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More and more young people are looking for meaningful interactions with like-minded people. These intimate spaces for real connections are called ‘digital campfires’.
A good example of a digital campfire is a highly engaged Facebook group. This blog will explain how your brand can use a group for digital marketing purposes to help you build a better brand.
Facebook groups can act as focus groups with the right digital marketing strategy. A high user engagement group can help you make important decisions by contacting your customer base directly or targeting demographics. However, you do not want to be too strong and sell. Rather, focus on following three rules when creating a solid strategy to engage your Facebook group:
1. Provide value
Your customer base needs to feel that your Facebook group is a safe space to openly discuss and share opinions about your brand. It does not matter if these opinions are good or bad, as long as people feel comfortable having sincere discussions.
If you do not immediately delete negative comments and only encourage positive feedback, you are giving value to group members who will feel at ease when criticizing. This openness is infinitely valuable to your brand because you will have access to what your customers feel is doing well and what you need to change going forward.
2. Pay attention
It is important that the members of your Facebook group feel that their voice matters and that their opinions are heard. They will feel more empowered to give beneficial feedback if you pay attention. You need to closely monitor the Facebook group of your brand and respond if necessary.
If anyone has a negative comment, thank them for sharing their opinion and let them know how you work on it. Keep an eye on all the comments to find out what issues need to be resolved. For example, if someone sends a message about the delivery cost being too high and if people want it or comment, you can devise a lower cost solution.
3. Be consistent
Like other social media content, consistency is key. So here are some content ideas to stay consistent and promote the engagement of your Facebook group:
- Hold a contest or challenge.
- Post relevant blog posts, current events, or industry news to ensure that content is not always brand-specific, but more specific to the group’s purpose.
- Provides exclusive news, product announcements and behind-the-scenes looks.
- Welcome new members by sending them private messages or asking them to introduce themselves with a nice group related question. For example, if the group deals with vegan recipes, ask for their essential pantry item.
- Conduct a poll or quiz to gain insight into what they want from the group and offer a price (such as a free product) as an incentive.
- Schedule Facebook Live sessions to talk to group members in real time.
- Do a theme day once a week like #ThrowbackThursday, #MotivationMonday or #WellnessWednesday and encourage group members to participate.
- Ask many questions at the beginning of conversations or ask the discussions as follows:
- This is very important, and we would love your feedback. Please leave a quick comment and tell me what you think.
- Let us know what you think if you know anything about this topic.
- We have been curious about this for a long time. What do you think?
- Please share your experience.
- Share your tips and tricks with the group.
How to grow your Facebook group
If you are just starting a group or notice stagnation, use these tips to promote engagement and attract new members:
- Add clickable links to the group to your other platforms, such as your website and other social media pages.
- Make the group private to indicate exclusivity.
- Offer free content, such as tutorials and e-books when members join the group
- Invite the followers of your Facebook page to the group
- Add a link to the group to your team’s email signatures
- Launch Facebook Awareness Ads
Facebook groups are a great way to encourage people to ‘digital campfire. With the right digital marketing strategy, you will have a direct link to candid conversations with your customers.
Encourage and engage your group members to ensure that they know it is a safe space to openly discuss the brand and related topics without result. Use it as a resource to pay attention to customers, answer questions and provide only your brand insight.
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