Have you created a Facebook group for your brand or business? If no, it’s the best time to leverage the remarkable marketing opportunities the largest social media network has to offer.
Facebook is no more just a fantastic social networking site for people to come together and build powerful communications. With over 2.38 billion Monthly Active Users (MAUs), it is one of the biggest digital marketing platforms today. Facebook witnesses daily active users of 1.56 billion on an average, and this number is too big for digital marketers to ignore.
There are several ways marketers can leverage the potential of this giant social networking platform – Facebook Pages, Facebook Ads, and Facebook Groups. Of all, Facebook Groups is one of the best and cost-effective ways to drive audience engagement and promote your brand or business. You might already have a Facebook page, but does it generate the results as you had expected? If no, it’s time to build a powerful community with Facebook Groups.
Why Use Facebook Groups?
Table of Contents
- 1 Why Use Facebook Groups?
- 2 How to Use Facebook Groups to Market Your Brand or Business?
- 3 1: Create a Facebook Group for Your Brand or Business
- 4 2: Customize Your Facebook Group to Generate Effective Results
- 5 3: Select the Right Group Type
- 6 4: Show up Quite Often
- 7 5: Create a Dedicated Content Strategy
- 8 6: Build Engaging Conversations and Provide Value to the Members
- 9 7: Promote Your Facebook Group
- 10 8: Check Your Group Analytics
Now you might be sighing: “Yet another social network community for my business.”
We would say, “Yes.” Moreover, that’s because if your brand or business is constantly fighting “ever-declining organic reach” on Facebook, then Facebook Groups might be the secret weapon to drive reach and engagement.
According to a report published by Buzzsumo in 2017, the average Facebook engagements for all post types fell from 340 to 264, and that’s a tragic decline of 20% in the past six months. The reasons could be multifarious, but one of the best ways to address this challenge is to look beyond Facebook Pages.
To cater to the problem of declining organic reach, Facebook introduced “Groups”to harness the power of communities. Why this works better than Facebook Pages is because it allows you to segment your target audience into “self-selected contingent.” In a way, it works like Facebook paid ads in reaching a segmented and specific audience base. This can be extremely valuable for businesses because it helps drive greater levels of engagement than Facebook Pages.
Facebook Groups offer a seamless platform for the members to build conversations in a more private and enclosed space. This not only helps drive engagement, but businesses can also track the conversations in real-time to gather valuable insights. As a matter of fact, the information that you can collect from your Facebook Group can be leveraged to design your content strategy.
So, let’s have a quick look into why it might be a good idea to create a Facebook Group for your brand or business:
- Build a Sense of “Community”: One of the best ways brands and businesses can build long-lasting relationships with their target audience is to instill a sense of community. This can be challenging only through posts, likes, and comments on your Facebook page. Furthermore, creating a community on your website may take money and technology. In this regard, having a Facebook Group can be a great way to create a sense of community in a hassle-free and effective manner.
- Offer Additional Value to Your Customers: You can use your Facebook Group in an intelligent manner to provide additional value to the customers. How? Leverage it as a platform to test new ideas or something that helps dive deeper into various subjects. It is a fantastic way for your target audience to build a network with your brand and each other. This can go a long way in facilitating the growth of your brand or business.
- “Exclusivity”: When you make your Group private, it helps build a sense of exclusivity and makes your audience feel special. In a private group, you would need to approve the members before they can view or post in the group. This way, you can manage what type of content flows in the group, while you can also share special information only to those who matter — for instance, course subscribers, event attendees, etc. So by targeting a specific group, you can build better engagement and reach.
- Gain Greater Exposure: Facebook Groups where you are regularly active can give a higher positioning in the News Feed. This can be a great way to get better exposure for your posts and increase awareness among your target audience.
- Place Call-to-Action with High Conversion Potential: Groups are built around a communit, and that makes it easier for you to add posts that all members can see. This enables you to pin a Call-to-Action intelligently, grabbing the attention of your target audience. Though not everyone will respond to your CTA, most of them eventually will. Facebook Group sends out a perception of a brand or business that adds value, making it more likely for people to respond to your CTA.
How to Use Facebook Groups to Market Your Brand or Business?
Now that you know why it is a lucrative opportunity to build a Facebook Group, here are eight clever ways you can use it to market your brand or business.
Let’s get started with building a Facebook Group first.
