10 ⁄ 02 2016
Using a proven “headline formula” to increase visibility and engagement
We all want more web traffic and a loyal, engaged audience, but the secret to achieving these outcomes is often elusive or costly. To generate a strong ROI, increase visibility, and create a stronger digital footprint, many companies are diverting a greater portion of their marketing dollars to social with a high degree of success.
By analyzing engagement and click-throughs on our clients’ accounts, we have found that certain types of social media posts earn more engagement and interaction than others. Trial and error has taught us to refine our content development techniques and the results have been significant and immediate.
Here is an overview of how you can create social media posts that grab your target client’s attention and compel them to click for more:
Use More Action Words
Posts filled with adverbs and verbs perform better than tweets with more nouns and adjectives.
“Use action words to generate more clicks and promote engagement quickly: Here’s how: www.link.com”
typically will get a higher click-through rate than
“Content ideas for more engagement: www.link.com.”
Post More Links
We have seen this time and time again: Accounts that post more links. generate more clicks. To drive more traffic to your website, make sure 60 to 80 percent of your posts include links. Note: More than 80 percent may look spammy to your followers.
Providing tips and inspiration goes a long way, but following up with a link to earn more completes the cycle. When you are linking back to a company blog or website, you are converting social media followers to website visitors, guiding them gently along the path to becoming customers. And each time your post is shared, you are increasing your click-through numbers exponentially.
Complete Your Profile
While writing a complete profile for each social media platform may seem like an obvious tactic, many companies fail miserably in presenting brand-appropriate introductions. Use consistent wording, logos, and banners for each social media platform. Be sure to include a link to your company’s home page, and try to use each section in the profile fully.
Companies that complete their profiles completely and properly typically will generate more followers and more engagement than those that do not. When a visitor happens upon your profile, their immediate impression will play a large role in determining whether or not to click the follow button. Weak, non-existent, or off-brand profiles will cost will impede your community-building efforts.
We are all accustomed to classic headline formulas used by news organizations to motivate us to keep tuned in while enduring commercial breaks. They have been around since the beginning of broadcast television and have carried over to online media because they are effective.
Change: “Investment tips by professional advisors: www.link.com”
“How to reduce your financial risk by 20% in just 3 minutes. This & other critical investment tips here: www.link.com”
Be sure to include the value the reader will receive by clicking the link, rather than just the information itself. Reading about a few investment tips is marginally interesting; but the possibility of reducing my financial risk by 20% is compelling. And the fact that I can do it in just three minutes appeals to my need for simplicity and immediate gratification.
Words matter. More engagement and clicks strengthen your pipeline with qualified prospects. Greater website traffic translates to higher ROI and accelerated growth. Don’t let a simple tweak of your social media posts stop you from getting the results you want.