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.
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.
Amy’s web site: http://www.amyporterfield.com/
Amy on Facebook: https://www.facebook.com/AmyPorterfield
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 benefit from doing so.
- Another common question is the about the number of fans you have for your page: should you focus on this or quit worrying? Amy says to stop worrying and start focusing on generating leads and making sales: these should be your two primary goals when marketing on Facebook.
- The third question Amy commonly is asked is which Facebook ad metrics are important and why? Her suggestion is to look at your ad spend then divide that by how many customers you brought in with that money. And she recommends asking yourself what you’re getting out of your entire campaign? Answering that question will help you determine what you should be spending on your ads.
- How to avoid Facebook “like” fraud has become a concern over the last few years and Amy has a simple solution for you: target your Facebook ads is a very strategic way.
- Whether or not to use a lead page outside of Facebook or a customized Facebook app is something Amy is asked quite often. Her suggestion is to experiment and try both. If you opt to use LeadPages, you can do this quite easily. LeadPages has lead pages that exist outside of Facebook and they now have a simple-to-use feature that will allow you to create Facebook customized app.
Amy Porterfield joins me this week on the Inside Social Media podcast to talk Facebook Marketing and you know it, we’re talking big brand strategies for your small business budget. Let’s do this.
Welcome to episode number 51, everyone, I’m Rick Mulready, thanks a lot for taking a few minutes to hang out with me today, I really appreciate it.
Now my goal here in the Inside Social Media podcast, this is where we go behind the scenes with the most successful brands and influencers in the World, and learn how they’re using social media. These are the brands that have the budget, they have the resources and the know-how to get the results that we small businesses want.
My goal is for you to feel like you’re sitting down for a chat, maybe having a cup of coffee with these heads of social media and influencers and getting one-on-one mentorship from them, and then from these conversations, we can learn the essential strategies and principles of social media that work for them and then how we in turn can model and apply those same strategies and principles for our own small business with little to no budget.
On today’s show, I’m really excited to welcome my very good friend, Amy Porterfield, and for those one or two of you who don’t know Amy – everybody seems to know Amy – she’s the co-author of a Facebook for Dummies book. She is affectionately known as the Facebook Marketing Queen, which embarrasses the heck out of her by the way, you’ll hear that as we get into the interview. She’s a Speaker, and she has a really popular podcast called ‘Online Marketing Made Easy’, which is definitely on my short list of shows that I listen to each and 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, specifically what the heck should businesses be doing with it now that Organic Reach has significantly decreased there on Facebook? If you listen to the last episode, number 50, with Ford’s Scott Monty, you heard us talk about how small businesses should really be looking at Facebook now in their overall marketing mix.
With Amy today, we get into tips, tactics and strategies for how you should be using Facebook marketing in your business today.
This episode is part one of a two-part series I decided to do here in the podcast, all about Facebook marketing. For those of you who don’t know, in my own business, in addition to this podcast, the first training course that I’ve created is all about Facebook Advertising. It’s called the FB ADvantage. You likely have heard me talk about it here on the show before.
So you might be thinking “Why are you bringing on another Facebook Marketer if you’re focusing on Facebook marketing as well?” That’s a great question. First, Amy is an amazing person, she’s a very good friend of mine, she is such a good teacher, and it’s my goal here in the podcast to bring you the best content that I possibly can. Whenever Amy’s interviewed, she definitely brings it. Secondly, where Amy tends to teach overall Facebook marketing strategies, and yes she does get into some Facebook advertising, I dive deeply into Facebook Ads, and you’ll hear us talk about this dynamic today during the interview.
In Part 2 of the series, I’m going to dive deeply into Facebook Ads and this is going to be a sole episode with me, and I’m going to share with you how you can be using Facebook Ads today to automate leads and sales for your business without spending a lot of money, because frankly let’s face it, that’s a big concern, I hear that every single day, “How much money do I have to spend in order to be successful with Facebook Ads?”
I’m going to talk all about that in Part 2, in the next episode of this series.
I’m also going to share with you a bit more about my background, which some of you might already know about already, which will really connect the dots for you and explain why I’m drawn so much to Facebook advertising and marketing, and it’s going to help make a lot more sense out of all of this. I’m going to dive deeply into that, in Part 2 of this series. So that’s going to be a fun, special episode. I can’t wait to be doing that for you guys, but that’ll be the next episode.
In today’s show with Amy, you’re going to learn Amy’s seven steps to creating a profitable Facebook marketing plan. We’re going to be talking about creating a sales funnel and how that funnel fits into your Facebook 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 that lead magnet on to your audience.
We also dive into the most common questions that Amy’s getting right now from her Facebook Profit Lab students. You’ll hear more about what Profit Lab is when we talk with Amy. This section of the interview is particularly – I think this is going to be really helpful to you, because you very likely have many of the same questions that her students are having, so really looking forward to bringing you that part of the interview in addition to everything else that we get into here today. We talk a lot about Facebook marketing.
Alright let’s go chat with Amy.
Rick: Amy Porterfield, what is up? Welcome to the Inside Social Media podcast.
Amy: Well hello there, thanks so much for having me.
Rick: Absolutely. We were just talking and we were laughing, I think we were a little concerned that we would just be laughing hysterically as we get into this interview, but I’m really glad to welcome you to the show today.
Amy: Well I’m glad to be here, sometimes I have this bad habit, when I start laughing I cannot stop, I was a little afraid that was going to happen, but I think I have control now.
Rick: I’m going to do something really weird as were going here, I haven’t plugged in my Ethernet to direct connect to this, so I’m going to pause real quick and plug that in.
Rick: This is how we roll here on the Inside Social Media.
Amy: Yes, you get to see behind the scenes.
