Episode 407: From Transcript to Traffic: AI-Powered Marketing

Intro

0:00:18 – (Bob Woods): Welcome to the Making Sales Social podcast featuring the top voices in sales, marketing, and business. Join Brynne Tillman and me, Bob Woods, as we each bring you the best tips and strategies our guests teach their clients so you can leverage them for your own virtual and social selling. This episode of the Making Sales Social podcast is brought to you by Social Sales Link, the company that helps you start more trust-based conversations without being salesy through the power of LinkedIn and AI. Start your journey for free by joining our resource library. Welcome to the show.

00:00:45:09 – (Brynne Tillman): Welcome back to Making Sales Social. I’m Brynne Tillman and I am absolutely thrilled to have today’s guest, Matt Diamante, on the show. I’m a huge fan of Matt’s work. I follow every video he puts out, often sending them to my team at all hours of the night because I am just blown away by his genius. As the founder of Hey Tony! Matt has dedicated himself to helping small businesses thrive through effective SEO, paid advertising, and content that truly converts. With over a decade of experience and the impressive ability to build brands that reach millions, Matt Insights are invaluable for entrepreneurs looking to enhance their marketing strategies. Matt, I heard you talking about that genius tip for small business owners. Exactly. Could you share that with our audience? 

00:01:452:09 – (Matt Diamante): Oh my God, yes. So, there’s so many tips, first of all. So the one I think you’re referring to is filming yourself answering a question that you hear from your customers, your clients, every single day, filming stuff on your phone. However you want to film, it could be on zoom and then take the transcript of that recording put into ChatGPT and to ask it, summarize this right. You’re just training ChatGPT to know exactly what you know. And then you’re going to create an outline of a blog post. Right? So you’re going to put or you’re going to put questions that people might ask or different topics that you cover, or you want to elaborate on and then you’re going to say, yeah, you you could use your own prompts, but something like,

00:02:21:14 – (Matt Diamante): using the transcript above, write me an article. You know, here’s the title of the article. Here’s the keyword I’m going after. Make sure to include my experience, expertise, you know, case studies, anything that you mention in that transcript. And it will write you a unique piece of content that should be fairly optimized. And there’s a bunch of other stuff that you can do prior to this, like looking up the top three search results, seeing what they’re doing on their pages.

00:02:45:17 – (Matt Diamante): So go ahead, go to Google, type in the keyword you want to rank four, see what the top three results are. Copy those into ChatGPT as well and ask them to summarize further training. And then you could also see how many times you’re using the keyword, how long is there, you know, how many words are on the page. And, you know, do they have videos? Do they have images? All that kind of stuff. And you could use ChatGPT to generate almost all of that.

00:03:08:08 – (Brynne Tillman): And it’s amazing. And we have a crispy prompt format that we teach. We have a book on it.And I love the idea of using transcripts. 

00:03:18:17 – (Matt Diamante): Yeah, 

00:03:19:08 – (Brynne Tillman): yeah. 

00:03:21:17 – (Matt Diamante): So I’m just like, why haven’t people been doing this the whole time?

00:03:23:01 – (Brynne Tillman): Like, right. 

00:03:25:17 – (Matt Diamante): And if you don’t want to pay for a transcription tool or you, you know, you don’t have access to an AI that does it for you, literally upload your video to YouTube and it’ll transcribe it for you. It’s insane 

00:03:36:01 – (Brynne Tillman): That’s amazing. I love that. Yeah. We, you know, zoom. Everything we do is on zoom. So everything is transcribed. But we also use no takers. I feel like everyone is a taker, we use simple AI. There’s tons out there. And then you’ve got transcripts within your 30s. 

00:03:55:17 – (Matt Diamante): So yeah, I mean, I don’t use any note takers. I don’t think anybody on my team uses no takers. It’s definitely something we probably should do, but I’m like, there’s a couple key points that you need to grab from a conversation and just write that stuff down. Right. 

00:04:09:01 – (Brynne Tillman): It’s just fantastic. I love it, I love it, I love it. So I’m going to now go back to the typical first question we asked all our guests, which is what does making sales social mean to you? 

