There is absolutely nothing like building a profitable and engaged Facebook group when it comes to growing your business online.
When you’re leading a Facebook community where everyone’s energy is aligned, everyone is engaged, and you’re seeing incredible results, it’s a beautiful thing for both your business, and the members of your group.
But what happens when that’s not the case?
Maybe the people in your group aren’t engaged. Maybe it’s draining your energy, not filling you up. Maybe you’re not getting the return on your investment in the group you know you deserve.
How do you turn things around?
There are four major influencers that will impact the return on investment you get for the time you spend in your Facebook group.
1. Psychology
You absolutely have to understand the psychology of why people are coming to your group and what they hope to get out of it.
Pay attention to which posts, and what content, people are responding to and which ones they are not responding to. Instead of leading with the content you WANT to share most, you have to consider the needs of your group and what they WANT most.
There’s often a disconnect between your strategy and their needs. You’re not delivering in alignment with their psychology.
How do you solve this? You have to get in their heads, go to them directly, and ask, “Jenny what kind of content would you show up for in this group each week?” “What would help you make progress towards your goal?” “What’s been holding you back?”
If you’re not seeing responsiveness, you have to pause. If what they’re coming for is different from what you’re delivering right now, you need to pivot. It could be little tweaks or a big shift, but get intentional about
Get off your one track, and integrate your users into co-creating the experience with you.
2. Experience
When we first sat down as a team to talk about opening our Facebook group, we wanted to create a party-like environment with a super high vibe. We wanted a user experience where people could find more value in our free group than in the paid ones.
No two Facebook group experiences will look exactly the same. How do you cultivate a very specific user experience in your group? And how do you keep cultivating that experience over time?
Map out how you are going to maintain the vibe you want in your group – then get your team on board to help you cultivate that experience, remembering it starts with the energy you yourself bring.
3. Rapport
When you think about people coming back over and over again to engage in a Facebook group, you want them to feel like they have a sense of rapport with someone on your team.
As soon as someone joins your group, they need to feel welcomed immediately. This can take the form of a welcome message, or being friended by someone on your team, or being given a gift. There’s this very intentional onboarding sequence that happens. The goal is for your social sellers to be building rapport with the people coming into the group, so each new person feels like they’re in relationship with somebody there.
When people come to a group, and they don’t have a personal connection to anyone else there, they may or may not participate, engage, or come back.
It’s like playing catch. You throw something out there, they respond. You ask something else, they respond. Back and forth it goes. Engagement.
If someone stops engaging, they’ll also stop getting notifications about you going live. And they’ll eventually leave the group.
Make sure you have an end to end strategy in your Facebook group for every single person who comes in. You don’t want to lose them.
4. Energy
We started with energy, and we’ll end with energy. At the beginning of this post, I talked about your energy as the leader of your company.
But you also need to be concerned about the energy of your group.
How would you describe the energy of your Facebook group? How do you cultivate community in the group? How do you get them interacting with one another? How do you get them asking questions and sharing things in the group?
Every single aspect of what you see, hear, feel, taste, touch, and experience in your Facebook group comes back to the intentionality of the vision you have for the group. How do you cultivate that vision? What’s your role? What’s everyone else’s role?
Make sure your energy in the group is one of investment and pride and a way to build the brand. You don’t want it to feel like a drag. If the group is draining you, instead of energizing you, people will be able to tell. They’ll sense the negative spirit of the group and won’t want to engage.
There are so many ways to build your business, so many ways to create your content and share it with your community. Don’t just force a strategy that’s out of alignment for you. There’s no reason as a business owner that you shouldn’t be showing up in a way that lights you up, feels good for you.
You should be doing what makes you come alive. If that’s in a Facebook group, then get building!
