Podcast Description

Sure you want to make a living with your business, right? But if you’re like most entrepreneurs, you want that income to happen as a result of your business having a positive impact on your chosen community.

Whether your community is your local neighborhood or the world that’s up to you. Either way, you need to employ these 2 secrets to make it happen.

Luckily, thanks to the internet, social media, and the technology that you carry in your pocket it’s easier than ever to take action on these 2 secrets in order to get your business on the right path to growth and impact.


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The 2 Secrets You Need for Your Business to Have Growth and Impact Starting Today

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The 2 Secrets You Need for Your Business to Have Growth and Impact Starting Today


Teaser: Today, we have, let’s say, the privilege and also the luck that we can actually create content very easily; from cell phone devices to recording devices that we have all over the place to platforms that give you information about what your customers and potential customers are looking for.

One platform that I talked about several times before, if you want to find out what content you should create for your potential customers, your potential audience, you can go to a place like…

Intro: Welcome to the Facebook Marketing Ninja podcast. My name is Jimmy and I’m the Associate Creative Director for Manuel Suarez here at AGM.

And before we jump into today’s podcast, Manuel wanted me to tell you that now you have the opportunity to learn the same marketing skills that we use every day here at AGM Marketing to help big and small clients alike. They’re all available inside the AGM Ninja Lab. And right now, you can try out this online skill-learning platform for a full week for just $1.


Go to agmninjalab.com/trial today!

That’s A-G-M-N-I-N-J-A-L-A-B.com forward slash trial. Head over there and grab your one-week $1 no-obligation test drive today.

Sure. You want to make a living with your business, right? But if you’re like most entrepreneurs, you want that income to happen as a result of your business, having a positive impact on your chosen community, whether your community is your local neighborhood or the world, that’s up to you.

Either way, you need to employ these two secrets to make it happen. Luckily, thanks to the internet, social media, and the technology that you carry in your pocket, right there.

It’s easier than ever to take action on these two secrets in order to get your business on the right path to growth and impact. Check it out.



In 2014, which is basically when I was starting to… I started to learn about the Facebook advertising platform, a lot of brands were actually doing some incredible things organically and they built some powerful social media channels, just organically.

At that point, there were a lot of pages that did not even need to invest money in advertising. And that was actually something that, it was doable.

In 2014, the algorithm changed. Facebook needed to make money. They are a publicly-traded company. They do have investors, meaning that they are required to make money or else they plummet and they stop growing.

It’s what it is guys. I mean, they’re also running a business. If you guys are here with me, you are running a business. You need to make money. If you don’t make money, guess what, you get shut down, right?

The thing doesn’t operate anymore without income.

Cash is oxygen. Cash is life. You need it to keep on expanding. That’s just the way it is, right?


Facebook needed to make more money

What they did was they, for many years, they invested heavily on capturing attention and they got billions of people.

I mean, usually, when you say billions, you’re exaggerating, but not in this case. They actually got billions of people to get really obsessed about using the platform actively for their own entertainment.

Once they did that, they gave us advertisers and brands the ability to reach them. And that’s what I’ve been doing since 2014.

I’ve been paying money through my brands and my clients to Facebook so they can actually put my messages in front of them, in front of these people that are using the platform.

And in 2014, it became something that it was mandatory now.

If you wanted to grow in social media, if you wanted to have a following, if you wanted to be able to create an impact, in the current environment, you had to give Facebook some money.

People were complaining and while they were complaining, I was actually riding the wave, the advertising wave.

And those are one of the things that I want to clarify with you guys today because it’s a very different thing to be a content creator to… Versus being an advertiser. Okay?


Content creation and advertising are two separate subjects

That’s just a reality. If you grab your phone or your camera or your video recording device or wherever it is that you have going on, and you just record content all day long, I mean, you can literally be recording content 16 hours a day. Okay?

I hear some people talking about just do a lot of content, just do a lot of content.

Sure, it’s important. But if you do content all day long, let’s say 16 hours a day for two years in a row, there is a likelihood that nobody will ever pay attention because you’re not figuring out a very important element to content creation.

And that is distribution of that content.

Those are two separate subjects. It’s two separate arts.

