If you’re running a food business, you’re probably always on the lookout for effective ways to reach new customers without a lot of spend. While Instagram and TikTok often get all the attention, Facebook remains a powerful tool for connecting with local customers – especially through Groups and Marketplace. In fact, Facebook Groups alone have over 1.8 billion monthly active users, with many of them actively engaging in their local community groups.
Let’s talk about how you can tap into these powerful platforms to grow your food business:
Facebook Groups: Your Gateway to Local Food Communities
Facebook Groups are buzzing communities where people actively share recommendations, ask questions, and engage with local businesses. What makes them particularly valuable for food businesses? The engagement rates in Groups are significantly higher than regular Facebook posts, and members tend to be more invested in supporting local businesses. If you haven’t already, take some time to find some groups you might be interested in so you can understand how people post and communicate within these groups.
Finding Your Ideal Customer Groups
Think about where your ideal customers might be hanging out online. For example:
- If you sell sourdough bread, you may look for groups like “Los Angeles Moms” or “Local Food Lovers”
- For vegan chefs, maybe target groups like “San Francisco Yoga Enthusiasts” or “Bay Area Vegans”
- Specialty bakers might find success in “Gluten-Free Living” or “Keto Community” groups
Your Facebook Groups strategy
Building Trust Before Sales
Here’s something crucial to understand: Facebook Groups are communities first, marketplaces second. Many groups even have rules around how often you can promote yourself or your business. The key to success is in the steps you take to approach the communities. It’s best to join groups you’d actually want to be a part of, since your genuine engagement will be noted by other members.
Here’s how we’d recommend going about starting to use Facebook Groups to reach new customers for your food business:
- Establish Your Presence
• Spend time engaging with existing posts
• Leave thoughtful comments on other members’ content
• Like and interact with community discussions
• Get to know the group’s culture before promoting your business - Share Your Story
• Introduce yourself authentically
• Tell the journey behind your food business
• Share high-quality, appetizing photos of your products
• Clearly communicate how customers can order (include your Hotplate ordering link) - Maintain an Active Presence
Once you’ve established yourself, keep the momentum going but make sure you’re posting content that varies from week to week. Some ideas for follow up posts:
- Regular updates about new menu items
- Special offers for group members
- Behind-the-scenes stories of your food preparation
- Customer success stories and testimonials. An advantage of FB groups is you can tag customers in posts which is sure to get attention.
Using Facebook Marketplace
While Groups build community, Marketplace is where local buyers are actively looking to make purchases. Here’s how to maximize its potential:
Do the research
Open up your own Facebook Marketplace and look for products like yours. See what’s being sold, and what keywords they’re using in their posts. For example, here’s what we see when we look up just the word “sourdough”:
Creating Effective Marketplace Listings
- Use high-quality, eye-catching food photography
- Write detailed descriptions with relevant keywords
- Include your Hotplate ordering link in every listing
- Keep your listings updated and fresh
Pro tip: Think about the search terms your potential customers might use and incorporate them naturally into your descriptions. For example, “homemade artisanal sourdough bread” or “fresh vegan meal prep.”
The Bottom Line
Facebook Groups and Marketplace offer unique opportunities to connect with local customers who are already interested in what you’re selling. By becoming an active, valued member of these communities and maintaining a consistent presence, you can build a loyal customer base that will champion your business in their communities.
Important Note: Before advertising your food business on Facebook or any other platform, ensure you’re compliant with your state’s food safety regulations and local health codes. Requirements vary by location, so it’s essential to understand and follow your local laws.