Social Media Management Agency / Marketing Specialists

IBSM BLOG

By: Chris | June 08, 2020

How to Use a Pop-Up Facebook Group for Business

Want an effective way to promote limited-time offers or events? Have you considered a temporary Facebook group?

In this article, you’ll discover how to run a pop-up Facebook group for business.

When to Use a Pop-Up Facebook Group

Unlike regular groups, a pop-up Facebook group is a limited-time experience. Members have the opportunity to learn more about you, your company, and the problems you’re trying to solve, with the intention of generating sales for a service or offering. Think of it as a pre-launch event.

Even more powerful, you can use your pop-up group as a pre-launch tool and then pitch your sales process, which is also front-ended with something free like a webinar or video series.

You can’t just launch a pop-up Facebook group without putting some careful thought into it, however. You need a plan to attract members to join your group, a compelling agenda, and strategies in place for closing a sale.

This article assumes you know how to properly set up a Facebook group.

#1: Choose the Time Frame for Your Pop-Up Facebook Group

The time frame for a pop-up Facebook group is different for everyone. Some marketers have found the most success with pop-ups shorter than 14 days. With that relatively short duration, people are more likely to stay engaged and the excitement and momentum can remain strong. Plus, it doesn’t feel like too much of a commitment. (Remember, people are busy and social media can be distracting.)

Other marketers have found success with 30- or even 60-day pop-up Facebook groups. It just depends on the audience, agenda, and topic you’re discussing.

#2: Promote Your Pop-Up Facebook Group to Build a Community

To get people to join your pop-up group, there are a number of places you can promote it.

Add a link in your website navigation bar. Because prospects are probably on your website looking for information about you, add a short link to your latest pop-up group in your navigation bar. Real estate is prime so keep the wording straightforward.

Share a link in your welcome email. Whenever a prospect signs up for your email list, take a moment to send them a welcome email that includes a freebie along with your background. Right above the footer is a good place to add some info about your pop-up group. After the prospect opts for a freebie, include your link to keep the conversation going.

Include a call to action (CTA) on your Facebook Cover Photo. This is the horizontal header image that greets your Facebook page visitors. In the caption of that image, provide details on how to join your pop-up group. It’s one of the craftiest strategies out there.

And as always, organically share the pop-up Facebook group to your other audiences like podcast subscribers, blog subscribers, video followers, and social media followers.

Be creative but also strategic. Don’t allow just anyone to join your Facebook pop-up without providing some information—their name and email address at a minimum.


Pro Tip: It often takes a village for pop-up Facebook groups to succeed. You may need to work with others to create value for your group once it goes live. Depending on your format, consider reaching out to others in your industry, experts, and past customers.


#3: Engage Your Pop-Up Facebook Group Members

The purpose of your pop-up group is to create an engaged community with a shared mission or interest, help members through the process, and then prime them to take the next step to reach their goal—through your paid offering. All of your group content should focus on keeping people committed to the group while seeding your end offer throughout the process.

You need to do this in a noninvasive, transparent way so you don’t come off as “salesy.” And yes, it’s perfectly fine to have people who are just interested in the free pop-up but aren’t ready to commit.

Content to Boost Engagement

One of the biggest concerns for people wanting to start a Facebook group is that they’ll create a group and no one will engage in it.

Types of content that work best for a pop-up group run the gamut so you’ll need to test, test, test. Try typing in a challenge to engage with members. While you want to stay away from “how” content, your audience might welcome some tips. Keep it light and wait until people enroll in your program before you provide homework.


When you’re planning content for your group, lean on the medium where you’re most proficient. You could share Facebook Live videos in a Q&A or interview format, pre-recorded mastermind video series, exclusive podcasts, or even just content posts.


Regardless of the agenda for your group, make sure you manage the process. Think of yourself as the host of a party and guide guests along the way.


#4: Convert Your Pop-Up Facebook Group Members Into Customers

Your “afterparty” should run for at least 3–5 days so you have time to move people into your sales process, answer questions, do behind-the-scenes walkthroughs of your offer, and broadcast Facebook Live videos to engage members who are interested in joining. You can even do live videos with your case study people if they’re open to it.

Day 5 is when you present your “ask.” Make your pitch or promote the freebie that leads into your sales process. This could be asking people to:

  • Join a webinar where you present more information about your paid offering.
  • Opt into another freebie such as a video series or challenge.
  • Register for your product or service directly.

It’s important to have a strong plan in place with your team that results in closing the sale for those who are interested.

#4: Convert Your Pop-Up Facebook Group Members Into Customers

Your “afterparty” should run for at least 3–5 days so you have time to move people into your sales process, answer questions, do behind-the-scenes walkthroughs of your offer, and broadcast Facebook Live videos to engage members who are interested in joining. You can even do live videos with your case study people if they’re open to it.

Day 5 is when you present your “ask.” Make your pitch or promote the freebie that leads into your sales process. This could be asking people to:

  • Join a webinar where you present more information about your paid offering.
  • Opt into another freebie such as a video series or challenge.
  • Register for your product or service directly.

It’s important to have a strong plan in place with your team that results in closing the sale for those who are interested.

Conclusion

Pop-up Facebook groups are a super-easy, quick way to build an engaged community who’s excited about you, your offerings, and your vision.

What do you think? Will you try a pop-up Facebook group for your business? How might you use one? Share your thoughts in the comments below.

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By: Chris | April 08, 2019

7 Inspiring Email Templates

Want to do more than personalize emails with variable tags? Need some inspiration to create successful campaigns? In this guide from Salesforce, you’ll find seven templates that feature best practices for B2B companies of all sizes. You'll discover how to leverage interactive content to create unique newsletters that engage your recipients.

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By: Chris | April 01, 2019

Report: How New Behaviors Are Reshaping Old Business Models

More video is consumed on computers and smartphones than on TV, and traditional media companies are struggling to keep pace. This report features data from 3,000 consumers to reveal insights on new behaviors that are transforming the industry. Download it now and learn how to deliver what audiences are looking for, where they want it.