LIGHTS. CAMERA. ACTION!
Over the last couple of years Facebook has put a lot of effort into the development of its proposition to the commercial sector. We have seen enhanced functionality and evolving Business and Brand pages, constant advancement in the sophistication of Facebook ads and seismic shifts in the organic reach algorithms. it doesn’t look like these changes are stopping any time soon – if anything we should take them as an indication that that more radical transformations may be around the corner.
So here we are in February 2015, and Facebook has finally launched its much talked about new “Call To Action” (“CTA”) buttons for Business pages, which they claim will significantly help drive business objectives and ROI from content marketing and paid social campaigns.
The CTA button is situated on the top of your Business page, on your cover photo to the left of the Like button:
Depending on the nature of your Business and the current goal your business needs to achieve, there are 7 different types of Call-to-Action button that are available:
- Book now
- Contact Us
- Use App
- Play Game
- Shop Now
- Sign Up
- Watch Video
These names are all pretty descriptive and easy to understand. As a business it should prompt you to think about your engagement with your customers on your Facebook page. What is it you are trying to achieve? What critical next step do you want your customer to take?
E-commerce companies will probably stick to “Shop Now”, personal service businesses will give their clients the option to schedule appointments or make reservations with “Book Now”, while the “Contact Us” button will be companies with a more complex proposition or a highly bespoke product or service.
When running a campaign with Facebook Call-to-Action buttons, don’t worry too much about the risk of overlapping your goals. As your marketing efforts and focus develops you may need to change your Call-to-Action, or delete the button altogether. No problem, simply hover over it and select the relevant action. Your targets are changing, new content or products are arriving, a new event may be coming up or your audience has fatigue over your current proposition.
Whatever your motivations, a simple click “Delete”, click “Create” – and your new campaign can be ready to go live in less than a minute!
Facebook says these CTA buttons are going to be a real game-changer, but right now the jury is still out. Facebook itself gives an example of the @Dollar Shave Club’s Facebook page. They say these guys were among the first to get a beta version of the CTA button and their “Sign Up” button delivered a 2.5x higher conversion rate compared to other social placements with the same goal.
Social Media Managers are probably smiling like Cheshire cats and rubbing their hands together right now, anticipating a miraculous growth in engagement among their armies of devoted fans and followers. But is it too good to be true? Is Facebook gives us something absolutely for free, after commoditizing the platform for such a long time?
Or maybe they are just drip feeding us the good stuff now like Walter White, getting us so hooked we can’t give up when they start charging top dollar for it later? Only time will tell…