Facebook Pages vs Groups: Why Your Business Needs Both

Facebook Pages vs Groups: Why Your Business Needs Both

Facebook reports having over 2 billion users (about a quarter of the planet’s population), so you’d be crazy not to create a presence for your business there.

But what tools and techniques are there on Facebook, and how can you leverage them to meet your business goals?

Well first, there are two distinct types of Facebook communities you can create for your business: private groups and public pages. They are quite different and it is important to understand how to best employ them. So here’s the deal with Facebook Pages vs Groups.

Facebook Group:

  • is private, meaning fewer people see it and must join the group.
  • you can use membership questions to screen users, ensuring no spam or bots enter the group.
  • the posts and descriptions are hidden from users outside of the group.
  • grows by mostly invitation.
  • customers are more likely to interact with each other, your business, and share content like photos and videos of your product.

Facebook Page:

  • can be seen by everyone.
  • users can leave reviews if you have them enabled.
  • can be found on search engines like Google.
  • grows by discovery, sharing, and Facebook ads.

Now that we understand the difference, how do we best employ Facebook Pages and Facebook Groups to grow your business?

Followers vs Fans

Well, it’s important to understand who you are marketing to and who you want in each community.

To better understand this, it’s helpful to think about your customers as falling into one of two categories: the follower and the fan.

The follower is passive. They like your page, and they interact occasionally. But when Facebook changes up the algorithm and that follower no longer sees your business posts, they might not even notice. In fact they might not have ever even purchased from you. They are generally less engaged with your business.

The fan on the other hand is the opposite. They are believers in your product or service, and they engage regularly with your post. They are repeat customers and tell all their friends and family about your business. They are your biggest supporters. For every 20 followers, you might have 1 fan. But that one fan engages more than those 20 followers combined.

Now which one do we want in each community?

Well, it’s useful to have both. The more followers you have, the more social proof your business commands. A business with more followers automatically seems more legitimate. So you want followers on your Facebook Page.

Then for the Facebook Group? You guessed it. You want your fans in here.

How to grow a Facebook Page vs Facebook Group

Growing your Facebook Group

So a private Facebook group is a great tool to build customer loyalty. Your return customers likely live here and share within the group. It’s also a great place to build a brand community and promote customers sharing photos of their purchases, which in turn gives you a supply of media that you can ask to use on your social media and website. Exclusive first looks, discounts, and giveaways keep those loyal customers engaged and coming back.

But your group needs to grow ORGANICALLY. Let me say it again: your group needs to grow organically. This is very important, and many business have made the mistake of trying to grow this group as quickly as possible. Many will grow using a join for join method, where a user will join a group in exchange for you joining theirs.

The problem with this, is that your group will end up with a lot of followers and not fans. In fact, those people in your group resulting from join for joins probably won’t engage at all, and might even leave after a short time. They probably aren’t sharing content, purchasing your products, or being helpful in any way.

Additionally, the size of your group isn’t as important as the size of your page. You should expect your group to be smaller than your page because there are fewer fans than followers.

So do not rush to grow your Facebook Group, or you’ll find yourself with a large, unengaged group and you’ll begin to wonder if you should just start all over.

Growing your Facebook Page

Your Facebook page is the direct face of your business on Facebook that new customers can find easily. And you want to load it up with followers so that you gain social proof.

Here is where in contrast to the join for join which hurts your group, a like for like method works very well for pages. Because you don’t need engaged fans on your page, you need numbers and you want it to grow quickly.

Like for likes is a free way to grow your page. If you want to do it faster, then paid Facebook advertising for brand awareness can be very successful to that end.

When people see a business page with a ton of likes and followers, it’s automatic social proof. They can see the reviews right on your page and customers can share your posts from there with friends publically.

So what’s the verdict on Facebook Groups vs Pages?

Bottom line? Your business can benefit from both. So why not do both?

If you’re only going to use one or the other for some reason, the Facebook Page is more important. Because your fans can engage your business there.

But don’t hide your success in the shadows by relying solely on a private group - build your public page for real social proof and attracting more customers.

And make sure if you’re using both, you properly link your Facebook page to your group.

Zurück zum Blog

Hinterlasse einen Kommentar