Facebook Groups: A Marketer’s Secret Weapon
There’s a Facebook Group for everything under the sun. Over 200,000 people log in to see pictures of disapproving corgis. About 5,000 javelin-wielding Facebook users are a part of another popular Group. No matter what you’re interested in, there’s an active Facebook Group for you.
Facebook users sign in to the platform to connect with others outside of their circle of real-life friends. They want to form connections with other users. This desire for connection presents a unique opportunity for business owners and marketers looking for a way to not only promote a brand, but also form personal connections with their audience. While many businesses and marketing professionals have overlooked this tool in the past, possibly due to the necessity of continuous upkeep and engagement that’s required to run a Group, we’re here to tell you why it’s well worth the effort. With a little bit of time and energy, you can transform this simple community into a marketer’s secret weapon.
Groups bring together people with common interests—whether that’s looking at pictures of corgis or learning about the intricacies of digital marketing.
Facebook Groups as a Business Marketing Tool
By creating a Facebook Group that’s linked to the products or services that your business offers, you have an opportunity to connect to people and promote your business. #MichaelsWilder #socialmediamarketing Click To Tweet
By creating a Group that’s linked to the products or services that your business offers, you have an opportunity to connect to people to whom you want to promote your business. The key, however, is to provide value to your Group members. No one will want to join your group just to hear a sales pitch.
You can create a Group for virtually any purpose—as a customer support hub, a networking space, an educational resource, and so on. It’s up to you how you want to use your Group. You can even create different Groups for different purposes. Just make sure that each individual group has a defined focus.
How to Create a Facebook Group
Creating a Group is quick and easy. You’ll just need a Facebook account to get started. Then follow these simple steps:
1. Go to the “Groups” page. You can find the link to this page on tab under “Explore” on the left side of your Facebook homepage. Then click “Create Group.”
2. Now, you can customize your group with a unique name. Your name should be concise, and it should clearly convey your group’s purpose. You may choose to include aspects of your company’s branding (like your business’s name, slogan, etc.) in the title of your group, but be aware that it may come across as a bit self-promotional. Remember, always lead with providing value, not pitching a product.
3. Invite some people to join! Dig out your email list or look up some Facebook friends, and don’t neglect to add a note. Let people know what the group is all about and the benefits of joining. People will be much more likely to join if they know what’s in it for them.
4. Next up, you’ll want to select your privacy setting, and there are a few things you’ll want to consider before making your decision. Consider your goals in creating this group. Do you want to use it as a lead generation tool? If so, you’ll probably want it to be searchable and open to everyone. Or do you want your group to be more like an exclusive club that’s available only to your customers? If so, you’ll want to create a closed or secret group.
5. When you’re ready, hit “Create,” and you’ll be taken to your very own group page. From your main group page, you’ll first want to upload a cover image that’s 828 x 315 pixels.
6. Once you’ve chosen the perfect picture to represent your group, click “More…” under your cover photo, and select “Edit Group Settings.”
7. From here, you’ll see a bunch of different ways that you can customize your Group. Within this section you’ll find many options to further customize your group. You’ll want to pay special attention, however, to the group description, group type, tags, and location. These settings help Facebook users find your Group in search and provide context for potential members.
8. The customization options don’t stop there! You can also add contact information, modify posting permissions, and link to relevant pages (like your Facebook Business page). After you’re all done customizing, it’ll be time to start posting and engaging with your group.
Cultivating Content for Your Facebook Group
Posting to your Facebook Group regularly with quality content will be the key to its success. You can use a combination of different types of content, including original blog posts, news articles, discussion topics, quick tips, daily updates, tutorials, polls, and Q&As.
Just make sure that your content is providing value to your members and promoting active engagement. Ask your members what they think about a controversial issue related to your Group’s focus. Get their input with a poll. Ask them to post their progress on specific goals to a daily accountability thread. There are countless ways to get everyone involved in the Group and communicating with one another.
Ultimately, that’s what Facebook Groups are all about. They’re about creating a community for people to come together and share information. Now, if, in the process, they just so happen to learn more about your awesome business, well, that’s just a bonus.