#19: Miles Beckler, entrepreneur and content creator, shares his story of going from a broke college kid to growing a multi-million dollar online business.
Miles also digs into his strategy for building profitable affiliate sites, as well as his latest techniques for getting massive returns on facebook advertising.
Miles: I think building a successful business online is actually a three-year plan. Doing how far can I get, how fast can I grow in a year? But I’m absolutely going to build this out to another asset for my digital business and keep just documenting that process because there’s too many people selling false dreams, false hopes. Oh, it’s easy. Just click this button and do that. This hack, that hack. A lot of people focus on the tactics and I’m much more strategy-driven and process-driven because once I build this site out, I’m having it built by a team. They can go deploy site after site after site because the systems we use to build this one I can leverage and deploy. I can go into the next niche and the next niche and the next niche. And I could literally build a portfolio of these sites and that’s me re-investing monies from my other brands looking at life like an investor, kind of a new age digital investor
Josiah: That was Miles Beckler, entrepreneur and content creator. And in this episode he shares his story of going from a broke college kid to growing a multi-million dollar online business. Miles also digs into a strategy for building profitable affiliate sites as well as his latest techniques for getting massive returns on Facebook advertising. There are so many valuable takeaways in this episode and I can’t wait to share it with you. So let’s jump in.
Announcer: You’re listening to the Content Heroes podcast, where entrepreneurs, marketers and creatives share how they build profitable businesses on their own terms by creating content online. And now your host Josiah Goff.
Josiah: Welcome to Content Heroes, everyone. I’m here with Miles Beckler, who is an entrepreneur and content creator. I learned Facebook ads by watching his YouTube videos. And so I’m really excited to have this conversation. Miles, thank you so much for being on the show today.
Miles: Hey, man. Absolutely my pleasure. Thanks for having me on and looking forward to bringing some value bombs for your audience.
Josiah: Awesome. So let’s start with your origin story. Cause I love the story of how you got started with your business and the journey that you’ve taken.
Josiah: To get to where you are.
Miles: Journey’s a good word for it. We’ll back to like 2003. I was doing college radio at a community college in the San Francisco Bay area where I grew up and I always had to go to work. My program director, who was another student, I was a promotions director he wanted me to spend more time at the station and I was like, man, I gotta keep crossing that bridge. I gotta pay the bills. And he was like, let me show you this thing I got on the side and he essentially taught me how to do affiliate marketing on Myspace. I was doing it completely wrong. I was literally direct linking people. I was adding no value. I wasn’t bringing anything, there was no heart, right? I was bringing no soul to the table at all. Tom sold Myspace to Fox News, turned off my links and I literally went from making three, four grand a month to zero overnight. But in that moment, internet money became real. Right? I got checks in the mail from this internet thing, like the whole world became very real and I got absolutely obsessed, but I realized I had done some things wrong from that period until 2009 I had something to the tune of 13 failed business attempts to try to figure out how to get things going on. And in that time I was always focused on like, how can I get some money? How can I get this internet to give me money? How can I go get from the internet? In 2009 I met my wife who she’s now my wife. At that point we had just met and it turns out we were both meditating a lot. She was coming off of playing college basketball. She, played D1 basketball on a full ride scholarship and I was just finishing up college. And we knew we didn’t want to go through the workforce and we both weren’t really loving our lives. We were meditating a bunch and we decided to co-found a website in 2009 that was focused on sharing the benefits we were getting from meditation and our curiosities in the world of spirituality. And at this point in time we shifted the focus to, you know what? This stuff’s helped us. Let’s just give to the world. Let’s just talk about what’s helping us. Let’s just share. Let’s make meditations real. Let’s just give, instead of trying to get. Turns out now we’re 10 years into that website has brought a millions of dollars. In 2016 I began, so that’s seven years into growing this business. We had made our first million online at that point. I started teaching everything I did and we did to grow that business. 100% for free on YouTube and this was me being confronted with this, this question of like, man, I’m a behind the scenes guy. I thought I was, you know, pay-per-click and I do Facebook ads and I do the funnels and I had all the conversion rate optimization and search optimization. That was me, but my wife is that brand. And I got challenged at a personal development conference, Kyle Cease – Evolving Out Loud, is what it was called. It was a two-day conference at the end, he said, do something that scares the shit out of you for 90 days straight. And I was like, man, I’ve got to teach this stuff. There were a bunch of people selling courses that were rubbish and I just had this negative belief that I’m not a content creator. So August 22nd, 2016, wow, I remember the date, I put in my first video and it was terrible. And I put on my second video the next day I did 90 videos in 90 days. I actually did a 120 videos, 120 days and the growth was pretty slow, but it’s normal. I’ve seen it over and over now. Right? The growth, we want the growth faster. We want the compounding faster. At the three year mark, I had published 550 videos and I’ve got over a hundred thousand. Right now, I’ve got 120,000 subscribers on YouTube. I just pouring my heart and soul, giving everything I know for free on my YouTube channel. And then that brings us today we met at a speaking gig I had because of the cool guy named Troy who I met and you’ve interviewed him. And here we are.
