The New Year has already brought with it major changes as far as Facebook and social media marketing are concerned. Some changes, like the social network’s new algorithm to crackdown on overly promotional content, could become a hindrance to small business owners using Facebook Business Pages. Others, however, are providing brilliant new ways of attracting and, more importantly, securing new customers.
Facebook recently announced the addition of CTA, or call to action, buttons to its Business Pages, making it easier than ever to bridge the gap between social media efforts and other marketing channels.
Businesses are seeing an undeniable trend in the way people research the goods and products they’re interested in purchasing: an ever-increasing number of individuals turning to Facebook Business Pages as a first point of contact with organizations large and small, as opposed to company websites.
The question in this is how are small business owners converting on all this social media traffic into
customers? If you’re using your business’ Facebook presence to continuously engage with your customer base, you’re on the right track. But you could be missing out on a bigger piece of the pie by not providing your audience with strategic prompts to move them on to the next phase of the sales cycle.
That’s where Facebook’s new CTA buttons can help. The seven CTA prompts that will soon be rolling out to Facebook Business Pages include:
- Book Now – Ideal for businesses that require appointments to be made, like hair salons, hotels, or spas.
- Contact Us – This general CTA is appropriate for any business, large or small.
- Watch Video – Videos are a great way to establish thought leadership, such as a personal trainer doing short workout videos or bakery showing off easy recipes. This CTA is a good way to drive traffic to and promote video content.
- Use App – Say your small business has an app for rewards or discounts, menus and happy hours specials, or even just to provide more information on the company; users are far more likely to download an app if they can skip the search and be taken directly to the download through your Facebook page.
- Shop Now – Ideal for online retailers, this CTA gives users a smooth transition from a Facebook page to an ecommerce site or online storefront.
- Play Game – As with app downloads, this CTA is perfect for gaming companies looking to skip the middleman and take users directly to the game download without having to search for it.
- Sign Up – Facebook’s beta tester, Dollar Shave Club, saw a boost in its customer acquisition efforts by using this CTA to drive people to subscribe to a newsletter or email list.
Once the new CTAs have been made available, it’s important for business owners to utilize them properly, and in a way that furthers overall marketing strategies. To get the most out of the new feature, keep the following top of mind:
Alignment. It’s crucial to customize all calls-to-action so that they align with specific business objectives and ultimately further marketing goals.
Harness the power of the CTA. Don’t let the opportunity to use a CTA pass you by. The buttons will be highly visible – front and center of Business Pages – and according to Facebook, they have been proven to increase conversion rates by as much as 2.5 times. Take advantage of these results!
Be mobile ready. Your call-to-action destinations should be mobile friendly. CTAs will appear on both desktop and mobile versions, so it’s important to make sure that you’re pushing users to an experience that is optimized for all devices.
Start simple. If you’re still unsure about which CTA best suits your business and its marketing goals, you should still, at minimum, set up a ‘Contact Us’ CTA to help visitors get in touch with you. If you don’t already have a ready-to-use contact form, there are several different tools available to create one.
Facebook’s new CTA feature provides a great way for small business owners to close the loop in a digital marketing strategy. Find a CTA that fits the needs of your business and start pushing customers to get better acquainted with your brand and move from one phase of the buying process to the next.
Alfredo is the general manager of Pagemodo, part of the Webs suite of products. He leads day-to-day operations, product development, and technology strategy for Pagemodo, a popular social marketing suite for small businesses. Prior to Webs, Alfredo was head of product development at InQuent Technologies, a Toronto-based wholesale web and email hosting platform that was acquired by Network Solutions in 2005. During his tenure at Network Solutions, Alfredo launched the company’s hosting platform, eventually scaling it from a new product into Network Solution’s second largest product line. Alfredo was also responsible for leading Network Solutions’ websites, email, and mobile products. Alfredo holds an MBA in finance and entrepreneurship from the University of Pennsylvania’s Wharton School of Business and a master’s degree in information systems from the Harvard University Extension School. Alfredo completed his undergraduate studies at the University of Toronto where he earned a bachelor’s degree in computer science. A Peruvian native by way of Canada, Alfredo now lives in Washington D.C.
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