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Are you sometimes overwhelmed with the whole social media and website marketing? Where do you begin and why does it consume so much time?
Start first with a strategy and in this podcast, Jose Victor Castellanos shares the value of starting with a website and then mastering a platform at a time on social media to drive people to the website. Great advice!
Jose Victor Castellanos is a 10-year veteran of digital marketing and the CEO of Recon Media, Inc. Recon Media, Inc. provides digital marketing services to local businesses helping them improve their online presence and increase revenue.
Links:
https://facebook.com/reconmediainc
https://instagram.com/reconmediainc
https://JoseVictorCastellanos.com
https://instagram.com/jvictorcast
Offer From Recon Media: We're offering 25% off our web design service for any business that currently doesn't have a website and is ready to dominate the competition.
Thank you for checking out the Sales Made Easy podcast brought to you by Selling With Dignity.
I'm your host Harry Spaight and bring to you some 25+ years of sales and sales leadership experience in the hyper-competitive arena of office technology sales. I will be chatting with business owners and sales leaders that share their insights about growing their businesses and topics that will be of value. I will sprinkle in a little humor where we can fit it in because life is too short not to have a few laughs along the way.
Look for me on LinkedIn at https://www.linkedin.com/in/harryspaight/ and you can download a few chapters of Selling With Dignity here: https://sellingwithdignity.com/the-book/
marketing renovation program, contractors, website, lead generation process, email nurturing, sales pipeline, consulting, small business owners, online exposure, marketing channels, website building, online presence, Google, search engine optimization, Uber suggest, keyword tools, buyer intent keywords, traffic, conversions, AI bots, content creation, personal brands, informational tips, balance, human prompts, ownership of assets, social media platforms, sales techniques, pain points, selling with dignity, cost of advertising, Facebook, Google Ads, LinkedIn, business-to-business sales, search engine optimization agency, paid advertising, landing pages, online presence, multiple channels, digital marketing, consultant, social media strategy.
You know what? I wanted to get that
Speaker:intro. That was once again. Free time.
Speaker:Alright. I've got the intro. Ladies and
Speaker:gentlemen, what is the good word? Today with me
Speaker:is the world renowned Jose Victor Castellanos,
Speaker:and he is a young man with ton of energy and don't be offended by
Speaker:the word young, Jose, because everyone is younger than
Speaker:me. So in case you don't know, Jose is a 10 year
Speaker:veteran of digital marketing and the CEO of
Speaker:Recon Media Inc. Recon Media provides
Speaker:digital marketing services to local businesses, helping
Speaker:them improve their online presence, and more
Speaker:importantly, increase revenue. So, Jose,
Speaker:welcome to the sales made easy podcast. What's the good
Speaker:word? Thanks for having me, Harry. Super excited to
Speaker:be on here. So just here to, you know,
Speaker:share what I know, and, hopefully, be able to provide some insight to
Speaker:somebody. Alright. Jose, I know you're gonna
Speaker:help me. And if you help me, that means a lot, but I'm sure you're
Speaker:going to help a few of our listeners too. Because marketing
Speaker:is one of those things like, if anyone has started a business,
Speaker:they probably well, unless they have a marketing background,
Speaker:they probably didn't realize how much marketing
Speaker:is required. So why don't we get a
Speaker:little understanding of your background, and then we're gonna dive
Speaker:into what some of our teleges might be and see if you
Speaker:might be able to help us a little bit. So tell us a little bit
Speaker:about you, Jose? Yeah. So I've been doing digital
Speaker:marketing now 10 years I before that, I actually
Speaker:was in retail sales, so a lot of working brick and mortar
Speaker:stores. But 10 years ago, I started my digital
Speaker:marketing venture with search engine optimization,
Speaker:social media, and then just continue to kind of learn
Speaker:as things continue to progress forward. So I was very fortunate
Speaker:to be very early on when it came to digital
Speaker:marketing. because things started to roll out as I
Speaker:was continuing to learn. So as new things came out, I was able to learn
Speaker:those things and implement them. into my business and implement them into my
Speaker:clients. So yeah. So that was 10
Speaker:years ago. I started that, worked with a small agency, worked big
Speaker:agencies. And then my agency, I actually started 8 years
Speaker:ago and with the focus of helping small
Speaker:business owners. Just because they have a big opportunity,
Speaker:a lot of them believe that they can't compete. with
Speaker:big companies, but the playing field is a lot
Speaker:more even now. It doesn't doesn't cost as
Speaker:much to advertise. doesn't cost as much to get online
Speaker:anymore, to have a website. And there's so there's a lot of things that
Speaker:don't cost as much as people may believe it does. to
Speaker:be able to get out there in front of your ideal prospect.
