Facebook is constantly rolling out improvements to the site, which many of the public find frustrating. However a recent Facebook change is good news for small business: the call-to-action button.
This has given page owners the ability to include a CTA on their Facebook page and thereby get some traction going.
There are currently seven available CTA buttons to choose from:
- Book Now
- Contact Us
- Use App
- Play Game
- Shop Now
- Sign Up
- Watch Video
How to Create Call-to-Action on Facebook
To get started you simply click the “Create Call-to-Action” button which is situated directly under your cover picture. Choose which type of CTA you want to include from the drop-down menu and then add the URL you’d like to direct visitors too.
Facebook allows you to include two URLs: one for laptop users and one mobile URL for iPhone/Android users, and you can view how many times your CTA has been clicked by viewing your “This Week” stats in the information panel on the right hand side of your page.
How To Decide Which CTA to Choose?
This depends on your business goals. If you are a new business you would be advised to opt for the ‘Sign up’ offer as this invites prospective customers to enter into an ongoing relationship with you. Once you have their details you can market to them later.
Most good ecommerce business efforts start with establishing a mailing list. For more established businesses you will probably be looking to generate leads and might opt for ‘Book Now’ or ‘Contact Us’ or even ‘Shop Now’.
‘Book Now’ is a popular choice for travel and real estate firms, while ‘Shop Now’ is common among clothing, electronics and hobby retailers. ‘Use App” or ‘Play Game’ tend to be most advantageous to technology, games-based or social ventures.
Don’t forget to play around with CTAs to see which one has the best effect. And as your business grows and you develop new products and offers you may elect to change your CTA for a fixed time and fixed purpose.
Once you have directed your audience to take action, make it easy for them to do so. Don’t lead them through several hoops in order to take the action requested.
If you want them to ‘Sign Up’ to your email newsletter, link directly to your opt-in page. Don’t make them scroll through heaps of pages or information to find it, or take a survey first.
Every extra page in the process will result in drop offs and abandonments.