Category: Social Media Marketing

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Keeping your Facebook Group Engaged and Active

Did you know that 70% of customer loyalty may have nothing to do with what you are selling? Shocking as it may sound but very true.

There are several factors that are of great importance when it comes to keeping your Facebook group active and engaged in terms of customer experience, shared value, and trust that can help you increase your revenue; because ultimately, what you are trying to do is asking a mom somewhere to skip buying a pack of diapers and instead buy your product – which she will.

This is known as Purchase on Command


Source: clarabridge.com

You are at an advantage because Facebook is not only a free platform, it is essentially sustainable but ask yourself, how does your interaction with your Facebook group deepen their engagement?

Recent studies reveal what customers want in exchange for their loyalty;

  • 77% want a genuine product
  • 73% want an effective customer support
  • 69% want to be reorganized by a brand and would stay with it for rewards and loyalty points
  • 64% want shared values with brands
  • 60% need online contents from their trusted brands
  • 48% would come back if their first purchase was seamless
  • 41% want personalized contact from brands based on their browsing and purchasing history

The moral of the story is; while getting new customers is good for business, it pays to be extra vigilant of your existing ones because loyal customers will buy 90% more than 20% from a new shopper.

You may have the best success in driving customers to your landing pages through thorough market research, immaculate ad campaigns, cross-promotions but if your client engagement is lacking, so will your revenue.

Here is what you need.

  • Evaluate Your Resources

This area requires you to be the face of your online business and create a content-worthy campaign and maintain your social media account.

It requires technical skills so you will need to be sure you have the necessary people in place to execute a social media marketing plan before you start and an effective team that will manage your business and more or less takes your new brand to the next level.

If your audience interaction and content is atop-shelf in quality, you will, by all means, generate more clicks because you will have built a loyal following of people who trust you as a source that can meet their needs and expectations.

  • Create a Facebook (Business), Group

The business is in parentheses for a good reason; there is a big difference between a Facebook profile, page, and group when it comes to setting up a social media marketing business.

A Facebook profile and page can be personal and can be ‘friends’ with your members, you can have a business profile, however, NO advertising allowed.

On the other hand, a Facebook Group can be members only (don’t need too friendly), allows business advertising and discussions, and your group can be opened, closed, or secret, which is what you essentially want.

  • Have a Sizable Group

Neil Patel suggests groups of about 200+ members on your Facebook group should be the right number to start you on the right footing, specifically a Closed Groupbecause it not only gives you better control over adding new members, it is safe and protects your business incase you have disgruntled customers.

Ideally, this group is meant to casts a wide net over specific subject matters with a few of your well-respected peers as well as give you the opportunity to network.

It more or less keeps the conversations focused, and it is a great way to build stronger relationships with customers while allowing you to collect honest feedbackon what their customers might like.

  • Have a Relatable Theme and a Recognizable Picture

Being recognizable is important to get found and ‘liked’ – especially in Facebook Search. You want to pick a profile picture or a company logo for your brand that will be easy for your potential clients to recognize.

You already have a target audience in mind, so having a theme that is relevant to your product that your audience can identify with is important.

  • Have an Engaging Cover Photo and Descriptive Links

A cover photo takes up the most real estate above the fold on your Facebook Page, so it needs to be attractive, one that’s high quality and engaging to your visitors.

Optimize the description of your profile by including links to your relevant website, a blog post, a piece of lead-gen content if you have one.

These are great opportunities for interested customers to get to know your business/ company better, and the descriptions of your profile picture and cover photo are prime real estate to do so.


Source; adobe.com

  • Add a Call-to-action Button (CTA)

This CTA button should be relevant to your marketing strategy. You can choose either “Sign Up,” “Shop Now,” “Contact Us,” “Book Now,” “Watch Video,” and customize it with a destination URL of your choosing.

This brilliant feature was launched in 2014 that allows you to add one of seven pre-made call-to-action buttons to your Facebook Page’s cover photo or integrate your Facebook cover photo with your CTA button with the aim of driving traffic from your Facebook Group to your Website.


Source; arealchange.com

  • Personalize your Welcome and Introduction

Recognizing a new member by name when welcoming them to your Facebook Group and having them introduce themselves to the rest of the group members is a great strategy that not only lets the newbie feel welcome, it will give them a sense of value and commitment to the overall success of the group.

