You spend hours and days curating your content to boost engagement on your Facebook posts. And then you take a look at your Facebook analytics. You haven't gotten any clicks on your links. No one has commented on your posts. No one has shared them. And then you wonder, "Why?"
There might be a number of reasons but most likely you’re not following these copywriting techniques. Apart from providing useful information, it’s crucial to follow these techniques.
Almost every company or brand has a Facebook page today. But having a number of fans while you struggle to boost engagement is indeed frustrating.
When you write copy that grabs your audience’s attention, they are more likely to engage with your post. With over 2.43 billion monthly active users on Facebook, good copy is a must. Can you imagine how it will damage your ads’ return on investment if your copy is of poor quality?
You need great copy, but writing copy itself is a challenging task. Thousands of entrepreneurs and brands are posting badly written copy. They don't realize that understanding human psychology can boost engagement.
Another reason writing copy is challenging is some techniques that might have worked brilliantly five years ago might not work today. Now, here’s a question you might be wondering about.
Do you need to abandon your current Facebook page and start over from scratch? No. You can start applying copywriting techniques to create greater engagement for your Facebook posts.
Writing great copy is a craft and not every writer is aware of the best mix of techniques. That’s why I’m sharing these copywriting techniques with you.
It’s time to make your copy more user-focused and increase your click-through-rates and conversions from your posts. Just like what the Father of Advertising, David Ogilvy, would say:
“When I write an advertisement, I don’t want you to tell me that you find it ‘creative’. I want you to find it so interesting that you buy the product.”
Here are 5 golden copywriting techniques that will boost engagement on your Facebook posts.
Marketing techniques have been changing to adapt to technology. Still, the simple copywriting formula of problem, agitate, solution will always apply.
This classic copy practice works for all kinds of marketing, from straightforward Facebook ads to landing pages to flyers. It also acts as a framework for any copy you’re crafting. If its direct and written effectively, you’ll be able to hit the audience at its pain point. And finally, you’re helping your buyers to solve a problem that they never thought could be solved.
Create emotions within and around your audience with this type of ad copy – let your audience think that your ad relates to them on a deeper level. Empathy is powerful.
Stories immerse your audience at an emotional level. Each day, 300 million people use Facebook Stories. Not only do they connect people around the world, but they also connect them to the brands and products they love.
With over 2.43 billion monthly active users on Facebook, Stories is the place for marketers to connect and engage with their customers and communities. But to drive business outcomes, you need creativity. You need to meet people’s expectations while inspiring them to take action.
Your Stories should support your objective and target your buyer’s persona. It’s a great way to share real moments through Stories ads.
Naturally, people love stories. You can use your Facebook posts to portray authenticity and joy.
In an Ipsos survey, 62% of people believed brands and products became more interesting when they saw them as a story. If your objectives include brand awareness to lead generation to conversion, Facebook Stories ads cover it.
If you put the right message in front of the right audience, you'll make people talk for all the right reasons. You're using an existing network to promote a product.
The more trust you build, the more sales you make.
You want your posts to go viral. This can be in the form of videos, images, short stories, and much more.
Since Facebook is constantly growing, advertisers and marketers are plagued by choices and the shiny object syndrome. There’s so many features and advert types you can use to boost engagement. Make it a daily habit to try a new technique if you find this type of copy useful for your Facebook posts.
It is important to decide which type of Facebook posts best reach your business goals. In the 21st century, providing content is the core method to reach audiences. But it wasn't always this way.
Advertorials Ads were the first concept of copywriting. They were advertisements in the form of editorials. They highlighted benefits for a product or service in a more subtle way compared to other types of ads.
You can increase brand awareness or engagement for your new product with a new type of copy. It's a combination of an ad and an editorial. Also, it should feel like a news story and it's perfect for your Facebook post because it's news related.
With 1.45 billion daily active users on Facebook, any breaking news is a quick share. According to Pew Research more than 40% of American adults get their news on Facebook.
Words and compliments from others are more powerful than what you say about yourself. If you spread claims that you have the best product in the world, you can be perceived as arrogant and cocky.
However, if those claims are from your customers, it’ll be an endorsement and recommendation.
There are 3 kinds of testimonials you can collect from your customers:
Character Testimonials. Someone praises or say something good about your character.
Result-Driven Testimonials tell a story about how things started. You can use the “Stories Copywriting” technique mentioned earlier and include a result-driven testimonial. These are much more powerful than a character testimonial.
Video Testimonials are the best kind of testimonial. They allow you to see what the person looks like when they are speaking. You can see their facial expressions, hear their voice and feel their emotions.
This brings us back to the viral copywriting technique. A video testimonial is versatile and very advantageous to have. It can be transcribed into text for your website or audio for your podcast. At the same time, you can use it in your Facebook posts.
You have to assume no one trusts and believes you when you promote a product or service. Give them a strong reason to believe in you by using your copywriting technique.
Ultimately, having an engagement strategy is crucial and if you write copy that’s easy to read and engaging, naturally people will want to share your Facebook posts.
Regardless which copywriting technique you choose to boost engagement on your Facebook posts, be sure you give a clear call-to-action. According to a study by Small Biz Trends, 70% of small businesses lack a call-to-action.
With that said, the experts from copywriters.com are focused on providing the best copywriting technique based on your business goals. Not only does it save you time, it will boost your Facebook post engagement, and increase leads, conversions and sales.
If you find implementing these copywriting techniques a hassle, simply hire a dedicated copywriter to help you with your Facebook posts.
Photo credit: https://www.shutterstock.com/image-photo/bangkok-thailand-may-27-2017-business-692942986
Racheal Tan is a copywriter and swimming coach. She brings her decade of writing experience to her current role where she’s dedicated to motivate and inspire the world how to become a better version of themselves.Hire Racheal