00:04:20:17 – (Matt Diamante): Oh my God. So there’s a couple different ways that I can answer this. Firstly, it means running a business. It means constant people, you know, inquiring for your services. It means selling courses or books or digital products, whatever that might be. But it also means creating jobs, right? And by creating jobs, you’re improving communities because you’re giving money into those communities. And those people can either afford to buy a home or they can send their kids to college or whatever it is they can give back to the communities in whatever way.

00:04:54:09 – (Matt Diamante): And that’s part of why I like posting all these social videos. And the content that you’re referring to earlier is because if I can help one small business do this for free, right? I’m not even selling them anything. I’m showing you exactly how to do it for free. If I can do that, I can change the world, one small business at a time. And I don’t know if that’s an adequate answer to your question or not. 

00:05:17:01 – (Brynne Tillman): Well, I love the question. I love the answer. And, you know, it is whatever it is for you. 

00:05:24:09 – (Matt Diamante): Yeah. 

00:05:25:01 – (Brynne Tillman): I will say, you know, we are companies, you know, over a decade old, and we know we’re going to be 12 years old and your free videos have had such a huge impact on.

00:05:39:09 – (Matt Diamante): Yeah. 

00:05:40:01 – (Brynne Tillman): Like crazy impact. So which obviously had me reach out to say, hey, I want you to bring a bigger impact to my audience. 

00:05:50:09 – (Matt Diamante): Yeah. 

00:05:51:01 – (Brynne Tillman): And I’m for those of you that are on LinkedIn, go follow Matt. Go in and start looking at his activity because the LinkedIn algorithm does not do it justice. When I I’m seeing you mostly in Facebook and I’m not even sure if they’re YouTube and TikTok and I’m sure you’re all over, but every single time I go into my Facebook, your face is there because I have trained the algorithm that I will listen to it 3 or 4 times. And so it knows. 

00:06:27:09 – (Matt Diamante): That’s amazing. So the craziest part is I’ve been posting on Facebook for about two and a half years, while I’ve only been doing social media for like two and a half years. It hasn’t really been that long, and If you’re making a face, you’re like, that’s insane. So literally when Instagram had the, the button or the functionality to just cross post your videos or your reels to Facebook and threads, I have those clicked on and that’s all I do.

00:06:50:27 – (Matt Diamante): I don’t even really log into Facebook personally because I have two factor authentication. It’s a pain in the ass. All this kind of stuff. So I am building an audience on Facebook, which is insane, and I’m not doing anything additional. I’m not even logging into the platform to post. 

00:07:09:01 – (Brynne Tillman): Wow, that’s amazing what we’re using. 

00:07:11:27 – (Matt Diamante): Just Instagram, 

00:07:12:01 – (Brynne Tillman): Instagram and having it automatically go to 

00:07:17:27 – (Matt Diamante): Instagram has like, when you go to post something, 

00:07:18:01 – (Brynne Tillman): My facebook post goes to Instagram. I’m the other way around because I’m so we were for 

00:07:24:27 – (Matt Diamante): yeah it’s crazy. Like if a platform offers you those cross posting tools automatically, like you’d be stupid not to do it. 

00:07:32:01 – (Brynne Tillman): Yeah. Oh I love that. That’s amazing. Amazing. So I’m going to start with, you met Garyvee. 

00:07:41:27 – (Matt Diamante): Yeah. 

00:07:42:01 – (Brynne Tillman): And you said to him that jab, jab, jab, right hook changed everything.

00:07:47:17 – (Matt Diamante): Yeah. 

00:07:50:01 – (Brynne Tillman): Share with me a little bit about what it was actually like. 

00:07:54:17 – (Matt Diamante): I have it right here. It’s a great book and it’s not long. It’s. It’s very similar. It’s a very easy read too. Sorry. What was your question? 

00:08:01:01 – (Brynne Tillman): And it’s like ten years old and it’s still totally relevant. 

00:08:07:17 – (Matt Diamante): It is ten years old book. And like if you look on the cover here, I know some people are listening, but if you look on the cover, there’s like a logo for Google Plus which no longer exists, vine that no longer exists. Twitter now X like it is. It talks about a lot of these platforms, but the core message is social content is a game changer for business, and if you’re not doing it, you’re an idiot. Basically.