Speaker:Yeah. I mean, this is so good. It's so right up my alley with
Speaker:the way you're passionate about small businesses, and there's tons of
Speaker:opportunity for them. I think very similarly so when
Speaker:you started your own small business. What was the big surprise
Speaker:that hits you early on when you started your business?
Speaker:Well, the biggest surprise is actually trying to get clients. Right?
Speaker:Like, that was that's always the hardest thing. That was definitely the first thing that
Speaker:kinda hit me. was, okay. I'm starting this
Speaker:business. Now how do I get clients? Because nobody
Speaker:knew who I was, no I knew what I did, and no one really knew
Speaker:what my experience was back then. And so it was hard to for
Speaker:people to, you know, trust me to do their marketing for them.
Speaker:And so, you know, just getting out there and, you know, connecting with
Speaker:people just was hired at first to get them to actually be like,
Speaker:yeah. Sure. Let me sign up with you. Right. Let me let me invest
Speaker:1000 of dollars with this news this newcomer here. So
Speaker:-- Yeah. That's that's so true with what you
Speaker:just said. So when you first started, did you
Speaker:think that if you built it based on your reputation and your
Speaker:skill sets that it'd be fairly easy to get clients.
Speaker:Oh, yeah. You know, it's always one of those things like, alright. I'll put out
Speaker:the ad or I'll put out a post or I'll do this, and that's this
Speaker:is it. Like, people are gonna see this, and this is gonna bring me so
Speaker:much business just like most people think with marketing. You oh, I'm
Speaker:gonna do this one more campaign, and that's gonna make my business you know?
Speaker:So I fell into that trap as well very early on
Speaker:because I didn't really have a sales process or natural
Speaker:process. It was more like, let me put this out there. Let me grab some
Speaker:people and just keep going back and forth like that. It wasn't really a
Speaker:a process is more like let me throw a hook out there and see if
Speaker:I catch something. When it was a very, very big ocean with
Speaker:a lot of space out there and everybody missed my hook.
Speaker:Yeah. And it's like, where do you begin? Right? So it
Speaker:sounds like you have experience with what a lot of people have
Speaker:experienced So did you ever have a
Speaker:sales background at all, Jose, or did you just go really
Speaker:from marketing into this and then figured out that you were really in
Speaker:sales too. Yeah. So I actually had a sales
Speaker:background. So my very first job very early on when I was thirteen
Speaker:was actually selling pumpkins. let a pumpkin patch.
Speaker:But before going into marketing,
Speaker:I worked at a t I worked for AT and T. So as part of
Speaker:working at AT And T, I was actually a retail sales manager. So I
Speaker:was actually responsible for training and coaching other representatives on
Speaker:how to sell to the people that came into our store. Right? So it's a
Speaker:little bit different when it comes to selling somebody that comes to you.
Speaker:Right? That walks into your door and says, hey. I need your service or I
Speaker:need your help compared to what I do and what most small
Speaker:business owners have to do is they actually have to go out and get those
Speaker:people to come to them. because most of us don't have brick and mortar stores
Speaker:where people are just walking into. So back then as part
Speaker:of my training with AT and T, I did go through some Harvard business sales
Speaker:training. and learned a lot when it came to, you know,
Speaker:business to consumer sales. Right? And really connecting with the actual
Speaker:consumer. what was a little different for me was more of the
Speaker:transition of b to b sales. Right? Selling to another business
Speaker:owner is different than selling to a consumer because their pain points are
Speaker:different. The situations are different, and, usually, the price points are
Speaker:higher. Yeah. So did you were
Speaker:you able to bring some of that training into your
Speaker:new role as the owner and founder of Recon
Speaker:Media. Yeah. So at first,
Speaker:I I was, like, done with sales because I had been doing sales for so
Speaker:long. I was like, ah, I don't really wanna be a sales y guy, a
Speaker:sales guy, And I kinda, like, tried to
Speaker:hold that stuff back a little bit. And then,
Speaker:like, a year or 2 into it, I'm like, alright. I need to start utilizing
Speaker:some of those things that I learned as far as, you know, asking the right
Speaker:questions, really understanding what their pain points are, why it is that they reached out
Speaker:to me. how my service can actually help them and what kind of
Speaker:results they'll be able to achieve. And, ideally, is it going to,
Speaker:you know, resolve the problem that they have? And so it took
Speaker:me a little while to get back into that sales mode because most
Speaker:people don't want to be that car sales guy. Right? Like, that's always
Speaker:what people say, a car sales guy, where they're pushy pushy, pushy, and trying,
Speaker:like, oh, guys. Let's sign the paper. Do this. So I never wanted to do
Speaker:that. So I I tried to always hold back that sales side. And
Speaker:then as I said, just over years, you just start to
Speaker:alright. You gotta be a sales guy. You have to be a salesperson, but it
Speaker:doesn't mean you have to be that pushy car sales guy.
