MBA2199 Are Facebook Groups Dead?

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Hey, welcome to the $100 MBA show your Go to podcast for Business building goodness every single day with our daily 10 minute business lessons for the real world. I'm your host, your coach, your teacher Omar is at home. I'm also the co founder of Webinar Ninja, an independent software company I started with my co founder back in 2014 and in today's lesson you will learn Are Facebook Groups Dead? For years, Facebook groups have been an integral part of community building and trust building for businesses. In fact, Facebook groups totally killed forums online. They just made it better, faster, easier and put it where everybody is already hanging out Facebook. But since Facebook groups came out back in October of 2008, 10 so many tools and other software have come out helping you build communities. Whether it's Slack or Discord or Mighty Networks or Circle or Tribe, these tools give you options to build a community outside of Facebook. But this make Facebook groups obsolete. In today's lesson, I'm going to show you why the answer is no and how there's an amazing way to leverage Facebook groups to nurture your leads and make more sales. I remember when I learned this technique. I thought to myself, this is absolutely brilliant. I gotta share it with my audience. So let's get into it. Let's get down to business.

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In order to explain how you can use Facebook groups to nurture your leads and make more sales, we gotta go back in time a little bit. About two years ago, Apple started updating their software on their iPhones or iPads to block tracking that was being implemented on Facebook. This means when, when somebody would click on an ad from Facebook and they would hit a website that had a Facebook pixel, Apple devices would have a little pop up and say, hey, this site is tracking you. Do you want to block this tracking this, of course, torpedoed Facebook's ad network, meaning anyone on an Apple device had the option not to be tracked anymore. And therefore people that run ads can't know if their ads are converting. The whole point of running Facebook ads is that when people click on ads and they go to your site and if they actually bought, it, would track that conversion. But if Apple devices are blocking the tracking, it's hard to know if your money's being spent wisely. This made running Facebook ads really, really tricky and almost impossible for you to have accurate conversion numbers to know if your ads are actually working. Now, what does this have to do with Facebook groups? Well, let me explain. Whenever there's any kind of constraint or challenges, like when people can't track their Facebook ads anymore, innovation happens. People start thinking of creative ways to get around this. So people started running different kinds of ads on Facebook, ads that didn't send people off Facebook. See, if they stay on Facebook, then Facebook can continue to track them. So if the conversion or them doing something with the ad all happened on Facebook, then it's easy to track and the numbers are accurate. Now, knowing this, people started running ads to their Facebook groups because again, they're staying on Facebook. They run an ad and say, hey, would you want to learn more about this topic? We have a thriving group. We're providing training, videos, content, freebies. Go to our group and join. And all of a sudden, Facebook groups recently have had a revival because a few things are happening here. One they're capturing their potential customers attention with an ad. The ad sends them within Facebook to the Facebook group, so they can join Facebook groups and then you can talk to them, nurture them, chat with them inside the group. This also made the actual ad a lot less expensive because when you move from an ad to another part of Facebook, it doesn't seem that jarring. You're not going to a different website. It's pretty simple. This means people were clicking on the ad and joining their group that they created on Facebook for far less money than it was to click and go to their website. So what do you do with this group? Well, so many savvy entrepreneurs, what they've been doing is they've been actually cultivating a community inside the group, giving great content, like I mentioned, videos and trainings and live streams, answering questions. And because you're part of the group now, the group, admin and admins can direct message you on Messenger. They have direct contact to you, they can ask questions, they can see what you're struggling with, they can make sales. And so many companies now are closing deals, especially big ticket deals like coaching, events, consulting off Facebook messenger because of these groups. Now this is actually quite seamless and a pretty good strategy because if somebody's in a group for a while, they're engaging, they're learning, they're getting a lot of value from the group. It's only natural they would want to know what the next step is. How do I get tailored made solutions for my problems, my challenges in the area that you serve, in the area that you have expertise in. Now I'm gonna give you a different twist that I've seen work in my own business. That makes total sense that now again, you want to run Facebook ads at a cost effective rate.

I don't want to send them off.

