Most people have been through the struggle and know how you feel or have felt when writing a piece of content for Facebook, “What text am I supposed to put here?”, “Is this gonna work?”, “Is this too informal?” Writing an engaging post on Facebook – for your business page, as this is what I will be talking about here (not your personal page where you know perfectly who you represent and what tone of voice to use) – can be challenging. You are trying to get the customer's attention, arouse a reaction and avoid ignorance...
How do you write posts that simply can't be ignored? This is what we will explore in the following 5 tips. Keep in mind, that before you write or produce ANY PIECE OF CONTENT, have your targeted audience in mind. What will be appealing to them? What tone of voice should you use? These are some of the questions that you need to answer.
So, let's dive into 5 tips, so that you know how to become your own best-in-class copywriter. Oh, or not yet… I probably did not stress enough how important it is to catch one's attention! So let's take one step back…
The 21st century offers almost unlimited ways to reach out to your desired audience, your potential or current customers. And that's the problem. There are many ways, many advertisers, businesses (like yours) targeting an audience that has its limits. Especially when it comes to attention span. The more stories we tell and the more frequently we are trying to tell them, the less time we have to draw our audience's attention.
8 seconds per one piece of content is on average the time span of a person spending time on social media (by the research conducted by Microsoft). In 2000, it was 12 seconds which only shows how rapidly the span decreases. For some of the placements, like Instastories, it is even less – around 3 seconds. That being said, you truly have to catch the eye or remain ignored…
Luckily, I am about to share some tips for you. If you follow them, your chances will increase!
The user's desire. That is your Holy Grail around which your activities should be tied. When you create a copy, make sure to address it. No one is interested in “just another product”. Need or desires to be addressed first, product/ offer comes afterwards…
Don't speak about yourself. With all due respect, no one is interested (unless you own a big and known brand). Bring your audience into your text, speak about them, use words like “you”, use questions to draw the attention, have a dialogue rather than a monologue...
Everyone has them. Values, beliefs and roles we play or want to play in our lives- we rarely speak about them, but have them in mind every time we make a choice when picking your best suit for a date or arriving at a business meeting in your luxury car. Apple is great at attracting our values and beliefs. Is it a piece of hardware, a PC or mobile phone, or rather something else that increases your status in other people's eyes? The answer is clear, I believe… Be Apple. Leverage on these values and beliefs when describing your offer or when designing a catchy headline.
Note: I do not encourage you to be manipulative. If you cannot help your customers with your product, if you truly cannot satisfy their needs and make their desires come true, stop reading this article, please. But if you and your product can help customers, feel free to show it…
When creating a FB post, there are certain platforms for which you create the copy. Mostly, it is the text above the picture or video, or a headline that occupies the largest place accompanied by a description. There are few models (continue reading) that – if used well – can help you draw the user's attention more effectively. Follow them and…
I know. This has been said thousands of times. But how many of you run AB testing every time you create an ad? Do you think thoroughly before creating the second version that is the copy or do you follow the kind of approach: “Oh, I should do a second version… Let me change one word here… and that's it! I will run the AB test now!”
Testing is the only right tactic to find out what resonates most within your audience. Who does not test, pretends to predict the future or relies on her thoughts…
I promised to present you some models, structures you can follow to create outstanding Facebook posts. Here you go…
But let us first showcase what a Facebook post usually looks like:
Ask a question in the text section, answer it (by offering your product, service), use call to action in the headline and add a proof that your solution works (testimonials, number of users, …) in the description section. This model works best if your audience already faces the issue you aim to fix or a desire you aim to satisfy.
Make the reader feel like you are reading her thoughts when reading the text. Make her feel completely identified with what you write there. Use a combination of short stories and metaphors. After she feels like she just read her life's story, make her complete the action in the headline – offer a way out, a way to improve, a way to get what she desires. In the description, use a sense of urgency. There is something called FOMO (Fear of Missing Out) that drives people crazy (make sure to read the article after completing this one).
Try to invent your method of approaching your audience in a way that simply cannot be ignored! There are many approaches that can be followed. Go out with your copy, test it and let me know on my LinkedIn profile what worked for you!
Note: The structure text, headline and description applies for posts that contain a link. If you share a picture, text is the only editable section. Similar rules apply in that case.
Here are some of the posts that were created in a really smart way:
After your post has been published, make sure to check the results! This may seem like a no-brainer, but not everyone is checking how well the content performs. Do not be one of them. Measure and build on what works. Facebook allows you to see the engagement rate (percentage of people who interacted with your posts divided by the number of people reached) in the Insights tab. The higher the engagement rate, the better your post has resonated within your fan base.
You have been given very concrete instructions on how to write an outstanding Facebook post. Keep in mind this is a lot about testing and finding what works for your business. There are, nonetheless, some rules that haven't been mentioned yet:
Do you want to squeeze more out of online marketing? That's always a good idea. Bear in mind these faults so your effort will not come in vain.
