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How to Use Facebook Groupsfor BusinessBy Ashley Coombe
Published March 30, 2015
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Facebook fans?
Have you considered starting a Facebookgroup?
You may already use Facebook groups fornetworking, but you can also create your ownFacebook groups to grow your business andnurture customer relationships.
In this article you’ll discover three ways to use Facebook groups for yourbusiness.
Discover how to use Facebook Groups for business.
#1: Network With Dedicated FansThis Facebook group is made up of your most dedicated customers—people whobelieve in your company, products and vision. Brands like Canva and with strong, loyalfan groups call these ambassador groups or community groups.
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Canva has its ow n dedicated fan group.
The dedicated fan group is the most important Facebook group you can create. Itspreads positive buzz about your product, company or service.
Make sure that you regularly pamper group members and make them feelspecial. You can do this in a variety of ways, from sending them t-shirts, to retweetingand sharing their content.
Most importantly, genuinely thank these loyal fans on a regular basis. Ahandwritten note is often more appreciated than a monetary gift. Thank fans forhelping you reach your goals and making your dream of growing your company cometrue.
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Consider thanking your loyal fans w ith a handw ritten note. Image: Shutterstock.
Here are four ways you can use this type of group:
1. Get feedback on new products.
Do you have a new feature you want to offer, but need some feedback first? Thisgroup is the place to do it.
2. Attract affiliates.
If your company has an affiliate program, this group is a great place to begin recruitingaffiliates.
3. Respond to online questions.
How many times have you seen a question in an online forum or group, and thoughtyour product or service would be the perfect solution? Of course, you could respondto these types of questions yourself, but it would be more effective for your dedicatedfan group to respond.
Use this technique sparingly. And to avoid spamming (especially if you have a largegroup), tag two or three people who are well-prepared to answer thequestion.
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4. Recruit mentors.
Most people want to feel like they’re experts at something and enjoy sharing thatknowledge with others. Good mentors can help get new customers over thestumbling block of using your product or service . Keep in mind that you maywant to create a separate Facebook group for mentors.
5. Share company achievements.
If your business wins an award or is mentioned in a popular publication, you want thewhole world to know. You can call your friends and family, post it to your socialaccounts and tell everyone you meet, but the message may not travel far.
Let your fans know of your business achievements and consider asking them to share the new s.
Image: Shutterstock.
If your brand is mentioned in a popular publication, post a link to the article in yourdedicated fan group.
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This is where your Facebook group comes in. Let your dedicated fans help spreadthe word about your brand’s achievement or recognition—let them be yourmegaphone.
#2: Support Current CustomersThe second type of Facebook group is made up of your current customers. To buildthis community, invite people to join the minute they become payingcustomers. Let them know that you have an active Facebook community and wantthem to join it.
Explain how the group works by using the About section, like Golden Tote does.For example, members connect, share ideas and strategies and support one anotherwith whatever they’re working on.
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Be sure to provide a link to the group in the welcome email and on the signuppage . Track how many customers have signed up and continue to invite those whohave not yet joined.
Golden Tote uses a Facebook Group to support its customers’ trading.
Here are some ways to develop this group and enhance the community feeling:
1. Be generous and foster an environment of giving.
For example, offer hints, tips and tricks on how to use the lesser-knownfeatures of your product and inspire other members to share their insights.
You may want to invite members of your dedicated fan group to join this groupand share tips about how they get the most out of your product or service.
2. Be transparent.
Consider responding personally to complaints. For example, acknowledge andthank a fan who uncovered a bug in your product and mention that you’re working ona resolution.
You don’t necessarily need to pander to the customer or offer a discount. You can just
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admit something was wrong, apologize and explain when it will be fixed.
Respond personally to your customers.
3. Be present.
Respond as quickly as possible to questions and comments. If you don’t havean immediate answer, let customers know you’re looking into it and will get back tothem soon. Give hints, tips and shortcuts regularly. Encourage others (particularlyyour dedicated fan group) to share ideas and strategies they’ve discovered.
4. Be inclusive .
Offer members deals and promotions that aren’t listed on your public socialprofiles. Make them feel like they’re part of an exclusive club.
If customers show a unique amount of dedication to the current customer group, ortalk about your company frequently on social media, invite them to join the dedicatedfan Facebook group as well.
#3: Nurture Customer SegmentsOne of your most important tasks as a marketer is to develop customer personas—that is, identify the types of customers you have, what their worries and difficulties areand how your service or product is meeting their needs.
If you have customer segments that are significantly different from one another, createFacebook groups for each segment.
For example, consider creating a group based on the languageyour customers speak.
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Do you have an international audience? Segment your Facebook groups by language. Image:
Shutterstock.
Perhaps some of your dedicated fans aren’t interested in serving as a mentor orresponding to questions about your products. In these cases, create individual groupsto serve the needs of those members.
Final Thoughts
Creating your own Facebook group is a great way to enhance customer loyalty anddevelop deeper customer relationships.
