The Complete Guide to Monetising Facebook Groups with Zoe McKeown

In this episode, I'm joined by Zoe McKeown to discuss Facebook groups and how to get the most out of them... so you aren't posting and hoping without any ROI.

So tune in and discover:

🎯 The simple shift that turns a dead Facebook group into a thriving community bursting with potential clients.

💡 Why most HR consultants waste time posting about their expertise—and what to do instead to attract real leads.

🚀 The secret to making sales inside your Facebook group—without feeling pushy, awkward, or salesy.

🔑 How to get discovery calls booked straight from your group—so you never have to chase leads again.

🔥 The unexpected reason why some Facebook groups explode with engagement while others are ghost towns.

And much, much more.

Timestamps:

1️⃣ 00:00 – Introduction and setting the stage
2️⃣ 02:40 – How Nick and Zoe met + the power of Facebook groups
3️⃣ 05:20 – What makes a great Facebook group? (And common mistakes)
4️⃣ 08:00 – Why engagement matters more than endless content
5️⃣ 10:40 – The biggest reason HR consultants should have a Facebook group
6️⃣ 13:20 – How to turn your group into a lead generation machine
7️⃣ 16:00 – The importance of having clear goals for your group
8️⃣ 18:40 – How to use conversation starters to drive engagement
9️⃣ 21:20 – The secret to making sales inside your group without being salesy
🔟 24:00 – How Zoe grew her own paid community using this method
1️⃣1️⃣ 26:40 – How to balance personal and business content in your group
1️⃣2️⃣ 29:20 – Why most Facebook groups fail (and how to avoid it)
1️⃣3️⃣ 32:00 – The simple engagement hack that boosts visibility
1️⃣4️⃣ 34:40 – Biggest pitfalls to avoid when managing a group
1️⃣5️⃣ 37:20 – Final tips + where to find Zoe for more advice

Want My Help to Build Your £70K+ HR Consultancy?

1️⃣ Grab a copy of my book – The Complete Guide to Building a £70K HR Consultancy – and discover how to get every lead and client you need.

2️⃣ Join The Fastlane Formula – and work with me 1-to-1 to fast-track your results and build your £70K+ business faster (and easier) than going it alone.

Transcript

zoe mckeown and Nick Poninski - 2024/11/18 13:57 GMT – Transcript

Attendees

Nick Poninski, Zoe McKeown

Transcript

Zoe McKeown: 

Nick Poninski: Hello there and…

Nick Poninski: welcome back to another episode of marketing made easy for consultants with me Nick Pinski. Today we are joined by Zoe is a Facebook group expert extraordinaire. Hello Zoe. Thanks for joining us.

Zoe McKeown: Hi. …

Zoe McKeown: thank you for inviting me.

Nick Poninski: Yeah, no problem. Obviously we met I say obviously for those listening along they don't know…

Nick Poninski: how we met and I know how We met in the Atomicon Facebook group.

Zoe McKeown: Yes. And that is …

Zoe McKeown: we can talk about that later, but that is a good example of why Facebook groups work because I think somebody else tagged me to say, "So, not only are they good places for you to have your own Facebook group,…

Zoe McKeown: but they are good places for you to hang out in."

Zoe McKeown: Because then if you get known as somebody who is the for that thing, then you might get tagged by somebody. So, you're starting your referrals Facebook group so I do help people grow a Facebook group.

Nick Poninski: Yes. Clever.

Nick Poninski: I like that. Zoe and I didn't meet last year at Atomicon, but we are in the Atomicon Facebook group and I posted and said, "Is anyone an expert on Facebook groups?"  because this is something that I think my audience should know about. It's not something I'm an expert on. yeah. So, somebody tagged you, Zoe, and here you are. So, yes, Zoe, you work in marketing, have you got your one minute elevator pitch ready? Introduce yourself.

Zoe McKeown: I initially started as A community manager is somebody who manages a community for somebody else online.

Zoe McKeown: often in a Facebook group, not always. so I mean it could be on another channel on another platform, but you look after the people in there as a community and make sure that everybody's heard that the rules are followed and all of that kind of stuff. So that's where I started. And then I realized that I was quite good at running the groups and…

Nick Poninski: 

Zoe McKeown: that I could teach what I knew about how to run a group to other people which is often the way we go. I used to be a secondary school teacher. So the two things so I left teaching and…

Nick Poninski: Heat.

Zoe McKeown: then started selling courses in Facebook groups and then got good at that and then the two things have kind of crossed over.

Zoe McKeown: 

Zoe McKeown: So I now teach people how to start and run their own Facebook groups and how to manage other people's groups and…

Zoe McKeown: also the difference and how to run a free group or a paid version of a community because you might have both.