Rick: We’re going with it. It reminded me because there was a slight delay in the audio.
Amy: How about now?
Rick: Everything is good!
Rick: I think we’re at over 125 download speed…
Amy: I don’t even know what that’s about, what that means.
Rick: It’s really fast!
So we are going to be talking about Facebook marketing today. You are the Facebook Queen. You’ve heard that before.
Amy: I really don’t want you to say that, but I know a few things about Facebook, how about that?
Rick: You do. And you just wrapped up Facebook Profit Lab, meaning you wrapped up the launch of it, and the program has started now and basically you sold it out. You open it up a couple times a year, it’s going to be opening up again in the Fall. For those people who don’t know Amy Porterfield, before we start talking about Profit Lab, you and I come from very similar backgrounds in a sense of corporate backgrounds.
You were at Harley-Davidson, you were with Tony Robins before going on your own and so forth. Are you a biker chick?
Amy: Shut up. Don’t even say that. He knows I’m not, everybody. Because I always said “I work at Harley, but I’m not a biker chick”. I just don’t want people to think of me in leather and gloves and stuff, that is just not me.
Rick: Knowing you, that’s really funny.
Amy: Yeah, not me.
Rick: So you come from a corporate background, what are some things that you – when you were at Tony Robins, before you made the jump over to coming out your own and really building the empire that is your business right now – what are some of things that you learned while you were with Tony Robins that really prepared you for what you are doing now in your business?
Amy: That’s a good question. You know, there was so much that I learned while I was there, it was almost like I was cheating, because I was at Tony Robbins for six and a half years, so probably the first six years I really didn’t think about going out on my own, but then some kind of light bulb went off and I thought “Oh my gosh, I could use so much of this to start my own consulting business”, so I started to pay attention in a different way.
One of the things I learned, was that there is always a way. I have a great mentor in Marie Forleo, she always says “everything is figure out-able” and I learned that first from Tony in the respect that there’s always a way and you’ve just got to be resourceful, so I do believe that some of my successes come from the idea that there’s never a road block, there’s never a no, there’s always a way around it and every day I think I do something to take action to move toward making more money or making a bigger impact. I have that mindset, so of course learning from Tony it’s all about the mindset, but “everything is figure out-able” is hugely a big piece of my success.
Rick: Now you and I talk about mind set a lot, because you and I are very similar in that sense, that mindset is something that we really need to focus on pretty much on a daily basis.
Amy: It’s something I still struggle with sometimes and I am always aware of it.
Rick: What are some of the things that you’re doing to – and we are going to get to the Facebook stuff in just a second, but I think this is really important to understand about but you, Amy, that you have this hugely successful business, you’re coming from Tony Robbins so a lot of people might not know that mind set might be an issue for a lot of very successful people out there and that so many of us struggle with mind set and making sure that we’re on the right track and having the right mind set in order to succeed on a daily basis.
What are some of things that you do help that mindset out?
Amy: I think this is so important to talk about because for me, in my business because I’m running my own online business, I have a really small team, I’m doing this out of my home, it gets a little bit – not lonely, but a little bit scary because you are so alone in doing it that it’s easy to compare yourself to what everybody else is doing, and when you do that you have no idea – and Rick and I talk about this all the time, we meet at Starbucks and we do our work days, and we talk about this stuff – but no one really knows what’s behind the scenes of those businesses that you’re comparing yourself to.
I have a great friend, James Wedmore, who says when you compare yourself to somebody it’s so unfair because they are at a different place in their life, different experiences, they may have kids, they may not, they may have more money than you, less money, you just don’t know. So that comparison game is so very dangerous and I have done it so many times. One thing I do is I have to check myself, “Amy, stay the course, focus on what your goals are, and do not compare yourself, but use other people as inspiration and as models and guides”, but that’s where it stops.
When I check myself and say “stop”, I see my biggest work come from, meaning it was depressing and I get stuck in the place when I’m comparing and I do not do any good for anybody when I’m there.
So for me, in an online world and as an Entrepreneur, that is a huge trap that you’ve got to stay away from.
Rick: That really relates well to the overall concept of this show, where we have the most successful brands on in the world, and the biggest social media influencers and so forth. A lot of small businesses, I think, will listen to a show or listen to a specific episode and they start comparing themselves to Red Bull or to CNN or MTV or whoever it might be and say “gees, they’re at this point, I’m just a small business, I’m not like this”, but yet, you alluded to it, there are bits and pieces you can take out and look at and say “I like what this person or this brand is doing, I can use that for my own business”, but you’re right, it gets really dangerous when you start comparing yourself to others because you don’t know that journey.
Often times you see them in their success right now but you also don’t know all the things that led up to that, where they’re at right now and they very likely struggled with the same things that you might be struggling with right now.
Amy: So true. I wish we could all be a little bit more honest about the struggles, but you don’t see that a lot on Facebook and Twitter and all that, so you have to keep your head down and stay focused on your own stuff.
Rick: Yeah, exactly. So speaking of your own stuff, you just wrapped up your Facebook Profit Lab launch, and you’re now well into that. You basically sold it out, you open it up a couple of times a year and it’s opening up again this fall. Take us through what Facebook Profit Lab is all about, what do people learn in the program and what are people doing right now? I want to get into a bit more about what kind of questions you are getting about Profit Lab. Take us through what people are learning in the Profit Lab.
Amy: I love that we’re doing this now when you can’t even buy into the program, so it’s not like were doing this to promote something. Talking about the Profit Lab really helps you understand how to look at Facebook in a whole different way with marketing. So I appreciate you inviting me on now, because it’s quite a different take on things.
