Make it a general rule of thumb to include your website for content in which it is only the logical next step for that user to go to your website. This could be for any promotional content related to your product or service, as well as a general industry-related post. For example, if you sell health vitamins, it would make sense to include your website link for Facebook posts involving anything related to fitness and health or your actual product. You can also include your website link in opportunity-driven posts. 

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