An Overview of Internet Marketing #426

Welcome to the unknown secrets of internet marketing, my name is Chris Burris. Welcome to the unknown secrets of internet marketing, my name is Aaron. My name is Matt Bartram. And I'm Adam Gregory. When the cats away, the mice will play. Chris is off at the World Cup this week, so we decided to take over the microphone and change the format a little bit for this special edition podcast. I wanted everybody to just kind of go around and introduce yourself real quick so they know who's going to be saying what. All right, so I'm sure everyone's heard my voice a few times and I've filled in for Matt. I know once, Adam Gregory, you're now the voice, now an SEO expert and public relations manager here at eWebResults. My name is Aaron Weathers. I'm behind the scenes. If any podcast listeners ever called in, I'm on the phone giving you great 15-minute calls, giving tips, helping you get those conversions. So that's a little bit of my job. Well, great. Well, we just wanted to kind of talk a little bit about what we do and some of the things we're seeing with a few of the campaigns. We're going to change the names to protect the innocent, but we're going to talk a little bit about some of the campaigns we're running in some different niches to maybe give you guys some ideas and then we're going to go into kind of an interview format for the book. I have a book launching, I believe it is tomorrow, so I'm pretty excited about that. I know we've talked about it a little bit and we're going to launch a new podcast format. We've been brainstorming all morning and we're going to start focusing on the different blue collar niches, so stay tuned for that. We will advertise that later. So Aaron, why don't you give us a little bit about some of the campaigns you're working on and some of the things that you're seeing. Well, just campaigns, whether it's on Facebook and AdWords, are

actually going well. We were looking at one today for an OBGYN and we got one of their ad groups actually converting them at about 17%. They're getting leads at 17% conversions, that's name, email, and phone number. And it took a lot of work. It took about three months to get it up and going, to get it humming pretty good. And what are the best converting keywords? The best converting keywords? For an OBGYN, it's not only about the keywords. You have to have all three parts of your funnel working. And so you can have the right keywords, but if they're hitting the wrong landing page or you're targeting the wrong people, then you're not going to convert very well. So we run by target, offer, copy. So they all have to match up. So I can't give you any magical keywords right now, but if you call in for a 15-minute call and I'm able to check out your website with the website analysis, I guarantee you I can give you some good keywords. Now that's one of the things that I've seen the most when people call in is maybe their AdWords campaign might be running or humming along well. They're not usually tracking their goals. They're not usually doing remarketing. Also, their landing page that they're running it to is usually not like a squeeze page or offer page. You want to kind of speak to that a little bit? Well, typically when people call in, businesses call in all the time, we are just checking out their analytics. And a lot of times they don't even have, like you said, remarketing set up. And remarketing is super powerful because it gives you another opportunity to talk to the same audience. And so, you know, the basic sales process, you have to talk to somebody six, seven, eight times to make a sale. Well, that's what remarketing gives to you. So you don't want to throw all your AdWords dollars into hitting new customers because you can talk to the old ones again. So

that's, that's the first thing that the easiest thing that people can do. If you don't have that remarketing pixel on your website, you need to get it as like right on this podcast, your listeners podcast, put your remarketing pixel on there right now. Yeah. Like really guys, uh, remarketing, it takes about 30 days to get enough traffic to actually start showing it. So you want to do that and start collecting the data now on the different platforms you want to use to remarket, whether it's LinkedIn or Facebook or AdWords or Bing or even Twitter. Um, you really want to think in advance with internet marketing and establish that foundation early. Remarketing packages is, is one of the biggest things that we, uh, recommend for small businesses to do. The other big thing we recommend, Adam, uh, if you could speak to a little bit is our SEO local package. So could you speak to a little bit of what you're seeing with some of our big clients related to SEO? Uh, so with SEO and, and, and SEO local in general, you know, it's like 85% of people who are searching for something on the web, you know, they're searching for that local business. And so with SEO local, you know, we're able to put you right there in front of the viewers who are, who are searching for your, you know, what you, it is you're looking for. Um, and of course it goes back to keywords and, and everything, but, um, SEO local, such a great, well, they're just going to go, go into it a little bit more guys on what our SEO package includes. We do a lot of optimization with, uh, your Google, my business, uh, whether you know it or not, they continue to change things. Uh, you can add videos, uh, you can add pictures, um, and really when you're adding pictures, you want to add three pictures of your team, three pictures of the outside of your building, three pictures of the inside, and maybe even three

pictures of the type of service or work that you offer. Uh, you want to label everything properly. They've also added a new option. I believe it was in January or February where you can start adding blogs to that. So, so, and, and to kind of go off that as, you know, you can also add the post as well. So it's almost like you can use Google, my business as like a social media platform. Um, and I, and I've seen more and more people not doing it. They're not leveraging that. And, and so I've gone in, uh, using, uh, one of our third party tools and done it. So now I can actually track to see how many people are actually coming in and clicking the learn more or buy it now. And it's working. Um, so there's also opportunities guys to put, uh, offers on there. And really, if you're running a group on ad or you're doing something like that, have a tracking code, but you can drive a lot of traffic to your business through offers. Google is trying to help you sell stuff to a degree. I mean, they want your clicks. You know, and one of the, one of the tips that I've talked about in a previous podcast is using your, uh, Google keyword planner only shows you, uh, bid, bid words or ad words that people are bidding on. They don't show you the full perspective on where you might be getting your traffic. So if there's little honey holes for organic, you're not going to see that in ad words and you want to use some of these other third party tools to do that. Yeah, definitely. Even going back to the OBGYN campaign, those keywords were not converting on OBGYN. So there are other keywords that, you know, uh, people were searching that were not, Hey, I'm looking for OBGYN near me. The keywords were completely, um, you know, unbranded, if you will, or they weren't searching directly for the professional keyword. And so that's, that's an

