In this episode of the Inside Social Media podcast, I welcome Facebook and social media marketer Amy Porterfield.

For those one or two of you who don’t know Amy (everyone seems to know Amy!), she’s co-author of a Facebook For Dummies book, she’s affectionately known as the Facebook marketing queen (which embarrasses the heck out her, btw) she’s a speaker and she’s got a really popular podcast called Online Marketing Made Easy which is on my short list of shows that I listen to every week.

I asked Amy to join me on the podcast because Facebook is such a hot topic right now and frankly has been for a while now.  Specifically, what the heck should businesses be doing with it now that organic reach has significantly decreased.

If you listened to the last episode, #50, with Ford’s Scott Monty, you heard us talk about how small businesses should be looking at Facebook in their overall marketing mix.

And with Amy today, we get into tips, tactics and strategies for how you should be using Facebook marketing in your business today.

Two-Part Facebook Marketing Series

This episode is part 1 of a two part series that I’m doing here on the podcast all about Facebook marketing.

For those of you who don’t know, in my business, in addition to this podcast, the first training course I’ve created is on Facebook advertising.

So you might be thinking, ok sooo Rick, why are you bringing on another Facebook marketer if YOU’RE focusing on Facebook marketing too?

Well, good question.  First, Amy is an amazing person and is such a good teacher and it’s my goal here on the podcast to bring you the best content I possibly can.  And second, where Amy tends to teach overall Facebook marketing strategies, including some Facebook ads, I dive deeply into Facebook ads.

And you’ll hear us talk about this dynamic today.

In part two of this series, I’m going to dive into Facebook ads and share with you how you can be using them to automate leads and sales for your business, without spending a lot of money.

I’ll also share with you a bit more about my background, that some of you might know about already, which will really connect the dots for you and explain why I’m drawn to Facebook advertising and marketing so much.

That will be a special solo episode which will be a lot of fun.

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Specifically, In this Episode You’ll Learn…

• Amy’s 7 steps to creating a profitable Facebook marketing plan


• Creating a sales funnel and how that funnel fits into your FB marketing efforts


• We talk about lead magnets, how to create the best one for your business and how to decide which platform you should be delivering it to your audience on.


• And we also dive into the most common questions that Amy’s getting from her Facebook ProfitLab students.  You’ll hear more about what ProfitLab is and this section of the interview is I think going to be really helpful to you because you very likely have the same questions.


• We get into all that here today and a whole lot more.

Episode Resources

Amy’s web site: http://www.amyporterfield.com/

Amy on Facebook: https://www.facebook.com/AmyPorterfield

Create quick and effective landing pages with LeadPages (aff link)

LeadPages video on Facebook-focused lead pages: http://www.leadpages.net/products/

Amy Clover’s StrongInsideOut.com

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Insider Show Notes: Amy Porterfield

On The 7 Steps to Create a Profitable Facebook Marketing Plan…

• #1: Create a free giveaway, a lead magnet. Do this by looking at the questions you are most commonly asked and/or the biggest pain points your audience has and then find a way to answer those questions and solve those problems. Create your lead magnet based on your findings.


• #2: Develop a lead capture page so has your audience can give you their email address in exchange for your giveaway/lead magnet.


• #3: Create a Facebook ad that is solely focused on promoting your lead magnet; you are not selling anything with this ad.


• #4: You must customize your ad and do so in a way that targets the appropriate audience for you.


• #5: Your budget: we discuss how much you should pay for your campaign and how to set up your budget in a way that makes sense for your business.


• #6: Track your ad so you know your campaign is converting for you.


• #7: The funnel system, or how you follow up with your leads. This is where your email marketing autoresponder series becomes so important: following up with your leads is how you cement your expertise and how you generate your sales.

On The Two Types of Leads and How to Follow Up Once They Are In Your Funnel… 

• There are two types of leads you can generate with your Facebook campaign: the “want more info” lead and the “buy right now” lead.


• The “want more info” lead is someone who wants to know more about you, your product and/or service and how you will help them. This is where you have the opportunity to give them tremendous value before they even buy from you. Not everyone will buy right away so follow up with emails about why you are the expert and how your product helps them.


• The “ready to buy now” lead is someone who is ready to purchase now and all they need is a little nudge from you to buy your product. This nudge generally comes in the form of a savings discount of some sort (10% off, free delivery, etc).


• There are ways to make both types of leads repeat customers and how you follow up with each of them will differ based on what type of lead they are.

On Choosing a Platform For Your Lead Magnet… 

• If you’re selling a video course, must your lead magnet be in the form of a video?  Amy and I each give our opinions and our thoughts.


• The most important factor in your giveaway is that your lead have access to it right away and be able to consume it immediately. If someone has to go through ten videos to get to your offer, they may not ever finish the videos and subsequently, never buy from you.


• Your primary focus in all of this is to be adding value to your audience. Focus on that, test out different platforms and you will have the makings of a successful Facebook campaign.

On The Most Common Questions Amy Receives in ProfitLab…

• One of the top questions Amy receives is on how and why to use your business page versus your personal profile. She gives us the top three ways to properly use your business page and ben