Facebook is a great way to improve your website traffic. Facebook drives more website traffic than any other social platform, including Pinterest, Twitter, Reddit, YouTube, and LinkedIn.
More traffic to your cannabis website doesn’t just mean more opportunities to convert visitors into returning customers. More traffic also helps boost your website’s ranking in search engines, which improves your online discoverability when people search for dispensaries near them. At the same time, increased discoverability in search engines leads people to check out your Facebook page, which supports an outwardly expanding cycle for business growth.
Your Facebook page gives people the opportunity to get to know you a bit better and figure out whether they like you as people. While some may feel an immediate connection and decide to come shop with you then and there, most people will feel compelled to learn more about you before deciding to visit your dispensary. Your Facebook page effectively opens the front door of your dispensary to allow people a chance to peek inside, see what’s there and meet your staff.
The trick is to make it easy for people to take that peek inside your dispensary. Here are seven tips to help you prop the door open:
1. Optimize your Facebook page for website clicks
People can’t click through to your website if they can’t find the link. So, put it everywhere that makes sense. Consider adding a call-to-action (CTA) button to your profile. As a handy little feature that appears at the top of your Facebook page next to the Like button, the CTA can be linked to your website. Facebook CTA buttons can also help customers reach you through Messenger, email, or phone, or even book an appointment with you.
2. Consistently post fresh blog content on your website
Posting links to funny cannabis memes or someone else’s educational cannabis articles is a great way to engage and entertain followers. Yet posting links to someone else’s website obviously drives traffic to their website and not yours.
By consistently writing and posting fresh blog content on your website and posting links to that content in Facebook posts, you steadily provide your followers with something fresh and interesting, which keeps them coming back for more. Moreover, Google favors websites that frequently post new content, meaning that fresh content helps improve your website’s ranking in search engines.
3. Optimize your content for sharing
Once you post a new blog, make it simple for people to share that content with others on Facebook. Including social sharing buttons provides one-step simplicity for people to share your content to their own timeline for friends to see (and hopefully click).
4. Use big images AND VIDEO!
Posts with photos get more engagement (including Likes, comments, shares, and clicks) than posts with text alone. Optimal dimensions for images that look good on Facebook is 1200 X 628 pixels. For crisper, cleaner-looking images on Facebook, you can double the pixel dimensions but keep the ratio for an image that’s 150 DPI (dots per inch). Facebook will compress the image for display but nothing will be lost and your image will look crisper. Don’t forget the power of video. Short videos of products and people are even more engaging than pics!
5. Craft compelling text
The text you include with your link could win—or lose—the click. You want to describe the content in enough detail to give readers a reason to leave Facebook and click through to your website without sounding spammy. Some best practices:
- Remember that people hate clickbait. They may click through to your content, but if they quickly leave your website (or “bounce from your site), that’s bad for both your Facebook reach and your website’s search ranking.
- Avoid writing in all-caps (which is the equivalent of shouting). The odd use of all-caps is fine where warranted but having all-caps text in every teaser post is a turnoff and may cost you followers.
- Use a friendly, conversational tone, and don’t be afraid to use humor. Write your Facebook posts the way you’d chat with people at a social gathering. After all, Facebook is a social channel.
- Write blog titles that compel people to click through from Facebook. The blog title shows up in the link preview, meaning it becomes part of your post. So, an irresistible title goes a long way to getting the click.
6. Turn Likers Into Followers
Just because someone Likes your posts doesn’t mean they’re following your page, which means they may miss posts, and you may miss traffic-building opportunities in the process. To remedy this, simply ask people to follow your page. If they like your posts, there’s little reason why they wouldn’t enjoy an invitation to follow your page. Here’s how to find the information you need:
- Go to the bottom of any post.
- Hover over where the reactions to a post are listed and you’ll see a pop-up list of names of everyone who’s reacted to a post.
- Click on the names and you’ll see a list of everyone who’s reacted to a post.
- Anyone who doesn’t already follow your page will have an Invite button next to their name.
- Click on any invite button to invite a person to follow your page.
7. Keep Your Website Updated
Driving more traffic from Facebook to your website is all well and good, but what they discover when they arrive can make all the difference in turning a visitor into a returning patient. Websites that JUST seem to be selling a product can drive a visitor away, never to return. Attractive, modern-looking websites with cannabis advocacy and education will compel visitors to remain on your website and explore further, which increases your chances of new business.
Good Luck – The Green Cloud Team