If you’ve got a business to market, it’s pretty likely that you’ve discovered the sheer magic that comes from social media marketing techniques. Facebook being as popular as it is helps both traditional and online businesses reach masses of people – people who could eventually become consumers. But, any endeavor into social media marketing can seem overwhelming, so let’s delve into the two most effective marketing strategies used on Facebook – Groups and Pages.
Let me touch on an important fact to remember before I get to the details. There are two reasons you want to utilize Facebook as a marketing tactic. First, you increase your potential to reach people on a personal level. It’s like the ultimate meet and greet! Second and most important is that Facebook is one piece of the overall puzzle that creates your SEO strategy. While you will track your numbers on Facebook, your main focus will always be your Google ranking.
Facebook Groups seem to be in a constant state of flux over the past year or so. Originally intended as a tool to bring awareness to specific ideas or causes, Groups also became the standard marketing tool for folks on a mission to brand themselves. But the question is, can a Group do this the way a Page can?
There are three types of Groups: open, closed, and secret. Open Groups are pretty self explanatory, anyone can access them. A closed Group shows up in the Facebook search; but the administrator approves who is actually given access. And secret Groups don’t even show up in the search – strictly invite only.
What many people like about using Groups for marketing is that posts are delivered right to member’s inboxes. This is believed to elicit more of a response than the updates sent via Pages. Because Groups are typically kept to a fairly small number of people, the email aspect of messaging is manageable. The email notification aspect of Groups is really great when promoting an event, as this eliminates the possibility that members will miss the post, as might happen with a Facebook Page. (Note: regardless of whether you use a Group or a Page – or both – you still want to promote any important event with Facebook ads!)
In a Nutshell:
- Various access options
- Posts delivered as email notifications to members inboxes
- Easier event promotion
Facebook pages, in contrast to Groups, are always public. Pages were made to be a tool for public figures and businesses to get up close and personal with their customers and fans, so this makes perfect sense, doesn’t it? Not only can you reach thousands of people through a Page, you also have the ability to track the level of engagement on your Page through Insights (something that can’t be done with a group). Truly, Insights get you right to the heart of what your Fans are responding to from day to day.
Facebook works to assist those who want to build their brand using a Page, which is just what you want when marketing your business. This promotion comes in the way of the Facebook Fanbox widget that you can put right on the Home Page of your site. This allows for customers to easily become Fans and vice versa. Another benefit that Facebook offers to Page users is a custom url. You can tell customers to find you at Facebook.com/yourbusinessname. This way, your brand becomes more recognizable, AND you’ve increased SEO in one simple step!
In a Nutshell:
- Always public
- Facebook Fanbox widget for your sites Home Page
- Custom url
There are more details that could be covered; but these are the main points of difference between these two great tools and I’m only writing a blog post, not a book (at least for now). Now that you’ve got a better understanding of the differences between Groups and Pages, you may have a clear-cut favorite. There is validity to each; and you just may find yourself with both at some point in time!