Back in December Facebook announced a new feature coming to business pages: call to action (CTA) buttons. These buttons live next to a page’s Like button in the banner image to the right of the square profile photo. This prominent spot increases the likelihood of being seen by a visitor to a Facebook page and hopefully encourages conversions – if implemented correctly.
But which CTA should you implement on your healthcare organization’s Facebook page and how do you go about implementing it to optimize conversions?
Choosing The Right CTA
Here are the options Facebook has provided:
- Book Now
- Contact Us
- Use App
- Play Game
- Shop Now
- Sign Up
- Watch Video
Keep in mind that not all CTA buttons will make immediate sense for healthcare marketing utilization without supporting material. A visitor to your Facebook page may only understand “Contact Us” and “Watch Video” if you have a banner image showing a photo of your hospital’s exterior. Updating the banner image to match a marketing campaign you are running that encourages visitors to sign up for a heart risk assessment, for example, with a message supporting the CTA “Sign Up” only makes sense with the explanation of what they are signing up for prior to clicking the button. Another example would be promoting your gift shop or sending gifts to new parents and highlighting the “Shop Now” button with the banner image.
The CTA “Watch Video” can be a good option if you link to a video embedded on your site that encourages visitors to continue down a path of conversion you want them to take based on organizational goals. This path needs to be very clear to the user and if the CTA on the landing page can be found using a clearer Facebook CTA button then use that one to increase conversion rates. If the CTA button from Facebook takes the visitor to a video on YouTube (regardless of how well done it is) but doesn’t have a clear next step to take then your CTA and social media efforts are basically a series of dead ends.
If you still aren’t sure which CTA to start with, go with “Contact Us” for now and have it link to a short and simple form on your website that includes a trackable phone number. Make sure the form is also mobile-friendly since 30% of Facebook users only login from a mobile device. This is also important to note since the banner image messaging you may need to have in place for the other CTAs to make sense looks completely different on mobile devices and the CTA buttons do not yet appear on the Facebook mobile page layout.
According to Facebook, the feature is “designed to bring a business’s most important objective to the forefront of its Facebook presence.” Carefully consider if the CTA button you want to implement aligns with your organization’s goals. If it isn’t clear, adding the “Contact Us” button can still be a useful tool to encourage inbound traffic as long as users can complete the action they want to take once they land on your site.
Setting Up a CTA Button and Tracking Value
After you have decided on a CTA button then it’s time to set it up. On a desktop computer, go to your organization’s Facebook profile and click the “Create Call-to-Action” button to get started. Then follow the simple prompts from Facebook.
When you’re done, it’s time to test, test and test! Make sure the CTA works properly on multiple browsers and devices. Then, identify the “CTA Clicks” metric on the upper right side of your Facebook profile. From here you can continually monitor the effectiveness of the button to some degree. If (like me) you are skeptical of the accuracy regarding anything provided by Facebook Insights, you could set up a trackable campaign URL that can specifically hone in on this CTA within Google Analytics if the URL lands visitors on your website.
Only time will tell what the next change Facebook will make that marketers will need to react to. Social media marketing is a moving target that takes constant vigilance and testing. It’s important that you take the time to continually invest in keeping your digital channels current as things change then leverage each update to your organization’s advantage.
Geonetric can help you stay ahead of the digital marketing curve. Feel free to contact us if you want to learn more about our marketing services, write a comment below if you have any quick questions, or follow us on Facebook for more updates in the future.