This study shows that 57% of people are more likely to buy from a brand that they follow on social media. So let’s have a look at a few different ways of directing Facebook users to the website of the brand or product or blog.
The first and most important point is to have ease of access to the website. This means that it prominently displayed in the Facebook page’s “About” section, or has obvious clickable links in the advertisement itself.
A customer shouldn’t be wondering where to click or have to make the effort to go and visit the site themselves and then search for the relevant product or article. Ads and posts should be catchy enough on the first view that the user would want to engage or interact with it. A teaser followed by a call to action is the best way to leverage this engagement.
Call to actions can be further involved too, with options to message, book, sign up for newsletters, or even play a game. Studies have shown that people need to see an offer between 5-9 times on average before making a purchasing decision. So one shouldn’t be afraid of repetition, though advertiser fatigue does exist if it goes too far.
Creating good content
Relevant content (such as interviews with experts and industry personalities), videos and competitions are also great ways to increase engagement. This is especially true of FB ads because you do not want to waste your ad budget by using bad content.
Users can click through to the website from the video description, and an interesting contest where the user has to go to the website to complete it creates a good level of engagement. Content should be optimized for sharing. Make it easy for the users to share the posts or the page to their timeline where their friends can see it. Large images with bold, clear text are best.
Links typed into the image generally aren’t great, as it requires the user to type it into their address bar, which they are not going to do. Clickable links must be associated with the image.
There are a few things not to do
Users are very savvy to clickbait and engagement bait, and so are the Facebook algorithms. Posts that say things like “This one trick…” or “You’ll never believe…” are met with rolled eyes and are deprioritized on the users’ timeline.
One way Facebook finds and filters this content is by seeing how long people spent on a site before clicking back to Facebook. Also, posts asking for likes, votes, comments and tags are similarly vilified. Analysing popular posts and seeing what differentiates them and using those methodologies to target the correct demographic is an excellent way to drive the right customers to the website.
Data can be downloaded from the Insights tab of the brand page. There is a lot of information here, but the best one to start with would be “Lifetime Post Audience Targeting Unique Consumptions by Type – Link Clicks.” This will show the number of link clicks per post. Further analysis can then be done through Google Analytics to see which posts kept people on the site the longest.