What would you say if I told you that you are probably ignoring one of the most powerful features that Facebook has to offer marketers?
Facebook Groups – that’s right, groups … not pages – have huge potential for marketers that all too often gets completely overlooked. A group has the power to completely transform the way you engage with your audience, massively increasing brand loyalty, conversion rates, and profits.
Facebook groups on the surface operate very much like a Facebook page, but whereas posts you share to your page will be seen by non-followers in other networks when they get liked and shared, posts inside your group will only be visible to members. Likewise, a Facebook group won’t use calls to action in the same way as a Facebook page and won’t allow you to make promoted posts.
The Hidden Power of Facebook Groups
Facebook is the most popular social media platform in the world. It’s also one of the top visited websites with more than 3 billion users logging in every single day. Many of which, spend hours on the platform browsing timelines and reading content. So, clearly this is a great place to be if you want to grow your network, brand or business!
The tricky part?
Standing out in the crowd so you can capture attention and build a loyal following!
Facebook groups will help you do this quickly and easily (and at no cost).
New to the Idea of Facebook Groups? Here's a Quick Overview:
Facebook allows users to create groups that bring people together. Groups are typically focused on a specific subject matter and help connect people with the topics that matter most to them. It’s a great way to seek out like-minded individuals, but it’s also a fantastic way to build a list, grow an audience, jump-start a membership site or even test out ta digital product.
There are many different features that make Facebook groups a stand-out resource for building an engaged community. This includes the ability to share posts, pin announcements, upload documents, photos and files with approved group members. You can also set your privacy settings based on your objectives.
For example, if you want your group to be available to anyone who finds it you can set it to public. Or, if you want to create a secret mastermind-style group that’s only available to paid members, you can set the group to private or secret and then approve members individually.
When it comes to building a tribe using the Facebook group platform, the possibilities are endless. Groups can be an invaluable marketing tool that connects you to your core audience, and best of all, they’re entirely free to set up.
And if lead generation is important to you, Facebook groups make the exceptionally easy, because you can set up a group designed to target a segment of your audience and then pin a link to your landing page where people can subscribe to your list.
Facebook groups can also help establish you as a thought leader in your market, and help you build your brand by making it easy for people to see what you have to offer.
Groups also work within Facebook’s algorithm’s, which means that the more likes, shares and comments shared within your group, the more likely your group will appear when people search for relevant content.
And finally, you can easily automate your Facebook marketing by using HootSuite, a popular tool that helps you schedule posts so that your group is always kept up to date.
Tip: Remember a large part of the interest in your group will come from the fact that it is private and exclusive. Therefore, you will want to consider adding additional exclusive content that you create for your audience. This can act as a ‘thank you’ for joining the group and being committed to the brand, and it can also help to increase engagement.
Content That Builds an Empire
Another hidden power of Facebook Groups lies in having quality content. If you want to grow a highly-targeted group that will help connect with you with your tribe, you’ll want to carefully create a content schedule so that you’re able to stay focused and on track.
A group needs to be constantly updated, or it will become dormant very quickly. Group members expect interaction, and even though they’re likely to engage in conversations amongst themselves, they’ll still want to see posts, updates and shareworthy content from you.
If you are planning to use a Facebook group as the launch pad to becoming an influencer, being active is even more important because you’ll want people to clearly identify you as the admin of the group. This position will help align your brand with being thought of as an authority in your market.
When it comes to what type of content to post, you’ll want to start by researching existing groups that have successfully grown an audience. Join the groups that are most relevant to your market and conduct research. Pay attention to the posts that have garnered the most feedback and interaction.
Clearly if people are responding to certain types of content, they would want more of it. This can help you come up with ideas for your own group.
You should also pay attention to the type of products or services they are successfully selling within their group. While groups are best used as communication channels that help to build brand awareness and establish authority, lots of people also sell directly within their groups. Start by paying attention to what (if anything) is being sold, you’ll be able to determine how people respond to paid offers within a group setting. Since every niche is different, this research is important in ensuring you don’t create a group with the intention to sell when most the market wouldn’t expect direct selling.
While you’re researching, pay attention to repeatedly asked questions or common concerns amongst the group. These questions can serve as fantastic posts and will help you pinpoint in-demand topics that your market is most interested in.
Growing Your Facebook Group
Obviously one of the easiest ways to begin building your group is to simply invite people to join. You can do this by going through your Facebook friends list and inviting them in one at a time, but there are other ways that will help you focus on building a group of like-minded individuals.
Invite those who are in other similar groups
Inviting your mailing list subscribers
Link from every other page you own:
Include a link in your blog’s menu
Add A Link to Email Signatures
Use Text Overlays in YouTube Videos
- Create a Pinterest Pin
Ask Questions First, Let Join in Next
One very useful feature that’s implemented into the Facebook group feature is the ability to add questions that people must answer before they can be approved to join your group. These questions can help to qualify members, ensuring that you are only allowing serious prospects and not just freebie-seekers.
The questions should be easy to answer and relevant to your group’s overall topic. Design them so that they’ll make sense to people genuinely interested in your niche and so that they demonstrate a user’s overall knowledge or passion for the topic you’re focused on.
These questions can also serve as a sort of survey, giving you insight and important information about members. Knowing your audience will help you create engaging content that your group members will love.
Growing a successful Facebook group isn’t difficult, but it does require dedication and ongoing commitment. Here are a few last minute tips to help you get started:
Create a Schedule and Stick to it
This includes when you post content, but also when you’re active within the group. You want people to see you consistently active while also ensuring that you aren’t spending too much time in the group. After all, you still have to create products, run a mailing list and grow your empire!
Spend Your Time Wisely
You can choose to spend an hour throughout the day, or only in the evenings after your work day is over. Whatever you decide, it’s important that you stay visible.
Invite Thought Leaders & Experts
If you want to boost the value of your group, while also offering your members with even more value, consider inviting thought leaders and niche bloggers to post in your group. It’s a win-win! They receive additional exposure by aligning with your brand, and you’re able to introduce your audience to an expert or influencer who will add value to the community.
Keep it Fun!
People join groups to interact with other like-minded people, but they also want to be entertained so even if your group is focused on business, try to keep it light and fun! Find ways to keep people engaged and active, such as by hosting special events once a month, or streaming live video.
Monitor Your Progress
Keep track of how your group is growing each week. Write down the total number of group members so you can keep tabs on how many new people join each week. You can also post a welcome message to new members every week. Facebook makes it easy to do this with a click of a button.
Streamline Social Media
Invite followers from other social platforms to join your group. Send out a tweet, or share a post on Pinterest, SnapChat or Instagram welcoming people to become a group member. If people follow you on one social media platform, chances are they’ll be willing to join you on the others.
To your success!