Do you have a Facebook marketing plan?

Are you wondering how to grow your business with Facebook?

To learn about the important elements of a Facebook marketing plan, I interview Amy Porterfield for this episode of the Social Media Marketing podcast.

More About This Show

Social Media Marketing Podcast w/ Michael Stelzner

The Social Media Marketing podcast is a show from Social Media Examiner.

It’s designed to help busy marketers and business owners discover what works with social media marketing.

The show format is on-demand talk radio (also known as podcasting).

In this episode, I interview Amy Porterfield, co-author of Facebook Marketing All-in-One for Dummies and host of the Online Marketing Made Easy podcast. She was also the very first Facebook community manager we ever had for Social Media Examiner.

Amy shares what your Facebook marketing plan needs to succeed.

You’ll learn why you should create a Facebook business page and the best engagement techniques to grow your audience.

Share your feedback, read the show notes and get the links mentioned in this episode below!

Listen Now

You can also subscribe via iTunes, RSS, Stitcher or Blackberry.

Here are some of the things you’ll discover in this show:

Facebook Marketing Plan

The benefits of a Facebook business page 

Amy states that although a lot of people get good engagement on their personal Facebook profile, she strongly recommends that you set up a Facebook business page. It’s only on rare occasions that she advises to stick with your personal profile.

If you have a physical or online product, program or service, a Facebook business page can be extremely beneficial. This type of page gives you permission to talk about your business on a regular basis.

A Facebook page is extremely beneficial to your business.

Once you have the foundation in place and become that go-to authority in your niche, you can talk about your business freely. It’s the main reason why you need to have a business page, as well as a personal profile.

You’ll hear about another benefit when it comes to Facebook ads.

Listen to the show to discover the reason why Amy has taken all communication over to her business page but still keeps her personal profile.  

Start with a Facebook marketing plan

Amy teaches how to put a Facebook marketing plan together in three phases.

  1. Attraction
  2. Promotion
  3. Sales

Listen to the show to learn more about these three phases.

1. Attraction

First of all, you need to build a Facebook community. It’s important to grow a solid fan base so you can generate some great engagement with people. You become the go-to source in your community.

In the attraction phase, you need to find different ways to grow your fan base. You need to know your audience.

You’ll hear why Amy advises creating a persona of your typical Facebook fan.

One of the easiest ways to get the word out about your page is to have a Facebook Like button on your website. Once someone clicks the Like button to become a fan, they will remain on your website.

amy porterfield facebook like box

If you are already logged into Facebook when you visit a website, you might see other people's profile pictures whom you're connected to.

You’ll get quality fans with the Like button, because these people are already visiting your site. You want them to become Facebook fans, so you can stay top of mind when they’re on Facebook.

Listen to the show to hear what happened when Amy advised Michael Hyatt to install the Like button on his website.

How to use your website or blog to grow a following

Amy explains that it doesn’t matter if you have a massive email subscriber list, these are people who have taken the time to give you their name and email address. You’ll learn about techniques you can use to encourage people to become fans.

If you want to attract new people, then Graph Search is very valuable. Amy says it’s a hidden treasure that not many people use. You’ll hear some great examples of search terms that will help you gain valuable information about your audience.

interests liked by people who like amy porterfield

When you use the search term "Interests liked by people who like ........." you will be amazed by the results.

When it comes to promotion, you need to turn your fans into leads. You definitely want to check out this previous podcast with Amy that goes into detail about list-building with social media.

Amy’s philosophy is that your subscriber list can be the energy of your business. You need to start to look at Facebook as a place to attract quality leads to grow your email list.

You’ll discover why Amy believes it’s crucial for anyone who is marketing on Facebook to have some kind of giveaway.

Listen to the show to learn the difference among the costs per click for Facebook ads, depending on the destination URL.

Engage with your community

Amy explains how important it is to post great content consistently. The people who have the most impact on Facebook are the ones who post every single day with different types of content.

As a marketer, you need to have a posting plan for your Facebook page for it to work for your community.

When your Facebook page is a community hub, you become that trusted source. You should never come straight out of the gate and talk about your business, products and services.

A great way to network online is to show love to others in your industry. This helps draw them to you.

what matters status update

Show love to others in your industry by sharing their content with your audience.

If your fans begin to know that you are always there and are able to answer their questions, then you become a resource that they trust. It’s how you begin to grow a community.