Josiah: Oh, that’s so awesome. I had those same stories going into this podcast of, I haven’t considered myself a content creator, but I knew I needed to put this show together and I had no idea what I was doing, but I’m like, I’m committing, I’m going to do it and we’ll just see what happens. And then once I did it I’m like, oh wait, I’m a content creator now. And I love it. Like it’s so much fun. And I remember the first time when I put the show, like we published the show and I realized people are actually listening to this thing and I had this sort of aha moment of like, Oh my God, like real humans. Yeah. And there before there was nothing there and now there’s something there and I helped bring something of value to the world that’s like other people are getting value from, like man, I was sold from that point. And so it’s been a blast.
Miles: It becomes addicting. And I think.
Miles: Everybody, a lot of people want to see the whole path before they start, right? And that’s just not how our world works. Like we can see the step, like you were like, okay, I’ll do a podcast ’cause man, I feel like I should do this and dah dah dah. And then the ego mind is like, Oh, you don’t know what you’re doing and you’re not an expert and who are you to step up when there’s all these other people already doing it. And when we persevere through that and we just start like there are no new messages in this world period. Like nothing. I’m putting up some new, nothing my wife’s put up, but there are new messengers. And some people just don’t resonate with me. They find my YouTube videos, they’re like, who is this dude? Like, thumbs down. I’m out. But there’s other people who love my style. I’m very direct, no fluff. I’m showing on my computer how to do and there are people who are just like, dude, thank you. You should like, step by step by step every step of the way. So it’s like, man, once we break through and we get going and you sure there’s money in this game, there’s actually, it’s extremely lucrative to be perfectly honest. It’s that feedback from people of like, like you just said, like I helped you figure out the Facebook ads game. And like Troy even said that, too. And it’s like, man, I just randomly. In a basement of an Airbnb I was in, decided like, you know what, I’m going to teach Facebook ads. And I just went through piece by piece, step by step and taught all the bits and pieces I was doing. Hundreds of thousands of people have been able to improve their advertising from that. And it’s like, damn, that’s, I dunno. It’s fulfilling on a level that money will never get us to. And I think it’s like, you know, sole mission on this earth and whatever you want to call it. There’s a greater reason why we humans are here and I think it has to do with helping others. And when we align with that, life gets way more enjoyable. And the byproduct of helping lots of people, is income, is abundance. It can be very lucrative.
Josiah: Yeah, absolutely. One of my mentors says that money is the barometer, that it’s an indicator of the impact that you’re making in the world. It’s not, that’s not the impact you’re making. Yeah.
Miles: Right? If you’re not making as much money as you want to be making right now, that means you’re not actually impacting, touching the lives of enough people. And the transformations you’re helping with them with aren’t that valuable. Right? Like, we can help people with higher value problems. How do I do Facebook ads is a relatively high value problem? And then we have the option and the ability to scale. So like through YouTube or through podcasting or through blogging. And my wife’s website reaches something like 8 million people a year. She’s had like 35 million people on that website. Like that’s a medium-sized country. Like it’s an astounding number of people. The miles Beckler blogs reaching 90,000 people per month right now. Like imagine a retail business, they got 90,000 people poking their head in and be like, what’s going on in here? Right. Like that would be transformational for like almost every retail business. And the rent on that property would be so massive. And we can like build it through content, through giving, through just sharing and like, it’s also important to realize that there are so many sub-niches like racing drones, there’s this one lady, the Granny Gamer on YouTube, she got like 500,000 subscribers. She’s 84 years old. She’s playing Skyrim and like actual like PC games. And she just broadcast herself playing. She’s like, okay, grandkids. And like hundreds of thousands of subscribers. And there’s a dude in Australia who, Primitive Technologies, he’s like literally building mud huts and building mud kilns, 8 million subscribers. Dude’s making like, like it’s insane. So it doesn’t have to be about marketing or business at all. Like, there’s, it’s everyone’s just so all in on their passions. I got one lady, she’s a student of mine – quilting. She’s in her sixties, and she’s teaching people quilting. And she’s blowing up because she’s just being helpful and teaching people how to quilt.