Nick Poninski: Excellent.

Nick Poninski: Love it. not that I'm going to go too far down this line, but I owe you also used to be a teacher, so we'll have to catch up about that afterwards just to compare notes.

Nick Poninski: Let's talk Facebook groups. Let's talk about building your audience, getting them engaged, why people should think about doing it, how they then go about to monetize it. and then we'll end up with if you want to see any more information then you can share one of your links. Does that sound okay?

Zoe McKeown: Yeah, perfect.

Nick Poninski: So You've got a Facebook group.

Zoe McKeown: 

Nick Poninski: Tell me can't have a Facebook group. So yeah, I mean they're very popular. explain for us Zoe what is in your eyes what is a good Facebook group for someone to have

Zoe McKeown: Yes, I was going to say Atomicon is a good example…

Zoe McKeown: because what you're really doing is creating a space that people want to hang out in people. and we might talk about this later with the pitfalls of Facebook groups but people think they need to create a Facebook group that gives constant flow of information about their thing. So about that you'd be always always talking about always posting a tip on the latest this or that or giving advice or helping or supporting people.

Zoe McKeown: 

Zoe McKeown: People often say to me, "But I started this group, so people think I'm going to help and support them in there." yeah, you are, but you don't want to be giving everything away for free. And really, all you're doing is creating a space that minded people want to hang out in.

Nick Poninski: Nice.

Zoe McKeown: That's It shouldn't go much beyond that. Then you have the opportunity once you've created this space that they like hanging out with you and the other people, and that's important, too. They the best groups feel an affinity for the others in the group as well, not just in there for you. And that's where the word community comes in. because they'll stay for you, they might stay for a few months for everybody else. There's much more longevity in that. and again, Atomicon is a great example of that because there's lots of other people you're sharing and giving you ideas and tips and helping and supporting you on your journey.

00:05:00

Zoe McKeown: 

Zoe McKeown: Even if it's just you wanted something,…

Zoe McKeown: someone to come on your podcast, whatever it is, there's a bank of people in there who are going to respond and help you. You trust them because they're similar people that have come together through this bond of the atomic umbrella.

Nick Poninski: Gotcha. I like it.

Nick Poninski: I like the way that you talk about it being a community as well rather than a group because I think to me a group suggests there's no commonality. It's just a group.

Zoe McKeown: Yeah. Yeah. Yeah.

Nick Poninski: I like to use the word team, but I think, there's a common goal, but I think community works just as well. And if anything, it's probably better than team.

Zoe McKeown: 

Zoe McKeown: I think you're right. Facebook groups to me are those kind of which I'm not really in and I'm not a massive fan of, those sort of village ones where everybody's moaning about, how much dog poo there is on the pavement and…

Nick Poninski: Amazing. Yeah.

Zoe McKeown: somebody's that's a group to me.

Zoe McKeown: Obviously they are called Facebook groups, but I think we want them to be more a community. If you can create something that is more a community, you get longevity. People will stay longer and…

Nick Poninski: Mhm. Yeah.

Nick Poninski: I like that.

Zoe McKeown: are intrigued by you and your journey and they want to follow along. We want to create that space. So, they shouldn't feel like they're in there. They have a look around. They see everything.

Zoe McKeown: They know what's going on and then, okay, I've checked it out and now I'll move on to something else. That's not what we want.

Zoe McKeown: 

Zoe McKeown: We want them to become part of it and feel like they associate with it.

Nick Poninski: love it.

Nick Poninski: So, yeah, I do want to know how to facilitate that community without giving away all the information…

Zoe McKeown: Mhm. Yeah.

Nick Poninski: which is I think what you spoke about earlier which is I think what people think that they need to do in their community. but before I do that, let's talk about why a HR consultant or any kind of service provider really, why they should consider setting up their very own Facebook group, i.e. Facebook community.

Zoe McKeown: And you're absolutely And that is always where I would start because if you don't have a really clear purpose for why you're doing it, it won't work. If you just do it to I'll just see if it works. I'll just gather a load of people together.

Zoe McKeown: 

Zoe McKeown: I've heard Facebook groups are great. if you're a bit wishy-washy about it, what will happen is you'll just end up putting posts in.

Nick Poninski: Yes.

Zoe McKeown: Some people will chat, some people You don't really know what to do. It leads nowhere and it just drains the life out of you. And in the end, it makes you feel that you're not doing a good job, that you're not good at your business. It can really have an adverse effect, a Facebook group when it's not working. so set out with a really clear purpose. one of the best purposes is to grow your email list. Your Facebook group is your freebie lead magnet funnel. It is the start of that. So when they join your group they get three questions. One of them will be do you want my download or do you want to give me your email address and I can send you the newsletter or whatever. So that is a really clear purpose of having a Facebook group.