important thing. And also talking about the Google, my business, anytime Google releases something, you want to take notice and you want to be honest. So if you have the posts, you can put promotionals on there, the pictures, you can put videos in there as well, um, it's just going to make your lap map listing that much bigger and allow you to get more visibility. So that's something that you really, you really want to add, um, in the next couple of weeks. So there's a lot of things that we do for, uh, SEO local. Uh, we build the, that, the nap listings, the name address, phone number listings, uh, for some of the high domain authority sites. We also do that for social, uh, Adam, can you highlight maybe some of the top domain authority sites that you've created listings on recently? Um, of course you caught me off guard. Uh, so hot frog is one that, that I've been using, um, to place a lot of businesses that have come to us and set citations. Uh, I think the domain authorities up there in the seventies. Um, and it's a really, really good site, but then, but you can also, there's great tools. Um, if you go into Moz, you can actually search for, uh, map listings for your industry. And it'll give you like the top 15. And of course you can do a Google search and find even more listings, but there's, that's the thing too, is there's, there's all these industry citation pages that you can use as well. So use, you know, use both. Um, because there, you know, if you're a lawyer, like I found, I've found hundreds of different sites for lawyers, um, for them to go in. And most, most of our clients don't have, they have like the top 10, but then there's so many more that they need to be, you know, put place in their businesses into as well. Guys, um, you know, we did, we did, uh, a little bit of conversation on a

few of the podcasts about anchor text and people are like, Hey, I just want someone to list my, uh, you know, give me a backlink. Uh, I can tell you before you start doing outreach and really, uh, our SEO local package fits in before we start doing active outreach, you can probably build 50 or a hundred links by building these profile pages and linking back to your site. Like, yes, some of them are going to be no follow, uh, but it's going to build trust. But you want those no follow links. Google is still tracking no follow links. Definitely. So that's just something to, to keep into consideration. Anytime clients come to us, we recommend they do a SEO local audit and then do a package. We ask that they set up their analytics and all their goals and, uh, get ready to kind of get into the internet marketing game. And something you've, me and you've talked about multiple times on backlinks too. Um, you know, for maybe not so much the anchor, Texas, Google has all these great tools as well. And we kind of hit on that, but like you can go in, create a spreadsheet, put, put what it is, put your backlinks in there. Maybe use bit.ly to, to, to break them up a little bit, um, and then publish it to web and, and Google's going to index that. I mean, that's, it's something that we've talked about multiple times and it's, it's, it's such a great tool that not any, nobody thinks about using stuff like that. So, so what Adam's talking about is something called Google property stacking. If you do some research out there, it's, it's pretty straightforward. It's using the domain authority of Google, uh, to give you a little bit more juice, right? So what is the domain authority of a Google site? Would you like that link? Whether it's follow or do not follow, you can build those links. Also on page strategies, people go off page super quickly. They don't, uh, with

thin content a lot of times, and that's where you're going to get deemed. Um, you want to fully build out your website or your pages, uh, with a lot of content, 500, a thousand, 1500 words. You want to make sure that the tag titles, the meta descriptions, um, the images are all labeled properly. Make sure, uh, that everything on the backend is set up in the right way. And then you can build those links you, uh, on page, like through siloing strategies, uh, you're pointing something with the page authority and then the domain authority or the domain authority. And then the page authority, two different things. So if your website's a 35 domain authority, you have had that page for a long time. And then now you update that content, point it to a new page on your site and re-index that Google's going to look at that and look at those links as more power to wherever you're pointing it to. So typically we have money pages that on page and the blogs all point up to it's called a siloing strategy. Then when you start moving off page, of course, use the, you know, 20 plus different platforms and services that Google has for your advantage. Then build all these citations. It's really a foundational strategy before you start doing more of the aggressive and, uh, creative SEO. That's the steps you want to go through. And that's what we do for all our clients. I actually have a 90 day plan for everyone that comes in of all the things they get. There's definitely some other, uh, bits of secret sauce we throw in there to, to make sure you rank well, uh, but you call in and you do a profit plan. We will give you everything. You know, we're an educational based company, so we want to help you out. Oh, I was just going to, you know, to caveat what you're saying, talking about content. When you are creating these citation pages, make sure you're creating new content for