Josiah: Oh, I love it. I’ve seen those primitive mud hut videos like pop up on Facebook and there’s so interesting.
Miles: And it trends…It is, and it’s like meditate. He doesn’t talk. And it’s, so here we are in the technological age. We have super computers in our pocket. We’re hyper-connected and this dude goes out in the woods and he’s like trying to elevate from the stone age to the iron age is essentially what he’s doing. He’s actually trying to make iron now from finding the bacteria and the creeks. And 8 million people are watching this dude transport back in time to when we were like stone age and iron age creatures. And yet we all have like supercomputers in our pocket. And it’s the irony and that is beautiful and that’s where we are today. And everybody’s just geeking out on their personal things. And there’s content creators who are just talking about the sports teams that they love, who are just talking about the video games that they love, the Fortnite folks and whatever it is they love. And man, when you get engaged and in that process of creating content on something you love, interviewing people about something you love, being all about it all day, every day, other people can feel your passion for it. They love listening to it ’cause they all got commutes, they all go to the gym, they all walk the dog, they’re listening to podcast, they’re listening to YouTube channels in those times. And it’s awesome man. Like everybody loves it and it’s all positive and you get the occasional troll and, but that’s part of the game. And the byproduct is quite the business.
Josiah: Absolutely. So one of the things you’ve been working on recently that I’ve been following along with is this affiliate marketing site that you’ve started on. And then what I love about this is in true Miles Beckler style, you just lay it all out there. This is everything I’ve been doing and you don’t hold anything back. You show real numbers. So can we talk through what that project has looked like and why you started it?
Miles: For sure. Again, my wife and I started a website, a blog on WordPress in ’09 and that thing gets massive traffic. Then I started my YouTube channel, which is just another form of content. The only reason I do YouTube is because I hate writing. It was easier for me to just brain dump an idea on videos. So I went with YouTube. So my wife’s business took, I would say about five years to get to the 10 grand a month mark. The Miles Beckler YouTube channel took about 18 months to get to that mark. I was sharing the process of growing that and everybody was like, yeah, but Miles, like you’re a personal brand like you. You brought all this expertise to the table. You started making money. Like I was making money online for 13 years before I started the channel. And they’re like, what do I do if I’m totally new. If I don’t necessarily have an expertise and I don’t want to be on camera. I don’t want to be the face behind the brand. So this is like the most difficult challenge I’ve taken on, which is how do I build, can I build a website that’ll generate three grand a month? Because for most people you can live pretty like three grand a month will change the game for a lot of people, at least on a side hustle mode. And in some areas you could totally live comfortably on that in a dual income kind of family situation. So that was the theory. The idea was can I build it out from scratch? Went into a niche and a space that I’m not an expert in? Just kind of chose something that I know about and have affinity of. I’m not revealing the niche and the actual content because I have a lot of people literally copying, swiping, and deploying, literally plagiarizing my content already. So at some point I might reveal what it is, but it was just a random thing. I was like, yeah, I know enough about those to kind of start. And we just started back from zero again. It is tough being at the zero point and starting. It’s all of the work is front-loaded. We gained the value and the benefit from compounding results from our efforts. So that just means it takes a lot more time and energy upfront to get the ball rolling, but once the ball is rolling, the momentum starts to show up. And every 30 days I’m doing kind of a look back on my YouTube channel where it’s like, okay, here’s how much we published. Here’s the big challenges we we got in and here’s how I overcame those challenges. I really don’t want it to be just a numbers thing because it’s more than the numbers. As someone builds content becomes a content creator, whether you’re an affiliate, whether you’re selling services, whether you’re selling courses, you’re scaling up, you’re learning new skills and these skills are incredibly valuable and you become a more valuable person. And that’s really the key. So that’s why I’m always looking at like, okay, this is challenging, this is not get rich quick. This is grind it out, build an asset that can generate cashflow for decades. So the result is worth it. The juice is worth the squeeze, if you will. And then I’m just brutally honest about how difficult it is, what we’re working on. We had