Engage Visitors With The New Facebook Call-to-Action Button
Another small dream of social media marketeers has come true. Facebook went to meet brands and launched a new feature - the ability to add a call-to-action button to ads and posts.Users are known to engage with a brand much more actively when prompted to take specific actions. So the ability to add calls to action within Facebook posts and ads has been a long time coming. The following types of CTA buttons have become available to brands:
- Shop now;
- Book Now;
- Contact us;
- Use app;
- Play a game;
- Sign up;
- Watch the video;
This feature is available both in the browser version of Facebook and on mobile devices. Thanks to this button, you can direct users to the resource you want on Facebook or a website. This is very important. Just imagine that, for example, you are launching some kind of advertising campaign (on Facebook or on a website), and you have such buttons at hand. And it's free. Facebook tested the new button in conjunction with the Dollar Shave Club page and the results were very inspiring: within 3 weeks, conversions on the site increased 2.5 times. That is, it turns out that such a button is several times more effective than other calls to action in social. networks.
In a nutshell, each page will have a free opportunity to draw the attention of page visitors to the most important and strategic at the moment. The key to success is the strategy and those who deliberately engage in promotion in social networks will get maximum results. Social networks should be fully integrated into the company's strategy, and not be “outsourced”, which, unfortunately, is the fault of many companies.
How to create a call to action on your Facebook page?
As soon as a new feature is activated for you, the button "Create a call to action" will appear on your page cover. When you click on the button, a window will open where you can select the type of button and specify the link where the user will be directed when clicking on it.
Facebook has been focusing on improving social media use on mobile devices. Users increasingly prefer to view social media from phones and tablets, so we have to take this trend seriously and make sure that our content is 100% optimized for viewing from phones, iPads, etc. For this reason, Facebook suggests introducing two links: one to a regular a website and a second to a mobile website. If you do not have a separate website for mobile users, then make sure that your site has a responsive web design, that means, it adapts to the size of the device from which the visitor is viewing your content. This is veryimportant!
Don't forget to create a dedicated link to track conversions. Your best way is to use Google URL Builder, but you can create a short link bit.ly to at least know how many clicks you got on the button.
Next, you can choose where Facebook will redirect users who click on a call to action from a particular mobile device. In the early stages, you can choose different directions for iOS and Android devices.If you select a website, then the person will be taken to the page that you specified in the previous step. If you have a separate application for iOS and Android devices, then you can select the application in this paragraph.
This is great news for mobile app developers. Now you can send users directly to the platform you want. Deep segmentation and targeting take it to the next level. Again, those who manage to join the trend will gain the cream, and those who hesitate will waste their efforts ineffectively. The future of social media marketing is planning, strategy, integration. A holistic approach and an absolute understanding of the needs and interests of the target audience are the keys to success in the next few years.
Facebook provides the ability to track the number of clicks on the call to action button. Click statistics for the last 7 days can be seen in the statistics column on the right side of the cover. These are very basic statistics and are of little interest. For deep tracking of conversions, it is better to use utm tags, for their subsequent analysis in Google Analytics. Create a special tracked link and insert it into the website column. Clicks on the button, as such, are of little interest to us, but the percentage of conversions that clicked on the button is a completely different topic.
The main target for you should be new visitors, not fans of the page. In fact, users do not visit the pages themselves as often, but rather interact with posts in the news feeds. Nevertheless, this opportunity cannot be ignored, since this is free advertising, after all. The Facebook cover will now become even more meaningful, as you can visually reflect what you are offering at the moment. It can be an advertisement for a webinar, some kind of offer, new collection or discounts, new mobile application, competition, etc.