Section 1.A
Allow Us to Introduce Ourselves!
Hey there! We're
with Sugar Cookie Marketing
👯♀️ No, you're not seeing double - but you are seein' trouble (kidding). We're The Miracle Twins (actual last name, not a self-proclamation), and we've run The Sugar Cookie Marketing Group for 5 years now - it's a group that helps sugar cookie bakers sell more online using social, website, and email marketing.
But sales concepts are universal (thankfully). Replace "sugar cookie" with "cake pop," and it all still works to turn the internets into your 24-7-365 sales guy (💪 *with a lil' elbow grease required).
👉 Today's topic: Community Group Marketing.
📸 Photography, Baking, and Social Media
🍪 aka "Mixing Bowl Cookie Co"
This is Corrie Miracle aka "the twin who shakes and bakes." Starting in 2010, Corrie's been in retail and automotive sales. She moved into home service sales in 2014, and in 2017, she combined forces with (the favorite) Twin1 with a marketing company that exclusively works with local, service-based businesses. In 2020, with the launch of Sugar Cookie Marketing, those same concepts are just as effective when selling baked goods.
💻 SEO, Websites, and Workflow
🐍 aka "The Snake Tamer"
This is Heather Miracle - older, wiser, also the twin who writes the copy for the website (if you couldn't tell). She started in internet marketing for service companies in 2009 with side projects in online e-commerce and manufacturing. In 2017, she combined forces with Twin2 in a marketing agency servicing Northern Virginia home service providers. In 2020, Corrie dragged Heather kickin' and screamin' in to the wild world of sugar cookies. Together, they launched The Cookie College in August 2021 where they teach marketing to bakers.
Section 1.B
Poll the Group
I want to see where we're at as a group, so let's see a raise of hands for a few questions. The most important question is the last one - so please pay attention to that.
➡️ Consider This ⬅️
If You Don't Have a Local Group
If you're already thinking, "There are no community groups in my area," consider starting your own. In this course, we'll cover some of the group mechanics that can help you form the foundation of your own community groups. Community groups that are valuable resources can be massive lead gen opportunities for the group admins.
🧠 A group is only as good as its management team. High-quality groups require a lot of effort, but they pay out in dividends.
Section 2.A
Organization is Key
Using a Google Sheet for
To Stay Organized
We live and die by our spreadsheets - and using one to track community groups allows you to stay on top of specific group rules, posting times, post types, group size - you get the point. This free Google sheet is built out for community group management. Use the dropdown to categorize each aspect of your local community groups.
Way too often, users get banned from community groups for breaking the sales rules specifically. It's important to keep track of each group's sales policies so we're not permanently banned from selling there.
We're going to look for about 10 local community groups if possible, but we'll take what we can get. The more options you have, the more potential audience you can reach.
Download this
To Track Your Groups
Here's a jumping point to get you started. Below is an explanation of each tracking column.
Click the Link > Make a Copy (you may need a Gmail account)
Why This Data?
Not all groups are created equally, and we only have so much time in the day for admin + marketing tasks. This quarterly tracking document will let us determine which groups are worth our time and make us money.
To find a group's URL, click to the group > three "..." in the top right corner > share > copy link.
Locality (local / state), Business, Hobbyist, Charity, Misc. The goal is to find the most local groups.
<500 - 5,000+. Bigger isn't always better. Making a small group your buddy can be advantageous.
None, Light, Mod, Heavy - moderately managed are typically the goal. Non-managed = run.
Individual Posts or Group Thread. Ideally find groups that allow individual sales posts.
DO NOT mess this one up. Figure out how often you can sell (typically listed in the group rules).
Some groups allow sales on specific days of the week. If there's no set date, select NA.
Some groups allow personal profiles or business pages to join. If you can, join as both.
Is your group profile optimized for sales? More on that in the next part of our presentation.
Your personal opinion - on a scale of 1 - 5, how would you rate this group in terms of value to you.
Link to the admin's group URL. Engaging with admin content can put you on their good side.
Update this weekly as you make your sales posts. Not every week needs to have a pitch from you.