If you are running your own small business, it is only right to have a website. With everyone being on the internet it is almost impossible not to take advantage of it. Unless you do not want your business to grow and succeed it is essential to build up your online presence and having a website is one of the ways to do it. Thanks to the evolution of technology and free website builders like Webflow, building your own personal website has never been easier. You do not need to be a computer engineer or know computer programing. Free website builders enable you to build a personal website to your liking. There are so many positives to having your own business website.
So, here are the benefits and advantages of having your own website:
Facebook gathers more than 2,4 billion monthly active users. That being said, it is obvious that the possibility to reach your potential customers is high. On the other hand, getting to know the platform takes time or costs tons of money (for agency fees). For small business owners who decide to leverage this platform, time and money are the core assets.
So how can you get the most out of the biggest social network? First of all, know the basics. Facebook (and any other advertising platform) can be overwhelming, which makes it easy to get lost. Don’t try to understand everything. Choose to learn what matters to your business the most!
We have prepared content that will help you get to know the very basic idea behind advertising on Facebook. We call it the Beginner’s Guide to Facebook Advertising and within it we cover the following topics:
Dig into the Facebook advertising by downloading the e-book below and let us know how it helped you boost your business!
Have you been wondering which format is the best to use for promoting your business news on Facebook? This article will briefly explain the difference between the main Facebook formats and what to use each of them for. You will find out how to create them, as well as, handy info to stay relevant and entertaining for your customers.
I know, I have been there too… You are about to create a piece of content — a nicely done cappuccino in your café or a beautifully pictured house that you want to sell. But how the heck do you begin? With no professional equipment or experience — you want to produce the best content for your social media profiles, business website or email campaign, right?
Well, how do you go about it? The key is you don’t have to be perfect, in fact, that’s part of the magic of this medium! Be natural, be spontaneous, and be active. Your new audience will expect funny, educational, engaging and UNPROFESSIONAL content. In a world where marketing aims for the ideal, your audience wants someone or something that they can relate to. A picturesque cappuccino is nice to look at, but what about a customer savouring their morning drink, only to burst out laughing because they have foam on their upper lip? Capture it and share it! Sometimes less is more. And something is always better than nothing…
In this article, I will show you how you to use a (relatively new) medium that not only allows you to share your unprofessional and spontaneous content, but REQUIRES IT! This medium is called Instagram Stories aka Instastories. As the name says, it can be used on your Instagram profile (both personal and professional). Below see an example of what an Instastory looks like:
Let us first clarify what Instastories are. They are vertically shared pictures, videos, animations that were originally used by Snapchat. After some period of time, Instagram and Facebook implemented them and extended their platforms. Instastories disappear after 24 hours which makes them an instant, spontaneous and engaging piece of content.
But why should you actually care about them? How are they relevant to your business? As we regularly discuss in other articles, webinars and private Facebook groups, ask yourself a question before you get started: Can I reach my audience on this channel? Instagram is used daily by one billion users and Instastories by more than 500 million people. That truly means 500.000.000 people. Every. Single. Day.
Going back to where we began. You are probably asking yourself: “Do I need professional equipment, a best-of-breed creative studio with the best of the best?” Not at all. Be natural, be spontaneous, and certainly, go ahead, and be unprofessional! This platform requires it. Your audience expects you to be natural. They expect to see what’s going on behind the scenes and what your daily updates are — share with them the best moments that can describe you or your business. Tell STORIES! Because that is what this platform is about.
Let’s break the stereotype: You do NOT need to be a professional to create great, engaging content for Instastories.
Let’s get practical. How do you really begin?
You know how to get started. Get inspired before you jump into the content creation. See a series that shows some examples of really nice — BUT STILL UNPROFESSIONAL — Instastories which you can do within a few seconds.
There are plenty of cool features that you can use to make your content visually more appealing. Amongst them, there are live streams (even shared streams with other coworkers, partners, and followers), galleries of Gifs, options such as slow motion or boomerang effects, coloured backgrounds, many text fonts, polls, quizzes and questionnaires (ways to engage with your audience), chat windows and tons of emojis. Again, choose what correlates with your business image (branding). I may be repeating myself, but less is sometimes more…
Is all your revenue coming from one source? That's a huge risk! Using a single sales and/ or marketing channel to market your business might be a fatal mistake for you. Single-source dependency means over-reliance on one thing and that could ruin your business. It's like having no backup. As much as you diversify your effort into various marketing channels and revenue sources, it’s unavoidable that you find a disparity in results. But that’s not to say you should stop doing it. You never know when a small revenue driver can become your main income and vice versa.
Some businesses are dependent on one revenue source so they make themselves unduly exposed to forces outside their control. What if that source is over?
For lots of businesses this source is Google, when sales are primarily driven through Google Ads. And they take huge hits when a new competitor outbids them.