Perhaps in an effort to convince small businesses that Facebook fan pages aren’t useless unless they buy an ad (whoops – did I say that with my outside voice?), Facebook has instituted a new feature: a Call to Action button.
In marketing-speak, a call to action is the question or suggestion that gets you to do what the salesperson wants you to do: fill out a survey, sign up for a mailing list, buy a product, and so on. That’s exactly what this button does – and you get to pick what you want it to do.
Facebook is rolling out the feature in phases, so if you don’t see it on your fan page yet, be patient – it’ll get there eventually. When it does, you’ll see it in your page header. The IU chimp has circled it in green for us.
You may also see a pop-up box that suggests that you activate the feature.
Clicking the button brings up a dialogue box with a bunch of choices.
“Shop Now” is the default, but you could also pick “Sign Up” (for your mailing list), “Watch Video” (for your book trailers on YouTube), “Contact Us”, and so on. I’m going to stick with “Shop Now”.
Once you’ve picked your button type, you’ll see two boxes on that screen: one for a web address, and one for a mobile device web address. I think most places that have mobile sites will automatically shift someone using a phone browser to the mobile site. But if you want to make sure it happens, you can put your mobile site address in there. I’m going to live dangerously and put in just the address for my Amazon Author page. (And for once, I remembered to include my affiliate link! Here’s how to set up your own Amazon Affiliate account, if you’re interested.)
The next two screens ask you for more info about mobile access.
You get to choose whether to send people to the website, or to the website’s app. I debated about this and finally picked “website” for both iOS and Android. If someone hasn’t already downloaded the relevant app, I don’t want to distract them by diverting them to the App Store – I want them to get on with buying my book. But hey, to each his own.
Click “Finish” and you’re done.
As you can see, the button has a drop-down arrow that only you will see. Clicking on that arrow gives you the option to go to the link, edit your button, or delete it altogether.
In the sidebar over on the right, you’ll now have a new indicator for “CTA Clicks”.
Facebook will keep track of the number of people who use your button, so you’ll be able to see whether you’re getting any action – and if not, decide whether to edit the button to do something else.
Now all you need to do is get people to your Facebook page, right?