  • Be Pleasant

Positive emotions are what make customers stay with a brand, and you can do this by ensuring that a customer is having a pleasant time on your site.

Live chats, personalized product recommendations, loyalty programs, sharing a sense of mission (environmental protection) all these ensure a positive customer experience.

Creating a Member Facebook Group When You Have None

Congratulations to you if you’ve had and maintained 11,285 members on your Facebook group because building a positive brand reputation takes innovation, creativity and a lot of time. Rome wasn’t built in a day. But what if you could, without breaking your back or bank?

According to The Chartered Institute of Marketing, it costs 4 to 10 times more to acquire a customer than to retain one. Facebook allows you to reach a broad audience, however, honing and perfecting that message takes brain power and time. Remember, Facebook is a powerhouse with hundreds of millions of users still on it and knowing where to look is the trick so as to create an engaging Facebook group.

The secrets out! Creating a large group for your member Facebook group will not be on your Facebook profile, but on your Facebook Group. Having a highly-engaged Facebook group is one of the best assets that you can have for your business but don’t forget that although audience size does matter, having millions of likes doesn’t guarantee success on Facebook. Before we continue, this is a quick look at how having a Facebook group benefits your business;

  • Adequate visibility on your Facebook group is important because it builds brand recognition and trust and the good thing about Facebook’s ‘addictiveness’ is that people are constantly scrolling through their feeds and if your content is interesting attention-grabbing, then you will get seen
  • It is in your niche, and you will be building a community of like-minded people who appreciate your effort of making this experience possible for them. This, in turn, translates to a better reputation for your brand and potential revenue
  • You are in full control over what is allowed and not allowed on the Facebook Group Page, and as the leader of the group, your positive input is recognized, and that will reflect on your brand’s growth.
  • You can offer exclusive access and incentives (depending on your product) to one of your Facebook Group Pages that is only given to people who buy your particular product
  • There are more sales because people in this Facebook Group Page are paying customers and a loyal fan-base that take the Group Page seriously
  • Depending on your group interaction you can count on great leads and recommendations that are relevant to your brand as well as get an insight of common questions your members have and what they appreciate

 

That said since you want your group to be as visible as possible, make it a public group in its early stage, but bear in mind that this may generate an otherwise ‘spammer’ activity that may not be relevant to your business. You can always change to a closed group once you get your head around things. Next;

Promote your Group on Different Groups
This can be done by clicking on the “Groups” icon on your Facebook group page. You will find 28 group categories that deal with different fields such as food, relationships, spiritual, politics, arts, fitness, sports, science, photography to name a few. Join a few groups that co-relate or somewhat similar to yours and occasionally post something useful to these other groups and link back to a post, photo or the main page from your group. What this does is;

  • Ensures that you remain visible
  • It will allow like-minded people know about your group
  • You will ‘stumble’ across very useful business information from what they post on your group landing page
  • You can add the most relevant group to yours and build your member group. What you are doing at this point is engaging, promoting and advertising


Image source; www.nielpatel.com
At this point as your group member grows, you may want to consider implementing some privacy options such as;

  • Making your Facebook group a closed one (recommended) where members only can see your posts and joining it requires an approval
  • Having STRICT group guidelines that all members must adhere to or risk being removed from the group


Image source; inboundmarketing.com


Image source; arstechnica.net

 

Cross-promote your Group Page
Promote your on several social media handles such as Twitter, YouTube, social bookmarking, email signatures, and any other marketing materials because they are all important forms of communication platforms that will see your brand out there to different people at different times so that they are aware that they can join and follow your Facebook group.

Source; adespresso.com

Keep your Facebook Group Active
The most important aspect of brand marketing.“Having a loyal fan base is essential to the growth of your brand and spreading your message far and wide” even when you have reached the 11,284 mark, this is not the time to relax. You need to keep your customers engaged in every way possible. You may be the messenger, but you will be creating other messengers will not only spread the news on your behalf, but it will also be absolutely at no cost to you!

If you have time in your hands, maintain a little bit of activity once a week or more on your group page goes a long way. This will see members contribute something too. Keep in mind that each activity should vary from the last one and one that is of interest to your group so as to keep people interested in the group or page content. Consider the following ideas;

  • Links to something helpful such as deals, competitions or giveaways
  • Update with information regarding your brand
  • Starting a virtual or real-life event
  • Using Facebook chat to ask a question that prompts a meaningful debate
  • Uploading a tag, videos or photos that interest your group