Facebook because I don't want to have to lose tracking. But at the same time, I still want leads. I want people to join my email list. So Facebook actually has a lead ad type of advertising as an actual ad type in Facebook, meaning there's an opt in form in the ad. People give their name and email address and they get loaded in your Facebook account. You can use a tool like Zapier or you can even just export these leads into your CRM to start your regular automations and deliver some sort of goodies to your customers that you're promising on the ad. The beauty of this is that one, you grab the lead so you can nurture them on email. Two, after they opt in on the ad you can have a call to action, you can send them somewhere next and Facebook will be able to send them to, hey, your group. So you're kind of getting two for one here. You're getting the lead, you're getting the email so they can add them to your email list, but then you're also sending them to your group where you can nurture them. Now, the key here is that you gotta have an active group, you gotta be adding content and you gotta have enough people in there so that it is active, it is engaging, people are asking questions. So you might want to invite your current email list to, to join your group on Facebook to get it buzzing. If you don't have an email list or you wanna actually add a little bit more fuel to the fire, run a campaign on Facebook for a few hundred dollars to start filling your group and then start publishing every single day in the group. Great content, great guides, great videos. See this as sort of like a product that you would normally sell. A community and a taste of what's to come in your business, in your consulting, in your coaching, in your courses. Build that trust, build that rapport with that group, with the people in the group. And then reach out periodically on messenger to find out how you can help them further along if they're interested in getting on a call, if they're interested in learning more about your programs. The beauty of messenger is that it's one on one. It's a one on one chat. It's not like email, where you send an email out and you hope they respond by clicking on some links on the email. Messenger is actually a conversation where you go back and forth, just like a phone call where you can address concerns and tailor your message to that customer. I got more on today's topic, but before that, let me share with you some of our favorite tools.

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Now I want to share with you some tips that I highly recommend when it comes to starting a group. When people ask to join a group, you can actually Require them to answer some questions before they get accepted. I highly recommend you do this. And Facebook allows you to do this easily with their settings. And this gives you a chance to ask some really good questions. To learn more about who's joining your group, understand your customers, needs, wants, pain points, who they serve, what they do. Building a profile, really so that you can then target more people like that in your ads and in your marketing. And guess what? When you run Facebook ads, you can say, look alike audience, like my group. Number two, if you don't have a Facebook group for your business yet, not a page, a group, then build one right now, even if you have nobody there. Why? Because you want to kind of reserve your group. Because groups on Facebook have a lot of buzz and Mark Zuckerberg has been open about how they've been focusing on groups since 2020 and it's become so popular they might even charge for this feature in the future. But those who have existing groups, they might grandfather in. So just a heads up, that's usually how it works with a lot of these changes. So at least reserve a group, save it in your account and then start building the buzz and building your membership later. Number three, you gotta see your group as if it was a paid group. It's a captive audience. People want to learn, people want to get value. So you don't want to make it a pitch fest. It's not a chance for you to just use it as an audience. You could just advertise to inside the group. In fact, you want the opposite. You want to give them nothing but value. And the best way I've seen this done is that people give the what and the why inside the group. The paid product to get them outside the group. Is the how, is the implementation the one? The how is still great content. It's still really valuable and it's actually get some really far along their journey. But if they really want to do well and take things to the next level, they're going to want to know the how. And to be honest, the how's what takes, the work, it takes, the mentorship takes, the accountability that you want to hold them to. And that is your coaching program, your courses, your consulting, your product, your service, your whatever. Now it's important that it is valuable because you'll notice that you don't get a lot of notifications from groups. You want people to go inside the group every day and expect good content, especially if you have a schedule. They know what to expect and they're going to show up to see that content, whether it's a new post or a new video, a new training, whatever it is. Now, the reason why you don't see a lot of notifications in your notifications from groups is because there's not a lot of room for Facebook to make money in there. They have the sidebar for ads, but within the group in the feed, there aren't really a lot of ads. Last time I checked, there isn't any at all in the feed, while your normal Facebook profile feed will have ads. So Facebook is not going to just automatically, through the algorithm, drive traffic to the group. So you got to make your content so good that people are looking forward to going in your group every single week. This is why it's so important to capture the email of these members through the ad. Remember the lead ad I talked about? Well, if you do that, then they're on your email list. Then you can send a broadcast, you can send an email newsletter saying, hey, this is what's new. This is what's going on in the Facebook group. Getting them to go to the Facebook group, sending traffic to the group, getting people active. Well, there you have it, guys. Thank you so much for listening to the $100 NBA show. If you love what you hear, hit, subscribe, hit follow on your favorite podcast app or on every single app. So whatever you're using right now to listen to this podcast, whether it's Spotify or Apple podcasts or Stitch Radio or Himalaya, it doesn't really matter. Find that follow, find that subscribe button and smash it hard. Well, not too hard. I want you to break your phone, but make sure you click it so that you get our next episodes automatically. And. And you get access to over 2,000 episodes in our archives. Before I go, I want to leave you with this. I think it's fascinating that when Facebook wasn't able to Track people on iOS devices, new opportunities came about within Facebook. The crazy thing is that before iOS made that update and stopped tracking people, making it harder to convert on ads, this idea of sending traffic to groups was still viable. Before that, but people didn't think about this idea because they didn't have to. So whenever you have constraints, when you have challenges in your business, see it as an opportunity to think laterally, to think creatively, to come up with new and interesting solutions to different problems. Thanks so much for listening and I'll check you in tomorrow's episode Q and A Wednesday. I'll see you then. Take care.

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