Are Facebook Groups A Good Marketing Strategy For You?
As Facebook algorithms make it more difficult for fans of your business page to see your posts without paying for ads, many business owners have started Facebook Groups related to their business.This can work really well for certain types of businesses, but as Facebook-land is getting more and more saturated with groups, marketers are also starting to notice the engagement in their groups is also decreasing. Read on to see if Facebook Groups Are A Good Marketing Strategy For You?
Your product or service is a resource for your ideal client’s pain point
When I look at my own usage for groups that I’m a member of. I participate when I am looking to alleviate pain or get answers to questions. For example, I’m in our school PTSA Facebook Group and if I’m wondering when a specific event is happening, I’ll check into the group. And usually my question gets answered quickly.
Members of your group have a common interest in your product or service
A group that is doing a great job of this, is the Seattle Mom Owned Business Group which is administered by Tracey Warren of InSpark Coworking. Members of the group are in the greater Seattle area and moms (for the most part) – so we all have some common ground. So, if someone posts a question about backup nanny services or an issue relating to juggling motherhood and business – many people can chime in and respond.
Your intention is to create community with the group
While many start groups to have an additional way to market to their target audience, the #1 service that will make your group successful in terms of community and engagement is by creating community. What is does community mean in a Facebook Group?
- Members will chime in by asking and answering questions, not solely relying on the group admins.
- Members may have reason to ultimately meet in person, to further develop the relationship
- The group becomes a safe place to get vulnerable and is used frequently by members as a resource.
You put the needs of the group above marketing or selling your services
Many social media marketers subscribe to the 80/20 rule. Post useful, helpful valuable information or request input related to the mission of the group approximately 80% of the time. It’s OK to let the members know when you have a new product or offer, but if that is primarily what members hear about in your group, they’ll quickly tune you out and your group will quickly become unengaged.
This mistake happens frequently when people add their friends in one big sweep to their group without asking if they are interested in it. Always, Always, Always invite people to your group. Don’t add without permission, you’ll lose friends and potential customers. We talk more about this in depth in this post: http://businessamongmoms.com/2015/02/19/use-facebook-groups-effectively/
After a brief trial of hosting a free Facebook group for followers of Business Among Moms Facebook Page, we decided to provide awesome content, conversations and connections in the local and national groups for our member community.
Do you host a Facebook Group as part of your marketing strategy? I’d love to hear how it works for you. Please feel free to share in the comments below.