1: Create a Facebook Group for Your Brand or Business
Building a Facebook Group is simple and fast. Open your Facebook profile, and on the extreme right corner of the page, you will find a drop-down menu. Choose the option “Create Group.” A screen will appear where you have to provide a name for the group, add members, and set its privacy level.
To create a Group on Facebook, you must add at least one member. Pick anyone from your database or those who know you are creating a group. You should also name the group wisely because your brand impression depends on it a lot.
Keeping in mind the objective of creating the group, you have to choose a privacy level – Public, Closed, or Secret.
A Public Facebook Group is one that has no restrictions with regard to who can join and see the posts on your group. Such type of group may help in having a large number of group members and is hassle-free to manage, but can also draw people who simply join to spam the group with their irrelevant content. So you have a greater reach but not one that can drive quality results. A public group is ideal if you want to build a community around a certain event or topic.
On the other hand, a closed group is one wherein any person can join but only when their request to join is accepted by the group administrator. If someone isn’t a group member, he or she would not be able to see the group posts. This is most effective for brands or businesses because you can post targeted messages that can be viewed only by a segmented and specific audience base, which is genuinely interested.
Secret Facebook Group is one that cannot be found on search, and only members can see the posts. It is ideal when you want to market a particular service or product, targeted only to a specific set of audience, for instance, high-level professional coaching for PHP developers. You can also place a Call to Action in such groups with high conversion potential.
2: Customize Your Facebook Group to Generate Effective Results
What group cover photo you put or what rules you set plays an integral role in driving quality results to promote your brand or business. So make sure you customize intelligently.
Facebook allows you to add a group cover photo with specifications of 828 x 315 pixels. Add a photo that brilliantly represents what your group focuses on or what the vision of your brand/business is. To take it a step further, Facebook now provides the opportunity to use a 20-90 seconds video that you can add instead of a cover photo. It is a great way to build a strong first impression.
Once it appears on the timeline, click on the same, and add a description. It should be simple, engaging, and narrate what is the key objective of the group. You can also quickly mention a few rules for the group in this section. Check the example below:
If you are into serious business of marketing your brand through Facebook Groups, set the rules in a clear and precise manner. In the “Rules” section of the group, you can find pre-built rules such as ‘no spam’ or ‘no hate speech.’ But you can also create your own rules to help set the behavior or tone of the members, and ensure the group works towards the attainment of your goals.
3: Select the Right Group Type
Choosing the right type of Facebook Group plays a vital role in focusing its purpose. What is the key objective of the group – marketing your brand or business, educating your audience, promoting a special event, or providing customer support? It also lets Facebook determine the specific category of your group and provide appropriate search results. So you can be assured of driving traffic that is interested in what you offer. Your choice of the group reflects how you want your brand or business to be categorized in Facebook search.
4: Show up Quite Often
A Facebook Group that is more active can drive higher engagement, which is crucial to market your brand or business. For this, you need to post regularly, create discussions, or comment on the members’ posts. However, it can be most challenging, especially when the group grows in leaps and bounds. To address this issue, you can create content pieces that are themed on a week-to-week basis. You can also add a few interesting open-ended questions for your members to engage in some quality conversations.
If you are ready to invest a bit, you can also use automated tools that allow you to feed valuable content and set a specific schedule for the posts on your Facebook Group. This is especially needed if you have multiple groups to manage. Take, for example, AgoraPulse. The tool lets you schedule your Facebook posts on a recurring basis, minimizing the hassles of setting up the same things over and over again.
Automation can help you stay connected with your group members in a seamless manner. And the time you save can be used to create posts that can draw higher engagement and reach.
5: Create a Dedicated Content Strategy
Before you kickstart the Facebook Group, it is important to define a content strategy that aids in realizing the group’s goal in the long-term. For example, do you want to sell to the group members? Want to drive brand awareness or promotion? Are you building a support group for customers who have already bought from you?
Another crucial thing you need to determine is what kind of content you will serve the audience – educational, inspirational, or entertaining? Do you want to prompt the members to engage in quality conversations? Remember, if your posts add value to the group members, they are more likely to engage. This can go a long way in building authority and encouraging your audience to choose your brand or business.
Since a lot depends on the quality and type of content you post on the group, here are some great ideas to find interesting and trending topics to share:
- Google News: Not sure what to post in your group week-on-week? Google it! It is the quickest and simplest way to find the most recent and relevant articles on topics related to what you offer. Go to Google and type your search query, and then choose ‘News’ to get the most trending articles. Sharing fresh, up-to-dat, and engaging content on Facebook Group helps personify you as an expert on the topic.
