The Amy Porterfield Show

The deep dive into all things Facebook Ads continues with part two of my mini training with Rick Mulready.In part one we discussed the importance of mapping out a strategy before you jump into scheduling your ads, as well as knowing how to target your ideal customer and build custom audiences using the Audience Insights tool. (Missed Part 1? It was SO GOOD and you can listen here.)We’re going a little deeper in today’s second part by telling you how to set up your ads using the Power Editor and how to assess your performance by focusing on a few key metrics.PART TWO Getting to know the Power Editor. A Facebook ad consists of three elements— campaign, ad set and ad. The campaign is where you set the objective of the ad, such as page post engagement or website clicks. The ad set is where you select the targeting, budget and schedule for the ad. And the ad is where you have the image and text for your ad.How to Create a Campaign:Using metrics to evaluate ad performance. First, don’t look at anything related to how your ads are doing for 72 hours. Then, take a look at these numbers by going to the ads manager, clicking the performance dropdown menu and selecting customized columns to choose the stats you want to review.These are the metrics to pay attention to:Cost per lead (or conversion): In general, shoot for $9 and under on a lead. Sound high? You’ve got to be real about what’s happening with Facebook. It’s super competitive and that means it’s getting more expensive—yet it’s still the most cost-effective ad platform.Landing page conversion rate: Your goal is at least 20% conversion. If you’re not there, look at the consistency between your ad and the landing page. Are you using the same text, color scheme and other graphical elements? Is the messaging consistent?Click-through rate: If it’s less than 1%, that’s a sign that your ad is not resonating with your audience.Relevance score: The closer you are to 10, the better. If it’s low, that means your ad isn’t relevant. The problem could be with your ad or with the audience you’re targeting.Frequency score: If you’re at a 4 or higher, that means people are seeing your ad too many times and won’t look at it anymore. Try changing up the type of ad you’re showing.If you’re happy with the metrics, start to scale. If not, use the data to figure out your next step. For example, if you’ve got a 2% click-through rate and a decent relevance score, but your cost per lead is high, that might mean something about your landing page isn’t consistent with your ad. Use the data to troubleshoot your campaign.Remember: Become a student of Facebook ads! Research the strategy that works for you, and don’t be afraid to dive in and take some risks for your list-building efforts. Now is the time.

Whether you’re just starting out or you’ve dabbled with running a Facebook ads campaign, I want you locked into this jam-packed two-part episode of the Online Marketing Made Easy podcast.My good friend Rick Mulready, who knows Facebook ads better than anyone I know, helps me cover everything you need to know to get your Facebook ads off the ground.PART ONEHave a strategy. One of the biggest reasons entrepreneurs lose faith is because they put a bunch of money into ads without a plan, and then get disappointed when there are no returns.Rick has a lot of great advice here, including why working backward from your end goal is the ultimate way to set yourself up for success.We also explore questions like: How do I convert Facebook fans into email subscribers? What’s the key to attracting paying customers? Can I build my list using Facebook ads, even if I don’t have anything to sell? Target, target, target. You’ve got to get specific on your audience. This is one of the biggest advantages of using Facebook ads, and I want you to spend some time here. For example, if you’re a personal trainer, go beyond simply targeting people who exercise and target audiences that fit specifically within your areas of expertise or certain specific interests.You can do so much more to refine your audience by looking at where they shop, what brands they like, how they exercise and more.One of my favorite tools within Facebook Ads is Audience Insights because it allows you to educate yourself on the characteristics of your audience, based on people who already like your page. By doing this, you can better cater to the needs of existing customers and scale your business by targeting new potential customers with similar characteristics. (Check out my video below on how I use it in my business!)Also, don’t miss Rick’s breakdown on how Facebook wants you to target. One thing we all know for sure is the more you do things Facebook’s way, the more the social media giant will like and reward you.In part two, we get into the ins and outs of the Power Editor and what metrics you should be paying attention to. Don’t forget to check out the links below to other podcasts Rick and I have done on Facebook ads.Let’s get back to basics. 

