Promoting your business on Facebook is hard work. The cost per click is constantly increasing. The organic reach decreases dramatically because Facebook has prioritized "posts that trigger conversations and meaningful interactions". In view of this, what should a company do?
Facebook can be a powerful and affordable channel to promote your business by not investing in advertising. The answer lies in the runoff vote: it is time to create and expand your own Facebook group.
Almost every business owner has already tried to benefit from a Facebook page. And it turns out that a company page on Facebook doesn't necessarily lead to engagement, referral, and deals without an advertising budget. Why? First, most companies don't know how to involve their potential customers. Second, a company page on Facebook is often viewed as advertising. Instead of managing a business page, focus on building a Facebook group for your company.
Building a Facebook group for your company is a viable way to build a fan community, bring people together while building a great marketing platform. With the help of Facebook groups, you can be helpful and understandable to your potential customers, understand their goals and work with them to overcome challenges.
Find out more about your target group
Use your Facebook group as a focus group for your target group. While members expect to get useful information from the community, you can also gather valuable insights from them. For example, the integrated Facebook functionality called Facebook Insights provides details about your community members and their activities.
You can also use the discussions, comments, and feedback from your Facebook community members to find out what your community needs from you. This is a practical and easy-to-use method for validating your business ideas.
At Chanty, our fans help us design our product card. We inform our group about ideas for functions or product updates and collect their feedback. Here's one of the regular polls we do in the Chanty community on Facebook:
Get involved with potential customers on a personal level
A Facebook group will humanize your business through social connections, non-business interactions and friendly communication. Your brand gets the opportunity to show its human side, not just a company logo.
With Facebook groups, you can build rich and human relationships with potential customers. Customers don't want to deal with brands and participate in a company's conversations. Facebook groups remove this barrier and give you the opportunity to be more personal, which strengthens the connection and trust in your company.
Here are some tips on how to get your Facebook community involved:
- Be present in the group every day
- Publish useful and relevant links (no advertising links).
- Ask the group members to contribute or give feedback
- Organize competitions and promotions
- Provide incentives for activities
Receive organic testimonials
Testimonials are part of a broader concept called social proof that lets you show your potential customers that others have already rated your product or service as valuable. Testimonials prove that your company is trustworthy and includes those who have bought from you and have had a positive experience.
There are several ways you can benefit from testimonials:
- Testimonials create trust in your company
- Testimonials have an impact on sales
- Testimonials increase website traffic
- Testimonials ensure a higher conversion rate on your website (registrations, downloads, etc.)
How can you use your Facebook community to collect and publish testimonials? If your fans are not yet publishing their own testimonials, ask some of your customers to post a positive experience in the group. If you are promoting an offer, contact existing customers and ask them to write positive feedback about your offer.
Build trust in your company by creating value
Without credibility, your Facebook group is not very committed. You will not notice your offers and your surveys will not receive any feedback. There is a simple rule: to build trust, you need to create value and serve your followers.
Share first-hand experience, hold question and answer sessions, create exclusive content for your group, and provide valuable and entertaining information to the community. Your Facebook community is not an advertising platform. Instead, you can explain, motivate, inspire and teach here.
Get hot leads with one post
When the group members are warmed up with valuable content and meaningful interactions, stick to a post or roll out an announcement. Your Facebook group offers you a very targeted target group to whom you can present your offer. However, try not to be overly spammy and make sure your suggestion adds value to your group members. Here is an example of regular offers in a private Facebook group. As you can see, this post has given the group owners some hot pointers.
Generate networking opportunities
Your Facebook group will bring your potential customers, existing customers, fan base and even potential business partners together. Your Facebook group can transform into a platform on which you and your potential business partners can consolidate relationships that might otherwise not have occurred.
As can be seen here, this Facebook group dedicated to SaaS marketing enables a group member to quickly find almost 30 business opportunities. This means that everyone can simply click on the green JOIN GROUP button and dive deep into the world of valuable collaboration and partnership.
Introduce yourself to your prospects and customers every day
More and more people are looking for products and services on Facebook to solve their challenges. 1.73 billion users visit the social networking site every day. Facebook therefore makes it easy for potential customers to find you and join your Facebook community.
What can you do to appear more often in your fans' feeds and get more attention? Here is a list of the activities tested:
- When you host a webinar, list your events and invite people to your group.
- Share your company's blog posts in your group if the content is highly relevant and valuable.
- Ask your group members to share your content IF it is highly relevant and valuable.
- Stream live videos with Facebook Live. The intimacy of live video gives the group members the feeling of taking a look behind the scenes and creates emotional bonds between you and your fans.
- Avoid link drop and direct mail. Make sure you provide context for each sales message.
Offer your customers an excellent service hub
Support customers in your Facebook group if they complain about your company. Be transparent and share updates as you work on issues. Answer questions quickly and openly so that your customers know that you are there for them.
Overall, Facebook business pages are hard to grow organically, but you have the ability to build a Facebook group by focusing on engagement and communication, not direct mail. While a Facebook community is not a small task, you also take a lot of time and energy. In the long run, however, Facebook groups improve your relationships with the target group and expand your business growth.
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