Copywriting on social media – creating sales texts on fan pages

Social media copywriting – where to start on Facebook?

We can find virtually every company on social media. This fact reflects how much sales potential there is in these portals. However, each of us can observe a significant dichotomy in running a fanpage. Some companies publish professional posts that receive a lot of activity, while others cannot get out of the “family likes” group. The reason is not only poor implementation, but above all the lack of planning and tracking of effects.

The carrier of our marketing message is, of course, the post (we wrote about how to create posts for Facebook in a separate article)

It usually consists of content and photos, although Facebook allows us a lot of autonomy in this respect, allowing us to add videos, surveys or events. For the purposes of this article, we will discuss the most common form, which is a single photo with text.

Determining specific sales activities is the most important element from which we start fighting for the customer.

Establishing a strategy

Content development should be preceded by specifying marketing goals. At each stage of the content marketing strategy, the texts have different characteristics.

Planning a promotion

It is equally important to make sure that we are not directing our posts at ourselves. Each sales content plays an important role in customer acquisition, so it should be displayed to as many interested people as possible.

While the above considerations may seem trivial, many companies publish their messages indiscriminately. But it is only when we plan a precise goal and determine how marketing texts will be delivered can we start implementing them and getting results with them too.

How to create sales texts on Facebook?

Although the ultimate determinant of the effectiveness of marketing texts is profit, each stage of the sales funnel encourages a specific conversion. So let’s discuss the distinctive features of such content depending on the purpose.

Building brand recognition

To sell, you first have to show yourself. At this stage, slogans and catchy slogans with a photo will work best. The text should be short and attractive – its only purpose is to attract attention. Therefore, we do not focus on the direct presentation of the offer, but only provide information on the services or products offered.

We want to reach as many people as possible, so any attempts to encourage conversions will result in less interest and lower reach. In the next advertising stage, readers should already know that your company X deals with Y.

Building commitment

At this stage, posts focus on activity. Posts may include an offer, but priority is given to professional entries and articles that encourage discussion.

If a post is advertised to a large audience, we must focus on clarity and attractiveness. Simple messages that “entertain and/or teach” will work best. If the target is strict and includes users selected during the recognition stage, the sales content may be more specific and demanding. The readers already know the brand, so you can boldly focus on industry-specific content.

Finalizing the transaction and selling

After selecting active users, we can start a sales campaign. The recipe is simple in theory: persuasive presentation of the offer. We need to write content in the language of benefits, informing users about the benefits of shopping with us. We never write about threats in the event of failure to purchase – customers must associate the company with something positive, not intimidating.

Be careful when addressing direct messages to readers. Facebook, of course, accepts the 2nd person form, but it doesn’t like it when we point out excessively at the readers. Remember – we inform you about our offer and benefits. Amateur content like “Are you fat and want to lose weight? Try X” do not meet Facebook’s guidelines. And very well.

Moreover, Facebook regulations prohibit promising mountains of gold. Contents must be accurate, so we do not hyperbolize the benefits to an unrealistic degree. All it takes is a little effort to write an attractive sales text that does not attack or promise, but works.

Copywriting on social media – basic rules

Above, we presented a general outline of formulating marketing content. However, these are not just general tips, which will often work, but not always. Therefore, for the content to be always effective, you should follow the basic principles of copywriting on social media.

Analyze the effectiveness of your sales texts

A huge advantage of Facebook advertising is the great autonomy in testing advertising creations. In addition, we can monitor a number of indicators proving the effectiveness of individual campaign elements.

That’s why it’s worth coming up with a few advertising texts and then analyzing the results. After selecting the most effective advertisement, we can focus our entire budget on it to achieve the most satisfactory results. If we have this opportunity, why not use it?

Here, we are dealing with a certain phenomenon that often occurs in the mind of a copywriter. Namely, we love some of the content we come up with and assume it will perform best. This is a cognitive error, because we have to analyze statistics and audience reactions, and not promote content that the author likes.

Of course, cheaper advertising does not always mean better. Certain types of content may have a higher cost of delivery, but in the final calculation they bring more profitable conversions. However, the general rule is that user behavior towards advertising is a key indicator that determines the effectiveness and costs of a campaign – and we need to be very vigilant about it.

Don’t follow ready-made recipes for success

The very fact that almost all copywriters offer to create advertising texts proves that there are no specific rules for effective sales content. We all know that the market is an extremely dynamic creation. Therefore, trial and error, tracking results and implementing new ideas is the only solution to developing lucrative marketing content.

In the first phase of the article, we outlined the basic features of copywriting in social media depending on the stage of the campaign. It should be noted, however, that this three-stage sales funnel is especially applicable in B2B industries, where prospects are led through a dense sieve of advertisements that gradually build their trust and need for transactions. In such conditions, it is difficult to acquire a customer, but the reward is a very high margin per capita.

The situation is different on the B2C market, where products or services are cheaper and cover a larger target group. If we want to sell original, creative pens for say N1,000, we do not have to display strictly ads tailored to engaged users. In the case of an offer that is subject to impulsive purchases resulting from low price or high demand, we can direct direct sales advertising to a larger group of prospects.

The German idealist Wilhelm Hegel stated that the progress of ideology is conditioned by thesis, antithesis and synthesis. This is an apt analogy for copywriting in social media, because it reflects the idea that learning from mistakes, contrasting ideas and drawing conclusions is a recipe for development and increasing results.

That’s why we don’t encourage you to follow rigid advice. Instead, we suggest analyzing the results and looking for solutions tailored to the changing consumer market. Only such behavior will enable the creation of effective marketing content, confirmed by financial results.