There are a number of social media platforms that offer free and low-cost ways for brands to engage with large groups of potential customers. Facebook is probably the one most online marketing experts would agree offers benefits to every type of organization, business or individual. Not only does Facebook have the most users by far than any other social network, it also allows a great deal of versatility in its use. One way it does this is to allow you to create a Page, Group or both for your business needs. Each of these tools has its own particular advantages. Let’s take a look at the difference between a Facebook Page and a Facebook Group so that you can decide which works best for you to reach your target demographic.
A Facebook Page is very similar to a regular profile page except that these pages are utilized for marketing purposes rather than for an individual’s personal use. Pages are intended for businesses, organizations, brands, celebrities and the like. Facebook Pages offer a number of features that individual personal profiles don’t. One of the most useful of these may be Page Insights. These are tools that allow you to monitor the demographics of your users and what actions are being taken in response to your posts. Such insights let you see how well your updates are performing. In addition, you can assign other members of your team as admins to your page so that you don’t have to handle all of the social media tasks alone. There are also third party apps with which you can spruce up your page and that give your users the ability to perform actions like shop, sign up for your email list and follow your company’s other social profiles without ever leaving your Facebook Page. You can even schedule your posts in advance for efficiency.
While not specifically intended for promotion, Facebook Groups can give brands a supplementary outlet for building engagement with fans. These groups are a place where people come together around a common interest. Anyone can create a group, and they can be used for nearly any purpose. Groups can be public, closed or secret. These varying levels of privacy add even more versatility to groups. As a marketer, Facebook Groups allow you to tailor your brand’s communication specifically to the needs and desires of your audience. Groups can be a space for a company’s fans to share recipes or uses of a particular product. A group can also be an appropriate forum for collecting user feedback on such things as client satisfaction, product suggestions or customer service issues. Bloggers or subject experts may form groups to teach aspects of a particular topic, building themselves a reputation as a guru and creating demand for their e-books or webinars. Facebook Groups are practically limitless in their utility.
Which Is Best?
There really is no one answer to whether a group or a page is best. The answer is determined by each brand’s specific needs. If your goal is promotional on a grand scale, a Facebook Page would be most effective in this capacity. Looking to facilitate engagement and build rapport with current customers? Find a common theme of interest to them and start a group focusing on it. Many companies and individual marketers will use both tools. This makes sense because the two are quite complementary for a variety of purposes. It’s almost always a good idea to have a Facebook Page set up as your brand’s identifying profile and place to share important information. A group is often desired as a means of achieving more precise goals.
Facebook Pages and Facebook Groups each have their own strengths. Neither is better than the other. Your job is to decide which will be most effective to suit your purposes and how to use them effectively. That’s actually the fun part.
Facebook continues to be the largest and most widely used online social network. That’s why it makes sense to create a presence there if you want to be seen by potential customers, clients or fans. You may be aware that businesses and brands of all kinds are using the platform for marketing purposes, but it may still be unclear to you why it works. Specifically, Facebook Groups have become a popular secret weapon of marketing professionals to reach their target demographic. Read on to learn more about the benefits of Facebook groups for marketers.
Besides offering a quality product or service to your clients, one of the most effective ways to inspire a loyal following is to develop a connection with them. When you engage with customers in a manner that feels personal to them that leads people to feel more invested in a brand. Facebook Groups are the perfect vehicle for creating this connection through encouraging people to come together around a common theme related to your business. The conversations that occur here organically bring members together to become a like-minded community.
The old saying “out of sight, out of mind” is definitely relevant when it comes to making sales. People are more apt to purchase your product, enroll in your webinar or enlist your services if they are reminded of what you have to offer. Facebook Groups offers a great feature to help ensure your posts are seen by members. Each time a new post is added, group members will receive a notification, serving to remind them of your mission. It is possible for folks to opt out of receiving messages, but many do not. So keep posting interesting, relevant content on a regular basis and your fans will be more likely to remain engaged.
Market research can be a time-consuming and expensive endeavor, but with Facebook Groups you have a free resource of willing participants to provide feedback on the quality of your latest offerings, the type of information that is most desired or anything else you need to know to be sure your business is on the right track. Asking for input increases the connection many will feel toward your brand. Be sure to circle back and let your members know if their specific suggestions were used and in what ways. They’ll appreciate the fact that their input is valued.
One of the reasons Facebook Groups are so useful to marketers of all kinds is because of the versatility they offer. You can create three different types of groups to suit different needs. Public groups are open to anyone and can be found easily through search. Secret groups are by invite only and can’t be searched. A middle alternative is a closed group to which members must be approved, but those looking for such a group can find it with relative ease. Each type has its benefits and provides a format that fits various activities. A secret group could be used as the meeting place for a premium mastermind group, while a public group may be a good option for fans of a cult classic product to share their ideas, memes, photos and more. You can even create specific groups that allow you to sell products. These “for sale” type groups have specific functions for item descriptions, geographic location, and specific price.
These are some of the fundamental benefits of Facebook Groups for marketers. Taking time to explore the group types and features, combined with a bit of creativity, will allow you to adapt group formats to your specific needs.