Your home page is responsible for capturing and directing a general inbound audience, but your internal pages are where you keep the details about your company, your products and services, and what makes you unique among the competition. Learning to promote these interior pages on social media can give you a more directed traffic flow and therefore, a higher conversion rate.
But if you do this incorrectly or inappropriately, you risk coming off as self-promotional and ending up compromising your brand reputation rather than building it.
How to Decide Which Pages Are Worth Promoting
Your first step is to choose which internal pages would be best to promote. For our purposes, we’re going to exclude blogs, articles, and other forms of content, and focus exclusively on stand-alone pages on your site.These are pages that explain who you are or what you do, or they offer specific products and services that your visitors can buy. These are valuable pages because they instantly get users closer to that final step of conversion.
Your target pages should be informational and as specific as possible. The more you look like you’re selling, the less likely your users will click. Offering up valuable information on a niche topic shows that you’re trying to add value for your users.
It also narrows your target audience so you maximize your chances of being relevant. Think of it as laser precision as opposed to a shotgun blast.
For an example, take CST’s interactive bike tire chart. It’s an informational internal page that gets people closer to conversion by helping them along in a process they were going through anyway.
Another solid example is Rosenfeld Injury Lawyers’ page on nursing home abuse, which details warning signs and actions to take in such a dangerous situation.
How to Get the Greatest Number of Visitors
Once you’ve selected the pages you want to emphasize most, all that’s left to do is funnel as much traffic to those pages as possible.- Post pages sparingly. Don’t spam links to your internal pages, or people will decide you are advertising. Instead, intersperse them with your other valuable content. Bury them among your other offers and materials. No more than 20 percent of your social media posts should be sales-oriented.
- Use pages as responses. Instead of merely publishing your pages on social media, use the links as responses to user inquiries and existing conversations. It makes your content seem more natural, and the people you post it to will be highly attuned to the content of your page of information.
- Explain your purpose. Don’t just post the link, or the title of the page. Explain why you’re posting it. Encourage your users to take action and get value out of your material. If you don’t tell them what use it could be to them, many of them aren’t going to be sufficiently intrigued to visit.
- Capitalize on events. Be timely in posting your internal page content, especially if it’s seasonal. You could celebrate holidays if your pages are relevant to them, or take advantage of a news item or recent events to promote your page.
- Inject some personality into your posts. If you exhibit your true personality when posting something self-promotional, most people will gladly accept it. Most of the problems with self-promotion arise when people believe you’re being insincere or manipulative and pushy. Instead, be yourself, and people will respond to that.
infographic courtesy of: ExpressWriters.
The Bottom Line
Promoting your internal pages on social media is an effective way to earn targeted, relevant traffic to your site and develop a higher chance of earning conversions, so long as you do so effectively. Publishing your links constantly will only make your users tired and suspicious of you.Instead, post sparingly, post when relevant to your followers’ conversations, and only highlight the pages that are most informative and relevant to your target audience.
Top image credit: bigstockphoto.com
