If yours is a business that operates in the field of services (e.g., personal care, tourism, food and wine), if you are a professional or a consultant (e.g., lawyer, accountant, architect, graphic designer, web designer), or if your business is based on a passion or a strong interest of customers (e.g., sports associations, fashion, reading, etc.) a Facebook Group can prove to be an excellent tool to strengthen your image and grow your authority.

In fact, the Group is very useful for creating a community, more or less large, of people who share the same interests and through which you can:

  • increase your circle of customers
  • connect with people potentially interested in your products and/or services
  • create a niche targeting your work to analyze their tastes and trends
  • or simply retain a relationship with your customers


Members of a group can communicate within the community with Group administrators and other members, asking questions, sharing new ideas and personal experiences, and offering useful insights to other members.

The result? You will have created an interested and participating community.
Yes whatever, but I already have a Facebook page! What does having a group change?
With the Page we enact classic one-way communication: administrators publishing content and fans interacting with some reaction, with comments or sharing of posts.

In the Group, by contrast, members can interact freely or almost freely (depending on the type of group) with each other. Company professionals will have the role of administrator and/or moderator of the group and can decide how to “filter” any communication within the community.

The Group gives rise to a form of participatory communication, with all the benefits that come from feeling part of a group and sharing experiences and interests.


HOW TO USE A FACEBOOK GROUP TO GROW YOUR BUSINESS?
The strategy is that of the Online Sales Funnel.

What is a Funnel?

Literally, it means funnel.

The path within a funnel, in fact, is very similar to the path within a funnelolaughing (don’t laugh, I’ll explain it better now):

  • in the upper part come user visits
  • in the lower part arise sales/conversions


At the top of the funnel are the users attracted by our content, the so-called Lead Magnets. In the lower levels, as we go down, we find the people who start following us consistently and whom we aim to turn into customers, with a marketing strategy directed at stimulating their engagement.

To attract users you need to use a good lead magnet! (now in all likelihood you’re wondering: what’s that?). The lead magnet, literally “contact magnet,” is nothing more than a gift (e.g., an e-book, a test, a video series, an audio file, a coupon, etc.) to be offered to your users in exchange for their contact, likely an e-mail address.

The lead magnet technique can be traced back to the so-called reciprocity principle (or reciprocation rule) discussed by Robert Cialdini in “The Weapons of Persuasion”: when people receive a gift, invitation or simple favor, in most cases they feel “obligated” to reciprocate what they have received. Does this happen to you too verolaughing?

Here, in a nutshell this is the Funnel! One does not instantly go from the “starting” point to the “arrival” point, but has to take a more or less long path, through various steps, before arriving at the final destination 🙂 The path through which a contact turns into a customer is anything but a slide.

Going back to our Groups for example you can use a Facebook Ads Campaign to attract potential users to join your Group. Obviously the lead magnet at the heart of your Facebook Ads is none other than the Entry to our Closed Group!

A themed group in which you offer content and provide value to your members.
Group access in exchange for your email address gives you the opportunity to:

  • Leverage the group as a place to strengthen our authority in anticipation of a future sale
  • Use their email address in all future Remarketing strategies!
  • identify a target audience


Group members should benefit from participation in this community, and this is only possible if you will use this tool to:
1.give advice
2.offer information
3.solve problems
4.share solutions


The Group will be the place where you “give value to those who follow us,” in an ongoing and constant way, in fact, once the group has reached a satisfactory number of members, you should not abandon it or leave it without guidance, but you should continue to curate it with interesting content and posts to keep members’ interest alive and increase authority and loyalty.

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