Here’s one for the “In Case You Missed It” file.
According to a recent article on MarketingLand.com, Facebook is now allowing people to call businesses directly from their news feeds.
Mobile advertising on Facebook has long included calls-to-action as part of the ad, and in May, Facebook added a “Call Now” button to the available call-to-action options as part of their local awareness ads. Mobile users who tap the button are directed to their phone dialer.
This is a revolutionary development, in that it provides one more method to get your best leads on the phone with your business. No longer are “Like” and “Get directions” the only options to engage with your customers on Facebook. Now businesses can market for phone calls directly on the world’s most popular social media network. Facebook tracks the number of phone calls each ad produces as part of their built-in analytics.
However, if this feature were to be combined with a call tracking number and conversation analytics from Convirza, businesses could mine even more data about their customers and the actual conversations that are spawned by those phone calls. They’ll know not only how many calls were produced by those ads, but also whether those calls led to quality leads, revenue, or missed opportunities (to name only a few of the dozens of metrics analyzed by Convirza’s conversation analytics engine.)
Businesses now have one more powerful tool to get their customers on the phone. Facebook claims that their mobile local awareness marketing ads “reach more people in your area per dollar spent than with any other kind of advertising, including newspaper or direct mail.” And when that kind of reach is paired with the data available from conversation analytics, you’ll know whether those Facebook ads – or any other marketing channels – are really paying off.
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