You need to know how to create content, how to talk to a camera, how to talk to a microphone, how to take pictures, how to write articles, you need to know all of that.

But now, you also, together with that need to learn how to distribute that, how to get that message in front of people so they can actually be engaged with your brand.

So that’s something for you to keep in mind overall, that it’s not only about content creation.

Both elements are really, really important.


If you don’t pay attention to both of them, you’re going to fail!

Let’s say that you get really professional as an advertiser and you master the Facebook advertising platform and you’re a genius and you know how to use the Facebook business manager.

You know how to use Instagram, you know how to advertise like a maniac. You’re so damn good at it.

But then, you have a lack of content. Well, you’re also not gonna make it guys. That’s just a reality.

Because content is going to be required for your ads to be able to eventually give you a positive return on the investment.

So you have to be able to get really good in those things, both of them, actively. And that’s what I talk about consistently.

I want you guys to talk about, to learn about content creation. And I want you guys to learn about advertising that content, getting that content to be seen by many people out there.


Organic Content

Just in case that you are pretty new in this advertising world, in case that you are from another language and English is not your first language, I don’t know if you know what the word “organic” means.

Organic simply means that in the advertising realm, that you are not investing dollars to get it seen by people.

It’s occurring in an organic fashion, meaning that you are not putting energy, financial energy behind it. That is organic content.

If I have a Facebook page and I pull out the app, okay. And once I pull out that app, I open up the publishing option, the button. And I put something on it. Let’s say a picture. Let’s say a video. Let’s say, you know, I write an article. I write a post or whatever it is. If I publish that, that is going to go into my Facebook page organically.

Let me tell you something, guys. If you understand the value of this, then you will use it consistently.

Because remember…


This is something new!

Facebook is free for you to use and for me to use.

How cool is it that you can actually have a media platform like Facebook, like Instagram, that you can actually simply pull it out and publish a message for free?

Do you know that that’s something new in this world? It’s brand new.

Like you never had the opportunity of grabbing a newspaper, a radio, a magazine, a television ad or something, and put it out there for free. You couldn’t do that.

This is a brand new phenomenon of this current world. Why are we complaining about the fact that we don’t have organic reach like we used to? It’s a free publication!

The fact that you have 2, 8, 10%; you should be celebrating that because at least you have something. You can keep on doing it actively, right? The point is that organic content is still really, really valuable.


Paid Advertising

But you need to master the distribution of that content. Paid advertising for that content. You have to do it actively and efficiently.

And if you do this actively and efficiently, your business will eventually grow.

That organic content gets better and better and better along the way. And more people will see it.

That’s something that we saw through the social media channels that I’ve created from Dr. Berg to my own channels, to my dad’s channels. The more that you put out there and the more consistent that your content gets, the more active that you actually show that you are, that actually feeds the algorithm.

So if you have a thousand followers and you get the content seen by, let’s say a hundred people, you got a 10% organic reach overall. That’s what we got going on right now.

We’ve got anywhere from two to 10% organic reach.


One thing to note about this!

The better your content is, the more that people like it, the higher organic reach you’re going to get overall.

So if you have content that is being loved by people, that is being shared, liked, commented, is creating a lot of engagement, then, people are going to engage with it, share it.

And then that’s going to help you find more people to share this content with. And, organically is going to get a higher, higher reception overall.

If your content is not being liked by anybody, is not being accepted by anybody, nobody’s commented, nobody’s doing anything with it, then the organic reach depletes.


It goes down dramatically,

and now you get penalized!



And if you have a thousand people, then you’re going to get, if you’re lucky, you’re going to get 20 people to see it. 2%, right?

That’s what we have when it comes to organic reach overall.

But, as you grow both in your advertising efforts and your content creation, the quantity of it, that organic reach is actually eventually going to snowball and continue to snowball.

I have an example. My own content. Right? I am going really heavy on Facebook, on Instagram. I’m going really heavy on YouTube. I’m going heavy on LinkedIn.

And the effect of putting heavy content out there does not happen overnight. And this is the organic content not paid advertising.

This takes a long time guys, and you got to keep on doing it. It’s just like building a business. You’ve got to keep on putting it out there and putting it out there and consistently putting it out there.

