For young companies starting to leverage social media to spread the good word about themselves and connect with potential customers, a common mistake they make is saying too much at once. In a world where first impressions count, the same applies in today’s fleeting digital universe. Customers simply don’t have the time to listen to everything you have to say in a single post. In other words, if you don’t catch their attention in a hurry, they’ll simply move on to the next feed, blog or Tweet that sounds more engaging and relevant to what they do. Here are a few things to think about when generating content for your next blog, Tweet or Facebook post.

Catchy headline: With the average screen time just a few seconds, you have to connect with the customer fast. That means the headline alone can make or break an opportunity. Keeping your headline or subject line simple and catchy is critical to getting your reader to take the next step.

Break it down: Remember that drop-dead gorgeous guy or girl you once saw across the room and when you started talking to them you couldn’t get away fast enough? Listen, as marketers we’re always tempted to tell the world everything we do and how we solve all of their problems. But for customers, it’s simply too much to digest in one sitting. Stick with a few strong key points or messages that can lead them in the direction you want them to go.

Appropriate length: As I mentioned earlier, while you might catch their attention with a clever headline, keeping their interest all the way through is another challenge. There is no set rule for how long blogs, LinkedIn or Facebook posts need to be, but keeping it concise is always something to keep in mind. Highlighting your key points using bullets or simple illustrations can also help deliver your message quickly, so they can take the next step you ask them to (see Call to Action).

Using the right tools: While I can spend another blog discussing this one, the tools you use to connect with your customers are critical. You don’t want to walk into a Red Sox Nation convention wearing a Yankee cap, right? Understanding where your target audience is, where they are doing their research, the online social communities they’re in, these are all critical pieces of information you need to find out to make sure you’re investing your valuable time with the right social media tools.

Always have a Call to Action: This simple marketing rule has been around forever, and for good reason. Customers won’t take action unless you tell them what to do. Make sure your call to action is seamless, such as a single click directly to the webpage you want them to go to. That only takes a few seconds, which is never out of the question when you’ve got your reader engaged.

As an online B2B marketer, social media is merely the tool you’re using to connect with customers and keep them engaged. The goal is to move them along to bigger and better places such as your website, or even better, your office. Figuring out the most effective tools to reach out to your customers and market to them is essential to achieving your social media objectives. I’d love to hear any tips you have for developing quick and effective messaging in your social media campaigns.