In 2021, everybody knows about Facebook. And surely someone, probably lots of people actually, have told you that you have to be active on the social network if you’re going to grow your business. But what does that really mean?
Having a Facebook page where you post pictures of your pet clients is great. It keeps current clients engaged and shows prospective clients your love and care for pets like theirs.
That page should also include your services, pricing, and how to contact you. But having a page is merely table stakes. (Just like a website, if you don’t have one, people may not think you are a real business.)
More and more, Facebook Groups are where the bigger opportunity exists. These are the places where real local conversations occur, people seek out recommendations, and word-of-mouth referrals happen almost every day.
So, what is a Facebook Group?
Unlike your Facebook page, which someone needs to seek out, Facebook Groups are interest-based communities, where many members post and comment frequently about a mix of topics that they care about. Posts from these groups tend to show up in members’ newsfeeds at a much higher rate than brand pages, and engagement can be very high.
Picture it like a big dog park full of friendly people talking about what is going on in your area. Except you can search for the conversations you want to be a part of!
What groups should I belong to?
The nice part about Facebook Groups is that they can be very specific and very local.
For example, my town (Arlington, MA) has three very active groups that are relevant to our dog walking community. The first is generically called “The Arlington List” which includes all sorts of town-wide discussions.
The second is “The Arlington Parents list”, which is a smaller, but highly engaged group of parents, many of whom have pets and need help with pet care.
The third is “A-DOG, Arlington (MA) Dog Owners Group”, which is specifically for dog owners in town.
Over the past few months, each group has included questions about how to find a good dog walker and people seeking out recommendations from their neighbors.
That being said, every town is different. To find the right groups to join, think about who your current and potential clients are and seek out the places they might be engaging. You can start by asking yourself:
- What towns do my clients live in?
- Are they older?
- Do they have families?
- Do they have common professions? (e.g., young professionals)
And of course, never be afraid to ask your clients if they have groups they are particularly fond of!
What are the rules of engagement?
To get the most value out of Facebook Groups, you definitely need to put in a little bit of effort. That means at least occasionally engaging on topics you care about, asking questions, and responding to requests where you can (“who has the best pizza?” is a common topic of discussion for example.)
That way, when you respond to a more direct question like “does anyone know of a good walker for my new puppy?” people know who you are and that you can be trusted.
Does that mean I can never post looking for clients?
Of course not!
There is nothing wrong with occasionally introducing yourself and what you offer. Local groups like to support local businesses and as long as you are respectful in the way that you do it, and don’t sell too frequently, you’ll be on safe footing.
Are there Facebook Groups for dog walkers and pet sitters too?
Yes, there are a bunch of active Facebook Groups where issues specific to dog walkers and pet sitters are discussed. Many have different tones, so find the one that fits your personality and jump on in. Dog Walker to Dog Walker is one that I personally enjoy.
How do I get started?
In summary, joining Facebook Groups and committing to engaging in them can feel like just another one of those things you don’t want to do, but the opportunity to meet other local businesses and potential clients is very real.
Pick one or two to check out, search through recent discussions and chime in where you can. It’s worth it!