each page. Um, I see this with a lot of the clients is they're already on all these citation pages, but nothing's ranking because all the content is saying this is the same. And that's a caveat. So there's a lot of these services out there that will auto populate things for you. And what we've found that a lot of times, depending on the service you use, those citations won't rank. So if you're using these services and your citation doesn't rank, it means that you're not getting any SEO or, uh, you know, SEO juice from Google. So, um, it has to rank, it has to be, well, it has to index on the, let me say that more appropriately. It has to index if you're going to get any kind of juice from it. So, um, we do all our things manually here, uh, with unique content. And so over about 70%, typically our citations will index. Yes. And just speaking on content, I know Matt said you need 500 to a thousand words of content. We're talking about blogs. I just heard the podcast listeners just cringe, like I'm not a writer. I don't like to write content. Well, here's, here's a little hack. If you don't like to write content and you, and you're a business owner out there, here's all you need to do. Record yourself talking about the subject. You can talk about it for five to 10 minutes. It's usually easy for somebody to talk about a subject, then to write about it. If that's not something you'd like to do, and then go take that recording and get it transcribed, get it transcribed. And then get somebody to edit it. And that'll be your blog. That's an easy way to do a blog. Um, you can talk about it forever and it just, it works really well. Google loves questions. We're ranked right now first for PPC Houston. Um, what is PPC? We're also in the snippet. Google likes questions. 90% of searches are on Google are question based, um, uh,

searches. So only about 10% of people are looking to buy and there's different platforms for that. I eat Amazon, which my book is about to be launched on. But, um, really, uh, Google likes answering questions. So think of the most commonly asked questions, have a Q and a page, uh, on your website. A lot of businesses that come to us don't have that. I really think that if you take into consideration and implement some of these steps we've talked about here today, you will be, uh, far and above shoulders. What is, what is that? Head and shoulders. Head and shoulders above the rest. Definitely. So, uh, please give us a call in today. Uh, we'd love to do a profit plan with you. Uh, it's, uh, 100% money back guarantee. Uh, you can apply that against our services. Everyone that's done has got a ton of value. Really take the risk, uh, which there take the risk. There is no, we're taking the risk to know that we can bring value to you. We just want to know that you're serious. So please call in today. We'd love to talk to you. All right. Uh, so let's, let's move forward now. Um, I, you know, we, everyone's always wanted to know, we always get questioned, well, what did Matt do before internet marketing? You know, where'd the book come? What, what, what the, what'd the idea of the book come from? There's so much. And so I wanted to sit down and have a one-on-one, although Aaron is here with us as well. Um, so kind of a, a two-on-one, a two-on-one, um, uh, but you know, I, I, like, and even me, you know, I've worked with Matt for four months now and, you know, I know a little little bit about him, but there's always times like when he's, when we're sitting in training. Yeah. Oh my God. Yeah. Yesterday he called me an SEO expert. So, uh, but you know, it's like, he's always training me. And so like, I always get

to learn a lot about him, but, um, but there's always more that I want to know. And I think the listeners are the same way, you know, they want to know more about you and you know, what, what your background is. And, and again, why the book? Um, so let's, let's start off, you know, you know, tell us a little, tell the audience obviously a little bit about yourself, your background. Um, and I'll just let you start. So, you know, uh, I, uh, I am, uh, about to be a new papa. Ah, congrats. Congrats. So that, that's, uh, we're in the, we're in the red zone here in under 30 days. So I have my, uh, phone with me, uh, at all times, uh, also, um, you know, uh, have 10 cats and two dogs. Uh, my wife doesn't like me to share that, but, uh, uh, we had a, uh, some cats that had a litter and just decided to keep all the kittens, um, you know, they're all brothers and, you know, everything. So, uh, but a little bit about myself, um, uh, really just have a passion for, uh, internet marketing, uh, really, uh, started off back in my early twenties. Um, my mom was actually one of the first, uh, employees of Microsoft. So I got to see, uh, the internet grow. I got to see the vision back in the day. Imagine this back in the day. Uh, they said that there's going to be a computer in every household and in every living room. That was actually the, the goal is to get into every living room. So, uh, I, I've really just kind of followed, uh, the internet, uh, along the way, uh, from Texas A&M into, uh, my first role. Uh, I ran a staffing company, uh, with a lot of success, uh, for about 10 years. And I, I sold that, uh, a while back. Um, and, and then kind of transitioned to this. I don't know specifically what, what you wanted to know or. So,

so, you know, you talk about you, you obviously had success with this company. What, you know, what, what, how come you had success with that company? Um, uh, well, you know, I guess, uh, I always, as an entrepreneur, uh, wanted to have something that I had a phone and a computer and I could work anywhere in the world. Really, that was kind of one of the, uh, prerequisites for a business or a career path that I wanted to go down. Right. I also wanted something that was portable that I could take with me where I was really building a skill set. And so, uh, the first thing that I came across was, uh, headhunting, right? Um, I'm really surprised actually there's not more of those like at home classes, you know, like buy this baggage, teach you how to start a recruiting firm because it is kind of sort of that way. Um, people think of it not as maybe a true industry, which I, I truly believe it is. And there's a lot of money in it, but, uh, the viewpoint I had from some of my friends and family was, you know, that go get a real job. You're just like finding people jobs. That's not a job, you know? Uh, and being all commission, it really challenging, right? So if you don't have anybody that you're placing, you don't have a paycheck, right? So you have to build up enough volume and you have to build up, uh, the kind of the quote unquote numbers game to, to have the leads come in, to know that you're going to start placing people in a converting. Now I can tell you, if you only have one or two deals up and nothing's closed, you're like, this is the worst job in the world. Now you have, you know, 10, 20 deals up and five of them pop and you take 20 to 25% of their salary. It's the best job in the world. I can tell you, uh, here in Houston focused on