Zoe McKeown: 

Zoe McKeown: I need more people on my email list. You give them the link to join the group.

Nick Poninski: Nice.

Zoe McKeown: They give you the email list. So, it works exactly the same way as a download or a freebie. You have to tease them with what happens in that group that they want to be in there. The same as you do with a download, a freebie, however you get people on your email list. a Facebook group works exactly the same way to get people. So, that's a really good reason to have it. So, don't miss out on getting email addresses. the second one is really clear targets. I need three discovery calls a month and I need to get them through that group. if you set out with really clear targets like that for your group, you'll do it. You'll keep posting, you'll keep chatting, you will keep going till you find those people. You'll think, I've got two calls this month. I need and then you can start looking at the stats and that's what you should do.

Zoe McKeown: 

Zoe McKeown: And when I had my membership, I knew that for every hundred members, I would have 10 in my paid group. So, if I wanted another 10, I'd get another hundred. It worked up to the thousand. It doesn't work the same now because once your group gets big, gets harder. The reach is diluted and it gets much harder. But in the beginning, I knew that if I hustled to get another hundred in,…

Nick Poninski: It's a lead genen method really.

Zoe McKeown: I could have another, and so you should work your group like that. It is a business activity. you must see it as a business activity. Most people do not They see it as a I've got to post something in my Facebook group. I've got to chat. somebody's What am I going to put in my Facebook group? Is it most people see it as a content drain?

00:10:00

Zoe McKeown: 

Zoe McKeown: If you set really clear targets, you need it to give you three discovery calls a month, then you work to that.

Zoe McKeown: And when you see the reward of that, I've got this group and I do get three discovery calls or if I get another 100 people, I might get four in a month. then you can see purpose. Yeah. Yes.

Nick Poninski: then it becomes easier to want to do it,…

Nick Poninski: Because there's a reward.

Zoe McKeown: You will not get back…

Nick Poninski: Yeah. Yeah.

Zoe McKeown: what you want from your group unless you go and get it. Yeah.

Nick Poninski: So, I love that though. when you say about getting discovery calls, let me just talk about that briefly because that is what we're all looking for, As service providers, as business owners, as HR consultants, that's what we're in it generally generally that's what I say to my clients, right? So when you say about getting free discovery calls a month or…

Zoe McKeown: 

Nick Poninski: whatever it was the example that you is that because you put them onto your mailing list or is that and then you monetize it you get them through the mail through the actual group they you and say this is

Zoe McKeown: No, through the group.

Zoe McKeown: Everything I do is through the group. I mean your mailing list is brilliant but everything I So groups are not very pass they shouldn't be passive and this is where the value comes. the distinction between the content that you post and you being in there present and chatting and getting to know people if you're in your group. So that the content is the catalyst for anything because you can talk about anything in your group. It really doesn't matter. There are no rules. I' I really don't believe in content. I'm not going to tell you to have a content planner.

Zoe McKeown: 

Zoe McKeown: I'm not going to tell you to, just get some stuff in there that opens up a discussion about anything. It can be about anything you put a thing in about I talk.

Nick Poninski: anything. I mean,…

Nick Poninski: could I post about Trump then, for example, because that's obviously huge news, right?

Zoe McKeown: Yes. If you'd like to do that and open up that can of worms, absolutely do that because in your group, it's anything to get engagement and keep them interested and get them knowing you better, understanding you better. That's what it's all about. but also creating a safe place where they can join in the discussion if they want to. they already know…

Nick Poninski: Yes.  No,

Zoe McKeown: if they are in your group, they already know what you do.

Zoe McKeown: So, we don't need to bang on about that all the time. And if we do bang on about that all the time, what we actually do is create a really boring group. Now, I'm not going to be mean, but if you talk about all the time, after two weeks, I'm going to be like, "Okay, okay. I know what Nick does now. I know he does and helps people with their R business. I've got that." And they decide that they know what's going on and they've seen enough and I'll come back in three months time when I need Nick.  They don't because the algorithm doesn't help them. they take a right dip. They can't remember the name of your group and they don't come back. So, what we need are all of the other things that make Nick the brilliant person they want to work with and the person they want to give money to by sharing all the other bits of you that makes them go, " god, yeah, Nick said that thing about and they're the bits they remember. They probably won't remember the HR stuff, but they will remember the Donald Trump.

