facebook group for brands

How to Use Facebook Groups to Grow Your Brand

With 2.41 billion monthly active users, Facebook is the biggest social media platform out there and the 3rd most visited website in the world.

Of its billions of users, 1.4 billion use Facebook Groups, with over 10 million groups currently in existence on Facebook.

That’s right, Facebook Groups are an amazing space for businesses and marketers to connect with their customers and grow and their brand.

What’s more, Facebook Groups see a lot more engagement than traditional business pages. This is because they let members start conversations and engage with your brand in a very real way.

But, like with everything in digital marketing, to drive real success, you’ve got to put in the hours to see returns. Starting and growing a branded Facebook Group may seem daunting, but get it right and the results will be epic – with increased sales, boosted engagement and more website traffic.

If that sounds like something you’d love to achieve for your brand, Report Central have put together our top tips and actionable steps for every brand to build a bullet Facebook Group strategy.

Why use Facebook Groups for your brand?

 

If your brand can invest the time and effort to building your Facebook Group, it will see significant returns.

But before we get into how to create your strategy, let’s first look at why it’s worth the effort:

  • More engagement: as we’ve mentioned, Facebook Groups receive more engagement than business pages. As users can start and participate in conversations in a more private, exclusive space, members are more willing and happy to engage.
  • Added value: put simply, a Facebook Group adds extra value for your customers. After all, brands can use it as a place to explore subjects or products on a deeper level, meaning it’s a great way for your audience to really connect with your brand.
  • Create a community: we know that creating real connections with your customers on social media can sometimes seem like an uphill battle, which is why Facebook Groups are so handy. Groups let brands build a community with their customers, giving them a platform to connect and communicate with them on a more intimate level.
  • Exclusivity: as Group members must be approved by the Group admin before they can join the group – Facebook Groups are a great way to make your customers feel valued, special and exclusive.

How should brands use Facebook Groups?

 

That’s why Facebook Groups are such as a powerful tool for brands, but how do you go about creating one? What are the Facebook Group best practices? How can you drive real success from your Groups?

Next, we’ll explain how every brand can drive real returns from Facebook Groups:

Facebook Group vs Facebook Page

 

Let’s start with the basics. It’s important to distinguish between a Facebook Page and a Facebook Group. Your Page is where you market your business, your Group is where you interact with your audience.

A Group is a discussion forum or community space set up by your brand for a specific reason. Your brand invites or accepts members into the group, meaning not just anyone can join. Whereas Facebook users like a page, they join a Group.

The whole idea behind Groups is that they are a space to interact, share and discuss ideas around a single topic, in this case your brand.

When it comes to setting up your Facebook Group, ensure you fill in all the information, just as you would with your other social media pages.

Facebook will walk you through each section, prompting you to add information where appropriate. Make sure your information is detailed, accurate and thorough.

Establish the rules

 

Now you’ve set up your Group, it’s important to set some ground rules.

Facebook already proposes a set of pre-suggested rules, including the likes of no hate speech and no spam, but feel free to add your own where necessary.

This will let your customers understand what should be discussed in the space and what should be left behind, setting clear guidelines for them to abide by. For example, your rules may state that members should not discuss other brands, competitors or self-promote their own services or products.

Rules are an important factor in the world of Facebook Groups, helping to keep discussion on track and ensure your Group offers its members as much value as possible.

Here are a few best practices when it comes to Facebook Group Rules:

  • Remind Group members of the rules monthly to ensure everyone sticks to them
  • If a member breaks your rules, send them a private message making them aware that they’ve broken the rule
  • If members continue to break the rules remove them from the Group

Remember, you have complete control over who joins and stays a member of your Group, and removing rule breakers from your Group is perfectly acceptable Facebook Group etiquette and will ensure your Group is the best space it can be for your audience.

Close your Group

 

This takes us onto our next point. Your Facebook Group should be closed, meaning only you can decide who comes in and stays in.

This adds to the exclusivity of your Group. After all, as not everyone will be granted Group access, this lets members that are accepted feel special. This should mean that members that are welcomed into the group will participate with a positive, respectful attitude.

Having a closed Group is also important for the protection of your group, ensuring users aren’t joining and using your Group for self-promotion or to troll other users.

