Social Media

The Trick to Facebook Groups Marketing Is Brunch

I’m really keen on Facebook Groups right now, especially for brand building, and you should be too.

In case you missed it in my dark web growth hacking tips post, it’s critical you build your brand – for many reasons – including because voice search is growing.

One place to build your brand is through Facebook Groups. Because according to Facebook, they prioritize content from Groups that users frequently engage with. And, the Super Bowl ad this year just reinforced Facebook’s investment, meaning more, helpful features should continue to roll out.

Furthermore, I’ve seen Groups work incredibly well for this website. Since my site is new enough that search engines don’t really care about it yet, more than 55% of my yearly traffic has come from Facebook Groups. This shit is for real y’all!

By spending 5 minutes a day in 10 different groups, you can probably double the traffic your website sees every week from Facebook today.

And, you’re going to have a great time, because a Facebook Group is like having brunch with your pals and confidants.

Let me cut to the chase: despite what other marketing blogs are telling you, you don’t need to start your own Facebook Group to benefit from this channel.

Sure you could chose to host brunch at your place. But then you’d only get to enjoy one brunch, and you’d have the stress of nailing every aspect of the meal. But if you’re a perfectionist with time on your hands, and need brunch to go your way, just start a community section on your website where you own the content and eyeballs from start to finish.

Trust me. You’re going to have a much better time hitting a bunch of brunches, and not having to clean any dishes! So hand me a mimosa and join other people’s Groups.

  1. To get started, pick 3-5 areas of topical expertise you want to focus on. They should be closely tied to what your product offers or your audience’s shared interests. Search for those topics on Facebook to find Groups to join.
  2. Then, continue to join Groups Facebook recommends based on your existing Group likes, and the Groups your customers are in (check out their profiles’ listed interests).
  3. Find Groups with around 1,000-55,000 members, that have posted at least 10 times in the last 30 days. Look for rules that say you can’t self-promote because you’ll get a better quality of people and posts that way. Join about 5-10 groups for each topic.
  4. Once you’re in, leave the groups that turn out to be spammy, so that you have a core group of Groups that’s about 10-15 big. You’re going to test contributing to all of those for two weeks, and then narrow it down to 8-10 Groups to stick with based on the type of traffic and engagement you see.

Now that you’re in, be on your best brunch behavior to build your brand and drive traffic to your website.

Seriously, what would you talk about with your friends? Are you usually funny? Do you usually bring the pros and cons list? Do you ask the hard-hitting questions? Do that in Groups, and make use of all the amazing content you already have.

That’s right, you don’t actually have to produce any new content.

A polite bruncher talks about what others want to talk about. So try to post about the topics everyone in the Group really cares about.

To figure out what those are, copy and paste as much text as you can manage from the Group’s Discussion into a word cloud tool. See which topics get mentioned the most. Then, go back into the Group and use the Search function on the left to search for that topic to see some specifics of what people ask about.

Then, find blog posts you already have that address the questions being asked. Share 1-3 tips from the blog post in the comments in response, and link to your blog post for the rest. Or make your own post in the Group: share all of the main takeaways and tips from your blog posts as lengthy, conversational style post, using emojis.

While it’s worth commenting on all the old questions about the topic, the key here is being first to comment when the question gets asked again, because that drives ten times the engagement with your link. Since these topics come up frequently, now you’ll be prepared to snag that spot!

Here are a few more ideas for engaging your Groups, based on what I’ve seen work well. One awesome Group I’m in posts the top 5 most viewed posts each month. By analyzing the attributes of those from the last six months, I’ve pulled together what really works. So here we go…

Another brunch standby is to debate interesting articles you read recently or share your favorite new Spotify playlist. So in your Groups re-share the most popular content you see on other social channels. It doesn’t have to be your own! You can add value as a curator by pulling in great stuff you see on Pinterest, Twitter, LinkedIn, Instagram, etc. And, you can always be the first to share new relevant news articles by setting up Google Alerts.

In the same way you’d congratulate your girl (or guy) about their birthday at brunch, post timely content. You’re not operating in a vacuum – be aware of how dates and context are influencing the Group. Ask how people’s weekend were and encourage them to share a picture from it. Or celebrate holidays by sharing your plans.

I’d be remiss not to mention that yes, you should shove your phone under everyone’s noses around the brunch table and show them that hilarious meme or quippy saying. Share your favorites or write your own: What are some of your favorite TV shows? What are analogies you could make that bring together themes or common actions from the show, with your Groups topics of choice?

Would you ask your girls if they like your newest nail color? OK then. Ask for feedback in your Groups. Share a new landing page (hello, traffic to your website!) or email or ad you’ve created and ask for feedback about a specific part of it.

Now your brunch friend is talking about maybe running that 5K you just ran last year. You’d tell her everything you knew about it to get her prepared, right (like don’t do it!)? So, share a case study. Run an A/B test in your ad creatives or in your email campaigns or on your ebook cover design, and share the results and exactly how you achieved them, plus your takeaways. Be sure to use a conversational, well-spaced format for your post.

Your other brunch friend is sick of his boss? You’ve got him covered too. Post a new job, and ask people a question as part of the application that they’d only be able to answer if they really explore your website. For example: “What existing content we have would do best on {specific social media channel} and why?”

And, as you would (rightly) interrogate your friend who went on a date, be sure to ask questions. Share a check list of things to achieve something, and ask “what would you add?”. Or post the new tools you’re using and pros and cons of them. And ask for tools that accomplish new things you’re trying to figure out.

OK now that you’re three Bloody Marys in, things are starting to get real. It’s time you create controversy by making very positive or very negative statements. For example: “There are plenty of {topic} myths out there. What are some of the most ridiculous you’ve heard?”

And finally, you’d pitch in to pay the bill at brunch so be sure to give back to your Group! Report spam, help people use the Search tool, use hashtags in your posts so people can find them repeatedly, and welcome new members.

Now you’re prepared to get the most out of your Facebook Groups marketing, and enjoy Sunday funday every day of the week.

If you’ve learned something new from this article, please send a $5 tip to my Venmo tip jar: @megsterr.

Or to my Paypal:

And, before you go, enjoy few final Facebook Group marketing tips:

How do I find groups on Facebook?

Find groups on Facebook on the Groups search page.

What are the best groups on Facebook?

Facebook will recommend the best groups for you based on your interests and groups your friends are in.

How do businesses use Facebook Groups?

Businesses can create their own Facebook Groups or actively contribute to existing groups to grow their brand presence.

By Megan Mitzel

I'm the wearer of overalls behind the marketing advice website Marketing Overalls. I'm also a senior marketing director with more than ten years of experience leading acquisition and lifecycle marketing at successful startups. Before that, I got a business degree at UNC-Chapel Hill. Before that, I owned a seashell shop. And that's the tea on me.