Beginning marketers often think a Facebook group is an ideal way to bring their target market together. And while we’re not discounting the truth behind that, most novice businesses make a critical mistake when creating a Facebook group for the first time. Their mistake negatively impacts their ability to engage their target market. And it’s such a common mistake that it needs to be addressed before we give you suggestions on engaging your market through this medium. Most businesses that start a Facebook community place their business at the center of the community. And why not? That’s the point, right? You want more business so it should be about you.
Yes? No. Your business should not be the crux of the community. Your target audience’s interests (that you cater to) should be. By building a community around a shared interest relevant to your target market, you can boost engagement, gather valuable insights, and ultimately drive sales. But how? If it’s not about your business? Let's explore how this works with a few examples. Beyond the Product or Service: Creating Connection Here’s how some businesses might create engaging Facebook groups around a common interest. 1. A bookstore could spend its time promoting its new releases and sales on its social media channels. Or if could create a group for local readers to discuss favorite books, share recommendations, and participate in virtual book clubs. This is an easy way to identify people in the area who enjoy reading. The bookstore can still promote its sales and new books but it’s doing so to an interested audience, while also helping them to connect to one another. This sort of connection keeps them invested in the group in a way that boring self-promotion does not. 2. A yoga studio or gym could go beyond class schedules by forming a group so members could discuss yoga poses, share wellness tips, healthy eating plans, and support. 3. A craft brewery or winery could tap into the local beverage scene to become a hub for beer (wine or spirits) enthusiasts to share reviews, discuss brewing or fermentation techniques, and stay updated on the business’ latest offerings. They can also discuss wine pairings and other complementary topics. 4. A children’s clothing boutique may create a “bad moms” or “bad parents” online hangout where they can share parenting tips, hacks, and commiseration for some of the most trying and rewarding times in one’s life. Now that you have a few ideas on the kind of group you could create around your business and your primary market’s needs, let’s talk about how to start your Facebook group. How to Build an Engaging Facebook Group
What Does a Thriving Facebook Group Do for Business? There are several benefits to hosting a Facebook group including:
Sound good? You can start a Facebook group today if you’re clear on what your audience wants. But remember, it takes time and dedication to foster an engaged community. Be patient, consistent, and most importantly, make it enjoyable for everyone involved. After all, it’s about them, not you.
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