the oil and gas industry, worked with the operators, the, uh, offshore operators, um, uh, starting to place people offshore because it's all based on a percentage of salary. I pulled the lead, uh, engineer out of GE oil and gas and put them at a client of mine and I made a hundred thousand dollars. This guy was making $500,000 a year. So, uh, there, it's a really high ticket item. I could work, do a couple of deals, take off a couple of months. Uh, when I got serious and I was really going at it in my twenties, started to really ramp it up. Uh, and we did about $850,000, uh, my first year. Uh, and I had worked at another agency to kind of learn the ropes, if you will. Right. Uh, but did $850,000 and then grew it to about 4 million and then got bought out pretty quickly. You know, um, I think that headhunting is, uh, Oh, no, I was about to, I was actually about to ask you a question. I know we talked about it before, but let me know a little bit or let the, the, the listeners know a little bit about, you know, kind of how you used to, to get deals and the number of calls you used to make and how often you used to follow up. And I think that's really important because, you know, we always have to coach our customers, the fortunes and the follow-ups. So, so let us know a little bit about that. Yeah, no, I, I think one of the reasons I gravitated to inner mark, internet marketing as well is I was making 50 to 60 calls a day. They were all cold calls and it was just grinding out the phone and it was trying to find that needle in a haystack, uh, which, which just to tell our listeners, he does that here as well. We, I have to share a desk right next to him and I hear him on the phone quite a bit. That,

that, uh, is, is a very rare when I do that. Uh, uh, I, I take, uh, the list, uh, of follow-ups that we've had. We really drive a lot of our traffic through, through in-bound marketing, but to follow up with people, absolutely. I can do it pretty rapidly. Um, but yeah, so I was, I was doing cold calls, uh, every day, all day, uh, trying to get, uh, someone looking to, to make a move. And so I had to get really good on the phone with understanding what people's needs are, what they were trying to accomplish, building rapport with them and then moving them through the process. And I can tell you after, you know, eight, 10 years, uh, it gets a little old and wears on you. And so I started looking at a way to start creating inbound marketing, right? Uh, to start bringing people to you, to attraction marketing. Uh, and that was one of the things that I saw with internet marketing pretty rapidly. Actually, early on, I started to use, uh, email automation, uh, for outbound outreach or cold email marketing, uh, before, before, yeah, spam, spam, spam. Okay. Okay. Just making sure. Just want to be clear. Uh, before, before, uh, before, uh, the rules came down too hard. Also like, uh, I was recruiting when LinkedIn started and anybody that was putting their information on LinkedIn, I knew was looking for a new job and I had alerts set up and someone would put it on there, I would call them, they needed a job, I would place them. And that was worth quite a bit, uh, to, to me. And so, um, but really it was this slow kind of transition where, uh, I was trying to do things as a salesperson and I could only do so much or had so much bandwidth and I can only call so fast. I could only talk to so many people. So sending out mass emails, right? Sending out a big group of mass emails and then calling the

follow-ups over here. And I started to have kind of the system that I worked through, uh, also from the inbound standpoint, I got to a point where I tried a couple of different formats of each step of the call and I found stuff that worked, you know, 80% of the time. And so then I just kind of started saying that or something else. And then when I started training people, I could tell them, uh, what they needed to say to move people through that quote unquote sales funnel. Uh, really, you know, you got marketing on the front end and then you got sales on the back end. And I was in that gray area where I was fully into the sales side of it, but I was trying to grab more and more into the marketing side because it created a lot of leverage. Um, so you talked about, you know, obviously being an entrepreneur, um, and, and, and after, you know, I've, I've followed so many different guys and I look and I even look at like my father-in-law and see where he's failed, you know, what are some of your failures? I mean, I mean, or, or one, you know, and I, and I don't mean it like that. I mean, you know, like what, like, you know, what's happened that is, you know, that's failed that's, you know, Oh, okay. I've got to pick myself up, you know? Yeah, no, I, I really think that, um, one of the turning points in my life that led me to where I am today, uh, was one of my greatest failures. So, uh, I had decided that, you know, the cold calling, uh, was getting a little old and I was starting to see some of the advantages from emails, uh, and as well as like AdWords, there was some really, I was starting to see some things. Now the, the staffing industry's back still stuck in the 1950s. Now there's some really high speed, uh, staffing agencies out there, so I'm not talking

