Whether you should have a Facebook page or group, or both depends on how much you want to interact with your audience. Groups are set up to create more of a community atmosphere whereas a page should be more focused on your branding. Pages are great for getting the word out about your business but can easily become burdened by over posting and people visiting may not be able to find what they need. If you find you are posting too frequently or having others post too much on your page, a group may be a great way to keep your page clean and concise.
Groups are set up for increased communication and discussion between members. This means that any member may post and share their experiences with other members of the group. Creating a group page is great for networking groups to keep in touch and let others know about what is going on. They’re also great to share promotions and special events. But you can also use groups as a tool to promote your business. It all comes down to your sales funnel.
Groups are a great way to maintain your warmer audience in your sales funnel when you have a lot of specials in your business or have a lot of products to promote. Your members are individuals who know about or have used your products or services and want to keep informed about what you are doing and have going on. You will want to encourage the members to post or interact with your posts more on groups than what you will on pages, although that does not mean you can forgo posting on your page. Both are important although they interact with users differently.
Maintaining a group page also means that you will need to post more frequently. Thankfully, you can schedule posts on groups as well as pages. However, you will want to ensure that the posts on your group’s page differs from your business page as you are speaking to a warmer audience. Remember, they already know about you and are interested in what you offer! You may also need to interact with your audience more on a group page and reply to comments or follow up with likes. Depending on the interaction, you may be moving closer to a sale!
Having a Facebook group associated with your page does require a bit more work to keep up but remember, these are people in your sales funnel and need to be worked just as you would in person. Additionally, you may want to share your promotions to other group pages that you belong to. You never know who you can reach through a group page.