How to Write Content That Converts Likes on Social Media Into Sales

Content Marketing

How do we make more sales? Companies around the world ask themselves this most basic yet fundamental question almost every day.

Consumers are greater informed, and they have more choices on how to spend their money than ever. Getting them to buy your product or service takes some serious skill.

To get them to buy, you need to move them to take action.

Your content should be attractive to get people’s attention. This can be achieved by having eye-catching visuals in your content. Another way to do it is by crafting a show-stopping headline that will make them stop scrolling and click.

Then, to keep their attention, your content must be compelling, and it needs to educate the buyer about something new and exciting. People love to learn. If your content lacks value and is nothing more than a pitch, it will turn most buyers off.

Buyers want to make a connection with the companies they do business with. So humanize your brand with your content whenever possible. Use storytelling with real examples of how your product or service solves actual problems and improves lives.

Research over the years has consistently shown that emotional response has more influence on buyer’s behavior than the claims made within the content. In other words, if people aren’t feeling it, they’re not buying.

Your content should make buyers begin to envision themselves using your product or service. This is a critical step, and if you don’t get past it, you won’t make a sale.

Next, consumers want to know how the product or service gets delivered to them. If you are selling a furniture set and part of the visual people get when envisioning buying is them spending their entire weekend assembling it, they will not be moved to buy. Make sure that your content reassures buyers that the setup will be quick and easy, and that it won’t cause significant disruption to their lives!

Buyer advocacy is one of the best ways to get others to make a purchase. Encourage your existing customers to comment on your content. We all know that FOMO (fear of missing out) is a massive trigger for buyers these days. When your existing customers comment, it validates the claims made within your content.

While price alone is not enough to make people buy these days, they do want to feel like they are getting a good offer. Your content should make the buyer feel like they are spending their hard-earned money wisely.

Remember, there are lots of places people can buy. You don’t want to warm them up to the idea of buying your product or service only to have them shop around because the offer you presented did not make them feel good about spending their money.

Your offer should have a little bit of scarcity associated it with it. In other words, after consuming your content, buyers should feel like your company is the industry-leading expert and they can’t get exactly what you are offering them anywhere else.

Always be thinking about SEO with your content marketing. Create content that is written for SEO using strategic keywords placement within the content that buyers are likely to use when they do a search online. When someone goes to Google or Bing, they have intent and an expressed interest in your product or service.

Creating fresh content that tells your company’s story is the best way to connect with buyers in today’s market. Your content marketing is what makes your business discoverable on the Internet, and getting it right is vital to your success.

Improving Your Calls to Actions Drives More Sales

Here are the words to use to inspire your customers to want to learn more about your company and its products:

  • Learn more here and get started toward…
  • Check out how this will help your company…
  • Discover this new way to…
  • Find out why so many companies are using this to improve their…

Get Others to Share Your Content

If you’re like many out there, you don’t have time to keep up with the latest tweaks the social media networks make in their algorithms. However, the one thing that will always remain constant when it comes to content being distributed to a wider network on social media is getting a lot of people to share it.

Asking your audience to share a piece of content can often result in more shares. However, to get results these days, you have to be more strategic than just saying “please share” or just putting “RT” in your tweets hoping people will retweet it.

Here are the words to use to get more shares of your content:

  • If you are as passionate about this as we are, please help us spread the word about…
  • Share this if you agree with…
  • Share this and tell your friends what you think of…
  • Share this and show the world that you support…

Let your audience sound off

In case you haven’t noticed, people are eager to give an opinion these days. Savvy marketers are able to use this to evoke an emotional response from their audience.

While enabling your customers to give their opinions, you will get some negative feedback. However, it has been proven over and over that the most successful companies can use negative feedback to get over the hump with their products and make massive improvements to the customer experience.

I was reminded of this yet again by a recent post on LinkedIn from Hootsuite CEO Ryan Holmes. In the piece, he told the story of the time where a customer used a rather aggressive tone (that I won’t repeat here) when describing Hootsuite’s UI via a tweet directed at their customer support. Holmes credits that tweet as being the catalyst to moving Hootsuite’s interface through the major revamp it needed to keep pace with their competitors.

To start more conversations with your audience, use these words:

  • Our product team is fresh out of the lab, so tell us what you think about our new…
  • Tell your company’s story about when you used…
  • Today we want to know what you think about…
  • What frustrates you the most about…
  • If it were all left up to you, how would you improve…
  • Today, we want to hear from our audience! Share your voice with us about…

The words you choose matter, and having the right calls to action in your posts on social media will make all the difference. How does your company use calls to action on social media, and what have the results been like?

Do you need help writing content that attracts buyers? Fill out the form below to get in touch with us.

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