Can I promote a Facebook group

3 ways to get more Facebook group members - 064

You are listening to the Rei Baumeister Show - Episode 64. Today I will tell you 3 clever ways how you can use Facebook ads to attract more members to your Facebook group.

Hello and welcome to the Rei Baumeister Show. I am your host, Rei. In this podcast I will show you how you can use Facebook ads to gain more customers and more sales for your business and you will learn how Facebook advertising really works today, how you can achieve your goals without burning money.

Okay, let's go. So it's kind of strange. Facebook has been telling us for months, no, for years that groups are the future, that they want more groups, that they want more activities in the groups and on the other hand Facebook makes it relatively difficult for us to fill these groups when we want to act with advertisements. To the point that even the advertising guidelines state that certain ways are not allowed to advertise groups.

But I'm jumping ahead, so today, as I said, it's about promoting Facebook groups and despite all the difficulties I've brought you 3 strategies on how to get more and above all qualified participants or members into your groups.

Engagement campaign

Let's start with a strategy that has always worked, that also conforms to advertising guidelines, but which is still not particularly widespread or people often don't know that. The strategy looks and works like this. What you do is post a post on your Facebook page, write two or three lines about why your group is good, why you should register, etc. and then copy the URL of your Facebook group under this text. What then happens technically is that Facebook automatically pulls the group, so to speak, and this post then becomes an inbox post. What I mean is, on this post you will see a button that says join the group, you will see how many participants are in that group, et cetera.

This is drawn automatically and as soon as you have published this post, you can now go to the ad manager in the next step and then advertise it, as usual with targeting, with your target group, with your budget, as you normally do. I examined this process a little more closely in episode 31, episode 31, and you will also find a freebie there, by the way, where I really click through that in the ad manager, that is, you can recreate it or understand what exactly I am here mine, in case you don't quite get it by now.

How to keep unwanted members out of your group

As I said, this is an initial strategy that I recommend that works, that is easy to implement. There is a challenge with this approach that if you do this, then in the end, technically speaking, a campaign is running in the background that is based on the post interaction goal, i.e. engagement in English, and that has the disadvantage that this campaign goal is that you so that he likes to address Arab friends. What I mean is that you tend to struggle with the problem of people from the Arabic-speaking world interacting with your ad. Why that is the case now, I will say that is going too far here, but it is simply de facto that way.

In order to minimize this problem, you can do two things, on the one hand, you work cleanly in targeting and really try to be very pointed here, and you are also very clear in your ad text above this post for whom it is intended, et cetera. And what you can of course still do, you can, I would always recommend that anyway, you can ask questions here as a prerequisite for joining. That means that someone has to answer questions if they want to join and then you simply formulate the questions in such a way that it is ensured that only people who are supposed to come into your group really come into your group.

And with all of this I am of course assuming that we are applying for a closed group here or that you would like to apply for a closed group. Open groups are easier to advertise, I say you don't have a lot of restrictions, but I don't know of any example where someone really does business with an open group. In this respect, I assume in this episode that we are now always talking about a closed Facebook group.

So, that was strategy number 1. It works, as I said, conforms to advertising guidelines, but strangely enough, it is not very well known.

Traffic campaign

A strategy that is much more common, but which is more in the gray area, if not in the red, whereby gray and red make little sense, but you know what I mean, is that you run a traffic campaign and then With a Bitly link or a similar URL shortener, I say the Facebook group URL is hidden and then build in the Bitly link and then advertise a Facebook group via this detour.

So far this has still worked, although it is clearly stated in the advertising guidelines, at least according to my interpretation, that it is not possible. I'll just read it aloud. The following is stated in the advertising guidelines under point 5. Ads are not allowed to redirect people to non-functioning landing pages as well. And the following is an example. Forward people to a closed or a secret Facebook group. In principle that is exactly that, open ones are not listed here as you can see, because open ones can be advertised more easily, but as I said, this is less exciting for us. But at the moment when it comes to a closed or secret Facebook group, you are not allowed to forward. And in my environment I hear more and more often that advertisements that were previously approved and were running, that they are suddenly rejected, and often there is a Bitly link to a Facebook group in these advertisements. My guess is that it is precisely at this point that I just quoted in the advertising guidelines here.

With this strategy, i.e. running a traffic campaign, there is also, if you will, a case B, a variant B, and as far as I can see it is still allowed and has advantages and disadvantages . I briefly describe what it looks like, so to speak. What you are doing here, in the end you don't wrap the Facebook URL in a Bitly link, but you simply place an ad on a landing page as normal and on this landing page you have a bit of proforma text where you say again, how great your group is, and then you have a button there, a button that leads to the group and with the next click you come into the group.

That now has advantages and disadvantages. An obvious disadvantage is that you have to click again. And as you probably know, with every step, with every click, the conversion of your funnel, or whatever you want to call it, drops. The advantage of this strategy, however, is that if someone comes to this landing page, you can of course integrate your Facebook pixel on this landing page as well as on all other pages, of course GDPR-compliant and then pixelate the people who are on landing page that are on the way in your Facebook group.

This is interesting and valuable for you now in two ways. On the one hand, you can now show these people ads on all sorts of topics, which makes sense, but you can of course now also form a lookalike audience for this target group. So in case you don't know what a lookalike audience is, it is ultimately a twin audience. So you can say Facebook, for the source target group, look for people within the Facebook universe who are similar to the source target group. So, and now you can go over to this specific example and say, people, I want twins to people who were on the landing page of my Facebook group. And the probability is of course now high that if you show these twins an ad by promoting your ad, that these twins, these statistical twins, will then with a high probability also click on this ad and be fan or non-fan and member of yours Become a Facebook group. So from a targeting point of view, this strategy makes perfect sense.

