Facebook for business
Most companies today have a Facebook page for their business. Pages has been a great tool for brands to engage with their fans. Facebook sought to enhance the experience between fans and brands by bridging the gap between their fan page and their digital assets.
Pages have long been an important destination for people on Facebook. The social network is well aware of this and has sought to build new ways for people to interact with businesses via pages. In 2014, Facebook announced the addition of call-to-action buttons to help pages drive business objectives.
Recently, Facebook began prompting page admins to create calls-to-action for their pages. When the Pages app is launched, page admins receive a blue bar under their cover images, with the text, “Create a call to action.” Clicking on that blue bar provides a list of calls-to-action that can be added to the page.
These calls-to-action are separated into three categories. The first category comprises those actions related to ‘get in touch’ such as call now, contact us, send message. ‘Buy products or services’ actions are book now, shop now, and sign up. Actions such as play game, use app, and watch video are under the ‘more options’ category.
Driving the traffic back to you
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.
While primarily used by advertisers, call-to-action buttons can be used by businesses to drive traffic back to your company’s website, have people sign up for your email list or call attention to a significant news release.
Currently, Facebook provides analytics and insights on pages. The overview provides the most important data about your page at a glance, including new page likes, post reach, and engagement for the last week.
However, there is a new section, “Actions on Page,” under the Facebook Insights Page that may give page owners a deeper understanding into just how active the call-to-action buttons are. It appears the tab hasn’t rolled out across all pages yet. Facebook itself hasn’t issued an official release on the new insights tab, therefore it may just be a test case for some users as of now. Be on the look-out in case you are one of the lucky few and expect to see more news of this in the coming months.