Zoe McKeown: 

Zoe McKeown: Inside my fridge. They will remember me talking about my granny drinking meirds coffee. Those things are the connections that they do remember and that makes your group memorable. Yes, there needs to be a thread of HR and your business. But if you're walking the walk, talking the talk and you are at running this business that you tell people you're running, that will naturally come out in your daily content anyway. You can't be having a business and not and having a Facebook group sort of based around that business. and…

Nick Poninski: Mhm.

Zoe McKeown: it not to seep in. you need to reverse it. It's breathing like if you do one bit the other will come. If you're in your group posting you can post about anything honestly you can.

Zoe McKeown: You just want to get engagement. And then what happens is it's up to you to get those conversations to where you need them to go. And this is the bit. So anybody can start a group. Anybody can put content in there. We all know how that works. You put your content in there. Not everybody's going to get engagement. And usually that's because they don't vary the content enough. The content very goes along a thread. As I said, people decide. Yeah.  Yeah. Yeah. And then they move on. we need a variety of content. We need people to think that there's more to come, things happening in the future. we need them to be interested, to the other people in there. We need them to have things that they can easily reply to you on really quick scroll stopper content.

00:15:00

Zoe McKeown: 

Zoe McKeown: All of those things around content,…

Zoe McKeown: but ultimately we as the business owner need to make some money from this group.

Nick Poninski: Got you.

Nick Poninski: Okay. Yeah.

Zoe McKeown: That is our only So if anybody says to me they want a group, Why do you want a group? I want to grow my audience and nurture them. That to me is never going to work. I call it procrastining…

Zoe McKeown: because what is nurturing?

Zoe McKeown: 

Zoe McKeown: I mean, honestly, nurturing. I don't know what you're doing. I mean, you're just kicking it down the line. You're just having a chat. You like Exactly.

Nick Poninski: people are too nice.

Nick Poninski: That's what they think they're doing. They think they're building a relationship when in reality there needs to be some sort of strategic conversation that moves them from knowing you to giving you money.

Zoe McKeown: And this is what you do light of hand. You do it in front of everybody in your Facebook group. really clearly. And if you do that, you show a huge confidence in your own work, which is really powerful. If you're afraid to say in your own group, in front of everybody else, in a thread of comments, you absolutely need my XY Z thing. Do you want the link? I really think after the conversation we've just had, this would help you.

Zoe McKeown: 

Zoe McKeown: If you're afraid to say that,…

Zoe McKeown: you signal that you're a little bit nervous and uncomfortable about your own offers. So, a group absolutely.

Nick Poninski: Got you.

Nick Poninski: So, this is kind of like an email list but a little bit different because you own it. I mean, the only difficulty would be if Zuckerberg clicks his fingers and removes you from Facebook, then you're a bit boogered. but it's a better version of LinkedIn then,…

Zoe McKeown: Yeah. you're never going to own it.

Nick Poninski: isn't it? is that because if I post on LinkedIn and…

Zoe McKeown: Yeah. Yes.

Nick Poninski: get 20 impressions, whatever, then it was a waste of time. But if I'm in my Facebook group, which is more engaged Okay.

Zoe McKeown: So, the thing about a Facebook group is it's like you ring fence that warm audience hopefully, but then don't want to sit there. You don't want them to have gone in this cold sack where they just sit. You want them actually want a flow. You want people to come and go.

Zoe McKeown: 

Zoe McKeown: you want people to come in, chat, engage, be in the community, and actually decide, " I maybe don't need this thing, and I'm going to move on." you need a flow of people to keep it alive. but also for you to have new people to sell to.

Nick Poninski: So, new people to sell to i.e. I've got the Facebook group and it's marketing made easy for So, the HR consultants are in there. If the engagement was immense in the Facebook group, then other HR consultants would see it in their feed and they'd want to join it or, Facebook would suggest them joining it.

Zoe McKeown: Yes,…

Nick Poninski: It's not a private.

Zoe McKeown: possibly they would see it.

Nick Poninski: I mean, it's private, but not private. It's not hidden.

Zoe McKeown: Yeah, possibly they would see it come up as a suggested group.

Nick Poninski: Yeah. Got

Zoe McKeown: If the group gets busy, that will happen. anyone's group is not audience growth.

Zoe McKeown: 

Zoe McKeown: It's a place for sales. Outside of the group is where you do your audience growth. So people that have a group will often say to me, I need new people. I need more sort of flow in my business. And I'll be like, then you've got to concentrate outside the Facebook group because to get new people in, you have to be more visible outside because obviously everything in the Facebook group is closed. So only people who are already in there can see it. if you want to convert people that are already warm, then you go to your Facebook group. If you want new people, you've got to go and start hustling outside of your Facebook group to get them in.

Nick Poninski: you got So, I guess that's really good. I like that. that is how to grow the group in effect is hustle like that.

Zoe McKeown: Post on your profile.

