Facebook is constantly evolving and as a business we must pivot and grow with it or we will be left behind.
Our prospects are living on social media and if we aren’t constantly refining our strategy then we will be surpassed by faster moving competitors.
You can no longer launch a Facebook page and expect it to be a sure-fire way of attracting new customers. The reality is that a business page gets very little organic traffic and the only way to get meaningful results is via paid traffic.
Initially, Facebook become the largest social media platform in the world because it didn’t bombard its users with adverts. Rather, people migrated to Facebook so they can socialise with old friends, have great discussions and consume valuable information. Facebook recognises that it must go back to its roots as a social platform as there have been many users abandon the platform because they felt hounded by the constant adverts.
Facebook supports its changes by ensuring they are seen by their users. This means Facebook groups are getting more exposure than a Facebook business page. Therefore, it is essential for a business page to not only have a Facebook page but ensure it’s a central component of its marketing strategy.
One of the important things to keep in mind with a Facebook group is that it is a place where you nurture your prospects but don’t sell to them. We live in a world of instant gratification and this strategy challenges this ideal. However, a Facebook group is a key medium for attracting new clientele but it is through delivering value, support and a collaborative community.
My mentor ‘Taki Moore’ has a great saying ‘Give in Public and Sell in Private’. He gives insane value in his group and when someone expresses a need or frustration that he knows he can assist with then he continues the conversation privately. This is a great model for building the trust in your group as well as your business.
So, what are some of the keys to having a dynamic and successful Facebook group?
- Make it a closed group and audition the applicants
You need to ensure your members feel safe within your group. This is important if you want real, genuine and authentic conversations. You can do this by setting it up as a closed group so they need your permission to join. In addition, it’s worthwhile having some key questions applicants need to answer so you can see if their values align with yours.
- Establish guidelines for the group
You should have these guidelines in your pinned post so it is clear on what is and isn’t appropriate for the group.
- You need to monitor conversations
I recently heard a story about a mass exodus from a well-known group because the administrator allowed abuse and bullying to occur. It is your job as the administrator of the group to ensure that there are no inappropriate conversations taking place. There should be no sales, misconduct or rudeness of any sort. You can also empower your team members to moderate the conversations so the total responsibility is not just on your shoulders.
- Welcome all new members
This makes a great first impression and enables you to immediately assure the new members that you are there to help and serve them.
- Regularly commit to providing valuable content
Your content should be aimed at serving your member and equipping them with helpful information. It’s also important to have diversity in the content you are delivering i.e. Written, video and Facebook Live.
A Facebook group can be one of the most effective means of building your tribe and your business.