Organic reach on Facebook has been steadily decreasing in recent years, which is a challenge for all digital marketers. Facebook as a platform has also evolved and changed. Today it’s less of a channel for news and updates from brands and more of a community platform. Around 1.8 billion people globally are members of a Facebook group. They want to discuss, have direct contact with companies and services, exchange experiences and get inspired. For a company, a Facebook group is one of the best ways to build brand awareness and loyalty, connect directly with current customers and become a hub for future customers.
What is a Facebook group?
Facebook groups are social media groups created on Facebook with the purpose of bringing together people with common interests. In other words, it is a place where people can meet new friends and network with other like-minded people or people who like the same things. Facebook groups allow people to share their experiences and spread knowledge. There are two types of Facebook groups – private and public. In a private group, those who wish to join the group need to apply for membership. A public group, on the other hand, is open to everyone. Which type of group is suitable for your company depends on your industry and the intended purpose of the group.
The difference between a company page and a group on Facebook
A Facebook page allows your business to share content for marketing purposes. Groups, on the other hand, are there to create community and conversation between members and for your company’s customer service to answer questions directly or build a community. So which of these two should your business focus on? The simple answer is both – if you have community management capability. The company page acts as a landing page for visitors, while the communities are where you add content that creates engagement. On a page, you can fully control what is shared with your followers, and even sponsor your posts for greater reach. In a group, your fans and customers can make their posts and start discussions – moderated of course.
Benefits of Facebook groups for companies
There are a number of advantages to Facebook Groups that should be considered in any social media strategy – especially if your business doesn’t already have a Facebook Group. Here are some of the benefits of creating a Facebook group for your company:
- A Facebook group allows your company to interact with followers and fans on a personal level, creating a sense of connection. This connection can increase customer loyalty and create a more positive attitude towards the company.
- A Facebook group can create a better understanding of your users’ needs and wants. By engaging them in discussions, you can get valuable feedback on your products and services. This can help your business adapt its marketing strategy and improve its product line.
- Facebook groups can help your business build authority within your industry. For example, you can invite experts in your industry to guest on your group and facilitate questions and answers, or you can regularly create discussion threads around new trends and news. This can further increase your followers’ trust in your business and establish your company’s Facebook group as a knowledge platform for inspiration and insights.
How to succeed with your marketing in Facebook groups
Can your company really benefit from having a Facebook group? It’s important that your users and customers get a lot out of a Facebook group, but it should also be beneficial for you. We list 4 tools to make it easier for your business to succeed with Facebook groups:
- When a company creates a Facebook group, the group represents the company. Therefore, it’s a good idea to create a behavioural policy. The rules can be simple, such as reminding members to keep a positive tone, but they can also mean, for example, that members cannot mention competitors of the company within the group. It is important that your group has a clear purpose and clear rules to avoid spam and your group becoming a platform for other people’s marketing.
- To succeed with a Facebook group, it is important to be active in the group. It’s the company’s job to engage members, make sure they stay on the right topics and are respectful. But while the company has an important role, the members have an even more vital role. So be sure to participate in discussions and be engaged without leading. In the group, the focus should be on the members.
- If your company chooses to create a closed group, it may be useful to ask a number of questions to those applying for membership. This is important to keep spam robots out. It can also be useful if, for example, the group is only for current customers, so you can ask for an email address and then verify that the address is in the customer database. Just make sure you adhere to GDPR-policies.
- Make members feel unique. Why should they be part of the Facebook group if similar content is posted elsewhere? Provide members with value through unique discount codes, priority access to launches, live broadcasts, or maybe they can have a say in the design of a new product. Be creative and find ways to make members feel like they are part of something exclusive.
Summary
In conclusion, Facebook groups are an effective tool for businesses to engage customers and build a community around their brand. By creating engaging content and interacting with customers on a personal level, businesses can increase customer loyalty, improve their products and services, generate leads, and build authority in their industry. If your business doesn’t already have a Facebook group, it’s time to consider creating one. Let us know if we can help!
Sources:
https://blog.hootsuite.com/facebook-groups-business/
https://simplified.com/blog/social-media/facebook-groups-for-business/
https://www.facebook.com/business/help/786348878426465?id=939256796236247
https://www.postplanner.com/use-facebook-groups-for-marketing-business/