Speaker:So try to work on creating my own kind of the style to it, I
Speaker:guess. Yeah. It's beautiful. It sounds a lot like what I'm familiar
Speaker:with with selling with dignity. It's just completely
Speaker:natural, non sales y, non pushy,
Speaker:and just continuing to ask for the next step. Right. And when
Speaker:you do that, it's you know, people just say I'm not ready or
Speaker:whatever. You don't hound them. Exactly. Just following
Speaker:yeah. Exactly. Right. Yeah. Good stuff. So so
Speaker:one of the challenges that I've learned in the
Speaker:digital marketing space is that there's marketing
Speaker:for everything. So if I can explain,
Speaker:you could probably just you can imagine what goes through a lot of
Speaker:business owners minds is we wanna be
Speaker:better on social media. we wanna have we wanna have a
Speaker:website that brings people to us. Right? We want to attract
Speaker:people. You know? There's Most of us don't know
Speaker:anything about SEO. We don't really know anything about
Speaker:blogging. We don't really know anything about doing video.
Speaker:We don't really know how to set up a YouTube channel. I mean, there is
Speaker:just one thing after another. Now recently, I said, Oh
Speaker:my god. I never realized starting sales coaching would be becoming a marketing expert in
Speaker:about 20
Speaker:different avenues. So is this what you're seeing everywhere, or is
Speaker:it just me? No. It's it's pretty consistent everywhere.
Speaker:So, really, one of the big things is that most businesses need to look at
Speaker:themselves, not just as, you know, the service that they provide, but they are
Speaker:also a marketing agency. Right? Like, they are their own marketing
Speaker:agency in essence. Right? because they have to market themselves whether
Speaker:they outsource it or whether they do it in house. they are still ideal
Speaker:ultimately responsible for their success when it
Speaker:comes to marketing. And there are so many different
Speaker:avenues that you can go to advertise and market
Speaker:your business, there's one thing that I tried to really instill in
Speaker:business owners is, you know, you have Facebook. You have Instagram. You
Speaker:have LinkedIn. You have YouTube. You have all these platforms where you can create
Speaker:your profiles and some business owners believe that, oh, I don't need to create a
Speaker:website anymore. I can just live off of my Instagram account or off
Speaker:of my Facebook page. But the biggest thing that most of them don't
Speaker:understand is that if Facebook decides to shut down tomorrow, Mark Zuckerberg is like,
Speaker:you know what? I got enough 1,000,000,000 of dollars I'll just shut this down tomorrow.
Speaker:I don't really need anything. Your business is gone. Right? So having
Speaker:an actual proper website that is yours that you
Speaker:own, that you are able to manage and have access to, you will
Speaker:never come off the Internet, and you'll always be able to generate business.
Speaker:So that's really where I think most businesses should always start is making sure that
Speaker:they have a very solid foundation with their own stuff, like things
Speaker:the assets that they own because they're like, oh, I have a Facebook. You
Speaker:don't own those. Those aren't real assets. Right? Those can all disappear. You can't just
Speaker:be like, oh, I want my page and move it somewhere else. Like, you can't
Speaker:a website. Right? Your website, you're not happy with your hosting. I'll just move it
Speaker:to a different hosting account. But everything else,
Speaker:really, there's you don't own it. So I'd really
Speaker:focus on having your ownership of your website, and then
Speaker:everything else is really trying to figure out exactly where
Speaker:your ideal customers are so that then you can start
Speaker:to layer on the other things and not just go out in there
Speaker:and do everything. And that's where a lot of small business owners
Speaker:get trapped and is like, oh, I heard I need to do this. Oh, I
Speaker:heard I need to do this. Oh, I heard I need to be there. I
Speaker:need to do this. and you really don't need to do them all,
Speaker:and especially not all at the same time. Right? So it's it's more about
Speaker:prioritizing First your website, then it's about where are my
Speaker:customers? How can I get in front of them? What platforms are
Speaker:those? And then going through that process and building out
Speaker:systems and processes for marketing through those channels to drive
Speaker:people to your website to then ideally then reach out to
Speaker:you to, you know, get your product or service. Yeah.
Speaker:So this is really good. I mean, I know 1 or 2
Speaker:people that have suffered from the shiny objects syndrome where
Speaker:They chase everything. I'm not even gonna mention who that might be, but he looks
Speaker:a lot like me. So this this
Speaker:idea of having to be everywhere. Right? No matter what we
Speaker:read, it seems like something we were doing is now
Speaker:outdated. And then we have to do something
Speaker:different because what we did yesterday is outdated, and, you
Speaker:know, now we're doing shorts You know, I got into podcasting
Speaker:a couple of years ago. Now I'm doing shorts. I'm building a
Speaker:YouTube channel. I haven't even looked at Pinterest but, you know, people are
Speaker:saying, well, you're you're missing opportunities on Pinterest. Eventually, you
Speaker:just have to say, I think, You have to say, I'm just
Speaker:gonna focus on a few areas and try to be good in a few
Speaker:things instead instead instead of being mediocre and everything.
