In part one of this blog series, we looked at how to give your social profiles a visual makeover. Your company’s profiles are gorgeous now; there’s no doubt about it. But much like a Miss America contestant who flubs the interview portion of the competition, your social accounts are nothing without substance. You’ve captured people’s attention, so make sure to give your audience top-notch written content that will make them want to stay. Here’s how:
Brighten your bio.
What does your bio say about your company—both explicitly and implicitly? We’ve all rolled our eyes at professionals calling themselves tech wizards, sales ninjas, and marketing gurus. To avoid falling into a similar trap with your company profile, avoid using buzzwords that don’t really mean anything to your audience.
You already have a boilerplate bio on your website, but what works there might not translate well across all your social media profiles because of varying character limits and formatting rules. Here’s a quick rundown of what you can expect from each site:
- Twitter: 160 characters; hashtags supported
- Facebook: 155 characters
- LinkedIn: 2,000 characters
- Google+: Virtually unlimited characters; HTML supported
- YouTube: 1,000 characters
Keep these restrictions in mind when crafting your bio. Need some inspiration? Look to these great examples of B2B bios on social media:
One problem I see too often with B2Bs is their inability to show value on social media. Precor does a fantastic job not only saying what their business does, but also succinctly explaining what you’ll get out of following them.
Cheshire Impact’s Facebook “About” section simply says “The Digital Marketing Automation Un-Agency.” In just five words, the company says what they do and sheds some light onto their slightly unconventional philosophy.
LinkedIn can be tricky. There’s so much room to write about your company that it’s tempting to cram as much information as possible into your bio. Gabriel Sales gets it right by sharing both a standard bio packed with industry keywords and a concrete, easy-to-skim list of what they can do for your business.
Above all, it’s important to understand what your bio conveys to the audience on each platform. Whether you stick to a tagline or tailor your copy for each site, your bio should be an introduction to what makes your business unique and valuable.
Spruce up your copy.
Earlier this year, SocialFlow found that 95% of organic social posts get no engagement at all. That’s a disheartening stat—so let’s change it.
Easier said than done, right? Even the best content can fall flat when its intended audience doesn’t see a reason to engage. Fortunately, we’ve collected some stats and tips to help you tweak your post copy and boost engagement.
- On Twitter, asks like “reply,” “download,” and “RT” increase clicks by 200% in promoted tweets. (Simply Measured)
- Tweets with fewer than 100 characters get a 17% higher engagement rate than longer tweets. (Buddy Media) For tips on cutting characters, check out this short SlideShare.
- Putting links about a quarter of the way through a tweet results in the highest click-through rate. (Buffer)
- Facebook posts under 250 characters get 60% more interactions. (Track Social)
- Using the word “please” increases Facebook post engagement by 71%. (TrackMaven)
- Facebook posts that use question marks receive 23% higher engagement than posts that don’t. (TrackMaven)
- 60% of LinkedIn users want to see content about industry insights, and 43% want content about new products and services. (Buffer)
As always, remember that what works for some businesses won’t work for others, so it’s important to conduct your own A/B tests to fine-tune your strategy.
Transform your posts.
You probably already know you can replace a link’s autogenerated image on Facebook and LinkedIn, but did you know you can also edit the copy? If the copy isn’t a perfect representation of the content it links to, edit it while keeping SEO in mind.
Once the preview is generated, don’t forget to delete the link in your post copy on Facebook, Google+, and LinkedIn. It looks sloppy and isn’t necessary on those platforms. On Twitter, clean up your posts by using bit.ly or another link shortener. Better yet, get a branded short domain (e.g., prd.to) to personalize your tweets.
These simple copywriting changes for your company bio and organic posts can make a world of difference on social media. Pair them with attractive images and you’ve got a winning combination. What are some tips you use to beautify your social media copy? Let us know in the comments!