Your window of opportunity to garner the interest of the consumer is small. With attention spans shortening due to social media induced comprehension issues, that window has shrunk even further. What you say to the public has to grab them from the first phrase. And any excess wordage or concepts results in attention drift. Once that happens, you’ve lost them. They are already moving on to the next update in their feed.
Consumers don’t want their social media pages to be overburdened with posts they aren’t interested in. ‘What will interest consumers?’ is the question which every marketer has foremost in his mind. Not every post you make will produce a like or a share. But knowing what to say and how to say it has a direct correlative impact on whether or not consumers will find your posts interesting and worth sharing. Below is a short guide on how to share your content in social media posts.
- Have great content. It doesn’t matter how much your update garners consumer attention and interest if the content you send them to is subpar. They’ll soon stop bothering to read your posts altogether, much less share them, if they’re disappointed on the follow through. What makes great content? The marketing rule is that it must teach, entertain, or inspire. If your post rambles, is a mere narrative about your day, or otherwise fails to teach, entertain, or inspire, consider writing or hiring experienced content writers who can start filling your website or blog with content worth reading.
- What posts you share are important. Don’t take for granted the content you have that can remind consumers of your company’s existence. Share your about page, your testimonials page, your most clicked on posts (see what those are via analytics), and the posts that consumers found the most useful.
- Keep posts short. Twitter length is a good rule of thumb. Consumers skim through their social media feed, which means they spend about two seconds reading a post before the decide whether it interests them.
- Post updates with a link attached, but draw them in with your words. Don’t rely only on content you’re linking to. Even if the content is important, consumers need to have a reason to click on your link.
- Ask a question you think your target audience will agree with. Ego is an important part of the sales process because consumers have to feel good about the product they buy. If the audience can give a resounding Yes or No to your question, odds are, you will be getting more clicks.
- Make a statement that will surprise your target audience. ‘Surprise statements’ cause curiosity, and curiosity equals clicks. Get familiar with presenting the unexpected, but don’t mislead the consumer as to the nature and slant of the subject matter.
- Keep your updates clear and easy to understand. Pick a single point to emphasize rather than multiple points that leave your reader confused about why they should click on the link. Use the simplest word and the shortest sentences. Simple and clear beats out elaborate and confusing any day of the week.
- Use hashtags. Not all social media has ease of use with hashtags (Pinterest is a noticeable hashtag exception to the hashtag rule). Research which hashtags are the most used and visited hashtags in your industry. Add a minimum of two of hashtags to each update and make sure they are appropriate to your content.
- Know your business. And not just your business. Check out the updates of competitors and peers with a high number of followers. Pay attention to which of their tweets are retweeted, which of their FB updates receive a high number of likes or shares. Figure out why. Are there good ideas you can implement there?
- Share updates that link to content similar to your own. Part of having a social media page for your business is not just about linking to your own content, making announcements, or offering discounts, it’s proving to the consumer that your business page is worth perusing more in depth for other articles they might find relevant or of interest. And it helps to sell your brand by creating a mental association of your business with a specific industry as a whole.
Knowing what to share and how to share it can take some finesse and a good sales sense. If you don’t think you have those kinds of chops, stop by our page. We can help with that!