Nick Poninski: In which case, yeah. …

Zoe McKeown: Yeah. Yeah.

Nick Poninski: because the thing that I focus on more than all my LinkedIn my Facebook profile cover photo, get my book. I'm less worried about the Facebook group because I want people to go into my funnel through my book. it's for those listening along, you should get a copy of my book. It's brilliant. and let me go back to being serious, what would obviously you said you can post about anything, right? So before we move on to the pitfalls of a Facebook group,…

00:20:00

Zoe McKeown: 

Nick Poninski: five things that you would suggest somebody posts in their Facebook group that isn't like whatever the Facebook group was created for. I.e. mine is for marketing for consultants. So what should I pause that isn't marketing for consultants.

Zoe McKeown: Yeah. Yeah.

Zoe McKeown: So, people will talk about things that are secondary and tertiary messaging. So, I once signed up for somebody's program. I was in her group and I'd been in there for a little while but I don't know I hadn't sort of found my feet in it and then she started talking about this chain of hotels that I'd been in once and I was like I love those hotels they're called the pig and…

Nick Poninski: right?

Zoe McKeown: I was like I've eaten in there once they're great she might be my type of person and then you find those connections and then the algorithm does the rest so it's

Zoe McKeown: something that will connect you. So if you're somebody that loves coffee and you drink coffee a lot and you go to coffee places or you're a connoisseur of something or you love ice hockey or whatever it is, dogs that should be included in there. They should know and understand that about you. because those are the things that connect you and make the conversations.  And I do think about content as conversation starters. I think it helps. The word content is quite scary and it's quite negative most of the time. I find people don't like it. It's a chore. The word content is it just makes people go ugh content.

Zoe McKeown: 

Zoe McKeown: But if you think of it as conversation starters also your content should So another thing to post about is something that you would like with. Could you help me with that? such and such is happening at the weekend and…

Nick Poninski: Give them a bit of ownership.

Zoe McKeown: I really don't know where to start or I need a new name for this new thing I've got coming up. These are the three things. Is there anything, can you help me? They love Yes. That really helps build a community that really like that you trust their opinion too is really useful that when you're struggling for something yourself that's going on in your business in your mind. where would you go? to your group to your community of course they're your people. you would definitely ask them. So that can be another reason to have a group actually.

Zoe McKeown: It's a really useful way to test messaging, your offers, get into conversations with people and find out what they actually want, to trial stuff, all of that is a great reason to have a group. other things that you should talk about are things that matter to you. So, you talked about Donald Trump, but your values, things which are about you, the person are really important. not so much what you offer things those things will be in there. Those things should be posted about. People need to be told. but those are things that they'll just read and move on from. Those are not things that can gau get engagement. So if you post about your offers, you post about something, they're going to read it, but they're not going to get involved in a really deep conversation that's going to get the algorithm and the engagement going.

Zoe McKeown: 

Zoe McKeown: But if you talk about or you share, the fact that your dog died or the fact that you've booked a holiday and has anybody got any ideas for where I should go in, I'm going to Vietnam.

Nick Poninski: Yeah. Yeah.

Zoe McKeown: Anybody got any really good places I should stop off at? They'll join in those things with you and that helps to boost the engagement. But what we want is things that are you are going on holiday to Vietnam. Genuinely, your dog did die. genuinely because when you share those things genuinely and they're not scheduled about five or six years ago pre certainly precoid and just before black lives matter I could schedule stuff in people's groups for months in advance nobody worried nobody cared Facebook groups worked very differently a lot of people got tripped up with black lives matter didn't change their

Zoe McKeown: voice in their group, didn't react to it, had stuff scheduled, and it did some big people had to close their groups down because people were just like, have you Why are you just pretending this massive thing is happening? and the same with COVID because things were changing weekly, our updates, you could no longer schedule stuff.

00:25:00

Zoe McKeown: So people have got much more aware of they want to know that you're there with them really with them.

Nick Poninski: So we should be posting about current affairs stuff then.

Nick Poninski: So if I could post about I'm in Manchester. I went into the city center on Saturday. It was people deep Christmas markets. Yay or…

Zoe McKeown: Yeah. Christmas fig.

Nick Poninski: I think they're rubbish.

Zoe McKeown: And you could say and then you need to include people in the conversation by saying I think they're rubbish.

Zoe McKeown: What do you think?

Zoe McKeown: or they're only good for the roasted chestnuts. Other than that, I'm not going near a Christmas market if that's your thing. I'm not saying it is, but you know what I mean. So, create something that's real.

Nick Poninski: roasted post.

Nick Poninski: That's how it's been a while since you were a Christmas. It's all f*** now.