Speaker:Is that Wise or what's your thought there? I
Speaker:think that's wise. I I think that's, you know, ideally, what you'd want to
Speaker:do. right, is actually really not just be good, but be great on those
Speaker:platforms where you really stand out. Like, for example, when I see you
Speaker:on on LinkedIn, Like, your profile has always got a lot of engagement.
Speaker:Your posts have a lot of engagement. Like, you've really mastered that platform
Speaker:compared to someone that's close tier, post tier, like, they're just
Speaker:all over the place, and they've never really dedicated the time to really figure out
Speaker:how can I stay on this one platform and reach my people.
Speaker:So that is that is ideal as far as what you'd want to do.
Speaker:And the sign shiny object syndrome when it comes to, like, oh, you should
Speaker:be on Pinterest also. It's like, Yes. You should. Like, there's the
Speaker:whole omnipresent. Right? Like, just be everywhere,
Speaker:which I believe you should be, but most small
Speaker:businesses can't do that. Right? There's not enough bandwidth.
Speaker:Right? The person that's doing the marketing is also doing the sales. It's also doing
Speaker:the bookkeeping. It's also doing the accounting. It's also doing the payroll. Right? Like,
Speaker:there's so many things that most people are typically doing when it comes to their
Speaker:own business until they get to certain levels.
Speaker:that trying to do everything when it comes to marketing then just burns them
Speaker:out, and then they give up on it. Or they'll
Speaker:decide, oh, you know what? I wanna outsource it, and they'll kind of go a
Speaker:little cheap on it because they wanna get it off their plate, but then that
Speaker:doesn't yield the results that they were expecting. Right? But now they're out of
Speaker:money. So there's a lot of things that are that come into play when it
Speaker:comes to going into other areas I believe that, like you
Speaker:said, just really mastering a few channels
Speaker:is really the best way to kinda go. And then once you've mastered them, You
Speaker:can create a process around that, and then you can duplicate that process
Speaker:in another platform. Master that one. And then the next one. and then just
Speaker:kind of really start to build out your omni presence
Speaker:over time as opposed to a 1 night let's just shoot it
Speaker:everywhere. Right. What so that
Speaker:raises the question about more posting
Speaker:and so forth and people using AI
Speaker:and just taking over for themselves. But
Speaker:do you see that as a really good
Speaker:tool for just posting just for the sake of
Speaker:posting, or does it lose potentially lose authenticity
Speaker:there? Or does it matter? Utilizing AI for
Speaker:the posting? Yep. I think it depends on
Speaker:the tone of the business. Right? The voice of the of the company.
Speaker:because if if it's coming from like, for
Speaker:example, my personal brand, hard for me to have an AI bot right the
Speaker:way that I want to speak or speak the way I want this it to
Speaker:be said -- Right. -- versus more of
Speaker:just a company, and we just need to put out content related to
Speaker:our business, and we're just sharing informational tips. Right? So
Speaker:you could use an AI tool for that to generate your tips and then
Speaker:have them automatically be scheduled out and keep it more
Speaker:consistent. So I think it's more about balance as
Speaker:opposed to what's gonna be what's really gonna dominate
Speaker:because the AI is not gonna work without the proper prompt from a
Speaker:human. Right? So in order for it to actually ideally
Speaker:work for a business, the human has to know how to set that
Speaker:prompt up for it to spit out the content that someone wants.
Speaker:And then at the same time, it's about whose voice are you trying to
Speaker:portray. Right? So if you're coming off as a personal brand,
Speaker:you're gonna want to be more in front of those
Speaker:posts. Right? Whether it be more videos, whether it be
Speaker:just you writing from yourself, from your own blogs, and so
Speaker:forth. But I believe that AI is going to play a very big part
Speaker:when it comes to content creation as it is already starting to
Speaker:because there's video tools out there that can
Speaker:literally take my picture and put a mouth on it and
Speaker:make it seem like it was me talking. Right? And it wasn't.
Speaker:So it's there's a lot of content ideas and content
Speaker:things that can be utilized through AI, and I think
Speaker:it's I think it's about balance and learning how to utilize
Speaker:it. I don't think it's going to,
Speaker:like, get rid of people's jobs or anything like that. I think it's still
Speaker:too early for anything like that. but it's about embracing it and
Speaker:learning how to utilize it. Because if you know how to utilize it, now you
Speaker:become more valuable because not everybody's embracing it.