00:08:29:02 – (Brynne Tillman): So I feel like the thing that you got from this and correct me if I’m wrong is the jab, jab, jab, right hook is value, value value to promote a little bit value value value. So I have seen more value from you than any other creator ever. Ever. Like I’m not joking. It’s unbelievable. 

00:08:52:17 – (Matt Diamante): And I love that 

00:08:53:02 – (Brynne Tillman): I love that and I mean, and you’re so clever at your love, is it your wife? That’s it. 

00:09:01:17 – (Matt Diamante): Yeah.

00:09:02:02 – (Brynne Tillman): Okay. So your wife, like everything is. Hey, that was genius. Tell me about it. And I have to tell you.

00:09:07:17- (Matt Diamante): Yeah, 

00:09:08:02 – (Brynne Tillman): I’m stealing that. And I have, Hey. 

00:09:11:17- (Matt Diamante): You should. 

00:09:12:02 – (Brynne Tillman): So I’m doing a hey, mom with my 22 year old son. 

00:09:17:17- (Matt Diamante): That’s great. Yeah. So I love that. 

00:09:18:02 – (Brynne Tillman): That, So. And you think that the jab, jab, jab, right hook really was a big influence on that?

00:09:24:17- (Matt Diamante): It was a huge influence on me starting to post content. But also there’s a couple other influences as well which I’ll share if. Yeah that’s cool. So the other book that I was reading at the same time is jab, jab, jab, Right Hook or like directly after it was called the one thing. And it’s like, what’s one thing you could do every single day, you know, to achieve a year one year, five year, ten year goal, whatever that is.

00:09:44:16 – (Matt Diamante): And I was like, I write social content in my mind. And up until this point, by the way, I swore off any kind of social media. I wasn’t on it personally. I wasn’t doing it for businesses. I had access to some pages because we were running ads and stuff like that, but I was like, you can’t grow organic. It just doesn’t work. And then I read this book and then I got on Instagram and then TikTok and all this stuff, and I was like, oh, okay, now there’s video. Now the algorithms are pushing your content out to people who haven’t seen it all. This kind of stuff. And I was like, I can post a video every single day for a year, right?

00:10:19:26  – (Matt Diamante): And worst case scenario, I prove these guys wrong, right? Best case scenario, I prove or sorry, best case scenario, I prove them right. Worst case, I prove them wrong. And I’m like, this doesn’t work. I prescribed I did your thing, took your advice and it doesn’t work right. But I almost gave up after six months.

00:10:40:09 – (Matt Diamante): But I was like, you know, I committed to a year after six months. I’d posted like 300 videos because I actually upload 2 to 3 times a day. I was like, I need to cut my learning curve. And after six months I had like 1500 followers. And I’m like, this is unsustainable. Like, I’m not getting clients, I’m not getting work.

00:10:55:16 – (Matt Diamante): All this kind of stuff. My brother texted me. He’s like, why are you posting so many videos? You’re making money, somebody’s paying you. And I was like, no. And he’s like, then stop doing it. You’re wasting your time. And I was like, I’m just going to, I’m going to do another six months. A week after that period, I had two videos go viral. I went from 1515 thousand, and by the end of the year at like 100,000 followers on Instagram, which is wild. 

00:11:21:02 – (Brynne Tillman): It’s amazing. Well, you’ve earned it. 

00:11:22:16 – (Matt Diamante): Yeah. Thank you. And then another thing I want to say as well is jab, jab, jab right hook. It’s all about value, value, value, sell. And people won’t mind if you’re selling if you’re giving so much value, which I still, you know, use those principles today. But I also think it was Alex Hermosa, on a podcast or a video or something. I saw it, it was like, oh, no, maybe it was one of his books. It was to give away what other people charge for, give it away for free, and you will position yourself as a thought leader. People will trust you with all this kind of stuff.

00:11:53:07 – (Matt Diamante): And I was like, how am I going to get paid then? But I’m going to try it anyway, because that aligns with what Gary Vee says in this book. So I’m just like most like I would say, like I’m posting like 50 or 100 pieces of content and not selling instead of 3 or 410. Right. And that’s creating so much value and so much trust with people that I don’t even say, hey, I’m looking to take on clients, book my agency, hire my agency.