Section 2.B
Community Groups 101
Let's Look at an Actual Group
Things to Note and Know
It's important as a seller to understand how groups can be run within Meta's group options and features as these can affect your posting abilities within groups.
⚠️ An important aspect of selling in a community group: following their rules. Take a minute to join the Example Facebook Group we're using for the rest of this lesson - you can join it by clicking here > answering the membership questions > agree to the group rules. Let's run through some common community group Q&As to help you better understand how to approach groups when making your sales posts.
🔗 Rules can be found for any group by adding /rules to the end of the community group's URL (example: https://www.facebook.com/groups/sellingcakepops/rules).
Click the Link > Request to Join > Community Group Example Posts 🍭🍰
How Community Groups Work
Community groups follow both Facebook's framework as well as the admin's approach to admining. Understanding the tools available to admins can help you better navigate the community group's nuances and understand when you're "sellin' too close to the sun" and at risk of getting suspended, post approved, or worse - banned.
Click on the 🪛 below to expand the content. This is also listed in the Group Rules of our example FB group.
Meta (Facebook) limits groups to only 10 rules - that doesn't mean that there are only ten rules, though. Rule descriptions are limited to 500 characters. So if you have a question about the rules, it's best to ask an admin before risking making your post.
You can find the admin by adding /about and scrolling to the members section.
🔗 Example: https://www.facebook.com/groups/sellingcakepops/about
Groups can have profiles and pages as community managers - meaning that there may actually be more than one admin if the only admin is a business page. Any page admins will automatically be able to manage the group if a Page is made a group admin.
This may be important if you think you've crossed the admins but are unsure of who - it may be nearly impossible to determine who truly admins a group, so speak with kindness at all times.
Whether a group is set to post approval or not can only be known if you make a post, and the post goes to "pending" status. But admins can put individual members on post approval. Admins tend to do this when members consistently violate the rules. Post approval only applies to posts, not comments. Post Approval status can have no expiration if the admin chooses.
Group suspension applies to all group actions and can only last up to 28 days.
If you used to be able to post without pending approvals and now your posts are pending - proceed with caution - you may be on the admin's radar.
Private groups require members to request to join, whereas public groups can require members to request to join, but anyone on Facebook can preview the group, read comments or posts, and joining requirements are low to nonexistent.
You must understand that your posts and comments made in a private group that switches to public can be viewable by all of Facebook. ONLY write that which you'd be okay if it were read in a court of law.
Private groups are typically better managed, and public groups tend to have increased spam and bot accounts. Once a group surpasses 5,000 members, it cannot switch its privacy status.
You may see admins referring to "pinned posts," now renamed to the Featured section in groups.
The featured section adds a small dot when new content is added, but once you've visited the group, this dot will disappear even if you did not check the featured posts.
To be a good community member, it's recommended to check the Featured section frequently to see any admin updates. You can locate the pinned posts by adding /announcements to the end of the group's URL.
🔗 Example: https://www.facebook.com/groups/sellingcakepops/announcements
All group members can report content to both Facebook and the group's moderator team.
When a group member reports content to the moderation team, they can cite a specific rule that the content violated.
This is important - if you wrong a member, they can become your sales post's worst silent nightmare by continually reporting your content for various perceived violations. Another good reminder to only engage in group content that is pleasant, informative, or uplifting. STAY AWAY FROM POLITICS OR CONTROVERSY.
Facebook has recently rolled out "alternate profiles" so members can join groups that allow only profiles - but do so with more anonymity and privacy.
It's important to note that these alt profiles are still connected to your primary "master" profile. In the event a primary or alt profile is banned, if the other alt profiles aren't already in the group, they can also be permanently banned.
Yet another reminder to not engage in content that can get you (or your alts) banned if you want to turn Facebook groups into selling powerhouses. Do not violate the sales rule with your alt profiles and expect it not to affect your primary profile.
Newer to Facebook Groups, "Admin Assist" is half AI and half "if then" automation to help admins better manage groups.
Admin Assist can now approve pending posts, decline profiles with no profile image or decline a profile made less than a week ago.
AA can also suspend members, delete content, move content to manual review, block comments and posts containing certain keywords, and more.
