Automating Your Value with Video Campaigns feat. Oscar Garcia

Narrator 0:00
You’re listening to the all systems go podcast, the show that teaches you everything you need to know to put your business on autopilot. Learn how to deploy automated marketing and sell systems in your business the right way with your host, the professor of automation himself and founder of automation bridge, Chris Davis

Chris Davis 0:33
welcome everyone to another episode of The all systems go podcast. I’m your host, of course, you heard it in the intro, Chris L. Davis. And today I have, I have a friend of mine. And and I don’t I use I don’t use that term loosely. I say it because I was able to connect with, with our guest today in person in person. When I was doing trainings for Active Campaign, and we just stay connected, he if he reaches out to me and need something and I have it, you know, I supply it, and vice versa. And it’s really great to have those types of relationships, in, in marketing and in business and entrepreneurship. So, with that being said, Our guest today is Oscar Garcia. And he is a sought after consultant coach and speaker specializing in online marketing, and the host of the highly rated podcast, the OMG show, which by the way, everybody I was a guest on. All right, so do me a favor once you’re finishing once you finish listening to this episode, go ahead and jump over to the episode that Oscar and I recorded on his podcast will have that link in the show notes. But after pulling it pulling out of his 401k and diving headfirst into the muddy waters, he quickly built a half million dollar business and only eight months. Over the past few years, he’s dedicated himself to growing businesses through proven systems and sound strategies that produce conversion rates of 70% plus an ROI of 200%. Or more as a game with the heavy heavy hitting today. When he’s not focused on profitable paid traffic funnels, you can find him traveling the country out of his self converted fan van or sipping on nice, refreshing mosquitoes. Oscar is going to join us to talk about automating your value, how to take that content, how to take that resource and get the maximum exposure to convert into maximum leads and hopefully maximum sales for your business. Oscar, welcome to the podcast. How you doing, man?

Oscar Garcia 2:56
What’s up, Chris, thanks so much for having me, man. I gotta say I gotta get a snippet of you recording my bio. So I’m sorry, using that. It was so smooth. And I was like, dang, I sound good. But now, man, thanks so much for having me again, super excited to be on and talking about automating your value today for today’s episode, and I hope the the audience here that’s listening definitely walks away with some tremendous value that can implement right away.

Chris Davis 3:21
Yeah, you know, I have to say this. So listeners, I try to do my due diligence when I invite somebody on the podcast. And again, Oscar and I have been connected. You know, I on Facebook, LinkedIn, you know, so you know, I see your posts, you’ll see mine, and consistently, consistently, I see you as a marketer who is always evolving, and evolving by way of experimenting, testing the boundaries, trying to figure out why does this thing work? And why wouldn’t it? And when you have people like that, listeners, there’s going to be so many nuggets that they can drop without even trying to drop them. So ask her we’re going to have a conversation, man. And you’re probably going to say so many things that are like, eye opening to me, which I know will be eye opening to our listeners. But before we get into it, where you’re at now in business, where did you start? Because oftentimes, like what you’re doing now is not the very first version of it. So let us know where you started. And then kind of how you got to where you are now.

