Facebook back in 2019 restructured their whole layout, putting groups at the centre of community experience. Three years later group posts are still prioritised on our feeds on the basis that the content is more relevant and specific to the individual’s registered interests. If this is where people are consuming their information, your business content needs to be in these groups right?
Running a group
Running a group can be hard work to start off with, however once they lift off can essentially run themselves. The main purpose of a group is to facilitate a place where like minded people with similar interests can all communicate, engage in discussions and gain valuable insight – whether it be in the form of entertainment, education or even support;
This in turn generates a place for people to contribute with their opinions and experiences which are of huge value for business’ after market research or user generated content!
If your business touches on topics your customers can actively discuss with each other (and your target audience is on Facebook) a group could be fantastic for your business. Key things to bare in mind are:
- Do you already have a decent following? You can invite these people to join the group and they can invite their connections to grow the community, a group is fairly useless without members who will use it – it is for them.
- A group is not a place to force your products on people and sell.
- A group needs to be of value and have purpose to its members for them to want to join & stay.
An example of a business utilising groups successfully
VShred – a fitness company offering training and nutritional plans.
Vshred has a closed group exclusive for people who have subscribed to their plan, this is controlled by a series of admins who vet the member requests to ensure only their customers are let in. In this particular case, it is an all women’s group.
What Vshred has done here is facilitated a safe space for its subscribers to communicate with each other and support each other through their fitness journey (all over the world!!🌎). For example, people share weight loss transitions from sticking to their plans (fantastic testament to the service/product), words of encouragement for support and advice – people feel comfortable enough to post their questions and welcome everyone’s opinion from their own personal experiences to help.
This is an awesome use of a group for business community and support 💪
Being a member of a group
As people are using groups for sources of information, being an active contributor in a relevant group can be excellent exposure.
For example if you provide a product/service to a local town or county, we would put money on it that there is a Facebook group for that local community.
By being an active member in this local group you can indirectly and subtly network, people may be directly asking ‘Can anyone recommend a decent plumber?’ for instance in which you could then offer to give them a call and post your number or even send them a private message.
There are also groups that allow you to post your deals and offers as a local business community – do just bear in mind who you’re targeting as this will mostly be seen by other businesses.
Hands down the best way to leverage a Facebook group is to add value to the other members in the group and listen. Share your advice on the relevant topic, help people asking questions where you can, be friendly and approachable! People will recognise you and start to see you as a trustworthy source which could later down the line translate into a new customer if they end up requiring your product/service.