Did you notice it huh? For some time, it's really misery. Your Facebook page with 20000 fans no longer has any visibility. Your publications go by the wayside in the newsfeed. All because of the change of algorithm of Facebook. Yet what work to get there ….
Promotion galore, pay advertising, so on …
Many hours and budget invested.
2 things though.
The first is not your fault if these changes took place Apart from your name is Mark Zuckerberg, it's complicated to go toy with Facebook internal algo.
The second. This is not a drama and there is a way to work differently to get good results.
The third (I said 2 I think …). We will see here another way and the first steps that you can put in place today to revive the machine.
I do not know if you felt it. But today we are at a turning point in how to do business on the web.
There are more and more people to try the adventure.
And the miracle recipes to make you rich in 3 days, it starts to run out a little anyway.
The key now, it is in the creation of a community. In creating sincere and deep links with your audience.
I will explain this to you with the example of a business 100% offline: a restaurant.
When you have a dinner at the restaurant with your spouse or even with your group of friends, what you eat matters.
If the food is not great, you're unlikely to come back. And worse, you will probably make bad pub on the place with your relatives.
But it's not just that.
The experience that you will experience as a customer also counts. Very much same.
How were you greeted when you arrived in the restaurant?
How did the staff behave towards you?
We have all experienced the haughty waiter who seems to disturb when asked for a carafe of water.
Or the one who shoots when asked for the sauce except for the salad.
If you think about it, it's even worse than what I just told you.
If you have eaten well, but the service was deplorable, you will probably make bad pub. Because the experience in the end, will not have been ideal.
However, how many addresses in which you had a great time, did you recommend to your friends?
Where did you find yourself a little pampered as a customer?
Where did you even leave a tip because the waiter was funny and accommodating?
The kind of place where you will return with pleasure. That you want to discover to your surroundings.
The relationship with a business on the web?
If you sell products online, whether physical or digital (training, coaching, support, etc.), it's exactly the same.
There is one side the products you sell.
And on the other, your relationship with your customers or future customers.
The experience you give them and the connections you have made with them.
Before even trying to sell them anything.
So how do you build a real relationship with your audience?
By using Facebook groups.
It is clearly on this that the founder Mark Zuckerberg puts all his energy (and it is not me who said it, it is him).
Basically, the right time to start you in the construction of your community.
Ok, now let's see a little more detail about why. Or why, how, if it suits you.
Because there are some rules to follow if you want to build a quality group.
What is the band? And what is the difference with the pages?
First of all, if you do not know what a band is, see the difference between your fan page and your future band.
One page, she is here to promote your products and services.
The group meanwhile, aims to bring together people with the same focus. The fly fishing enthusiasts of the Lot et Garonne for example.
To create a space for exchange around common interests. If you're old on the old web, it looks a lot like the forums that existed at the time. With very specific themes around which people exchanged.
The idea behind?
Build a space in which you will attract people who are interested in what you have to tell. Instead of thinking fan of a page, I repeat, think community.
Eventually members of your community can turn into fans.
The subtlety, especially when you start, is think quality before quantity.
Think as if you were going to open a restaurant 3 stars and especially not a McDonald's.
Because here, we do not want to attract the all-comer. Only people who like good food. And who have their own feet to enter the restaurant.
Because we must not forget the purpose of the maneuver. Create a community of people who are interested, even passionate about what you have to tell them, to teach them.
I will give you a few golden rules to apply to your group. If you already have one, you can change the way you use it. If you do not have one yet … well, you just have to do the following.
Private or not Private.
When you create a group, its visibility settings are important.
There are 3 levels of confidentiality.
- Public: Everyone sees the group and can consult its content;
- Private: everyone sees it and only members can view the content (the point that interests us);
- Secret: no one sees the group except the members. No interest for us here you doubt it. If no one finds your group, it will be difficult to grow. (It is difficult to see a restaurant without sign, hidden in the depths of a cellar).
You have all the details here on the Facebook site: www.facebook.com/help/220336891328465
Ideally, your group will be private.
This allows you another essential point: validate the members BEFORE their membership and thus their entry into the group.
What interest will you tell me?
If the person applying to join your community is already a member of 189 other groups, you probably have interest in refusing it.
This is the kind of profile that will never see your posts (drowned among all others) and is unlikely to interact with them.
No interest for you because it will weaken the quality of your group.
No interest for him, because he will not benefit from your knowledge.
It is possible to ask future members questions when they ask to join your group.
In my case, if they do not answer. I refuse the application.
Because if they are not involved from the beginning to be active members of the community. They are unlikely to be once they join her.
For example, if you have a group on the kitchen, you can ask your future members what is their main difficulty in cutting a pineapple.
This allows you at a glance to see if the profile of the future member is relevant or not.
Simple and radical!
And all my hard-earned fans on my page?
You already have a page well supplied in visitors?
Do not panic, it is possible to repatriate part of your group with 2 simple tips just a click away.
- Promote your group through posts on your page. To naturally encourage your readers to join your group.
- Pin a post at the top of your page to get people to apply for membership.
Clearly, not everyone will come.
But as I told you. Your goal to start is to serve a beautiful tartare of refined salmon. By breaded fish from the local supermarket.
Your fan page, but not that …
Your Facebook page is good. A good start.
But you may have a list of mail at your disposal.
A list of readers of your blog, your prospects and / or your customers.
Why not send them a message to invite them to the group? That's how I did to have my first members.
These are very good candidates because if they are already subscribed to your newsletter (or better customers at home), there is a good chance that they want to join your group.
A little thing that everyone neglects …
Never add a member manually, let them come to you on their own.
