With a reported 1.86 billion active monthly users as of the end of 2016, there’s no question as to whether consumers and businesses alike find Facebook to be a valuable social media platform.
The forum is tailor-made for fostering fruitful engagement between organizations and their current and future clients. And with enhancements including Messenger, video, and events, the channel is jam-packed with tools for building brand awareness, increasing sales, and enhancing the customer experience.
One feature that draws businesses to Facebook is the ability to add a call to action (CTA) button to their pages (Marketing-speak break: A call to action is a term in sales and marketing which means any link that advertises an offer and leads to a landing page where the promotion is available).
Why all the love for Facebook CTAs? It’s kind of a no-brainer: studies show that adding a CTA to your Facebook business page can increase click-through rates by a whopping 285%. The social media giant has simplified the CTA concept while still allowing the buttons to be customized depending on the type of business being marketed, with options including sign up, shop, book an appointment, and more.
WHY FACEBOOK IS GREAT FOR SCHEDULING APPOINTMENTS: INSTANT GRATIFICATION
A well-presented call to action button highlights an organization’s most important objective to its Facebook audience. Take online appointment scheduling, for instance. Using a “Book Now” button on your business page allows your current and future clients to schedule time with you seamlessly and instantaneously. What’s more, you can easily track the performance analytics of your CTA: just hover over your button, then over “View Insights” to see how many clicks you’ve received in the past seven days.
In today’s digital world, consumers are demanding a self-service economy where they can instantly get what they want, when they want it (Flamin’ Hot Cheetos in two hours or less? Thanks Amazon Prime Now!). Allowing your clients to book appointments online at the click of a button not only adds to the customer delight factor, it can exponentially build your business.
Did you know that approximately 49% of users like a Facebook business page to support a particular brand? However, it has also been reported that 55% of all web pages viewed get less than 15 seconds of attention. So it’s important to craft your CTA carefully.
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WHAT MAKES FOR GOOD, BAD, AND DOWNRIGHT UGLY CTAs
A good CTA button is one that doesn’t lie. For example, effective Book Now buttons directly link to calendar pages, so that visitors can schedule appointments effortlessly. It’s not helpful to send consumers on a veritable wild goose chase across your website to find your online scheduling page. Another best practice that will help your CTA button convert is to use your cover photo to point out the button graphically. A little directional arrow and copy can go a long way to direct the user’s attention to your button.
A bad CTA button doesn’t end up delivering what’s promised. If your CTA says “Book Now,” and then links your client to a landing page with a contact form for a call back, that’s faulty advertising (and a good way to lose a lead). Taking a Facebook user away from the platform from the web is already risky, so always be direct with your CTA button and limit any extra navigation. The more they have to click around, the higher your bounce risk and lower your conversation rate.
The ugliest kind of CTA button? One that doesn’t exist! Think of all the business you could be missing. What are you waiting for?
All your social media traffic and content power comes to a fine point within the call to action. Giving the user the instant gratification experience they expect is what it’s all about. There’s no doubt that having that CTA button at the top of your Page, where users can always find it, can help drive business objectives forward.
Are you using a call to action button in a unique way or have a great story about booking appointments through Facebook to share? Tell us about it on our Facebook page.