The Profit Lab has really changed over the years, I’ve been doing it for three years now and it’s a six-week interactive course, but before when I offered it, it was a really great course, I got great results for my students, but it’s so much better this time around and that’s why I wanted to talk about it, because I have changed all the content to be built around seven steps. So seven steps to a profitable Facebook marketing plan.
If you have a Facebook marketing plan, versus if you just market on Facebook, two very different things. In the Profit Lab I help you literally walk away with a Facebook marketing plan.
Rick: I’m assuming that you’ve made these changes because Facebook has changed so much over the past few years.
Amy: It has, and this is something that I know you and I have talked about a lot, but Facebook has changed so much, that we’re getting questions from people that truly – it’s hard to say this because I don’t want to sound harsh – but questions that just don’t matter.
People are really concerned that Organic Reach is down on Facebook, meaning you post on your Facebook page, hardly any of your fans are going to see it in their Newsfeed, or Facebook changes their secret algorithm and now things are showing up differently. So much of that we can’t control, so people now are just turning their backs on Facebook. “Facebook doesn’t work”, “Facebook says now you have to pay to play”, “Screw that, I’m not going to participate anymore”, and those people to me, are missing out on this huge opportunity. There’s a different way to use Facebook and that’s where you’re going to see the revenue and that’s why I created the Profit Lab.
Rick: In a sick kind of way, I kind of like it when people say they are going to stay away from Facebook, because that leaves more room for us, because it’s crushing it for us and for most people that we work with.
So take us through the seven steps you’re talking about in Profit Lab?
Amy: It’s a little bit different than you might think in terms of how to use Facebook marketing, so I want to preface this with – I use Facebook marketing every single day, to generate new fans, so a bigger community and more revenue and impact. Facebook is my number one platform for how I market my business. It’s not just that I teach Facebook, it’s literally I use Facebook to actually produce revenue for my own business.
I look at it very differently than “I need to get more engagement” or “I need to get more fans” or “why isn’t Facebook working for me?”
This is how I use Facebook. So, the seven steps.
The first thing I do is I create a free giveaway, which I call the lead magnet. An irresistible giveaway that you know your audience would love. If you sell a physical product, it might be $10 off your first order, or free delivery, or if you’re an Info Marketer like I am, it might be a free webinar, a free video series, an e-book, a training, a cheat sheet, a checklist, I mean it can be so many different things.
Rick: Before we get to step two, I think this is a topic that gets overlooked a lot in the grand scheme of talking about Facebook marketing, and really online marketing as a whole is this lead magnet, because there’s a strategy behind it, and there’s all different types of strategies, but I know that what you and I talk about a lot when it comes to lead magnets is, this stuff works.
Rick: So take someone through, who is maybe thinking “do I have the right type of lead magnet for my funnel, and what I mean by funnel for those who don’t know, is – we’re going to be getting into that here in a second, that’s really what we’re talking about overall with these seven steps – but what are some steps that someone can take to figure out:
- If they already have a lead magnet is it the “right” type of lead magnet to have?
- And if they don’t already have one, how can they figure out what to have as a lead magnet?
Amy: When it comes to a lead magnet, one of the easiest things to do, if you already have some ideas for one or if you’re using one and you have ideas for another, is just to ask your audience. Ask on Facebook, on Twitter, if you have an e-mail list, definitely ask them. Put together a really short survey, I love the tool popsurvey.com, where it allows you put a really quick, short survey together and get some great feedback. So you can ask your audience “out of these three free giveaways, which one do you love the most?” so you can just come out and ask them. But how to get to these three is something that’s really important to understand.
Here’s how I explain to my students, how to choose a lead magnet. The first thing is, you know, what are the questions you get asked all the time based on your niche? Can you turn one of those most asked questions into a free giveaway? One of the questions I get asked the most is “how do I get more Facebook fans?” So one of my lead magnets, I have several, is a free webinar ‘How to Get More Facebook Fans”. So that’s one of the easiest ways to do if you really understand your audience and your niche and what they need.
Another thing to look at is, what is a pain point? What is one of their major pain points and how can you solve it? You want to look at your lead magnet in terms of content first and then worry about the platform, meaning what is it that you need to solve and then once you figure that out, then figure out how you’re going to package it.
The platform is a PDF, a webinar an audio, a video. That decision should come second. First, let’s just figure out what do they need? Another thing you want to think about is, when you create this free giveaway, how can you make sure that whatever you’re creating makes your audience realize that they need you or your business or they need the support that you’re offering? So when I teach “How to Get More Facebook Fans”, I also make sure that they get to know me and my expertise and my knowledge, so that when they’re ready to take Facebook marketing to the next level, they think of me as their solution.
So you have to align it with your brand or your business. You have to make sure they understand how important it is that they have what you have to offer, even in a paid capacity. So there’s a few factors involved there.
Rick: I have a follow up question to that but I think it’s going to make more sense as we go along here in these steps, so let’s go on to step two.
Amy: Step two is you want to create a lead capture page, so now that you have your lead magnet, you need to create a page that actually has an opportunity for them to give you their name and e-mail in exchange for your giveaway. I know Rick, you’re a huge fan of lead pages and so am I, so hopefully you’ll link to lead pages underneath the audio.
We’re obsessed with this tool, but it’s the easiest tool you can use and it does so much more than just collect names and e-mails. This is a necessity because on the Lead Capture page you’re going to talk about your free giveaway and how enticing it is, and then you’re going to give an opportunity quickly to give the name and e-mail in exchange. That’s the second step.
The third step is now you’re actually going to create a Facebook post and turn it into a Facebook ad, and make sure that ad is seen in the Newsfeed and it’s seen by people that really are genuinely interested in what you’re giving away.
Rick: I’m rubbing my hands together right now.
Amy: This is the good stuff, right? This is what Rick really loves.
