Promotion of a group on Facebook: effective ways to promote. How to independently promote a group on Facebook and what you need to do this Promote a group on Facebook

Today it is difficult to imagine a business without a full-fledged representation on the Internet, whether it is a website or groups in social networks. Maria Shirokova, project manager at the Interium agency, talks in detail about how companies can create and “promote” their community on Facebook and VKontakte

A few years ago, if you wanted to, you could promote your group on a social network with minimal investment or even without it at all. As a result, publics grew like mushrooms after the rain, and creative content and the right approach made it possible to quickly increase the audience of the community. Today, this process is much more complicated, and if you do not own a community grid or other resources, investment in promotion is necessary. But the size of this budget will be determined by the overall attractiveness of your community to the audience.

Factors that increase the success of your community:

1. Original creative content.

2. Visual appeal of the community.

This includes the use of design menus, covers and pictures for posts, a single style of visual presentation, etc.

3. The degree of usefulness of the community for users.

For example, media publics are popular because they provide up-to-date information, publics with advice for moms or car enthusiasts are also valuable for target audience. Many commercial brands dilute content with interesting information or increase usefulness by providing discounts and bonuses for subscribers.

4. Compliance with the expectations of the target audience.

5. Topics and scope.

Entertainment publics and groups dedicated to training courses, cosmetics and make-up, clothing and other consumer goods are more likely to attract an audience because they are relevant to many people. And if your business belongs to a narrower segment, it will be somewhat more difficult to gain subscribers.

Facebook group promotion

Promotion of the VKontakte group

To promote a VKontakte group, you can use several methods at once:

The Promote Communities format is very character limited. This is the banner that is displayed on the side of the page in the web version.

Additional methods for promoting groups

These methods are suitable for almost all social networks, many of them are free, others will save a significant part of your budget.

1. The easiest way for those who do not have a large budget for promotion is to invite their friends or representatives of the target audience to the community. The method is good for initial stage, but, in general, it will not give a big effect. However, representatives of small companies often use it.

A separate variation of this method is spam against a competitor database or other cold base, but in most cases this method is inappropriate and can cause irritation.

4. Involving bloggers and opinion leaders in the promotion. On Facebook and VKontakte, this method is not as common as on Instagram, but, nevertheless, it can bear fruit.

5. Non-targeted traffic - I do not recommend this method, but it has a place to be. This includes any form of attracting subscribers for money, votes or other bonuses. Such subscriptions almost never convert into sales or high engagement, most often they hang dead weight and differ little from bots.

In conclusion, it’s worth saying: before you start promoting your group, you should decide what you need it for? Your social media promotion strategy will directly depend on your ultimate goal. If you need sales, it is best to focus on promoting individual posts with promotions, but if you are going to use the group as a full-fledged representation in social networks, you need to pay more attention to content quality, moderation speed, user friendliness and other things.

Facebook has 1.4 billion active users daily and 2.13 billion per month, making this social network the most popular in the world. And although in Russia it only ranks 4th (according to VTsIOM) in the rating by the number of users, it wins in many respects in terms of the "quality" of the audience. The fact is that registration on Facebook is only allowed from the age of 13, and there is simply no such content as free music and films, which is pursued by an audience that is unpromising for business. Thus, a solvent audience prevails on the site, which makes the promotion of a Facebook group a promising direction for any business.

The clear benefits of promoting a company on Facebook include the following factors:

• Here, for the most part, the audience is represented, which is ready to perform conversion actions.
• There is still low competition in the Russian-speaking segment.
• Huge selection of promotional tools.
• An opportunity to attract not only customers, but also to make useful business contacts.

What kind of business is Facebook promotion suitable for?

Representatives of the social networks on Facebook Business provide examples of successful promotion of the automotive, pharmaceutical and gaming businesses, companies from the financial, sports, educational fields, telecommunications and restaurant brands. Also here you can effectively advertise medical services without providing certificates, unlike VKontakte.

Facebook promotion methods

Facebook allows you to register a personal profile, create business pages, groups and events. In principle, any option can be used for promotion - it all depends on the object of promotion and the goals pursued.

12 steps to successful promotion on Facebook

There is no universal recipe for SMM here, each business, each company, each offer must be considered individually. However, we can give you a few tips on how to promote a business page or Facebook group that will lead you to success.

