Four Tips for Retaining Personalisation in Email Campaigns (And How Scott’s Cheap Flights Did it While Sending 250,000 Emails Per Day)

Getting seen on social media is more difficult than it’s ever been. But social media marketing is as critical as ever. Use these tips to create content that will trounce the competition and pull in prospects.

It’s hard to imagine life anymore without social media.

The likes of Facebook, Twitter, and LinkedIn have become juggernauts that attract hundreds of millions of users. Naturally, this has turned social media into a marketing battleground. Every business that hopes to build a strong brand has to have a solid social media presence.

The problem is that almost every business owner understands this.

That means you face a lot of competition for your prospects’ attention when marketing on social media.

The Growing Social Media Challenges

Social media offers you the chance to get your business in front of more eyes than ever before.

However, you’ll face a number of key challenges you’ll need to overcome. These include the following:

  • You face constant competition for the attention of every single prospect you target on social media. The average person may have dozens of businesses targeting them with ads. You’ll also have all the posts from their friends to contend with. Plus, there’s content from the pages and groups they’re a member of.
  • Social media feeds update in real time, which means you only have a fleeting moment to catch someone’s attention. Just check your own Facebook profile to see this in action. What you see right now is completely different from what you saw an hour ago.
  • Social media platforms often change their algorithms, particularly in regards to organic reach. You may find yourself having to follow a completely new set of rules without warning. And these rules may not always prove beneficial to you in terms of the visibility of your posts.
  • People simply have short attention spans when they’re using social media. If your posts don’t captivate, they’ll get lost in the glut of other content that’s available on the platforms.
  • Your competitors are just as active as you are on social media. Worse yet, they’re targeting the same prospects you’re trying to nurture. That means your strategy is under constant attack.

The key takeaway here is that the average social media user sees hundreds of posts every single day.

Your goal is to make sure your posts are compelling enough to grab and hold their attention.

That’s where these tips come in. Here are nine things you can do to craft more compelling social media content:

Tip #1 – Choose the Right Platform

It’s true that there’s a lot of audience crossover between social media platforms. However, it’s also true that every platform has its own purpose.

For example, Twitter users expect short and snappy pieces of content. Those on LinkedIn tend to favour more business-oriented content. Snapchat and Instagram users want you to play to the visual nature of those platforms with images and video.

You have to understand these different platform purposes when creating your content.

A detailed article about a professional subject won’t attract much attention on Twitter. You may also find that people on Facebook don’t want to read such detailed content. However, those on LinkedIn expect to see complex issues getting tackled. Thus, a professional article will perform better on that platform.

This is just one example.

The key is to understand both the platform and what your audience expects from it. This allows you to create content that meets those expectations.

Tip #2 – Create Audience Personas

What does your audience need from your content?

This is a question you need to answer whenever you post something onto social media. Some members of your audience have pain points they need you to identify. Others may want to learn about offers for a product that will benefit them.

Each post you create has to target a specific audience persona.

This is where the data you’ve collected in your CRM can help you. That data reveals a lot about what your audience needs from you. And if you segment it properly, you can create specific personas for each of your ideal customers.

And you can use that information to create more targeted posts.

Automation Agency can help you segment the audience data in your CRM. Send a task to the Concierge Service to find out how.

Tip #3 – Write to Pains and Benefits

Following on from the previous point, your audience wants to see that you understand their unique pain points. They also want to know what benefits your products or services offer – and these need to be tailored specifically for them.

Those problems and benefits are should be the focus of any social media content you create, particularly in regards to selling.

The key mistake many business owners make here is to focus on features instead of benefits.

People don’t engage with the technical side of things on social media. They’re more likely to respond when your copy appeals to them on an emotional level.

What problems do you solve? How do you solve them? What does the end goal look like for somebody who uses your products?

When you’re answering those types of questions, your copy becomes more compelling.

Tip #4 – Keep it Clear and Concise

Again, this comes down to the limited amount of time you have to appeal to somebody on social media.

If you bog your posts down in needless copy, prospects will lose interest.