To ensure the protection of your group, Facebook gives you the option to ask a member a question as a prerequisite to joining. For example, if your Group has been set up for existing customers only, you can ask users to input an order number to legitimise their membership.

Share a welcome post

 

Once you’ve set up the bones of your Group and have laid out the ground rules, it’s time to welcome your members.

Whether you write your introduction in a post, share an image of yourself or post an introductory video, this is a great way to welcome your audience to the Group and begin building your community.

Lay out who you are, why you’ve created the Group and how you expect members to use the Group.

Once your Group is established and you begin to welcome in new members, always welcome them personally.

Simply create a new post in the group, tagging them personally in the post. Thank them for joining the Group and encourage other members to offer a warm welcome. This helps to build a strong sense of community amongst your members.

Post regularly

 

Like with any other social media platform, consistency is key – and there’s no exception when it comes to using Facebook Groups.

But, the big question here is what should you be posting in your Group?

When it comes to Facebook Group content, open-ended questions are a great way to encourage open discussion and chat amongst your members. After all, the key to any Facebook Group success is discussion. This is when Groups become super valuable to its members.

Share content that gets users involved, engaged and sharing their views and opinions.

It could be as simple as asking members to discuss how they use a specific product of yours, or asking them to offer their opinions on relevant news in your field.

Many brands also find it useful to create themed posts on different days of the week.

For example, Wednesdays could be dedicated to Wednesday Wisdom, where you ask your audience to share their top tips and advice on a topic, or Monday Motivation where you ask members to share a motivational quote or story.

Your posts don’t always have to be focused on your product or brand. The mere fact that members are discussing and engaging on your branded Group is super powerful in itself.

Sell yourself

Although your posts should be by no means 100% promotional, there is no harm at all in promoting your product or services from time to time.

If you are promoting and product or service that adds value to the members’ lives, then don’t be afraid to shout about it. After all, your Group members are interested in your brand and products which is why they have joined your Group in the first place.

You could share a first look at a new product, or offer your Group members first access to sales. This is a great way of encouraging sales through your Group, whilst also adding to the exclusivity of the community.

Keep the quality high

 

Although this should go without saying, you need to keep your content quality high.

Your Group shouldn’t just be a space where you re-post and share other content. You need to be sharing quality, native content.

A great way to do this is by sharing visuals and videos.

What’s more, this isn’t as hard as it sounds:

  • Create professional graphic with Canva: an amazing graphic design tool, Canva lets users create professional looking posters, logos, Facebook posts, presentations and infographics, with easy to use templates, meaning it’s never been so easy to create awesome visuals to share on your Facebook Group.
  • Source stock images with pixabay: for those looking for professional stock images, sites like Pixabay have thousands of free to use images to choose from.
  • Shoot video with your smartphone: create awesome video is as easy as shooting with your smartphone. To edit your footage, try out apps such as Biteable for beginners or Adobe Premier Pro for those with more experience.

For more help, check out our ultimate guide to creating killer video content in 2020.

Encourage your members to stay in engaged

 

It’s always a great idea to give your audience a little nudge to keep them super engaged.

One super simple way of doing this is by telling member to turn on Group notifications. This way, they will receive notifications whenever anyone posts in your Group, meaning they’re far more likely to jump into the discussion and stay engaged.

To turn on Group notifications, tell your audience to:

  • Click the Notification button which you’ll find in the top right hand corner of the page
  • Select all posts so you are notified when any activity happens in the Group

Another super easy way of encouraging your audience to engage with the Group is to ask them questions.

Again, this is super simple, and there are tons of questions you can ask your audience. Here are a few generic questions that can always be applied to your posts:

  • Can you share your experiences?
  • Can you share your advice?
  • What’s your opinion or viewpoint?
  • Can you offer your feedback?

Next Steps – ready to create a killer Facebook Group for your brand?

 

Facebook Groups drive real results for brands, resulting in a super engaged audience and driving more sales. However, they’re not something you can set up and forget about. Facebook Groups require time, effort and energy – invest in your Group and you’ll reap the rewards.

For more help with everything from Facebook Groups to all things social media, get in touch with the Report Central team today. Our expert team find the little things that drive big results.

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