Let us do it once again – organic reach is set to be going through rough terrain, and the strategy of pay-to-play is the only opportunity to get higher reach on Facebook.

While paid advertisements are great to engage individuals to an extent, most companies are not capable of creating communities that have ordinary conversations and authentic interactions.

Why? As an engaging social media strategy is no more dependent on just publishing content in the open. Consumers now seek more authentic relations from both their own networks and from the brands they buy.

Join Facebook groups!

Facebook groups encourage real engagement via a community of like-minded individuals who are curious in what the company has to offer. The groups are a great way to develop the customer base, boost existing customers, and set up strategic relationships for businesses.

WHAT DOES IT NECESSARY TO CREATE AND DEVELOP THE FACEBOOK COMMUNITY?

Take a glance at some of the main reasons to start a

Facebook group for the brand:

Mentorship: Individuals who have expertise in the related business field can help and manage users in the Facebook group with the knowledge they have. By creating helpful conversations and understandings for users in the group, it is possible to establish the company as a credible entity.

Building teams: Businesses of all sizes can use Facebook Groups to facilitate brand communications, initiate projects, and make online training. And since everyone is acquainted with Facebook, these groups can produce better results than communicating information over email as well.

Networking options: A business community built using Facebook Group can connect potential customers with current ones and let them communicate over a common subject matter.

A great perk: Group members can obtain the brand information ahead of the normal audience, and this could be utilised to offer pre-order opportunities at special prices for the group members.

A platform for social sharing: Facebook Group communities are the most attractive social sharing platforms where the group members support each other through likes, sharing, endorsement and more. Perfect for small businesses.

Increase engagement: As Facebook Groups are not that much about brand advertisement and more about the individuals behind the company, they deliver ample engagement options and provide a more personal feeling to the members.

Client service: Facebook Groups can be utilised to support customers with their issues when they are communicating with the brand. With more individuals, new inquiries will follow, and this will build even more options for interaction.

Making brand ambassadors: An enthusiastic Facebook Group is home to ambassadors who facilitate the business in their community out of mere loyalty. Every time when there is a new publication in the group, these followers share and retweet it. Develop their loyalty towards the company, and in turn, these ambassadors of a brand will boost the business.

Directing the attention of users: If there is an intention to promote a particular call-to-action it can be done efficiently by pinning a post on Facebook Groups. Nevertheless, it is suggested to utilise this approach in moderation and not pin much promotional content in the Facebook group. The nature of a Facebook Group is to build communities that help make relationships, and these users might quit if a product is forced down their throats via aggressive selling.

In short, Facebook Groups are the ideal close circles of individuals who like to communicate their views and be in touch with like-minded individuals in a community.

 One more option it is possible to accomplish is to pin the group in the tabs to grab the eyes of visitors arriving at the company page. To add the ‘Groups’ in the tab, proceed to Settings > Templates and tabs and switch on the toggle button.

HOW TO BOOST THE FACEBOOK GROUP?

Once the Facebook group is made, it is a moment to share it with the online world. Here are some tips the business would need to develop the Facebook group.

1. Post about it on the Facebook page

It is necessary to kick off the promotions from the business page first. This way, it is possible to draw current followers to join the page. An active page also serves as a credible anchor for individuals who do not notice the group yet. So maintain posting the group updates sometimes on the brand business page.

2. Share the group on other platforms

Why limit Facebook to promotions only? Build the new group announcements to additional social media platforms too.

It is possible to utilise Pinterest to develop the Facebook group by creating a pin graphic or using Twitter to add the group announcement on top. Options are endless, and so are social platforms. Keep in mind that it is better to post about the group once or twice in a month. If it is considered to be overwhelmed in maintaining the social media post rhythm, attempt the social media management instrument. It ensures the companies with social scheduling on 8 social platforms, such as Facebook, LinkedIn, Twitter, Instagram, and Pinterest.

3. Write a blog post about the Facebook group

Adding a blog about the Facebook group is a great option to transfer readers into group members. The company can be successful in converting readers into the group members.

Similar to the blog, it is possible to manage a list of engaged Facebook groups serving to the niche and then add the group to the list as well.

4. Use the email marketing

Do not use only the Facebook group promotion to social marketing channels, utilise the newsletter too. Get into the power of the email list. The probability of individuals adding up to the email list is way more than visitors arriving at the social media pages. Grab such a repository of the target specific audience without knowing about the Facebook group. It can be an email that can be sent to the monthly newsletter subscribers, explaining what they can gain by following the Facebook group.

Places where it is suggested to put the link to the Facebook group

• Website menu

• Top bar hint

• End of the homepage or blog

• Pop-up in Facebook group

It is also possible to encourage individuals to enter the group at the exit of the web page.

5. Promote it using the website

Considering promoting via multiple channels, do not forget the tons of visitors arriving at the brand website on a daily basis. It is one of the simpler ways to inform website visitors and blog readers regarding the group.