Zoe McKeown: Yeah, it is.

Nick Poninski: It's all rubbish.

Zoe McKeown: You're right. I'm not a fan either. Everything's too blooming expensive. They probably charge you to go in,…

Nick Poninski: It …

Zoe McKeown: do they?

Nick Poninski: listen, I'm not going anywhere near it. There was a news report the other day. It was £10 for a bit of sausage and bread. I'm not having that.£10 most for that.

Zoe McKeown: …

Nick Poninski: So, I bet it does as well…

Zoe McKeown: that you post that in your group and then come back and tell me if that was the best post you've ever posted and got the most engagement.

Nick Poninski: because no one really cares about the marketing stuff. If they were bothered, they'd come and…

Zoe McKeown: For a bit of sausage and…

Nick Poninski: listen to the podcast.

Zoe McKeown: And they're going to love it and they're all going to chat. And then you're going to go,…

Zoe McKeown: "Yeah, okay. that's fine, Zoe. So, everyone chatted. Then what did I do?"

Nick Poninski: Yeah. Mhm.

Zoe McKeown: 

Zoe McKeown: you chat back because if this is the other thing you need to remember if you are going to start a group is it isn't passive. You do have to chat back to people. You do have to get engaged in conversation with them. You do have to be interested in these people. You do have to see them as real people. Have a real conversation with them and care. So, you get involved in a conversation.

Zoe McKeown: and you put your sausage and bread one up. And if people are listening to this, what they should do is you're going to put this post up and then they should go to your group and check out how it did. £10 for a sausage and a bit of bread. and it's going to go.

Nick Poninski: It's mental.

Nick Poninski: So I guess my question is at what point do I then monetize it because right…

Zoe McKeown: So, yes,…

Nick Poninski: because I can post about sausage and bread taper.

Zoe McKeown: straight away you monetize it as soon as you hand. Exactly.

Nick Poninski: So yeah let's case study this. Let's go with it Zoe. Let's go off script. Let's go off pie.

Zoe McKeown: 

Zoe McKeown: post about a sausage and bread and I'm not paying that and who else would and then you get involved a conversation with someone and someone's going to say you're absolutely right the world's gone mad stuff like that and so then you say have you got a Christmas market near you or whatever the first little bit is the first reply small talk or…

Nick Poninski: Marketing for HR.

Zoe McKeown: yeah maybe you didn't want a sausage but you should have seen the price of the burgers or the jacket potato or whatever it is who loves You do your Christmas market chat. Then your second thing is starting to think, okay, this conversation has to come back around to HR. So you want to find out,…

Nick Poninski: Yeah. Mhm.

Zoe McKeown: yeah, marketing for HR. So we want to find out something that's going to get us a step closer to what it is that they need from us. so you talked about Manchester. So you might say, this was in Manchester. Where are They say where they are.

Zoe McKeown: 

Zoe McKeown: So you're finding out a little bit of information about them. And then you say, how long have you been out of HR is the third one. So the third one is really bringing it back to or are you still in or how long have you started your own business? And so the third question you absolutely bring it back to your niche.

Nick Poninski: 

Nick Poninski: I mean,…

Zoe McKeown: That's all we've got. So Second one is a step closer. And the third one, when you get really good at this, you can almost have not standard responses, but questions that would help you to understand if that person is a client for you. and everybody can do this. What would be, for example, three questions that were going to help you to know if that person needed one of your services? Yes.

Nick Poninski: listen, I can go into people's DMs and LinkedIn and ask these questions. So, I know these questions. Are you saying I should have these publicly?

Zoe McKeown: 

Nick Poninski: No,…

Zoe McKeown: Because if you go into their DMs,…

Zoe McKeown: you're not boosting your algorithm.

Nick Poninski: I'm not. But I mean, let's say for example, one of the key questions that I ask is, what is the most difficult bit about your business right now? If I could come and solve one problem for your business right now, what would it be?

Zoe McKeown: Do they reply?

Nick Poninski: But are these people going to want to share this information publicly?

Zoe McKeown: Do they reply? Yeah. Yeah,…

Nick Poninski: On Hit and miss. I always have permission to ask them.

Zoe McKeown: I mean certainly in Facebook you would definitely open up a conversation. Everybody else is going to read them. Everybody's going to know what you're doing. and…

Nick Poninski: And …

Zoe McKeown: all you're going to do is ask more questions.

Nick Poninski: if I said to them "How is the cash flow in your business right now?" They're not going to answer that. So, I guess you got to be sensible,…

Zoe McKeown: They might.

Nick Poninski: right? Wow.

Zoe McKeown: You got to be ible. But you would probably not put the word cash flow in because Facebook might not like that anyway.

