In the last post in our two part series, “Changes to Your Facebook Business Page” we discussed how properly leveraging the new changes to Facebook’s video could impact your business in a big way.
This week, we are turning our attention to another feature that is gradually being introduced to Pages, call-to-action buttons.
Facebook recently announced that in a slow roll out beginning last month, businesses could expect to see a new feature added to the banner portion of their Pages. This update, a series of call-to-action buttons, will allow businesses to utilize a handful of pre-selected phrases that will link visitors to any destination either on or off Facebook.
Understanding the Buttons
Much like the call-to-action buttons Facebook implemented for ads and organic posts last year, this latest iteration presents big opportunities for brands to drive traffic to their official website, an email sign-up form and more.
The buttons (seven in total) are varied enough to be attractive to businesses across a number of industries:
Book Now
Contact Us
Use App
Play Game
Shop Now
Sign Up
Watch Video
Creating Your Call-To-Action Button
Creating the button takes only a few moments. To implement this feature on your Page, navigate to your cover photo and locate the “Create Call-to-Action” button.
Clicking on this will allow you to choose from one of the seven buttons mentioned above. Once you select a button, Facebook will automatically choose the best location on your site to link users to, however, this is just a suggestion and can be manually edited if needed.
From here simply select “create” to see your new Call-to-Action button populate your Page. For additional information you can check out Facebook’s trouble-shooting guide on the topic right here.
Reaping the Rewards
In an early test of this feature the Dollar Shave Club, an online retailer that sends shaving supplies by mail, saw great results during a three week test of the buttons. Brian Kim, the company’s director of acquisition went on to say,
“The Sign Up call-to-action button delivered a 2.5X higher conversation rate versus other comparable social placements aimed to drive new user acquisition,”
If your business page already has this new feature added, take a moment to strategize which call-to-action button will best align itself to your brand. Don’t be afraid to experiment with a few different buttons either. Facebook’s “insights” tab has also been updated to give you all of the important metrics on how users are interacting with your buttons. Tracking click-through rates to your selected page is easy and fast.
Supplementing Your Call-To-Action Buttons
Once you have selected your call-to-action button consider some of the following tips to enjoy the most engagement with this new feature:
- Keep your audience engaged by giving your cover photo a refresh once every month or two
- Use your cover photo to capitalize on your latest marketing initiatives by highlighting them in visually creative ways
- Don’t forget to add a description to your cover photo along with a applicable link
Remember, there is a fine line between creativity and being over-promotional. Your cover photo is often the first thing that draws a user’s attention when they land on your page, set the right tone from the beginning.
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