Despite gaining significant recognition in an emerging market in 2004, no one could’ve predicted the colossal popularity Facebook would come to obtain over the years.
To this day, it remains the most used social media platform in the world.
Statistics show that almost three billion people per month actively use Facebook, as well as 69% of U.S. adults and 93% of all businesses.
The convenience of the platform’s features, how it connects people, and the potential to drive business growth make it an indispensable tool for any company.
For businesses, Facebook group marketing is one of the best ways to raise brand awareness by catering to the right audience and getting instant feedback.
In a way, it also has the potential to create an interdependent community of like-minded individuals and existing customers or explore and attract new audiences.
However, unlike other Facebook features, businesses can boost with paid marketing to reach bigger audiences. Groups, however, require organic and consistent actions.
So, what makes it worthwhile for companies, and what can they do to maximize the benefits of a Facebook group?
Why Should You Amplify Facebook Group Marketing?
Facebook groups are constantly evolving and improving.
At the Facebook Communities Summit in 2021, Meta announced its plan to implement many new Group features in 2022, including sub-groups, live chat events, and member awards.
Upgrading the features and improving the group experience to what’s already a great hub that connects people through insightful content is reason enough for companies to consider amplifying and investing in Facebook groups.
It’s also a great way to circumvent the ever-changing algorithm that can put businesses at a disadvantage by not showing their content on the news feed.
And although organizations rarely prioritize a group on Facebook in their growth strategies, with the right approach, they can significantly contribute to business expansion, especially considering that 1.8 billion people use them monthly.
Here are some helpful tips that can amplify your Facebook group marketing.
1. Use Other Channels to Promote It
Other platforms, social media channels, or an official company website can be a great way to kick off a Facebook group. That is especially useful when the new group needs a little boost.
Adding a link to these key pages and platforms will subtly spread the word about the community where people can connect over a mutual interest and get insightful information.
Other helpful and easy ways to do this are by:
- Sending it in emails
- Linking it to blog posts
- Creating an easily accessible “Join” button on the company website leading to the group
This approach will attract members who are already familiar with the brand and interested in its products or services.
2. Utilize Group Features
Growing the group engagement gets people talking outside of it. And sometimes, the best way to learn what the customers want is to ask them.
This is an excellent example of how a Facebook group admins should attend to the members’ preferences before making any major changes to a group. It’s also a great way to build trust and loyalty toward the brand.
Another way is by giving them the means to decide between several options and contribute their ideas and opinions.
From polls and surveys to group quizzes, using all features that a Facebook group offers can be a great way to increase the involvement of the members, particularly inactive users, and create an enjoyable and engaging environment for all.
It’s also a great way to gain first-hand information about the brand and its overall target market straight from the group members.
3. Use Facebook Insights
Similar to website analytics, Facebook Insights is a feature that collects and analyzes user data, helping businesses gain practical consumer intelligence.
It allows moderators to understand the group trends, what the members like and engage with the most, and what type of content performs poorly.
The feature can further amplify your Facebook group marketing efforts by:
Providing Daily and Monthly Statistics
The statistics give intel on how the group performs. It shows how many people visit the group, their demographic, and the content they interact with the most.
Identifying the Most Optimal Time to Post Based on Active Users
Quality of content is one thing. But knowing when to post can skyrocket engagement in the group. Since there is no one-fits-all solution, the Facebook Insights feature is an excellent way for admins to pinpoint the best hours and weekdays for posting based on active users that engage with the content.
Helping Businesses Trace Their Marketing Efforts and Revamp Their Strategies
The data can help admins track Facebook group marketing campaigns, measure their results, and discover recurring trends. With enough data, they can understand which campaigns perform the best and why, be it giveaways, interactive posts, gamified campaigns, etc.
4. Organize Giveaways
Statistics show that, on average, businesses gain 34% of new customers through contests.
In that sense, giveaway marketing is a quick and inexpensive way of increasing the member count of a group on Facebook but also enhancing the overall buyer perspective.
The group moderators can either organize it for existing members to initiate interest and keep the community involved or to attract new people outside the group.
Clothing retailer Joules hosted a Facebook giveaway using a simple “like and comment” approach and generated more than 8,000 reactions and over 10,000 comments.