1. Create an original cover and avatar. They will become not only the face of the brand, but also a good platform for advertising. The cover allows you to promote products and services, invite to groups, webinars and other events.
2. Come up with a nice address so that in the future there will be no problems with the promotion of the page on Facebook.
3. Choose the template that best fits your industry (services, company, venue, non-profit organization, restaurants and cafes, shopping, policies, or standard). Change the tabbed navigation to your liking.
4. Set up a call to action button.
5. Fill in all the fields. The more complete the information is, the more trust it will inspire users.
6. Link your Instagram profile to your business page. This will allow you to conduct advertising campaigns using Facebook Ads Manager, as well as collect accurate statistics on them.
7. Link your group and page. This will increase the reach and engagement of both sites.
8. Set up quick replies so that users do not wait and remain loyal to the company.
9. Post only quality content. Announce new materials from the blog and group, post interesting infographics, captivating videos, start interesting discussions.
10. Do it regularly. According to statistics, pages and groups that post content 1-2 times a day get 40% more engaged audience.
11. Add products if you are promoting an online store.
12. Track statistics: study your target audience, group growth dynamics, what content caused the most interest, at what time users are most active.

Good luck with your progress!

Guide effective work companies on Facebook: site selection (personal page, group or company page), content strategy, news feed generation algorithm, paid promotion and performance tracking.

Facebook and its Instagram, Whatsapp, Messenger are probably the only Internet holding that still has room to grow in terms of the Russian audience. According to Mediascope, in August 2017, Facebook services were used from mobile devices in Runet more than Yandex services:

Facebook has its own laws for the formation of a user's personal news feed, which makes business promotion more difficult than in the usual VKontakte or Instagram. But it’s worth understanding them once, starting to follow the trends, and it will become easier and much more pleasant to conduct effective SMM for your business.

How a business can be promoted on Facebook

As in VKontakte, you can create for the company:

• group,
• public page,
• or sell using personal account.

Only if in VK posts from groups and public pages are shown in one news feed, then on Facebook the content of the group can only be seen by going into it or seeing a notification about a new post. Only public pages have sensible statistics on Facebook, groups have slightly less statistics, and personal accounts don’t have it at all, while on VK, even regular user if it has more than 100 followers.

Bot or personal brand: how to use a personal account for promotion

You can use your personal page for marketing purposes, but you need to remember:

Promotion with a personal account - good tool, if you have your own business, have the time and desire to invest in the development of your pages, and, of course, if you have a wide target audience. If a hired employee is engaged in promotion in his account or bot, there is a big risk that he will not give up his page upon dismissal, that is, you will be left with nothing. In addition, it is inappropriate to promote specific goods and services in a personal account - for this purpose it is better to start a group or a public page.

Facebook group (thematic community)

For the group to become “live”, you need to spend a lot of time and effort (encourage user activity, provoke discussions on the topic, make sure that there is no spam and flood), but it’s worth it - a loyal community can exist for a long time on its own, and the brand can successfully use this platform to promote their products or services. When developing a group, follow these simple rules:

1. Don't call the group by the name of the company - it's repulsive. The name should reflect the essence of the community. Good examples: Mozzarella Club (for a cheese manufacturer), Motorists of Moscow (for a network of car services), All about Finland (for a guide in Finland).
2. Do not add your friends to the group without permission - this will cause negativity. Particularly irritable friends will add you in response to the “Group for those who get pissed off when they are added to groups” (such Facebook groups also there is).
3. Make good content yourself and involve members in the life of the community (motivate them to participate in discussions and post your posts). High-quality UGC (user generated content), presence in a group of experts and the opportunity to communicate with like-minded people - that's three components of success for the community.
4. Encourage the activity of participants - choose community moderators among them, give prizes to the best, organize events (online and offline) only for participants. This will create the necessary atmosphere of a "closed club".
5. Do not abuse advertising posts. Experiment with ad formats so that participants don't get bored.

Even if you have a group, you can't do without a public page. From Facebook groups, unlike company pages, limited opportunities:

• the group cannot be promoted by paid advertising;
• in the group you can not write on behalf of the company;
• the group cannot send a message;
• product cards cannot be added to the group;
• posts from the group do not appear in the news feed.

