Digital Marketing Agency Expert JC Hite! Episode 11

(Last Updated On: May 11, 2021)

Super pumped to have Digital Marketing Agency expert J.C. Hite on the Freddy O Show! In this episode, we will dive in and talk everything Digital Marketing and how you can benefit from some of his services.

Digital Marketing Agency Expert JC Hite Episode 11

ABOUT JC HITE

JC Hite is the CEO and founder of Hite Digital, a white label digital marketing agency. With a passion for business and people, he's successfully scaled his agency in just two years and counting. Now his companies help other agencies to do the same.

Source: Entrepreneur.com

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EPISODE #11 PODCAST TRANSCRIPT

My Beautiful Wife
Thank you for listening to the Freddy O Show, a podcast devoted to you, the listener, your purpose, your mindset, and your marketing efforts designed to help you go to that next level. Now here's your host. Freddy O

Freddy Owen
I'm excited to have JC Hite on today. JC Welcome to the party. Oh show

JC Hite
what's up, brother? Absolutely hopefully, we can add some value today to the audience.

Freddy Owen
I truly believe we can so tell us about the man the myth the legend JC height.

JC Hite
Yeah, brother absolutely born and raised in Arkansas. I don't know too many people listening are from Arkansas but the south and went to college at a Christian university and had had a crazy good time. And then found my way. I actually now I spend 99% of my time and in Latin America, Central America to be exact. Building and scaling are our company which we have offices in California, New Jersey, a small hub in Arkansas, and then also in Central America. So

Freddy Owen
and the company you're speaking of is Hite digital. So let's dive, actually dive into that. Yeah, when did Hite digital come into existence?

JC Hite
So high digital was founded two years ago. We are we're on our second year, almost completing our second year, I guess. You know, came into digital marketing world, I ended up joining an Inc 500 agency with a little bit of equity and so on and so forth, ended up freaking loving it, Freddy, like, oh, man, I was just the drive working with other entrepreneurs and all this good stuff. And our business was growing like crazy. We ended up bringing in a new CEO that quite frankly, values didn't align. Basically, I just gave him the alter ultimatum, look, you know, waive my contract. Let me go do my own thing, and so on and so forth. And I did. And it's been a crazy, awesome experience ever since.

Freddy Owen
So with height digital, if you can explain that because a lot of people don't probably even know what a digital agency is. If you can explain that to the audience.

JC Hite
Yeah, I don't know if I can, but I could try. We do it. Man. We really it's all about online, right? So like nowadays, when, you know, if you want an HVAC, or a roofer or anything like that, where do you go? You go to Google, you go to Facebook, you go, you know, so on and so forth. And so our job is to put companies businesses in front of their clients whenever they're searching for them, right, or whenever they're looking for them. Right. And so, and actually, you know, we're actually a step back, I don't know if we, you and I talked about this already, but probably like the 90% of our business; actually, we don't even work with actual clients, we actually work with agencies across the US. So, for example, if you go to your local marketing agency right there in Miami, and you hire them to build your website, you give them $10,000 to build your website, guess what they do? They turn around and sublet it out to you. That's exactly right. They turn around to pay me five grand to do it. About 95% of our work, and actually, the first almost two years of our business, has been focused on white label. Now we're actually investing in agencies in the US, we actually bought a couple of agencies, we started a couple of agencies, and we're going okay, well, let's cut out the middleman and let's just go straight to consumer.

Freddy Owen
Okay, yeah, so I digital offers a range of services, pay per click SEO, web design, you also have a white label partnership, and you just brought up right let's sink our teeth into that. Like for instance, you got a brand new person, they want to start a business online. And the thing is, it's crazy, the dark side and the lights, it's like Star Wars in the online world, because you have a lot of like, people are drawn to for some reason, A lot of people are drawn to the spammy. Like, oh my gosh, it's hard to explain, because like when I first started, I saw it like really clearly. And I like the mlms. And I can't stand them. I can't stand them. You're like a glorified salesperson for a company. And not a dog if you like, MLM's. Don't get me wrong. That's all good if you like building teams, but guess what? I don't. But I'm you basically this white label. Explain that a little bit.

