Facebook groups: How to use them in your marketing strategy

Facebook groups: How to use them in your marketing strategy
Facebook groups provide great opportunities to follow trends and connect with your target group.

Facebook groups provide great opportunities to follow trends and connect with your target group

At first glance, you might not see them as a strategic digital marketing channel for your business. But, just like discussion forums and other online communities, Facebook Groups can be an excellent way of bringing you closer to your target group. 

The first reason is that they are means of connecting people with similar interests to each other, whether professional or personal.

That means they strengthen networking, provide knowledge, or might simply be a fun way for users to pass the time.

According to stats released by Facebook, around 1,79 billion people use the platform daily. So, finding a group interested in your area of expertise and that you can connect with through relevant debates is almost a given.

In this article, we will explain the advantages of joining Facebook Groups. We’ll also list 4 tips to help you create one for your business. Keep reading!

Why join Facebook Groups in your area of expertise?

Before creating your own Facebook Group and producing content or coming up with discussion topics, there is an important first step. That’s joining groups where your target public is present and actively talking about your area of expertise.

When it comes to digital marketing, for example, there are many groups that allow members to ask questions, talk about market trends and even advertise opportunities for professionals in specific lines of work.

Like in marketing, several other segments also allow room for discussions, such as gastronomy, sports, trips, technology, and many more. 

By joining these groups, you can follow your persona’s pain points closely, as well as the challenges they face, the solutions they employ, and eventually, even start introducing them to your brand or product.

However, it’s important to remember that Facebook Groups aren’t meant to be used as a sales channel for your business. The goal is to bring people together more effectively. 

Using them for the sole purpose of advertising your products, services, or brand is not a good idea. It might lead to your posts being deleted or even get you banned from the community.

Why create a Facebook Group for your business?

After you’ve understood the importance of being present in communities of your business segment and actively looking for them, it’s worth creating a Facebook Group for those interested in your content. 

It can be focused on the target group you would like to reach or clients your business already has (as a means of promoting loyalty). You can also create a Facebook group for your team to exchange experiences.

No matter what the goal, the rule here is the same we mentioned previously. The idea is to build a connection through relevant content and personal interaction. 

So, if you plan on having a group just to promote your solutions, sparking users’ interest and developing lasting relationships will be a challenge.

4 tips for using this strategy successfully

When you create a Facebook Group for your business, there are several ways you can go to achieve success with your target group. We’ve listed 4 tips to help you below!

1. Offer support to your clients

If the focus of your Facebook Group is to strengthen your relationship with clients, nothing is fairer than to use this channel to offer them support in case any questions come up or they run into any trouble with your product or service. 

Leave your clients free to publish their problems and instruct your CSCC to check the group consistently so they can take care of each case amicably.

Customers know that, eventually, they may have trouble with any given brand. But if your team is well equipped to help them out, not only will they become more satisfied with your customer service, but it will also strengthen their relationship with you.

2. Understand and interact with your target group

Facebook Groups are, above all, excellent sources of information on the behavior of your target group. You can find out a lot about their interests, pain points, and professional/personal objectives.

So, when developing interactive content which encourages members to share their own experiences and preferences (in a humanized way, of course), it’s easier to go over your personas and marketing strategies for other external and internal channels.

Polls are a great example of interactive content. They help you quantitatively measure the opinion of your public on specific topics.

3. Educate your target group about your market

As you near your persona’s pain points and goals, it’s easier to develop content that offers concrete solutions to their problems.

People won’t always immediately know everything about a specific market and the solutions that work for it. That’s why it’s essential to educate them every step of the buyer journey, to give them the necessary knowledge about your area of expertise.

That way, they will feel better prepared to make intelligent decisions and, as a consequence, put more trust in your business. As a result, the chances of converting them into clients in the future are better.

4. Build your authority

Offering content and educating your target group on the market will also help build your authority and strengthen your brand.

People will start to see your business as a reference in that market, generating more trust, lasting relationships, and credibility. These are all things that can accelerate the buyer journey of potential clients.

When you show that you know what you’re talking about, people start to see your solutions as the best ones for their problems. That won’t happen from one day to the next, but groups are a great place to start.

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