Is the feature an olive branch to Facebook Page owners suffering from drop in organic post reach or will it actually be a useful feature?
Let us set it up and see the results.
A ‘Call to Action’ Tells People What to do Next
According to Facebook:
Call to action help drive people to take actions that are important to your business (ex: booking appointments at your salon). You can add a call-to-action to your Page at no cost.
Ok, but, what good is a call to action?
Two types of marketing communication exists. Marketing for branding and marketing for action.
Marketing for branding is the ‘remember me’ or ‘hi this is me and what I do’ type of marketing. Branding campaign sows the seeds of future harvest.
The purposes of branding is awareness — think television, radio, and shirt sponsorships advertisements.
The goal of awareness campaigns are to introduce your target audeince to your brand. The
hope desire is the more times people see your ads the greater change they will remember your brand at the time of purchase.
The other main type is direct response marketing.
The goal of direct response marketing is to get people to take action e.g. phone now, click here, read more, sign-up here, buy now.
On-line and digital marketing requires both branding and direct response marketing copy.
Facebook understands the distinction and has rolled out this feature to help business with their direct response marketing.
Facebook Page and a robust Facebook Ads strategy is one part of your overall marketing strategy and tactics.
The CTA Set up
You can only choose one button at a time. Decide on the action your want your fans to take. And choose the button providing that action.
For example, if you want more appointments then choose ‘Book’ Now’. If you want fans to buy from you eCommerce shop? Then use the ‘Shop Now’ button.
Access the buttons by from the drop down arrow and select the ‘Edit call to action‘ option.
A new window opens the ‘Edit Call-To-Action’ Button.
Facebook show how the button will look like on iPhones and Android phones.
This page allow you to a) choose between 12 different CTA buttons, b) enter the exact web page people will arrive on, and c) enter a Mobile website page instead of your website.
Part of the Learn More instructions states
“…we’ll automatically choose the best destination based on your specified web address, but you can edit these suggested destinations”
So yes please edit ‘destination’ where people arrive. Don’t let Facebook choose.
If you need help choosing the right web address then place a comment at the end of this post and I will help.
Nice touch – each of the buttons has its own icon, reinforcing the action.
Which is the Right Button?
Depends on your product or services and the action you want people to take.
- ‘Book Now’ — for service providers – restaurant, hair salon, auto repair garage, or a therapist
- ‘Call Now’ — Let people phone you – when using a mobile phone.
- ‘Contact Us’ — button is useful for all business
- ‘Send Message’ — send a private message via the page. Set up the ‘Instant Replies’ feature. (Instant Replies are customized responses sent to anyone who messages your Page).
- ‘Use App’ — is for software business looking to get install of usage of an application
- ‘Play Game’ — is well for gaming business
- ‘Shop Now’ — is geared for on-line retailers driving people to product page.
- ‘Sign up’ — A therapist, or agency or anyone who would like an opt-in to a form
- ‘Watch Video’ — get people to watch a video
- ‘Send Email’ — allows people to send email to you.
- ‘Learn More’ — direct people to your ‘About Us’ page or any other page you like.
Chosen Your Button
Choose Button, Enter Web Address
Press Next and the question “where do you want to send smartphone visitor” is asked. Choose website (will be the address you entered earlier) or a specific mobile specific location.
Facebook understand the world is not full of Apple iPhones so they offer Android options.
Press the Create “Call-to-Action” Button
You are then returned to your cover photo with the ‘Your CTA is Ready’
Clicking ‘Next’ Take you to the right hand column where Action are displayed.
There you have it. Installing a Sign-up Call-to-Action Button on a Facebook Cover Photo.
The Master Piece
Let me know how installing your Facebook Page Call-to-Action finished.