How to Increase Engagement on Your Facebook Business Page and Drive More Traffic to Your Website – It All Starts With Chumming The Waters

If you run an online business, then you have probably asked yourself how you can create more engagement on your Facebook Business Page, and other social media outlets, to get more visitors to your website so that you can turn them into customers. Running an effective social media campaign is not just a matter placing random links all over the social media eco-system in the hope of getting people to click on those links and land on your website.

There is actually a science to increasing your social media referral traffic and it starts with chumming the waters. This is illustrated by the attached “Fishing on Facebook” infographic, courtesy of Post Planner’s Josh Parkinson.

Click the image to download the Infographic

1. Engaging Posts (Chum)

According to Josh’s simple infographic, Facebook is like a sea in which you are fishing for prospects for your business and your Facebook Business Page is your boat. As the business owner, you need to be posting engaging content on your Facebook page in order to get those fans clicking. And every time a fan clicks on one of your posts – whether those clicks are in the form of Likes, comments, photo views or shares, then that fan is sending a signal to Facebook that they are interested in your content and Facebook will show them more of it.

In the fishing analogy, posting engaging content is like chumming the waters.

Engaging posts come in the form of:

  1. Text updates (questions, fill-in-the-blanks, etc.)
  2. Photos (Memes, caption contests, etc.)
  3. Third party links.

And clicks come in many forms, including:

  • Likes
  • Comments
  • Shares
  • Photo views
  • Link clicks
  • Video plays

The more clicks you get on your content, the more signals Facebook will receive that people like your content and Facebook will show them more of it ahead of someone else’s.

2. Links to Your Website (Baited Hooks)

As a savvy businessman, what you then want to do is drop baited hooks in the same waters. These are posts that contain plenty of links to your website.

Links to your website will include:

  • Blog posts (like this one)
  • Infographics (like this one)
  • ebooks
  • Promotional videos
  • Capture pages

Links to your blog posts are probably the best ones to share because they appear less salesy and offer more value. Moreover, because blog post live on your website, you have more control as to what kind of call to action (CTA) your visitors will see when they land on your site. The whole point of writing blog posts and sharing them on social media and other outlets is to get people to visit your website so that you can get them into your sales funnel and turn them into customers.



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