Do not start a group if you are not sure that you are ready to support it at the very beginning without a clear effect - for faster promotion, albeit with a short-term effect, it is better to use the company page.

Company Page: Design and Content

The company page can complement the group, or it can replace it if you do not have the resources to develop the community - after all, this is not a quick or easy process. The public page is the most understandable brand promotion tool on Facebook, the result of which, with the right approach, is immediately visible.

Public pages have several sections (tabs) - photos / videos, events, a store with goods, reviews, special offers ... Facebook has developed standard design options for public pages for different types business - combinations of tabs and buttons for companies, restaurants, venues, non-profit organizations and politicians. For example, the store template highlights important points for the visitor of the page - reviews, a showcase with goods, special offers.

Designer clothing store page maskovna store well designed: there is everything a customer needs (reviews, photos, showcase), and even more - events and newsletter subscription. The video cover perfectly complements the content of the page. Products from the store are attached to the posts:

In the product card, as in the online store, there is all the information, and the order button leads the user to the site. This format is suitable for small stores with an assortment of about 100 items.

Be sure to use all the options for designing the brand page - this will make the page more interesting, and the user will most likely linger on it. Add a call to action button to your page.

The conference page offers to register for the event.

Facebook offers several options for the call to action button:

"Book", "Make an order", "Call", "Get a price", "Watch video", "To the store", etc.

Don't forget a unique page address where your page will be easy to find. Ideally, if the addresses in all social networks will match, because:

It will be possible to change the unique address of the page only once.

Facebook public page settings that are not easy to find

There are dozens of guides on how to run a brand page on Facebook, let's focus on the most important rules:

1. No need to publish three posts a day when you have time, and then disappear for a week. It's best to schedule these three posts a week ahead.
2. Each post should work to promote the company and contain a call to action - comment, like, follow a link, buy, write a message - the more subscribers interact with your page, the more chances you have to get into their feed with the next posts.
   
   
   Wine service Invisible conducts simple activities for subscribers. The cost of such mini-competitions is minimal.
3. Use videos or gifs to illustrate posts - no one likes to read a lot. Upload videos directly to Facebook ( by no means on Youtube or Vimeo) and attach a file with subtitles - they will be shown if the user watches the video without sound. A file with subtitles can be attached both when uploading a video, and at any time after publication.
   
   
4. Respond quickly to the page's private messages, this motivates the person to write to you (and generally answer - the company must respond to 90% of messages in order to be recognized as "responding very actively" and given a green "online" badge). For example, Tinkoff Bank responds to messages very quickly, even if you missed the chat.
   
   
5. Adapt your posts to mobile devices, especially if you use advertising layouts with text. Post Becherovka well beats the GIF, turning it into a fortune-telling. But the GIF label is on mobile devices covers part of the text.
   
   
6. Go live - you can discuss an important topic with subscribers now, arrange a meeting with an expert who will answer questions, broadcast from an interesting event, make a contest or prize draw, present New Product. Announce the live broadcast in advance so that viewers have time to connect. For example, Lancome invited subscribers to an online broadcast of a party with the stars in an email newsletter.
   
   
7. Develop a posting plan to make it easier for yourself to work with page content. think over possible topics and post formats, collect information, photos / videos for posts in a document in Google docs or in notes on a smartphone. Write your posts ahead of time and schedule them out for the week ahead.
8. Pin the most relevant or popular post to the top of the page to focus the visitor's attention on the information you need.
9. Respond to comments, especially negative ones, promptly, politely and to the point. Sounds trite, but a lot of people don't get it.

Of course, it's bad that Facebook does this. On the other hand, this should motivate brands to create quality content - one that subscribers will be interested in interacting with.

Facebook Ads

1. Before setting up and running ads, read Advertising Rules and Terms of Use Facebook. There is nothing supernatural in them, but this will help you not to get account blocked: for example, Facebook does not allow the use of images in advertising that hint at the user's overweight. Such ads can be automatically moderated, but moderators can detect a violation of the rules and ban the ad account.
2. Do not run ads from another country and Crimea (for obvious reasons).
3. Do not add other people to your ad account unless absolutely necessary - if their account is blocked for violating the rules, then you too will be at risk, even if you are not guilty of anything.

