How To Write Social Media Posts That Convert Customers

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Congratulations — you’ve done a great job of building your following on social media. You have plenty of people who have liked your Facebook page, who interact with you on Twitter and deliver plenty of Instagram engagement. The only problem? Well, no matter how many followers you gain (or engagement they offer), your sales aren’t increasing. What gives?

The hard realities of social media. 

All the followers in the world won’t do you any good if you aren’t converting them into customers. However, there’s good news: Now that people are showing an interest in what you do and what you have to offer, half your struggle to build a customer base has been overcome. Now it’s just a matter of converting those followers into customers.

Converting Followers To Customers

To convert followers into customers, you have to write social media posts that get their attention, resonate with them, and make them trust your brand to improve their life. Does that sound a little dramatic? Maybe — but that’s the way you need to think if you’re going to write social media posts that convert.

It’s important to remember that a well-written social media post isn’t the only piece of the puzzle here. A strong campaign also means good graphics and even an offer they can’t refuse (like discounts or new product launches). But your caption copy serves as your starting point — and it’s your most effective way of communicating a message that gets through to your readers.

Get Started:

No two brands will have successfully converting copy that looks exactly the same. That’s because what they have to offer isn’t the same, and their ideal customers aren’t the same.

Start by going through posts you’ve already written and shared to Facebook or Instagram and paying close attention to the ones that reach the most users. Are the captions written in short-form or long-form? Do they offer open-ended questions, or do they make bold statements? Do they use emojis to break up the text?

Don’t be afraid to experiment with different types of captions for your posts. You might be surprised by your observations!

While it’s tempting to just come up with a simple one-sentence caption and let the image speak for itself, that’s not always effective. At the same time, it’s true that people aren’t on social media to read lengthy blocks of text. You need to get their attention, draw them in, solve their problem, and give them a call to action all very quickly. Let’s break all of those steps down in detail…

Components of a Successful Post:

You don’t want your posts to be formulaic — that would get boring. But there’s no denying that great posts usually follow the same kind of format. Here’s an outline to get you started, but don’t be afraid to play with it:

  • Open by grabbing your audience’s attention. Start with a question or bold statement, something that will make them stop scrolling and want to read more. Facebook and Instagram will often show only the first few lines of text — you need to get them interested in clicking on “More” to see everything you have to say.
    Remember, of course, that whatever curiosity-provoking opener you use needs to follow through. You don’t want to get the reputation of a brand that teases its followers but never actually delivers any substantial content beyond its opening line.

  • Introduce the problem. It doesn’t have to be a life-or-death situation — something as simple as insecurity, stress, or boredom are everyday problems that your potential customers deal with. Or maybe this post is focused on your brand’s problem — your hours weren’t long enough or you were understaffed. Set yourself up for the next part of the story…

  • What’s changing? Nobody makes a post about the status quo continuing. So do you have a solution to your customer’s problem? Or did you solve your own problem by extending your hours or hiring new team members? This is the most important part of your post and the one that will leave the greatest impression.

  • Wrap up the post with your perspective. Reflect on the news you just shared, or ask another question that will encourage follower engagement. Encouraging this kind of engagement not only boosts you in the algorithms but also demonstrates to your followers that you care about what they think.

  • Finally, give a call to action. Your post isn’t worthwhile unless you tell your followers what to do next. Place an order online? Stop by and visit you in the store during your new extended hours? Remember to emphasize the value that your followers will get by taking this action.

Need Some Ideas?

If you’re brainstorming post ideas to create brand awareness but you don’t know where to start, here are some suggestions:

  • Share advice from your perspective as an industry leader.

  • Share a testimonial from a past customer.

  • Give a personal anecdote about something interesting that happens in your line of work

  • Describe a time you overcame a problem and explain how this will improve your customer’s experience.

  • Talk about what you love about your line of work.

Once you have a great caption written, you can design an attractive and interesting graphic to go with it, or you can use a photo you took or a stock photo that’s available to you. You’re one step closer to bringing in new customers!

Our team at ASMM Digital is committed to helping you convert customers with all aspects of your web presence. Reach out to us today by calling 443-679-4916 or emailing ann@asmmdigital.com.

Ann Brennan