Oscar Garcia 4:35
100% and I think it all started about like 10 years ago. This is when I was about to graduating college. Right. I went to USF down in Tampa. And at the time I was known as like the website guy because I went to school to get a degree in marketing and I needed a job and I was working at Busch Gardens at the time making 725 an hour. I’m like mad SSV that would be something else. Like, I mean, I worked in the Sesame Street Safari a fun area of the theme park. And don’t get me wrong, kids are cool. But dealing with them for eight hours every single day. I’m like, Listen, man, this is not my kid to get out of here, right? But anyways, I found an internship and they were only looking for seniors at that time to do website development. And I’m like, fake it till you make it at that time, right? That was kind of like the mindset. So I just went into the interview. And I was like, you know, I wish I could say I was honest. But I was, you know, hey, listen, I could figure this out, I could do this, you know, you’ll have an extra two years with me, like if you if you bring me on board, and all that kind of stuff. So he hired me. And then I had to figure out how to do WordPress. And so I went down the rabbit hole of YouTube and figuring out how to build WordPress sites and all that kind of stuff. And lo and behold, I cranked out a WordPress site. And so I took that experience, and then started going to like my marketing professors around school and I started building websites for the different organizations, that led me to like, meeting other people with businesses and one of the websites. And then we went down the rabbit hole of like, SEO, and all that kind of stuff. But then, like, you know, fast forward, congratulation, I actually decided to go into the corporate world and get a job working for Macy’s as part of their executive development program. So this was kind of like the managerial position, where they put me into like, these specific business units, and then they rotate me around after every year. And then in between the rotations, I have to make a presentation to the executive board on how we can improve that specific business units. I was like, it’s kind of a really cool accelerated program to kind of figure out how the big boys do it. And so that was fun, man. And I mean, I loved the time that I was there, the amount of people that are that I worked with the amount of knowledge that I acquired, but I just knew that like, after my rotations were done, you know, I had a conversation with like, my Managing Director, and my raise was only like, 2%, right. And I’m like, you know, at one point, I want to be able to take care of my mom and my dad, I want to be able to take care of my future wife and my kids and things like that. And I knew that at 2%. And Ray, you know, for some rays wasn’t going to cut that unless I wanted to go to Cincinnati, which is where the headquarters was, and no offense against Cincinnati. But when you’ve lived in Florida, your whole life, Cincinnati’s not where you want to go. I mean, it’s hard to be away from the beach and the sunshine, you know. So I’m, like, I needed to do something else. And I’ve always, you know, inside of me, I’ve always had that feeling of like, being in business or starting my own business. And, you know, I had a degree in marketing. And I was like, I need to put this to work and to put this to use. And thankfully, at my time, during school, I had networked and interacted with the right kind of people. And I was part of a program called the Corporate Mentor Program, where they matched like, you know, first generation college students with mentors in the area. And my mentor was like, Listen, you have to burn the boats, ma’am. And I’m like, What are you talking about? And he’s like, you know, you got the you got this nine to five, you’re trying to make this happen. But you’re also trying to start a business. And it’s like, you know, like, look at your own history, like the fact that you’re Mexican. And like Hernan Cortes, when he brought everybody over from Spain, he’s like, you know, burn the boats, we’re not going back. And so we till we accomplish our tasks, and it kind of hit close to home, right. And like that whole idea. And I was like, That makes a lot of sense. And so that’s what I decided to, like jump ship, if you will, and kind of burn the boats, and in the direction of starting my own business. And again, because I made those right connections, I was able to connect with the program director of the Corporate Mentor Program, and he had had a very, like, big background in sports and in like, education systems, and, and he had like a master’s in finance, and all this kind of stuff. So he had like, a lot of different ideas, but he just didn’t have that person that can implement and take action. And I was kind of like, well, I’m the doer. If you got the idea, I can figure out the process, I can figure out the steps and we get it done. So I quit my job, I pulled out my 401k. And my lease was up, I moved into his spare bedroom, and we started getting to work. And that’s where I got my real education and marketing because, like all I learned at school were pretty much like the four P’s right, the standard, you know, marketing doctrine, but I didn’t know what a sales funnel was. I didn’t know what conversion rates were, I didn’t know what you know, on conversion rate optimisation was or a cost per click. I didn’t know any about those things. Even though I was doing like SEO kind of stuff before, I was just kind of like, trying to figure it out as I as I went along. But you know, I got a real degree in Marketing at that point, and I left pretty much a 40 hour workweek with health and benefits to work 80 hours a week with no health and no benefits. But eight months later, we built a six figure business. And then that same time, the following year, we had generated a half a million dollars in revenue. And then that happened, you know, about eight years ago now and that has led into this whirlwind of online marketing word. Now, I’ve helped various businesses and different backgrounds in different environments, from ebooks, to virtual summits, to course creation, which is kind of what I’m really focusing on now. And pretty much anything in the online world that kind of had my hands in, like membership sites, especially, and kind of has looked and understood the processes to make those things work and be successful. And so that’s kind of what brings me here today.

Chris Davis 10:25
Yeah, there’s so many interesting elements of that story. If you could just tell, as you were getting the experience, you know, Macy’s, and even prior to that doing websites, there was no way there’s just, it’s just impossible that you would have known that you were going to take those skills, pieced them together, and be able to do you know what you’re doing now. And one part that especially resonates with me is, you know, you hooked up with this mentor, he had the idea, the business, but he needed hands, he had the head, but he needed hands. And that’s a very similar situation that I found myself in at LeadPages. And, you know, if it’s any encouragement to an aspiring Digital Marketer listening right now, sometimes the best move you can make is get, attach your buggy to a vehicle that is much bigger to a horse that’s running much faster, and just enjoy the ride. Right? You’ll be flailing, slow down. Stay on it, stay in the buggy, stay on the horse. Because that learning is Oscar beat to be honest, when it comes to marketing. I don’t know where else you get that learning. You can go to school, read all the books, you can do all of that, until you’re in it, man. And then, you know, for you and for me, you were in an environment where you had to perform. And if what you did did not produce a profit. Look, man, hey, I’m gonna go get someone else. Yeah.

Oscar Garcia 11:58
Yeah, like, I mean, don’t get me wrong. Like, you know, when I pulled out my 401k, I only had three months, right? Like only, it was only $5,000 that I pulled out from my 4k. And I was like, I need to stretch this out. And so I still had a car payment, self payment, all that stuff. And I’m like, I need to figure this out. And so I read this book by Paulo Coelho, the same guy who wrote The Alchemist, but a different a different book called The pilgrimage, where like, it’s kind of like a, I don’t know if it’s like an autobiography. But it’s, it’s a point in time where like, he’s, he’s really Catholic, and he decides to go on a pilgrimage in Spain, across the Camino de Santiago, which is like a 3000 mile pilgrimage from one border of Spain and France to the other side, and you end up at a church. And like, during this pilgrimage, she has to do certain its reflection, certain certain, like homework, if you will. And one of them was like putting yourself into a coffin and thinking of like, your legacy. And like, what if you died today? Like, what? What would that mean? What would that do? And so like, you know, when I was reading that book, I kind of had to put myself in that same mindset as like, did we only get three months? Now we need to figure this out. So it’s like, you know, what can we do? How can we survive? And I’m like, Okay, well, I mean, I can take showers at a 10th dollar a month gin. Perfect, I can do that. Right? What about for food? Okay, well, if it comes to that, I know, restaurants throughout their scraps at the end of the night, they just put them in special bags. Okay, if I need to do that, I can’t do that. Whatever. I pretty much went like bare bones, man, like, like, what’s the worst of the worst? And then I asked myself, could I survive that? And I’m like, Yeah, I think I could survive that. And I was like, Okay, then let’s go ahead and bet on yourself and make this happen. You know,

