New for Facebook Pages: Calls to Action
While on Facebook I visited a business page I manage and up popped an option to set up a call to action. I thought, hmm, let’s try this out. So I inserted an external link and chose Sign Up from the drop menu. Easy enough.
Officially from the Facebook Business blog regarding calls to action:
Pages are an important destination for people on Facebook, and we’re building new ways for people to interact with businesses through them. Today, we’re announcing a new call-to-action feature that will help Pages drive business objectives.
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.
Page admins can select from a group of call-to-action buttons and to add to the top of their Page. The seven calls to action available are:
- Book Now
- Contact Us
- Use App
- Play Game
- Shop Now
- Sign Up
- Watch Video
The BIG question I have is – Why? Why when 99% of Facebook users who “Like” a page never go back to the page itself but rather rely on the news feed for the page to deliver the content to them. The chance of that page content being seen by the “Likers” is anywhere between 5-11% of the time depending on previous interactions with the page and relevancy.
Because of the slim to none organic growth most marketers are stuck with creating Facebook ads and dark posts that will show in news feeds to attract interaction, engagement and likes.
I dug around a bit more on the Facebook News blog ( a very good resource by the way) and I came across an interesting tidbit back in November of 2014 (bold items are my own):
What many businesses may not realize is that Pages are an important destination for their current and potential customers. In October, for instance, nearly a billion people visited Facebook Pages. Of those visits, more than 750 million happened on mobile devices. Many businesses also use Pages as a customer service channel. Businesses should think about their Page as a cornerstone of their online identity, not simply as a publishing service. The businesses that are doing this well understand the discovery and communication that happens when people come to their Page.And it’s important to note that Facebook is increasing its investment in Pages. Given the substantial traffic to Pages, we are exploring ways to build more features into Pages. A lot of this is in response to how we’re seeing people interact with business Pages. Some of these interactions include messaging to communicate with a business directly or browsing video and photo content. We’re also exploring ways to better customize Pages based on the industry a business is in.
