6 Ways to Gain More Traffic to Your Facebook Group

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Since the Face­book algo­rithm is now giv­ing pri­or­i­ty to con­tent from Groups, local news sources, and oth­er places where Face­book users have “mean­ing­ful inter­ac­tions”, it is high time to con­sid­er using FB Groups to help increase those mean­ing­ful inter­ac­tions, and at the same time, build your brand.

Groups are a way to build a com­mu­ni­ty based on a com­mon inter­est.  Think about your business…What do your clients want to talk about? Groups pro­vide a space to com­mu­ni­cate about a shared inter­est. You can cre­ate a group for anything—your fam­i­ly reunion, your after-work sports team, your book club—but since we are in the busi­ness of grow­ing busi­ness­es, we’re think­ing more in line with: My Week­ly Busi­ness WIN, Ask a Sales Expert, Fit­ness for Fun, etc.

There are a cou­ple of tricks to use for grow­ing a Face­book Group, so to aid in your efforts, here are six tips for increas­ing engage­ment in your Face­book Group.

 

First, Make A Closed Group

Believe it or not, closed Face­book Groups often fos­ter more engage­ment than pub­lic groups. Group mem­bers are more like­ly to post if they know that their post will only be seen by like-mind­ed indi­vid­u­als in the Group—not every­one in their Face­book feed. 

There’s also a sense of exclu­siv­i­ty in a closed Face­book Group. Hav­ing a closed Group fos­ters an intel­li­gent and respect­ful atmos­phere that encour­ages mem­bers to post.

2. Your Group Needs a Cen­tral Theme, (not a prod­uct)

Since Groups tar­get a sin­gle com­mu­ni­ty, base your Group on a sin­gle theme that will inter­est your clients. Base it on a need. For exam­ple, say you own a music store. Make a Group for local musi­cians, not a Group about your store. Ask mem­bers to share their exper­tise. Let mem­bers par­tic­i­pate and get com­fort­able in the Group. Let it become a place where they find valu­able infor­ma­tion. Then, mix in pro­mo­tion­al posts lat­er on when the Group is estab­lished.

What do your clients want to talk about? Clients don’t want to dis­cuss your music store. Rather, they want to dis­cuss gigs, equip­ment, and tips for copy­writ­ing orig­i­nal tunes. Then when a Group mem­ber needs a new micro­phone, or gui­tar, he or she will remem­ber that your store’s Group gave them great infor­ma­tion in the past. 

 

3. But How Will Members Remember ME?

Face­book lets you cre­ate Groups using your exist­ing brand­ed Page. Addi­tion­al­ly, your brand­ed Face­book Page will be adver­tised on the right-hand side of your Group inside of the “Group By” box. 

When cre­at­ing your Group, add “By [brand name]” to the end of your Group’s name. For exam­ple, we could make a Group titled “Social Media Mar­ket­ing Secrets by Amp Up My Biz.”

4. Active Admins…A Must

Your admin­is­tra­tors need to be active­ly engaged. Reg­u­lar engage­ment is key to keep­ing your audi­ence con­nect­ed. What’s the point of ask­ing ques­tions, if no one is there to pro­vide answers and reg­u­lar­ly engage with mem­bers?

Ide­al­ly, we rec­om­mend hav­ing a week­ly series. Give mem­bers a call-to-action to encour­age them to join the con­ver­sa­tion. Admins could even ask Group mem­bers what they want to dis­cuss, to get the pulse of the mem­bers. Of course, be sure to use their ideas. Oth­er­wise, you will lose cred­i­bil­i­ty. Or have a series based off a FAQ, or a just-for-fun top­ic relat­ed to your indus­try. Final­ly, give the series a mem­o­rable title. EG. It’s Time to Ring the Cow­bell or Ten Cents a Dance.

News Flash: Face­book is rolling out a series of new fea­tures aimed at those who cre­ate and man­age these groups, includ­ing cus­tomer sup­port with answers and help pro­vid­ed by a real per­son, not a machine or auto­mat­ed respons­es. Admins are also get­ting a ded­i­cat­ed online edu­ca­tion por­tal and more tools to man­age their groups’ posts. Cur­rent­ly they are in the pilot phase for admin sup­port that’s avail­able to a lim­it­ed num­ber of group admins on iOS and Android (but you know how fast things change). 

 

5. Cover Photo and Group Description…Also A Must

Make sure to include a Group descrip­tion and a cov­er pho­to. All groups, pub­lic or closed, are view­able pub­licly. Poten­tial mem­bers need an accu­rate descrip­tion of your group to decide if they are inter­est­ed. Also make sure to use a pho­to that will grab someone’s atten­tion. First impres­sions mat­ter, even on the web.

 

6. Welcome New Members

Don’t for­get to wel­come your new mem­bers to the Group. This trick is more effec­tive than you’d think. Each week send out a wel­come post invit­ing peo­ple to say hi and intro­duce them­selves. Make it infor­mal, so new mem­bers feel com­fort­able to post, plus, it will encour­age exist­ing mem­bers to say hel­lo and get con­ver­sa­tions start­ed.

Keep grow­ing your Face­book Group! 

To recap: Your closed group should have a description/photo that inspires poten­tial mem­bers to join. Once they join, be sure to wel­come them and have active admins that keep the group use­ful to its mem­bers.

If you haven’t formed a group for your busi­ness, at least go and look at all the groups out there. Maybe join one. Once your feet are wet, you might want to form your own group. They are easy and an excel­lent way to engage your audi­ence and grow your brand.

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