Speaker:Right. Yeah. I spoke to a person recently,
Speaker:and so I try to stay up on and I watch a lot of videos,
Speaker:and I follow I think I follow some good people with Gary V and Alex
Speaker:or Mozy. And, you know, just the amount of content that
Speaker:they put out and how they're putting it out and what Gary V suggested
Speaker:over the years is to take one piece of pod one piece of
Speaker:content, let's think of a podcast and
Speaker:repurposing it with turning it into a newsletter, turning
Speaker:it into a bunch of posts, and so forth. So you can really
Speaker:minimize the time investment, but you I've also
Speaker:learned is that if I minimize the time investment too much, I
Speaker:get sloppy and not as good, and then that's
Speaker:not helpful either. Right? Yeah. And that's where I think it's the
Speaker:process. Right? So you know, for example, one of the things that I
Speaker:do is when I do a podcast where my podcast is, you know, I
Speaker:create the podcast, edit the podcast, then I create
Speaker:2, like, promo videos from it, then I take
Speaker:it, transcribe it. Right? So, like, I have a documented process
Speaker:and then the whole editing it for YouTube and then have the actual
Speaker:captions kind of, like, already prewritten. as far
Speaker:as, like, a template for them. So that way, it's easy to kind of just
Speaker:go checklist checklist checklist. And that kind of helps when it comes
Speaker:to repurposing content. and then also having a checklist
Speaker:of where it's getting distributed to. So that's one area
Speaker:that, you know, even I struggle with sometimes because I'll create a con piece of
Speaker:content on my phone, and then I'll just go through and start posting at places
Speaker:and not go through my checklist, and then I missed a few places. And I'm
Speaker:like, oh, I never posted it on LinkedIn or I never posted it on Twitter.
Speaker:Right? So having that process and utilizing the process in the
Speaker:checklist every time will make that a lot
Speaker:easier for you and for anybody that looking to kind of
Speaker:maximize their content distribution. That's great. You're
Speaker:speaking about language. Sometimes I get so excited about something
Speaker:that's popped in my mind. I post it, and then it's
Speaker:got terrible results anyway. And it's just
Speaker:like, Why did I do that? I skipped whatever little process
Speaker:I have. I skipped completely still with bad results. So, anyways,
Speaker:lots of humor in this trial and error thing. So I understand
Speaker:in the past with you, you were you worked in
Speaker:SEO. Was that your business? Was SEO?
Speaker:And then now you're doing more Facebook and
Speaker:Google Ads. Is that what I understand? Yeah. So my when
Speaker:I first got started, in digital marketing. I worked at an agency
Speaker:that specialized in search engine optimization. So I that's, like, the very first
Speaker:thing that I learned it came to digital marketing is, like, how to get a
Speaker:website ranked on the first page. So that is something that's always
Speaker:been very passionate to me and as well as Google Ads. Right?
Speaker:So anything having to do with, like, search and have it being found on Google,
Speaker:that was something that I always, you know, really worked on. I'm
Speaker:coming up. And then over the years, what I found with
Speaker:clients is that SEO is great, but it also typically takes
Speaker:time. for it to actually generate revenue. Right? So, like, you can get on the
Speaker:first page and start seeing movement and traction, but it takes time
Speaker:before it actually starts to generate revenue because you need
Speaker:volume of of traffic. And so with
Speaker:utilizing Google Ads and then utilizing Facebook ads, I found that
Speaker:I'm able to deliver results for my clients at a much faster pace
Speaker:so that they're able to then increase their revenues and then reinvest
Speaker:back into marketing as such, search engine optimization,
Speaker:social media management, other areas that don't have any
Speaker:immediate ROI to them. That way they can
Speaker:continue to grow without feeling that pain of, oh,
Speaker:man. We're struggling here, but we're we're at least posting every day.
Speaker:Like, you don't wanna have that feeling. You'd rather have that feeling of, alright.
Speaker:We're getting leads in. We're getting money in. Let's keep reinvesting
Speaker:into this. sir. Okay. Now we have money to do some search engine optimization,
Speaker:or let's do some Facebook, or let's do some
Speaker:Pinterest maybe. Right? Some Pinterest posting or something else. So
Speaker:there's a lot of different ways to do it, but, yeah, I've kind of I
Speaker:focus on the paid advertising side of things to help the businesses
Speaker:generate business right away. at a much faster
Speaker:pace and then reinvest into
Speaker:the other areas such as SEO, which is an area that I still practice
Speaker:in. and and am doing still, but
Speaker:not as much as the paid ads because most people, they just want more business.
Speaker:So -- They want results.
Speaker:Right? If they're generating business, they're they're happy. And they'll, like, they'll just keep putting
Speaker:more money into that, which, you know, it works. But I also try to help
Speaker:educate them and make sure that, like I said earlier, make sure that have a
Speaker:solid online presence not just focused on one channel because if
Speaker:the channel shuts down, you need to have a second channel to be able
Speaker:to continue your business. So Yeah. That's great. To so the on
Speaker:the paid ads, are you driving people to a landing page or
Speaker:to a website or to, like, a form getting filled out on
Speaker:social media? Well, how does that work? Yeah. So with
Speaker:Google Ads, it's typically to a landing page.