challenges with like, I’m not going to write the content. I, as I said earlier, I hate writing, so like hiring writers and how do I get the writers to create the kind of content I want. And there’s just all these little bits and pieces and every month I’m just doing a deep dive on, okay, here’s what we are and like, so I’m at month seven and I’m pretty sure everything I did through months one through seven should have been done pretty much months one and two. Right? And I’ve done this before and it’s just, that’s how difficult it is. Like hindsight’s 2020, I think Steve Jobs said you can only connect the dots when you’re looking back. And so the smartest thing we ever did was started, right? Because once we started, we got on a path and we did the best we could and messed a couple of things up and then we overcame that and did the best we could and and on and on and on. And now looking back, I’m like, damn, if I would’ve gone like step one, step five, step nine, that could have just been one, two, three and I can be way farther ahead. But I didn’t know it in the moment and I didn’t wait to learn the right way ’cause there is no right way other than just fumble forward. So at this point it’s starting to earn income. I think this month it’s actually made something like $50 already and we’re only 15 days into the month. Last month I made $5. So we’re starting to see like the traffic is compounding, the impressions are compounding, the systems, I’m very big on systems. The content systems are all running really smoothly and now it’s, you know, we need to grind this out for one, three, five years. I think. I think building a successful business online is actually a three-year plan. Doing how far can I get, how fast can I grow in a year? But I’m absolutely going to build this out to another asset for my digital business. And keep just documenting that because there’s too many people selling false dreams, false hopes. Oh, it’s easy. Just click this button and do that. This hack, that hack. A lot of people focus on the tactics and I’m much more strategy driven and process driven because once I build this site out, I’m having it built by a team. They can go deploy site after site after site because the systems we use to build this one, I can leverage and deploy. I can go into the next niche and the next niche and the next niche and I can literally build a portfolio of these sites. And that’s me re-investing monies from my other brands. You know, this is looking at life like an investor, kind of a new age digital investor in my personal opinion.
Josiah: Oh, I love that. So I’m really curious, you know, going back, having started and grown a really successful online business and then going back and starting from scratch, what are some of the biggest things that you’ve learned?
Miles: Yeah, a third time, right? It’s hard. Like there’s a lot of internal dialogue. There’s this period, I think it’s month three through six is the danger zone for most people. And I think I did like my month three update was titled like, this is where most people quit. So the first month you’re like, charge, I could do this. Like, I’m all fired up. Yeah. I’m committed. It’s like new year’s resolution. We’re recording this on January 17th. So it’s like, you know, everyone’s all fired up with their new year’s resolution and how are you doing with that on January 27th, buddy? So, it’s like you get out of that honeymoon phase and the work kicks in and it’s like, damn, I essentially need to write 300 blog posts. And they need to be great blog posts. And then I need to do outreach for the blog posts. And there’s research and there’s like, it’s just like, damn. And you just finished. I dunno, post number 22 or 17 or 35, whatever it is. And it just feels so far away. And that’s, that’s the law. And that’s when people start to look for shiny objects. That’s when people start to look for, maybe there is some secret, maybe there is a shortcut. The truth about shortcuts is that shortcuts lead to long delays. The only true shortcut in this game is to work on one niche, one brand, be of service to one audience for three years straight. And it’s a lot of work. Like even as somebody who’s built, I built multiple brands, I built, I mean multiple, multiple millions of dollars of revenue through content and selling things as affiliate. And as a content creator, it’s still damn difficult. Like, it just ain’t easy. But with that said, I want to make sure it’s clear that the lifestyle can create, I’m about to go on a six-week trip. I’m about to go Panama, Belize, and then down to Peru. I’ve got do bunch of paddle boarding and surfing and hanging out on the beach. And I’m gonna go to or up to like the Sacred Valley to Machu Picchu and like all make you know, three, four, $5,000 a day, every day pretty much during this whole trip, whether I check in for 30 minutes or I don’t. And that lifestyle freedom is worth it. Like where else can you get that? And most people like you’re going to be working, you may be doing something for the next 10 years, 20 years of your life, anyways. Like why not work on a project and within a world