Chris Davis 13:32
man, that exercise, we’re not even into the topic, Oscar, but that exercise of literally going through the worst case scenario. And what I found because I had to do something similar, is you face and fear is you looking at fear, like right in the face and just punching it. Like, look, I see all that you’re trying to tell me what happened in here. And I accept all of it and will not succumb to any of it moving forward anyway. It’s mental fortitude, that that requires that man. And that that is required for that, I should say. So So let’s jump into it. Oscar, you’ve seen a lot, man. You’ve seen a lot. And I especially, we’re not going to wait to the end of the podcast to do a shout out to where to connect with you. But I especially enjoy connecting with your content on LinkedIn. Literally nothing. I think you share high quality, but you also engage with high quality folks, you know, and whenever I read one of your comments, it’s always like, I can always tell you’re tinkering with something. I’m like, Oh, look at that, you know, like some of the conversations I gotta like, come back to be like, alright, yeah. Or you read what he’s saying. And it’s because you’re, you’re so good. From my vantage point. You’re so good at really diving deep into a strategy and looking at the elements that make it work. And then taking those LM Minutes and doing it yourself, which a lot of people just want to take the elements be like, hey, look, I can do some, but you’re actually doing it testing it, figuring out like, what, what? What are the pieces that maybe you don’t need? What are the pieces you add to it. And for today’s podcast, we’ve been we, you know, I mentioned automating value. And it’s essentially creating this, this ecosystem or for your content for people to come into, and just consume, you know, in the flip side is on the marketer, we can build it. But how do we do it in a way that really converts lead generates leads, converts and things of that nature. And before we were, we were talking on the park, on this podcast, you were mentioning, you know, how your approach involves taking video and XYZ, so I don’t even want to try to explain it, I want to give you the floor and talk about because this is something that you’re, that’s been more recent, in terms of relevancy. Like, it’s super relevant right now, with the way people are relying on social media, but also needing to generate leads, and they’re, they’re realizing the two are not synonymous. Just because I’m on social media doesn’t mean that I have leaves. So what’s that approach that you’ve been taking it and just walk us through, you know, through the steps and some of the results that you’re seeing? Well, first

Oscar Garcia 16:20
of all, thank you, man, for all the compliments, I appreciate it. You know, it’s, it’s one of the things where, you know, especially with math, like going through like academics, I always had to figure out the answer first and work backwards. To figure out how that answer came to be. I was never one to actually, like, be able to problem solve, it’s just something that like, just didn’t click for me. So when I look for strategies online, like I’m looking for things that I can implement into my own business, because I’m not just like a marketing consultant, and coach, like, I actually run a business like day to day to make sure that I’m actually, you know, doing the right thing. So that we, when I do teach marketing, it’s from the battlefield, you know, I’m saying it’s stuff that’s really working. And like, one of the things that I see and that I test for myself was like this whole idea of doing like a video a day. So from 2023, from January 2 to the end of March, I did a video a day, on all those platforms. And I can tell you that by doing that, I only gained about maybe 15 followers, but no email, signups. I got I got some pretty good views. But you know, it just it just wasn’t there. And of course, there’s reasons for that. There’s like the algorithm, there’s also like, the quality of content. So it’s not like I’m making these huge over, you know, produced videos, it’s literally just me like answering the question, I was just kind of doing them like, that’s, I needed something that could fit the kind of business that I want to rush or, you know, I will, I would love to have high produced videos, but it’s like, we have to look at return on effort. Like, is it worth spending four hours on a 15 second video that it doesn’t have a long shelf life? Like? I don’t know, to me it? The answer is never right. Now, the other thing, though, is that like content does have place content does have value like you look at podcasting, right, you look at like long form YouTube videos, those content pieces really do perform really, really well. The issue is that it’s a thing of like consistency of applying over time, right. And the thing is that I’ll be the first to admit that like, I’ve never been able to build a business organically, like I’m not the guy, you come and talk to you for SEO for content for YouTube marketing, when it comes to paid ads. That’s my forte, I know how to get cold traffic to convert. And the thing is that, you know, this is a strategy that I was like tinkering with, back in 2018. When like, back then it was like the wild wild west with Facebook ads, right? Like, you can put in like 10 bucks and get like $200 out of it. And it was super easy. And everybody was having a good time. And the whole idea, you know, back then was like, how do we use an ad and figure out like, the media, the media is, you know, 80% of the ad success. And, you know, the whole campaign setup is all about, like, how can I get? How can I test my media fast, I can figure out which one is converting at the right, you know, key performance indicators that I need. And what I realize now is that in today’s world, with privacy policies, and everything that’s happening, it’s no longer about sending people to your website, you have to keep people on the platform. Facebook wants you to keep people on the platform. YouTube wants you to keep people on the platform. Same thing with LinkedIn, part of that reason is because they just can’t track like you can set up a conversion API, you can have server to server integration. And if those words you know, are, you know, sound like a different language to you. It’s because it is it’s a completely different way of setting up ads. It’s not as easy as just like installing the pixel on your website and calling it a day, there’s a little bit more involved. And so the thing is that like for for most people that are out there, most business owners, like let’s say you’re a professional, you’ve been doing this for 30 years, and you just want to sell a course or you just want to leverage and productize your knowledge to, you know, include an extra revenue stream. Most people don’t want to hire like a six figure, even a five figure agency to set that up. Right. So the whole thing is Like, we have to figure out, how can we can implement a strategy where we are being rewarded by the platform that we’re choosing. So in this case, like, let’s say, Facebook, but also how can we leverage content because, you know, from what I’ve seen, whenever someone comes through, let’s say, a high quality podcast, or high quality YouTube video, they’ve invested their time. And time for me is much better than for example, of a lead that came through a free lead magnet, kind of thing, right? So if we’re looking at time, in terms of what does it take them to consume, the more they have to do the higher quality of lead that is. So for me, that’s kind of where it started to click where I’m like, okay, you know, what, let’s, let’s go back to the strategy I had in 2018 of like, let’s use content on the front end. And let’s kind of let’s kind of figure this out. And so the whole idea is, if you know, something, that you know how to do really well, let’s say someone is asking you, like, how do you do this particular thing over and over again, and it might be something super silly to you, or, you know, super obvious to you. But whenever you sell it to them, it’s like, you know, they’re in shock, their mouth is open, they’re like, God just blew my mind. That’s the kind of piece of content you want to put first and foremost out there. And the beauty of putting that content out there is number one, its content. So Facebook rewards you if people comment, share that content, because it’s content, it’s not an ad, right. So even though you’re spending money to promote that piece of content, Facebook will then slingshot your results you’ll get more reach, you’ll get more impressions, you’ll get more engagement on that content. The beauty of it is that if it’s a video, you can retarget the amount of people that watched that video. So for example, if you have a five minute video, you can retarget people who have watched three seconds, 10 seconds, 15 seconds, 25% views 50% view 75%. So for me, the benchmark is kind of 25%. So this is kind of getting into more technical things. But right now, the Facebook pixel, if you’re sending someone to your website, it needs at least 50 conversions within a seven day window in order for it to optimize itself. So if your lead cost you $10, to get onto your email list, then you need to spend essentially $500 to get that lead to go to your website, the problem is the pixel the way it is right now can’t see all those conversions, it can only track maybe about 20% of those conversions, which means that within that seven day window, you now need to double or even triple your budget in order to get those trackable conversions so that the Facebook pixel can optimize. In other words, if you’ve been running ads, and you see your ads getting stuck in the learning phase, this is what’s happening. You just don’t have enough data, even though you’re getting the leads, and you’re seeing them. Facebook just can’t read the data. But if you use video, it’s on the platform. Facebook can track anything that’s on its platform, you’re not relying on pixel data you’re relying on Facebook’s actual on platform data. So then, when you retarget the people that have watched your video, you’re retargeting all those people that watched your video, and not just a portion of it. And then you can send them to what our you know what Facebook calls a lead ad. So this is an ad that’s on Facebook, that automatically gives you their name and their email. And this is the name and email that you can then later use to create, for example, custom audiences or look alike audiences. It’s a simple one click, boom, there it is. And now they’re part of your email list. But it’s all on the Facebook ad platform.