It can also publish a recurring post each week - this will look like it was posted natively by the admin.
Facebook has recently auto-enabled group Spam Filters. These filters cannot be disabled, and admins are not notified when a post is filtered out. Spam filtered content requires manual review and approval, even if the group is not set to post approval for all members.
Spam filters will become the sales poster's worst nightmare. Once your content starts getting flagged for spam, it's difficult to get it out of the filters.
We find most content that ends up in spam either includes an external link or was copied and pasted into multiple groups.
When you post the exact same sales posts in multiple groups around the same time, Meta will aggregate your posts to reduce spam.
It's important to write unique copy and use different imagery for your sales post. Yes, this will take additional time and effort. Yes, the results are worth it.
This should also keep your post from getting caught in the spam filter.
Section 2.C
Optimizing Your Group Profile
You actually Have Two Profiles!
Optimizing Your Group Branding
When you join a community group, you automatically create a group profile separate from your Facebook profile (although still connected). Think of your group profile as a version of you specifically made for that group. Optimizing these group profiles can help increase lead generation in your community groups. Each community group you join creates a unique group profile for that specific group.
✍️ Your profile intro (150 character limit)
✍️ The profile cover photo (1640x600 pixel sizing)
When other users click on your profile within that group, they are taken to your group profile. Admins can also use your group profile to see admin actions taken against you, your group activity, as well as your profile information. From there, they can also click to your personal Facebook profile.
This is an Example of a
You can customize this!
Optimizing these can help increase sales when group members click to your "group" profile from your group posts. ✅ Use emojis.
➡️ Consider This ⬅️
Your Personal Facebook Profile
Your group profile is only a part of your overall Facebook persona. Optimize your personal profile as well. You can tag a business page or insert a URL in your personal profile. You can update your cover photo to feature your latest bakes, and you can share content from your baking page to your personal feed.
Using Facebook's post privacy settings, you can limit what non-friends can see on your page as well. Consider what you're sharing to your feed publicly and how it may impact potential clients. While you may be tempted to share your political views or opinions on hot-button and divisive topics, understand that you may risk isolating a portion of your potential client base.
🧠 Remember - if it's on the internet, it's forever.
Section 3.A
Your First Impression
Making a Good First Impression
Two Intro Post Approaches
Introductory posts are like a community group's "free space." Groups can turn "Member Intros" on, meaning when you join a group, an admin prompt will ask you to post a picture and introduce yourself. But even if member intros are disabled, most community groups are open to introductory posts from members, so let's make this first impression a solid one.
Your intro posts will need to barely flirt with your bakery, but really invite comments to help hit the algos. We're going to accomplish this by asking questions in our intro post - there's a few ways to go about this. Let's take a look at these example posts.
Click the Link > Make a Copy
Let's Look at Two
Introduce Yourself
Intro posts are a great way to let your community group's members know more about you. This establishes trust within the group. It also earns group points. The key for intro posts is to give enough information about your bakery without violating the sales rules. It's also an ideal post to complement the group admins and members. 🧠 Remember - psychology is at play here.
In your intro posts, you'll want to include:
🔴 Group formatting (use the H1 tags - if you post from a computer, use bolding and italics as well as lists).
🔴 A picture (ideally of you + tailored to the group's theme. A foodies group = a pic of you at a local restaurant).
🔴 A hook (this will be the first sentence).
🔴 A short bio (why did you move here, what are you looking to learn about the area, what's your favorite thing to do locally).
🔴 A blip about your cottage bakery (but don't link to any websites or social profiles).
🔴 A compliment to the group (this will make the admin team feel all warm and fuzzy).
🔴 Ask for recommendations (this will give something people can engage with).
In your intro posts, you'll want to include:
🔴 Quick intro (humor just cannot be beat - but make sure you go on the light side).
🔴 A collage (using max 5 photos can also stop the scroll for an intro post - but it can splinter out to individual images, which is confusing).
🔴 A short bio (why did you move here, what are you looking to learn about the area, what's your favorite thing to do locally).
🔴 A very short mention of your bakery (but don't link to any websites or social profiles).
