As professional copywriters, we understand how words on your social media feed can generate quality traffic flow, bring in customers who pay well, and ultimately lower your bottom line. Using the right words on social media will get you attention from both relevant audiences and social media algorithms. In fact, research by LinkedIn (Truth About Social Selling) shows that half of all online revenue is influenced by social selling.
There’s no shortage of social media copywriting tips out there. However, the reality is, there is no hard and fast rule for writing high-converting social media copy. What works for one company doesn’t always work for the other. It’s an area of copywriting that requires heavy customisation so, we’ve kept our tips short and sweet:
Everybody avoids the person at the party who is boasting non-stop about their achievements, right? The same thing happens on social media. It’s not the place to tout about yourself. Well, at least not every post.
Remember, nobody likes a giant business card in their face, and nobody is concerned about your company sales target. Instead, be selfless, and help people. By tapping into your company’s expertise and niche, you can tell stories that will help your audience to achieve something. It might be as simple as making them smile, or even just giving them updates on some industry news.
And when you do talk about yourself, always find a way to write it in a way that you’re still paying it forward.
Social media is the best place for creative copy. Your audience is at the early stage of the sales funnel so something that is unique or funny, or shows vulnerability, is going to create far more awareness and interest than “Hey, look at our great new AI solution, buy it.”
Sure, sales and discounts can be attractive in the B2C world, but in the B2B, tech and finance world, they tend to reduce credibility and ignite more questions than interest. Most of the time LinkedIn followers are not looking for a bargain, they’re looking for something of value (unless you’re looking for a copywriter, in which case you’re probably looking for a bargain and value). Webinars or giveaways with hidden upsells might work once, or twice but people catch on quickly.
This is also one reason why B2B influencer marketing is growing. If you engage the right influencer, it can create an opportunity to show off products without the hard sell.
There’s much debate about whether company pages are effective on LinkedIn. The argument is that people prefer to follow people/personalities rather than companies, and there is some truth to that.
Our management gets more followers on their personal LinkedIn profiles than they do on the company page, and most of our company followers connect with us after engaging with one of our management’s posts. What we’ve learnt is that ‘people pages’ and ‘company pages’ actually complement one another. Of course, there are B2B, tech and finance companies and agencies, out there with active LinkedIn company pages and huge followings. While our team members themselves are a little shy on social media, you’ll be surprised at the amount of gusto they can inject into your online persona, transforming you into an industry leader with a combination of strategy and wit.
Clickbait headlines have a short shelf-life. Social media is an everyday task that takes time to build, and there’s simply no shortcuts or overnight success. Take time to test out different copywriting ideas to see what your audience likes.
It’s particularly easy for B2B companies to ignore social media marketing, but it’s a problem that no matter how much we ignore, won’t go away. Whether we like it or not, conversations about our industries, and companies are happening on social media, and if we’re not a part of it, then we’re simply creating more space for our competitors.
That doesn’t mean social media is the be-all and end-all. There are, of course, many potential customers who don’t use it, so as with anything in the world of content marketing, a balanced approach that is right for your audience, company, and brand is key.
We understand that every marketing team works differently, so we are open to collaborating with your in-house designers, agencies that you’re currently working with, or letting our own graphic designers handle your marketing assets. Whatever you decide, we’ll try to our best to accommodate an arrangement that works for you.
We also have a copywriting team that is used to writing with a design approach in mind, effectively cutting down your turnaround time by delivering drafts that graphic designers can finesse into engaging visuals swiftly.
Unfortunately, Etymon does not offer any paid marketing social media services at this time. Most of our B2B, tech, and finance clients manage their own paid campaigns internally, and we provide the copywriting for the ads or posts.
Being a B2B, tech, and finance-focused copywriting agency, most of our clients opt for LinkedIn content. We have written social media copy for Instagram and Facebook when working with B2C finance companies, however, our forte is writing social media content for LinkedIn audiences. In our experience, we find that Twitter does not have much traction in Southeast Asia. But understand that it is widely used in the blockchain space and will gladly support your social media efforts on that channel if required.
We do provide the following add-on services to alongside social media copywriting:
1. Co-ordinate post schedule
2. Manage post engagement
3. Analyse social media results
We’re an agency that is invested in your success once we start writing copy for your social media pages. That means we’ll monitor and respond to trending social media topics and alert you the minute something that connects with your brand message arises. When done right, real-time social media content can be a real organic traffic booster.
