Facebook has added a new feature to Facebook Pages designed to support businesses using Facebook to help achieve their business goals. The new feature is a call to action button that can link to any destination including your website.
The call to action can be added to the banner, right next to the Like button.
A call to action is a banner or button that is designed to prompt a user to click it and continue down a conversion funnel. The goal is to convert a user into a lead and then into a customer.
There are seven calls to action available, the first two of which are of primary interest to safari operators:
Link to a safari tour that you want to push or to the booking form on your website. The Book Now button can also be used to promote an upcoming safari tour which still has spaces available.
Add a link to your “Contact Us” page on your website where visitors can send you an email, or call your business.
The Administrator of your facebook Page can easily add or update the call to action. Experiment with the buttons to see what works best for you. Perhaps link to a promotional video from time to time to mix it up and generate interest.
One way to draw attention to your call to action is to design a custom banner that integrates with the button.
Facebook will show you how many people click on your call-to-action button under the weekly metrics on the right side of your Facebook Page.
For the button to be effective people will need to visit your Facebook Page so it’s important to promote your Page in your other marketing material.
The call to action feature has already rolled out in the US and will be available for the rest of us this year.