How to Increase Click-Throughs

For small businesses, the reasons for participating in social media, blogging, and email are more than just to provide information. They are about the click-through.

Of course, that will never happen if no one actually reads your posts, so content is important. The end game however, is to drive traffic, and that doesn’t happen if they do not click through the links to get to your business page.

How do you encourage click through? Some of it is common sense, some of it learned, but it is all important. Try these tips.

Reviews with Expansions
When posting, show reviews for your service or product with the ability to expand and see more. If customers are considering your product or service, they will notice the reviews and may want to read more. This will lead to the click through, and if the reviews are good, maybe even a sale.

Social Media
When posting on social media, just give a little taste, with the option to click through and see more. Don’t put it all out there. Wet their appetite enough to make them want to finish.
This is where content comes into play. They won’t care enough to click through if the content isn’t good enough in the beginning to make them want more.

Emotional Headlines
We are emotional beings, and emotional headlines that evoke strong feelings are compelling. In this sense, they compel you readers to click and see what else there is to see.
Depending on the nature of your business, this can be tricky. A good content writer can make it work however, so be certain to outsource if needed.

Create a Sense of Urgency
Adding time words, and even a timer, to your post can make a lot of difference. Phrases such as “act now” and “limited time” make it seem that if they are even considering clicking, now is the time to do it. Adding a timer component can work well too, depending on the circumstance.

Be careful however, as it can be a little on the obvious side if not handled well.
While the end game when it comes to content is to get a click through, the end game of the whole enchilada is to make a sale. Don’t get so focused on content and click though that you forget to push for the sale.

A call to action is generally the best way to do this. The point is to make the sale, but you can’t make it sound like that is the point. The “sub point” is the click through, and you cannot let on to that either. Play it cool Subtly use emotional words, leave them wanting more, and if you can throw in a sense of urgency without being too pushy, go for it.

Cara S. Trager

Cara S. Trager is a freelance writer. Her byline has appeared in many newspapers and magazines, including Newsday, Crain's New York Business and Money Magazine. She also creates marketing materials, white papers and web content for a wide range of corporations and non-profits.