This is what Rick also teaches in his program in terms of an Unpublished Page Post ad. That’s the type of ad that I teach the Profit Lab. You too, right?
Rick: Yeah, exactly. I have people in my course who are also in Profit Lab and so some people might be listening to this and will be like “Why is Rick having Amy on here?” We teach different aspects Facebook, all the steps that we’re going through here, I touch on in the FB ADvantage, but you’re going to this in depth, into every step in depth, and going through it as an entire process, where as I am touching on it and saying “you need to have this in place and this is why”, but then I dive super deeply, it’s advertising, that’s what I really focus on in the FB ADvantage.
Amy: What I always think is so perfect is you learn how to set up a system in the Profit Lab and when you’re ready to dive deeper in to Facebook ads, that’s where your program, Rick, comes in to place because it’s at such a deeper level than I teach the Profit Lab, I don’t go that deep.
Rick: So step three is Facebook ads.
Amy: Right, so you’re going to learn to create your Facebook ad.
Now step four, 5 and 6 actually have to do with the Facebook ad, so you first set up your ad, like I said I call it the Unpublished Page Post ad, that’s the type of ad I use, and your ad is only promoting your lead magnet. It’s not selling anything, it’s not promoting anything in terms of paid, it’s just to promote your lead magnet and drive traffic to your Lead Capture page.
So in step four I teach people how to target with Custom Audiences and Lookalike Audiences, to me that’s the way to go. We get really deep into targeting because that’s a huge piece of why most people fail at Facebook advertising in general – and then in addition to that, in step five, we talk about how much should you pay to run this campaign? So we talk about budgeting and making sure that all that is in place.
Step six, we talk about how to track it. A lot of people are so concerned about a million metrics, not only just Facebook ads, but Facebook marketing in general and there’s probably two or three things that I watch out for. So in step six we talk about how you know that the lead magnet campaign that you’ve just created is really working for you in terms of the ad converting, but also making sure your audience really is responding well to your giveaway.
And then step seven is something different that you don’t usually learn in Facebook marketing programs, and that is the funnel, the follow up. What happens when someone opts-in to your free giveaway? Because it doesn’t stop there because then you would never make any money. We need to then create a funnel to eventually lead them into a paid program or product or service, so I teach people how to create an e-mail marketing auto responder series that follows once they get the new lead, so that’s how I turn a new lead into a customer. I don’t do that inside of Facebook. I don’t promote directly to a sales page or sell directly on Facebook. I actually promote a free giveaway and through e-mail marketing I lead them down a funnel to actually buy. That’s what we do in the Profit Lab.
Rick: So let’s talk about that, because you’re totally right. I touch on it again, it’s something that I touch on in the FB ADvantage, meaning this is an option that you definitely have to consider when setting up your overall system, but I don’t go into specifics when it comes to that follow up series, and I know you get into that in the Profit Lab. Unfortunately this isn’t something that is discussed – it’s definitely good for you in the program here – but it’s not something that’s normally discussed when we’re talking about Facebook marketing. When it comes to that really critical e-mail follow up series and the sequence leading into the eventual sale, so can you talk more about what that series looks like after they become a lead so you’ve you run the Facebook ads, they’ve become a lead for your business and then as you’re saying here, it leads into that e-mail series. What does that series look like?
Amy: I’m going to share two examples with you in terms of your lead magnet and the type of person that’s going to engage in your lead magnet. The first person comes your website or sees your ad and before they buy, they need information, so that’s my type of audience, Rick’s type of audience, where before they buy our product we give a free webinar or free checklist or whatever to give them information to make sure they understand the importance of, let’s say’ Facebook advertising.
We’re going to actually be their authority through free content and then promote our product.
The other type of audience that you’ll find is that they’re ready to buy now. That’s somebody that’s, let’s say, is redecorating their house and they go to Crate & Barrel and they’re ready to buy, the only thing they need is a little extra push and incentive, so that’s 10% off, free delivery, buy today get 50% off whatever that might be.
So there’s two different types of lead magnets that you want to think about. You likely would know which one is right for you based on what you do in your business. With that, you want to put together a sequence to follow that up, so let’s quickly use the first example, let’s say you have an info product, so the first thing is you give them a lead magnet, for me that would be a webinar. Once they go to my webinar and they check out my content, at the end of that webinar I usually promote something. So they hear about my product at the end, after I delivered, say 45 minutes of really great valuable content, so I earned the right to promote.
But a lot of people won’t buy right then, they’ve never heard of me before, this is their first interaction with me, so now the e-mail sequence that follows actually adds value, so it continues to talk about the value of Facebook, while reminding them of my paid program. “If you liked this, click here”, “check it out”. I usually say “for 24 hours, you have a limited time discount so if you want to purchase my program at the discount, make sure you buy now”, so there’s an incentive and there’s some scarcity, but in the e-mails that follow, let’s say there’s four or five e-mails that follow over the next two weeks, maybe, with that you want to make sure you’re always promoting your product, while making sure they understand why they need it, making it about them, not just about you. That’s the e-mail sequence that would follow an info product type or promotion.
But let’s say that you are selling a product, which I know a lot of people are, especially in the Profit Lab, this is coming up a lot – so if you’re selling a product and let’s say your lead magnet is “Give me your name and e-mail, I’ll give you 50% off your first purchase”, so what would you follow in terms of e-mail after that, because I already got them to buy? Now you want to send them e-mails and maybe make suggestions for their next purchase. How do you get them to be a repeat customer? Making suggestions, giving them ideas, anything related to your niche that they would find valuable to keep them wanting to purchase and come back for more.
So it’s a different type of strategy for both.
Rick: The example that you just used there, if they are getting 50% off some XYZ product, you could follow that up with maybe different ways to use it or other products that might complement that particular product.
