{"id":9988,"date":"2024-05-07T12:21:27","date_gmt":"2024-05-07T16:21:27","guid":{"rendered":"https:\/\/snappa.com\/blog\/?p=9988"},"modified":"2024-08-13T17:25:53","modified_gmt":"2024-08-13T21:25:53","slug":"business-pages-links-on-facebook","status":"publish","type":"post","link":"https:\/\/snappa.com\/blog\/business-pages-links-on-facebook\/","title":{"rendered":"Sharing Links on Facebook: What Business Pages Need to Know"},"content":{"rendered":"

In the social media marketing work I do for clients, we run into a common challenge: Clients want to send traffic from Facebook to their websites. This is a fair goal; they want more eyes on their blog content, and more conversions happening (be it sales or leads), and what better audience to drive those actions from than warm social media followers?<\/p>\n

Unfortunately, Facebook is a lot different than when it launched business Pages years ago. And while Facebook can<\/em>\u00a0be a valid part of your distribution plan, it\u2019s really best suited for brand awareness, engagement, and relationship building.<\/p>\n

So, if you want to share external links on Facebook that take users from their site to yours, there are a few things to keep in mind.<\/p>\n

In this post, we\u2019ll get expert advice from a social media practitioner about the best ways to create click-worthy link posts (and a few other strategies to consider, too).<\/p>\n

Why Outbound Link Sharing on Facebook is So Difficult<\/h2>\n

If you\u2019ve noticed that Facebook posts without outbound links have higher engagement rates and impressions than posts with off-Facebook links, you\u2019re not alone.<\/p>\n

Facebook does typically deprioritize outbound links that take users off Facebook. What this means is that your post with outbound links are less likely to receive as many impressions as other types of posts.<\/p>\n

\"Facebook<\/figure>\n

 <\/p>\n

Jack Shepherd<\/a>\u2014Co-Founder of the social-first agency The Social Shepherd<\/a>\u2014 explained why this happens.<\/p>\n

\u201cIt\u2019s true\u2026 Facebook prioritizes posts from business pages with outbound links\u2026 Facebook\u2019s revenue model is to serve ads. So, if users are exiting the platform by clicking on an outbound link and then not returning to Facebook, they\u2019re losing out on the ability to deliver ads to users.\u201d<\/p>\n

Losing on-site user activity combined with the increased urgency for businesses to pay for clicks was a powerful motivator for Facebook.<\/p>\n

What This Means for On-Platform Marketing Strategies<\/h2>\n

Business Pages should ultimately prioritize creating engaging and valuable content that their audience wants to see. And, to ensure that they see it, it unfortunately means keeping outbound link sharing to a minimum.<\/p>\n

This doesn\u2019t mean to never<\/em>\u00a0share links\u2014 there\u2019s a time and place for that, and we\u2019re going to look at best practices for that in a minute.<\/p>\n

But it does mean that Facebook shouldn\u2019t be used primarily as a distribution channel.<\/p>\n

\u201cBusinesses should focus on delivering high-value content on their Facebook page, whether that is inspirational or educational, without outbound links,\u201d said Shepherd. \u201cBoth Facebook Pages and Groups should focus on community first and promotions second.\u201d<\/p>\n

Groups<\/a>\u00a0right now are particularly powerful, often being prioritized in the algorithm for existing group members. They also have high average engagement rates and a feeling of belonging to a true community. Some large, popular groups even have engagement rates over 100%.<\/a><\/p>\n

Why Pages Should Consider Paid Advertising<\/h2>\n

If you want to drive significant off-Facebook traffic, many brands do significantly benefit from using Meta\u2019s paid advertising platform.<\/p>\n

And we know\u2014 this isn\u2019t what you want to hear. Especially SMBs on a shoestring budget. That said, even a small daily spend in a paid ad budget can help your content reach more interested users in your target audience and actually drive clicks.<\/p>\n

Shepherd strongly recommends leveraging paid advertising to drive traffic to key landing pages.<\/p>\n

\u201cFacebook advertising is a must and the priority when it comes to driving traffic to their website,\u201d said Shepherd. \u201cThe benefits to this are that you can choose the most relevant target audiences to your brand, as well as select how the campaign optimizes, which improves the metrics you care about most, whether that\u2019s conversions, traffic or engagement.\u201d<\/p>\n

It\u2019s the most effective way to ensure that linked content is being seen, and Facebook\u2019s targeting system does a solid job of showing the ad to people most likely to take your desired conversion action (like submit a lead form or make a purchase).<\/p>\n

Best Practices for Sharing Organic Links<\/h2>\n

Outbound link sharing isn\u2019t going to be the iron-clad promotion strategy many of us would like, but that doesn\u2019t mean to never create posts that do have them.<\/p>\n

While most of your content should be community- and engagement-focused, creating value and brand relationships, you can also implement a few best practices to get better results when creating posts with outbound links.<\/p>\n

First:<\/strong>\u00a0Link placement can be important.<\/p>\n

\u201cPlace the link within the first sentence or two of the caption, ensuring it doesn\u2019t appear below the \u201csee more\u201d button,\u201d said Shepherd. A visible link may help drive clicks.<\/p>\n

Shepherd also recommends highlighting the value of the content and the link early. \u201cBusinesses need to give users a reason to click\u2026 What\u2019s the value for them?\u201d<\/p>\n

Creating valuable resources that customers actually want can be what drives them to click.<\/p>\n

A mortgage broker, for example, might get clicks on an outbound link to a loan calculator helping interested leads determine how much their monthly payment would be on their dream house. That\u2019s an immediate value offer for users, and a potentially lead-generating resource.<\/p>\n

\"Facebook<\/figure>\n

 <\/p>\n

Users would be more likely to click on the mortgage calculator, for example, than a link to a client testimonial raving about the experience with the mortgage firm. This may be content that the firm wants to show off, but it wouldn\u2019t offer immediate value to the users in question.<\/p>\n

Keep in mind this important tip: \u201cPeople use the platform to engage with their family, friends, creators and brands they like, rather than to find something which takes them off the platform.\u201d<\/p>\n

So if you\u2019re going to add a link, it needs to add value, and users need to see it clearly.<\/p>\n

Final Thoughts<\/h2>\n

We know this post may not be the most thrilling news for businesses and marketers who were excited to leverage Facebook to drive off-platform traffic. While you can strategically use posts to send users to your site, it\u2019s important to focus primarily on engagement creation, valuable content, and relationship building.<\/p>\n

When you do create outbound link content, test different strategies to see what your audience is most responsive to.<\/p>\n

Want to learn more about marketing tips for small businesses? <\/strong><\/em>Check out our blog for more<\/a><\/strong><\/em>! <\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

In the social media marketing work I do for clients, we run into a common challenge: Clients want to send traffic from Facebook to their websites. This is a fair goal; they want more eyes on their blog content, and more conversions happening (be it sales or leads), and what better audience to drive those […]<\/p>\n","protected":false},"author":8,"featured_media":9994,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-9988","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-uncategorized"},"yoast_head":"\nSharing Links on Facebook: What Business Pages Need to Know<\/title>\n<meta name=\"description\" content=\"Sharing external links on Facebook? 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