Chris Davis 23:24
Wow. So you know, you’re I remember, as you’re saying, This I was working with, I can’t remember man, it’s been so many years, but I was working with ads person and they and they told me something similar to that. And one of our, I think, on my email, I sent an email to my email list that drove them to a page on my website. And it was essentially the same page, I was using a blog, I was using a blog as the conversion content piece. And I also had Facebook ads driving to that same page. And the idea was given them content, grab the opt in at the end if they leave exit intent, right? That was the overall simple strategy. But it was a video ad and what do you end up having me do or they can’t remember who was anyways, I’ll waste time trying to figure out who it was. But what ended up happening is they had me embed the video from Facebook, on my website. And you just brought me back to that because at that point, I was like, why can’t we just use a YouTube embed, you know, we want them to get on the website and get the email. But now I’m starting to see that perhaps they were a bit ahead of their time. You know, this was many, many years ago. And having it’s one thing because you said on Facebook so if I click play on Facebook, it’s tracking. But also in I’m asking you here ask I’m not telling you. If I did that on my website, took that same video and embedded it on my website. Do I get the same tracking performance?

Oscar Garcia 25:04
You know, that is a good call out. Because I mean, like this, this whole thing with video is not like it’s a new strategy, like, you can do this for years. You know what I’m saying? Like, it’s just, it’s just what’s working for me now. And I was like, Dude, I should have been doing this since back then it just, you know, you’re so you’re so focused on getting the results, and most people just aren’t patient enough to wait for the videos to do their thing. And I think that’s kind of what happened to me. But now I’m realizing videos is kind of the key. Now, as far as I know, right, the tracking is more important, or is more on point, I should say, when you’re actually on the platform. The minute that that embed video, and I’m probably assume that as long as you’re logged into Facebook, that embed video will probably work. But if you’re not logged into Facebook, then it’s just another view. Yeah, right. Because now you’re relying on like pixel data that’s on your website, it doesn’t know who’s actually watching that video. So I’m assuming the safer bet would be to just keep it on the platform. But that’s a good point where I mean, you can embed a video, any kind of video from Facebook onto your website, like you would a YouTube video. And that can be another potential way to track. And that that, to me is already giving me some ideas that we could potentially play with and have fun.

Chris Davis 26:14
The beauty of it right, and, and we’re staying along this line of creating some content that will resonate, and then putting it on platform to get tracking. Beyond impressions, right, tracking beyond just a click, if I have a two to three minute video, somebody that watches 15 seconds, is should be treated differently than somebody who’s watched the entire three minutes. 100 Right. Yeah. And Facebook gives us that or the platform’s give us that, right.

