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Facebook Group Marketing for Business: A Guide for Marketers

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Facebook groups are known as unique Facebook spaces for friends or people who share the same interests. These people can discuss, share, or post certain things regarding particular topics. With this feature, marketers realized that groups could be utilized for business, otherwise known as Facebook group marketing. Facebook created the "Groups" feature around varied areas of interest. However, a Facebook group can also be a place where brands and businesses can interact with customers. Through this platform, people can learn and share different ideas about a product or service. The groups' visibility can be private, public, or open—depending on the administrator’s decision. In this article, you’ll learn a few things on how to use Facebook Group Marketing to improve your online presence and grow your business.

Why Does Facebook Group Marketing Matter?

A Facebook group offers many benefits to businesses. It goes beyond virtual interaction. For one, Facebook group marketing matters because it gives you a wider organic reach. The social platform places a priority on groups that have more engagement. So, if you or your members are consistently posting or interacting, you’re giving the algorithm what it needs. Additionally, Sprout Social Index revealed in their data that almost 50% of consumers join private Facebook groups and communities to engage with brands directly. So, if people eagerly join your group, they want to know more about your brand. It shows that they’re interested in what you’re offering.

What Should I Post in Facebook Groups?

Special deals and new offers would market well on Facebook groups.
Before going full-blown on Facebook group marketing, you should know what particular content you want others to see. Like all other social media and non-social media marketing, marketing on Facebook groups needs thorough decision-making. You can’t just throw anything under the sun and expect a surge of potential consumers. You have to spend time thinking and curating the best content for your Facebook group. Try posting images, videos, or word posts advertising your products or services. You may also update your group members every time you offer promotions or sales that they could avail, and ask them to spread the word. Lastly, allow your members to ask questions in the group and answer them as truthfully as you could. Remember, the golden words here are “be active!” Don’t allow a one-week awkward silence on your group. Update your members and give them the chance to engage. If you were able to achieve all these, you wouldn't regret marketing through Facebook groups!

How Do I Grow My Facebook Group This 2020?

Growth takes time; that's a no-brainer. Once you dip your toes in the world of Facebook groups, don’t expect instant results and growth. Most drastic changes don't happen overnight. Growing your Facebook group requires patience and commitment. If it wouldn't grow in its first-second month, don’t fret. Follow these tips and grow from zero to hero.

Set A Goal

Ask yourself why. Why am I doing Facebook group marketing? What is this group for? Once you’ve established your group's purpose and target, you’re set for the bigger things.

Offer Valuable Content

Your followers aren't there for nothing, and you don't want to keep them bored. Hence, give them something to look forward to every time they'd open their Facebook accounts.

Be Engaging

This year, engagement is a must in marketing. People love it when they feel included. Your followers would want to hear from you, and they’d like you to hear them out, too. Once your followers feel detached from your brand, they would ditch you in no time.

Encourage Healthy Engagement

A healthy relationship would always go a long way for businesses.
Encourage your followers to engage with each other healthily. Flourish a positive Facebook community, and you’d surely attract others.

Be Humble

Humility is a no-fail secret to success. Be humble to ask for help from your most dedicated followers to increase your group's organic reach. Let them spread the word and invite their friends and family to join your community.

Set Clear Rules

Even if you’d allow free and healthy engagement, you must also set clear and definite rules. Lay down the limits of your followers and avoid unhealthy communication within the group.

Avoid Spamming Your Members

Yes, you want a lively and fun group, but you should also know your limits. Consistent posting is not a bad thing, but spamming your members is never a good thing either. So, be consistent but not pushy. You don't want your members to turn off their group notification button, do you?

Don't Veer Off Your Topic

Keep in mind your objective and main content. Don’t veer off the other way and discourage your followers. Whatever your brand is all about, stick to that. Going off-brand would surely boggle your followers.

Maximize the "About" Section

The "About" section can be found on the top-left portion of the Group page. Write down the most interesting facts about your brand here, and explain what makes your group a great one. You may elaborate on your group purpose in this section. Remember, you only have 3,000 characters to use, so make sure to use them wisely.

Share Your Group Link

If your brand has a website or other social media accounts, you may post your group link there. This would inform your other followers of your new platform and get them interested in joining.

How Can I Improve My Facebook Group?

Business groups should not always be in public. Sometimes, customers need a feeling of exclusivity.
Any business can choose a Facebook group strategy for improvement and growth. You can source from different websites and people, or make one yourself. Regardless of where you got it from, keeping a record of varying strategies for improvement is necessary if you want to become a top-tiered Facebook Group marketing strategist. These strategies vary from time to time. You can’t assume that whatever worked for a particular brand at a certain time would work for your brand now. It also wouldn't be safe to believe that strategies don't evolve. Strategies of the past might work today, but there sure are novel ones. Hence, you should know what to do if you were to make it this 2020. Before moving forward, let’s take a trip down memory lane and see how Facebook groups for business 2019. Here are things worth noting.