Facebook Messenger: Why It Matters

Communication of Internet users is rapidly flowing into instant messengers, and social networks trying their best to keep up with this trend. Odnoklassniki has TamTam, VKontakte has VK messenger, and Facebook is developing Facebook Messenger. And there are also the usual Whatsapp, Viber, Telegram.

For brands today, a messenger is both the first point of contact with a client and long-term communication. Writing to a company's messenger is now as quick and easy as writing to a friend - why not use it? To promote in the messenger, you can use a chatbot or organize live user support with the help of managers.

Chatbots can take over most of the communication with the brand audience:

Of course, not all tasks can be handled by bots. Many service companies (Tele2, Onetwotrip, etc.) provide technical support in messengers, and it is much more convenient for everyone compared to support on websites and mobile applications:

• clients receive answers where it is convenient for them, and in the next difficult situation they will not have the thought of writing to other places (the messenger is always in the smartphone, and you can quickly write to the company and get an answer just as quickly - why do you need other tools?);
• communication log managers in the messenger can see the entire history of interaction with the client.

All the information that previously had to be accumulated from comments on posts on social networks, letters and personal messages in order to work with the client as efficiently as possible is collected in one messenger chat.

Messengers are, of course, promising for sales, the main thing is to motivate a person to write to a company. Further sale is a matter of technique (that is, the skill of a client manager).

If you are not comfortable looking at the FB messenger all the time, you can use the Callibri multiwidget. Then you can keep only the Callibri tab open, and in it communicate with those who wrote not only in the Facebook messenger, but also in VK, Odnoklassniki, Telegram or Viber.

The Callibri widget eliminates the problem when the user forgot about the open chat or does not want to be on the site to get an answer to his question

As soon as a person chooses where to get an answer, information about his page on the social network or nickname in the messenger gets into the client card, where other information is also accumulated, automatically or manually by the manager (source of transition to the site, region, phone number, mail address). For the manager, the correspondence with the client is collected in one window:

This can be used not only for consultations and the first sale, informing the client about the status of the order and discussing the details with him, but also for further communication with the client - when you need to remind him of the need to make subscription fee, offer Additional services etc. From the dialogue it is very easy to create a task with a deadline for the client - call back, discuss a discount, renegotiate the contract - whatever.

The widget combines all calls to the company in one window and allows you to conveniently work with applications - since everything is collected in one place, nothing will be lost, you can distribute dialogs among managers and control their work. Customers can communicate directly with the sales department, bypassing the page admins, who, as a rule, do not consult on the product.

How to promote on Facebook if the budget is limited

SMM is now at the peak of popularity - hundreds of agencies and freelancers offer social media promotion services. Everyone has different approaches: someone gives guarantees of sales, someone promises to reach the target audience, but often SMM costs are not justified due to the fact that contractors are not sufficiently involved in the life of the company and even mislead customers, and customers expect from social networks quick results and are not ready to work with feedback(negative, questions from subscribers and customers). You can promote on Facebook even with a minimal budget. How to achieve this:

1. Maintain a page within the company. Only you or your employees can correctly tell about a product or service, answer questions, quickly take a picture of production, get an expert comment - in a word, make content.
2. Don't chase quantity. For successful SMM, it is not necessary to post three posts a day - even three posts a week are enough. Just do not forget to work with comments and personal messages of subscribers.
3. Invest in post promotion. Run targeted ads - search for the right audience by geolocation, interests, age and many other socio-demographic interests. Exciting, highly clicked posts can bring visitors to your site for $3-$7/click.
4. Track promotion performance. Use it in the links you give in posts and monitor the conversion in Yandex.Metrica and Google Analytics. By looking at the result of SMM on Facebook, it will be possible to understand whether it is worth investing money and effort in this advertising tool.

SMM on Facebook: useful links

1. Facebook Page Manager - mobile app for management public pages for Android and iOS.
2. Facebook Ads Manager- mobile ad management application for

Facebook is actively promoted by both professionals and amateurs. How to achieve tangible results from promotion? How not to step on the same rake again and again? We will talk about this with you now.

How to start promoting on Facebook?

The first step is always the same - to draw up a strategy. There is no need to rush here. It is important for yourself to understand the goals of promotion and what you want to get in the end. Already going to create and design a page? Stop! It's time to study your competitors. The number of competitors studied does not matter. The quality of the research matters. Prepare a competitor analysis in the form comparison table in Excel or World.