00:30:00

Zoe McKeown: 

Zoe McKeown: But you might say, and how's things going? are you feeling like you're waving through trial or have you got a good flow of clients? So we just find different ways to and…

Zoe McKeown: I find that kind of conversation very natural. Some people don't in Facebook.

Nick Poninski: Got you.

Nick Poninski: Yeah. Presentation.

Zoe McKeown: At a point you decide it's entirely up to you what your sales process is that this is crossing into a sales I see potential in this person and…

Nick Poninski: Yeah. Got you.

Zoe McKeown: then if you go to your DMs if you prefer that. It's entirely up to you. I'm not going to say don't use your DMs, but if you want your group to survive and thrive, you should be as active as you can in there. It shows them that you trust them. It's a closed group. You should be able to trust each other. It shows them they're special to you. They mean They're a group of people that you've gathered together.

Nick Poninski: Yeah.

Zoe McKeown: You want to give this value, but you're not ever going to answer their questions in there because, there's a whole world of things. It could be if somebody's struggling with their cash flow.

Zoe McKeown: 

Zoe McKeown: But you want to find out more about them and you want to ask them more questions so with me it will be so the sausage thing and then I say mine was in Manchester where do you live or whatever and they'll say wherever they live and I'll say or do you work from home how long have you had this business how's your Facebook group going is not people are going but that's weird it's not weird they're in a group where they've joined because they want to know about Facebook groups If the owner of that group, you're in the Atomicon group or another group. If the owner of that group comes and wants to have a conversation with you about your business,…

Nick Poninski: Yeah. No.

Zoe McKeown: you feel special and valued. You don't feel this is weird. Why is she suddenly talking about Facebook groups? because I'm running a business and can I help you?

Zoe McKeown: 

Zoe McKeown: And then they'll say, "Yeah, yes." And that's…

Nick Poninski: Yeah, that makes sense because you are the expert in their eyes, right? Your group. Yeah.

Zoe McKeown: where The value comes in you showing up, being there for them, and directing them to something that will help them. And most of the time, if you can, that's something that's going to help them.

Zoe McKeown: Might be something that's going to lead to a paid service of yours. It might be a download. It might be a podcast episode you lead them to. It might be a freebie. It might be a video you've seen. It might be a link to something else you've got. It might be a link to a discovery call. But that's good community managing. Literally, you are,

Nick Poninski: Yeah. Yeah.

Nick Poninski: They're expressing that You have used some sort of situation from your real life to begin a conversation with them. Once you've started that conversation, you've moved it to their business, and once they have shared that they have an issue,…

Zoe McKeown: 

Nick Poninski: you are then going to present a solution to them.

Zoe McKeown: Perfect. That's it.

Nick Poninski: Love it. Yeah. Yeah.

Zoe McKeown: And the segue is that you must So people say, " I don't want to drop links in my group." it only feels weird to drop links or to tell people about a service or them if you've missed the segue, if you've missed the chat and you've no idea whether this person is struggling with something you can help them with. But when you've had conversation,…

Nick Poninski: Yeah. Yeah.

Zoe McKeown: it's weird to leave them hanging.

Nick Poninski: Like a human being. Yeah. Yeah. Yeah. Yeah. Yeah. I made that makes sense.

Zoe McKeown: Most people don't have time for that bit.

Nick Poninski: I like That is solid. So I guess the only question now would be I mean I've got two questions So what would be pitfalls and then where would people go to find out more about your stuff? So, pitfalls to watch out for.

Zoe McKeown: Yeah, Pitfalls are definitely posting too much around your niche and your business because that's what you've trained for. That's what you're the expert in.

Zoe McKeown: 

Zoe McKeown: That's what you feel really confident talking about and that's what you think people have joined for.

Nick Poninski: Got you.

Zoe McKeown: In your head, I can only talk about It's what they came for. No, it's about them getting to know you and feeling like they're in a place everybody feels the same. So, if they're in a place where everybody is struggling like yours with marketing their HR business, you almost don't need to talk about it because you all know why you're there. You are going to have some posts around it. Of course, you're going to have some posts around it. But what you want is people to feel like they can open up and I was a teacher, you were a teacher. a good way and Facebook groups work brilliant. They work Imagine them like a classroom. They work exactly the same. You've got some kids that dominate the conversation. Some that are looking out of the window that you need to attract attention. Some that if you talk off topic will suddenly go, " Blimey, she's talking about dinosaurs.

Zoe McKeown: 

Zoe McKeown: I thought this was a math lesson, but I'm in if she's going to talk about dinosaurs and then the dinosaurs leads to maths. I wasn't a math teacher,…

Zoe McKeown: but it works exactly the same. And so you want people to take notice. So you use all those teacher tricks to get people to take notice. Do not just go to the board. That's an old reference. There's no board anymore. And talk maths for 40 minutes and…

Nick Poninski: Got you.