that’s going to give you the potential to have that kind of upside, that kind of lifestyle potential. And it took a lot of sacrifice to get here I think is another thing we’ve noticed and it was worth it in the end. I guess a final note is you can’t outsource your push-ups, right? If want to get ripped, you gotta hit the gym. You got to do the work. And so my whole goal on this was I’m going to use money instead of my time because I’m so busy with my other businesses. My wife’s business is cracking, still do it. I run all our Facebook ads. I spent hundreds of thousand dollars in Facebook ads. And so I’m still super busy on my like real business is, and I’m just using money and it’s, there’s no automated passive income. There’s nothing passive about this world. It takes a lot of work, but it can create residual rewards once you build it up. Correct. And that’s what we’re after because once you get that residual up and your residual income is so high, even, I think I’m just going to go to Bali for a month and then pop it into Thailand for a couple of months and just roam around. We did four years with no home base and it’s like, I guess amazing. It took seven years of ridiculously hard work, of giving up a happy hours and no barbecues on the weekends. And just literally like every morning, I woke up at 4:30, 5:00 o’clock every morning. I worked until eight, until I had to go to work. I come home, I’d eat dinner and then I worked for another four hours when I got home. And I did that for five years straight every Saturday. Every Sunday I put in 10, 12 hours every single Saturday and Sunday ’cause I wanted that bad. I grew up poor, I was tired of being poor and I was just like F* it. I got to figure out what wealthy people do and I just went all in on it. And it took, it took that much energy. And I think that’s one of the big a-has is even if you’ve got the skills, it just, it takes a lot of life, energy, time. It doesn’t have to be money. It can be time and energy, but either way, money can be a replacement for those, but it takes a lot of life energy from someone.
Josiah: Yeah, absolutely. And that goes back to the conversation we were having before of a value exchange, right? You’ve got to put something out first before you can get something back.
Miles: That’s it. You’ve got to go help other people. You got to build trust. And who do you trust? You trust people who help you. Right? So how long does it take to build trust? Well, I don’t know. It can take a long time, right? Cause the Google’s got to pick you up. Google’s got to trust you. Your content has got to get better. That just takes doing it over and over. There’s all these little things that have to line up and it just takes time to dial in all those bits and pieces.
Josiah: For sure. So I’m curious, what’s your approach to creating content? Like what does that strategy look like for you?
Miles: Yeah, great question because I think everyone needs to tune into their own personal DNA, right? My style of creating content is different than your style of creating content, which is different than my wife’s style of creating content. And that’s okay. And when people are trying to create content that’s not in alignment with their personal style, with their personality, whether it’s that 16 personalities test or the Colby test, whatever you are, your personality type. If you’re trying to create content in a way that’s not in alignment with that, you’re not going to do it. You’re not going to keep showing up. It’s not going to be great. So example, my wife just blew it out of the water with her blog. She did like 400 blog posts in the first three or four years on her site. And her traffic just grew, grew, grew. So I’m looking at this like, okay, so clearly I have to blog in order to grow an audience around the Miles Beckler brand. So I’ve been trying to blog in variations since 2012 and I just, I hate writing it. I think I had some English teachers in high school that like just talk smack about my papers and like, I dunno, I was a good student, but it just felt good. And it’s really the rewriting and the editing and the punctuation and the like. I just don’t enjoy that. So I started and stopped so many times. I tried for like four or five years and just never made any headway at all. Then I was like, what if I just do videos? And I literally took my cell phone and I got a little, uh, like a selfie stick holder that hooked onto a tripod. And I essentially put my cell phone on a tripod. I clicked record and I spoken to my cell phone, not even a flagship phone. Just a generic regular phone. I got a $40 lavalier microphone that plugged into it and I just started talking. And by the end of the first video, it was like, wow, that was easy. Like I did it in one video, did it, one take, I don’t need to edit this thing. Huh, okay. So I found the method of creating content that was relatively easy for me. It was still, it’s still made me nervous. I still, my first videos. I’m very tight. I’m not very loose. I wasn’t very animated, but that’s, everything has a learning curve. Right? But I found the right medium for me. Now you it’s