A strategic “Call to Action” on your Facebook landing page will set you apart from the majority of businesses. Careful consideration to this one concept will help you make the most of your initial contact with customers.
Your landing page is most likely the first impression a viewer has with your company, so make sure that you are capitalizing on that traffic. Once people land on your page, getting them to stay connected with you should be easy, natural, and fun.
Here are the four techniques to promote a successful campaign with an effective call to action.
1. Keep your landing page uncluttered and easy to navigate
It should be immediately obvious what someone should do on your landing page. You should have a professional look, but it should still match the fun atmosphere of Facebook. Think of your business website as “suit attire” and your Facebook page as “business casual.”
You still want the same look and feel as your business, but it should feel comfortable and easy to understand. By reducing the dissonance from Facebook’s personal pages to your business page, you will have a higher success rate of keeping them interested.
In the landing page below, the company uses a couple of cute images, both smiling and at eye-level. It is instantly apparent what you are supposed to do next. Click ‘like’ and you’ll be entered to win a contest. It’s an offer for easy engagement.
2. Make your call to action clear.
Specify exactly how you want the viewer to interact with your page. In the offer below for marketing software for small businesses, there is a large red arrow pointing directly to their offer and the contact form to register.
Caution: Make sure that you are only asking your viewer to do one thing at a time.
In the landing page below, viewers are requested to not only click “like” for that page, but also all of the pages for its sister companies. It may be a coincidence, but there were five companies listed and the fan numbers were progressively SMALLER as you went down the list! The company is diluting their original message and offer.
3. Create a reason for clicking ‘Like’
Provide an incentive for viewers to select ‘like’ and to become part of your community.
Tim Ferriss, who recently published “The Four Hour Body,” creatively offers a fan-only chapter.
Think of what “Facebook exclusive” promotions you could offer to potential fans. Also think of announcements that you could submit to your Facebook fans first. What are the incentives that your ideal customer would appreciate?
4. Provide an incentive for engagement
Godiva does a nice job of offering a “Rewards” chocolate club that you can join for free from their Facebook landing page. YUM! Free chocolate is definitely a nice incentive! Godiva collects email addresses and complete contact information when viewers opt in to the Reward Club.
As you can see, what the most effective “Calls to Action” have in common is that they are simple to understand (one at a time), and they show the benefit of becoming part of the community.
Now it’s your turn. What “Calls to Action” have produced the best ROI for your company? What have you seen that grabbed your action and sent you to act?