Make Your Content More Clickable
You’ve just finished creating what you believe to be the greatest company blog post you’ve ever written. It feels like you have achieved a sense of content marketing nirvana and now you’re ready to promote it through your social media channels. You tweet, post on Facebook, Instagram, whatever it may be. However, after a few hours go by, you’re wondering why there is no sudden spike in site traffic? You disseminated your message to masses and the masses aren’t clicking your links.
With social media, the reality is that your followers are constantly navigating an influx of new content from multiple sources every time they open an app on their smartphones. As they scroll through their feeds, their eyes will latch onto what appears interesting and entices them to dig deeper by clicking the link. That’s what you’re trying to do by sharing your own links, right? You want people to follow the link you share on your social media accounts and land on your website.
Creating clickable content is an ongoing process that requires a great deal of practice. Writing strategically and forming the right voice in this situation are two skills you will need to develop over time.
Here are some tips for presenting your links in a more clickable fashion:
Anticipate Your Audience’s Questions:
If you believe your content is answering a question that your target market is asking, bring that to their attention in your social posts. Instead of tweeting “New blog post is up – check it out!” try asking the questions they want answered. “Looking for the right solution to (insert problem here)? You might find it in our newest blog post.”
Create a Narrative:
People will always love a good story. Did your entrepreneurial CEO recently blog about his personal rags-to-riches story? Give your audience a very brief preview of the story. For example, instead of advertising the fact that your CEO told his life story in the form of a blog post, say something like “Learn more about how our CEO went from being homeless in his 20s to creating a successful restaurant empire in our latest blog post.” Clues to interesting points in a story will catch your followers’ attention and spark an interest in them to hear more of that story.
Accompany your links with some form of visual when applicable. Visuals break up the sea of text that your followers are scrolling through on a constant basis. If the image resonates with them or catches their attention, they may decide to click a link to learn more about what is going on in a particular image that you share along with it.
Some followers may already be willing to engage with your brand beyond social media and spend more time on your website. However, if you want them visiting targeted pages, they will not do that on their own. Direct your followers to visit the links that you want them clicking on. For example, if you want them to contact you a certain way if they have questions about a specific aspect of your business, tell them. Do you hate phone calls and prefer emails? Let them know. Instead of “contact us with any questions,” subtly tell them where and how to contact you. Try spinning it in a way that tells them where to go and what to do: “Do you have any questions regarding our (insert product or service here)? Fill out our contact form on our website: (link).”