How Can Brands Leverage Facebook’s New Call-To-Action Buttons?

Facebook announced a major update for the marketers – Call-To-Action (CTA) buttons for the business pages on Facebook. This feature was in beta testing phase since quite a long time and Facebook has slowly started rolling out this to page owners.

Luckily, I managed to get access to this important feature for one of the many pages that I manage.

Out of the many customised features enabled for business pages on Facebook recently, this has been the biggest gift from Facebook in 2015. This feature is a boon for all the page admins as they get to choose the destinations where the fans will be directed to once they click on this CTA button. Not this, the page admins can select any 1 out of the 7 CTAs offered by Facebook for their page which is most suitable for their business offerings. The CTA button will appear at the bottom of the cover photo and can be linked to the destinations both on and off the Facebook platform.

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Here’s a quick summary of the 7 CTAs:

1. Book Now

On selecting this option, you get a Book Now button on the page with a calendar icon. On clicking this button, you will be directed to the website where you can make the bookings.

This button can be used for brands in the service industry where bookings have to be made. Example – Brands in the hospitality sector.

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2. Contact Us

On selecting this option, you get a Contact Us button on the page with a mail icon. On clicking this button, you will be directed to the website. You can have a Contact Us form or Request a Call form here.

This button can be used by any brand who would like to solicit inquiries for their offerings via Facebook.

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3. Use App

On selecting this option, you get a Use App button on the page. On clicking this button, you will be directed to the website. You can have a microsite app or download app link here.

This button can be used to promote an application for downloads or promote an application hosted on a microsite for fans to use it.

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4. Play Game

On selecting this option, you get a Play Game button on the page with a controller icon. On clicking this button, you will be directed to a webpage where you can host a game. This button can be used for pages where you develop a game and host it on a microsite.

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5. Shop Now

On selecting this option, you get a Shop Now button on the page with a cart icon. On clicking this button, you will be directed to a webpage or an app page where you can redirect fans to shop online.

This button can be used for e-commerce brands & this will also help in tracking sales generated through Facebook page & effectively determine the ROI via Facebook.

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6. Sign Up

On selecting this option, you get a Sign Up button on the page with a pencil icon. On clicking this button, you will be directed to a webpage where you can enter your details and sign up for a newsletter or a service.

This button can be used for brand pages that offer services / newsletter / registrations.

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7. Watch Video

On selecting this option, you get a Watch Video button with a video camera icon. On clicking this button, you will be directed to a page where you can view the video, so this can be a website URL or a YouTube URL.

This button can be used by any brand to promote their latest video commercial or promote the brand’s YouTube channel.

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Few things to keep in mind while opting for this new feature:

  • Do contemplate creating an action-specific landing page to drive fans, with easy & simple user conversion by aligning it with your business objectives. It could be as simple as collecting leads through a sign-up button for a particular service or as grand as designing a new microsite for a particular brand campaign.
  • Keep posting content on your business page & remind your fans about this new feature that has been enabled on the page.
  • Remember to insert mobile site URL’s for Mobile Users, given the fact that these CTAs will even show up on mobile devices.

So Page Admins, drop in your comments below on how effectively you plan to use this feature for your brands.

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