Ep 180: All Roads Lead to One Community
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All Roads Lead to One Community
Free Facebook groups are one of the most powerful (and often underleveraged) tools for nurturing leads, building trust, and growing a loyal audience that converts into paying customers.
I sat down with Lauren Golden—founder of the Free Mama Movement—to break down how she uses her webinar funnel and free Facebook group to guide people into her paid programs… without feeling pushy or disconnected.
Here’s what we uncovered.
Why You Should Link Your Webinar Funnel to a Free Facebook Group
Most membership or course creators run webinars to generate sales, but what happens to people who don’t buy immediately?
In Lauren’s case, they’re invited into her free community right away. That’s where the real nurturing begins.
How it works:
When someone registers for her webinar (through an ad or other lead magnet), they’re immediately invited to join her free Facebook group.
This invitation can happen via:
The thank you page
Email follow-up
A personal video message
Or any other onboarding step
The goal? Get them into the movement first.
Because when people buy into the mission, they're more likely to eventually buy into the offer.
Why Paid Customers Stay in the Free Group
Most creators separate their free and paid communities, but Lauren does something smart: her paid customers stay in the free group too.
Why? Because they become the best advocates for her brand.
Their engagement models what’s possible.
They help answer questions and share wins.
Their transformation shows up in real time.
This creates social proof, credibility, and a strong culture without needing a separate paid group.
Weekly Facebook Lives = Ongoing Nurture for Non-Buyers
Just because someone didn’t buy right away doesn’t mean they’re not interested. They may need time. Trust. Or a little more value first.
Lauren keeps those non-buyers warm by showing up weekly in her group with Facebook Lives.
This:
Positions her as the leader of the movement
Builds trust over time
Gives non-buyers consistent access to value and her voice
Keeps the community active and connected
Her words:
“Every movement needs a leader or it’s not a movement.”
And showing up regularly is what keeps that movement alive.
What Makes Lauren’s Webinar Work
Lauren doesn’t just pitch in her webinar, she builds belief and identity.
She:
Shares transformation stories from a variety of real people (not just high earners)
Positions success as becoming part of the Free Mama identity
Leverages social proof as future pacing: “She became a Free Mama”
That phrase—became a Free Mama—is powerful. It’s not just about revenue. It’s about identity. Belonging. Transformation.
And when your brand stands for something more than a product, it becomes magnetic.
Tip: Always Seed Your Group in Everything You Do
Lauren seeds her Facebook group everywhere—on her webinar, YouTube, interviews, podcast appearances, and more.
Not with a hard pitch, but in simple, consistent ways like:
“If you’ve got questions, the best place to connect with me is inside my free group.”
“That’s something we’re talking about in the Free Mama Movement.”
She’s strategic about it:
Because if she can get someone into her community, she can build trust and warm the lead regardless of what she’s selling in that moment.
Key Takeaways for Using a Free Facebook Group to Warm Leads
Use your thank you pages and emails to invite people into your community immediately.
Let your paid customers stay in the free group to model success and boost engagement.
Show up weekly even if they haven’t purchased.
Build identity and transformation into your messaging, not just outcomes.
Use your group as a home base for building connection, even for cold leads.
And remember, just because someone doesn’t buy right away doesn’t mean they won’t buy later. A warm, active group gives them a place to stick around until they’re ready.
Want to Build Deeper Connection in Your Community?
Whether you’re growing a free Facebook group or strengthening your paid membership, connection is what drives engagement, trust, and long-term growth.
Download my free guide with 77+ ideas to boost connection at connectionideas.com and start creating a community people want to be part of before and after they buy.
Stay Connected with Shana Lynn
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