Facebook groups are popular among the platforms users. While organic reach of company pages has declined, businesses can still connect and engage effectively in Facebook groups.
For businesses, Facebook groups can be a powerful tool for community-building among a target customer base. Opportunities include participating in existing groups and launching and nurturing your own group.
If you elect to build your own group, use these four strategies as a guide.
Decide on Your Focus and Rules
A common approach is to focus the group on your exact market and target audience. Another approach is to focus on a topic that’s not a key part of your business, but is a common activity or interest of your target market.
Often, it is easier to build a group around your business and audience. After all, this is what you are already marketing every day. However, the less direct approach can be a great way to build connections and relationships over shared interests.
Once you decide on your focus, set rules for your Facebook group and enforce them. Letting members know what to expect creates a positive environment for all.
Post to Your Facebook Group Often
The key to running a thriving Facebook group is to educate, entertain and motivate your members consistently.
The majority of people scroll through Facebook to be entertained. Find and share entertaining topics that are relevant to your group, such as memes and videos. Share authentic stories about what you are doing – the good, the bad and definitely the funny happenings of the day to day in your business.
Share content that your audience can learn from and apply. Offer motivational quotes and stories.
Come up with a posting schedule and stick to it. If you don’t post consistently, you risk members losing interest and leaving the group.
Encourage Group Interactions
Share posts that encourage conversations and interactions among members. A common tactic is to post the names of new members and encourage everyone to comment welcoming them.
Ask questions as part of posts to encourage members to share their experiences and reactions. The best way to get a reaction is to ask for it! Allow members to post questions and interesting content as well.
Get involved in conversations to build awareness and authority with members. Even a simple “Thank you for sharing!” in response to someone’s comment can go a long way.
Share, Don’t Sell
The focus of your Facebook group should be sharing and engaging. Limit explicit promotions of products and services to 10-20% of posts. The rest of the time, focus on sharing and engaging with group members.
You are looking to create a community where members share about what is important to them. As members comment and you learn more about them, you can identify potential opportunities to market to them.