JC Hite
Yeah. So so let's, let's say there's an agency, a marketing agency, and again, going with Miami, there's a marketing agency in Miami, and they're trying to grow their business. They want to help other companies grow normally. It's local style businesses, right. So roofers, plumbers, electricians, so on and so forth. Right. Well, the problem with marketing agencies nowadays is you have you have to two sides of the fence. So number one You want the highest quality possible, right? Well, if you want really high-quality SEO, you're gonna have to hire a really high-quality SEO team, or a really high-quality PPC team or so on and so forth. These guys are expensive, like, I mean, the US SEO people that I have, I mean, they're making $80,000 a year bare minimum, like that's basic salary, you know, and it can go way up from there.

Freddy Owen
Well, you get what you pay for.

JC Hite
Exactly, exactly. And so And on the flip side, the other thing you're trying to do for your clients, not only is to provide a high quality SEO experience, but also an affordable, well, you have this like constant battle of Okay, do I hire the really expensive SEO guy I got to increase my prices? Or do I hire a more affordable one, and I can keep my prices lower. And this is a constant battle with agencies, we solve that problem because what we do is we come in and say, Look, we're you don't have to hire someone full time, you don't have to spend 80 grand. In fact, when you get a client, you call us. And then we actually do that work, right. So they eliminate all their overhead, which eliminates that risk of their agency, and then enables them to scale more sustainably. We are more affordable because the bulk of our staff is in Latin America and are actually a lot higher quality. Because we're completely built on Salesforce, we have a training department, a QA department, we have leadership director, our board of advisors is made of people from Google and from Microsoft, and so on and so forth. So it allows us to have that high quality, but yet an affordable cost. And then also take all the pressure off of your local agencies to have the overhead and so on. Right.

Freddy Owen
So they make that so yeah, so basically the other customer. Yeah, they make this trail. Yep. Then they pass it on to your guys. Yep. who basically act was

JC Hite
not the release. Right? Right. Like not the relationship, they are still in full communication with the client, but they just give us the work. Right. Okay.

Freddy Owen
Okay. So how's that? For instance, as far as like automation and having I'm a big automation guy, I love automation. So as far as like the start, okay, so you got some guy that Toledo, Ohio, has a website, he's, and sells a website. Okay, so this guy might not even have any clue on how to build a website. But that's his agency. What he does is he calls you that's factor he promotes you know, sells it, and then basically tells you what the customer wants. Yep. And then you create it. And then he basically gives the customer like it is.

JC Hite
That's exactly right. That's exactly right. And we're it's not just, oh, he's selling it and then calling us we already have this established relationship, right? We probably helped him a little bit through that sales cycle. We helped him prepare, so on and so forth. Right. And so we're, it's no different than having it all in one house. It's just that our sales department is owned by another company, and our fulfillment department is owned by us. And dude, it's actually some I mean, Freddie, you know, this, right? We both have been in business for a long time. Most of the world is like this, right? So like, Oh, yeah. Where I'm at in Central America, most of the time is in Nicaragua. And there's a huge factor here, and this huge factory makes jeans, okay? They make jeans for Abercrombie, American Eagle, Eagle, Old Navy, and Walmart that offer the same exact people, but it's all white-labeled. So the branding and the tag and everything is specific providers.

Freddy Owen
Wait, wait, hold on. So So rephrase. Restate we just said so American Eagle Walmart, they make the same jeans?

Freddy Owen
Yep. It's well, it's sort of like goes back to when I worked for Toyota. We had a car come in it was put on the Corolla, but ahead a geo prism. Oh my gosh. The emblem on the front. Yeah. So but they're the same exact jeans. Was there any kind of like, differences with them?

JC Hite
So obviously, there's a difference. Yeah. Right. Like, Abercrombie is fitting, and all this stuff is very different from Walmart, they kind of had their own secret. But it's all made by the same people, right? It's the same thing with us. Right? So if I've got partner a and we're selling x, like there can be some slight variations. Right.
Another example would be Ford and Lincoln. Like, what's the difference between the Ford F 150. And then the Lincoln whatever their truck is that they call it like,

Freddy Owen
Luxury A lot of looks and cosmetics.