like podcasting, interviewing, that’s a skill, right? And some people might just like, yeah, they love talking on the phone back in the ’90s and whatever. Like when we did the phone thing and, and like that might be a great style for some people. Or if someone’s like, man I really love this world of racing drones but I’m not a racing drone expert. But I just love that world. Like you could start a racing drone podcast and interview all the racing drone racers. You could interview the best builders, you could interview the people who run the biggest YouTube channels on racing drones and you get to learn. So it’s almost like an internship. You get to ask them questions and you get this like kind of credibility by association, right? Cause it’s, it’s you and them on the podcast. Everybody knows them. So now people are gonna start to know you. And that’s a great way for the right kind of person. But again, if talking to someone you don’t know scares the hell out of you, that’s the very opposite of the right way to build for you, right? If you like to just sit home and bang on the keyboard and you love writing and crafting the written format. So that’s the big key is what is your personal content creation software? Me, it’s like come up with a topic. I do a little tiny bit of keyword research. So I come up with an idea like I’m going to make a video about this idea. What’s the difference between an asset and a liability? And then I’m gonna go to the keyword research tool. I’m gonna figure out what are people searching for that is about the same thing. How do I name it? And then I just go, I turn on the record and I do it all in one take because I hate editing. If I have to edit it, I dragged my heels, I don’t get it done. So I force myself to do everything in one take. I clicked done, I upload and I’m done with it and I’m onto the next. A lot of people can’t do that. And that’s okay because that’s what worked for me. So it’s like starting and that’s where I love the 90 day challenge of doing like a piece of content today, every day for 90 days, is it just forces you to iterate so often, so many times in a row that like by the time you hit week four, week five, week six, you’re like, okay, I kind of found my flow. I kind of found my style, my way of doing it that kind of works for me. And if we don’t condense that learning curve down, if you’re doing one post a week for, you know, how long is it gonna take? 90 weeks is almost two years. It’s like snowboarding. If you’ve ever tried snowboarding, so someone who goes up to the snowboarding resort once or twice a season, you’re never going to get the hang of it. You’re never going to get beyond that falling a lot phase. But if you go move right next to the ski resort and you go up every day for a whole season, you are going to rip. And it’s because of condensing down that learning curve. And I’ve tried to take that philosophy to content creation.
Josiah: Yeah, I love that. That’s great. I’m a terrible snowboarder and I say that because I’ve only gone once. I was chaperoning this a youth group trip. And I let these kids talked me into going up with them without like going on the bunny slopes or anything first. And they of course took me up to like the hardest place. And then just let me go. And it was, you know, two hours of falling down the mountain constantly.
Miles: Pretty much, you know, and that is, that is how we all learn, right? Like look at a baby who learns how to walk and nobody’s like, Oh, I’m going to give this child three months and if it doesn’t work, then, then the kids are just never going to walk. Like no one would ever say that. But yet we do that with our businesses, right? We do. If this YouTube channel doesn’t start working in 90 days and I’m quitting on it and it’s like, well, you’re just a quitter. Like by nature it’s like it takes that germination if that kid’s going to learn how to walk whether, it takes them three weeks, six weeks, nine months. It doesn’t matter. It’s that kind of like focus and that’s where having a niche as something that you love makes sense. Right? If you don’t love what you’re going to be talking about for the next three years, it’s going to be like work. But if you really do love racing drones and that really does inspire you or racing simulators or whatever, video game, gaming, Fortnite, it just doesn’t even matter what it is. Then it becomes fun. Then you’re researching something you love. You’re talking to people who are like kind of like idols. You get to have those moments of like, well, fanboy moments while you’re doing your kind of like recordings with them and it just, it can be really, really fun when it’s designed correctly.
Josiah: Totally. Yeah. I’ve been surprised at how much fun this has been putting the podcast together. So I can’t end this conversation without talking about Facebook ads.
Miles: Yeah, totally.
Josiah: My first question would be for the content creators out there who are not running any type of paid advertising. Who are just trying to grow things organically. Would you recommend that they start running things like Facebook ads and why or why not?