Amy: Exactly. So just get really creative with, if they’ve already used that 50% coupon, this is a perfect person to actually get them to buy again when they’re ready – it’s cheaper to keep them in your funnel versus having to go find someone new that’s never purchased.
Rick: So we have our seven steps and we’ve talked about the ever critical e-mail follow up series. The follow up question I had from before – I think this is a good time to ask – we were talking about the lead magnet, and you said the second step in that lead magnet, if you will, is to figure out which platform you’re going to use, whether it’s a PDF or a video or webinar. Do you agree with the notion that the platform you choose for that should really align with what you’re going to be selling to them later on. For example, if you are going to be selling them a video course, your lead magnet should be in the form of video, or if you’re going to sell them an e-book or something like that, should it be in the form of a PDF?
What do you think about that? It’s actually something you and I haven’t really talked a whole lot about, so let me get your thoughts on that.
Amy: No we haven’t. I’m going to guess that you think that maybe it should be, so I want to hear your reason for that. I just got asked this in one of my VIP groups in the Profit Lab, someone asked “if I’m going to sell a video series, should my free giveaway be a video?” I personally don’t think it needs to be, I think mixing things up and doing a PDF cheat sheet in order to move them into your product, I think is kind of a great way to mix things up and keep things interesting.
The reason I say this is because our friend David Siteman Garland, he does this, where he gives a cheat sheet, and when they opt-in for this cheat sheet, the next thing they get is something else free which is a three-part video series. He’s pretty aggressive in his time frame, you get the cheat sheet and I think really soon after, within days you get the three-part video series. Actually, he might wait a week, but the three-part video series comes pretty quick – like boom, boom, boom, video after video after video within a few days – and then he promotes a $1000 program, which to me is like !! He’s having great success with it and I think that’s a pretty high ticket price to do in an auto responder and he’s getting great success, so anything goes here if you’re doing it right.
My point being is that his product is all video, but it starts with a cheat sheet and so I think there’s some ways around it, because here’s something you want to think about and then you tell me what you think about that question, because your giveaway, you want to make sure they consume it. If you’re in the info marketing type business and you give away a ten-part video series, if they never get through that video series, they are never going to buy. So it’s something that they need to access, get right away and dive into. If it means you have to send them a few e-mails to make sure they’re getting into that free giveaway, then do that, because it’s important they consume it, or it’s likely they’re not going to buy.
Rick: I totally agree, and I think there’s some merit in thinking about – should that platform that I’m going to use for the free giveaway align with whatever my initial product is that I’m going to sell?
I think that, what we’re talking about here is, you need to test out what is going to work. You mentioned David’s example there, so he gives away the checklist, the cheat sheet. I think that the over-arching theme to all this is that you have to be adding value to people. As long as you’re are adding value that people want – and you mentioned it really well, you said ‘making about them’ and ‘how what you are doing and what you are offering can help them’ – regardless of whether you’re an Information Marketer, online or you’re the corner florist, how can you help that person who’s getting your e-mail? As long as you’re focusing on that.
Maybe from there, you’re testing out different platforms, again platforming in PDF video or webinar, or whatever it might be, to see which one converts the best for you, then you’re setting yourself up for success from doing that approach.
Amy: I totally agree and you just made me think of something. Let’s say you are the local florist and you want to create a webinar for your giveaway, so what you want to do is sell flowers, but you’re thinking “maybe I’ll do something different and do a live webinar about flower arrangements” or whatever. There are pros and cons there. That is that most people that are going to buy a bouquet from you, don’t really care how it’s arranged. You have to be really careful getting stuck in delivering a platform that most people would not spend the time to engage in if their outcome is just to buy.
I say this because there is someone in my Profit Lab, I think they sell a hair care product, but they’re thinking about creating a video on how to actually apply the product. That’s great, but make sure that it’s in a format that they will really consume, it’s quick and easy, because they are not used to watching a video before they actually buy. I think you have to be really careful with that, worth experimenting with, but also being very aware of their behaviors and what does it take to get them to buy?
Rick: Totally. Now you have mentioned a few times here, you brought up some questions that you are getting in Profit Lab, so would you be up for discussing some of the more common questions that you are getting in Profit Lab?
Rick: I think if these are common questions that are coming up on a regular basis, a lot of listeners of the show can benefit from those questions also, and what those answers are. So let’s maybe take the top three to five questions that you’re getting the most in Profit Lab right now.
Amy: OK, so the first one is really simple. I say “the first” because it just came to mind, but this one does come up a lot, in any Facebook program I teach. It has nothing to do with ads, but it is important. A lot of people get very confused with the difference between their profile and their page and why they would use one over the other. You’ve had this experience, right?
Amy: Not you personally, I mean your students.
So when you create a Facebook account, you’re creating your profile. By Facebook guidelines you should only have one profile, and that is in your own personal name, first and last name. You are only supposed to have one, and that’s where your friends connect with you. The thing is most people are saying “I get way more engagement on my profile than I ever do on my business page so I think the profile works better”. I always say two things:
- It’s probably working better for you because you are spending more time there, so when you gravitate toward your profile and post in there more, of course you’re going to get more engagement there. But the reason that’s not the best business decision is because:
- Facebook pages are indexed by Google.
- You’re not running ads to your profile. You can’t, only ads your Facebook page and connected with your page.
- You want to set up shop on Facebook. You want to look the part, you want to look professional.
- On a Facebook business page, you’ve got your cover photo of course, but then if you want you can use your Facebook custom apps to market your business in different ways, and it’s a place that’s totally OK for you to talk about business as much as you want. You don’t necessarily want to promote all the time and sell, but it is your business storefront on Facebook. Using your profile for that is mixing things up and you’re limiting yourself because you can only have 5000 friends. On Facebook pages you can have unlimited Facebook fans.