to them, but I'm just saying the industry as a whole still operates a certain way. There are certain metrics that you use and they, and they tend to work today. Well, with all that being said, uh, I started to move more and more away from it. I started to see what monster did. I saw the kind of rise and fall of monster. I saw that aggregators come into effect with indeed. I went to some conferences, uh, out in Las Vegas, started to get connected in with the people that like started zip recruiter and that sort of thing. So I decided to, to build my own aggregator for the healthcare space. Uh, and I started to get into some very high end IT work, uh, as well as internet marketing work that were well beyond what I knew. Right. But I had made a bunch of money. I had just sold this company. So I was just throwing money at it. I had thrown about a hundred thousand dollars at this thing before I started. It'll really go, this is not working. And, uh, and really the path of like, why is this not working for me, uh, has led me to, to where I am today. And, and that's what really kind of the reason I started the book. It's kind of like a journaling of, of the, the, the, of my story. Like I just kind of kept notes of, uh, what I went through and what I had to learn and where I went to that. And, and also I read a lot, as y'all know, I read typically about a book every two weeks now. It was every week. I also listen to books on tape and, uh, um, actively read a lot of different blogs and stay up to date with what's going on with the podcast and everything. Now, um, this massive amount of information is, is really hard if you're a lay person to try to put it together and piece it together. And so I had to really

think about just like when I built our own custom SEO strategy of how do I put this together where I can teach somebody else? Because that's how you scale a business. That's how you grow a business is you got to find something that's replicatable. And so as I started to, uh, you know, grow in the inbound marketing and the internet marketing and taking more and more of my day, I just started to chronicle it. Just like, you know, every time we're finding new citations, we're, we're building that list. And so I just decided, Hey, I'll put this list together. And a lot of people ask me that question so much. How do I build myself as a brand? How do I grow my internet marketing? How do I, uh, build my business online? How do I generate leads online? All those types of questions. I get that. And a lot of the people that we're talking to are micro businesses or entrepreneurs as well as small and medium sized business owners. And that's the predominant question I get is how do I build my brand online? So I just decided to take all the information I have, all the knowledge I had, and put it together in a step-by-step format in the book. Were there anyone that like influenced you on the book? Oh yeah. Like, I mean, avid reader. Seth Godin has probably influenced me the most. Beyond that, Dan Kennedy and Perry Marshall. Dan Kennedy has so many great books out there. He has actually written a book about all these different niches. Uh, he's kind of like the godfather in the direct marketing space. I was really, um, I would say I'm classically trained in like direct marketing and really the internet is, uh, just a really strong application of that. Just like with the mail, they know their numbers, right? Uh, from David Ogilvie, uh, you know, and, and, and what he did in advertising, he was also a big proponent of the direct marketing agency. And I mean, Russell Brunson,

I almost feel like has kind of, uh, stepped into the mantle, uh, or the, the next generation. Let me say that the next generation for the Dan Kennedy, I've read all his books. Of course, you can't find a blog online. That's not, uh, or a topic online about, uh, internet marketing that you're not going to run across Neil Patel, just, you know, real, really amazing. I've read all Perry Marshall's books, uh, as well. Uh, Ryan Dice, who's based out of here in Austin, uh, is great. Um, uh, even Brian Horn, a buddy that I'm writing the, the book, uh, he, he wrote a forward in the book, uh, fantastic with authority marketing. He's here in Houston. So, um, there's just really a lot of excellent mentors out there, but it's really taking the knowledge that they teach you and it's that application, right? And, and that's the key is starting to do it, putting it in writing, putting it in action, putting it in paper and getting the ball moving because the internet is a lot like, you know, investing in an annuity or something like that. Like there's compound interest in every link and every website, um, as it grows, as it ages online, uh, the more like Quora, for example, uh, I mean, you know, I think I've answered maybe only like 50 something questions on Quora and I'm getting over six or six or 7,000 views a week. Right. You know, and over time, more and more people see it. And that's just like this podcast, more and more people find it over time. So you want to, uh, put that, put that shingle out there and say, Hey, this is what I do. This is what I'm offering. And really this podcast in a lot of ways is a by-product of what we do as a service to our customers. Really? We're just talking about our experience of what we're currently doing. And that was really what gave me the idea to write the book is people are already asking me

this. Let me just kind of start writing down how to do this. So, so what do you hope, you know, the readers get out of your book? Um, uh, you know, they always say, you know, someone reads something and you're like, Oh man, that like, like, I mean, are you hoping they learn something or are you hoping they're able to build their brand or, you know, what is, what is your, um, I, I really think that the, the new economy, quote unquote, the new economy has changed how people, uh, how, how people generate business and how people do business attraction marketing, uh, and one on one marketing, like the internet, you're talking directly to somebody. They're sitting in front of their phone. They're sitting in front of their computer. You have opportunity to talk directly to them. Long form sales letters or those, um, you know, long copy on the internet is like your sales person and you want to answer all your objections. You want to do that now, um, using the internet to generate new business for yourself and becoming an authority in your space is really the key component, um, or really the crux of, of what I want to express. And you don't have to do that just through the internet. It's just the easiest place to do that because it doesn't cost anything but your time, right? There's, there's definitely paid strategies that we can get into at a later date, but it only costs your time. It's like Facebook's like a endless cocktail party, right? You probably maybe heard that, uh, before, um, you can get on Facebook and you can go into those groups about those different niches and find people you're interested, start a direct, start a conversation with them through direct message, just like you would at any networking function. Now, if you're not good in public networking and you don't want to approach people, same thing's going to try to translate to the internet. One, not as much rejection, right? But, but two is you,