Listen to the show to find out the conversations you need to have with your employees so you remain consistent with your posts.

2. Promotion

Amy states that first you need to think about strategic posts and make sure your status updates are short and to-the-point. A study by Buddy Media showed that a post with 80 characters or fewer gets up to 27% more engagement.

If your goal is to get someone to click a link on your status update, you need a clear call to action.

call to action amy porterfield

Make sure you include a call to action in your status update.

The next decision to make is whether you should include an image. A lot of people who teach Facebook marketing believe it’s better to post without images, and studies show that you don’t need an image to get greater reach.

Amy’s philosophy on images is that you might get a bigger reach when you don’t use an image, but are you getting greater engagement? The answer is usually no.

You’ll hear an example of how to use images to punctuate your status update, which in turn will get people to pay attention and click.

Listen to the show to discover what happens at Social Media Examiner when we do a short post with just a URL on Facebook versus when we let them populate through the image.

Contests on Facebook

Facebook recently relaxed the rules on contests, so you don’t have to use a third-party app anymore. Now you can ask people to like your page for a chance to win something and then pick a winner at random.

Amy believes that contests are really valuable and if you put the time, energy and money into creating a well-designed contest, then you want to make sure you turn these fans into leads.

You’ll discover why the new guidelines work well for local businesses, but if you are or want to be an online business, it will serve your business better if you collect names and emails from a contest.

Listen to the show to hear how a contest can help you grow a following on your Facebook page.

3. Sales 

The third component of your Facebook marketing plan is to sell. This goes hand in hand with engagement. You need to engage with your audience if you want them to take action and do business with you.

The most powerful way to get audience feedback is to ask questions. It’s a great way to find out what your audience needs when you’re creating a program, product or service that you want to sell.

ask questions on status updates

Ask your audience questions.

Although Amy is not a huge fan of selling directly on Facebook, you’ll discover the secret sauce to successful promotions on Facebook.

Listen to the show to find out why now is the perfect time to plan your marketing calendar.

Discovery of the Week

I recently came across a really cool website called BuzzSumo, which provides social insights for content marketers.

In the search bar you can type in any kind of phrase and it will show you inquiries. It displays the most popular content; in particular, blog content across different social networks based on your search phrase.

buzz sumo

These are a few search results for "social media marketing."

It adds up the shares for Google+, LinkedIn and Twitter and Facebook likes.

You can look at the past 24 hours, week, month or 6 months. You can filter by articles, infographics, videos and other kinds of content.

This can help you find content that you might want to share in your network—content you know your audience will be interested in.

I haven’t tested it extensively, so I don’t know if it covers things outside of social media and content marketing. Be sure to check it out.

Call in and leave your social media–related questions for us and we may include them in a future show.

Listen to the show to learn more and let us know how this works for you.

Other Show Mentions

Social Media Marketing World 2014 is our physical mega-conference, which is set to return to San Diego, California on March 26, 27 and 28.

smmworld 14

Social Media Marketing World 2014.

We have put together more than 60 sessions that include social media marketing, blogging, podcasting and video marketing.

We’ve invited the top experts in the world. So when you attend this conference, you’ll get a chance to meet them, rub shoulders with them and more importantly get the chance to absorb the knowledge that they have built up over many years, and in some cases, decades.

This is a sample of the sessions on blogging.

  • 7 Keys to Writing Blog Posts That Get Read and Shared – Michael Hyatt
  • How to Grow Trusted Brand Advocates and Sales With Blogging – Marcus Sheridan
  • How to Build a Multi-Author Blog for More Visibility and Sales – Brian Clark and Me!

I strongly recommend that you check it out and watch the testimonials from this year’s conference.

Key takeaways mentioned in this episode:

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What do you think? What are your thoughts on creating a Facebook marketing plan? Please leave your comments below.

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  • Tremendous Show and tips !!

  • Great Social media marketing podcast episode Michael. I have listened the show and found many important points and tactics about how to plan facebook marketing strategy for an online and local business to meet with potential customers. Big thanks to Amy porterfield for sharing your valuable thoughts here with us.

  • AmandahBlackwell

    A Facebook marketing plan and social media marketing plan, in general, are necessary. If you don’t have a plan/map, how will you know where to start? How will you know what to do? Building your Facebook community can be tricky if you don’t want to share content. There’s nothing wrong with sharing images and videos, but you’d benefit from sharing blog posts, articles, and links to your newsletter archives.