00:12:21:11 – (Matt Diamante): It’s gotten to a point from June 2023, which is about when I started, when I had my first videos go viral. Yeah. Now it’s my, at the time, my agency was three people. Now we’re 16. 

00:12:37:02 – (Brynne Tillman): Wow. 

00:12:38:11 – (Matt Diamante): Right. And it’s I wouldn’t have been able to do that had I not posted every single day and kind of stopped, not stopped digging three feet from gold, if that makes sense. Right. Push past those blockers. 

00:12:37:02 – (Brynne Tillman): I love that there’s a, gentleman, Michael Porte, who wrote a book called Book Yourself Solid, and he has a quote similar to that which is give away so much value that you’re afraid you gave too much and then get. 

00:13:06:11 – (Matt Diamante): Yeah, I actually had a client at one point, he was a YouTuber and he was like, I was like, how are you making money if you are giving everything away for free? And this was before I had access to like, PayPal or sales or anything like that. And he’s like, if you give away 99.99% of what you know, people will pay you handsomely for that last point 1%. And I’m like, I’m going to give all of it away, 100% of it away. And people are still paying handsomely. And I say handsomely, like our budgets are cheap for the agency side.

00:13:35:22 – (Matt Diamante): But we do. We do a lot. We do good work. 

00:13:40:02 – (Brynne Tillman): Yeah. I’m sure. Yeah. And I like that. It’s handsome. I mean, because it’s fair. I’m sure. Right. Like they’re. Yeah. What they’re getting.But I, I love that. Today, I feel like I’m going to be chatting. Today’s world that’s, people can Google, people can ChatGPT, people can find answers. So if we’re not giving answers, they’re kind of going somewhere else. Yeah.

00:14:04:01 – (Brynne Tillman): and here’s the interesting thing I think is the more you give away, the more they need they know they need to do and the more overwhelmed they’re going to feel. So where are they going to come when they need someone to do it for that?

00:14:19:01 – (Matt Diamante): Yeah. 

00:14:20:01 – (Brynne Tillman): Person that implements them. 

00:14:21:01 – (Matt Diamante): My whole thing is like, I don’t want to overwhelm people because marketing is easy, right? And I say that and a lot of people probably like that marketing is not easy. Marketing is easy because it’s just a series of steps and ab testing, and I don’t necessarily know what’s going to work any more than you, but I have more experience so I can make educated guesses and I can pivot a lot quicker with strategies.

00:14:43:02 – (Matt Diamante): And that’s literally the only difference. It’s words on the page. It’s putting the keyword in the right spots, all this kind of stuff. So I don’t want to be overwhelmed. I want to break things down. So that literally, like my mom has no idea what I do, but I’m writing a book right now. Well, I’ve written the book three times, I will say, and before I publish or before I do anything, I’m going to have her read it and be like, can she understand this?

00:15:06:09 – (Matt Diamante): She has no idea what I do. She’s like something with websites. And so with all of that in mind, I don’t want to overwhelm people. But what happens is people see how much time they have to spend doing this stuff, whether it’s like 5 or 10 hours a week or whatever. And they’re like, I can’t possibly do that, right? Like I watch the courses. It’s all very straightforward, all this kind of stuff, but I don’t have the time to spend. And that’s when they come to me and they’re like, yes, I’ll pay you, you know, $3,000 a month to do SEO. 

00:15:41:01 – (Brynne Tillman): I think about it. I mean, you are essentially their internal marketing team. Yeah. You can’t buy that. You can’t hire at $3,000 a month. So no, you go, okay. They pay me handsomely. You’re what? You’re saving them. And the ROI, the time to success is so much faster than if they tried to do it themselves. So you’re getting a return on that investment where essentially, you know, a good marketing plan will not just pay for itself, but will increase your revenue so that it’s really an investment, not an expense.

00:16:21:10 – (Matt Diamante): Yeah. And if somebody tells me, like business is really slow, we don’t have enough to keep on all the stuff, all this kind of stuff, like I don’t have enough work to do. I’m like, good start marketing. Like the reason why I started posting in 2023. It was January 2023. January 11th actually. I remember that because I’ve had to go back and be like, okay, when did I start this? How long have I been doing it, how many videos?

