With more than 1.74 billion active users, and more than 15 million of them in Australia alone, it’s easy to see why Facebook is the social media platform of choice for many retailers. But even a comprehensive Facebook marketing strategy has its flaws. It’s becoming more and more expensive to target audiences with ads, and because of recent algorithm changes your posts from your business page may not be reaching your audience.

But where your Facebook business page falls down, a Facebook group dedicated to your retail business can pick up the slack. What do we mean? Let’s take a deep dive into how a Facebook group can ramp up your marketing, and the steps you can take to make it successful. Welcome to the Business Wilderness’ quick start guide to building a successful retail marketing group on Facebook!

Why Facebook Groups Are So Important

With the latest algorithm change in 2018, Facebook’s CEO Mark Zuckerberg spoke about how most Facebook users wanted to see more posts from family, friends and groups, and less from businesses. He mentioned how the platform wanted to prioritize meaningful interactions. To many business owners this may have sounded like a death knell, but a select few were actually rejoicing.

You see, for months (and even years) they had been carefully curating Facebook groups that housed their target audience. Even though this group were created by business owners as a way to market their services, they didn’t have the same rules as business pages. And with the new algorithm, these groups were being placed even higher in the news-feeds of their target audiences.

This example illustrates just why Facebook groups are so important for your retail marketing efforts. With groups, you’re able to organically reach thousands of people who have bought (or want to buy) from your business. What’s more, is that you can nurture this group to the point where it literally becomes a sort of “club” dedicated to your business, filled with raving fans who purchase almost everything you sell and sing your praises to anyone who will hear.

Sounds amazing, doesn’t it? We think so too. But, that still leaves you with a pretty important question. How do I start a retail marketing group on Facebook?

Starting A Successful Retail Marketing Group on Facebook

The first step to starting a retail marketing Facebook group is to choose an appropriate name. Stay clear of group names that are overly salesy, and instead choose to build a group around an interest that you’re 100% sure your target audience has. So, if you run a business that sells custom bait for fishermen, starting a Facebook group dedicated to fishing is probably your best bet.

Next, make sure you set the Facebook Group to closed. This way, people will be able to find it but have to send a request to be accepted — the whole exclusivity factor will make people even more interested in being a part of it. Create a few rules for your group, and then set a question or two that they should answer if they want to join. With this mechanism in place you’ll be able to filter out spam requests, and collect data about your target audience. A very easy way to get people into your retail marketing group on Facebook is by creating an offer that gives them a discount on an item in your store in exchange for joining. (If you want to take it up a notch, you can give them an even deeper discount for referring someone to the group who shares an interest in what the group is about.)

Now that you’ve got an idea of how to get people into your group, the question is, how do I keep them engaged and use this group to help market my business? We’ve got you covered! Let’s take a look at a few cool ways to use Facebook groups to market your retail business.

Cool Engagement Ideas for Retail Marketing Facebook Groups

The first key to building a great retail marketing group on Facebook is to always remember that your group is comprised of real people. Real people with dreams, aspirations and a complex inner world. Being able to cut through the noise in their minds (and on their Facebook feed) is top priority when creating content for engagement. Here are a few ideas:

  • Have exclusive coupon codes within the group. This makes each member feel like they’re part of an exclusive club, and if they already love your product, this might be the extra nudge they need to become a customer, or make a repeat purchase.

  • Share videos that provide value to your customer. Value content will never get old. And with 80% of all content consumed online projected to be in the form of video this year, it makes sense that you share that amazing content in the form of an engaging video.

  • Show your fun side with memes, videos and relatable content. People LOVE to see the human side of businesses, and your Facebook group is one of the best places to do that. Use information about your audience’s interests to choose the kind of funny content you’ll share. From memes to hilarious videos, the choice is yours.

  • Host giveaways or contests exclusively inside the group. Nothing rally’s people together like a contest of a giveaway. Hosting these regularly within the group will definitely keep the energy high. Bonus points if you post about this giveaway on your social media and promote it in emails. The FOMO will have people flocking to join your Facebook group.

After reading through this guide, do you see how much of a difference a Facebook group can make for your retail marketing business? In addition to building your brand, creating one could help your business finally break through the glass ceiling on Facebook, and start engaging with your audience on a much more personal level.

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