Digital Marketing

How to Build Your Brand with Facebook Groups

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How to Build Your Brand with Facebook Groups
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Facebook groups are a powerful but underutilised communication tool for business owners. There are groups for many cities, communities, and industries with thousands of highly active members. When business owners want to reach more customers on Facebook, they should consider posting regularly in relevant groups.

Before joining a group and submitting posts or comments, there are certain things to consider when trying to get the best results. You don’t want to get banned or bad-mouthed for not following the group’s rules. Standard internet etiquette applies as usual. Some groups organise to sell products or services, others to promote discussion.

The first thing you need to do is ensure that you join all the relevant Facebook groups possible, depending on the type of business you own. If it sells to other companies, it might make sense to spend a lot of time posting and commenting in different industry groups. If your business sells to customers in a particular city, it probably makes sense to post and discuss a lot in that city’s Facebook groups. Think about your location and all the surrounding areas where your customers are. Search for and join local community groups based on where your business is.

For the best results, you should always use your personal Facebook account when interacting with these online communities. People appreciate it if business owners contribute valuable information without trying to sell their services. Communicating publicly through your account adds authenticity and transparency to what you’re saying, rather than coming across as promotional.

Introduce yourself and get to know the administrators of the popular Facebook groups in which you plan to be active. You might notice that some of those groups display a banner image advertising a particular business; the administrators are likely getting paid monthly or weekly to do so. If the group has thousands of members and lots of daily posts and comments, then that banner ad is likely a profitable investment. Ask administrators if there is a way for you to advertise in the banner image. This Facebook marketing strategy can be a positive investment for specific sectors, especially when you consider the exposure some groups receive and the relatively low cost of placing the ads.

A lot of Facebook groups are mostly set up to be “Craigslist replacements,” and local business owners often submit a few weekly posts promoting their offerings, as they would on Craigslist. Facebook makes it easy to sell your products and services to multiple marketplace groups. When you create a promotional post, you have the option to submit it to any other groups to which you belong.

Facebook groups are different from the Craigslist platform because the former allows the whole group to access and publicly comment on any business owner’s posts. If the company is honest and reliable and has lots of local support, its posts will get lots of activity and stay on top of the group member’s Facebook feeds. If the group is “Public,” then favourite posts often get seen and shared with other potential customers who are not members of the group. So it pays off for business owners to stay active in some of these groups.

Business owners might want to consider creating a Facebook group of their own to take things to the next level. As an administrator, you can build your group based on the community your customers live in or the industry in which they operate. Consistently acquiring members and publishing relevant posts is a long-term job, but it can be gratifying for some businesses. Running the group puts you in control of everything. You can advertise your business in the banner image and top posts of the group. Every time someone views posts in the group, they will see your advertisement.

Another tactic that can be effective is posting a live video advertising your services while interacting with group members’ comments. When people are scrolling through popular groups, live videos tend to stand out and get much attention. Some businesses hold these broadcasts to promote special sales or discounts. It’s a good idea to only use live video in unique situations that deserve it, however, as people in the Facebook group will quickly tire of seeing the same business owners posting the same live videos every day.

There are many marketing strategies available for business owners interested in building relationships and growing their brand with Facebook groups. Positive results require active participation in relevant groups, which requires consistent time and effort. Contributing valuable information to groups regularly establishes your business as an influential authority within your local community and industry.

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