- Buzzsumo: It is a popular platform that lets users choose the trendiest topics, find the latest articles, and see where these were shared on. In the example below, you will see what the tool shows up when you search the topic “social media marketing.” You can find the top articles from the past week and see how many times these were shared on different social media platforms.
To save time, you can share the articles on your Facebook Group to educate and support your audience with something interesting and relevant. However, if you wish to add value to the members, you can take an idea and recreate the same to build your authority in the group.
Whatever be your content strategy, make sure it isn’t always talking about your brand or business. Otherwise, it can appear too pushy, and the members may lose interest in the groups. Facebook Groups for your business are meant to be engaging and built on the theme of community. So the content should be curated around the same.
6: Build Engaging Conversations and Provide Value to the Members
Engaging your audience on Facebook Group is your motto; be it through sharing industry’s latest articles or sparking interesting and relevant conversations that add to the group. See the example below:
Such conversations are a great way to encourage feedback from your group members and can be a powerhouse of valuable information. You can also use the platform to make your audiences feel special or reward them for action – for example, when they purchase your product or subscribes to your email newsletter. The group can be beneficial in following up with your customers or helping them with their queries.
Not sure how to encourage your members to engage? Here are some fantastic ideas for you:
- Tutorials: This is a superb way of establishing yourself and your business as an expert in the industry. Every week you can post video tutorials that can help and support your group members.
- Challenges: It is a great way to engage your audience and build interest in your brand or business. Challenges are very popular inside Facebook Groups, and you can create one and invite the members to join. The top three performers or winners may win a chance to use your product or service for free.
- Quizzes: These are fun activities inside the group and can also help collect valuable data from the members. For example, encourage your members to join a quiz to find out what they expect from your upcoming product or service.
- Live Question & Answer Sessions: It has become popular with larger groups, wherein you can set up weekly Q&A sessions to help and support your members.
- Daily/Weekly Theme Prompts: Daily or weekly prompts to allow the members to post something on a particular topic each day or once in a week. The prompts can allow the members to share what they love, giving them a sense of exclusivity.
7: Promote Your Facebook Group
It’s great that you have superb content, brand, or business, but unless you are able to reach your target audience, there’s no point having it. The same concept works for your Facebook Group as well.
Your business group on Facebook can grow significantly faster than your Facebook Page, but that does not happen overnight. You need to promote your group effectively to ensure it can be leveraged to market your brand or business.
There are several ways you can promote your Facebook Group. These are:
- Promote on Other Popular Facebook Groups Without Appearing Spammy: Find Facebook Groups similar to yours or belonging to the same community or industry. Introduce yourself to the admin, check out their group rules, and then start promoting your group. Don’t appear like a spammer; rather, post something useful and relevant, and then add a link to your group.
- “Join” in Lieu of a “Share”: Another idea is to make a list of authoritative people whom you want to add to the Facebook Group. Find their recent blogs or articles and share something that can be genuinely helpful in promoting your brand or business. When you share, do not forget to tag the person so that he or she knows you are promoting their content. This can encourage them to join your Facebook Group in return without appearing to be too pushy.
- Use your Facebook Business Page: Facebook Page might not get your business the level of engagement it needs, but can help you remarkably in putting your group in public and drawing a lot of members. Simply copy the link to your Facebook business group, add a short & interesting description, and post it on the business page. Then promote the post to reach your target audience and attract more people to join the group.
8: Check Your Group Analytics
Yes; you read it right. Facebook Groups now come with powerful analytics that lets you understand what’s working and what not. By tracking how your posts or group interactions are performing, you can know where to fine-tune and how to provide more dedicated and relevant communications. Analytics is a powerful tool to measure the performance of any marketing campaign, which helps in promoting your brand or business in an effective manner.
The Final Words…
Congratulations! You now have a Facebook Group for your business, which you can seamlessly grow to attract your target audience, build reach and engagement, and market your brand in an effective manner. If you want to grow your business or promote your brand through this group, you need to nourish it and take active participation to see the desired results flowing in.
Facebook Groups are a powerful way to build your authority, find new customers, and create an engaged community. There are so many interesting ways you can leverage the potential of Facebook Groups for your brand or business. We hope our blog could provide some inspiration to design your group strategy, whom you wish to target, what are your objectives, and how you can engage your audience in a better way.
Do you already have a Facebook group for your business? What challenges do you face or how it has helped market your brand? Will you leverage Facebook Groups as your marketing strategy? Let us know.