It is easy to understand the marketing power of Facebook groups. After all, when people segregate themselves based on their shared interests, it is easier to sell to them. As long as you identify the common niche that they are interested in, you present the right offer, and you would have a ready pool of willing and eager eyeballs that might be interested in your offer.
It seems pretty straightforward. It seems like a simple case of getting the right product in front of the right people. The problem is many Facebook group marketers simply blow this tremendous marketing opportunity because they fall for two very common traps. Even the most experienced Facebook marketer can screw things up quite spectacularly if they do not pay close attention to these two common errors.
Pitch the Right Groups
The essence of any kind of marketing, whether it is online or offline, is to get the right offer in front of the right eye balls at the right time. It is easy to use this as some sort of mantra. It is easy to look at this as some sort of formula that you just remember.
Unfortunately, remembering of formula is very different from actually carrying it out. This always plays out when rookie Facebook group marketers simply go to groups that are pitch groups. In other words, these groups only exist for the purposes of other marketers. It is very hard to sell in such a situation. It is like trying to sell snow to Eskimos. It is simply not going to happen.
When you go to a group that exists primarily to sell stuff, your ads are just going to lie there. Nobody is going to read them. Why? Everybody is too busy posting ads. In fact, a lot of those marketers are actually not even there. They are not physically going into the group, reading the ads and then posting their own. Instead, they use software.
It is no surprise that pitch groups are very hard to convert. They are rarely read and nine times out of ten, whatever it is you are offering simply does not matter to those people. These groups are devoid of publishers and buyers and influencers. The only people there are marketers and sellers. Again, it is like trying to sell snow to an Eskimo. It is not going to happen.
Targeting Niche Ambiguous Groups
There are many groups on Facebook. The problem is a lot of them are not directly related to the niche of the offers that you are promoting. This is a serious problem because if you get too greedy regarding the groups that you focus on, the niche specificity of the group might not be close enough to the actual niche focus of your offer that your offer simply is going to be ignored.
Remember that the essence of marketing is to get your offer in front of the right eyeballs at the right time. This means that these people have an actual immediate need for whatever it is you are promoting. This is not going to happen when you are very liberal in how you define related niches to your niche offer.
It is much better to apply the Japanese Zen philosophy of less is more. Focus primarily on niche groups that are directly related to the niche of whatever it is you are offering.
Thankfully, there are common solutions to these two frequent Facebook traps. First, pay attention to niches. You might want to read the existing ads in a particular Facebook group. If you see that these ads are closely related to your offer, then there is a high chance that this is the right niche group for you.
Second, make sure that you are dealing with buyers. Make sure that there are actual people there who are interested in the ads. The best way to figure this out is when you look at how people behave in the group. If you notice that they actually ask questions, and they are actively looking for solutions, then chances are high that this Facebook group is not a simple pitch group.
Finally, you need to start with a few groups, master them, and then slowly scale up. This is how you maximize your return on investment.