In 2020, it’s estimated that almost 80% of the US population uses Facebook in some form. We use it to engage with friends, share messages, and to buy and sell through the Facebook Marketplace.

Over the years, organic reach on Facebook has continued to drop as the platform has pushed towards paid promotions, such as boosted posts and Facebook ads.

However, there is one area within Facebook that is experiencing high levels of engagement: Facebook groups. 

Facebook groups can have a huge impact when used in your marketing strategy. Businesses who center a group around their brand can build a community around it.

What are Facebook Groups?

Facebook Groups were launched in 2010. They are places for group communication and people sharing their common interests and expressing their opinions. 

Facebook groups allow people from all around the world to come together around a common cause or activity to organize, discuss, and share related content. 

Anybody can set up and manage their own Facebook Group for free, and as a participant, you can join up to 6,000 Facebook Groups.

Some Facebook Groups let anyone join while others are private. Some Groups are secret and can’t be searched for, so a qualifying member has to invite you to join.

When joining a Facebook Group, whether private or public, your Facebook friends might see that you’ve joined it. Leaving a Group will not notify the other members.

Once you have joined and been approved by an admin, you can create events, upload pictures, videos, and share files within a Facebook Group.

Facebook Groups Vs. Facebook Pages

A Facebook page is a place for an individual or business to share promotional content. They are a place for fans and followers to stay up to date with brands and personalities they are interested in.

Generally speaking, organic traffic is much higher in Facebook Groups because they have targeted interests. People join them because of specific interests and have a purpose for interacting.

Another benefit is that nobody can currently advertise in the groups, which makes them less commercial than the rest of Facebook.

Using Facebook Groups in Business

Some businesses have wisely created Facebook Groups to engage with their customers. 

These companies have created a community of paid users where they can offer suggestions and ask support questions.

When a customer is looking for support and help here, you can use Facebook Groups to answer and share it with the rest of the community.

Examples of these are:

• Ahrefs
• Adespresso
• Ontraport

There are also Facebook groups that share business ideas and resources can also be a great place to connect with potential customers. For example, business owners looking for advice on digital marketing can find access to experts in Facebook Groups.

Another aspect of Facebook Groups that can be invaluable is the ability to draw content ideas, and do customer research inside the group. When questions are asked, or complaints happen, these are great opportunities to fix them and turn them into content pieces for your website.

Use Facebook Groups to Build Relationships

Perhaps the most significant value in Facebook Groups is the ability to engage with an interested audience. They have a genuine reason for paying attention to your posts, and if you take the time to engage with them on a personal level, it will build long-term relationships.

Don’t aim to use a Facebook Group in the same way you would use a Facebook Page – they are not meant to be a promotional tool. Instead, they are a place to connect and crowdsource with. They are like a virtual networking event where the more you give, the more you can gain.

Brandastic is an award-winning digital marketing agency based in Orange County, with offices in Austin and Los Angeles. We assist companies in enhancing their digital marketing, social media ads, and SEO. Contact us today about growing your online marketing success.