Smart marketers know that a successful business is not about reaching the largest audience possible. Rather, a successful business is about reaching the most targeted audience possible and building engagement.
It is FAR better to have 100 fans that read and like every post you share, than it is to have 1,000,000 followers that never actually engage with any of your content. With a product that nets you $20 profit, the first group will likely earn you around $200 for a promotional post, while the latter will earn you ZERO.
In the book “1,000 True Fans”, author Kevin Kelly explains that a business can succeed and even thrive as long as it has 1,000 ‘true’ fans.
What he means by this, is that if your fanbase is engaged and passionate enough, then it will be enough for you to sustain your business. They will buy enough products and services to keep you afloat, but more importantly: they will also become brand ambassadors who go out and spread the word, thereby bringing even more people to your site.
Once you cross that 1,000-fan threshold, you can get big.
Getting to that point is the hard part. Reaching an audience of 1 million people is easy: you just need the advertising budget. Turning 1,000 of those people into fans though is hard.
And that’s where the Facebook group comes in. Yes: Facebook groups – not pages – are your secret weapon for galvanizing your following and turning them into highly engaged fans. That’s because Facebook groups allow you
to talk to your followers directly and to create conversations. It creates a community, and it lets your audience feel as though they ‘belong’ to something. That way, your brand becomes part of their identity.
This is the difference between a company like Apple – that has genuinely loyal fans who love what it stands for – and a company like Asus. That is a good company… but… yeah.
Now the next question: how do you make your Facebook group a massive success?