00:35:00

Nick Poninski: Yeah. Yeah. I don't care.

Zoe McKeown: not look at them and not connect to them and not build a relationship. That will kill your group it will kill a math lecture.

Nick Poninski: That's so interesting because that I mean listen, I was at school for 5 years. There is literally about two lessons that I remember. One was a guy called Mr. Wheeler sat down at the front of our class and literally talked about his life for 45 minutes. We just sat there and asked him questions, found out who he was. That was one of the best lessons of my life.

Zoe McKeown: Of course, always teach. Yeah.

Nick Poninski: And that second one was his wife who was our French teacher. She came in to tell us about when theale got bombed…

Zoe McKeown: 

Nick Poninski: because she was in the Manchester at the time.

Zoe McKeown: And you want your group to be memorable…

Zoe McKeown: because it stands out because People still remember stuff I talked about. I've done stuff lives.

Nick Poninski: 

Zoe McKeown: I've cried on a live before not meaning to and then suddenly started talking about the war in Ukraine and different things just when you feel the connection to your group it starts to come together.

Nick Poninski: Bless you.

Zoe McKeown: So if you're not feeling that connection and it's feeling a bit cold then you need to change it up. So the pitfall is to keep it very work orientated because that's your safe place.

Nick Poninski: Yeah. Love that play.

Zoe McKeown: It's scary to go into your own world. It's really scary to open up about some of that stuff.

Zoe McKeown: 

Zoe McKeown: And…

Nick Poninski: Okay, I like it.

Zoe McKeown: And then the other thing is to be proactive. A Facebook group is It's big marketing, but it's not sales. The sales has to happen by you in the conversation or directing them to a discovery call or…

Zoe McKeown: doing some kind of launch or something around selling that product for seven days or whatever it is. You need another sales process. Your Facebook group is purely marketing and advertising. You have to take the sale and sell still.

Nick Poninski: Yes. Yeah,…

Nick Poninski: I like that. Fair enough. I appreciate that,  So, Winston, where would somebody go to find out more about you and how to grow and then monetize their Facebook group?

Zoe McKeown: Yeah, you can search my name on Facebook, Zoe Mchuan.

Zoe McKeown: 

Zoe McKeown: you will find me and I have my own Facebook group called Growing and Engaged Online Community. I had to take the Facebook out of it because Facebook don't like that bit. But If you can find my name, we should connect on Facebook.

Nick Poninski: It's interesting your name. You say Mchuan. I look at it, I see McKon. You remember the football player Martin Keon.

Zoe McKeown: Yeah. You know what?

Nick Poninski: Yeah.

Zoe McKeown: It's because obviously it's my married name so I care a bit less like it doesn't matter to me.

Nick Poninski: Mchuan. Doesn't matter to you.

Zoe McKeown: 

Zoe McKeown: I think it's probably Irish and I don't speak with an Irish accent so yeah.

Nick Poninski: When I say I'm thinking of Mchuan's Laga who used to sponsor Blackburn Rovers. And that's spelled very different to your name. But hey for those listening along at home, McKon, MC CO WN Zoe Mio. I'll put a link in the show notes. Anyway, perfect.

Zoe McKeown: Thank you for your group.

Nick Poninski: Thank you for joining us. I was just wondering if you were to say one tip, what would it be? fellow way.

Zoe McKeown: Get involved in the conversations.

Nick Poninski: Love it.

Zoe McKeown: Don't liking and hearting is not enough for the algorithm. Actually have a conversation. reply and ask another question always.

Zoe McKeown: 

Zoe McKeown: Do you do that, Nick? You always reply and…

Nick Poninski: There's always got to be a call to action.

Zoe McKeown: answer that question.

Nick Poninski: Love it.

Zoe McKeown: Yeah. Yes.

Nick Poninski: Thank you for joining us today, Zoe. That was really very interesting. I am going to make my own post about a sausage in a bread map for a tenner.

Zoe McKeown: Let me know. Yes. Okay.

Nick Poninski: I'm going to Hey, you should do it too. We'll have a little competition so you get …

Zoe McKeown: I'll do it.

Nick Poninski: what happens. I love it.

Zoe McKeown: Yeah. All right.

Nick Poninski: right, then. …

Zoe McKeown: Thank you.

Nick Poninski: thank you for joining us and thank you for those listening along at home. as ever, get marketing because without marketing there's no sales and without sales there's no business. So get marketing. Bye for now.

Meeting ended after 00:39:32 👋

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