#1: Use teaser content

When you post an article, you provide your fans with a clear picture of the content being shared. The post will contain a headline, photo and intro text. But in this case, I am suggesting you provide only a teaser to pique the user’s interest. Some might find this a bit sneaky, and it’s not something you want to do all the time, but it can be an effective way to entice a click.

Chilis

Chili’s does a good job of this on their page. As you can see in the example below, they have posed a question that is likely to generate interest and they have included a short URL so it’s not immediately clear where the link will take you.

#2: Share articles or blog posts

If your company produces content that is hosted on your own website, be sure to post it to your wall. This is great to get someone to click “read more” and go to your website.

Even if there is a high level of overlap between visitors to your website and your Facebook page, don’t assume that people are seeing every new piece of content on your website. Promoting articles and blog posts is an effective strategy because the content will be consumed on your site but can gain additional visibility through sharing, commenting and Liking on Facebook.

Media companies are major practitioners of this because they have produced a wealth of content, but you don’t have to be The New York Times to take advantage of this strategy.

#3 Use Facebook tabs

There are many different ways to use tabs for the dual purposes of engaging fans in the Facebook channel and providing relevant links back to your website. A good example of this is Toyota. When users first land on their page, they’re encouraged to Like the brand but can also easily click to the Honda site for more information about any of their vehicles.

Toyota

As you create tabs for your page, think about how you can offer users utility on Facebook but without hosting all of your content on your Facebook page, especially when the content already exists on your website. Where appropriate, include links that drive users back to your site

Remember that you can set any tab as the default landing tab for people who have not previously Liked your page. This way you can shape their initial interaction on your page to support your objectives both on and off of Facebook.

By Mike Pisciotta

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