If you haven’t heard, Facebook recently changed its algorithm, meaning your business page’s posts are likely not reaching nearly as many people as they once did. You’ve likely felt the pain in the form of decreased engagement numbers and site traffic from Facebook. While you may feel like there’s nothing you can do to get the attention your page once had on Facebook, there’s one thing you can do that you may not have thought of – and that’s utilizing Facebook Groups to grow your recovery business.
Facebook Groups give brands new opportunities to stay in front of and engage with their customers and potential customers in a very human way. This helps create a connection that goes beyond a business-customer relationship, and can ultimately help increase the lifetime value of your customers. Afterall, who doesn’t love feeling like they’re part of a community?
Before we talk about how to use your Facebook group to grow your recovery business, let’s back up and talk about what exactly a Facebook group means for your brand. You can create a group from your Facebook business page, and you have the choice to create a public or private group. A public group allows anyone to join, whereas a closed group allows users to find the group, but they must request access and be added by an administrator to join. (Read this article for more tips on creating your group).
Why choose to create a Facebook group to grow your recovery business?
- A Facebook group for your business creates a space for your customers (and potential customers depending on your chosen privacy settings) to communicate with each other and gives you a place to speak directly to them.
- When you post in a Facebook group, members will be notified, meaning your content will reach more people than on your Facebook business page, where the Facebook algorithm limits the number of people who will see it.
- You can customize the group to fit your preferences and the preferences of your audience members. Update your group’s purpose, the privacy settings, and more based on what you want this group to become.
Here are some ideas of what type of content to post in your Facebook group:
- Post tips for your audience – whether it’s how to use a new machine or new technology you’ve recently introduced into your facility, a tip to get the most out of a session, or some ways to supplement what your customers are getting out of your facility (aka nutrition plans, recipes, tips for better living, etc.). Open up the conversation and make it know that these tips are exclusive to your group members.
- Facebook allows you to create polls within your group to see results immediately. If you’re struggling to make a decision for your business, creating a poll can give you insight into what your customers want. If you simply want to learn more about your community, poll them on something a little more fun (Example: “Are you a morning person or a night owl?” This is a fun way for your community members to engage with each other and learn more about each other, while it gives you insight into who they are. This could help you see if you need to adjust your hours or if you should adjust the times you post in your Facebook group.)
- Educate your members. Post new studies, new findings, and your own knowledge that could help them get the most out of their routine. This can help elevate you as a thought leader and help give your audience comfort knowing that they’re in good, knowledgeable hands, while maintaining that feeling of exclusivity within your group.
- Go live! Facebook groups allow you to go live within your group, where only group members can view and interact with the video. This can be a new, fun way to get information out there to your audience while showing them the more personal side of your brand.
- Create exclusive offers. Give people a reason to be part of your Facebook group. Create offers exclusive to only group members, and make sure others know that they’ll receive the same if they join the group as well.
We’d love to hear about your recovery business’ success with social media, especially if you choose to use Facebook groups. Reach out to us to let us know what you’ve learned, what you recommend for other businesses like yours, and if you have any questions for us!