Oscar Garcia 26:52
Correct. And so like that’s like for me, like, the metric that I look at first is who’s viewed 25% Because like, the whole key with using video campaigns is you need to build your retargeting audience big enough. And so in order for you to have a an audience that you can retarget, you can have at least 1000 contacts in there. Right. So what that means is that if you’re running a video, you mean, and we’re looking at, let’s say 25%, you need at least 1000 people who have watched at least 25% of that video in order for you to retarget them. So the strategy is like, let’s get those 1000 views as fast as possible, and then divert the budget to then retarget them and get them onto the list. And so the reason I like this strategy is because we if you want to create content for YouTube, and LinkedIn, and all that kind of stuff, feel free. But the thing is that like, I’m pretty sure most of your listeners already have a piece of killer content that nobody is seeing that nobody has watched, that’s just sitting there collecting digital dust, and it’s like, all you really need to do is polish that off a little bit, cut it up into a five minute video, and put that advertise that to cold traffic, and you forget about it and put five bucks a day behind it. So $150 a month and you just let it go, let it play out. Right, it’s going to collect those views. But you’re building kind of what I call like your invisible list, because Facebook tracks all of this information, right? And it’s all there ready for you to create a custom audience at any given time. You can go in and be like, Okay, I want to see the people that have watched all my videos for the past year, I want to create this custom audience. And you can tell Facebook, okay, you know what, all these people, I now want you to create a list of like 2.1 million by creating a look alike audience. And then you can just copy and paste, repeat that use that same video to that now essentially hyper targeted audience and get even better results but better margins.

Chris Davis 28:38
Yeah, yeah, I would say I think the mistake that I see a lot of entrepreneurs make seasoned annonce and bland is that when they go out? It’s almost like, it’s almost like, as you know, a kid. I grew up in the north, so we have snow days. And you would go and you will prepare to go outside, right? Well, I need to get my boots, I need to get my snow suit. I need to get my hat and gloves. And then you go outside and that’s the event. I’m outside, right? And you can play in all of those things. I feel like people take that approach to advertising like, Okay, once I get my website together once I get this and once I get that I’m gonna be generating leads on social media. And it’s like, this not that’s not actually it, right. Like there’s an intentional, strategic approach to this thing that says, okay, instead of me thinking because I’m on the platform, I’ve arrived, I’m doing it. Let me start to say, Okay, let me start preparing the platform. Let me start getting some content out there. That will start generating some views and start populating these lists, so that I can then truly say, Okay, I’m here to put this advertisement or this content in front of this group of people. But So oftentimes, man, you know, and I guess the snow is a good analogy too, because it’s cold, right? Yes. So many times people go to those cold audiences, and just think you’re gonna put something in front of them, and then it makes money and leads are gonna come in man.

Oscar Garcia 30:27
Yeah, and it’s kind of like a video is much, it’s a much more affordable way of testing your messaging. Because like, for example, so you know, we’re, we didn’t get into like, how do we actually start building a list and all that kind of stuff, but like to give you an example. So when Chad GPT first came out, I went like, deep into it. And I was like, Okay, how can I use this? How can I help out? You know, course creators with it? Yeah. So I created I created a workshop on like, literally in one hour will create your landing page will create a seven day email sequence that will set up your ads, all that within an hour using charging to your right. So I decided to advertise that eight bucks. Let me just see if I can get some quick people to buy to reach 1000 people, like so cost per impressions, was costing me about $33. Okay, which is it’s kind of pricey. Normally, I want to be at around 10 bucks for cost per 1000. Depending on the campaigns that I’m running, right? I did the same thing. But with video, I use the video and I was like, Hey, watch this six minute video and I’ll show you how to get your lead magnet done with Chad’s UPC. targeting the same interest, the same audience all that stuff. My CPM went from $33 to $4.50. So to reach 1000 People from $30. So now $4, right, I can now reach more people, right? And those that watch my video, I can then retarget to you at a later given time. Right? So let’s say I created a video and nobody watched it. Okay, well, maybe it cost me five or 10 bucks as opposed to having, you know, traditionally multiple, we’ll say, okay, when you’re first running an ad campaign, and you want to generate leads, a good budget is about $100 a day, especially if it’s like a self liquidating funnel where you have like some kind of tripwire or low ticket offer behind an opt in page 100 bucks a day. Or they’ll say, like, you know, what, what is this customer worth to you at the end of the month, okay, then we’re going to look at those metrics. And then we’re going to figure out what your cost per click and cost per lead should be, which is fine, that’s great, you can definitely kind of reverse engineer the math and do it that way. But it’s still pretty pricey for those if you’re just starting out. Also, it could also be a pretty expensive way of testing a video, you can come up with a topic of the idea, create the video and test it. And within 10 bucks 10 $15 You know if that video is going to work or not, you know, so it’s a good way of testing your ideas pretty quick. Now, in terms of like, what does this actually mean? I mean, like that video that I did with Chet GPT. So I created that video. And I then in the copy was kind of like, Hey, by the way, if you want some more prompts that’ll help you with chat, you can t comment down below. Okay. So what ended up happening was, as I advertise this video, people would comment on this ad, which then of course helps me because Facebook sees this as content. Yeah, right. So they’re like, Okay, comments, let’s show let’s show these people services show this ad some more people. Perfect. That helps, that ends up helping me. Now the other thing too, is that as people are commenting, I’m going to send them a message and be like, Hey, thanks for commenting on my video. Here’s the free guide. Right. So that free guide then has an offer, so they can go ahead and sign up for the workshop. Or they can start talking to me. And sure enough, I spent $35 promoting this video, I ended up landing a four figure client from them, you know, $35 that I spent on ads? Yeah. And that’s just one example. Let me not even get started on soccer. That’s a whole different animal over there.

