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Chapter 4: How to Find Pages and Groups to Share Your Content To

As we mentioned briefly in the last chapter, one of the best ways to get your posts seen by a targeted audience is to post to existing Facebook pages and groups. This way, you can choose who sees your content based on their interests and you can benefit from all the hard work that the creator of that page or group has already done.

You’ll find that most Facebook pages are built for promotional purposes by their creators. As such, you often won’t be able to add your own content there unless you first become an administrator-which requires permission from the owner.

Instead then, look for and join groups. This way, you’ll be able to take part in the discussion and this will often include the ability to post links if you so wish.

Finding Facebook Groups

The question then is how do you go about finding new groups? One way to do this is with the simple search tool in Facebook. Just click on the search bar at the top (which says ‘Search for people, places and things’) and then start typing the name of a group you might want to take part in. Normally this can just mean typing in the name of your niche. Have a website/business in the fitness niche? Then just search ‘fitness’ and see what comes up. Likewise, you can also pick topics that are within your niche, for instance if your topic is ‘fitness’ then you might pick ‘the gym’ or ‘running’. If your niche is writing, then you might pick ‘fantasy writing’.

Big groups have the advantage of having a wider reach and helping your content to get seen by more people but smaller ones have the advantage of keeping your content at the top longer. The best call is to try some of both.

And don’t be afraid to try out groups that are only distantly related to your topic - this is a great way to branch out and attract new audiences. For instance, if your topic is ‘parkour’ or ‘free running’ then you can also promote that in a group about martial arts as the two have similar roots. You could even write an article specifically on ‘parkour as a martial art’ or ‘the influence of martial arts in parkour’. Melding two vaguely related topics together also happens to be a great way to come up with ideas for new, original content.

If you find yourself struggling for inspiration when picking Facebook groups though, then another method you can use is to try Facebook’s grid search. This allows you to see groups that have friends as members and to see suggested groups. Just look along the left hand menu of your newsfeed and then scroll down to ‘New Groups’. Click this and you’ll be given several tabs. New groups are groups you’ve been recently added to but you can also see local groups (useful for local businesses), you can see ‘suggested groups’ (useful for finding things within your niche) and you can find ‘friends’ groups’. Friends’ groups is surprisingly useful because it lets you see groups your friends are in. As such, you’ll be able to find places where you can likely post without getting deleted. If you’re University alumni for instance, you may be able to find clubs and societies you once belonged to - and this gives you an excellent platform for promoting your stuff. Don’t be afraid to promote to your friends!

Finally, one more trick is to consider looking at the existing fans and members of your current page or group and then seeing which groups they are members of. This is a powerful strategy because it shows you where interests cross over. In other words, if you’re already seeing people migrate from those groups, chances are you may be able to find more recruits there.

Posting to Groups

So, find a Facebook group that is somewhat relevant to your niche or industry, come up with some somewhat relevant content and post it there. Simple! If you create an article on Bruce Lee and share it to a martial arts group, then in theory you can get thousands of new visitors... instantly.

The only problem is that you’ll probably get deleted...

So instead of being purely promotional and out for yourself - think of ways you can give back to these communities. Use this as an opportunity to demonstrate your knowledge, your expertise and your value. Only once you have built up trust should you post your very best content there. Don’t overdo it and make sure you give more than you take. Business is all about offering value and Facebook is no different!

Outreaching to Other Facebook Pages and Cross Promoting

One of the most popular concepts in digital marketing at the moment is something called ‘influencer marketing’. The way this works is simple: instead of building a huge audience over time that you will be able to share your content to in the future, the aim is instead to simply find an existing large audience and then to share with them. This way, you leapfrog all the time and effort spent building and get straight to the profiting! The person who can give you that route to the market is called the ‘influencer’, hence influencer marketing.

On Facebook, this largely means finding the owner of successful Facebook pages and groups and getting them to promote you on your behalf. The good news is that it’s relatively easy to start this process seeing as Facebook lets you find the group owners quickly and message them. The hard part is convincing them to post for you.

So then, make sure that you have something to offer! Often that will mean offering some money but it can also mean offering to post to your network in exchange for them posting to theirs. This is essentially the same thing as an ‘ad swap’ and it should benefit you both.

If you’re lucky and you find the right page owner, you may even find they’re willing to post your content for free. Make something tailor made for them and they will often agree to share it if it’s genuinely good and interesting.

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