🔴 A compliment to the group (this will make the admin team feel all warm and fuzzy).
🔴 A question (this will help people engage with your intro).
Section 3.B
Give Give Give Give Take
Give 5x More Than You Take
Give Some / Get Some Mentality
This is the part that separates the proverbial men from the boys! Community groups are resources, so good community group behavior adds to or uses those resources before you hawk your wares.
😢 If you can't give before you take, community groups will always be a struggle for your marketing. And we can guarantee another baker will figure it out and take your piece of that community group pie.
Community groups are just that - resources for a local community. In this next portion, we'll cover how to become ✨an engaging member✨ who also happens to sell baked goods rather than a baker who can't read a room. This is less technical and more psychological. By adding value to a community group, the group admins will see you as a valuable resource.
🧠 When you're on the admin's good side, they will likely recommend you to other members, engage with your posts (admin activity is favored in groups), and possibly give you some grace when you misstep. 🤕
This is The biggest takeaway
You MUST Add Value.
If we could yell at you all here, we would (we won't because our voices are annoying). Listen - If you don't add value to a group before you sell, you are not a valuable group member. If you are not a valuable group member, you can expect suspension, banning, or disfavor with the admin team. This is a community group seppuku. We've gotta say it one more time to drive the point home:
🛑🛑🛑 Post non-sales content FIVE TIMES as often as you post sales content. If not, you WILL become an admin's worst enemy. If you're an admin's worst enemy, you are on your way to ruining your chances in community groups.
In your value-added posts, you'll want to include:
🟢 Group formatting (use the H1 tags - if you post from a computer, use bolding and italics as well as lists).
🟢 A picture of your issue (if you need landscaping - a picture of your home's front yard).
🟢 A request for recommendations (this will be the first sentence).
🟢 A quick pitch for potential vendors (you will NOT mention anything about your bakery AT ALL in this post).
🟢 A compliment to the group (this will make the admin team feel all warm and fuzzy).
In your value-added posts, you'll want to include:
🟢 Group formatting (use the H1 tags - if you post from a computer, use bolding and italics as well as lists).
🟢 A picture to stop the scroll (it can be a "pic for attention").
🟢 A request for recommendations (this will be the first sentence).
🟢 A quick explanation (you will NOT mention anything about your bakery AT ALL in this post).
🟢 A compliment to the group (this will make the admin team feel all warm and fuzzy).
Mix It Up
The Long and the Short of It
Value-added community group posts should be a mix of long-form content (content that is longer) and short-form content (examples below) to create a community profile that is engaging to all types of members. Some group members will resonate with a longer post + a picture, and some will just like to quickly answer or ask a question.
Our community group strategy should include a mix of both. Plus, it's easier to make 5 non-sales posts when some of them can just be a sentence long.
🧠 Remember - when someone engages with your non-sales posts, they're more likely to be served your sales content. This is what strategy looks like.
🗣️ "Hey group - what's the best farmer's market in our area?"
🗣️ "Was wondering if trash collection is still on today - I know it's a holiday. Forgive if this has already been asked!"
🗣️ "Does anyone know the price of eggs at [Grocery Store]? 🥚 I'm a baker and I run through a dozen eggs in just a day."
🗣️ "Don't sleep on the new fusion restaurant that just opened! My husband and I just left there - it was f-a-n-t-a-s-t-i-c! Highly recommend the mango sticky rice, but call ahead for reservations. It looked like it was filling up fast."
➡️ Consider This ⬅️
More Replies = More Reach
The algos want people returning to Facebook - so whenever you create an instance that gets someone to open up their Facebook app, Facebook rewards you and your content with increased reach. That means replying to each comment left on your posts = 1 notification that a Facebook user will need to check. See where we're going with this? Reply to every comment left on your posts - even if it's just to thank them for their feedback. This will turn your group profile into a reach powerhouse, and in return, Facebook will show your content to more and more group users.
🧠 When you're ready to make your sales post, Facebook will then show that content to more group users.
Section 3.C
Finally, We can SELL!
Selling in Community Groups
Sales Posts Should Be Strategic.