I love HGTV. It’s easy to get hooked watching JoJo and Chip Gaines on “Fixer Upper” transform an old ranch home into something SPECTACULAR (with shiplap of course!), and I’m always picking up little tips that I can DIY along the way.Because sometimes DIY is best.A professional web designer or developer isn't always the answer.And neither is a seasoned copywriter or Facebook ad consultant.Here’s the truth: You’re an entrepreneur.Which means, by nature, you’re a DIYer.In fact, you probably started your business because you knew you could do something better yourself. You’re likely great at wearing many hats—owner, marketer, writer, developer, etc. AND, you may have to do things yourself for awhile because you don’t have a big team or a big budget (yet!).I’m here to say, “You’re on the right track!”I think there are some things you just have to DIY, especially when you’re a rookie entrepreneur. In the long run, your business and your tribe will be better off for it.BUT, there aren’t enough hours in the day, week or month for you to do every single thing yourself. So these are the five things I believe are crucial for you to take on in the beginning: Website (Listen in at 4:40) Copywriting (Listen in at 11:05) Marketing (Listen in at 16:25) Facebook Ad Campaigns (Listen in at 21:16) Money (Listen in at 26:55) None of these might seem like small potatoes—and they’re not—but I’ve got some resources below to help ease the learning curve.Also, hang out with me until the end and I will answer the question that crosses every entrepreneur’s mind on this topic: How long do I need to keep doing these things myself?Let’s roll up our sleeves and get to work.

It’s so incredibly easy to get caught up in busywork or to let your phone or email start controlling your schedule. Before you know it, a whole day (or several) has gone by and you don’t have anything real to show for it.Let that happen too much and you lose serious momentum—not to mention not getting tasks done that will actually grow your business. I don’t want that happening to you. So I’m sharing the five strategies I use to stay or get back in the zone whenever I start drifting off.Here’s a brief summary:#1: Set your priorities daily. Sometimes it seems like every action item is crucial, but that’s not true. Responding to emails and recording new videos for your course do not rank the same. I’ll share some advice from my good friend Michael Hyatt, who puts a limit on the number of big tasks he works on every day.#2: Be clear about WHAT and WHY. You’ll hear me talk about how a lack of clarity kept me from getting one project done. #3: Power up. I’ll talk about how I get my creative batteries to reach a “full charge.”#4: Schedule your day for success. Devoting an hour here and there to a big project means you may not be finishing it anytime soon. I’ll share the strategy I use to make sure I have focused time.#5: Say it out loud. Making a bold, public statement, like I did about reworking List Builders Lab, forces you to deliver. I’ll go over the best way to make this kind of public commitment.And then, of course, I’ve got a bonus strategy that I share at the very end of the show. It’s a way to pick yourself up when things get a little tough.  It’s time to shove those distractions to the side and get focused.

Isn’t running a business like giving one pitch after another? Think about it. You’re an entrepreneur. That means you’re constantly pitching potential and existing customers, students and fans.So as intimidating as pitching an editor at Forbes or the Huffington Post may sound, you’re already doing it to some extent in other parts of your business.Landing more media opportunities will do a lot of great things for your business, like help you grow your email list, establish more street cred, and create more demand for your products and services. That’s why it’s more than worth your time to figure out how to pitch yourself successfully to media organizations and outlets.The question is: what’s the difference between a knockout pitch and the thousand other pitches that find their way into the trash?I’ll tell you exactly how. And to help me, I’ve got my friend Jennifer Berson joining me on this podcast episode. Jennifer was a lawyer working at a prestigious firm before she decided to follow her inner creative voice and start Jeneration PR, an ultra successful public relations and social media marketing firm.Jennifer shares all the amazing tips, tricks and tidbits that will get you closer to landing the podcast, blog or social media show you’ve always dreamed about being featured on.And, don’t forget to download this week’s freebie. It’s a pitch template, based on the formula Jen delivers during the show. All you have to do is fill in the blanks and you’re that much closer to landing your next big media hit.Today Jennifer is helping me answer questions like: Why is it so important that you know the RIGHT way to pitch?  Where do you start? How do you position yourself as an expert without a large following or customer base? How should you structure your pitch? What are the biggest pitch mistakes? Let’s start pitching.

Video is where it’s at, folks. That’s why this latest episode is coming from my brand new studio—which, by the way, has taken me FAR outside of my comfort zone. But I wanted to take my video content to a higher level this year and that’s exactly what I’m doing, with help from my good friend Luria Petrucci of Live Streaming Pros.After Luria (and her partner David Foster) set up my studio, I wanted to hear all about her approach to video, including her recommendations on everything from equipment to tips for preparation and overall content flow.First, Luria and I break down the four different levels of live streaming, talking about what they entail, along with the pros and cons. (These levels are so insightful, I can’t wait for you to hear about them and decide which level you are operating at currently.)By the way—don’t forget to download my video gear guide freebie. You’ll find out what I’ve got going on in my new studio, as well as different alternatives if you are just getting started.You will also learn some tips for being your most natural self on camera along with Luria’s formula for rocking out a mobile live stream.Luria and I cap it all off with the 3-part strategy for how to create video content that really engages with your audience.Go listen to this episode about all things video now.

