Over the past few years, Facebook have been steadily reducing
organic reach. Which means businesses now reach far fewer people
for free, when they post something on their Facebook Page.
Facebook’s reason for doing this is obvious. By reducing
organic reach, they encourage businesses to advertise. This
strategy has been very effective and there are reportedly now more
6 million active Facebook advertisers.
However, organic reach has not disappeared completely. You can
still consistently reach people on Facebook without having to pay,
I’m not advocating that you spam lots of Facebook Groups with
links to your website. That is a waste of time and quite frankly
annoying. Instead, you should create your own Facebook Group.
By creating a Facebook Group and getting people within your
target market to become members, you can market to those people on
a regular basis without having to pay. And the big difference
between a Facebook Group and a Facebook Page is that members of
your Group will actually see your posts – which is a big
So how do you convince people to join your Facebook Group? This
article will show you exactly how to generate 1,000+ Facebook Group
For the purposes of this article, I have focused on growing a
Facebook Group as opposed to creating one. If you haven’t already
created a Facebook Group,
here’s Facebook’s support documentation on how to do
1. Link your Facebook Group to your Facebook Page
You can generate members by directly advertising your Facebook
Group. But I have found that’s expensive and ineffective.
Instead, you should link your Facebook Page to your Group. Doing
so is straightforward and you can click here for
2. Invite your Page Likes to join your Facebook Group
Once your Page and Group are linked, you can invite people that
like your Page to join your Group:
If you’ve been active on Facebook for a while, it’s likely
that you already have a number of Page likes.
Inviting those people to join your Group is very effective. I
consistently see 50%+ of the people invited, accept the invitation
It should be noted that Facebook won’t let you invite everyone
at once. You have to invite each person manually and Facebook seems
to limit you to around 50 invites per day. But if you have
thousands of Page likes it won’t take very long to reach the
1,000-member mark in your Group.
However, not everyone reading this will have thousands of
Facebook Page likes and some will have brand new Pages.
If that’s the case, you can advertise your Page to generate
likes and then invite those people to join your Group. I have found
this is much more effective than advertising your Group
3. Create a Facebook Page likes campaign
Head into Facebook’s Ads Manager and click on the green
Create button. That will bring up a window that
looks like this:
Here you need to give your campaign a name and select the
Page likes campaign objective as you can see
Selecting the right campaign objective when you create a
Facebook ad campaign is very important as Facebook will optimize
that campaign to meet your objective.
Then give your ad set and ad a name, and click Save to
Draft at the bottom of the page.
4. Set your targeting criteria
Now it’s time to set your Facebook
targeting for your new campaign. Navigate to the ad set level
and scroll down to the Audience section:
When looking to generate new Page likes it’s very unlikely
that you’re going to advertise to warm audiences. Therefore, you
can ignore the Custom Audiences section.
Start by adding the Locations you would like to
target. I would recommend making this as large as possible. But,
bare in mind that it should be within your area of operation as a
After all, there is little point building a Facebook Group that
is full of people that can’t become customers of yours.
Then set your Age and Gender
parameters. Again, I would recommend leaving this as open as
possible. Page like campaigns work best with large target
After that, you may want to add Detailed
Targeting criteria. If you operate on a local basis, or
your product/service has mass market appeal then I wouldn’t add
However, if your product/service is quite niche then you may
want to add something that is closely related to your industry.
You can leave the other settings as default. All you need to do
is set your budget and then move onto the ad.
5. Create your Facebook ad
Facebook ads that are designed to generate Page likes should be
You simply want to include an interesting image that is related
to your industry. And include a bit of information about what your
company does, and why people might want to like your Page.
Here’s an example of an ad I’ve used that has performed
The ad images in Page like campaigns are formatted differently
to most ads as you can see above. Which means not all images will
The image above works well because it is interesting and
colorful, which helps grab people’s attention. It also
immediately lets people know what this ad is about.
Here I’ve used short and simple copy, and I’ve told people
why they should like my Page. It’s very important that your copy
focuses on why people should like your Page.
You may need to experiment with a few copy and ad variations to
create an ad that can perform well and generate Page likes
6. Repeat step 2 regularly
As your Facebook ad campaign starts to generate Page likes, you
obviously need to invite those people to join your Group.
The quicker you invite someone to join your Group after they
have liked your Page, the more likely they are to accept the
I would recommend that you do this on a daily basis. It only
takes a couple of minutes, but having hundreds or thousands of
members in your Facebook Group can be well worth it.
Organic reach on Facebook has almost completely disappeared. One
way that you can still reach people without having to pay for it,
is with a Facebook Group.
Directly advertising a Facebook Group is expensive and
ineffective. I’ve found that generating Page likes and then
inviting those people to join your Group, is a more effective
There are 6 steps to this strategy:
- Link your Facebook Group to your Facebook Page
- Invite your Page Likes to join your Facebook Group
- Create a Facebook Page Likes campaign
- Set your targeting criteria
- Create your Facebook ad
- Repeat step 2 regularly
Let me know if you have any questions in the comments below and
best of luck with it.
Guest author: Ben Heath is the CEO if Facebook advertising agency, Lead
Guru. Alongside executing successful Facebook ad campaigns for
clients, he produces high-quality content for business owners,
marketers, and entrepreneurs.
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