If you’re putting a lot of effort into posting amazing content on your Facebook fan page and seeing little results, it’s time to look at another strategy: Facebook groups.
I’m not the only person who think Facebook pages are too much work for too little return.
The thing is, there is still a place for Facebook fan pages, but Facebook groups are where you’ll find gold. Joining and conversing in communities where your peers and potential clients hang out is the best use of your time on social media.
What’s the difference between a Facebook page and a Facebook group?
Your public Facebook fan page is kind of like your business card and store front wrapped into one. With Facebook moving towards pay-to-play, getting your fan page content in front of your audience is getting harder and harder unless your engagement rates are really good. Unfortunately, it often feels like you’re talking at people instead of with them, which is lackluster for you and your audience.
Facebook groups are the party! People join public and private groups because they’re interested in a specific topic. There are thousands of Facebook groups sorted into niches! Most groups are moderated by an admin team and there are a few different options to control who can join and who can post. Engagement feels more authentic in groups, and instead of you needing to start every conversation, you can join in on many others!
You’ll want to keep your Facebook fan page, but by all means make groups your priority. You won’t be able to pull analytics from other people’s groups, but you’ll have immediate opportunities to add value and share your great work!
Why would I focus my effort on someone else’s Facebook group instead of my own?
If you have a unique idea for a Facebook group, by all means start your own (I did!), but you don’t really need to. Many others have already built massive groups filled with people to talk to! Join groups your ideal clients hang out in. Some of my favourites are:
And, of course– Totally Rad Entrepreneurs
Try typing keywords into Facebook’s search to see what groups come up. Start with two or three. It’s easy to spend a ton of time in groups, but you’ve got other things to do too! I prefer closed groups because it keeps the spammers out, but it totally depends on the group.
How to started kicking ass and taking names
After you’ve joined a few groups, note in your calendar any theme days, lurk a bit to see what others are talking about, and begin commenting on other people’s posts. ALWAYS add value, whether it’s tips, motivation, or a high five. Lame comments like “that’s nice” will get you nowhere, and a like would suffice.
Here are a few ways you can add value to other people’s Facebook group posts:
- Respond to questions you know the answer to. Know a tool, book, or strategy that would help someone? Let them know!
- Share your story. Relate to others by sharing how you overcame a problem they have, and make it personal.
- Support other people’s journeys. If someone has an amazing win, applaud them. Imagine how fantastic you’ll feel when someone does it for you!
Once you’re comfortable engaging in groups, it’s time to shine the spotlight on you. Introduce yourself to the group. Write your post in advance, including your name, profession, and your why. Share a professional-quality photo that clearly shows your face and share your Facebook page or website if that’s appropriate for the group (always read guidelines!). Show your personality, because this is the one opportunity for you to make a real impact right off the bat.
Now that everyone knows who you are it’s time to win them over. Position yourself as the expert you are. In the search bar in the group look up posts related to your profession and offer your advice.
Post on theme days. Start conversations, and when appropriate share your blogs, social media pages, website, and offers. Make an effort to spend 15 minutes a day in Facebook groups only, and continue to show up consistently. Before you know it, people will start asking you for advice specifically, recommending you, and sharing their praise. Your goal is not to become more popular and sought-after than the group owner, but to be a go-to expert within the group.
Strategies for getting leads from Facebook groups:
- On promo days, offer free discovery calls, free downloads, or links to your free course. Ensure the links go to an email sign-up form, and offer to add people to your list when on your discovery calls. Make sure the call is about being of use though, not selling!
- Ask people to fill out surveys you create for market research. Add an opt-in to your survey.
- Point people to your social media profiles that have a clear call-to-action to sign-up or a free offer.
Three surefire ways to turn people off in Facebook groups
Facebook groups are for building communities first, gaining leads second. If you go into a Facebook group with a selling mindset, people won’t respond the way you want them to. Here are a few things to avoid in Facebook groups.
- Promoting all the time. Try three engaging posts per promotional post, and be mindful of the language you use when promoting your work. “Buy my program right now” is not subtly and will definitely turn most people off.
- Being a Negative Nancy. Really, what’s the point of raining on another person’s parade. Offer constructive advice, but leave the unhelpful criticism to yourself. Everyone has a place in the world.
- Being competitive. If someone says they’re looking for a service, and you see three other people have replied already, don’t be a jerk and talk about how your service is better than theirs. Hiring preferences are often subjective and not everyone is your ideal client, so make room for others to find theirs.
I’ve made a number of connections in Facebook groups–way more than through my public Facebook page, and all it takes is 15 minutes a day. I’ve learned a lot about my market, new strategies, and it feels great to share failures and triumphs with people who get it.
Do you want to give Facebook groups a try? Join Totally Rad Entrepreneurs!