Finally, we've laid a strong foundation to have a strong sales post in our community group. Great job! You may be tempted to skip the value-added and intro posting steps and go straight for a sales post when the group's sales day (or thread) goes up.
We would recommend skipping the sales days until you've built up strong and engaging foundational posts to build from. This will allow your sales post to get more engagement. Just like our other posts, sales posts require strategy to better harness the reach of the algos. Your sales posts should test different concepts like:
🤑 Use professional product photos, and then maybe try a candid photo of your kids.
🤑 Use collages in some posts and an individual product image in others.
🤑 Use a link preview as your sales image or test dropping links in the comments.
🤑 Run a giveaway instead of a sales pitch some weeks.
🤑 Use a sales post just to introduce yourself and tag your business.
🤑 Don't be afraid to skip some sales days on weeks where you didn't make many value-added posts.
Let's Look at Two
Think: Increasing Engagement
Sales posts should accomplish a few different things, but you can't make a single post carry the entirety of your business's sales success on its shoulders. Example: One week focus on a product drop, the next week run a giveaway, and maybe the week after that, post about an upcoming class.
Using some sales posts to poll your audience for new product offerings without even making a sales pitch is a great way to increase brand awareness, even if it doesn't lead to a direct conversion. Mix it up! A diversified sales posting strategy will yield better long-term results.
That includes long-form content, posts with and without links, and collage images vs single images.
In your sales posts, you'll want to include:
🟡 Group formatting (use the H1 tags - if you post from a computer, use bolding and italics as well as lists).
🟡 A high-quality staged photo of your bakes ().
🟡 A CTA (call-to-action).
🟡 A focused product description (making a single post carry too much information will hurt reach).
🟡 Order process (how can they order from you?).
🟡 An ordering link (* we may want to put this in our comments depending).
🟡 Your own react (people like what other people like - so heart your own post).
🟡 A bump comment (24 hours later, comment on your own post).
In your sales posts, you'll want to include:
🟡 Group formatting (use the H1 tags - if you post from a computer, use bolding and italics as well as lists).
🟡 A picture of a human's face (we humans love to see other humans).
🟡 A CTA (call-to-action).
🟡 A quick product description (making a single post carry too much information will hurt reach).
🟡 Order info in DMs (let's test them taking an action).
🟡 NO links (sometimes FB devalues posts with external links, so test no links in the post).
🟡 Your own react (people like what other people like - so heart your own post).
🟡 A bump comment (24 hours later, comment on your own post).
In your sales posts, you'll want to include:
🟡 Group formatting (use the H1 tags - if you post from a computer, use bolding and italics as well as lists).
🟡 A picture of yourself (we humans love to see other humans).
🟡 A page tag.
🟡 No specific product (but broadly mention what you bake).
🟡 No links or order info (we're focused on brand awareness this time).
🟡 Your own react (people like what other people like - so heart your own post).
🟡 A bump comment (24 hours later).
➡️ Consider This ⬅️
Be Involved in the Conversation
The key to harness community groups referral power is to connect with other members. That means, on a digital app like Facebook, commenting, reacting, and tagging.
Consider how you would like people to engage with your content. Now do the same for other people. When you see someone else's sales post, comment on how awesome you think their product / service is. When you see a member looking for a recommendation, tag a member who offers that service. You'll find, over time, your name will be associated with positive engagement in your community groups = which fosters referrals.
🧠 Remember the golden rule - do unto others as you'd have them do unto you.
That's a Wrap!
with Community Groups.
If this seemed like a lot - that's because it is. Facebook Groups are some of the strongest aspects of lead gen just waitin' to be tapped. These strategies will take more than a week to implement. We're talkin' 3 months of putting in the work to see real results impacting your bottom line.
Be patient. We're not just selling, we're building connections, and that takes time, consistency, and authenticity. You've got this. Just put in the work and enjoy the rewards!
You've got this!! - The Twins
Let's Connect on Facebook.
If you like this type of sales-focused bakery content, we have more where that came from! We'd love to invite you to connect with us on a few social accounts where we post marketing strategies for bakers (also - again - hilarious memes).