The largest social network in the world has added an inbound component to every business page... believing us now when we tell you that this is marketing 2.0? A call to action has been integrated into the banner navigation on the business page and the text for this CTA is dictated by the page owner. This matters big time for business users, and for a lot of really amazing reasons. Keep reading!
Historically we have seen Facebook as an awesome engagement and broadcast tool for our clients, but the conversion from a visitor to a lead was, well... dismal. We love using the tool to get our clients known and beloved by their legions of adoring fans... but if you aren't making any money, what is the point?
We are not naive to the reasons why a business would turn to social media as a facet of their client attraction or retention strategies. It is all about the benjamins.
To get these pages to perform more effectively we are seeing the integration of inbound components. The Call to Action exists on most websites, but why is it even there? Because it is the superstar behind lower bounce rates and continued navigation. When we are building our content with clients we are considering a narrative journey, as in, we tell people where to go to continue finding the awesome information that they are already enjoying.
One of our team members likes to position the website content and Call to Action experience as a "Choose Your Own Adventure" novel of sorts. (The Hardy Boys and Nancy Drew lovers out there have bookworm hearts going pitter-patter right now!) But I know what you're still asking... "Why do I care if this is on my Facebook page, Allie?"
The reality is that your Facebook page is where your brand personality has some space to wax poetic and get all personal with your following. When they are falling madly in love with your every move, you want to ask for action. Tell them that you want to be contacted, that you want to sell them something, that you want any sort of connection with them.
The adage "you miss 100% of the shots you don't take" comes to mind, if you are never asking for anything from a visitor, you can expect to continue to receive nothing.
So get on those Facebook business pages and start to build out the brand awesome that you're capable of! Use our tips for Canva to make your page professional, and think of a compelling way to start generating those conversions you're capable of. Our conversions are currently sitting at just under 1% from our simple Contact Us... beat our metric!