Building a Facebook Group for your business is one of the most effective ways to foster a loyal community and move away from the unpredictable nature of the newsfeed algorithm. Unlike a Facebook Page, which acts as your digital storefront, a Group is your local community hub where you can engage in two-way conversations, provide exclusive value, and turn customers into brand advocates.
In the Australian market, where word-of-mouth is a powerful driver for local businesses, a Facebook Group allows you to humanise your brand and build trust directly with your audience. Whether you are a Brisbane-based fitness studio or a national e-commerce brand, this guide will help you set up your group the right way from day one.
Prerequisites: What You’ll Need Before Starting
Before you dive in, ensure you have the following ready:- A Personal Facebook Account: You must have a personal profile to be an administrator.
- A Facebook Business Page: It is best practice to link your Group to your Business Page so your brand identity is consistent.
- Group Name: Something searchable and relevant (e.g., "Brisbane Small Business Growth Hub").
- Privacy Decision: Decide if your group will be Public (anyone can see posts) or Private (only members can see posts). We generally recommend Private for businesses to create a sense of exclusivity.
- Branding Assets: A cover photo (1640 x 856 pixels).
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Step 1: Access the Groups Creation Tool
Log into your personal Facebook account on a desktop or laptop. On the left-hand sidebar of your home feed, click on the Groups icon (it looks like a circle with three people inside). Once the Groups page opens, click the + Create New Group button located on the left-hand menu.Screenshot Description: You should see a split screen. On the left is a sidebar for your settings, and on the right is a live preview of what your group will look like on desktop and mobile.
Step 2: Choose Your Group Name and Privacy
Enter your Group Name. Try to include a keyword that your customers might search for. Next, select your privacy level.- Public: Anyone on or off Facebook can see who's in the group and what they post.
- Private: Only members can see who's in the group and what they post.
For most Australian businesses, Private is the better choice as it allows you to moderate the quality of the discussion and protect your members' data.
Step 3: Hide or Show Your Group
Under the privacy setting, you will see an option for Hide Group.- Visible: Anyone can find this group in search.
- Hidden: Only members can find the group.
Select Visible so that potential customers in Brisbane or across Australia can find your community when they search for relevant topics.
Step 4: Upload a Professional Cover Photo
Your cover photo is the first thing people see. Do not leave it as the default blue pattern. Upload an image that represents your brand. Pro Tip: Use a tool like Canva to create an image that is 1640 x 856 pixels. Include a short call to action or a welcome message in the design, but keep important text away from the edges so it doesn't get cut off on mobile devices.Step 5: Link Your Facebook Business Page
This is a crucial step for professional branding. Once the group is created, go to the Group Settings in the left-hand sidebar (scroll down to the bottom of the menu). Look for the section titled Manage Advanced Settings and click the pencil icon next to Linked Pages.Select your business page. This allows you to post in the group as your business identity rather than your personal profile, maintaining professional boundaries.
Step 6: Write a Compelling 'About' Description
Go to the Description section in your settings. This is your elevator pitch. Explain:- Who the group is for.
- What value members will get (e.g., exclusive discounts, expert advice).
- Any relevant Australian context (e.g., "A community for homeowners in South East Queensland").
Step 7: Set Up Membership Questions
To keep spammers out, set up Membership Questions. In the left-hand sidebar, click Membership Questions. You can add up to three questions.- Question 1: Ask for their email address (and mention they are opting into your newsletter).
- Question 2: Ask what their biggest challenge is regarding your industry.
- Question 3: Ask them to agree to the group rules.
Step 8: Define Your Group Rules
Facebook provides a set of template rules. Use them, but customise them to suit your brand voice. Common rules include "No Spam or Self-Promotion," "Be Kind and Courteous," and "Respect Everyone's Privacy." Having clear rules gives you the grounds to remove members who are disruptive.Step 9: Customise Your Web Address (URL)
By default, your group URL will be a string of random numbers. In Group Settings, look for Customise Group and click the pencil icon next to Web Address. Change it to something likefacebook.com/groups/yourbusinessname. This makes it much easier to share on your marketing materials.
Step 10: Create Your First Post
Before you invite anyone, make the group look active. Create a "Welcome Post" and pin it to the top (Featured section).- Introduce yourself and the business.
- Explain the purpose of the group.
- Ask members to introduce themselves in the comments.
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Pro Tips for Success
- The 80/20 Rule: 80% of your content should be helpful, educational, or entertaining. Only 20% should be a direct "pitch" for your services.
- Consistency is Key: Use the "Scheduled Posts" feature to ensure there is activity in the group even when you are busy running your business.
- Engage Promptly: When a member comments, reply! The Facebook algorithm loves engagement and will show your group posts to more members if there is active conversation.
Common Mistakes to Avoid
- Adding People Without Permission: Never manually add your entire friend list to a group. It’s annoying and can lead to your account being flagged. Instead, invite them or share the link.
- Ignoring the Stats: Use 'Group Insights' to see which posts get the most engagement and what time your members are most active.
- Over-Moderation: While rules are important, don't stifle genuine conversation. Let your members talk to each other without you always being the centre of the discussion.
Troubleshooting Common Issues
- I can't find the 'Create Group' button: Ensure you are on the 'Groups' tab on the desktop version of Facebook. On mobile, it is often tucked under the '+' icon in the Groups menu.
- My posts aren't reaching members: Facebook often defaults member notifications to "Highlights Only." Encourage your members to change their notification settings to "All Posts" in your welcome video.
- Spam accounts are joining: Ensure your Membership Questions are active and that you have "Participant Approval" turned on in Settings. This lets you vet every person before they enter.
Next Steps
Now that your group is live, it’s time to grow it! Start by sharing the link on your Instagram bio, in your email signature, and on your physical signage if you have a brick-and-mortar shop in Brisbane.If you need help developing a content strategy that actually converts group members into paying customers, the team at Local Marketing Group is here to help. Contact us today to discuss your social media strategy.
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