Are you interacting with your super-fans on Facebook? Facebook has evolved to focus much more on building communities, and Facebook Groups are the natural tool for forging those kinds of connections. One billion people already belong to Facebook groups. People who love a brand want opportunities to get more interactive than is currently possibly through a Facebook Page, and that’s why your business needs to use Facebook Groups. Facebook has recently made is easier for businesses to create their own Facebook groups. Groups for Pages allows businesses to set up groups centered around your super-fans. These super-fans, or extra-keen brand loyalists, are a group any business should be looking to target. A group gives those fans a chance to interact not only with each other but with your brand. Groups create a powerful community where members forge meaningful connections with your business.
Facebook Groups are More Personal
If you created a Facebook page expecting it to be a goldmine of engagement, referral traffic, and sales, but were then disappointed, you aren’t alone. The majority of Facebook business pages lack the type of engagement desired. Page owners know that likes and comments fuel engagement and discussion. But that’s exactly why you need a Facebook Group. Many users view a group as less intimidating as a Facebook business page and are more likely to jump into the conversation. Groups allow for conversation to become more personal, and a barrier is removed. Suddenly you are the face behind a group, not a company name and logo. Consumers want to engage with a person, not a company.
Ways to Use Facebook Groups
Make your Facebook Group part of your Facebook marketing strategy. From promoting events to driving focused to a call to action there are many ways to use Facebook groups for marketing.
In a group you have the ability to pin a post to the top of the discussion. This is the ideal place to put a call to action. You are guaranteed that group members will see it. Make sure not to post something that feels too spammy, but something like an invitation to join your newsletter could be perfect. Not every group member is going to respond to your call to action, but if you are offering something of value you will see group members join that want to receive your content.
Groups are a great place to announce events or offers. For events, those who attend the activities will likely use the group to network before the event and share photos and experiences after the event. Sharing new offers in the group is a great way to reward your customers with a special deal. Then you can use the group to follow-up with customers and help them if they have questions about their purchase. Groups allow customers to share experiences and ask questions.
You may want to consider using your group to provide customer service. You could follow-up with your customers and see if they need help or have any questions. This might also be helpful for other followers who have similar questions. You want to create a place where customers can come to ask questions without feeling embarrassed.
In order to get the best results from your Facebook group you need to build trust. Without trust you won’t have a highly engaged group. Without a highly engaged group you won’t drive interest to your call to action and the offers you announce won’t be well received. To build trust in your Facebook group you have to provide value. Actions like sharing first-hand experience and answering questions can help build trust and strengthen the relationship between you, your group members, and your business. Consider holding a question-and-answer session or creating exclusive content just for your group to add value.
Facebook Groups Are Beneficial For Your Business
Facebook groups provide a direct line of communication between you and your target audience. In your group you can ask questions and get feedback on your products. In fact, your Facebook group is a great place to get honest feedback on new ideas or improve your current service or product.
One way to elicit feedback from your group is to create a poll. By creating a poll you can receive feedback on any subject matter or question you might have. Polls can benefit any type of business, from consumer brands to B2B businesses. Polls can also be the start for a longer conversation. Whether you are asking and a product concept or customer experiences, it’s a source for honest feedback. Group members are your target audience, which makes them the perfect niche group for valuable feedback.
Create a group that is generous with their advice by offering helpful advice and encouraging other members to do the same. Also, make sure that you are responding to complaints or questions within 24 hours maximum. Always respond personally and thank the customer for asking a question or alerting you to an issue. Then reassure them that you are working on a resolution.
Facebook Groups Build Community
As you are building your Facebook group one important thing to keep in mind is keeping your group spam-free. Spam can be one of the most off-putting things about Facebook groups, and it is the admin’s responsibility to monitor the content appearing in the group. It’s also your job to set and enforce the group rules. The best way to do this is to create a group rules document and upload it to the files section of your group. Make sure group members are aware of the group rules by featuring them in your group discussion.
One of the biggest, and most obvious, benefits to having your own Facebook group is that you can control the content and what you post to your followers. Groups create a powerful community where members forge meaningful connections with your business, which is why your business needs to use Facebook Groups. Remember that people join groups for interesting discussions as well as industry news and updates.
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