you can't be shy. Um, people on Twitter, super friendly when you get involved in the different communities, when you have common interests. I know you, Adam, uh, in the veterans community, um, very active, um, there's, there's a lot of bonding that happens and people are starting to organize themselves online and based on topics that they're passionate about. And so you can get involved in those topics. You can start sharing your expertise. I've seen this a lot in gaming and I really think that the next generation of kids with gaming, they're going to be experts. Like I talked to this guy, uh, the other day on the phone, he's published a few books. Okay. Like little bitty eBooks and stuff like that, but has done a lot with Minecraft. Like, so he's like a expert in Minecraft. He's like an authority in Minecraft and, um, you know, that's, that's really what the book goes through is kind of the psychology, the different platforms, what you need to do to build yourself as an authority really on and offline. But I lean in a little bit more towards internet marketing. Cause I, I think you can create a lot of leverage and I believe you had a question for Matt. Yeah. Tell us, uh, I know you've been here, um, at eWeb for a little while now, kind of tell us, uh, the backstory on that, why you, why you chose eWeb and kind of the evolution now to the podcast and now into the book? Uh, yeah. Um, I think that really, uh, how we intersected was, um, one, it is five minutes from my house. How come I always hear that? That's the joke. Uh, but, uh, you know, Chris, Chris was, uh, uh, looking to restructure the company. I mean, he'd been in business for 18 years, started off as eWeb style, um, really strong at building websites, a lot of capabilities there. Uh, as time went on, people said, Oh, great website. Love the digital brochure. Now, how do I get traffic to

this website? Right. And so, uh, he even recently changed the name to eWeb results. So a lot of, you know, us maybe as eWeb styles or e dash web style.com. Hey, don't write that. And really that's something with, with SEO is, uh, having a dash or an underscore separated it out for Google to recognize it's different words. So that is proper protocol. Um, but yeah, so really looking to rebrand the company, really, uh, focusing more on lead generation efforts. Uh, one of his, uh, like tried and true is he's not going to hire anybody that hasn't spent their own money right on, uh, hasn't spent their own money on campaigns because you, you, you want somebody to work on your campaigns that has felt the pain of losing and not working on like, as you know, Aaron Johan, I mean, both of you had spent your own money when I, when I brought you on. And so, yeah, Chris was looking for some hiring. I had initially, uh, joined up to help him with some PPC because I was like knee deep in that and his PPC guy was leaving and, and we started to look at everything and just decided, um, that, uh, you know, it would be better to have me as the COO and, and give me some equity in the company. And, uh, really the format of building it is, uh, we've hired everyone the same way I hired in my staffing firm and, uh, we're building pods and people's books of business and, uh, really like a entrepreneurial versus an entrepreneur. So I'm looking for entrepreneurs that want to have a playground and have a structure and we're growing really effectively, uh, through that. And so, uh, we've added a lot of capabilities. We're really cutting edge and what we're doing, we're doing a lot of geo fencing. We're doing some, uh, Facebook bots. We're doing email marketing, programmatic ad buying, uh, and as well as all the fundamentals, uh, we're certified in a lot of the, uh, major platforms

like Hudspot and Salesforce and that sort of thing. Uh, can we, can we back up for one second? You talked about hiring, um, and, and obviously, you know, you, you hired all of us, um, um, you know, it's, it's kind of like you, you know, and I hear you say it all the time. It's, you've, you've built this team, you know, and, and, and you, you've trained them and, uh, and whatnot. Like, I'm trying to think of the question to go back to and how to, how to word it. But, you know, what, what are your thoughts on the hiring? Well, talk to a business owner. Yeah. Yeah. Yeah. What to look for, how to make a build a company. What you did. Yeah, no, um, I, you know, so as a, as a headhunter, um, and, uh, moving into kind of the, the job board space and that sort of thing, the question I always got was I need to hire and I need marketing. I need to hire and I need marketing. If they have marketing and they need to hire, they still want marketing. But, uh, but, uh, hiring is really something that not everybody does every day. Right. And even interviewing for jobs is something that not everybody does every day. So it's really a skillset. So sitting in that kind of space or in that hiring mode for, you know, almost 10 years, you really get good at what to look for, uh, what kind of questions to ask. And it's really about your company culture and what you're trying to create. Is that person going to be a fit, uh, for the team? Is it going to be a fit for the culture? Do they have the work ethic? Uh, do they have the capabilities to learn what you can teach them? Right. Uh, I also believe that, uh, you can hire, uh, talent, right? You can pay a lot and you can hire some excellent talent, but know that they're going to come in with their own kind