There’s just so many different ways to use your Facebook page, that I say spend most of your time there and really build your base there. It might take a little while but persistence actually works really well on Facebook when you continue at it.
Rick: For sure. As you were talking there, I thought about how I met my wife, Amy.
Amy: Yes, I know this story!
Rick: Because you said that your Facebook page is indexed by Google. Actually I have never talked about this on the show.
Amy: You all want to here how Rick’s a stalker?!
Rick: I will give the Reader’s Digest version of how I met my wife, Amy. For those who don’t know, I’m married to Amy Clover from stronginsideout.com and I met Amy by – yes I may have stalker here a bit – at the time she was a personal trainer in a corporate gym in Los Angeles and I was going to the gym. I like to say that I noticed her from afar for a while. She says I stalked her for a while. At this gym they have plaques on the wall of all the trainers and so forth, so being the inquisitive person that I am, I went down and I found out what her name was. I come from a little bit of a fitness background myself, so I was curious to see what her background was. I went home and Google’d her and the first thing that came up was her Facebook profile. It turned out that we had – this is almost 4 years ago – we had recommended friends up in the upper right-hand corner of the page and we actually had a mutual friend. I hadn’t talked this mutual friend in like two years. I Facebook messaged her out of the blue, I didn’t even catch up with her, I was just like “Hey, what’s up? There’s this girl that I think you know based on the Facebook profile here”. I told here who it was, and I asked “What do you know about her because I’ve seen her at the gym and she’s really hot and I want to know more about her!” Long story short is, she made that connection and now we’re married four years later.
Amy: So Facebook is definitely a place for love!
Rick: Exactly! Side tracked there!
Let’s move on to the next question that you’re getting a lot of in Profit Lab.
Amy: OK, so let’s see here, another question I get asked a lot – I have one in mind but we kind of covered it, so let me think of some other questions that are coming up – OK, so a lot of people are very concerned about how many fans they have and how much engagement they’re getting and what that metric means ‘people talking about this’ – that’s a metric on your Facebook page – and they want to know what certain metrics mean inside Facebook. Rick, I want you to take it from here. I always feel bad because I want to be harsh, but it’s not my personality. How do we best explain this? When those questions come up, what is your first thought?
Rick: When people are looking at the ‘people talking about this’?
Amy: Yeah, or metrics. You know, “I only got 500 reach on this” and “I tried to do this and I only got 10 likes”, those kind of questions.
Rick: Quit it! Quit worrying about that stuff.
Amy: And it’s so hard for me to say because I teach Facebook and I know a lot of like that Facebook spend a lot of time talking about all of that. I guess I’m just trying to be a little bit bolder in my message because I know that it works if you do stop focusing on that. A lot of that just doesn’t matter if you’re really focused on building your e-mail list and making money. Stats don’t matter.
Rick: It really comes down to, you have to really step back and think about why you’re on Facebook in the first place. What’s your goal of being on Facebook as a business in the first place? You just hit it. You said “Why are you there in the first place? You’re there for your business and generating leads and sales, you have a goal, you have an objective”. When you’re thinking about from that perspective, worrying about the Reach numbers and the “people talking about this’, that becomes less important.
Is it a big deal that Reach has plummeted over the past 6-8 months? Sure, that’s affected things, but there’s still over 1.2 billion people on Facebook, I think the latest number is close to 800 million of which are on there every single day. It’s an enormous opportunity to reach your exact target customer. Everything that we’re talking about here is – there are ways to do it – we’re going to talk about something here in a second that I know that you get asked a lot about, I get asked a lot about. People start questioning his numbers and so forth and they get bogged down with that rather than thinking about the big picture and why they’re really there in the first place.
Amy: What was the other thing that you were just referring to, because I want to say one more thing?
Rick: Facebook fraud video.
Amy: Oh good, no I wasn’t going to go there yet. That will be our next run.
One of the things that I get asked a lot as well is a bunch of ad metrics. Some of the metrics are important and I know you dive into that in your program more than I do, but some of the metrics are really important. One thing I know for sure is that if I’m running Facebook ads, here’s what I really care about… How much am I paying per lead? Because I really only run ads to build my e-mail list, and then how much am I paying per customer? If I spent $500 this month on ads, how many of those people actually turn into a customer? So if it was 10 people turning into a customer and I spent $500, that would be 50, right Rick? I’m doing my math right? I’m terrible at math and even stupid equations like that I’m embarrassed to say in case I’m wrong. Anyway, it would be $50 per customer. That’s pretty good when you think of the lifetime of the customer. It cost you $50 to get that customer.
So those are the numbers that I look at the most. A lot of the other ones I don’t even pay attention to, and I’ve seen success over and over again for me and my student so I just really want to put that out there because you likely are worrying about things that really don’t matter, but when you get focused on what you’re doing in your business to reach the goals that you want to get to, building your e-mail list and turning those leads into revenue, that’s really where it’s at. Just a little pep talk there.
Rick: I’m so glad you brought that up because that’s another thing that doesn’t get discussed a whole lot when it comes to looking at – really this is a whole overall advertising topic that if you are advertising, not just Facebook, but in general, you need to know, because we both get asked all the time “How much money should I spend on my ads?” There is an easy answer to it but then there’s a general answer you can use for that, but to really get to the heart of that you have to go through the exercise that you just talked about – if I’ve spent X amount of dollars this month and out of that, $500 or whatever, or even $100, let’s just say that I spend $100 over the next two weeks, how many customers did I get out of that?
Within that you’re looking at what your cost per conversion was and then what you actually sold to them to become a customer. If your product was a $100 product and you sold 10 of them, you’ve just made $500 off of that.
