Why You Should Use Facebook Groups
In addition to your Facebook Page, the Facebook Group feature is another powerful, free Facebook marketing tool. Having a group allows you to more consistently reach a very targeted set of people who have already shown significant interest in your brand, product, or service.
Because of the constant changes to the Facebook ‘Feed’ algorithm, having a group also makes it more likely that people will actually see the content that you post.
One challenge with groups that you should be aware of, is that the visibility you’re able to achieve with any given person depends heavily on their activity within the group. If an individual member of your group is not active they are much less likely to receive notifications about your group as someone who is active.
There are two main ways that you can use Facebook groups to your marketing advantage:
- Market in other Facebook groups
- Create your own Facebook group
Marketing to Other Facebook Groups
How to Find Relevant Facebook Groups
Finding other groups to market in is not difficult. You want to search for groups that have a tight fit with your brand and your niche. You want to find groups that address problems that your customers also suffer from.
For example, if you sell hiking boots, you could join groups dedicated to hiking, exploration, outdoor photography, outdoor equipment, and other outdoor entertainment.
Grow Your Credibility
Once you’ve joined those groups, you need to invest time into becoming known as a credible and consistent poster. This means being thoughtful in the types of content you post, and not just recycling the same content that you publish on your page. Instead, invest the time to get to know your fellow group members and work towards becoming a “local expert” or “credible authority’ among them.
This is not difficult, but it does take time. Some tips for getting started are:
- Be quick to comment on new posts
- Make sure your comments are insightful or bring new information to the table
- Be attentive and engage with anyone who replies to your comments or comments on your post.
- Answer questions with well thought-out (and well-researched) comments
- Share relevant content posted in the group from your own Page
Post Your Own Content
Once you’ve built up some credibility, begin posting your own content. To ensure that it’s relevant to the group, you may monitor the group for a few days, and see what the hot topics are. What are people posting about most? What questions are being asked? Try to tailor your content to fit into the current group context.
Creating Your Own Facebook Group
When You Should Create a Facebook Group
You should create your own Facebook group only after your page has matured.
Before creating a group, you will want to know who your audience is, and you will not be able to accurately tell that data until you have a mature Facebook page with consistent user engagement.
Once your page has matured, however, you can use Facebook Insights to gather data about your fans and those whom you reach.
When you create your group, it should be as identical to your Facebook page as possible. Think of it as yet another extension of your brand. You should use the same logo, photos, tag lines, etc.
What to Do With Your Facebook Group
Your Facebook Group needs to serve a specific purpose. Generally this purpose will depend on your audience (prospective group members) and your brand. However, the general philosophy behind your group is to create a community of people that can come together and discuss how best to benefit from your brand (your products or services).
If your brand is built around a single product, for example, you can use a group to disseminate how-to information about the product, engage with customers, answer customer inquiries, etc.
If, on the other hand, your brand is built around a service, you can use your group to provide information. You can post articles, how-to’s, infographics, comparison charts, case studies, etc. surrounding your service, as well as engage directly with prospective and existing customers.
To reward members for joining your Facebook Group, you should consistently be posting more and more targeted content than you do on your Facebook Page. To supplement your own posts, you should also invite your group members to:
- Post their own content
- Engage in meaningful discussions
- Ask and answer questions