JC Hite
Yeah. Okay. Mentally it's the exact same freakin truck, right? I mean,

Freddy Owen
Yeah. Oh, yeah, absolutely. On the same frame, in most cases.

JC Hite
And so what's happening here is, again, like the world's becoming more flat, right. And so we are, I think one of the big differences though, for us in this market, because a lot of times you're outsourcing the work, right? And that's what people would relate to where you've got the experts are in the US or Europe or whatever. And then they're outsourcing. They're teaching someone in Asia, Latin America, so on and so forth. To to do this. Small portions of their work were the opposite. So we're our like, knowledge and power and expertise is right here in Central America. And they were going to the US to Europe to wherever and going, Okay, look, here's, here's how this works, we can help you become better so on and so forth. Right? So it's a it's a weird twist. But it's been good man I, we've been very blessed by our commitment, should we I've sold a couple of companies now. But we've been very blessed. My wife and I, we want to create 1000 jobs. That's like where we're focused in on right now is can we create 1000 jobs that empower people to live life to the fullest? And I love it. So even through COVID talking about sustainability, man, I mean, COVID hit the agency world and the SMB world, really, really hard. I'm so incredibly proud to say as of today, and we're filming this in July, we've not fired or cut one salary at height through COVID. Right. And that's something that sustainability is really, really important to us that our people can feel safe and secure, even through chaos,

Freddy Owen
right? So you don't see that those with this issue when people lose their jobs, you don't see an influx of people wanting, you know, SEO web design, you haven't seen an influx of that,

JC Hite
dude, I mean it, so it definitely went down. I mean, like, we lost probably 30% of our revenue in March, April, and it was huge. But now it's we're actually revenue-wise, we're back up before pre COVID already. And I think it's going to go a lot faster because people see that, like I need to be online, I need to have some type of an online product or service, I need to be able to reach my people. And so we're seeing a job like, like crazy, right? And even your smaller businesses that may be beforehand, like your roofing company that beforehand, they didn't know, were all through networking. They were very involved in their community. Now it's not enough like they got to go into another step. Right. So the one thing I love about this digital marketing is that you're not pushing people into a sale, like what you were talking about with spamming you're, you're there when they're looking for you, right? Someone is looking, and I encourage people all the time, you know, whatever your business is, or whatever. Go online for 10. Like you're a client in search for yourself and see what happens. Right. So if I'm a roofer, and I'm in Little Rock, Arkansas, go online, type in Best Roofing Company and little rock or roofing company, Little Rock, and who comes up? Are you coming up? Or are you not right? And it's not rocket science? It's not hard. So

Freddy Owen
yeah, I, first of all, let's go back to the COVID thing. And this is on a personal level, I think. I love your attitude. I think it's great that you hung on to your employees when it first hit. What was your initial feeling? Thought?

JC Hite
Yeah, man. So, you know, I'm, I'm someone that's I? Listen, I'm from the south, I, you know, probably. Who are these idiots? What do they think? And nothing is going on, you know, all this stuff, right? And then finally, like, hit me, I'm like, okay, we're gonna have to, and we were one of the first companies in our country to go remote. And so, you know, I think when we built our company, hi, we built it on sustainability, as I just mentioned, like, like being able to serve these thousand clients really well. So we haven't taken a lot of risks that some other companies might have. So we have no debt in the company, we have cash savings, we have a lot of things that allowed us through COVID to go. Okay, one, we don't have to freak out because we could last for four months, if we didn't have a single employee number two, we can just be there to serve our clients, we kind of be a breath of fresh air. And number three, how can we invest? Like Royal Caribbean, let go one of their top Facebook engineers and we hired them right because other people are getting rid of employees. So how can we start investing right now? And so, um, you know, at first it was definitely a little bit of fear. Honestly, though, man like it was more about our culture. We have a crazy cool, unique culture at high we go bowling, we have events we have every year we fly our entire company and their families and kids somewhere. So like we've flown everyone to the Caribbean last year, we went to Costa Rica. So it was more about that culture, like what are we going to do? You know, like, we can't go bowling, we can't have a dance. We can't do pizza parties. We can't do birthday parties. We're all virtual. Now how do we keep that culture going? And that was probably one of our biggest, our bigger problems that we had as an organization, you know, like a,

Freddy Owen
like, you have a big organization. I'm actually scrolling right now through your organization. And you have a big organization. You have a lot of them. A lot of people So we're not.