So it really comes down to looking at that overall, doing an exercise and breaking the numbers down and trying not to over complicate it. A lot of people hear that and say “I don’t know how to figure all that out” but it’s really just breaking it down – how much did I spend? How much is it costing me to get a new lead? And then how many customers am I getting out of this entire campaign?
That is what will help you answer how much you should spend on your ads.
I know that you and I get the same question all the time. This goes back to the discussion we had before about comparing ourselves to others. These people read all the time that people are getting $1 and $2 leads or whatever it might be. You really can’t compare yourself to other people because there’s different circumstances, different targeting, different industry, different niches, different types of ads, all different factors that really factor into the overall equation. You might be getting a $10 lead, but the customer is worth $100 to you, so that $10 lead is very, very good.
Essentially you need to break it down and do that exercise that you just went through with Amy, look at the numbers and not getting bogged down with – click through rate is one that we get a lot as far as questions, “What’s a good click through rate?” Well, while click through rate it is important, it really comes down to, if your goal is conversions and getting people to opt-in or whatever it might be, then the click through rate is not going to be as important as the conversion rate number. But if your goal is driving traffic to your site, it’s understanding your objective to understand better what types of metrics that you should looking at.
I’m really glad that you brought that up.
Let’s hit the third point here.
Amy: Are we going to talk about the fraud video?
Rick: Sure, you want to talk about that now?
Amy: OK, so this always comes up in any of my paid programs, when I have a VIP group. When I do a VIP group, you get access to a Facebook group with me. One of the very first questions that always pops up is “What do you think about this video, and really should we be running Facebook ads with these kind of horrible results?” and they link to a YouTube video all about Facebook fraud.
Rick: So for those people who don’t know what this Facebook fraud is, we were recording this in mid-May and this started making its rounds earlier this year. Early 2014 became quite viral and everyone was talking about it. I forget the guys name or the company’s name that was behind it, but it was essentially a video talking about how the likes that you get, the fans that you’re getting on Facebook are coming from click farms, these are groups of people from all over the world who just click on ads and like fan pages. This video is questioning the integrity of the quality of fans that people are getting on Facebook when they want to grow their page.
I’m giving the real high-level view of this, but they are basically saying that when people want to grow their fan pages and get more fans and likes and so forth, that the people that they’re actually getting are completely 100% irrelevant to their business. They get into this and they show some examples from a couple years ago. Everybody is up in arms and of course everybody loves to jump on Facebook and bash on it, so this just lit that fire, if you will. You and I both get this question, it gets brought up a lot.
As soon as I opened FB ADvantage, that was one of the first questions I got in the Facebook group. It was “What do you think about this? How should we be reacting to it?”
That’s the background, take it from here.
Amy: Before I even get into that, one thing is that a lot of times, people are looking to make Facebook the bad guy. This just happened in my group the other day where someone was getting some type of results that weren’t adding up in her mind and she said “I wonder if Facebook is just faking these numbers”. You have to really look at it and be really realistic. This is now a publicly traded business and I’m pretty sure that they’re not going to be making up a bunch of metrics inside our ads dashboard to make us think one way or the other. That’s really not realistic. Of course it could happen I guess, but let’s be honest, is likely not happening. So you have to put the trust factor in check a little bit. When people jumped on this bandwagon, they were looking for something to say “Look I told you, Facebook doesn’t work!” The reason why people are getting those horrible likes from the Like Farms, or whatever they call it, is because people are not targeting their ads in a really strategic way. Would you agree with that Rick?
Amy: OK, so it’s 100% about how you target. The coolest thing ever is that I used to teach targeting in a very different way. Just months ago, I would teach targeting in a way to target other Facebook fans on fan pages, so you can target, let’s say socialmediaexaminer’s fans and make sure your ad gets seen by those people, and there’s a great alignment with my type of product and the audience that’s on socialmediaexaminer’s. So that was a really great way to target. Even months ago if I taught that it’s one way to battle this big controversy of getting bad likes, because you’re not targeting smart.
However, Facebook has made that totally different in terms of Custom Audiences and Lookalike Audiences, you agree?
Rick: Yeah, 100%, and I’m going to do a part two podcast episode and dive much deeper into the Facebook ads stuff and Custom Audiences and Lookalike Audiences and so forth. But 100% agree with you that – look, there were some merits, I think, to this fraud video. There were some things in there that I agreed with, but for the most part, you really have to take a step back and ask – if you were clicking that button that says ‘Promote my Page’ or, I forget exactly what it says, it’s a button that Facebook has that says ‘Get More Fans for Your Page’, you click that button and set it up right there. It’s within two clicks, I think it is, and you’re running a Like campaign for your page. It’s super untargeted and when you do that you’re asking for that. You’re asking to get those fans and those likes from people that are completed irrelevant to the audience that you want to attract to your page.
That part I agree with, if you’re going to do that, you are very likely to get irrelevant fans, but it really comes down to if you were targeting correctly and running these campaigns and reaching for example, like you said, pages that are relevant to your business, you are much more likely to succeed with that and it makes this whole propaganda video really quite irrelevant.
Amy: 100%. I’m so glad we brought that up.
Rick: So, any other common questions that you’re getting from the Profit Lab people?
Amy: Let me think… One question that comes up a lot is that if they create a lead magnet, so this free giveaway, should they be directing their ad traffic to a webpage outside of Facebook, a lead capture page, or inside of Facebook on a custom app?
Rick: Good question.
Amy: Yeah, this is a great question. My first answer is, you want to experiment. I would definitely try both. But here’s what’s interesting, as you know, Facebook is changing the layout of Facebook pages. Some of my students already have and I don’t, which is so frustrating.
Rick: I don’t have it either.
