For small business marketing, a Facebook Page serves as an official profile; while a Facebook Group can be used to gather people who have similar interests. To expand a bit, here are some cool things you can do with an active and engaged Facebook group.
- Communicate with members through chat.
- Find common connections.
- Promote events.
- Share files with group members.
- Conduct member based marketing research.
If you have a Facebook Page, setting up a Facebook Group will help you build a deeper relationship with your audience. It’s easier to reach out to your audience, as you can message members directly as an administrator of the group. This is something you can’t do on a Facebook page, as you can only send users a private message if they initiated the conversation or sent you a direct message.
How to Use Facebook Groups for Marketing
1. Offer support and supplementary materials.
If trainings and workshops are part of your marketing strategy, you can position your Facebook group as an outlet for more information and resources.
Let’s say you’re selling a juicing machine. You can use Facebook Groups to share free recipes and how-to videos. Even better, your existing customers can also share their own creations. A potential customer (someone who has joined the group but has not bought the juicer yet), might then be enticed to buy the product.
2. Reward customers.
Access to your Facebook Group can unlock exclusive offers. Here, customers who’ve purchased your product or met your loyalty program qualifications will be rewarded with perks. Ideas of special incentives include exclusive invites to events or early access to store sales.
3. Get feedback.
Analytics isn’t available for Facebook Groups, but here you can get a different kind of insight—one that you can only get from the honest feedback of engaged group members. If you’re in the process of developing a new product, you can conduct quick polls, post sneak previews, and get ideas for product variations.
4. Provide tips.
Once your members start talking and asking questions, you can answer them and provide tips that revolve around your product. This friendly way of engaging with your customers won’t come across as a hard sell, but it will make them remember your product and will help position you as an industry expert.
Businesses should have a Facebook Page, but if you’re looking for more ways to communicate with your audience, build a solid community of followers and provide more value to your customers, then a Facebook Group would be beneficial for your business, too.