lose those them. When people visit your site they are looking first and foremost for answers to problems, not how wonderful your product is.
Social media copywriting is based on the building and growth of relationships and having a two way conversation with your reader rather than blasting information at them. Social media copywriting uses key elements of direct response copywriting to focus on the prospect, customer, visitor or buyer. When they visit your website your goal is to speak directly to them and about them.
Here are 7 social media copywriting tips to help you focus your content on your audience and differentiate yourself from the crowd.
1. Talk to buyers in their own language. Use their phrases however be genuine. To effectively use their language you must understand the personality of your buyer or prospect.
2. Avoid overusing your industry jargon. Phrases like “best of breed”, “leading edge” “business planning techniques” “synergistic” “streamlined solutions” and so on, come across as meaningless corporate speak to prospects. Simplify things so that even those outside your industry they can still understand what you are saying.
Jargon creeps in when your content begins with the product rather than the buyer or prospect. Enlist the help of a good copywriter to help you simplify and eliminate unnecessary jargon from your content. If you are a business owner, product manager or developer the chances are you may be too close to your product to see past its features and jargon. Social media copywriting focuses on the prospect and conversational content and, importantly the needs of the prospect and how your product benefits meet those needs.
3. Understand your buyers and prospects goals, problems, aspirations, business needs. Ask them how you can serve them better – and listen carefully to what they say. The potential for marketers who listen to their audience is increasing every day with the proliferation of social media tools. Not only do you demonstrate your responsiveness, you effectively engage with customers and prospects.
To find out what issues your prospect may be thinking about visit forums, online communities and blogs and actively answer questions and interact on a regular basis.
4. Use friendly personal conversational language, as if you were talking with a good friend or relative. Write like you think and speak.
5. Use testimonials for social proof. Testimonials are powerful because people will believe testimonials before they believe your ad or brochure. Social Media gives users the ability to rate content and easily share experiences and reviews with their friends.
Including this kind of content on your site will provide a richer experience than static content.
6. Educate and entertain your buyers and prospects.
How will your product solve their problem? How will their lives be different from using your service and why? Does your content spark their imagination? Or does it dissolve into boring corporate-speak? Use Social Media tools like Twitter to share thoughts and get feedback on what your customers (or potential customers) are thinking. Use social bookmarking to visit sites your customers may visit. Invite interaction on a blog or using video or photo-sharing. Then creatively use this content in your message on your website.
Many websites seem to expect visitors to guess what they do and what they offer, while they describe how great their product or company is. People do not want to guess. They need to know in a few seconds whether you can solve their problem. So be ultra-specific in spelling out the benefits to your prospects so they are encouraged to take the next step.
7. Apply the 19 “New” rules of social media copywriting to your content creation to write compelling web-ready content that starts and ends with your customer and prospect, not your company and product.