In the last two posts, we looked at the importance of Facebook groups for business and how you can start marketing your brand in Groups. Specifically, we dived down into how to select the right Facebook groups and the type of content you should share to build trust among your prospects.
Today, we are wrapping up this Facebook post series with 3 ways in which you can use Groups for your business. When you have a content strategy for your Facebook group marketing effort, things become easier on different fronts. Let’s check how to use Facebook Groups to market a small business.
1. Take advantage of stakeholder teams
Whether you have a small or medium sized business, you probably have more than one person marketing your business on social media. For many small businesses, prospective customers are on Facebook. Therefore, it makes sense to spend more time on the social network building your brand.
My client Shelly from Nurselly sells digital stethoscopes and wanted to branch out and increase her business’ presence on social media. I immediately suggested that she concentrates on Facebook as that is where most of her customers have.
But before you reach out to prospects, perhaps you should get everyone in your team onboard on Groups. You can use Groups for internal business purposes. For example, you may opt to use a group as a collaboration platform for your team. Imagine Groups as a private place for collaboration and project management. For instance, you create a group for your team to:
- Discuss ideas found online to implement in your marketing
- Share status and progress of current projects
- Rely customer service requirements so that appropriate managers contact can respond
- Release specific messages or graphics for managers in multiple locations to share within their own networks.
Nearly everyone is familiar with Facebook and your employees can easily start collaborating in Facebook groups. Using Groups can help save on email and members can search conversations for future reference.
2. Improve engagement among prospects
Most people will “like” your Facebook page to get information on discounts and special offers. You can reward these super-fans with personal attention to get them talking more about your brand.
Create a special group for your loyal fans, where they can become a happy family. Let the fans share in a personal way with each other as well as talk about their experiences with your product or service. You can also let members of the fan group share photos, videos or tips on using your products.
Creating such a group can help your super engaged fans to become brand ambassadors. These ambassadors can be crucial sources of information for your business. For example, they can help you:
- Gauge potential successes of future product launches
- Help you become aware of new competitors
- Help you discover avenues for marketing your product or service
- Help you discover other interests you can consider when targeting advertisements.
Make these members of the group feel special from time to time. For example, you can invite them to exclusive webinars, or offer coupons or prizes exclusive to them.
Having an exclusive Facebook group will give you the power to communicate with a select group of ambassadors or customers to know more about your market and offers. Your aim with this group shouldn’t be to make it the largest. You only want people that are enthusiastic about your product.
Group moderators should be in place to screen members before allowing them to join. The moderators themselves should be trustworthy.
You can use this group of super engaged fans as your ears and eyes on the ground. Rather than trying to guess what the conditions in your industry are like or what people think of your offers, why not get it from the horse’s mouth from these fans?
3. Generate leads for your Business
You can also use Facebook groups for lead generation purposes. Here, you want to join a number of groups that are relevant to your industry and start participating in discussions. When people see you are providing value in the group, they may want to add you or check out your profile.
Here is where the kicker comes in.
On your profile, have links to your website or the product you are promoting. Don’t sell anything in the groups. Let your discussions lead people to your profile, where you have link to whatever you are promoting.
Of course, the discussions you are participating in should be relevant to the links on your profile. The traffic coming from the groups is likely to be highly relevant and can help you get more leads and new customers.
Setting up Your Facebook Group for Business
You should have a policy regarding your Facebook Group for business. For example, you should determine beforehand whether everyone should be able to join you group or if you only want select users.
Also, keep in mind that Facebook is a large and active platform. Therefore, you should be wary of security issues. Anything related to customers’ passwords or sensitive data should not be shared in the groups. Rather, use other more secure channels such as telephone or email when relying information containing personal data.
When setting your Facebook group, you will have an option to decide whether you want the group to be Open, Closed or Secret. This is what the options provide:
- Open. With this option selected, the comments and interactions of members can be seen all around Facebook, even by people that are not members of the group. Anyone can find the group by searching it on Facebook.
Creating an “Open” group will work if you are looking to build awareness of your company or product fast. However, keeping the group Open may limit discussions or interactions between members. When someone comments in an Open group, the activity will be visible on the timelines of his or her friends. Some people don’t like their activity being broadcast all over.
- Closed. With this option, only members of the group can see the information and interaction within. Other Facebook members can search and find the group, and request to join.
- Secret. This option also only allows members of the group to see the information or interaction within. However, other Facebook members cannot find the group on Facebook by searching for it. Only people with a direct link to the group can access it.
TIP: The Secret option is best for leads that are ready to be closed or for existing customers.
Facebook groups are one of the many social media marketing options you can use to market your business. Understand your customers and providing them with value is the building block of any successful social media marketing campaign.
Sources Mentioned: https://www.nurselly.com/electronic-stethoscope-review