Did you know that business pages on Facebook have the ability to create and manage their own Facebook Groups? Some brands don’t know this is possible, or don’t see why they would want to have their own Facebook Group. However, a focused, friendly Group offers plenty of advantages to businesses that are already invested in the Facebook platform!
It’s okay if you’re thinking, “Oh great, one more thing to do on Facebook.” It’s very easy to start up a Group, and they require minimal management compared to your other Facebook activities, so it doesn’t add too much to your plate. Let’s talk about some of the biggest advantages!
1. Customer Rewards and Discounts
Your Facebook Group is best suited as a general space to invite all interested people to talk about topics related to your industry (you can make it more focused if you want, but it’s not necessary). However, it’s also a great way to drop reward and discount information for everyone who is a part of the group. This doesn’t need to be elaborate – you can simply post discounts, codes, and other reward information that only members of the Group can see. This gives people an extra reason for joining up, and reasons to keep up on the Group and pay attention to any alerts or conversations – think of it like fertilizer for this little forum you are growing.
2. A New Way to Answer Questions
While some topic discussions are likely to broad, Facebook Groups are also a great place for people to come and ask about more specific details. They may want advice on picking out the right product for their situation, or information on local suppliers, or other questions that people feel comfortable asking on a forum. You may not even see these questions in social media comments: They are a valuable source of your audience’s perspective, and an opportunity to use your expertise in new ways.
3. Industry Discussion and Thought Leadership
Speaking of expertise, your business can take part in a Facebook Group by posting interesting industry news, important studies, fun updates, predictions on future changes, and other information or opinions. We love using Facebook Groups this way, because it often leads to interesting conversations with real engagement, as well the opportunity to build thought leadership. If discussions are particularly robust or lead somewhere very interesting, then you’ve just found a new idea for your next content update, too!
4. Encouraging Community Involvement
These business-led Facebook Groups work when you don’t use them as a selling platform. Save that for your business page updates, and leave the Group free to explore more general topics. That’s why it’s important to step carefully with those discount messages we mentioned – you don’t want anyone feeling annoyed at marketing messages in a forum where they just want to chat about general information. That’s because these Groups are valuable places for your buyers to meet each other, exchange their own contact information (something that many of them may already want to do), and create their own organic community that benefits everyone. This is also why we suggest picking a name for your Group that separates it from your own brand.
5. Getting Partners Involved
Groups are also a great place to invite partners and talk about partnership possibilities or joint products. It’s a good “neutral” space where two or more business can chat more casually about their industry and what’s going on. Valuable plans may result!
6. Talk About Important Events
If your business is planning a public or buyer-friendly event, your Group is a suitable place to mention the event, and give people a link to find out more. Your Group is also a great target audience when planning events and looking at availability, speakers, demos, and more!
If you want more information on running Facebook Groups for your customers, we have a few ideas that can help you get started. But as with many social media projects, it’s important to see what your audience wants, and what other successful Groups in your sector are doing.