Today, we have the, let’s say the privilege that, and also the luck, that we can actually create content very easily from cell phone devices to recording devices that we have all over the place to platforms that give you information about what your customers and potential customers are looking for.


What Content Should You Do?

One platform that I talked about several times before, if you want to find out what content you should create for your potential customers, your potential audience, you can go to a place like answerthepublic.com.

Answerthepublic.com is a great place to find out what people are asking about your brand. And you can create content about that because when you create content about that, people are going to slowly generate interest about it, and it’s just going to grow.

And not only that, what you do with this organic content is that you can now grab it and figure out which content is being accepted the best, which content is being liked the most by people. And now you can put some advertising dollars behind it.


Let me get you ready for one thing. This is important to understand.

In 2014, the algorithm changed, right? Organic content in Facebook plummeted, right?

Overall, we went from having a 40% organic reach to now getting under 10% in many cases.

Facebook started forcing advertisers to actually invest dollars to get their brands, to be seen by people. That’s what happened in 2014.

In 2018, early last year, a year from today, a year ago. Okay. Facebook also created a panic in the community of advertisers because they rolled out this update in which they, even Mark Zuckerberg came out and he talked about that, that what he wanted to do was actually go back to providing a family-friend-oriented platform in which content from friends and family had actually priority over content from brands and advertisers.

This created this enormous confusion in the advertising community. Okay. Which is good for us.


What did I do?

Actually, I took advantage of that because while people were panicking, I was jumping all over that. And I realized that it became actually a better opportunity for us because people thought that it was something that was damaging the platform.

What Facebook did was that they actually, in 2018 started adjusting their algorithm to make sure that the organic content, that people are posting, friends, family, and brands, that friends and families are senior over brands.

So that meant that you as a brand, as an advertiser, now even more than in 2014 had no choice, but to learn how to advertise on the platform.

The organic game of being able to create this incredible organic monster snowball machine for your brand was over.


If you only depend on organic content, then you are going to die.

That’s just what happened with this whole change in 2018.

In my case, I kept on surviving. In my brand’s case, we kept on surviving because we focused on creating advertising monsters.

Meaning that we focused on giving money to Facebook so they can continue to help us find our customers. Facebook was not going to change that algorithm.

Remember: Facebook’s money comes from directly advertising.

That’s how they make their dollars. Over 95% of Facebook’s revenue is advertisers like you and me that actually give them money to advertise on their platform.


Remember: They are an actual publicly traded corporation, which means that they need to make money.

Do you think that they are going to sacrifice the money that they’re making? No.

Everything that they do, all the changes that they do, all the updates that they do, they do them to protect their user experience.

So the users stay on the platform so that advertisers can actually advertise their products and services on it. Because if users jump off the platform, Facebook dies. That’s what you guys do not understand.

It’s important for them to actually have users feeling comfortable and happy with the platform, being engaged. And trust me, they have done so. And they have done so very well.

No matter what pandemonium we’re going through, no matter what noise, no matter what’s going on out there, guys, people are still actively using the platform.

2.4 billion people, almost, are using the platform actively every single month.


So, the numbers don’t lie

Facebook keeps on expanding and it keeps on being a power player. But you need to somehow understand that your brand and business has to carry with it a combination of organic content and paid advertising for that organic content, a combination of organic content with advertising.

So you do have to understand the Facebook advertising platform.

In that platform, you’re going to understand the Instagram, the Messenger, the WhatsApp, and the Facebook world.

Dominate Facebook business manager.

Get good at it.

Improve your ability to advertise on it.


If you do so, your organic content is going to be more and more important every step of the way. And you’re going to see more people seeing it, more people, engaging and more people overall participating and connecting with your brand.

Hey guys, it’s Jimmy again. I hope you enjoyed this episode of the Facebook Marketing Ninja podcast. If you want to learn more advanced Ninja tactics to grow your business and master social media marketing, then sign up for the Manuel Suarez coaching program by heading over to our website, www.agmninjalab.com.

That’s www.agmninjalab.com!


Thanks for listening! I hope you enjoy the podcast!
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