How do you write Social media posts for your eCommerce brand that bring sales?
I know writing social media posts every day for your brand is a difficult task. Creating ideas, putting relevant words that convert your followers to customers is daunting work.
Most of the time you might feel leaving social media and use some other medium to bring sales, but it is so important nowadays that quitting it not only halts your sales but also reduces your brand awareness. Hence, quitting social media is not an option but embracing it to the full fledge is. Today, I’m going to show you how to make yourself fully emerge and excel in bringing sales to your eCommerce store via social media?
There are various types of posts you publish on social media and, all of them act as a puzzle piece to the final goal of your brand that is to bring sales. You have to write content for all these posts, no matter whether it’s a promotional or educational post.
So, how do you do that?
The foremost thing you need to realize is that you just can’t write anything if you don’t know who you’re writing for. Even if you write, it’ll be useless as the audience can’t relate to the brand and feel it’s not for them.
Hence, knowing who will read the post provides hints to what words to use and how to adjust your tone to match with them.
For example: If you’re selling weight loss supplement to 25 years old men, you’ll write, “Bring the sexiness to your young body with the XYZ supplement, and make your college mates jealous".
On the other hand, if you’re selling the weight loss supplement to 45 years old men then you’ll write, “Health is wealth. What will you do with all the money if you can’t walk properly with your heavyweight? Bring home XYZ supplement and enjoy your life with a slim body like never before.”
Both the contents do the same thing i.e. selling your supplement, but if you interchange it with the products, surely the wrong supplement would reach each age group.
After researching about your buyer persona and brand tone, it’s time to find out what are the different types of contents you’re going to publish and what are their writing requirements.
In a nutshell, an eCommerce brand commonly publishes posts such as New products, Promotional posts, Latest blog posts, Video tutorials, User-generated content, Customer case studies, Company accomplishments, Inspirational quotes, Giveaways, and Customer reviews. Your main goal in writing the social media post is to entice users to stop scrolling their social media feed for a second, look to your post, and apply necessary actions. We will divide each type of post into categories and find out what does it needs to excel.
Blog posts, Video tutorials are purely for educational purposes. You have to create your own and also need to share from other authoritative brands and influencers. These provide values to your audiences, which help to build your brand authority in the industry.
Your users are already searching for this kind of information on the internet; all you have to do is write a meaningful headline where they can relate to their problems.
Make sure to use related hashtags not more than 6-7 to reach the desired audience. Tips: Rewrite the heading of the blog or news article to generate curiosity in the user’s mind. This will reduce your efforts to come up with new write-ups for social media on publishing articles.
Inspirational and related quotes are used to make your audience feel confident, emotional which leads to deeper connections with the brand. Quotes from industry experts, a famous personality who is related to your products, can bring positive affirmation to the brand. The people who know them, follow them will actually admire your company because it links to their hero.
For example: if you’re selling computer products, write a quote from Bill Gates or Steve Jobs to hold your audience for a while and make them aware of the brand. Tips: Write the quote along with the person’s name, and add necessary hashtags. Make sure to tag related brands or personalities.
User-generated content, customer case studies, company accomplishments, and customer reviews are used to bring trust factor to your audiences. It provides social proof to your audience that your products are reliable and, people are getting results out of it. Tips: Think about how you will tell a friend about a new product or service that you found satisfactory. Use that idea with a touch of your brand voice while sharing user-generated content on your social media platforms.
New products, Promotional contents are for the sales-oriented posts where they need to take an action like adding products to the website cart. These are the most prominent posts in your eCommerce social media marketing.
All other types of posts help you create trust and authority but a sale-oriented post brings you actual cash inflow to your company. These posts require special copywriting techniques to attract the audiences and make them buy from you.
Here, the majority of eCommerce owners use the AIDA technique that is Attention, Interest, Desire, and Action.
I use the same technique in new products and promotional posts.
So, here is how you will get the full result from this technique. Attention stage: Generally, people scroll their social media feed mindlessly. They will only stop when something very attentive comes into their picture.
Once you know the audience's pain points, interests, and hobbies, you can easily catch their attention. All you have to do is trigger their pain points in a way that intrigues them to stop and look at your content.
You can start with a direct question or assumption in this stage. For example:
Question: Are you the person who realizes every morning that weighing less can actually reduce your back pain?
Assumption: You have done too much dieting but getting no results on weight loss. By reading this type of sentence, your audience will relate to their problems and will stop scrolling to see the content.
Interest: Once you get their attention, it’s time to retain it by talking about their interest.
In the weight loss example, you can write as “Every customer of this product found satisfactory results within 2 months of continuous uses in regular diets.”
This sentence will generate interest in the audience's mind and they will eager to read further down the line.
Desire: What is the thing that they want to achieve?
In the previous example, audiences want to become slim and get rid of their back pain.
So speak to their desire. Mention about the outcomes or benefits they are going to get when they buy your products.
For example: Get your slim body back and get rid of back pain with our XYZ supplement. We know weight loss should not be a torture, so we offer 5 tasty fruit flavors to choose what makes your mood awesome.
Action: This is the last step in your copy.
Due to the availability of wide variety, consumers these days don’t accept any poor quality experience in their buying process. They will simply leave the products or your services if you don’t tell them how to avail it.
Your whole hard-work of writing the copy will go waste if you don’t show your audiences what to do after you entice them to buy.
Whether you want them to buy from Instagram shopping or via website cart, provide an appropriate button or link and ask them to buy.
Use the above-mentioned techniques to write social media write-ups along with the necessary graphics for your eCommerce brand. Do necessary changes based on engagements, reviews, and analytics. Make sure to add hashtags and tag relevant people or brands in all your social media posts to never miss a single opportunity of organic traffic.
Here is the summary of what we have learned from this blog:
Re-write the headline of blogs or news articles to make it enticing for social media write-up.
Write the quote along with the person’s name for the inspirational post. Tag the necessary personalities or brands.
Use your brand tone to shout-out for user-generated content.
Use the AIDA technique to write a sale-oriented social media post for your eCommerce company.