2006 I was a bright-eyed college student, leaving the country to go to school in the big city. Back in that day, there was a new social media platform for college students called Facebook, so naturally, I joined to interact with my peers.
Today I still use Facebook, but instead of procrastinating while studying, I actually use it grow my business. Many online entrepreneurs highly recommending creating a Facebook Group for several reasons.
#1 – You can a create a community for your followers so they can get to know you better
This is a win-win. You get to spend time with your tribe answering questions, getting to know them and encouraging them to collaborate and work together. Community builds strength and working with others is one of the best ways to grow your business.
# 2 – You can present yourself as the thought leader in your industry
As the leader in your niche, some questions you may be asking is are:
- What do people in my niche need?
- What should my next blog post be?
- What kind of course should I create?
Having a Facebook group allows you to do one of the most important things: Listen. Listening is key so you can hear what your audience is saying and provide solutions to solve their problems and make their lives better.
#3 – You have a way to sell your products and services without people having to join your email list
If you’re anything like me – you don’t want to sell to your email list all the time. Nor do you want your Facebook Group to be bombarded by promos. However, often times a lot of people join a Facebook group without worrying about whether they are on your email list. This allows you to prove your value and offerings and eventually sell to them. This gives you a much wider audience aside from your email list which is fantastic, especially for those with smaller lists.
While those three points appealed to me, I stalled and toyed with the idea of creating a Facebook Group for my tribe to connect in. Finally, in early 2016 I gave into the hype and create the Indie Marketer Hub – the place for creative entrepreneurs to connect with each other and learn about marketing.
Sounds fantastic, right?
Honestly, it wasn’t.
My group members were amazing but the engagement was flat, I was stressed about it, and I began to wonder if it was worth it. As time went on I toyed with deleting it but I hate disappointing people and letting them down. Then it came to me, if there’s something you hate doing, you don’t have to do it. It’s time to try a new strategy.
Here’s why I deleted my Facebook Group:
The daily and weekly themes felt repetitive
While I love daily themes, they got redundant after a bit because people weren’t engaging or starting conversations. Having two or three people in a group of 40 participating wasn’t what I was hoping for. At the end of the day, it’s not numbers that matter but engagement.
Coming up with marketing tips ended up taking too much of my time
Each day I provided marketing tips for members to help them grow. While there are general marketing tips that work across the board for every industry, ultimately you have to focus on what works. Instead of providing generic tips, I’d rather focus on the unique pain points of my readers and students. This allows me to craft customized solutions for where they are right now and what will help them achieve their goals.
There wasn’t a return on it on my time investment
Growing a community takes time and energy. Unlike my email list, I can’t simply create a one-time sequence with welcoming and nurturing emails and let it run automatically. I have to be in the group engaging every single day, even if the daily prompts are automatically scheduled. Actually, I’m in quite a few Facebook Groups where the Admin doesn’t even show up or post in the group, except when they are selling something. Showing up only when you want to make money takes away from the value of having a group and waters down your authority as an Admin.
The engagement was poor
Engagement in the Facebook Group was sad – it felt like one of those ghost towns from the gold rush that everyone forgot to leave.
(In case you’re asking yourself, what gold rush? Back in the early 1900s there was a major gold rush across the United States. Everyone was packing their bags to head west and strike it big. As soon as someone found gold, a tiny town would spring up and everyone would go work and live there until gold was found somewhere else. Then they would pack up and move on to the next location. The buildings would still be standing there empty, no one living there at all. Coming across one of those ghost towns must have been quite creepy.)
The group felt dead, there was just no life in it and I couldn’t even bring myself to stir up the energy I needed in order to make it happen. Which brings me to my next point:
Growing the Group wasn’t what I wanted to do
Growing a Facebook Group reminded me of Customer Service. I’ve been a Customer Service Agent and a Community Manager for a business mastermind. Those things aren’t my passionate and aren’t what I enjoy doing. Frankly, I take frequent social media breaks just to get away from the constant noise. Having to be on my least favorite social media platform all the time was making me grumpy.
My target audience is in most of the Facebook Groups I’m already in
I realized I didn’t have to create my own Facebook Group to show value to my target audience. They are in the 26 Facebook Groups I’m already in, there’s no need to funnel people out of those groups into my own group when I can meet them right where they are and have a bigger impact on them.
The #1 reason I deleted my Facebook Group…
Is because I disliked my business model and the direction my business was going. Instead of providing digital marketing services, I now focus on course creation and help authors, writers, and bloggers get visible online.
Sometimes, I’m a little slow to catch up when it comes to my business model. But I realized a few things about myself.
Following the trend is not my thing, just because everyone recommends creating a Facebook Group, doesn’t mean you have to.
Evaluate your tribe and business goals, and determine whether it’s right for you.
That being said, I may return to leading a Facebook Group in the future, but there’s no shame in stepping back to refocus and ensure next steps align with my goals.
Do you have a Facebook Group? Do you believe it’s a priority for business growth?