Miles: That’s a good question. And a lot of people think that that’s sometimes the shortcut. So imagine if you were trying to learn snowboarding and surfing at the same time. And every day you went over there and you tried to learn that one and then you went over there and you had to play with that one. Like it would take longer than twice as long to get competent at both. Okay. So I’m a very big proponent of monitoring how many learning curves we’re taking on at one time. So this is the other side of that 90-day challenge. They people were like, well, should I get my list going? Should I do this and I could syndicate it over here? I can make those little micro videos, I can put it on Instagram and I’m like, you aren’t going to finish. If you try to do all of that, you just ain’t gonna hit the finish line on one thing. So I’m very big proponent and go all in on one thing. My channel, The Miles Beckler channel, it’s now 120,000 subscribers in three and a half years, zero paid advertising. 100% brute force effort. My wife’s brand, we got up to 10 grand a month plus before we ever spent a dime on Facebook ads. So to me, Facebook ads is a brilliant way to reinvest profit. It can be very expensive to learn. But when you’re reinvesting your profits for reach, that could be a very smart way to grow. And also you pretty much need an offer that converts. Okay? You need to have something that works. You can use Facebook ads for testing. So if you’re like, I think I got this offer, I’m not sure how well it’s going to work. You know, you could put some ads, some landing pages and sales pages together. You could build a funnel and you can test really quickly, you could run a thousand clicks to it and see what happened. Measure the percentages. That is a very advanced approach to the world that most people building content aren’t ready for. So for content creators who are growing, you’ve got like a course that you want to sell and you’ve now made like a hundred videos and you’ve got a cool little audience going on YouTube or you’ve written a hundred blog posts and you’re getting some good traffic to your website. It might be who view to re-target those individuals to get them on your email list through your lead magnet, through your free giveaway, right? The free report that, that reveals the DIY drone build or whatever it is for the drone person, right? How to build your first racing drone for under a hundred dollars. Perfect opt in report. It could have some affiliate links in there. It would be compelling, especially if, you know, they visited your website from Google searching how to build a racing drone, right? You want to retarget that person. So there’s kind of like a time and a place with that said, for a business, for a content creator who’s making three grand a month, five grand a month, 10 grand a month, and they’re kind of like really looking to get into that world where they can scale their business, getting into the 30 grand a month, a hundred grand a month and beyond numbers. I think Facebook is still one of the most powerful platforms for that kind of scale. But again, it requires an offer that converts. It is not magic. It is traffic. That’s all it is. And if you drive traffic to a shit offer, you’re going to get shit results. Sorry for the S bombs. But it’s so many people get this wrong. They think that Facebook ads is that like, Oh man, I’ll just run some ads and then people will buy my rubbish product made in China that has terrible sales copy that nobody actually wants. That’s toxic. No, they don’t want your toxic thing that’s made in China. That’s rubbish. That was bought off Alibaba. Nobody wants that. That’s the problem. It’s not the Facebook ads. And these people come to my videos and they’re like, Oh, Facebook ads don’t work. It’s like, no, your offer sucks. If your offers great Facebook ads will improve that. If your offer sucks, Facebook ads will highlight that by you dumping lots of money into it. Now I want to drop for the listeners who made this far and I haven’t mentioned this new approach at all. So, we have added a new level of strategy to our Facebook ads. You’re going to have to tell Troy that you got something new out of me on this about Facebook ads. He’s going to love it. So my approach to Facebook ads has very much been create a conversion optimization-based advertisement that essentially is a direct call to action. Get this free thing in exchange for your email address. And after that to see a one time offer. And I do retargeting and I do cold traffic. But everything we talked about in this conversation up until now has actually been more about giving value first, right? It wasn’t, my problem in the beginning was I was trying to get from the internet. And the solution, the thing that changed my life was deciding to give to the internet. But yet now looking at my Facebook approach, I’ve realized that I’m just trying to get from Facebook, right? It’s like if someone takes an action, opts in to my list, then I’ll do something. And so what we’ve started doing is moving a lot of our YouTube videos onto Facebook. And we’re actually running those to cold audiences and they’re just value-driven content. And we’re retargeting people who are watching 25% of those videos with our next messages. And we’re giving them more content. So what we’re structuring now is a much more complex strategy that is allowing us to essentially warm up the audiences before ever showing them a call to action. We’re giving value first before we’re asking them for value in exchange. And this is really starting to change the numbers. So we have that same structure I taught in all my Facebook ads on my channel, on YouTube. That’s just now a component of a broader strategy. And the broader strategy is let’s take our best performing videos from YouTube. Let’s literally upload them natively