You have already experienced adding to groups to which you have not asked anything. The guy who asked you as a friend and who 10 seconds later automatically adds you to his group.
It never makes you want to stay a member. So do not make the same mistake.
Do not forget: "It's all about fun"
A point capital not to neglect.
People come on Facebook to get loosen. Not to work or shop.
If you spam your group with ads and offers every day, you'll just get drunk and they'll go. The opposite of the desired effect.
So, how do I work?
I publish content every day (or almost). Like a restaurant that shoots a different dish of the day all week (yes again the restaurant, but the example works well huh?).
Uh, every day … It's a lot of work?
Yes a little, I admit. But we do not attract flies with vinegar (or prospects with wind).
I apply this strategy for several reasons.
First of all, to bring a lot of values to the members.
And it allows you to show them that there is life in your group. That the thing is not handled in a totally impersonal way.
That this is not just an nth space where we will push you from the link to products or content without tail or head.
What is magic?
You can vary the pleasures and formats.
Post text, photos, audio, videos (a good live from time to time is terrible, especially to test a paid offer). Even downright mix all these formats.
Publish every day is also a way to start creating links. To ensure that you appear daily in the news of your readers.
Let them notice you. Let them know you are here.
Because we must not fool ourselves.
Competition will be tough in the field in a few months. And in my opinion, only those who truly bring quality content and values will break through and survive.
Well, I'm not going to lie to you. At first you feel like Tom Hanks on his island with his ball Wilson. Alone in the world. It's the desert.
People do not react or little. To ask you if there is really anyone reading what you are posting.
A bit like those restaurants where you have the waiter who wait, alone at 21h in front of his bar.
But again, it's a story of perseverance and regularity.
If your selection of members at the entrance is good, you will necessarily interest your readers.
Do not get discouraged and hold the bar. This step is crucial! (Having been there, I guarantee you this is the time when you should not let go).
Weave the link continuously
Once you have the first reactions to your posts?
Take the time to chat with your members. Like their comment, answer the questions they ask and ask you. Pampers them.
That's how you'll build a bond. Create emulation between members. And once again show that they are not deceived by coming into your group.
You'll tell me that it takes time there too.
Yes and no. If you are well organized, managing your group does not require so much energy. These are the kinds of themes that I cover in my own group that talk about efficiency and organization.
Your new playground
A Facebook group is like a playground, a restaurant, or a bar.
You can get to know the members, exchange. And especially big interest learn a lot about their problems. Because we must not forget one thing. You are here to run your business. And discover the deepest problems of your audience, this is the best way to give them all your help. To expose your expertise to bring out the best solutions for them.
Once you have demonstrated this, you can follow on.
When to sell?
Ah finally ! It's all well and good to create a community, but for a while you have to test your prospect base.
So when do you start offering paid services?
When you have a few people, of course. If you have 10 tourists fighting a duel, it will probably be a fair bit. But you do not need to wait for 1500 afficionados of your theme. Because if you have qualified your members at the entrance, they will be for the majority of prospects (there are always a few tourists or people who never buy in the lot).
I made my first sales in the group when I reached 200 members.
What did not make me millionaire you suspect. But allow to validate the quality of the group. And it's a great way to start showing that you can provide more services than what you give for free.
If you took the time to do your job well upstream to animate your group, people will not be offended that you offer them a paid service. Normal, you already have through your content, demonstrated what is your value and what you can bring.
Here is an example of a spontaneous return of a client following a sale made through the group.
As for the restaurant. If you serve good food, your customers will be your best ambassadors.
Swipe from time to time
Once again, if you want to keep a quality group, you have to do some housework from time to time. Sweep when the service is finished.
What do I mean by that?
Simply remove from the group members who have no place.
Except you will not have statistics on your group until you have reached at least 200 members. But (thank you internet), you can use free online tool socialgraph. It gives you interesting values about your readers.
You understand, it's a bunch of times that I repeat. It is by preserving the quality of your group that you ensure the durability. Not letting the first tourist come rotten you the wall with his links to "To become an annuitant in 24h (and without investment)."
So you imagine, although I apply the same policy on members' posts.
That's why each post in the group must pass by the validation of an administrator or a moderator.
Personally I prefer to moderate the posts because there is a bunch of people who will just come to advertise their business and let's say they do not care what you share.
If the behavior becomes recurrent, I eject the group member.
Before concluding, an important point.
This article is specific to Facebook groups. But what you have to understand is thatyou have to go where your prospects are. If you are doing B2B, you will probably find them on Linkedin and not on Facebook. You just have to take a step back to start to choose the platform that fits your market.
Setting up and running a community is a long-term development strategy for your business. And you have to consider it as such if you want to have results. Not just as a hobby on the web 😉
Well, are you still here?
Here is a road map recap of the main steps that will help you develop a successful group. So that you can now get to work.
Your road map for a successful group
- Create your private group
- Position membership selection criteria
- Not present in too many groups
- Some validation questions before accepting the request
- Fill your group with your existing contacts
- From your Facebook page
- From your email lists
- Bring valuable content
- Publish regularly
- Reply and exchange with your members
- Start selling
- Test and propose paid offers
- Administer your group
- Delete inactive members
- Delete members who are trying to spam the group with their self-promotion
One last reminder before you go. It's even more of a reminder given the number of times I mentioned it :-).
The quality of your group, it is in the selection of your members, the interactions you have with them and the content you give them.
Your turn !
The author: Benjamin Vauris:
Benjamin has 3 lives: entrepreneur, father and employee. It helps entrepreneurs start their business in parallel with their job as an employee. How? By sharing productivity methods to free up time and boost efficiency.
Find him on his Facebook group: Les Zefficaces.
Website – Facebook