Wouldn't it be great if all your Facebook connections had lots of things in common with you and your brand? And if everything you posted was relevant to everyone in there…and your posts showed up in everyone's feeds?
You've probably noticed some changes in Facebook business pages lately, and maybe you've been concerned for quite a while that the messages you're putting out to your general audience aren't reaching all the right people…or that too many of them are getting frustrated with a lack of relevance.
There's an answer, and it's Facebook Groups.
When you form a Facebook Group, the things shared there will stay there, and only those people who are interested in the group's focus will join (or be admitted).
I have the How the Build a Brand Group, where only those entrepreneurs and business owners who are interested in building a brand go to learn, interact, share, compete and succeed. All my videos and posts (and members' posts as well) are uber-focussed and therefore relevant to those who have joined the group.
So, I know that the entire audience [in the group] will be interested in the subject matter.
There's another advantage to Facebook Groups, and it has to do with what's showing up in your followers' personal news feeds. When you post to your business page, it's not going to be seen by your followers unless A) you pay for Facebook advertising or B) they remember to go to their Pages Feed (and few do).
Starting a Facebook Group will help you get around that because everything you post in the group will appear in people's regular new feeds—without having to pay for it.
Now, let's talk about the other advantages of using Facebook Groups.
Facebook Groups and Their Not-So-Well-Known Advantages
Groups on Facebook are like little clubs, and all the advantages that you've enjoyed with things like that in the past apply to these groups, too.
Here are a few examples of how you can build your brand, your tribe following, and the quality of your list with Facebook Groups:
- When your group is private, there's an element of mystery and exclusivity. There's a perception that something good is in there and that only the people who are privy to the group have access to it. This is similar to the psychological effects of 'private clubs' like Starbuck's secret menu and rock stars' backstage VIP passes. People naturally feel a desire to belong—particularly when the focus is something they're intensely interested in—and this will cause them to take notice to (and express loyalty for) your brand.
- When you screen potential members, you increase the quality of your audience. When I say 'quality,' I'm talking about how close each member is to being your 'ideal customer.' If you set up your Facebook Group to require admin approval of new members, you can closely monitor the value that each member is bringing to the group. Don't feel badly about turning anyone down. If they're not right for your brand, they wouldn't have been happy there anyway.
- We've talked about the importance of having a tribe for your brand, and a Facebook Group is a fantastic way to start your very own. You can set out to discover a tribe that's already in place; however, you might struggle to find exactly the right one (and one that doesn't already have a brand at its core). The logical solution to this problem is to make your own.
- Consultants of all types love Facebook Groups because they can use them to offer a unique brand of advice in controlled settings filled with people who need it the most. They can give guidance freely and allow members to see, first-hand, how that intelligence can change their day or their life.
- If you're building a brand that will sell through service (with is a brilliant plan), a Facebook Group can give you a platform for making that happen. When you serve in a public setting, there will only be a portion of your followers who can really appreciate the value of what you're offering. The rest won't 'get it' and may pass that sentiment along to others, which can damage your brand's reputation. In a closed group, however, you can serve with positive reception from the majority (or entirety) of its members.
- Your ideal customers will honestly express themselves in groups of people who make them feel safe and accepted. They will talk about problems, express pain and speak candidly in a closed group setting, about things they would never mention to a public social media audience. When you give your members this safe place to land, they will show you their true selves, so you can genuinely serve them, make a difference and win clients for life.
- Facebook Live events are electric in closed groups. Everyone knows one another (or they're getting to know one another) and they can interact like friends in the comments. I have experienced this during my Facebook Live broadcasts in groups. Not only are members interacting with me, they're interacting with others in the group.
- A Facebook Group also has the special power of creating its own little economy, with recommendations, contracts and money being exchanged in the group before anyone goes outside the group. A unique type of loyalty is formed, and with full participation, every member can benefit.
If you're ready to the take the plunge into a Facebook Group, choose a focus topic that is foremost in your ideal customer's mind and then always…
- Screen Carefully
- Provide Guidelines
- Offer Value
- Acknowledge Contributions
- Recruit New Members
- Engage Consistently
Need some guidance in creating and growing a Facebook Group? See how I'm doing it in the How to Build a Brand Group and then schedule a 1-Hour Intensive Brand Audit in which we'll cover a number of different aspects of your brand, including the type of Facebook Group that will work to attract and engage your ideal customers.