Start a dedicated fan group, current customer group or segmented customer groups.
What do you think? Have you created any Facebook groups? And if so, havethey helped grow your business? Please share your thoughts in the commentsbelow!
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Tips for using Facebook Groups for
business.
All photos from Shutterstock.
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ABOUT THE AUTHOR, A shley Coombe
A shley B Coombe is an af f iliate marketer , blogger , soc ial media
manager . She w r ites and speaks on each of these topics and
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18 Comments Social Media Examiner
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• Reply •
Jeff Morgan • 19 hours ago
You ROCK! △ ▽
• Reply •
Ashley Coombe • 15 hours ago> Jeff Morgan
Thank you Jeff! △ ▽
Santhosh Kumar • 18 hours ago
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• Reply •
Good one...!!! △ ▽
• Reply •
Ashley Coombe • 15 hours ago> Santhosh Kumar
Thanks Santhosh! △ ▽
• Reply •
Lori • 17 hours ago
Are these groups created by the page or an individual? △ ▽
• Reply •
Ashley Coombe • 15 hours ago> Lori
I create the groups as an individual, but the users know that is coming from the company, not me as aperson. A page cannot create a group though. Even if I could create the group as a page, I think I would stillwant the personal touch of having it come from a person. Does that answer your question, Lori?
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• Reply •
Lori Sams • 13 hours ago> Ashley Coombe
Yes, I didn't think a page could create a group so I was making sure i wasn't missing something new.We have been trying to figure out the best way to utilize groups for our pages.
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• Reply •
troublesometots • 17 hours ago
I've got a new-ish successful group that is fulfilling most of the ideas you suggest here: I personally respond/interact,some members are becoming mentors to others, they have insider access to things, etc. But one thing I would loveto get your thoughts on (and that I'm a bit muddled about) is how to differentiate what page vs. group members "get".I mean one of the upsides to a FB Page is that you give followers insider access or updates, etc. Now there is this"super insider" community within the group and I'm not clear on how I should be approaching what to share/post tothe page vs. group. Thoughts?
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Ashley Coombe • 15 hours ago> troublesometots
I definitely have thoughts on this. Isn't it so cool when your audience starts supporting you by answeringquestions? I think that is such an amazing feeling. I think about this as the difference between all myacquaintances and my best friends. I can share with all my acquaintances that I was published on SocialMedia Examiner (yay!), but with my best friends I can say "Get out there and help me promote this, now!" Ican tell my acquaintances about a product update, but I can ask my best friends to try it out and give mefeedback. They know that when they need a favor, or promotion, or for me to try something out, the favor will
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• Reply •
be returned. So, Page = Acquaintances, Group = Besties. Make sense? (also, I could not figure out how tospell acquaintances right without spell check this entire paragraph!)
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• Reply •
Kellie McGarry • 13 hours ago
Thank you for this. I have a business as a Body Image Coach and have a page with not a lot of engagement. because of the sensitive nature of what I do, I really want to create a closed group and have been thinking about thisfor awhile. My main concern is how do I support others but still advertise my coaching as well? delicate balance.
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• Reply •
Ashley Coombe • 11 hours ago> Kellie McGarry
You're exactly right, it's a very delicate balance. It's easy to annoy people by adding them to a group withouttheir permission! If you have a small group of individuals that are big fans of the work you've done with them,start with just them. Then post on your page that you have a secret group with some of your most successfulcustomers. Invite them to join, and let them know that the advantage will be support and ideas from otherusers who are successful with your coaching. That way, they know they are being added in order to followyou as a coach, rather than just for body image coaching. Then they won't be surprised when you mentionyour business. Is that helpful?
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• Reply •
Ian Cleary • 12 hours ago
Hi Ashley, some great tips in this article, thanks for sharing. Ian △ ▽
• Reply •
Ashley Coombe • 10 hours ago> Ian Cleary
Thanks, Ian! I had such a great time hanging out with you at SMMW, looking forward to next time! △ ▽
• Reply •
Vinny O'Hare • 12 hours ago
Great stuff! Facebook groups are so much better than fan pages. △ ▽
• Reply •
Ashley Coombe • 10 hours ago> Vinny O'Hare
Thank you so much Vinny! You definitely help make our ambassador groups what they are! △ ▽
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Jennifer Ballard • 8 hours ago
Thanks for all the ideas, Ashley. The wheels in my mind are spinning with possibilities... (Great to meet you atSMMW, too!)
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• Reply •
Olivia • 5 hours ago
Looks like you have had some productive and rewarding experiences with Facebook Groups!
It's best when the paths can be followed through natural evolution, which seems to have happened in your case.
To start from scratch is a bit different, but can also work too.
Thanks for sharing with us, △ ▽
• Reply •
Salman Sharif • 3 hours ago
Thats a great way to network with your customers. A superb guide Ashley △ ▽
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