of way of doing things. Um, or you can hire and, and train them and grow from within. And, uh, it just, it really depends what you're looking for. Uh, I think, uh, going back to just recruiting for a second, if you're looking for something in particular and you're looking at someone's resume, if they cannot articulate in the resume exactly what they did and you can see the connection for what you need done. Um, and I'm talking more white collar jobs, right? Like blue collar, a little bit different. Some of the welders and stuff like that don't, don't always have resumes. Uh, but if they can articulate what they've done and numbers and that sort of thing in the resume, um, they probably aren't going to be able to articulate it in person. And if they're on the bubble and you bring them in, you've got, they got to be able to articulate what they did and you got to be able to see the parallels from what you need and what they can do. Um, I mean, I think that that's probably one of the biggest things that I look for. I also look for, uh, I ask, you know, what's the last three movies you, you know, watched or what's the last three books you read, right? You gave me some crazy questions. Well, those, those questions give me an insight into who you are and to, uh, how you, how you think and what you do. Like, I mean, Aaron, for example, had read some of the same books I had read, right? So I already know that if I'm going to teach a concept that I've, I've learned or want to implement, right? He is on board with that same thinking, right? Uh, another, uh, little tip and trick that I've done for definitely small business for the big businesses, right? They come up to the 20th floor and, uh, you're, you're never going to be able to see their car, uh, but walking them out and walking them to their car

and then looking in their car and if their car's a mess, typically they're unorganized potentially. Like, let me just put that nicely. I kind of have something funny to say. Uh, my mom dated a headhunter years ago and something that he did was they would go out to lunch first and if they salted their food before they tasted it, he wouldn't, he wouldn't recommend them or hire them. That's a good one. Uh, and it was, she said it was based off of like, he hadn't even tried his food or she had, so he doesn't know and he, they're already salting it. It's not thoughtful. Yeah. And it, and it, it, it hurts the cook's feelings, right? Yeah. So not to get off subject, but I think that those are, those are good things like, uh, you know, and looking. Yeah, and, and when, and when you're doing hiring too, you want to, you want to really have in mind like that for marketing, same thing goes like the persona, you got to understand what you're looking for because you're going to like a lot of things that walk in the door. So if you don't know exactly what you're trying to fill and what you need, it's a lot of like with clothes, uh, women and clothes, uh, men in clothes too. Uh, but, um, if, if you buy everything that you like, you're going to have a bunch of like blue shirts or something, you know what I mean? You're going to have all of one thing. You need to know, uh, what you're hiring for and what skillsets that, that person needs to have and how that's going to fit into your team. Also, um, if you want to save money, you don't need to hire a headhunter now with LinkedIn and some of the other tools online, you can go search for what you want and pick up the phone and call them. That goes same way for people that are looking for a job. Uh, Jamarcus, that's how, um, you know,

he, he, he called us and he kept on us as we were through a hiring process with some other people. And, uh, finally we interviewed them and hired them, right? So it goes, it goes both ways and you got to understand online, it connects you with so many people. You can send a message through Facebook for free to anybody, right? The power of connectivity is here and people are generally friendly. If you know how to interact with people in person, you know how to interact with people online. Does that, no, no, I think that those are probably a few things I can't think off the top of my head. You need to write, go ahead and write a hiring book. Next up a hiring book. Well, you know, like you said, we've actually had to, um, with clients, uh, when we're generating cold leads for them, warm leads are a little bit easier, but cold leads, uh, we have to step a little bit more into the sales process with the recording of the calls, uh, as well as the scripts and coach them a little bit more because cold leads are a lot harder. The fish, if you want to use that analogy of fish on a hook, they're not really hooked really well. You've just got them interested, right? And so, uh, cold leads, you really have to put your full sales game on and move them through your process. Like they were, uh, someone you just met, you know, um, they're just raising their hands saying, Hey, I'm interested. Typically, what do you, what do you recommend for like a, a business to follow up? Like the calls, the emails, like how, how often should they kind of do that? What, what should the system look like? So that's one of the things I learned in recruiting quite a bit is people are like, Hey, call me in a month, right? Or call me next quarter or call me in a week. All they're really saying is I'm busy right now and

I can't talk. So if you call them in a day or two or the next day or whatever, and just use kind of permission-based selling and ask them, Hey, is now a good time? Or if you want to use a, what is it? Chris Voss never split the difference is now not a bad time. Now, not a bad time. Um, you can, um, you can usually get them on the phone and you just gotta, and that's why LinkedIn's a great format because people are on that platform in the mindset of doing business and networking and that sort of thing. So it's the right time to, to ask those sort of questions. Um, did that answer your question or not really? Yeah. Well, just that part in like how often, how often should I call with these cold leads? How often should I call? Yeah, no, you, you, you want to with, with cold leads, depending on the cycle and the cadence, it's really going to depend. If you have, uh, someone that's trying to, for example, we have some chiropractor clients that, uh, do free exams and then refer them to lawyers. Uh, you know, it's a three day cycle and you want to hit them maybe 10 times in those three days of multiple different formats, uh, text, email, uh, remarketing campaigns, that sort of thing. And then maybe even a call or two, right? So it really depends on the campaign. That's why we customize every campaign. That's why we put everybody through the profit plan to better understand what they need. Uh, typical rule of thumb, most companies don't do any kind of follow up and the data at all, right? Even, even, even internet marketing companies. I mean, we just had a, uh, you just talked to a client. So, so we just, uh, we're about to leave a 40 under 40 Forbes, 40 under 40. And, uh, the, the, one of the main reasons he was going with us versus the other companies is, uh, you know, all the companies