  • Thanks for the shout out Michael! I’m a co-founder of BuzzSumo. Would love to get your thoughts and feature ideas! Can you drop us an email at team [at] ?

  • Steto Cina

    Very good lesson about facebook marketing .. All praise Miceal.

    I use the system for the Facebook page ManageFB, have you looked at it or tried it .. What do you think about this?
    Thank you in advance for your reply

  • Raubi Marie Perilli

    I haven’t listened to this show yet. But these are my two favorite podcast hosts so I’m really excited to see that they did a show together.

  • Hi Michael! As you mentioned, implementing Facebook ads into your Facebook marketing plan can be a powerful avenue. I’ve found, though, that as useful as a Facebook Ad is, it needs to be well-integrated with a landing page. A solid combination of ad and landing page is how we’ve found conversions, and prioritizing one over the other is difficult. What are your thoughts on it?

  • So I listen to this on my walks and review at one point when during the day. I have so many windows open. You & Amy are amazing and super insightful. BuzzSumo sounds awesome. Just started using Nicklinks but this looks great also. You guys are awesome! Mike

  • Wow, Amy, these are great techniques! I love your Facebook Marketing Plan and how
    you explain the details of each category. And Mike, the app that you
    mention is such a good find! Thank you both for an amazing episode!

  • Nicolas

    Thanks a lot for this very interesting article. Great Tips. was extremely efficient at their early stage getting new fans very quickly rewarding them with discounts for sharing their Facebook page. I was wondering if you knew any tool that supports this type of strategy?

  • Thanks John, glad you find the app useful

  • Thanks Mike, glad you found value from this

  • Hi Adella – Since I don’t do Facebook ads I defer to Amy on this one

  • Thanks Raubi, I am sure you will love it 🙂

  • Glad to help you get some exposure jw

  • Thanks sir!

  • Hi Nicolas – I am not aware of a tool that does this

  • Linda C Hughes

    Great tips, thank-you! Jotted down notes today from this podcast so I can put them in action as soon as I can, flying solo here.

  • Great! I agree with Amy to post great content consistently. I used the Buzzsumo apps and it feels great that I find my article to the list. Thanks a lot Michael for the information.:)

  • Kala

    Although I didn’t listen to the podcast, this article was very informative. Love the website layout! If I ever decide to start a business, which I’m considering, just not entirely sure what kind of business I want to start then I will definitely look to this page for advice. This article especially provides insight on how to utilize Facebook, which is a great place to start advertising for a business.

  • OmnesLegal

    Used Buzz Sumo and found some surprising results. Ended up inspiring a blog post as well. Thanks for the great show and the tips!

  • Glad you found the podcast valuable Linda

  • Thanks for your comment Julie

  • Thanks Kala

  • Cool!

  • Lisa Moeller

    Well done! Thank you!

  • Alice

    Really useful thanks. Do you think Facebook is more useful than Twitter and how do you decide what to share on which social media site?

  • Love hearing Amy’s insight, Mike. Thanks for having her on the show! The advice for Facebook Graph search is invaluable. I’m hoping to utilize and gain a different insight to our community!

  • FB Graph Search is an excellent tool. Always good articles. Thanks Amy and Michael!

  • I fall in the camp of someone who’s had a page for a long time but have never put anything into marketing it. This has changed my mind, and it’s now on my list! Thanks Amy and Mike for a compelling episode and all the tips and resources!

  • Glad you found it useful Greg!

  • It is really an interesting episode. I didn’t pay attention to the search graph of Facebook. Now I know how to find more fans. Thanks to you both!

  • So happy to be a part of this episode! Thanks for listening, @navneetsau:disqus!

  • Hi, @AmandahBlackwell:disqus – I would focus on the 3 keys we talked about in the episode – Attraction, Promotion and Selling. Start with your ideal audience. Who are they(demographics/psychographics) and what challenges do they face that you can help support and solve? Get really clear on your audience. And then work on your promotional phase. In that phase, I would focus on creating a free giveaway that you can promote to build up your email list. For some really great promotional social media strategies, I would pick up Mike’s book, Launch. It’s FANTASTIC. And in the selling phase, you want to determine what you will sell and how you will sell it. In the episode I talk about the importance of email marketing for selling – a great resources to help you sell with strategy and integrity is

  • Hi Steto. I have not used ManageFB – so I don’t have any insight to offer. But I am a big fan of tools to streamline your Page management, so I think experimenting with tools like that are a great idea!