Optimize the Group's Profile

You shouldn't lose sight of your aim to entice and arouse your viewers' interest. One way to do it is to fill out all aspects of your group profile. Imagine seeing a half-filled or empty profile; would you be enticed? I doubt so too. It’s imperative to show your followers that your group is worth following and spending their time with. Thus, fill out all the necessary information. Choose a great profile picture and header, be witty with your bio, and elaborate on your "About" section.

Foster a Spirit of Community

For you to do so, you must strive to be an engaging brand owner. Don’t let your followers feel disconnected and confused. It’s more challenging to create a sense of community on your websites and other regular social platforms; so, don’t waste your chance on Facebook groups. Facebook’s algorithm places optimum importance on community connection, and this should give you ample reason to encourage your followers to engage and be part of your wonderful community.

Be Particularly Exclusive

Don't get us wrong; there’s no harm in setting your group's privacy into a public community. However, you might want your followers to feel relevant or special by allowing them to experience exclusivity. It would be a thrill on their part to know specific brand deals and promotions exclusive for them only. Now that our substantial voyage down memory lane has been concluded let’s transport ourselves to the present and see how Facebook group marketing can be aced this year.

Facebook Group Marketing 2020

Although you may have thought that 2020 isn't a year of beaming opportunities, possibilities have opened within this vast global village we’re in. One opportunity is marketing your brands virtually. With that, let’s arm ourselves with fool-proof hacks and tips to improve our groups this year.

Define Your Target Audience

Before you could engage with your audience and foster a community, you need to ask yourself what kind of audience you want to impress and nurture into your community. Specifically, ask yourself these questions:
  • How old are my target followers?
  • What kind of jobs do they have?
  • Where do they live?
  • How often and when do they surf Facebook?
  • What are their most common challenges?
Once you’d have a more precise answer to these questions, you’d most likely have a better picture of what your target audience would be like and what kind of content satisfies them most.

Apply the Rule of Thirds

Like photography, social media has its own rule of thirds. This rule sets the ground for a good mixture of promotional posts and valuable content. The rule states that:
  • One-third of your group's content is obliged to share stories and ideas;
  • Another one-third must involve personal interaction with your followers or members;
  • And the last third should promote the products or services you offer.
This rule’s motive is to present more sensible interaction rather than just pure promotion to keep the followers engaged.

Set a Schedule

General Statistics on the Best Times to Post on Facebook | Source: Sprout Social
One secret to social media marketing success is knowing when and how often you should post. The moment you get a good grasp of your audience and the kind of lifestyle they have, you know when to catch their schedule. If your target followers are university students, you’ll make it a point to post after their classes end. The bottom line is you have to set a schedule according to your followers' convenience to keep them on track, or you’d lose them gradually.

Track, Assess, and Refine

Entering Facebook group marketing isn't a one-time task. Once you dive in, you must dive deep in full gear, or you’d end up drowning. Diving deep is going beyond the superficial. If you want to be successful, you mustn't be satisfied with just posting great content and gathering hundreds to thousands of followers. Once you’ve posted your content, interacted with your followers, and drive traffic to your group, it should be your next priority to keep track of any progress or lack thereof. After tracking your data, assess whether you’re soaring or plummeting. Evaluate whether you’re losing or gaining followers. Most importantly, check if your followers are engaging with your brand, and if more people are hopping off the boat. A good marketer always evaluates traffic and measures reach. Without the necessary assessment and evaluation, you wouldn't know which aspects would need refinement. And without refinement, your group would go dull and lifeless.

4 Best Facebook Groups to Advertise

There are some Facebook groups worth acclaiming, emulating, and advertising. Here are our four best picks:
  • Instant Pot Community - A food and cooking group with 2.5 million members and 267,000 followers.
  • Elementor - A WordPress plugin with an average engagement of 4,000 posts every single month.
  • MobileMonkey Island - A chatbot marketing group whose number of followers has surpassed that of their business page.
  • Tasty Community - A global community of people who share an interest and love for Tasty and food. Here, they share recipes and cooking tips.

The Takeaway

Any marketing endeavor would require patience, determination, and a great spice of creativity.
At this point, you may ask, “are Facebook groups worth it?” Improving your Facebook group doesn't happen in a blink of an eye, so don't beat yourself to it. Be patient; Facebook group marketing is worth it indeed. Take it little by little; one strategy at a time. Once you’ve learned to rock your boat, you'd eventually learn to ride the waves. Want to maximize your social media marketing experience? Read our guide on “Social Media Advertising Campaigns: Definition, Examples, and Strategies.”
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