The more deep Scan will be held, the better.

When exploring a competitor's Facebook page, pay attention to:

It is best to draw up a strategy in World.

An example of designing a public group on Facebook

Closed group on Facebook: information, list of participants and administration are visible. Posts not visible

Page:

• visible to everyone - both registered Facebook users and not;
• perfectly adapted for commercial activities (you can successfully sell any product or service);
• the number of fans on the page is not limited (like marks);
• there is advanced analytics, whereby you can immediately compare the engagement of your Page audience with the pages of competitors,
• Poll functionality is missing.

This is what the MAVR company page looks like for those who are not registered on the network

Personal account:

An example of creating a personal account for commercial purposes. The first account that popped up after searching for "furniture"

If your ultimate goal is to sell goods or services, increase brand popularity, get leads, then a Facebook page and promotion is the best option.

With a personal account, everything is clear. But for the page you need to determine the type. Facebook offers 6 types of business pages to choose from:

• Local companies;
• Company, organization or institution;
• brand or product;
• Performer, musical group, or public figure;
• Entertainment;
• General idea or community.

Depending on the goals of promoting through Facebook, on the type of your product, determine the type of page and category (page theme).

First, if your company has a physical address, the Local Companies type will be the most efficient. By specifying your address, in the future, users who have visited you and who want to leave a post will be able to check in (put a geolocation with your address), which will also become an advertisement for your page.

Secondly, the "Local Businesses" type has a "Reviews" option available, so that your customers will be able to leave real reviews thereby raising the rating of the company.

IMPORTANT! Do not skip fields in the first stages of page design. The more data you enter, the better. Remember, a Facebook page is a business card of a company along with a website. And in some cases, its promotion is carried out without the existence of a site.

The purpose of designing a page or group is to make it so that when they get to them for the first time, visitors understand what kind of company you have, what products or services.

What to post? You can post in real time, you can use delayed posting in the Facebook network itself, or you can use various third party services. The most popular is SMM Planner.

Tip - when choosing delayed posting, use third-party services. According to numerous observations of smm managers, Facebook ranks such posts better.

Evgenia Kryukova

How to increase the number of Facebook page fans? How do you get them to interact with you? And how to turn these people into clients and buyers? Read about all this in our complete step-by-step guide.

16. Do it regularly

According to statistics, brands that post content 1-2 times a day have 40% more engaged users than those that post once a week or less.

17. Consider Facebook Features

Facebook is a pretty specific platform. In the video below, we talk about its four main features:

18. If you have an online store, add products

Etc. Click on each of the tabs in the "Statistics" section. After studying this information, you will be able to create the highest quality content that will receive wide coverage and be in demand among your users.

20. Use quality branded images

Beautiful images with your company logo will help you create your own unique style and make your brand more professional and recognizable in the eyes of users.

Note: it is desirable that the pictures for the posts be large - 1200 by 630 pixels for horizontal pictures and 1200 by 1200 for square ones. This size is needed so that users who use large screens do not experience inconvenience. I already talked about this at the very beginning of the article.

21. Highlight your best posts

The posts that get the most likes and reposts should be in the most visible place so that those who have not yet viewed them do so as soon as possible. To pin a post to the very top of the feed, click on the arrow in the upper right corner and select the "Pin to Top of Page" command.

22. Encourage users to like and share your posts

There is no shame in asking users to like or share your post if it is really worth it. After all, you spent the effort to write it, and you have every right to politely ask for this kind of gratitude.

23. Recommend your page on all social networks where you have followers

For example, make a post about why your VKontakte followers should join your Facebook page. It is clear that since they read you on VKontakte, most likely it is more convenient for them, but you may be of interest to a small part of the audience.

24. Promote your mailing list page

If you run a newsletter, tell your followers about your Facebook page and why they should follow it. If you don't have a newsletter yet, immediately start building the base. You are ignoring one of the most powerful traffic and lead generation channels.

25. Contact the admins of other publics on Facebook

And agree on co-marketing. Let them recommend your page to their followers, and you recommend them. The same can be done with the mailing list, if you have approximately the same number of subscribers, and with any other traffic acquisition channels.