inside of Facebook. Let’s run them as video views, as engagement ads. Some of these videos are getting as low as four or 5 cent views to completion. So maybe I’m paying four or 5 cents to get somebody to watch the entire 7, 8, 12-minute video that gives us, sometimes we speak out a call to action. Some of them do have calls to action because that was just what the YouTube video we put out was. But a lot of them are just free. It’s just free stuff. And so we’re paying to get our best content in front of the eyes of people who don’t know us yet, which means that first interaction that people are having with our brands or our Facebook ads is one of, wow, I like this this. Wow, that was good. Well, and it says sponsored and they watch it and there was like, it wasn’t an ad, it wasn’t a webinar. And they like, they were like, that was helpful. Like I like that. And they didn’t try to sell me something. I like her. That’s the response is I like them, I trust them. They clearly are trustworthy if they’re just trying to give to me because everyone else in the world of Facebook ads right now is check out my webinar, check out my webinar. I got some scam to sell you. Check out my webinar, I’ve got some scam to sell you. Right? So we’re, we’re flipping the script, trying to take that broader perspective over here. Now there’s so many bits and pieces, but the bulk idea is run videos to cold audiences. First. People who watch 25% of those audiences, they go into these big retargeting audiences and we’re retargeting them with more videos and our calls to action. Once they become a lead, they still get more videos and we’re retargeting them with ads to our products as well. So they can kind of work their way through our funnel and they can see new engaging, exciting videos all the way. And the Facebook algorithms kind of like deciding to show like Facebook’s algorithm decides when is the right time to show this person the opt in offer, when is the right person to show the checkout offer, the offer that goes to a product. Because Facebook’s algorithm is like scary how much it knows about us. It knows if you buy on at home, your purchasing habit is while you’re on your phone, at your IP address, at your house and when you’re at work, you never purchase things. Facebook’s algorithm knows this. So Facebook’s algorithm won’t show a conversion optimization for purchase ad when you’re at the work IP address that you never convert on. ‘Cause Facebook pixel is on all these companies, right? They all know, Facebook knows when you buy things, where you buy things, evening, mornings, etc. So we’re, see we’re filling up these ad sets with videos and ads and letting Facebook decide when to show the viewer what.
Josiah: Of course, of course they do.
Miles: Yeah. And it’s that whole philosophy back to that core of like give value first. And so now we’re reinvesting to give value. And you know, my spending hundreds of dollars before I make a few sales, but I know the lifetime value of that customer is there. And that’s why I’m saying for people, you need to have an offer that converts before you really go into this world. Unless you’re, you have 5 grand, 10 grand, you’re ready to invest, you have an offer that you know, you’re going to figure this offer out one way or another. There are ways to master that and go all in on copywriting if you think that’s going to be your approach.
Josiah: Hmm man.
Miles: That’s great level shit right there.
Josiah: Yeah. Yeah. That’s awesome.
Miles: Troy, I’m talking to you my man. I don’t want to hear how this goes for you buddy. He’s gonna have me on. He’s gonna like I’m gonna have Miles on the podcast. Get him to drop that bomb.
Josiah: Oh, that’s fantastic. Miles, I’ve really appreciated you being on the show today. This is so much value here. I love your approach to the way that you do business and create content. So before we hop off, can you just tell everybody where they can find you online?
Miles: Totally. So I’m the only the Miles Beckler in the world. I was kind of blessed with a unique name, so you can literally just search me wherever you’re at. I’m there. I spent a little bit more time on Twitter than any other social. My blog grows MileBeckler.com. And my YouTube channel just search Miles Beckler on YouTube and I’ll show up cause I’m the only one. And thanks for having me man. Thanks for being one of the good guys for, you know, taking the honest path, the authentic path. It’s so easy for people to get lured into the ideas of quick rich, guru, fake guru, dumb. But man, that always backfires. There’s been two more shutdown by the FTC. The government shut some of these people down. They’re quitting left and right and like, let’s build long-term businesses that help people like, huh, what a novel idea. Let’s just go help people. Let’s help them accomplish their goals and transform their lives, and we can make good, good money with total lifestyle freedom doing that. Hmm. Yeah, let’s, let’s, let’s all go do that. That sounds fun.
Josiah: Oh, I love it. Awesome. Well, thanks so much, Miles. I appreciate you being on the show.
Miles: Cheers, man. Thanks for having me.Josiah: Hey everyone! Thank you for listening to the Content Heroes podcast. I just wanted to take a second and let you know that we have some amazing guests planned for the coming weeks. So if you haven’t already, go ahead and hit subscribe so you can make sure to catch every episode. And if you enjoyed today’s episode, go ahead and leave a five star review to help make it easier for other content creators to find and enjoy the show. Lastly, I’d like to invite you to join our Content Heroes Facebook community where you can connect with other online content creators to share, learn, grow, and have fun. To join the group, just visit contentheroes.com/facebook. Once again, that is contentheroes.com/facebook.