facebook page add call to action button

How to Get the Most out of Your Facebook Page’s Call to Action Button

Facebook pages are one of the most important social assets for a business and Facebook understands its value. Hence, they have been working on enhancing the experience between fans and brands by bridging the gap between their fan page and their digital assets.

Facebook had announced a call to action button for Facebook pages on December 11, however, this feature was only rolled out in the U.S. market.

Since I manage and admin some businesses bred in UAE and GCC, I got a notification on February 16 to implement this feature. So I’m assuming this button has been rolled out as an option in UAE, probably available globally now.

What is it?

The Call to Action (CTA) button is designed to bring a business’ 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.

The seven calls to action currently available are:

1. Book Now
2. Contact Us
3. Use App
4. Play Game
5. Shop Now
6. Sign Up
7. Watch Video

Is this good, bad or should I just ignore?

If you are a page admin, I’m sure you must have noticed a decline in organic reach on your Facebook posts. To boost reach and increase fan base, brands and businesses invest in social ads and social apps to drive traffic to their social pages and engage with fans. Most brands also invest in Facebook stores to ensure a seamless experience for their audience. However, this was a very much disconnected approach as there was no solid link between the brand/business digital assets and most social apps are not accessible from mobile. Moreover, functions such as Sign up, Watch Video, Play game, Use App are hidden under the “more” tab unless re-positioned.

How does it benefit a business?

Brands can start implementing one of the CTA buttons to fulfill set objectives. Each call to action plays an important role and should be used wisely to ensure this does not hamper the user journey and is somehow connected with the communication of the social page.

For starters, I have defined the roles of the call to action buttons. However, the usage may vary based on campaign objectives.

• Book Now – Can be used by clinics, hotels, restaurants etc. to book appointments.
• Contact Us – Pretty straight forward, to share your business/brand contact details. Be sure to link this button directly to your website’s contact page.
• Use App – Incase you are a mobile app page or have a mobile app, to drive users to download your app.
• Play Game – This feature is a breakthrough for the gaming business, can possibly give users a chance to experience game demos or play the game online.
• Shop Now – This button can be used to drive fans to your ecommerce website. Doesn’t this sound like music some?
• Sign Up – Want to build a database of email subscribers? The best button to fit the role.
• Watch Video – To drive eye balls to the Brand/Business Corporate Video. I recommend uploading the video on Facebook and not YouTube.