Speaker:don't usually utilize the website because the website has a lot of different options
Speaker:and services and things of that nature so people get confused.
Speaker:Google also similar to Facebook, Facebook. On Facebook, I
Speaker:like to use the Facebook lead form, which is a form that
Speaker:populates right within the apps themselves so that people can
Speaker:just submit their information and then continue on with their scrolling. so
Speaker:it doesn't interrupt their kind of app experience per se.
Speaker:So that tends to work really well. Google also has that
Speaker:as well that they've rolled out It's not utilized as often, but
Speaker:they do have a lead form that pops up right from
Speaker:a on a mobile device where someone could just submit their information
Speaker:right from the ad. But in most cases, I like to utilize the
Speaker:landing page because we can get really specific to exactly
Speaker:Whatever it is that they were searching for. So whatever it is that we're the
Speaker:campaign is focused around. That's the only thing that that page will talk about.
Speaker:So that way, they know that they're on the right page and they need
Speaker:to know what the next steps are there. Beautiful.
Speaker:Alright. Can I ask a question that is probably a lot of people are wondering
Speaker:if they haven't used Google Ads or Facebook Ads?
Speaker:And that would be You don't have to answer, but maybe ballpark or
Speaker:figure out how a person can figure out how much does it
Speaker:cost. to invest in something like
Speaker:what you do because people are probably
Speaker:not doing it. just because of the fear that it costs too
Speaker:much. Right? So help help me with
Speaker:that. Yeah. Well, if you do it yourself, it's always gonna cost less. you don't
Speaker:have to pay my management fee. But -- We wouldn't know what we're
Speaker:doing, though. Right? You wanna know what you're doing. So this is
Speaker:typically So on on the Facebook side, on the Facebook
Speaker:side, it's really more about what your budget is. Right? Like, how much can you
Speaker:really allocate to to spend on there? It's It's a little bit more difficult to
Speaker:really give a number as far as what it costs because it depends on the
Speaker:type of campaign, what your objective is, and all of these things. So there's a
Speaker:lot of factors when it comes to Facebook. and the types of campaigns. On
Speaker:the Google side though, specifically on search, they
Speaker:have a tool called the keyword planner. So within that tool, you're able to put
Speaker:in specific search phrases that your potential customer would
Speaker:be searching for, and it's gonna show you exactly how much
Speaker:it's gonna give you a range of what it costs
Speaker:for a click. Right? So it's gonna tell you what it costs for someone to
Speaker:just click on the ad and go to your website. Right? Now that doesn't or
Speaker:landing page. Now that doesn't necessarily mean that they're going to actually go
Speaker:through and go to your website and fill out the form and call you. Right?
Speaker:That's just for a click. So I utilize that and put
Speaker:together a plan based off of that to kind of give us an ideas what
Speaker:type of budget would be required in order to achieve the
Speaker:results that the client is looking for. So on
Speaker:the low end, depending on certain things like, say, like, a pool
Speaker:service company, you know, you're looking at maybe 2, $3
Speaker:at most for a click. And then if you're looking more like personal
Speaker:injury lawyer or something like that, you're looking at over a $100 a click.
Speaker:So it's hard for me to just give somebody a price without
Speaker:doing that type of research. But the information is out there. And based
Speaker:off of that, then we're able to create an actual plan of
Speaker:action. and be like, alright. If we invest this much, we can expect this
Speaker:many clicks. And if we convert at this rate, we'll be able to generate
Speaker:this many leads. And then from there, you gotta kinda figure out your sales
Speaker:goals and your your conversion rates from leads to sales and all of
Speaker:that. But that's how we figure that out. Yeah.
Speaker:And it's So you really gotta have a conversation. So someone
Speaker:else could say like me what I just did, but I I knew that the
Speaker:answer was gonna go down this path because It's just
Speaker:one of those things where, like you mentioned, you gotta I mean, if
Speaker:you ever use, like, Uber suggest or something along the front of
Speaker:Neil, Patel. Right? It's not you know, it
Speaker:shows you all of the what the how much these keywords
Speaker:cost, and I don't know what
Speaker:to do with that clearly, but I do know that some words cost more
Speaker:than others. And you know, you having
Speaker:conversations, like, what is your goal? Is it I mean, if your
Speaker:cost or or whatever, the revenue you bring in on one sale,
Speaker:is I mean, I saw that you did this for
Speaker:restaurants, I think, at one time, maybe I read an article on LinkedIn or
Speaker:something that you're talking about Facebook ads for Ron's. Oh, I think it was
Speaker:for Facebook ads maybe for the kitchen
Speaker:and outdoor kitchen guy maybe? Maybe. But -- Yeah. So, I mean,
Speaker:some things are gonna be smaller ticket items. It might have been something else I
Speaker:was reading too, but it could be smaller ticket items.
