With constant algorithm changes, it’s now more important than ever for social media managers to look for ways to increase and retain brand loyalty. One of the most popular workarounds is the creation of Facebook Groups. In fact, one billion Facebook users already belong to at least one group, and this number is growing quickly. Facebook Groups allow brands to speak 1:1 with their most engaged followers, without worrying about throttled organic reach or boosted post budgets.
If you’re looking to start a Facebook group for your client, look no further; here are the Genies’ top tips for fostering a successful Facebook Group community:
1. VIP Status
There’s nothing more thrilling than feeling like a VIP, right? 😎 Brands use this title to their advantage, with stores like Sephora offering exclusive benefits to Beauty Insiders and return customers. While social media managers may not have the ability to sway these marketing decisions, we can replicate the exclusivity and excitement in Facebook Groups and in turn, increase hype for our brands. Entice your Facebook Groups with member-only discounts, promos, and flash-sales. Show followers how important and appreciated they are. This is a fantastic way to spike conversions and build brand loyalty at the same time. As always, keep encouraging followers to share their purchases with the group – excitement breeds more excitement!
2. Behind-the-Scenes
Not all Facebook business page followers are looking for a behind-the-scenes look at your brand. The most engaged of them, however, will get a thrill from seeing their favorite companies pull back the curtain to reveal an inside-scoop. Use your Facebook Group to update customers with conceptual photos you might not post on a business page. Give them a look at the process that keeps your company flowing. Nearly every industry can use this to their advantage. Not only does it increase transparency and trust, but it also encourages followers to get closer to your brand, giving them a more intimate connection to the products or services they may be purchasing.
3. Questions and Polls
Have questions about an upcoming product? Looking for genuine feedback from followers? A Facebook Group is the perfect setting to gather opinions in a laid-back manner. Typically, group members jump at the opportunity to provide helpful answers to brands they love, and who better to learn from than those who use your product? By inviting followers to voice their opinions, you are forging a strong bond between company and customer. Who knows: your next great idea might just be sparked with the help of your followers.
4. Let Customers Shine
While shameless self-promotion is looked down upon in most Facebook Groups, you can still give followers a place to shine by creating a single post per month that allows customers to share their personal skills or accomplishments, as long as they remain relevant to the group. For example, we manage the Facebook Group for a string-instrument rosin brand, and every so often we invite members to share videos and photos of their musical performances. While it may not directly be promoting the rosin, it encourages the hobby that creates a need for the product and generates a lot of positive engagement between followers. Don’t forget, it’s your job to foster a community.
5. Drive Traffic
Are you hosting a Facebook Live session on your main business page? Running a Facebook giveaway on your main account? Could you benefit from increased traffic and reach on a particular post? A quick group update is the perfect way to increase engagement on your pre-existing business page. If you expect your live broadcast to start at a particular time, try posting a quick reminder like, “Tune in to see our founder go live and answer your questions today at [time] on our main Facebook page.” You can pretty much guarantee an increase in engagement this way, and can also train your group members to be on the lookout for regular content from you.
Remember: it’s vital to set group guidelines so you can keep followers from crossing lines and causing trouble. Pin a post to the top of your group page laying out rules that all members must follow. If they fail to comply, you are within your rights to remove them from the group. Keep the environment positive for your followers, and focus on empowering members to express their opinions, experiences, and love of your brand in a constructive way!
What are some of your favorite ways to engage with Facebook Group members? Let us know below 👇