JC Hite
new. Yeah, two years, I think we're up to like, right at 70 something employees full time in house now give or take between the different business units.

Freddy Owen
So as far as when you, you know, being the founder and CEO was it? Were you like, at first, like when you first started out? What did you have? What? You had you? Yeah. And then you have all these people right now. But what how many people did you have when you first started out?

JC Hite
Yeah, when I first started out, it was just me, ended up having a buddy of mine, who was actually a part of the old agency. And he was employee number one; actually, he now has gone to open up our first office in California. So employee number one after me. He, what I do with him is the first five or six clients, I had him working, like, basically, a commission, you know, like part-time, right? So I brought in the first five clients, he was just working on it, and night, weekends, you know, helping me out with those on the fulfillment side. And then as soon as I think we got five clients, I basically was able to offer him a full-time gig. We kept growing. I mean, everything's been natural for us, man we've had, we've had investments, we turn those away, no funding, no debt, you know, we again, safe and secure as possible.

Freddy Owen
And you built it in two years. That's phenomenal.

JC Hite
Dude, I mean, it was crazy. When I, when I freaking left the other company, you know, I waved everything to be able to get rid of my non compete. And I mean, I, my wife and I were two. We were one month away from having our first child, you know, so we started that up and in, in, you know, in a spare bedroom in my room, and now we're in the tallest building in the city on the top floor, you know, so it's come a long way. So,

Freddy Owen
so I wasn't living there. Is it? Like really dirty messy us at all?

JC Hite
Um, great question, man. You know, there's, there's pluses and minuses everywhere and you want to live in the world, right? So are you gonna, are you gonna focus on the positives or the focus on the negatives, it's very different. I will say, you know, I mean, I live incredibly well on very little money. So like, I pay myself a pretty small salary here. And I have a full-time maid, I have a full-time nanny, I have a full-time driver. Right now we're at our beach house because of COVID. So you know, we don't want to be in the city. So and I, and I think, you know, I don't think I know, like my paycheck, I pay myself actually like two or $3,000 every month and my wife, you know, my wife has a good job as well. So we will live like very little, you can do a lot more in Central America. So are we going to the US, I don't, I don't get a nanny, you know, like, I have to do everything. And so I don't do it, to be honest. Like, I don't know how people do it. Like I was raised, you know that a single mom, like, I know why she's crazy for the most part. Now, like, I don't know how single moms single dads do it in the States. To be honest with you. No idea. Total respect there.

Freddy Owen
So let's go into personally, um, your hobbies like what do you do? What do you like to do like with when you're not working?

JC Hite
Yeah, man. I will say like, for me, faith is a big thing, family. And then I love what I do, man, like so. So, you know, scaling agencies, and then the people side, right? Like the employment, side is like what I'm really, really passionate about. So I do, I try to do at least a lot of fun things with our team. So, you know, tomorrow, our head of operations is actually coming to the beach house and is going to spend the weekend here because it's her birthday, right? So like, it's a very like, tight-knit community. To be honest with you, if I'm not with family, I'm with my team or doing something with my like, this is my passion, man.

Freddy Owen
I love that. You said faith first. I love it. You said faith first. Yeah, this one. I try to throw it out there. I love that. He said faith first. One of my hashtags I loved always go by as is with anybody is faith focus finish

JC Hite
There. And I love it. You got

Freddy Owen
to have faith, you can't see faith. But you got to have faith. And it's a feeling, but it's also you know that there's something that's going to come into fruition, and it's a beautiful thing. So I'm looking at your I've put you on front on the front straight here. Who is the I might guess who is the most funniest person on your team? I'm gonna guess real quick. I'm gonna say as far as a funny, good personality is. I can't pronounce his name, but Andress

JC Hite
Amadeus.

Freddy Owen
Oh gosh, I just butchered that. Tell Andre I'm sorry. As quick as Quinto.

