Everyone belongs to at least one Facebook group or the other these days. So, it’s a good time to grab this opportunity to leverage your marketing strategies. You can’t count on the organic reach anymore because the updated algorithm only supports community and conversation building over passive consumption. This forces a fundamental shift from how campaigns were carried out and content were generated in the early days. Creating Facebook groups with customers and engaging regularly is one way to connect with the Facebook audience without shelling out too much money.
Here are few tips that could help you with marketing on Facebook groups.
#1. Determine a goal
What do you intend to take away from this group? How is your brand going to benefit from this group? By answering these questions, you’ll find a way to discover the purpose of creating a group. It could be to improve brand awareness; to deepen the connection with the audience who are aware of your brand or product; or establish a connection with people who’re already your customers. Have measurable and attainable goals to achieve through the group. For example, the goal for the next quarter could be to increase sales by 20%. And this can be attained through regular posting of quality and relevant content (weekly live broadcasts, current events, run polls, discussions, Q&A) and by encouraging the members to participate in the engagement. A strategy gives you a sense of direction and lets you measure success.
#2. Provide real value for customers
Reward your customers to make them feel special by creating a group exclusively for them. Use the platform to follow up with customers and answer their questions. You can either include a link on you sales page or send an email inviting the customers to join. Provide loyal customers with exclusive deals, reveals and content to offer them real, on-going value. Keep in mind not to spam the group with self-serving branded content. Focus on generating premium content and give the members a reason to stay.
#3. Make selling look less bothersome
Nobody wants to be part of a sales forum. The minute you put your salesman cap on, you’ll lose members left, right and center. The group should ideally be a dais that boosts brand-customer communication. It should drive meaningful conversations, serve the benefit of being part of a group, offer help when a need is being addressed and emit zero pressure. You can host weekly or monthly conversations starters to keep the momentum going. You can brand these with your own name and crowd-sourced future topics to produce more customer discussions.
#4. Let the customer speak
You shouldn’t always be the one to lead every conversation in the group. Allow the customers to talk about topics they’re passionate about. You can take a backseat if the conversation is going strong and doesn’t need interference. But watch out for bad behavior. You should have zero-tolerance for self-promotion, creating links out of the group, copying exclusive content etc.
#5. Respond immediately
Always tend to the members’ needs and queries. Furthermore, cheer the members in the group to take part in discussions about the topic of their interest. Once that’s done, ensure you respond to them within 24 hours. When you fail to respond, the members will lose the will to engage with you and the whole purpose of creating a group will eventually be lost.
#6. Communicate with your ambassadors
Give credits to your biggest fans and build a strong affiliation with them. These top advocates and ambassadors are invaluable. By bringing this lot together into your group, you give them a chance to connect with each other. You could also give them a behind-the-scenes look at your company culture, product or service so they can talk about you to their followers. You can let them test your new products before releasing it to the public, receive feedback and seek their help to promote your products. These influencers can really change the game on social media.
#7. Monetize your Facebook group
If you’re planning to sell from your group, do it from day one. Do not change the tactic after a certain point, because that’s going to draw a lot of hate from the members. Use the group as a part of sales funnel by providing free and valuable content within the group. It could be a regular promotion of an online course, a coaching service or a product. You can also offer free giveaways as incentives. You can also indirectly influence the customer by providing the group as a safe environment to learn and discover. Thereby, you can establish your credibility as an expert in your area. By doing this consistently, the members will eventually reach out to you for consulting or other services.
Having a built-in audience, knowing customers who’re familiar with your brand or product, and being able to establish yourself as an expert are just three good reasons why marketing on a Facebook Group may be right for your business.