Episode 14: Why Audience Trumps Platform featuring Amy Porterfield
Welcome to the fourteenth episode of the Marketing Nation Podcast, presented by Marketo and hosted by Marketo’s Digital Marketing Evangelist, DJ Waldow.
Amy Porterfield, social media strategist and author, joins the Marketing Nation this week to talk about Facebook advertising, embracing change, and the power of changing audiences.
Amy is known for her work with Facebook (she’s the co-author of Facebook Marketing All-In-One for Dummies), but she has certainly branched out from Facebook and loves to help brands and entrepreneurs build their brands with social media. For example, her new podcast, Online Marketing Made Easy, offers actionable tips for business owners and marketers to use social media to expand their reach.
It’s easy to get very comfortable in one place online, especially with Facebook, but now that there are so many other places where people can hang out, it’s presumable that your audience may be in other places. Amy urges businesses to step outside their comfort zones and try new platforms like Instagram, Twitter, and Pinterest to communicate with potential fans and customers because their audiences are changing all the time.
Gary Vaynerchuk talks a lot about this phenomenon in his new book, Jab, Jab Jab, Right Hook, which both Amy and DJ are both fans of. Even though your audience may not change their profiles or preferences online, they mature and develop over time. Your brand must be prepared to grow and change with them.
Amy gets a lot of questions about social media advertising, particularly on Facebook. In her opinion, the advertising options that Facebook has offered to brands are an opportunity, not an obstacle. Advertising can change your audience’s view of your brand, open you up to a new segment of people, and gain exposure. Despite the disgruntled Page owners who don’t want to pay for ads, they can be very valuable in growing sales and is worth exploring.
Amy herself is a great example of trying new things – she will be using Twitter more this year because she has been neglecting it. Pushing herself to spend more time on different platforms causes her to look at them differently and see how they work for her business. She also has been experimenting with Instagram and believes it gives her a more personal connection with her fans.
"The more human we can be," she says, "the better our business will be." - @AmyPorterfield
Amy gives a shout out to a new webinar on Facebook. Sign up now!
She has also been loving her new podcast, Online Marketing Made Easy, because it gives her a platform to talk about everything related to digital marketing, not just Facebook.
And finally, in a rapid fire and educational word association, Amy does a great job despite her nerves!
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Based in Carlsbad, Calif., Amy Porterfield is the co-author of Facebook Marketing All-in-One for Dummies(For Dummies, 2011) as well as a speaker and trainer, teaching small businesses and entrepreneurs how to drive more traffic, leads and sales with Facebook marketing.