Well, that was nice! Facebook may have lessened online marketers’ organic reach by changing their algorithm, but they’ve given us a nice little treat to make up for it, by enabling the addition of call-to-action buttons to ads and organic posts.
Any salesperson who’s been around for even a little while knows the old sayings – “Ask for the sale,” and “Always Be Closing.” In the realm of online marketing, being salesy according to old sales standards isn’t productive – but some of the same principles still do apply. The fact remains that if you ask someone to do something, they are much more likely to do it.
Just as asking for the sale prompts a customer to take action, asking them to “click here” or “sign up” prompts them to do just that. That’s why blogs and social media posts and landing pages the world over have calls to action strategically worked into their copy. And that’s also why those little call-to-action buttons are so effective at driving conversions.
For Facebook to add this option for marketers is huge. Just think of the possibilities! It’s just as useful for B2B Facebook marketing as it is for B2C Facebook marketing – and even for nonprofit Facebook marketing! Let’s take a closer look.
How It Works
There are five different call-to-action buttons available: Shop Now, Learn More, Sign Up, Book Now, and Download.
Each of these buttons can be added to both paid ads and organic posts – but it is important to note that they will only show up in newsfeed ads, not ads on the sidebar. You’ll need to install Power Editor, a Facebook advertising tool, and be operating it in your Google Chrome browser, in order to access the option to add the buttons. And be sure to craft your link description carefully, because adding a call-to-action button does lower the character limit there.
B2B Facebook Marketing
Now that we know how they work, let’s take a look at how to use them to drive conversions. B2B companies can use the “Download” button to encourage their online audience to download an eBook or a white paper they’ve written. They can prompt people to book a free consultation with the “Book Now” button. They can make use of the “Learn More” button to send traffic to their blog, or to a landing page on their website geared towards a specific campaign. B2B companies can even allow people to register for webinars, or for their email newsletters, with a “Sign Up” button.
B2C Facebook Marketing
Just as exciting are the possibilities for B2C companies. Adding a “Shop Now” button is highly likely to drive more traffic to their sites, when coupled with a Facebook post or ad promoting the current sale or the latest products. “Sign Up” buttons give fans an easy way to provide their email addresses in exchange for discounts and updates on sales. “Book Now” buttons provide just as much convenience for customers needing a one-on-one consultation or service appointment, and “Learn More” buttons can drive fans to a landing page promoting the latest campaign.
Nonprofit Facebook Marketing
Last but certainly not least, how can nonprofits benefit from this new Facebook feature? They can solicit email addresses for their newsletter with a “Sign Up” button, or drive traffic to their site or their blog with a “Learn More” button. If they provide services or sell products in order to raise funds, adding a “Shop Now” or “Book Now” button just makes sense. And any reports or special informational brochures they create can be offered to the public through a “Download” button.
Calls to action work. There’s no doubt about it. And call-to-action buttons provide a convenient way to include one in every Facebook ad and post you create – and a convenient way for customers to do whatever it is you’d like them to do.
Try adding one to a post today – and then let us know how it works for you! Did you see a spike in conversions? We’d love to hear about your experience in the comments section below!