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Missing The LinkSo, you’ve written an engaging social media post about a new product that your company is launching in hopes to gain some exposure and create a buzz. You’ve done your homework, got the wording just right and have found the perfect time to reach your target audience. That time is now, so you’re all set to hit ‘Post’, right? WAIT!!! You didn’t include a link to the product’s page on your site!

It seems like a no-brainer, but I can’t tell you how many times I’ve had to explain to clients the importance and benefits of linking to the content on their website when posting via Social Media. Sure, the reader could perform a search to find your website, or maybe they already know how to find your website, but do you really want to take the chance of them losing interest, or going to the wrong page, while trying to track your site down?

It’s better to be safe, than sorry, so make it as easy as possible for your followers to access the information you are promoting, which will result in valuable visits to your site. Providing a link to your site’s content will not only garner visits for your website, and provide readers with a resource for additional information, but it will also create an “Inbound Link” to your site.

Inbound links are links to your website from external sources, and they play an integral role in the ranking of your website in search engine results. The value of inbound links, with regards to quantity and quality, is a whole different conversation, so for this discussion, just know that as long as the content you’re posting is relevant, unique and not “SPAMMY”, having this link to your website can only help build your website’s credibility and authority.

Additionally, with this post showing up in the feeds of your followers, your link has the potential spread further as your followers share within their respective networks. Social media posting is a science, of sorts, with many different aspects that make up a successful campaign.

Linking your web address in these posts is an important piece of the formula that is often overlooked, but is essential to keeping readers engaged and continuing the “dialogue”, so to speak.  Linking to specific areas of your site provides your site with valuable inbound links and allows you to take charge of the next step, driving the reader to exactly where you want them to go, which can result in an increase in quality traffic to your site.

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