The Importance of Facebook Groups for Businesses

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The Importance of Facebook Groups for Businesses

Facebook is one of the most popular social networking platforms in today’s age of social media.  According to Zephoria, as of March 2019, an average of 1.56 billion people log on to Facebook every single day.  It’s no wonder why so many businesses use Facebook to their advantage when it comes to promoting their brand and services.  

In April, Facebook had its 2019 First Quarter Earnings conference call.  Zuckerberg stated that it was a strong quarter, and they saw a lot of growth in many aspects.  They are continuously adding new features and discussing new ways to not only grow their business, but also, the several other businesses that use Facebook.

“At the same time, we are focused on continuing to grow our business by helping advertisers grow theirs. We offer the unique ability for advertisers to reach the right person with the right message at the right time, and for people to see ads that are truly relevant to them. We do this in a privacy-focused way that enables millions of businesses around the world to grow and hire.” –  Sheryl Sandberg, Chief Operating Officer of Facebook

Whether it is the “Stories” feature, the Marketplace, or the option to have a Business Page, Facebook offers many useful resources for any entrepreneur, business, and company.  

One of the other Facebook tools that is extremely helpful, is having a “Group” made for your business.  It is often overlooked, but the following are the ways groups benefit businesses.

Reach Your Target Audience

Facebook Groups in general, are for people who share common interests.  Individuals join groups to openly communicate with others about a certain topic, and when it comes to business, this can offer many insights.  

As a business owner, one option is to join a group that relates to your products and services.  It can keep you up to date on what people are saying when it comes to your competitors and your specific niche in general.  It is a way of seeing what prospective clients are looking for, concerns they may have, what trends they are intrigued by, and much more.  In turn, you can use what you learn to better your business and make improvements as needed.

If anyone in the group has a question that you can use your knowledge to help answer, it is a way of showing your expertise.  You can possibly mention your own products/services while offering advice, and that will drive people to your business. If you are consistent at offering helpful solutions, the members of the group will come to remember you as the person they trust and turn to.

Another option is to start a group for your own business.  It will be a community full of people who already know and love your brand, while individuals who may want more information will request to join to see what the other members are saying.  It is an amazing marketing tool, and if you are actively participating in the group, it will show your devotion while creating a trusting relationship with your clients.  

As mentioned in The Social Media Examiner, “Creating communities around the products and services you sell makes members feel exclusive and provides an area where they can get additional help and training from you.”

Builds Trust

You probably noticed another benefit mentioned a couple of times above, which is that it builds trust between you and your customers.  

We’ve all had moments with one company or another, where an incident happens and either they don’t respond, they go back on their word, or they make you feel like your business is not appreciated.  This creates a lack of trust, and it is highly unlikely that you will ever give them your time or money again.

In a group for your business, you can remain consistent with responding to the needs, questions and concerns of the community and that will build the trusting relationship any business needs to succeed.

The experts at Entrepreneur agree.  “Without trust, you won’t have a highly engaged group, you won’t drive interest to your call to action, your polls won’t receive feedback and any offers you announce won’t be well received.”  This leads us to our next benefit…

Promote Special Offers

Business pages are a great place to announce special offers such as contests, giveaways, sale prices and promotions.  However, you can’t always guarantee that the people who like your page will see it. More often than not, people do not put notifications on for Pages, however, if they chose to be a member of a group it is more likely they will want to be notified of any new posts.

With so many other businesses using Facebook for advertising, it is possible that a post from your page will get lost in the “social media jungle”.  

Having a group will prevent this, and not only will your members benefit from it, but with the power of word of mouth, and them sharing the news of a promotion, you will attract more customers.  It’s a win/win for everyone!

Privacy of Closed Groups

Groups can be made in different ways.  They can be public, closed, or secret. Each one has their own advantages, but closed groups are especially useful when it comes to businesses.  

With any Facebook Page, anyone can “Like” it and start following it instantly, which is great in many aspects.  However, this is also how you can get a lot of spam in your comments, or an internet “Troll” can make it a miserable experience for everyone involved.  While you can ban such members, it is better to not have them in the first place.

With closed groups, you can request that individuals answer one or more questions in order to be accepted as a member.  Those who have good intentions and are sincerely interested in making the group community better will respond and show they are joining the group for the right reasons.  This is one of the reasons why closed groups are the most popular groups used for businesses.

The Proof is in the Numbers

Many businesses assume that since they would be asking questions in order to join, that they would be losing some of their prospective clients who simply don’t have the time to respond, or rather not share their answers.  However, this is not the case

For example, the website “Grown & Flown” started a closed Facebook group, and it now has 119K members, and their page has over 390K likes.  They have stated that having a Facebook Group was a “game-changer”.

“We started a Facebook Page when we started the site as a way of putting the content out there, and then about three years ago we started a Facebook group which was a game-changer in terms of hearing more from a community of parents about what mattered to them, what was important to them, what they worried about, and keeping our finger more on the pulse of parents in that demographic.” – via Marketing Land

Overall, if you are a business owner, it’s time to consider creating your own closed Facebook Group and see what it can do for you.  You never know where it could take you, your clients, or your business.

By Joanna Ahti