What’s impressive is that the giveaway post also had many shares, meaning the brand managed to generate organic interest and reach an even larger audience.
Another case study published by Vyper, a specialized tool for running giveaways, portrays how big of a reach a social media contest can have. Namely, Topaz Labs, an AI-powered image editing tool, used a contest to generate over 44,000 new emails, 14,206 new social followers, and over 13,000 shares across Facebook and Twitter.
Although it was a multi-platform campaign, the results show how powerful the right approach can be and why brands should use it as part of their Facebook group marketing.
5. Partner Up With Other Groups and Influencers
Employing collaborative marketing through brand partnerships or influencers can significantly boost a Facebook group, especially when this effort is organic.
It means a business doesn’t necessarily have to use paid advertising to gain brand attention for its service or product or reach a much bigger audience.
Instead, it can generate enough interest by attracting public figures and influencers or letting other brands promote themselves in the group and get the same “favor” in return.
The partnership could be organic or paid.
Another way would be using sponsorships with Facebook’s Brand Collabs Manager (BCM). In fact, in October 2020, the platform expanded its BCM to include public groups. The free tool allows admins to contact other groups, connect brands, and promote their products or services.
6. Post Quality Contents
According to a report, the main areas of content marketing investment in 2022 were social media and community building, with 39%.
Ultimately, building an exceptional online reputation and a strong community is only possible through quality content and a good strategy.
But first, businesses must understand what their target audience needs to boost their Facebook group and gain new members. Then, they should strategically create and post brand content, high-quality media, and other pertinent information.
7. Stay Consistent
A consistent brand image increases revenue by up to 20%. But to be consistent means to ensure that the brand values, goals, and content, among other things, remain the same across all marketing channels.
In such tight-knit communities that are Facebook groups, recognizing and following the same brand message and tone of voice is even more critical.
Thus, making sure the content in the Facebook group is not only high-quality and engaging but also regular is a must.
Staying consistent for companies and brands trying to grow their social presence on different channels can take time and effort. It requires meticulous approach and a well-thought-out strategy on what to post, when to post, or how to keep up with all the news, updates, or trends.
Using a marketing tool like SocialPilot can help businesses and individuals manage their groups by allowing them to handle all posts from one platform at any time. It’s also a great asset in simultaneously creating and scheduling posts and marketing content on multiple accounts and groups.
A good growth strategy explores all resources to maximize the brand’s online presence and attract the right audience using the correct tools.
Ultimately, rather than trying to reach many people, sometimes it’s more necessary to find and cater to the right audience.
Facebook groups were created with that mission in mind.
It’s a good idea to use them as a practical tool to grow a business and create an authentic community built on trust in the brand.
So, try out these Facebook group marketing tips in your group and see how well your marketing efforts flourish!
Frequently Asked Questions
🌟 What is a Facebook Group?
A Facebook group is a platform that brings together people with common interests or a mutual goal. It allows individuals, organizations, or for-profit businesses to create communities where members can interact with each other and the content on the platform.
🌟 How do Facebook Groups work?
Facebook groups create an environment where people can connect and interact online. The admin, often the person who created the group, can make changes, set up membership guidelines, approve members and posts, or appoint others to moderate. The Facebook group can be public or private, depending on the creator's preferences.
🌟 What’s the difference between a Facebook Group and a Page?
The main difference between a Facebook group and a page is that pages are public, support ads, and have no limit on who can follow or like the page. Contrarily, a group can be private, with a moderator choosing who can access it, and it has no ads.
🌟 What are the benefits of Facebook Groups?
A Facebook group has many benefits, especially for businesses that use it as a marketing tool, including:
- Building connections and engaging with the target audience
- Keeping up with the latest news, trends, and user preferences
- Getting valuable insights through activity metrics
- Boosting brand value and authority
🌟 How to boost a Facebook Group Page?
Facebook groups don't support paid promotions. Instead, they require an organic boost, including:
- Advertising the group outside of Facebook
- Using group features to engage the audience and open discussions
- Pinpointing the best and worse performing content with Facebook insights
- Using collaborative marketing and influencers for promotion
- Posting quality content