Grow Your Audience With Facebook Groups
There’s a very good chance that you already have a professional or business presence on Facebook. It’s quite likely the single most powerful social media marketing channel available to business owners.
According to the latest statistics posted at the Facebook newsroom:
- 13 billion daily active users on average
- 03 billion mobile daily active users on average
- 71 billion monthly active users
- 57 billion mobile monthly active users
That’s a large audience, and while it presents a ton of opportunity, it can also be difficult to grab and hold onto the attention of your audience. Facebook Groups can be the answer you’ve been looking for.
What Are Facebook Groups?
The best place to go for a quick description about what a Facebook Group is, is Facebook. Here’s how they define groups and differentiate them from Pages:
“Facebook Groups are the place for small group communication and for people to share their common interests and express their opinion. Groups allow people to come together around a common cause, issue or activity to organize, express objectives, discuss issues, post photos and share related content.
When you create a group, you can decide whether to make it publicly available for anyone to join, require administrator approval for members to join or keep it private and by invitation only. Like with Pages, new posts by a group are included in the News Feeds of its members and members can interact and share with one another from the group.”
What does it all mean?
Facebook groups are communities of people who have expressed an interest in participating in conversations or learning more about a specific topic. For example, there can be a Facebook group about writing self-help books or there are Facebook groups that are about fitness, health, religion, parenting, and so on.
You can make a group private, by invitation only, or open where anyone can join. There are benefits to all three options.
Facebook groups provide organic reach and more traffic for your business. While Facebook pages and posts rely completely on the Newsfeed algorithm for organic exposure, Groups sends users a notification whenever someone posts to the Group.
This drives traffic to your posts. It’s a bit like an email list. You have a group of people who have expressed specific interest in your information. When you post new information, they’re notified and can choose to view the post and engage.
That, right there, in a nutshell, is why Facebook groups is a highly effective tool for creating a captive audience. You have their attention and they’ve chosen to receive your posts. However, the power doesn’t stop there. Facebook groups puts you in a prime position to:
- Become an authority in your niche.
- Leverage that authority and position yourself as a problem solver to a focused audience.
- Convert leads and followers to customers.
- Drive traffic to your website or blog.
- Grow your list.
- And much more.
Which brings us to the first question you’ll want to answer…
What is Your Goal for Your Facebook Group?
Before you can create a group and start inviting people and posting, it’s imperative that you have a goal. Beyond growing a captive audience, what do you want to do with that audience? We’ve already hinted at some of the possibilities. You can:
- Strengthen your brand.
- Position yourself as an expert or an authority in your niche.
- Drive traffic to your sales page.
- Drive traffic to your blog or website.
- Build your email list.
- Increase your following on social media.
- You can even use your group to increase engagement with your business.
There’s really no end to the possibilities. So, step back, take a look at your current marketing goals, and explore how a Facebook group might fit into those goals. If your goal is to drive traffic to your sales pages, then your group might focus on providing unique content (only available to your Facebook group members) to make them feel valued.
If your goal is to strengthen your reputation as an authority in your niche, then your group may be a Q&A type group, where you answer questions posed to you regarding your niche topic.
A Question of Options…
Creating a Facebook group isn’t your only option.
You can leverage Facebook groups by joining them.
Head over to Facebook right now and click on “groups”. If you’re logged into Facebook, then you’ll click on “groups” in your left-hand side bar. You can then click on it again in your header and you’ll see a dropdown menu. Click “discover”.
You’ll also notice the option to “Create Group” on the right-hand side of the same page. That will come in handy if you choose to create your own group.
Discover helps you find other groups in your niche. You can join the groups and start engaging with your members. This is a fantastic way to research your audience, and to find out what type of group might have the best value for your audience.
A quick glance at any category, like “Sports” will generate a list of results that Facebook thinks are most relevant to your interests and connections. You can then see a bit of information right up front about the group like the number of members.
You can then join the group and start exploring, engaging, and sharing information about who you are and what you bring to the group. It’s important to keep in mind that any marketing efforts need to be at least 80% value driven content and interaction with 20% or less marketing efforts, which is to say that you should post information most of the time, and only occasionally market your products or services. You’re joining the group to build a captive audience, and you accomplish that by providing value.
There are more avenues to explore. You can, and should, join groups that are relevant to your niche. You can also create your own group.
Creating a Facebook group is a relatively simple marketing tactic that can yield tremendous results. Highly focused groups with specific and specialized content often produce the most loyalty and the most engaged communities. Look at your audience, what type of group and content would they benefit from. Create that group and start engaging.
Get in touch with me to find out more about how Facebook Groups can help you get in front of your audience on social media.