Chris Davis 33:54
As you’re saying this, I often put myself in a in a listener seat. And I could see somebody really listening to this and be like, Man, so good. And then like, but how do I know what type of content is good content? What what is your approach to somebody who’s got a blog, maybe even has some videos out on YouTube? And they’re like, Okay, I think one of these is the good content Oscar was talking about? Which one? How do you help them? Or what does good what’s the anatomy? I’ll say, in your in what you look for, and good content? Or if you’ve got a video, how do you find that five minute snippet, three minutes snippet? Is there a framework that you use? Or is it just kind of like, you got to know your audience, you know,

Oscar Garcia 34:45
no, I mean, I like to move fast, man. Like there’s definitely a safe way to do it. And that’s not necessarily the path that I take most often. Most often. I’m like, let me see what sticks. Let me see what kind of results we get. Right. So like, I’ve worked with plenty of YouTubers You have, like, they have a nice audience base of like, let’s say they have 50,000 subscribers or whatever. They’re, they have amazing content, but they’re just tired of creating content to fill their webinars. You know what I’m saying? They’re just like, I’m just, I wish I can automate this process. So I’m like, Dude, if you already created this content, like, let’s figure out which of you has the most views, which video has the most views, and let’s just put that into a video use campaign on Facebook, and see what that means. You know, we can edit it, we can whatever, but I’m like, first, let’s just see what happens. Let’s just put five bucks behind it and see what happens. Let’s see if we can get kind of get the same kind of engagement going, you know? Yeah. Because I mean, there’s, there’s no point like at the end, like, again, like I have to, you have to make decisions based on the battlefield, you know, people can come with their own ideas in terms of how to best structure a video. But like, I rather just use the numbers to tell me that story. Right. Now, if you’re starting from scratch, right? Like, I definitely wouldn’t go about saying like, you know, Hi, everyone, my name is Oscar, and I’m going to show you how to do XY and Z or whatever, like, I would probably urge you to kind of come with some some sticker shock, or some shock value in the first three seconds to get their attention. So for example, like, you know, I don’t know, let’s say you’re a real estate agent or something, you might want to say something like, you know, if you don’t want to sell your first home, don’t even watch this video, kind of thing. Right? So maybe your audience are, you know, attracting second time homebuyers. Maybe that’s the wrong call out. Yeah. So you want to have a strong call out, but then you just want to get straight to the point like show them the value, show them something like I mentioned earlier in the episode that really leaves them in shock and leaves them with like, their mouth open their eyes wide, like, holy smokes, like I can’t even believe that. So, you know, perfect example was talking to a guy by the name of Josh Rosenberg, and he’s also another online marketer who helps you know, businesses and get get their courses off the ground. And he had a client where, like, he shows people how to take better pictures. And all he does is like tell people to stick out their stick up their head from their body when they take the picture. And that makes you look like skinnier and dimensions and all that stuff. Long story short, it makes you look good. When you’re when you when you come out in the picture, that right there, that simple 30/42 exercise is a really good video that you could put out there that people would really resonate with, right. So the other thing I would also include on that is just consider the consider, like, the time to watch, right, so Facebook is a different platform than YouTube, like, people will go to YouTube to watch a one hour two hour documentary or whatever. Like it’s more suited for long term content, whereas Facebook, that really isn’t the case. So for me the maximum of where I want to be, unless you’re just you know, adding a video from YouTube. If you’re starting from scratch, I would say the max, you want to be as five minutes, because you don’t want to video short enough, because I don’t care about short form content. If you’re only investing 15 seconds, I can’t say that that’s a qualified lead. For me a five minute video at 25% That’s a minute 30 someone invested a minute 30 of their life into consuming my content. So that quality of lead is much greater for me. Yeah, so that’s kind of the sweet spot where I want to be.

Chris Davis 38:05
Yeah, you know, you’re teaching me some minute and I’m gonna revisit my analogy here. And I’m gonna, I’m gonna change it a bit. And where you know, I’m putting on my clothes as a child to go outside and play in the cold. You know, when we look at cold traffic, want to go play traffic? I think I’m look, I see it now a little differently in terms of preparation. Right? So part of the preparation we talked about is is just getting some some some video content out that can start to populate your invisible list, like you mentioned. But you brought in this is so good to have these conversations. So listen with Oscar is no novice marketer, I’m no novice marketer. But sometimes you need to hear something that you knew in a different context in a different time to bring it back to relevance. Yeah, man. So when you talked about from the battlefield, it’s like, yes, there is. Why make a guess, when you can have data to instruct and guide your decision making. So part of this preparation of playing in the cold is also you’ve got to create some content. I mean, what is stopping you from? I think it goes without saying I think it’s safe to say this Oscar, every body that is looking to do any form of advertising or lead generation online, should at minimum have a website where they’re publishing content, or some platform I mean, I would it makes sense just for it to be your website. But some platform like you said, if you’re going directly to YouTube, okay, a little nervous about that, but okay, because you can now go look on the back end and see which videos are getting the most likes, which videos are getting the most comments, I take comments over likes, and then say, Okay, this is a topic. I’m now I’ve got my boots on All right, I’m now gonna put my snow suit on, I’m that much closer to playing in the code, and actually having fun and doing something. So, man.