look pretty good online. He didn't know the difference between all of them. Uh, we had email follow up, right? So, uh, yeah, so, so, so really even, uh, instituting something like that is, you know, uh, substantially again, head and shoulders above what other people are doing. It's those incremental increases where you're going to really see, uh, that impact. But I would recommend, you know, again, it's dependent on what you're selling, but, you know, an email that same day, an email, maybe a week later, you know, two weeks later, you know, a month later, and then whatever, like whatever the rotation is, it's really dependent upon the businesses, but you can send them, uh, through these email, uh, platforms. You can send them testimonials. You can send them case studies. You can do all kinds of trust building articles. You can build an automated process for your sales team, get it set and implemented once where I've seen this help almost the most is with realtors. Um, it's helped a lot. People that are in the phone business, in the cold calling business, in the recruiting business, in the commercial real estate business. When you're trying to follow up with people, you need multiple touch points. I mean, the data is out there that most of the sales don't happen until after the fifth contact or the sixth contact. And even the best salespeople typically stop at three. And I mean that, again, that goes back to why I initially got into this business is to create that leverage and to create those touch points when I can't call them all the time. Even with a lot of, uh, the, the people that I call here and follow up with, I called this guy, well, two of these people today that, that we've, uh, moved over into, uh, starting profit plans with us. The last touch point, not the emails, but the last touch point manually on the phone by one of you guys was back in March, but all these people were back in March.

So we're not able to call people as often, but we're able to, uh, touch them multiple ways. Um, also, uh, I can tell you the podcast, uh, for us, it generates, I don't know, 65% of our business, maybe give or take some, but you have to create content, you have to create value and you have to distribute it, whether it's in blogs or vlogs, whether it's in podcasts or infographics, whether it's in interviews or videos, whatever you do, show people that you're an expert, build yourself as an authority. And then people 60% are, I don't know the number, actually, I don't know the exact statistic, but it's somewhere around 60% of people before they even call you before they even pick up the phone have done the research and have narrowed it down to a few companies. So you need to put your best foot forward and put as much content as you have up there. We are actually launching our new site next week. And, uh, every about three years, you need to update your website. Uh, everyone out there, I think every, everyone out there, you know, you get going with business and our last update was, I think 2012 or something like that. So it was a little bit long on the tooth, kind of cobbler's kids have no shoes. We're, we're doing everything for everyone else. We're working on clients and, uh, and, and got to do it for ourselves. But, um, I got to get going guys. I actually have to head to a funeral. Unfortunately, I went to a wedding last night, uh, funeral today. Um, but we are going to start, uh, Chris and I are going to start being on a lot more podcasts. We're going to do a speaking tour. Chris has already started to gear that up, speaking at local events. So if you guys want to have us on your podcast or, or something that you're doing, please reach out. We are friendly here. Uh, we're very much education oriented. We'll talk to you.

We'll teach you things. Every month we go through, uh, uh, MRC call with all our clients and, and show them what's going on. We're what's MRC. Let them know what MRC is. Monthly results call. Yep. So, uh, we do that. We, we touch a lot of clients once a week or every other week. Uh, so we're really, really friendly guys. So, uh, please reach out to us. If you have a question, we're happy to help you out. Uh, we love helping people. Um, these guys here are great. Uh, really love working with everybody. We have on staff copywriters. Um, uh, everything's done in-house. Everything is done in-house. Our strategy is in-house. We don't outsource it. We know what we're doing. We can give you a lot of value. So, uh, give us a call today. Set up a free, uh, consultation. We'd love to talk to you. Buildyourbrandmania.com. We're working on finishing the book funnel today. Yes, go there. The book should launch shortly. Go there so we can retarget you. Yeah. But, uh, buildyourbrandmania.com. Buildyourbrandmania.com. Buildyourbrandmania.com. Buildyourbrandmania.com. And, uh, the book will also be available on Amazon. Uh, so, so please check it out. Uh, really appreciate you guys. Um, no, Matt, seriously, thank you for sitting down for the one-on-one. Um, I think it'll mean a lot to, to the audience. I'm getting to know you. Now we gotta get Chris in here, um, and get a little one-on-one with him. Well, yeah, and just to reiterate, it'll be back to your regularly, regularly scheduled program, uh, next week. Again, Chris is, is out of town. Um, but we are gonna start a new format for the podcast, a more interview-based format, as well as a roundtable-style format. Uh, we have been working on that today. We'll be launching that soon, so please stay tuned for that. Just know that, uh, regular scheduled format coming back, but new format as well, if, if you have an interest in, uh, this style or a roundtable style. Yeah, and, and, and, you know, feel free

to reach out, you know, tell us what you think about this, this podcast. Um, uh, you can hit, hit me up at PR at ewebresults.com. Um, I'd really appreciate your comments. See what you think about this style of podcast, because this kind of helps us with, uh, moving forward, um, with our new podcast, um, that we'll be launching shortly. So, so this is Matt Bertram. And Weathers. Adam Gregory. Bye-bye for now. Bye-bye for now. I think she's gonna set me free. Dream she's my...