Once adding a suitable cover image, team members,  description, 

 and privacy settings are completed, there are specific features it is possible to utilise to add more value for the members and manage the group much better.

1. Turn on mentorship

So, why do individuals add themselves to groups? To join like-minded individuals, to connect with a supportive community and to know something that can be of use to them professionally or personally.

Facebook recognised this need and added a new feature in groups named “ mentorships”. Mentorship permits any member of a group to join and gain one-on-one support via a guided program from another group member, who is a specialist in the required guidance. So, an individual as an admin can make a guided program, depending on the needs of the community and then pair individuals who applied to be a mentor in that particular program. Once you get on the “Add” button, a window will show up asking to select the mentorship category.

To start the mentorship program, go to the group “Settings” and scroll down to choose “ mentorships” in the “ Add extra features” menu. Adding the predefined templates, it is possible to easily make an effective mentorship program for individuals to participate in as a mentor and mentee.

2. Develop learning modules with Units

Go past just making post content for the members with Facebook units. Units in a group let the admin to build and organize wide educational resources in a manner that is easily accessible to members of a group in the crowd of several group posts.

Simply said, it is possible to create an educational course or data, related to the group, that the members can participate in, as if taking an online course. They get in handy when adding a new group member.

It is possible to go as usual as setting modules for group rules or revealing to members how-to guides built on social media marketing. Group units can help the business in

• Developing and training a team of moderators in case of a big group

• Managing content in the group

 So, how to set up a Unit?

Here are some steps to do it:

Add units in the navigation bar of the group: Go to Settings and under the section “Add extra features” choose “ Social learning units”. Now it can be found in the “ Unit” tab appearing at the group’s navigation bar. Course to make the entire module more organized. So if it would be necessary to explain Facebook advertisements, they could be made into different units such as how to set the advertisement goals, how to find the target audience, etc.

3. Files in Facebook Group

Complete the Unit and add a caption to it: Add the first unit, provide it with a clear title, and explain succinctly what you will suggest inside the unit. It is recommended to use each unit as a part of a big one. This instrument allows the business to share files of different types and design documents that can be evaluated by all group members.

It also lets individuals collaborate and support creating an independent workspace on Facebook. When utilised effectively, this operates as a replacement for instruments like Dropbox and Basecamp.

4. Add Facebook group rules

Creating a set of base rules is very important to keep a group running without any conflicts among the members.

Generally, a group consists of individuals from different countries, races, and religions with their own cultures and set of beliefs. Being an admin, the responsibility rests on the shoulder to make a safe and open environment for all the group members.

Having rules not only provides decent social behaviour but also holds the group from existing as a haven of constant spamming.

So specify the Facebook group rules in the section “Group rules” that can be found in the left-hand side menu of the home page.

5. Design the posts with formatting alternatives

Bored with the old fonts used to create Facebook text posts? There is an option to style it. Now, Facebook provides different text formatting alternatives to create long group announcements and knowledge sharing more effective, clear, and structured.

It is feasible to write the texts in italics, bold, and as a quote under number lists, bullet points, and headers. Highlighting the text ensures that it turns easier for individuals to catch the message they would have ignored otherwise in the old formatting.

To check the formatting options, highlight the text and the formatting menu will appear.

HOW TO UTILISE GROUPS ON FACEBOOK FOR THE BUSINESS?

For members, a group is a great place to build long-lasting relationships and discover new things from each other. But for companies, it also functions as an excellent business tool.

Where else would it be possible to get the benefit of having a current and potential consumer engaging with the brand? Here are options to use Facebook groups as a supreme instrument for business.

1. Utilise it as a client support community

The Facebook group also functions as another channel of customer support. When individuals come searching for a solution to an issue they are having with the product or service, it is possible to fix the issue instantly.

This not only solves the problem for that specific person, but also for numerous individuals who might be fronting the same problem.

2. Gather client feedback to enhance the product and services

What is the best method to know how useful the new product feature is? Take a look from the perspective of a customer, or better just ask them directly.

Facebook groups ensure the business with a direct contact line with the customers who comprehend the brand the best. Requesting them for feedback is the best option to comprehend how the majority would react to the new features.

It is recommended to use polls to promptly determine the points of view of the group members. It lets the members participate without asking for a considerable time.

Moreover, it is probable to also ask for their opinions on the latest challenges, changes and trends happening in the industry. Use these insights by revising the existing product or introducing something entirely new.

3. Nudge the recommendations, do not push them

The key motive of Facebook groups is to push engagement and build communities that flourish on support, knowledge, and long-lasting relationships. Though nobody stated it is possible to barge in once in a moment to promote the most recent offering. It is not suggested to go car-salesman all over the crowd. Just subtly provide values in terms of discounts, offers, and members-only-deals.


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