Oscar Garcia 40:13
Let me add to your analogy because I spent my first winter last year, but this was my first one ever. Right? So, cuz like I didn’t know how to prep. So I was watching YouTube to prep on like, how do I shovel snow, right as a Floridian, right? So, so I shoveled snow the first time, and I realized that the snow would get stuck to the show. And I was like, This is annoying, it’s like extra weight. And then I realized, okay, you know, the way I was shuffling wasn’t the right way I was going from from bottom up, but I was trying to scoop everything and throw it. The next time it snowed, I decided to add WD 40 to my snow shovel. Because what that happens is that it prevents the snow from sneaking to your shovel, and it makes it just slide off. So it’s less effort, right? So you can go longer and do more. Right. The other thing that I learned was that it’s better to do top down, right, so like, we have three feet of snow, so it’s better to just do the top layer down and just work your way down and get rid of the snow. Like that. So using video is kind of like the silicone spray. Right on snow shovel. Yeah, um, and the thing is that like, you know, earlier, I mentioned that, you know, I did, essentially a video a day from January to March, and like, I only got X amount of followers. The thing is that, like, what I didn’t mention is that I can now retarget any one of those people that watched those videos, right? Anybody whether they want, whether it’s only 60 people that watched one clip, or 1000 people that watched another, or whatever, I now have something where I can retarget anyone who’s engaged with my content, right. And, again, this is coming from a strategy where the main goal isn’t burnout, the main goal isn’t to create a ton of content, like I just urge people to focus on like, you know, if you’re a professional if you if you know something, and you’re getting asked a question, what’s the one question you’re always getting asked, and start there. Start with that piece of content. And don’t Don’t be fancy literally, like, literally just open up your webcam, maybe have a whiteboard, break it down. Just keep it super simple. Don’t Don’t overcomplicate it, don’t add graphics, but just answer that one question. And then invite people to to comment on your video.

Chris Davis 42:22
That’s good. That’s good. The one question that you’re always in and out, let me add to it. And don’t laugh at me, everybody. But I’m an electrical engineer. And oftentimes, when people hear that the first question they ask is, oh, so you know all about computers? Or oh, you know, all about lighting. I’m like, you know, what, that’s an IT person. And that’s an electrician. I can see out there just asked about him is, and I say that to say, Let make sure it’s a question that’s relevant to your business that you want to answer every one. Okay. And I just want to put that disclaimer out there, because sometimes, no, no, no judgement here. But but sometimes that shortcut that a lot of people go to, they forget to use a little bit of discernment on that and say, oh, wait a minute, I do always get asked that question. But that’s not the type of people I’m trying to generate. Those aren’t. That’s that’s of interest, you know,

Oscar Garcia 43:17
yeah. Now we’re getting into the realm of like, you know, what are your content pillars, you know, and it’s something that like, you know, primarily to help concentrators figure it out, because, typically, like, I always recommend for people who want to productize their knowledge to have essentially like an escaping a rival framework. So I borrowed this from like Frank Kern, but I love the way he did it, where he’s kind of like, what are your people escaping from and where do they want to arrive? And essentially, you kind of build the bridge, right, like four or five steps to build that bridge to help them get across. But essentially, those four to five steps that help them get across are your content pillars, so you can break down each of those sections, even deeper, to then figure out okay, what’s the content you should be talking about, that will then attract the right kind of people, add them into your funnel and essentially ascend them to where you want them to go. So you you hit the nail right on the head as far as like, creating relevant content that’s gonna attract the right kind of people that you want to work with.

Chris Davis 44:06
Yeah. I love this man. I feel more encouraged. Because let me say this and check check the accuracy of this Oscar. I think that at everything that you’ve said, If there’s somebody right now, thinking like man, I need to do I want to do more lead generation, I want to do more advertising. I think it’s fair to commit to a three to five minute video, based on the top question that you’re being asked, or content that you have that’s performed really well. Okay. And committing to $10 a day to start to build your invisible list of viewers on Facebook. Like, right now, you can do that. And guess what, two, three months in what is that? 300 Drew dollars, 600, maybe $1,000 over a few months in, and you’re gonna have some valuable learnings, right now you have something that you can actually more safely test. And who knows, maybe you’ll get some comments on that ad or maybe you’ll see something in the meantime, while it’s running. That better informed you like, oh, wow, wait a minute, let me try something you may you may feel like putting another one real quick. I know where I’m trying to contain these to a certain timeframe. But how do you go about multiple video? Do you? Do you I know that there were one point where you have a different custom a different I think it was campaign, then audience and call to action? I can’t remember the hierarchy. But essentially, you have like different videos for different audiences? Do you? Do you want to do one video and let Facebook optimized the audience for you? Or do you want to do specific videos for audiences and just have multiple running at a time to see which one performs best?

