Facebook Organic reachYour group is dead. No one’s talking. You make a post, and it’s crickets. You know you are working your hardest, you’re doing all the things, but yet – nothing’s happening, and you aren’t sure why. This is the point where you ask yourself if maybe you just built your group the wrong way, and perhaps it’s time for you to start a new group. It’s so much easier than trying to weed through hundreds (and in some cases thousands) of people to figure out who’s inactive and who isn’t.

I definitely see the appeal. Saira and I did this back in the summer of 2016. We decided we had been too green when we started, and it would be better for us to just start again. Knowing what I know now, I kinda wish we hadn’t and I’ll tell you why.

Current Group Makeup

Your group is currently made up of 3 different types of people.

  • Your core community members who are active all the time, you see them, they always comment no matter what. (Usually the smallest group of people)
  • People who don’t know they are in your group, but at some point they may have, they like you, they like what you have to say, and they may even want to shop from you, but they never see your posts.
  • People who don’t know they are in your group, don’t care, and don’t want to be there.

Your goal is to create a new group that is full of the 1st bucket of community members because of course you only want people in your group who want to be there. You don’t want a whole lot of people who are inactive weighing down your algorithm.

But, if you do it that way, you run into a problem. You may end up throwing out the baby with the bathwater. There are a lot of people in the second group who are your customers, who want to shop with you, but they simply never see what you post, and so never show up. Which means you lose potential customers by setting up a new group.

What if there was a way for you to resurrect them? And what if while you did that you could also alert group 3 to the fact that they are in your group. This will give them the opportunity to decide they don’t want to be there and leave, which will increase your engagement rate.

Believe it or not – there is a way.

The Strategy

The way to do this is by creating a content strategy that is targeted specifically towards Group 1. The mistake that a lot of community managers make is that when they post in their group for giveaways or free items they use a lot of words to articulate the giveaway, the rules, the expectations and so on. But when the time comes to post sales posts or general engagement posts its often just a few words which makes it impossible for Facebook to accurately determine who to show your content to. Absent that information, it just throws it out there to random members of your group – starting with the most active. This is why you see so much activity from the same few people.

The only way to build this content strategy is to determine who the target audience for your business is. Simply providing the content will only give Facebook the information to show it to the correct people. The way you make sure people engage is by making it content they care about. The only way for you to know what your group cares about, is to know who they are.

Not who they are individually, one person at a time – that would be impossible to do and would be exhausting. It’s more about determining who you connect with, and who you feel like you can have a conversation with. I will assure you, that it’s rare that your customers are going to be people with whom you have nothing in common.

Take some time to design your target audience to your exact specifications. What do they like? Dislike? Do they watch TV shows or movies? Read books? Why do they want to shop with you? What do you offer as a service that attracts them? Where else do they shop? How old are they? Be sure to ask and answer all of these questions so you can start to get a really strong idea of who your customers are. Once you do – then you can start crafting your content plan, and before you know it, your engagement will skyrocket.

Also keep in mind, that if you don’t have a strong content strategy in place, then it wont be long before your new group is populated by a lot of inactive members as well.

In Summary

In less than a year of working this exact strategy, the Business Strategy Group has grown from 17K members to 23K members with a 78% activity rate. Our VIP group saw us lose 2,000 people, gain almost exactly the same number, and our activity rate skyrocketed. Others have seen similar results.

Ultimately the goal for any business owner is to form a connection with their customers. This helps you to serve their needs more effectively. To do that you need to know who they are. It will take you a little more time and energy! But, much like exercise, it will pay off in more ways than one!

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