  • @raubimarieperilli:disqus! So sweet of you! I hope you love it!

  • @adellachoi:disqus – YES! I totally agree. If your opt-in page is not strong, it’s really tough to get traction with your ad. I use for all of my opt-in pages. Since I’ve moved to this tool, my conversions are outstanding. I highly recommend it to anyone needing support when creating their opt-in pages.

  • John! I love everything you do, friend. Thanks for the shout out!

  • Hi, @8319dbdfb2252cf301e340e9f4eff0ba:disqus – have you looked into They have tools to create discounts and attract likes – worth looking into their platform options.

  • Aranka

    Why does it take so long before the real podcast begins? Lots of information that I didn’t ask for and am not interested in….

  • dawidowi

    Hi Amy, question about your claims on graph search usage. When i try this (as I’ve done in the past), it appears to sort it by friends interests and not the fans of the page. I see you do not have this line on your screenshot so I’m left wondering if you created a separate account for this that has no friends.

  • Hi Aranka – That’s how we do. You can always fast forward

  • AmandahBlackwell

    Thanks for the book tip. My list is full right now, but I’ll add Mike’s book. I’m already subscribed to Social Triggers. .

  • Amy and Michael,

    Thanks for invaluable isights!! Im just getting started with blogging, and have a question regarding what Facebook (FB) plugin to use for WP. I see that the official FB social plugin has quite a few poor reviews while another called Facebook Social Plugin Widgets gets good reviews and also has a good amount of downloads.

    What is your experience with these, and what plugins do you recommend for FB?



  • Great lesson about Facebook Marketing. You need to engage with others on a consistent basis, have a business page that gives good information, then take out some ads. I’ve done it and it works fine. Thanks for the tips -Donna

  • So happy to hear we changed your way of thinking, @gelwell:disqus ! Makes me a happy girl!

  • @khmerbird:disqus – you will LOVE graph search – I know I do 😉

  • Hi, @dawidowi:disqus – I am not sure I understand what you are seeing… When you use Graph Search, are you “using Facebook as your Profile?” That’s an important distinction because graph search does not work properly if you are posting as your Page. Does that make sense?

  • Hi, @christianbrodin:disqus – I would use the one with the good reviews for sure! That’s how I decide which plugin to use and it’s always been a good experience 😉

  • dawidowi

    No, I am using it as my personal profile and it is not working as you describe. It is only showing me my friends’ interests not the collective community.

  • Thanks for taking the time to listen, @sarahmordis:disqus!

  • Elizabeth Norris

    Very useful podcast, thanks. I listen to both Micheal and Amy’s podcasts. You’re both great. I realise after listening to this show that ‘Graph Search’ has not been rolled out in the UK yet. I wait excitedly.

  • Micheal Bian

    an awesome post.

  • Ellen Pyne Toay

    This was a fantastic podcast. I am recommending it to all my clients and any one else I know who is interested in learning more about Facebook. Full of really great tips!

  • Michael Bian

    Great point and insights.

  • Michael Bian

    A must read article! That is a very good tips.

  • Mishka

    How do i start getting people to like, follow my business page once i create one ?

  • I’m always troubled by one thing. How does one start from 0 followers. I have a blog without any Facebook page now. I’ll get 60-70 out of my whole friend’s list then it grows to 200-300 and then it stops growing. What do I do?

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  • Lucas

    Hi I cant describe how much this podcast gave me! thanks a lot! my name is Lucas, and im starting to work as a comunnity manager in Argentina, i was wondering if you could make a podcast on how to handle the relationship between a hired comunnity manager and his employer. maybe some experienced comunnity managers can talk about does and donts when talking to the owner of the service/brand, etc. Thanks a lot!!!

  • Thanks Lucas

  • Michelle Harris

    Hi Michael- I have a question – I’m a little confused by the whole concept of when you mentioned letting Facebook populate in the image compared to not letting Facebook populate the image? Would You be able to help clear this up for me please ? Otherwise thank you so much and Amy too- Fantastice amount of help I got from this !

  • Hi Michelle – When you paste in a link, Facebook auto pulls in an image and text. You can decide to not have that happen and simply display a post with a URL and experiment to see what gives you greater response