How To Create A Better Facebook Group For Your Business

If you’re running a Facebook page for your business, you’ve probably noticed that page engagement just isn’t what it used to be. And that’s for good reason: Facebook updated its algorithm in 2018 to prioritize users’ friends, family, and groups over branded content. 

That means Facebook has become a pay-to-play environment—and many brands are happy to pay for ads. But what do you do if you’re a small business that can’t afford to spend a fortune on ads? 

Fortunately, you can still get amazing reach on Facebook but it’s about having the right strategy.

Namely, you’ve got to stop prioritizing your Facebook page and instead focus on maintaining a Facebook group.

In the age of organic reach, groups give you a private area to chat with your potential customers.

It’s the perfect tonic for a jaded online audience that’s craving real connection and brands that they can trust. 

 

Why Facebook Groups? 

But why focus on Facebook groups at all? Why not Instagram, Twitter, or TikTok? I love these other platforms (maybe not TikTok so much), but nothing comes close to the engagement and connection you can get in a Facebook group.

This private community is unique to your brand and customers, giving you plenty of opportunities for interaction. 

Customers are wary of brands.

You can’t go in with a hard sell in 2020; that’s a recipe for losing customers. You’ve got to build trust with customers before you cna ask them to buy from you.

Facebook groups are great because they:

• Encourage customer loyalty. 
• Help you “beat” the Facebook algorithm by encouraging engagement. 
• Get way more engagement than a Facebook page. 

Your primary focus should be to build a community through Facebook groups. Promoting your business and boosting sales is definitely a goal, but it can’t be your primary motivator.

The buyer’s journey is long and complex today: you have to invest in customer relationships now if you want them to buy later. 

 

4 tips to run a better Facebook Group

It takes effort to build a thriving Facebook group, but if you invest in the group, it will invest in you. Try these 4 tactics to run a better (and more profitable) Facebook group for your business. 

Greet Your Members

Treat your Facebook group as a physical space. You would greet someone if they walk into your lobby, wouldn’t you? Do the same here! Every week, at a minimum, greet your newest group members. Be sure to tag them in a post that welcomes them to the group.

Add extra value to your message, inviting the newbies to introduce themselves or by sharing a value filled freebie.

Share Interactive Posts

If you want to see engagement in your Facebook group (and you definitely do), you’ve got to share content that encourages interaction in the first place.

Now isn’t the time to share spammy links about your products. 

Instead, share interactive content that’s relevant to your industry, brand, or product. Consider sharing content like:

• Polls
• Surveys
• Quizzes
• Open-ended questions

Remember, keep it at least a little relevant to your industry. Don’t ask people what their favorite pizza topping is if you’re in the shoe business.

Keep your posts relevant so you can grow your business while building a community. 

Embrace Video

Facebook predicts that it will become a video-only platform by 2021. That’s only a year away, which means you’ve got to embrace video, stat!

Video isn’t the next frontier of marketing anymore; it’s the present. If you aren’t adding video content to your Facebook group, you’re falling behind. 

Your customers prefer video anyway, and it’s the perfect replacement for chatting with them in person.

Consider going live in your Facebook group. A live stream is a perfect way to sit down and have an informal chat with group members.

If that sounds too intimidating, you can also host a Facebook Watch Party. Share a video with your group and watch it together. Think of this as a digital version of going to your friend’s house to watch a movie. 

Be Available

Facebook groups are great for ROI, but they do require some work. If you’re putting all this effort into writing interactive content and hosting live streams, be sure to engage back with your customers.

When you reply to comments and tag fellow members, you’re encouraging responses. This also creates a two-way dialogue with group members that builds a relationship. 

You don’t need to live in your Facebook group, but you should check it at least once a day. Reply to comments within 24 hours; if your audience doesn’t hear back from you, they’ll stop engaging entirely!

The Bottom Line

Facebook doesn’t have to be complicated. Instead of pumping all of your marketing dollars into Facebook Ads, try going back to the basics!

Follow these 4 tips to grow a thriving Facebook group that encourages loyalty, starts conversations, and builds relationships.