JC Hite
Yeah, it's

Pretty funny, dude. He's a good guy, man. He's a good guy. He is out. No, he's taken. He's taken. I'm sorry. I was gonna place it, but I got one. You guys on my team that are good dudes, but he's That's

Freddy Owen
Awesome. It's like a big happy family.

JC Hite
Yeah, yeah. So these are all my brothers and sisters, I'm trying to get them, you know, make sure they're dating properly and all this good stuff. I don't even know if that's legal in the US, I would probably get in trouble for that. But

Freddy Owen
you would you probably want; unfortunately, it can't be, you know, speaking in somebody's life and trying to help them, you know? Yeah, be careful, obviously. But let's look at you have something coming out tomorrow? It's called the digital agency hacker mastermind. Yeah. And is that Gus go with that? What is that?

JC Hite
Well, so this is specifically if you're, if you own or trying to own or trying to build or scale a digital marketing agency. So if you're not, you can ignore this section passport a little bit. But yeah, so this is our commitment to help agencies grow. So you know, we do white label fulfillment, we only grow when our partners grow when our agencies grow, right. And so there's kind of two models, either one you pay as you go. So you log in and get a free account calling cameras on there are courses, there snapshots, there are funnels, there are just pitch decks, pretty much everything from a digital format that you might need to grow, your agency is in there. Everything's either from our team or other seven, eight-figure agencies, right. So it's all high-quality content. And then we have kind of this, this extra layer, which is called master hackers. We're creating a community there, it's going to be a max of 200 people. And it's going to be kind of like a Boys and Girls Club. Very, very specific people are trying to scale and grow. Where we do events, everything in hacker is 100% free. But we also do events, masterminds, different things like that we fly people in and out of Central America to come to our offices. So it's a very, like kind of elite, higher-level going okay, we're committed to scaling and growing, right, but definitely check that out. digital agency hacker.com

Freddy Owen
Oh, and also just make sure that you guys go to win win fight.com because I'm gonna have every single show note so much in there so you can check out the show notes and see that JC what JC has to offer the high digital, he has his podcast, digital agency podcast, plus ways you can contact JC and just mean supers first time we're I'm actually talking to JC and very down to earth. I love it. I love it. So, um, guys, definitely make sure you go to the show notes. And especially if you're looking to start a digital agency, imagine this imagine this fam that if you were able to, in your local area, have a digital agency have a real quick before I say what I'm gonna say, Do you go with like, all levels, like for instance, even like a mom and pop a, let's say mom and pop plumbing service?

JC Hite
Yeah, yeah, absolutely. Yeah, man, we are. Dude, I, I much prefer working with mom and pop plumbing service that like, you know, more down to earth in the corporate day clients we have, if I can say, Okay,

Freddy Owen
perfect. So, so here's the thing. So you when you're in your area, you start digital agency. And if you can hook up with, you know, height, then you can actually sell after you talk to them and get some kind of training with them. You can sell something like a website to this phone, pop plumbing shop, and they will go and handle it. You of course, have relationships. So make sure you're good to your customers. Okay, that's the biggest thing: customer deliver what you promise, and boom, they'll take care of the stuff you'd really don't want to learn. Because many people learn this from scratch, you have a lot of hours in the building this, I can just tell plus the education you went through to build this. So anybody, anybody that really has a heart to do that can't start a digital agency if they really wanted to it, especially man,

JC Hite
those that have been entrepreneurs, like you know, having a marketing game, she has a lot more about consulting and making sure that you're providing value to your clients from like, logistics strategy standpoint. And if you've got a good fulfillment company like us, man, that's one of the things my favorite things about digital marketing agencies is that you don't need a college degree you don't need like a ton of experience. You need to know people, and you need to know how to relate to people, how to retain people, how to communicate well, and if you can do those things. I mean, I graduated with a 2.0 in college, you know, wasn't the best, you know, the hardest worker in the world. But if I can do it, anybody can do it for sure.

Freddy Owen
Well, guys, seriously, make sure you go to one fret comm check out the show notes. Because this is definitely an opportunity, especially if you've been you're entrepreneurial, you have an entrepreneurial spirit, and you're just you don't know what you want to do. This might be for you. So actually look into it, and check it out. So now we're going to go over to the super hyper fast q&a round. Ready for this?

