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As a business, developing a strong social media presence is essential to help you connect with your audience and stay top of mind. You may use Instagram and Facebook to engage with your existing customers and attract new ones, and LinkedIn to drive traffic to your website. However, to create meaningful connections with your customers and followers on social media, you need to do more than promote your business once in a while. Your posts should provide an authentic representation of your brand and engage your audience in a way that shows that you understand them and their needs. In this article, we outline five elements of a great social media post to help make yours more successful.

Anatomy of a Great Social Media Post

While not all social media posts should follow the same format (this depends on the channel), you should follow these best practices when posting: 

  1. set a clear objective; 
  2. use a powerful on-brand image;
  3. write brief and compelling copy, in your audience words;
  4. use a link to direct your audience to your website, landing page or blog; and
  5. keep them relevant. 

1. How to Set Clear Goals for Your Social Media Posts

Before you start posting, it is crucial to think about what you are trying to achieve with your social posts. Is it to connect with your existing customers and drive engagement? Or to find new customers? 

A social media strategy is a useful tool to guide your social media efforts. The guide does not have to be a complex document; all you need is a table that outlines: 

  • your audience demographics (group them into buyer personas);
  • the social channels you post on (focus your efforts on the ones your audience engages with the most);
  • the content formats that you will use for each channel (define two to three content pillars and how often you will post about each. For example, you may choose to share topical content like interviews with industry experts 20% of the time);
  • a calendar that summarises what, where and how often you will post; and
  • an analysis of your results. 

Your posts should have a clear goal (drive traffic to your website, encourage your audience to comment or share) and a single call to action (read more, follow our group, share this with your network). Each element of your post (headline, image, copy, call to action) should clearly reflect your goal. 

For example, the objective of this LinkedIn post is to drive traffic to the company’s blog post that answers their audience’s questions about content marketing. It uses an enticing headline to convince the reader to click through and read the post, and both the image and the copy are clear and relevant to the topic. 

2. Use Powerful Images That Align With Your Brand Guidelines 

Your image is a crucial element of your social media post because it is often the first thing that the reader notices. Therefore, it should align with the headline and copy of your post, and it needs to be on-brand to ensure its cohesiveness with other marketing comms. 

The images you choose for your social media posts should be:

  • easily consumable;
  • have an emotional impact on your audience; and 
  • convey a simple message quickly.

From a technical perspective, they should be well lit and make use of white space. You should avoid adding too much text to your images, and your choice of colours will depend on your brand guidelines, the type of content that you are sharing and the channel. For example:

  • low saturation images, with relatively grey, faded, or pastel colours tend to perform well on Instagram; while 
  • data visualisation posts should use colour to separate categories or to draw attention to a point.

You can subscribe to stock images websites. However, use these with caution to ensure you stay on-brand. If your overall goal is to grow your following quickly, you should consider working with a freelancer photographer to ensure each of your images has a clear purpose and sticks to your brand guidelines. 

3. Write Brief and Compelling Copy 

Another essential element of a great social media post is the copy. You should be compelling but concise. Make sure that you address the reader and use their language, and avoid vague, misleading and sensationalist phrases such as “Read these shocking facts…”. Otherwise, the platform may penalise you. 

You should also include relevant tags and hashtags to help you increase your reach organically (how many people see your post). In this LinkedIn post, the author: 

  • addresses his audience by saying: “I am often asked how LegalVision Australia has sustained such a rapid pace of growth”;
  • gets straight to the point: “There are, of course, many pillars supporting our growth strategy – but a core one is content marketing”; and
  • uses an accurate statement to engage his readers and drive traffic to the post: “In this article, I share some tips on how to use content marketing to grow your business.”

4. Add a Link To Your Website, Landing Page or Blog Post

Depending on the goal of your social media post, you should include a link to a relevant destination that explains your message further. This can be a page on your website, a blog article or landing page. You can do this by pasting the link into the post and waiting until the platform automatically generates the content, or by adding all elements (image, copy and link) manually. 

Avoid using link shorteners if possible as these are sometimes used for malicious purposes like hacking social media users’ accounts or downloading viruses into their devices. 

5. Keep Your Post Relevant

Keep your audience in mind when you are creating or choosing content for your social media posts. You can promote your business, and use offers occasionally. Still, you need to balance this with sharing relevant information that your audience would find useful (or interesting) or develop the community. Aim for a 30:70 ratio of promotional and non-promotional content. 

Key Takeaways

From finding the time to create content, to deciding what to post on social media, it is easy to get slowed down by brainstorming, or to rush the planning stage and end up posting ineffective posts that do not get much engagement. Before posting on your social media channels, you should do some planning to ensure that you:

  • have a clear objective in mind;
  • use compelling images and copy to communicate your message;
  • write for your audience – use their voice and offer value to them; 
  • are truthful (avoid misleading headlines) and relevant (use promotions and offers sparingly); and
  • every element of your post is cohesive with your goal and brand guidelines. 

Getting started or growing your social following can seem daunting. However, even the smallest of teams can develop a strong social media presence to drive growth for their business. If you need help to craft a social media marketing strategy or to talk about how a partnership with LegalVision could help grow your business, get in touch on 1300 544 755 or fill out the form on this page.


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