Any: You don’t have it, OK. So it doesn’t make me feel so bad, but I’m like “come on Facebook, you’re making it look bad!” The new layout is actually pretty cool, I think there are some perks to it for sure, but the custom apps that you usually see on the old layout, you’ll see those boxes across the top. The first box is always photos and then you can move around the others. I will say unless you’re driving traffic to the custom apps, they pretty much don’t work. People aren’t clicking on them and seeing what’s inside those custom apps on your Facebook page. They are like mini websites you can create. With the new layout, they are not even boxes anymore. You’re hardly even going to see them. So, it’s a great question to ask though because if you’re running ads, then of course you’re running traffic to them.
Now Lead Pages, the tool that Rick and I use, actually have a feature where you can create a lead page and it can live outside of Facebook, but with the click of a button, that lead page could now go inside a Facebook custom app. It literally takes three clicks to make it happen.
Rick: I was just going to say I think it was two.
Amy: It might be less, right?
Rick: It’s two or three clicks, it’s amazing.
Amy: It kind of blows my mind. They actually have a new video out, you maybe want to link this Rick, because it’s so cool. It’s a video that shows people different types of – they just created a few Facebook focused lead pages, so they’re only made to put inside of Facebook.
So they have done some really cool things lately, but I would experiment. Because Lead Pages makes it so easy to have a Facebook custom app, drive traffic to that, and compare it, the same targeting, drive traffic to a webpage outside of Facebook. For me, I pretty much see the same results, so I just have mine live outside of Facebook, but for you it might be totally different.
Some studies show that people are more trusting when you keep them inside of Facebook, so they’re more likely to give you their name and e-mail.
Here’s something that’s really cool, Lead Pages recently set it up so that if you want, people can click a button to get your free giveaway inside a custom app and they don’t have to give you their name and e-mail, because they can choose the option ‘Just use your Facebook login’, so without having to enter their name e-mail, they’ve just opted into your e-mail list.
Amy: They have to say “Yes, I want it”, but it completely takes out a whole step of entering their name and e-mail.
So these are some things to consider. I could definitely go on and on about that tool.
Rick: For the people who are listening, they are like “Alright, we get the point about Lead Pages”. Yes, we are both affiliates for Lead Pages, but it’s because we believe it so much, we use it every single day.
We’re talking about it more in the sense of – we love it, this is what it does for us – and if you’re looking for a very simple landing page, a tool to create great landing pages very quickly, I don’t know and I know that you don’t know HTML in any way. You don’t need to know any of that. You just create stuff very quickly.
Amy: Even if I wasn’t an affiliate, I tell my students this all the time, I still talk about it because here’s the deal – you don’t have to pay a programmer and you don’t have to pay designer to set up your lead capture page – and that’s why, because I know a lot of my students are on a really tight budget, to me it’s the only real solid solution. Because if your capture page doesn’t actually convert well, if it’s not set up in a way to actually get those people to opt-in, you’re wasting your time.
Rick: Yeah, you can have the best ads and targeting the world, but if your landing page sucks, it’s not going to be beneficial
So we’re up on time here, and normally the last question I ask is, if you were just starting out, and in this case of Facebook marketing, what are one of the top three things that you would do? But we talked about that in these seven steps.
So let’s wrap it up with, if you could leave my audience with one thing that they should be, how they should be thinking about Facebook marketing and what’s one thing that they can go and do right now on Facebook marketing that would really make a big difference in their business?
Amy: Start looking at Facebook as a place to:
- Grow communities, so you become that go-to source, that authority. That means really paying attention to the people that are already fans of your page.
- Think about Facebook as a place to grow your e-mail list. Your goal is to move your fans onto your e-mail list to become solid, quality leads.
That’s the only two reasons why I use Facebook. Grow community. Build my e-mail list.
So if you can do something right now, it would be to spend the next 45 minutes, I know that might seem like a lot for some people, but it’s going to be worth every minute of your time, and think about that lead magnet. Start putting down ideas, asking your peers, asking your Facebook fans – what do they think is the best giveaway? Give them some solutions or some ideas. Figure out that lead magnet, that’s the first step to get this entire thing rolling for you.
Rick: Love it, love it. Amy Porterfield, thank you so much for coming on to the show today. I really appreciate it.
Where can people connect with you online if they want to get more information about you, if they want to get more information about the next launch of Facebook Profit Lab for later this year, where can people find you?
Amy: Thank you for asking, you can go to amyporterfield.com and there is some information there and a bunch of free blog posts all about Facebook. Or you can connect with me at Facebook.com/amyporterfield.
Rick: Awesome. Thanks Amy, I really appreciate it.
Amy: Thank you. You have a great day.
Rick: A big ‘thanks’ to Amy for joining me today, and thank you for listening to the Inside Social Media podcast. I really appreciate you.
Over on my site rickmulready.com, I’ve just started a brand new e-mail series all about the four biggest mistakes that businesses are making with Facebook ads and how you can avoid them. This is a free series, so if you would like to sign up, go to rickmulready.com, click the ‘Get Free Access Now’ button, enter your best e-mail there and you will start getting that series right away.
Today’s show notes of my interview with Amy are at rickmulready.com/episode51. You’ll find links for all the resources we talked about today as well as my insider notes. The insider notes are the notes that I took on my chat with Amy, so that you don’t have to sit there and take the notes while you are listening.
So that is rickmulready.com/episode51, all the show notes, including those insider notes.
That wraps up this episode of the Inside Social Media podcast, my friends.
Don’t forget the next episode will be part two of this series, all about Facebook marketing. I will be talking all about Facebook advertising and how can be using Facebook ads to generate automated leads and sales for your business without needing to spend a lot of money.
It’s going to be a lot of fun to be chatting to you all about that.
So until then, keep rocking my friends, and have a great week!