Speaker:are gonna cost less than bigger ticket items
Speaker:and because of something. Right? I'm not sure what all
Speaker:goes in that. But there's stuff that goes in it.
Speaker:So, really, before a person says no,
Speaker:that I just can't afford it without knowing, My guess is they
Speaker:should have a conversation with someone like you to see, or is that even
Speaker:worth it for people like you to have a conversation with someone who just kinda
Speaker:help them through this process. Oh, no. I'm I'd be
Speaker:happy to chat with anybody to walk them through this process. And like you
Speaker:said, there's Uber suggest which is a a free site. It's actually easier to
Speaker:get to than the keyword planner. So justsubersuggest.com, I believe it
Speaker:is. And, yeah, Neil Patel has a bunch of tools in
Speaker:there. It actually has one where it gives you the questions that people are searching
Speaker:for for content ideas and blog ideas. And so yeah. So
Speaker:what I do is I sit with a prospect just like this
Speaker:on Zoom. We just pull up Uber'suggest put in a couple key
Speaker:phrases that they believe are phrases, and then Uber suggested is
Speaker:gonna suggest us, you know, what keywords we should be possibly
Speaker:targeting. And one of the big things to look is also at the trends
Speaker:that a lot of those keywords have. Right? So there's keywords that have upward
Speaker:trends year over year, 3 months, and those have an
Speaker:impact as well. And what you're ideally looking for are,
Speaker:what are called, buyer intent keywords. Right? So the keywords that people are searching
Speaker:for where they're further down the funnel as opposed to people that
Speaker:are searching. Right? So if someone's searching, they're looking for What is the
Speaker:best this? You know, looking for recommendations, right,
Speaker:as opposed to where can I buy this? Right? And
Speaker:they're very specific as far as what they're looking to buy. So
Speaker:merely understanding the different types of terms also will impact those
Speaker:types of campaigns because if you're bidding at on the top
Speaker:level keywords, the ones where people are doing all the research, and then you're
Speaker:wondering why are my ads not converting because everyone's going to your
Speaker:site because they're searching for stuff. They're not ready to buy.
Speaker:So it's really about learning how to segment the the keywords to be
Speaker:able to really drive the right traffic. And, ideally,
Speaker:the right amount of traffic to be able to convert them.
Speaker:Yeah. So with this in mind, right, so
Speaker:I'm listening to you, and I'm thinking, I would never
Speaker:try to do that on my own. I can I can post
Speaker:on social media on my own, but even that, I've read a ton
Speaker:about posting and consistency and being on brand,
Speaker:on message, and so forth. I just don't randomly post.
Speaker:I could never find a time to understand
Speaker:what you just said and see how would I use that
Speaker:tool, let alone you know, doing the ads
Speaker:on Facebook and Google. Right? So I know there are people like me that
Speaker:are curious. Maybe they'd be good clients down the
Speaker:road. But in the beginning, it's like, we've gotta know what we
Speaker:don't know and see what's out there and having a
Speaker:conversation with you, which I loved is when you said that you
Speaker:can help people get results quicker. And that's I
Speaker:mean, if we don't get results when we're starting out, you know,
Speaker:the you know, we're not gonna last. Yeah. Right? Yeah. And then
Speaker:-- You gotta get results. Exactly. And so that's one of the biggest things that
Speaker:I focused my agency on and you know, part of my sale
Speaker:is, you know, I don't do contracts because I believe
Speaker:that, you know, why am I gonna tie you down for 6 or 12 months
Speaker:if I'm not able to deliver the results that you're looking for. So I work
Speaker:on, you know, delivering the results as soon as possible because soon
Speaker:as I'm delivering results for you and you're making money, you're
Speaker:not gonna typically wanna fire me because you're gonna be making more
Speaker:money. So I try to focus on that and really the
Speaker:ROI and then helping them, you know, build upon that.
Speaker:Yeah. I do like a business partner. I mean, it's like it'd be
Speaker:crazy to fire someone that's bringing in the revenue. And
Speaker:as long as you're bringing in more than what it pays out eventually.
Speaker:In the beginning, you gotta expect that. Right? You gotta expect that you gotta pay
Speaker:more than what you get. But after a while,
Speaker:whatever that is based on your product and service that you're offering,
Speaker:it's going to flip, and then you're gonna see upside versus
Speaker:making the investment. Right? Yep. That's right.
Speaker:I think I've got that done. Yeah. This is fun. I love this
Speaker:stuff. I could go on all day. I know you specialize
Speaker:mostly with remodelers. Is that but do you
Speaker:wanna tell us a little bit who you specialize with and how you serve
Speaker:people? Yeah. So one of our services is called our
Speaker:marketing renovation program where we help contractors
Speaker:renovate their marketing while they're out renovating homes.
