If you are on Facebook, you most likely belong to at least one Facebook group. Overall, there are over a billion active users that are a part of these groups. As of recent, Facebook has been putting attention on groups and they have made great improvements by adding some new features. You can now create linked groups, add membership questions and you can also post to a group as a page and not just an individual.
With that being said, it is time to talk about creating a Facebook group for your business if you do not already have one. They are a great way for brands to connect on a more personal level with current and potential customers. There is also great value to be found in the community building aspect that comes from creating a group around your brand. Customers are able to interact with one another and share questions and stories.
Below are steps to help you build a Facebook group for your business:
1. Determine what your goals are for your group
Before you start a group, give thought to the purpose behind it. Will this be a place for customers to come and ask questions or a place for customers to discuss things with other customers? Whichever you choose, it will be a great place to get feedback for your business.
Next, you need to come up with a group name and decide on what you want your privacy settings to be. You can choose to make the group public where anyone can join. You can also make it a closed group where you choose who you let into the group. There is also a setting where you can make the group “secret” which means it will not show up in search results and an invitation is required in order to join.
2. Get members to join
Once you get your group set up, it is time to start getting members to join. There are a few ways to achieve this. If you have a Facebook business page (which you should), you can announce it there. You can also send out an email to your database of customers encouraging them to join your group. Even as the number of members goes up, you should continue to promote it on a regular basis. Word of mouth always goes a long way so don’t forget to ask your members to invite their friends to join the group. One thing to keep in mind, though, is you want to make sure those you are inviting to join your group match your target audience.
3. Set up group rules
As you start to grow your group, along come interactions among the members. Before this all happens, you need to put together the guidelines for the group. Give thought as to whether you would want to allow people to advertise their business within the group. Some groups do allow this but usually only allow a certain number of times and only certain days of the week. You will also need to decide whether you will be moderating posts before they go live or just allow people to post whenever they want. One thing to remember is that when people join a group, they are not interested in lots of promotional posts or spam. So these group rules are very important to the success of your group. If you are having trouble coming up with guidelines, think about what you like or dislike about the groups that you are already a part of.
4. Come up with unique content for your group
Just like your Facebook business page, you need to come up with a content calendar for your group. The posts need to be consistent and of value to your members. Bonus tip: this content should not be content that they are seeing on any of your other social accounts. Be sure to ask questions and encourage discussion whenever you can. In an effort to save time, schedule your posts out as far as you can. Autogrammer is a great tool for this.
5. Rally some group leaders
In order to avoid being the only one posting in your group, try to reach out to a few members and recruit them as group leaders. Find out what their hoping to get from the group and encourage them to start conversations and ask questions. This will help get the ball rolling for others to join in the conversation too.
6. Check in everyday with your group
Growing a successful Facebook group takes time and effort on your part. Scheduling out your posts is a great strategy to free up your time but even still, you need to be monitoring your group everyday. It is essential that when people are posting comments or asking questions, you are promptly responding. Also, do not forget to like other people’s posts. This all helps foster a connection with your brand and among the members of your group.
7. Check your insights
Once your group is up and running, your job is not finished. You need to regularly check in on its progress. Facebook Group Insights is a great tool that helps you to see how your group is growing. Look into which posts garnered the most engagement and keep more of that coming. You should also take the time to study the demographics of the group. This will help you come up with more tailored content to post.
8. Host regular events
Coming up with events on a regular basis is a great way to encourage members to participate in the group. Some ideas for events include:
Events can include:
- Conversation threads led by the group leader
- Content sharing opportunities for those in the group
- Twitter chats
- Facebook Live Q&A sessions
9. Create a landing page for your group to help grow your email list
Take the opportunity to grow your email list by creating a landing page for your group. The landing page should have the following details:
1. The name of your group
2. The benefits of joining
3. Include an “I Want To Join” button
You now can put the link to the landing page in your group description as well as your pinned post. Be clear that they are not officially a part of the group until they sign up to be on your email list.
10. Get organic testimonials
When it comes to testimonials, people put much more faith in those that come from actual people than claims made by a company. If you find yourself dealing with someone one on one and it’s a positive experience, ask if they are willing to post a testimonial to your pag. If you have a promotional offering coming up, try reaching out to past customers and ask them to post some positive comments about your offering. You can use those comments as a part of the emails you send to your database.