JC Hite
I think so.

Freddy Owen
Are you ready? Here we go.

JC Hite
it but we're nervous would

Freddy Owen
look just like here we go. Let's do this. So if you were able to beat an action movie and it were a buddy action movie, what actor would be your sidekick?

JC Hite
Oh my gosh. I don't even know, bro. That's a hard one.

Freddy Owen
I know mine already, but what's yours? Stark?

JC Hite
Stark.

JC Hite
Yeah, Tony, Tony Stark. Oh no,

Freddy Owen
no, I mean, what's his bank? Oh, what's his name? Who plays Tony Stark? You mean the actual actor?

JC Hite
Oh crap. Okay, even so, Will Smith by far then.

Freddy Owen
Okay, I would go with Stallone. Okay, Will Smith, thats good.

JC Hite
Will Smith fan since Fresh Prince of Bel-Air day so

Freddy Owen
yes. If you had to. I don't know where to start singing a song. What song would it be?

JC Hite
Oh man so

JC Hite
oh my gosh, this is terrible. I'm like the worst at these

Freddy Owen
There's no wrong answer. That's the thing there's no wrong answer

JC Hite
from like Eminem, which is terrible. Since I said I was super religious. But way back in the day, I used to rap a lot of Eminem and I've been into running lately. So some anything from m&m probably.

Freddy Owen
Knees weak. Arms are heavy. There's vomit on my sweater already—Mom's spaghetti. Okay, so and that big feast is held your honor. What's on the table?

JC Hite
Yeah, man. Definitely would be steak mashed potatoes. Maybe some gravy. Man, I cook again from the south, bro. So we big so.

But yeah, definitely steak and potatoes. Some sort?

Freddy Owen
Ribeye. Okay, and then what's your favorite holiday movie?

JC Hite
favorite holiday movie? Uh, probably, my wife has convinced me that our favorite movie is the holiday. Which is I guess is a holiday movie. And our actually, our first daughter was named after the girl in that movie. So probably that one

Freddy Owen
I have yet to see that is a really good.

JC Hite
It's a super romantic movie. I don't watch a lot of TV. So when I watch it, it's because my wife is forcing me to, so that's so the holiday is our frame.

Freddy Owen
Perfect. Okay, so we're going to go to the final thought. Now, one last shout out to the video show fam that you can feel have an impact on them.

JC Hite
Say that one more time.

Freddy Owen
One last shout out. So one last bit of information. Maybe it's from your your life experiences. Because I can tell you this, a lot of people that try to start a business, there's a large failure rate. And it's a shame because a lot of is because of misinformation. So what is one thing that you can tell them that would give them like the last saying, This is what I want to tell you something? I want to tell you that if you do this, you're going to get this?

JC Hite
Yep. So for me, it's have a commitment worth fighting for. What do I mean by that? If I asked you, Fred, would you go work at McDonald's tomorrow? You probably say Heck no. But if I said, Fred, your kid is hungry. And you don't have a job? Would you go work at McDonald's? Absolutely. Oh, yeah. When we have commitments in our life worth fighting for. So my commitment now is I want to create 1000 jobs and empower people in countries that have no stability, have corrupt governments, and I'm super incredibly passionate about it. So much so that I'm willing to fight, go over pride, you know, make calls, I don't want to make do jobs that I don't want to do to make sure that it happens, right. And so find a commitment. That's worth fighting for.

Freddy Owen
JC you're a rock star, man, I appreciate it. And I'm looking forward to having you on in the future to see where height is going as well as your mastermind. And guys definitely tune in to the podcast, the Digital Agency Hacker Podcast. You'll hear more from JC there. And then also the mastermind Digital Agency Hacker Mastermind coming out so all that stuff's gonna be on the show notes. Jc thank you so much for being on Freddy O show today.

JC Hite
Yeah, brother. Thanks for having me.

Other Freddy O Show Episodes to sink your teeth into: How To Change Your Mindset and Finally Take That Jump To Greatness! , Smash Your Comfort Zone With Jesse Harless ,

 

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