How to Leverage a Facebook Group for Digital Marketing
Today, over 500 million people worldwide use Facebook Groups regularly, with hundreds of new groups launched every single day. Did you know that one Facebook user may be a part of up to 6000 different groups?
While keeping a Facebook Page has become as necessary as breathing for most businesses, few organizations grasp and make use of the abundance of marketing opportunities offered by other strong Facebook tool groups.
Facebook Group vs. Facebook Page
Groups are organizations. They can be a competent addition to your Facebook Page, but they will never be a replacement for it. A Facebook Page is like handing your business cards to consumers, but a Facebook Group is more like having a drink with them. Groups function similarly to discussion forums in that members may actively develop group content by asking questions, posting about events, following discussions, sharing photographs, links, and so on. Group membership can fulfill some users' social image necessities (for instance –, if you define a particular industry, you are presumed to be seen in specific groups); they provide uniqueness and affection. Thus, the relationship you build with your viewing public through a group is much more personal and possibly longer.
1. The Established Authority
The purpose of a Facebook Group is not to market your material but to create a community and provide value to your customers and prospects. People join groups to engage in interesting and relevant (to them!) topics, not to be marketed. Make a group to discuss anything relating to your business or specialty, invite influencers, exchange knowledge, solve issues, and give value. People will reward you with a lot of love and engagement. Change your perspective here; look at the group offered through the eyes of your target buyer. Don't market your company or brand name, but rather the value and perks offered only to club members.
2. Test Content
You comprehend how they say, "When in doubt, test it out?" While your group's primary goal is to promote debate among your target demographic, you may leverage its potential to test new content ideas before they reach a larger playing field. Even if your new concept receives minimal criticism and generates little activity, you are still on the winning side since your Page reach remains untapped.
You may also get fresh blog posts and social media postings from other users' discussions and comments. Keep a close eye on the type of material that creates the most interactions in the group and use this knowledge to your Page.
3. Get Real Customer Insight
How can you effectively build a product or service that meets your customer's demands if you don't know what those needs are? Instead of guessing, ask, and your rivals do not. Facebook Groups allow you to communicate directly with a certain group of individuals, and if your "set" consists primarily of your consumers, you're set. Here's a good example of TEDx organizers soliciting input and gaining genuine consumer insight through a question posed in the Group
4. Provide A Superior Customer Service
Eighty percent of US consumers are willing to pay extra for a product or service in exchange for a better customer experience. This demonstrates the significance of strong customer service. There are several methods to provide excellent customer service on Facebook, but one that should be considered is creating a specialized group for client queries. Why? First, since, likely, your rivals haven't done it yet, and second, it can help you give exceptionally responsive customer service.
5. Build Community Around an Event
If you advertise or arrange many events, building a vibrant community around them might be a good idea. Before the event, participants may ask questions and receive support, and afterward, they can share their images and opinions.
6. Appreciate Your Customers
Create a special group for your consumers and brand ambassadors to get closer to them! Allow them to cherish the feeling of community and togetherness to make them feel unique and loved. Golden Tote, for example, formed a Facebook Group solely for customers who have purchased their products.
Last but not Least
How can you know whether your Facebook Group marketing efforts are paying off? You may use an Internet monitoring tool to examine the degree of buzz produced on the web around your brand and expect immediate impacts such as increased sales or a greater customer rotation rate. Are individuals more willing to spread the news about your product or service? Are they favorable or negative about it? Any action made without managing its consequences is the same as taking no action at all.