The one thing nearly every entrepreneur I know, including myself, NEVER does is STOP. You’re in the fast lane practically all of the time because there’s so much to do!The problem is that because you’re going a million miles an hour, you often sacrifice important parts of the creative process of any endeavor or business: creating the space needed to slow down and imagine what could be for your business.So this week, I’m going to put aside all the talk about Facebook ads and webinar funnels to pause for a moment and answer a question that’s equally as important.How are you feeling about your business right now?Now, I know. You’re saying, “Jeez, Amy. I don’t have time to think about that. I’m too busy actually running my business.”I totally understand. I don’t check in with myself and answer that question nearly enough either. Today I’m giving myself permission to not only do that on this podcast episode but to also share my answers with you.As I go through and reveal where I am in my business right now, I want you to be thinking about or writing down where you are at the moment too. I’ve given you a freebie—a quick cheat sheet—to help you do just that.First, I’m going to do a gut-check on the four major categories that are (hopefully) driving your business forward.Then, you’re going to do something really fun—IMAGINE WHAT’S POSSIBLE.I’ll tell you about the big jump I’m making right now (and it’s definitely putting me outside of my comfort zone), as well as some of the smaller things I’m doing to keep things fresh.Lastly, I’ve got a SUPER important question I ask myself every single quarter (that I want YOU to start asking every three months).Don’t forget about the freebie; you’ll want it to take stock of how you are doing with six months to go in 2017.Gut check time. See you there.

I had to eat a big slice of humble pie recently when it came to reworking one of my courses. It was ALL worth it, because today I get to share with you the exact steps I used to rework my List Builder’s Lab (LBL) program.I love LBL, however I knew it was time for a change when I realized my students weren’t crossing the finish line like I wanted them to. So I had to swallow my pride and get to work.And I’m sharing the entire process with you today.This episode is all about figuring out when it’s time for a rework, how extensive it should be, and managing the process so you get it done and roll it out as efficiently as possible. By the end of it you’ll be able to answer: When is it time to re-work my course? Do I need to re-work or update my course? And what’s the difference? How do I start the process? (You’ll learn my 5-step process here.) What’s the timeline? How quickly can I get this done? What about my existing students? Do they get the latest version for free? As a preview, my first step is to survey my students. Listening to them is the most critical part of this whole process. To make it easier, I’m giving you the survey I used for reworking List Builder’s Lab.In addition to the questions I asked, I’ve added some extra commentary on why I asked those specific questions.Let’s go check out those 5 steps. 

There are a ton of moving parts in pulling off a successful webinar. The good news is, with so many variables, there’s a lot you can do to turn your webinar into a hit. You’ve just got to get really good at investigating what may have gone wrong.I’ve got you covered on how to do that in this week’s podcast. Even better is the freebie that goes along with it.If you’ve ever wished for a webinar checklist to keep you on track, consider it granted with Your Webinar Problem-Solving Toolkit, a series of checklists, organized by category, to help you zero in on trouble areas.Along with the deep dive I’m about to do on your toughest webinar challenges, I’m also talking about a strategy I’m using right now in my business. This is the first time I’ve shared it. You don’t want to miss this part because it basically shows you how to identify anything and everything that could go wrong in a webinar campaign or any other kind of marketing effort you’re doing.But before I get to that, I’m covering:Challenge #1: My Facebook ads aren’t getting traction! Get ready to hear a lot about targeting and retargeting.Challenge #2: My webinar registration page isn’t converting! You may need to refresh the look and feel with something simpler. Here’s an example of one of my reg pages that I talk about in the episode here.Challenge #3: My webinar isn’t converting! You don’t want to miss this part because this is where I share the thing I’ve never talked about before and it’s been a game-changer for my business.Here’s a bit of advice as you listen.  Do NOT try and implement all of the things I tell you to right away. Just focus on ONE. Whether it’s tweaking an image in a Facebook ad or redesigning your registration page, you’re taking baby steps.Don’t forget to download the freebie, either after you’ve listened or before.OK, let’s go troubleshoot. 

Nothing will grow your business faster than sharing your expertise through blogs, podcast episodes, Facebook Live broadcasts, freebies, and more. All of that is content gold that you give away for free.The key question here is how do you know where to draw the line between free and paid content? AND, is it possible to give away too much for free? I answer those questions and more in this episode of the podcast.By the end of the show, you’ll know: My three core differences between free and paid content The key principles I use for free vs. paid content Examples of how I do this in my business with my courses, using my podcast, and other kinds of content And if you are feeling like your creative pipeline is beginning to dry up, you’re really going to enjoy this week’s freebie. It’s my new and improved “10 Free Content Triggers” guide for developing cheat sheets, blueprints, checklists and more. I’ve reworked this into something that’s pretty hot and trust me, you don’t want to miss it.Ready to learn how to differentiate your free and paid content? Get all of the goods here.