Earlier this month, Facebook announced a new feature — the call to action button— that will be available to business pages around the world next year. The feature is already in use in the United States, and some businesses have already seen success while using it.
While this feature isn’t yet available to businesses in the UK, it will be soon. You can keep this in mind as you plan next year’s social media marketing campaign and find ways your business can use Facebook to help you drive traffic to your site and accomplish all kinds of other goals.
What is the New Feature?
The call to action button will appear on a page’s cover image next to the existing “like” and “message” buttons. Businesses can link any page to the button, so when a user clicks on it he or she can be directed to a website, blog, sales page, landing page, app, game or virtually anything else.
As Facebook states in its announcement: “Designed to bring a business’s most important objective to the forefront of its Facebook presence, call-to-action buttons link to any destination on or off Facebook that aligns with a business’s goals.”
There will be seven call to action buttons available: “book now,” “contact us,” “use app,” “play game,” “shop now,” “sign up” and “watch video.” Each of these phrases is a very clearly stated call to action and can be used in a personalised social media marketing campaign.
Why Use a Call to Action Button?
As the official announcement mentions, the call to action button is an easy way to get your business’s call to action front and centre and encourage people to take action. It is easy for your business to set up and even easier for your followers to use. When someone visits your page, he can easily interact with your business right away with just one click.
Facebook’s announcement also highlights the success of Dollar Shave Club, a company that is already using the feature. According to the post, the business has seen a significant increase in the number of sign ups since using the button.
Your business could creatively use any one of these buttons to achieve things like more bookings or sales, increased site traffic and interaction, more video views and more sales leads. Of course, these are just a few of the things you could accomplish with this feature. You could integrate one of these calls to action to reach one of your business’s unique goals.
How Can I Get Started?
The call to action feature needs to be set up by your business page’s administrator. You will be able to choose one of the seven buttons available and configure the settings so that it links to any page, on or off Facebook, you want.
To get the most out of this feature, you will need to strategically plan how to use it. Think carefully about who you target on Facebook and what kinds of calls to action would be most appealing here. Then, experiment with different links and landing pages to find out what will help you be most successful.