Speaker:And so with that, we help them with their website, their
Speaker:lead generation process, some email nurturing with
Speaker:that. and really help them build out a sales
Speaker:pipeline so that they constantly have, you know, new
Speaker:business and aren't just focused on the next phone call.
Speaker:because a lot of especially contractors tend to just, you know, go
Speaker:from lead to lead to lead and never really have a a database or
Speaker:don't really have process as far as how they follow-up with them. So
Speaker:that's part of what we developed through the marketing renovation program. And
Speaker:then the other side of the business is helping other local small
Speaker:business owners, right, that are looking for gaining more
Speaker:exposure online, aren't sure what to do, or looking
Speaker:for advice, and that's what I provide. So I'd like
Speaker:to consult a lot of small business owners and helping them understand
Speaker:possibly what marketing channels they should be focused on. Right? or even
Speaker:what type of website they should build. I'd had a recent customer
Speaker:a prospect come to me looking for search engine optimization on a
Speaker:website, but the website was built on Google. It's not the very
Speaker:best it's not a good website to to build on for searching and
Speaker:optimization. because it does doesn't have the capabilities that you
Speaker:need. So, you know, knowing things like that and as a
Speaker:small business owner is just starting a You're not gonna know that. Right? You just
Speaker:kinda fall into the trap of, oh, I'm gonna go and get my domain through
Speaker:Google. And then Google's like, here's your next step, and here's your next step, and
Speaker:kinda just walks you through it. And next thing you know, you're out 500 bucks
Speaker:in Google Ads because next day, your Jazz is charged. So
Speaker:just making sure that, you know, helping small business owners
Speaker:have a solid online presence, making sure that they're doing the right things. And I
Speaker:did ultimately really understand what it is that's going on with their
Speaker:marketing so that they don't feel lost. been confused.
Speaker:Oh my goodness. You're just cracking me up. You reminded me of
Speaker:some of my stories. I thought the landing page was a website I
Speaker:bought, and I asked my host how I
Speaker:could blog on. He says, this is actually
Speaker:done. Like, oh, okay. This is what
Speaker:else do I need to know? Right? I'm sure I'm not the only person. But,
Speaker:man -- Yeah. No. It happens all the time. feel did I feel dumb
Speaker:with that one? But having a conversation with you is someone that
Speaker:knows this stuff. maybe work out a strategy.
Speaker:Spend a few dollars, hire Jose as
Speaker:a consultant, learn a little bit and
Speaker:then build your marketing strategy
Speaker:with with some knowledge instead of reading a book and
Speaker:just throwing darts everywhere. So -- Yep. -- it's great
Speaker:stuff. You're you're making me laugh, but I'm crying inside.
Speaker:if I knew you sooner. But and I wouldn't even know what
Speaker:what conversation because I didn't even know what I needed. Right?
Speaker:Digital marketing doesn't say enough. Right? When people say
Speaker:they do digital marketing, there's a whole another topic,
Speaker:but is really it covers a
Speaker:broad range. And -- Very broad. -- too many times I've heard people say,
Speaker:well, I do digital marketing, and I don't ask what's that. I
Speaker:just move on to the next person. Right? Or if I'm in a network thing.
Speaker:And, really, it's like, I help people or I help small
Speaker:businesses or I work with small businesses to help them have an
Speaker:online presence, a great website, get
Speaker:traction on the website, get business
Speaker:sooner rather than later, right, through all of this, right, and then help them
Speaker:with his overall strategy as to where they want to spend their money
Speaker:and time on social meet on social media. Right? But that's
Speaker:a lot to say. But it's really
Speaker:people like me early on, I didn't have a clue.
Speaker:And spending a little bit of money more than I wanted to over the time
Speaker:with 0 results because shiny objects.
Speaker:Right? So Glad you're in our corner,
Speaker:Jose. It's a great city. Yep. I'm here for you. Alright. Appreciate it.
Speaker:And, Jose, we can find you. I
Speaker:think I mentioned your website, and you've got all your links. We'll put it in
Speaker:the show notes, and I'll find you on LinkedIn as well as
Speaker:where you hang out? Are you mostly on Facebook or Instagram? I
Speaker:kinda hang out everywhere. Okay. A good answer.
Speaker:Alright. I'll put all the links in the show notes, and just been a blast.
Speaker:Thank you so much, Jose. Any final -- Thank you, fam. No. I
Speaker:just wanted to say thank you very much for having me on here, and I
Speaker:hope that the listeners got something out of our conversation today. And
Speaker:if you have any questions, please don't hesitate to reach out to me through
Speaker:any of my social channels. I'm always happy to answer any questions and also
Speaker:provide you with a free consultation, so don't hesitate.
