Facebook Group Marketing: Content Strategy

facebook-group-marketing

Last week, we looked at how to get started with Facebook marketing. If you haven’t read the post, I recommend you do so before continuing with today’s post.

In summary, we looked at:

  • How to find the right Facebook groups for your business
  • Determining which groups to join
  • And, starting your own group

At this point, I assume you have joined some groups and are ready to get started with generating traffic or leads to your website.

There is one simple secret to getting leads on Facebook groups. It’s so simple but most people do not put it into action. However, if follow the secret, you will get noticed and other group members will start trusting you. And with trust, getting leads becomes easy.

The secret to getting leads is: be helpful.

That is all you need. If you are helpful in the groups, other group members will start liking you. Soon, they will be asking you for advice on what to do.

Before you start posting or asking questions, scan the questions in the groups to determine what people are interested in. Make a quick note on the types of questions asked or information shared in the groups and determine the following:

  • What kinds of topics are being discussed in the groups?
  • What skill level do majority of the group members seem to have?
  • What are the common problems that members of the group have as can be determined from their questions?
  • What other information that is not related to the niche of the group is shared?

You should note down this information, preferably in your favorite spreadsheet. When researching information in the group, stick to those shared within the last 3 months. Depending on your niche, you may find that questions asked more than three months ago may still be relevant.

After answering the above four questions, it’s time to create a content strategy for your group lead generation efforts.

Creating a Content Strategy for Facebook Groups

Creating a Facebook content strategy is similar to creating a general online marketing strategy. The strategy should include content creation, promotion and measurement. Let’s go through these three basics of content strategy.

Content Creation

Creating Facebook content is easy when you know what the group members are interested in. You can create and post different types of content. Examples of content you can post include:

  • Snippets of important going-ons in your industry
  • Videos and/images content
  • Website links to important information
  • Industry statistics or research information
  • Questions or trivia in your industry
  • Case studies on different topics
  • Round ups or list posts of important links in your industry

You can use the existing content in the groups as a guide to content creation that will lead to high engagement and recognition.

Here is how you can expand your Facebook group content marketing:

i) High-Engagement Posts

Check the content posted in the group. Those that recorded the highest engagement in terms of likes, shares and comments are likely to have resonated well with the members. Copy down the posts and note the main topics they were about. The posts should give you ideas on topics that are likely to result in the best engagement with the group members.

fb-group-engagement

ii) Case Studies

People love case studies, whether you are sharing them on your blog or Facebook group. Share a few case studies to provide a point. If you have written the case study on your blog, summarize it in the Facebook group and leave a link to the full post on your blog. This is a good way to bait targeted traffic from the group to your blog.

iii) Cross Promotion

Since the groups you joined are likely to be similar in terms of niche and audience preferences, you can share the same content across different groups. Contents like round up posts, case studies, photos and industry questions are bound to be well received in the various niche groups where you are a member.

iv) Build your List

Make a free resource such as an eBook or video and invite group members to opting to your list to get the content. Before you create the resource, make sure you have started to build a rapport on the groups. You will know you are building rapport when your posts get high engagement both in terms of likes and comments.

Content Promotion

The second step in your Facebook content marketing strategy is promotion. Now, creating content on the groups is not the same like on blogs. This is because the posts on groups are not searchable in a way that keywords are searchable in search engines.

To find a post, a user will have to scroll down past other posts up to the one he or she wants. However, there are some ways in which you can promote your content and make it more visible on Facebook groups.

The first thing is to make sure you post the right content. We have covered the types of contentin the previous point. Now, to improve engagement, you want the post to be visible on the group. Here are some tips to make your posts visible:

i) Post when most people are active in the group

In some groups, people are active during the morning hours while for others, late evenings record the highest number of people. Experiment with a few posts to determine the best times to post. You can also check the posts that have recently attracted more engagement and find out when they were posted. This will give you an idea on the best time to post.

ii) Ask an open-ended question

Engage other group members by ending your posts with a question. People love giving advice of their views on different topics. Give your opinion and then ask members to contribute to the discussion. Another option would be to ask questions using the Question feature in groups. To get more relevant answers, set the answers that members must select if they wish to answer the question.

open-ended-questions

iii) Link to previous posts in the group

Link to previous posts that you have contributed in the group. Make the conversation flow and highlight your previous posts by linking to them. When you link to previous posts, members that may have skipped the post may click to view it, hence increasing its visibility.

Note: Linking should only be done if the post you want to link to is relevant to the discussion you have.

iv) Tag influential members in your posts

When you create a post, request the input of a few reputable members by tagging them in the posts. Ideally, these members should be leaders in the industry and active on the group. For example, if you tag a member with 1000 friends, it is likely the person’s friends will be notified when he or she comments on the post you’ve made in the group.

Content Measuring

The final part of your  Facebook group content marketing strategy should be to measure the impact of your content. You can measure different metrics to find out whether your content is resonating well with the members of the group and helping your business in the long run. Here are some metrics you can measure:

i) Engagement. Find out whether you comments or posts are getting Likes and Shares. This is usually a sign that members are interested in the content. Apart from this, find which type of posts are leading to the highest engagement.

ii) Traffic. Check how much traffic is being driven from Facebook groups to your website or optin page. Set up your analytics programs to find the sources of traffic to your website.

iii) Leads. Determine how many leads you are getting from  the Facebook groups. You can set up a separate landing page to target Facebook group traffic and measure the leads. Alternatively, you can provide specific offers to members of the Facebook groups where you are a member.

The above is an overview of how you can create a content strategy for Facebook group marketing. Are you using Facebook groups for marketing? Let me know what kind of success you are having.

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