Content campaign

That now leads me to strategy number 3, which is now similar and yet different from the current strategy that I just heard. Namely what we're doing here, we're not promoting your Facebook group now, we're now promoting content on your website. That means, for example, you write a blog post and then advertise it on Facebook. And I guess it should actually be clear, but I still see it done wrong again and again, the blog post, of course, has to be relevant for the people who should come into your group. This is not about clickbait or anything else, it has to be really good content that exactly addresses your target group. That's what it's about. And as I said, you are writing here, make the effort once and it is a bit more complex than the first strategy. You write a really cool blog post once and in that case advertise it again with a traffic campaign on Facebook.

And what you are doing now, that you keep referring to your Facebook group around this blog post and also gladly in the blog post and say, more or less according to the content, if you want to learn more about this topic, then come to my Facebook group, there you meet like-minded people on our topic and every week I am live and whatever you do there.

So you use this content as the first hello and then say, if you would like to learn more about the topic, come to my Facebook group. And this strategy may be a tad more expensive than the one you just heard, but of course it has a very, very big advantage. If someone makes the effort to go to your website and read your blog article and then apply or press the button for your Facebook group, then of course the probability is very, very high that you are here with a qualified one speak for you qualified person and just make sure that you attract exactly the people into your group that you want to have in the group.

And what also applies here, by the way, with this strategy you can of course put the Facebook pixel on the page and use the same targeting strategy here as you just heard with the variant with the button that goes directly into the Facebook group goes.

Freebie campaign

So, and because I'm in a good mood and because the sun is shining through the window today, I have a fourth bonus strategy for you. As before, of course, it's about promoting your Facebook group or attracting more members to your group, but what we are doing here with this strategy number 4 is that we basically first apply for an opt-in, a registration for a freebie or a registration for a lead magnet or for a webinar, for example.

So you advertise your webinar and what you do then that you go to the thank you page after the registration process, on this page it usually says, thank you for your registration, we'll see each other or something like that, that you then just go to this page Page insert another note and say, hey, come to my group too.

That means, you have killed two birds with one stone, you have the registration for your webinar or for your freebie or whatever you have advertised, and then you also have a person for your group. And of course you can also refer to the group later in your e-mails, in the webinar e-mail series. And as I said, you killed two birds with one stone here.

What also applies to this strategy, as well as to the last one, is that if you proceed in this way, there is a high probability that you will attract qualified contacts into your group. They have just made the effort, have registered for your webinar, have given out their e-mail address, so they are obviously interested in your topic and if you tell them now, come to my group, on the one hand there is the likelihood very, very high that they do it, so almost 100 percent and on the other hand, as I said, these are exactly the people you want in the group and not Arab friends.

Address Facebook group members directly

So, and finally I have a little hack about how you can target your own Facebook group members, which is officially not possible, and how you can find people similar to your group members. Before, I had already shown the way with the Facebook pixel, now it's getting a bit hackier, trickier, and that's the following.

As I said, as of today you cannot address your Facebook group members directly in targeting. But you can do it via a detour. And the detour looks like this. What you have to do is shoot a video on your Facebook page and of course post that video and share this video in your group. As a result, or why is it even relevant? Because you can then target people who have watched a piece of your video. And via this detour of targeting people who have seen your video, you can reach your group members in targeting.

So, and now it's getting a tick more concrete, this hack. What you are doing now is that you are producing a video that is 4 seconds long. So 4 seconds is not long, obviously, that means you would produce a quote card, a quote still image or something similar here. So in the end, it's a fake video. So why 4 seconds now, why not 3 or 18? The reason is the following, and now this is the hack you can, if you create these Video Custom Audiences, so these audiences of people who have seen your video, then you can choose, People have 3 seconds or 10 seconds or 25 percent, 50 percent et cetera. The problem is, when you post your video in a group, of course not everyone is watching this thing in full. But if the video is now 4 seconds long, then you can now cut a custom audience, this target group, who saw 25 percent of your 4 seconds, which corresponds to 1 second. And now it's getting exciting, the moment someone scrolls over your video, this 1 second expires and you have this person in your targeting. OK? This is how it works.

Create a 4-second video on the Facebook page, share it in the group, 25 percent of which create a target group, then you basically have the people who have just scrolled over your video. Then you can address these people directly with whatever you want, with your last offer, but you can now also use the Facebook pixel, for example, as before, you can now again create a twin target group, a lookalike audience and you can go back out into the Facebook cosmos and collect other similar people with your Facebook group ad.

Well, I am aware that the whole thing was really technical now, if you only understood half of it, yes, then maybe listen to it again or whatever. It's not that important either, these are just such little tweaks and tricks that you can get even better at targeting.

Conclusion

You can find the show notes for this episode here again today at reibaumeister.com/64 for today's episode 64.

If you would like to find out more about how you can achieve your next sales target with Facebook ads, regardless of whether it's 10,000, 20,000 or 50,000 euros a month, I invite you to my next free live training session. Session, that was hard to find out now, and you can register for it at fbtraining.de.

I would be very happy to see you there live and in color and I wish you a nice day. See you. Your Rei. Ciao, ciao!