Facebook Groups bring together people that have the same interests. Groups are used for many different purposes such as updates on local community news or the buying and selling of items. However, Facebook Groups can also be valuable to your brand when used to their full potential. In this blog, we discuss some of the benefits of having a Facebook Group.
Beat Facebook’s algorithm
You have most likely noticed that the content at the top of your feed tends to be from friends or groups. This is because a year ago Facebook changed its algorithm to favour posts from friends, families, and Groups. As a result, this has lowered the organic reach of Facebook page posts making it difficult for your organic content to reach a wider audience. However, by creating a Facebook Group you increase the likeliness of members seeing your content, as your posts will be pushed higher up on the feed.
It is important you don’t replace having a Facebook Group with having a page. Users will still go to your page for information on your brand and products.
Build a brand community
Facebook Groups are a great place to encourage interaction and engagement between your brand and customers. This is because Facebook Groups are more focused on creating a community and building a relationship with customers. When a follower posts to your Facebook page it often gets lost in the community tab. However, when users post to a Facebook Group the post stays on the feed where it can easily be seen by others.
Users may feel too intimidated to comment or start conversations on your Facebook page, whereas the casual atmosphere of a Group makes members feel more secure and confident in expressing their opinions and communicating with others. Welcoming members once a week can help support this. Facebook has a built-in welcome message that automatically tags new members for you, making it simple. These posts are the perfect opportunity to encourage new members to share a little about themselves and spark conversation with one another.
Your Group content shouldn’t be heavily focused on your brand and products. Instead, generate conversation about the industry and have content focused on their interests. For example, if you’re a beauty brand, you’ll want to create conversations about beauty tips, tutorials, and wellness, etc.
Create brand ambassadors
Facebook Groups allow you to create a closer and stronger relationship with your customers. To do this, make group members feel special by providing extra value. There is no point in having a Facebook Group to post the same content that you share on your Facebook page. Create exclusive content that only group members receive, whether it be Q&A sessions or the first to find out new information regarding your brand or products.
Reward your Group members, have a competition that is exclusively for them to show your appreciation and value of them. This will also encourage others to join your Group.
Often in a Group, you will find members answering questions others have about your brand and eventually you will see members starting conversations themselves. However, it is still important to frequently engage with members and their comments. They should feel like they are being listened to.
You can utilise Facebook Groups to gain valuable customer insights. Ask your Group members questions about your brand and don’t be afraid to ask for feedback. As mentioned above, generally members feel more confident expressing their opinions in a group. Monitor the discussion on your Group, what topics are members frequently discussing about your brand or industry? This can be used to improve your brand and products.
In conclusion, Facebook Groups should be considered when developing your marketing strategy as they can be of value to your brand. Groups help build a community around your brand by bringing together those that have an interest in your products/services or industry.