Your post needs to get to the point as quickly as possible. That means being clear and concise. Every sentence must serve a purpose and lead the prospect towards your call to action.

Tip #5 – Plan in Advance

You know that you need to post to social media platforms regularly and consistently.

The problem is that many don’t have a plan for what they’re going to say. They just know they need to create a post, so they put up any old content.

This rushed approach leads to boring or irrelevant content that prospects aren’t interested in.

Planning in advance allows you to build more structure into your posting. You know what you’re going to post and why. Plus, you give yourself time to make the post interesting.

A content calendar is a good solution here. At the beginning of each month, use the calendar to chart the type of posts you’ll create. Focus on the audience you’ll target, the message you want to send, and the offer, if any, that you’ll make.

Tip #6 – Grab Attention With High-Quality Images

Visuals generally work well on social media. But they’re absolutely crucial on platforms like Instagram and Snapchat.

Users expect to see attractive images that compel them to find out more. If your images look drab and lifeless, they’re not going to draw attention. And if they’re surrounded by more vibrant imagery, they’ll fall into the background in no time. So your images don’t just need to be good – they have to be more eye-catching than everything else.

Quality imagery offers a number of benefits to your brand. These include the following:

  • They make you look more professional.
  • Posts that have images attached achieve higher click-through rates.
  • Images stand out from the walls of text that take up most of a user’s feed.
  • A truly great image can create an emotional response that makes the prospect trust you more.

The key here is that every social media platform has guidelines for the images you share. These dictate the content of the image and its recommended size.

This is an area Automation Agency can help you with. We specialise in creating attractive imagery that makes your content more compelling. Send a task to the Concierge Service to find out more.

Tip #7 – Brand Your Imagery

One of your goals with social media is to build a brand that people want to engage with. That means you want them to recognise your content as soon as they see it.

You can use your images to reinforce your brand.

For example, your designs may emphasise certain brand colours or fonts. Alternatively, you may have a specific graphical style that you use in all of your posts.

When you brand your imagery, you make it easier for your existing fans to find your content. Plus, you stand out from all the other images on the platform because your branding is unique to you.

And Automation Agency can help you incorporate your branding into the images you create.

Tip #8 – Make Your Copy Scannable

You may want to share larger pieces of content, such as articles, on social media.

That’s okay. As long as you understand that the average prospect will see the post for just a short period of time.

Any copy you create needs to be scannable. That means using easy-to-read language. Plus you need to highlight any important information, such as stats or tips.

Use subheadings and content formatting, such as bold and italics, to draw attention to key pieces of information. That means the prospect sees what you want them to see, even if they don’t read the whole piece.

Tip #9 – Use the CURVE Method

The CURVE method originally applied to emails. However, it’s useful when crafting content for social media as well.

Check your copy against the CURVE elements:

  • Curiosity
  • Urgency
  • Relevance
  • Value
  • Emotion

Ideally, your content will incorporate all five of these elements. But where that isn’t possible, you at least need to have relevance, value, and emotion.

In other words, a compelling post covers a topic that’s relevant to the audience, offers value based on their needs, and inspires an emotion.

Improve Your Social Media Content

It’s not enough to post any old piece of content onto social media. Every single post you create needs to have a defined purpose. And beyond that, you have to design the piece to attract as many eyeballs as possible.

That means poring over every sentence in the copy and using imagery to catch attention.

Ultimately, it’s how compelling your posts are that will separate you from your competition.

Automation Agency can help you with various aspects of your social media strategy. We can create imagery that complements your copy. Plus, we can design the landing pages that your social media content links to.

Just send a task to the Concierge Service to get started.

And if you’re not yet a member, check out our Right Fit Chatbot. It will help you to determine if we’re a good fit for your business.

About The Author

Carl Taylor

Carl Taylor is the Founder & CEO of Automation Agency. For the past 10 years Carl has been building businesses and marketing them online through the use of Sales Funnels, Email Marketing Automation, Landing Pages, and Wordpress Websites. Carl is also a #1 author and highly sought after speaker and consultant whose work has impacted thousands of businesses across various industries worldwide.