Oscar Garcia 46:02
Yeah, no, that’s a great question, man. And I think for me, like the easiest way to go about it is like, it really comes down to you like Do you have an audience or not? Right? So what I mean by that is like, do you have at least 1000 people on your email list? Yes or no? Yeah. If the answer is no, then we pretty much have to assume that we have no audience. And the reason I say that is just because like in order for us to create a look alike audience, we need to have at least 1000 people. Same thing when it comes to creating a retargeting audience, for anyone who’s watched a video, we need at least 1000 people, right? So that’s kind of like the, the MVP that we’re looking for. Right? It’s like, do we have 1000 people, but then once we have 1000 People like for me, like if I’m gonna go after, you know, essentially people who want to, you know, work with courses, like I already know, I’m going to be targeting like, Amy Porterfield, Frank Kern, click funnels, etc. Like, that’s kind of like my shtick. For my soccer training business. I’m targeting like American League Soccer Association, I’m targeting the American outlaws, which is like the soccer fan group, right? I’m targeting those kinds of things. And then what happens is, once I figure out like my overall, my audience, then I can do multiple ad sets. So on Facebook, it’s like we have the campaign. Right? So the ad set that’s like, all of the ad sets will have the exact same audience that I’m advertising to. And then the only thing that’s different is that the ad is a different video topic. So I might be talking about like how to use Facebook ads, and there might be talking about email marketing, and it might talk about like, I don’t know, omnipresent social media strategy. And then I’ll let those go. So at minimum five bucks per per ad, so that would be $15 a day, if I wanted to do that. And then I will let that run for about two weeks, and then see which video is getting me to that 25% mark, as fast as possible, I would just turn off the other to redirect the funds and go,

Chris Davis 47:49
Man, I love it, I let it listen, I can, that that part about advertising is exciting. Anytime there’s numbers that we can start to tweak and optimize, you know, always get get excited. So I think listeners, if I were to distill this down to your, your next steps, we’ll look at that find that identify that piece of content, create that video, in an Oscar, we’re to the point now where you don’t even have to be the one on the video. You don’t it doesn’t have to be a speaking head. Or if it is you’re gonna have somebody else like there’s so many ways there’s no reason anybody should be like but I don’t know how to make video I don’t want to make bad hair day. None of that is an excuse anymore. But get that going and get your $10 a day ads in place. Now. I know that when I say that I do not mean to be neglect the level of effort that is required configuring Facebook, I want to be sensitive to the reality that that may be a hurdle and perhaps this is a good segue for you Oscar if people want to connect with you and find out more about the strategies that you sell and even potentially reach out to you to help them configure their Facebook if you do that but give give our listeners it on our way out just where can they connect with you and what what can they expect what was such a connection?

Oscar Garcia 49:17
Yeah 100% I mean like first and foremost would be my main website so www.OscarMGarcia.com I treat my email list like family I get my email is my best it’s not like daily sales emails like not giving you 100% Just content bombs and I love the fact that like you know my email subscribers are always respond to my emails. I just say, man, it’s just really good or like, they actually check in on me like hey, Oscar, how’s it going, man, like, you know how to go on Friday went to this event that you went to or whatever. So I love my email is that that’s number one. Number two, though, is I’m in the middle of building a community called Marketing and mojitos. Just because I love marketing, and I love what he does. And it’s a space where it’s not only my expertise, but it’s also like people that I know that I’ve worked with that are coming in. And we’re just trying to create an environment where it’s off of Facebook. It’s in a circle hosted community. But that allows you to kind of share your ideas, share your wins, share your hurdles, but get answers to the questions that you need to move your business forward. And right now, I’m actually in the middle of creating an A to Z Facebook course that shows you how to implement this course. And I’m going to give it away for free for the first 100 Beta members that are in that group. So you can head over to www.OscarMGarcia.com/beta , you could sign up, it’ll ask you for a little questionnaire, knock that out. And then you’ll be invited into the community and you can access the course from there after that. It will be paid. But then first and foremost, I love pocket podcasts too. So you can definitely check it out at the OMG show on either Spotify, iTunes, wherever you listen to your podcasts, and just reach out to me on Instagram at at marketing with OMG.

Chris Davis 50:58
Yeah, we appreciate that Oscar, one thing I want to let all of my listeners know is I just made this decision. By the way, I’m going to extend an invitation to ask her to come and do a private training you have to be connected and have your community membership in order of walking through what that would look like. Give us the weather. Oscar, we’ll figure it out. If we want to take an account from scratch or just go into your account and see okay, I took this video I uploaded it here this is I have a configured I’m going to

Oscar Garcia 51:32
be one of your members, man. Alright, one of your members, see if we can do with that. And we’ll set up

Chris Davis 51:36
so we’ll do that’s what we’ll do. So everybody makes sure make sure you remember, come on that we we’ve got some heavy hitters. And again, this is going to be screenshare you’ll be able to see step by step pause on everything. Oscar man, I cannot thank you enough for accepting the both invitations of coming on the podcast. And then of course, just extending that value to the to the community. Man, this was such a great podcast, you’ve reinvigorated a fire for me to just keep it simple. And just add on as need be. There’s no need to go hire a big agency right now pay $10,000 Everyone, not knocking those agencies, but most people are not ready for that. Do what you can do where you’re at? Grow into necessity. You know, last word. Right. So Oscar, thank you for coming on the podcast man. Greatly appreciate it. listeners. Thank you for listening. I appreciate your support. And everybody, everybody. Automate responsibly my friends. Thank you for tuning in to this episode of The all systems go podcast. If you enjoyed it, make sure that you’re subscribed at the time of recording the all systems go podcast is free to subscribe to and it can be found in Apple podcasts, Google podcasts, YouTube, or wherever you get your podcasts new episodes are released every Thursday. So make sure you’re subscribed so that you don’t miss out and while you’re at it, please leave us a five star rating and review to show some love but also to help future listeners more easily find the podcast so they can experience the value of goodness as well. We’ve compiled all resources mentioned on the podcast, as well as other resources that are extremely valuable and effective at helping you grow your marketing automation skills quickly and you can access them all at allsystemsgopodcast.com Thanks again for listening. And until next time, I see you online. Automate responsibly my friends