00:16:45:08 – (Matt Diamante):  started posting because I had just parted ways with like a quarter million dollar a year client out the door, gone. And I was like, oh, like, I have two people on my team. What am I going to do? I’m going to start posting these videos every single day, and I would spend like 4 to 6 hours a day either writing blog posts or creating these videos, or learning something new.

00:17:09:05 – (Matt Diamante):  You know, there’s so much to learn about social, by the way, between hooks and keeping people engaged and how fast you’re talking and rewatch ability and all this kind of stuff, I was like, I’m going to spend all this time. And I think it was Alex Ramsay again who was like, if you want to grow your business, spend four hours a day promoting it.

00:17:28:28 – (Matt Diamante): And I did a video recently and I still have this on my desk. I don’t know if you can see it. It says, your business won’t promote itself, bitch. And I think I’m going to have this framed. And look at that. I look at it all the time like it won’t promote itself. But if you can spend four hours a day creating content, you know, online or going to events in real life or even doing doorknocking whatever it takes to grow your business like you will like, it’s impossible to not be successful.

00:17:57:05 – (Brynne Tillman): Yeah, I love that. I mean, we create an enormous amount of content internally, and we tell our clients they need to create an enormous amount of content. So if you’re doing that, are you doing your type of videos for clients? 

00:18:11:28 – (Matt Diamante): No, I would not ever, ever take on a client to do social media for them. That’s how I started my career. I was doing social media for big brands like Taco Bell, KFC, Honda, Acura, Stella, Bacardi, all these huge brands.

00:18:25:10  – (Matt Diamante):  And I was like, this is a nightmare. And like, I write about it a little bit more in my book, like what the whole process was to do. And this is back in 2013, like we’re talking Facebook posts with a picture and text and I’m like, it could only be more of a nightmare now. But I truly believe after going through the process myself, that every business owner should be the face of their social media or have somebody on their team, which could be dangerous because if they leave and you’re kind of screwed.

00:18:54:25 – (Matt Diamante): But if the business owner is the face of the business and they’re spending time connecting with people, responding to comments, DMs, showing up in people’s feeds literally every single day, next time somebody thinks, oh, you know, I have a plumbing problem or an Hvac problem, or I need somebody to change my, you know, light fixture, they’re going to be like, oh, yeah, I’m going to call Bob or Jim, you know, or Kathy, and they’re going to come fix my problem because you’re top of mind.

00:19:20:21- (Brynne Tillman): Yeah, I think I think that’s so smart. So you focus mostly on paid ads or what. How are you helping these entrepreneurs? 

00:19:31:25 – (Matt Diamante): And so we’re doing SEO for them. So we’re helping them show hires on Google and Bing. And you know those search engines. But we also run social ads. So Facebook, Instagram and now threads are coming up with ads, TikTok as well. But it’s hard to say. We do everything like technically we could do everything. But when you’re running a business, if you have 15 different products or 15 different services you offer, it’s really hard to be the best at each of those services. So we limit it to basically SEO, and we have somebody on the team who is, like a Facebook ad specialist who only works with existing clients.

00:20:12:00 – (Matt Diamante): Like, we don’t sell that service straight up. Right. It’s like, here’s a value add because now we already have those clients. 

00:20:20:21 – (Brynne Tillman): So how is SEO changed with AI and. And

00:20:23:21 – (Matt Diamante): it’s crazy because people are like SEO is dead. Google is like shooting themselves in the foot, all this kind of stuff. And literally every time Google does a major update like this, like AI mode is just released across the US, I still don’t have it. Which is kind of annoying because Canada always gets the short end of the stick with all these releases, whether it’s Meta or Google or whatever. But that’s okay, because it’s

00:20:47:20 – (Matt Diamante): yes, it’s changing the way that SEO is done, and it’s going to change the amount of people who are clicking. But I actually just did a video about this today where Google, like their primary focus of search, is to connect people with the proper information and they get that information from other websites, from other experts.

00:21:07:29 – (Matt Diamante): So if those experts stop getting traffic from Google, they’re going to just start blocking Google from accessing their websites and showing them in the search results. Because they’re not getting anything anyway. So why do I use my content for free? And then, you know, Google’s not going to be a business anymore. And I say that they have a whole bunch of other services that they offer as well.

00:21:26:21 – (Matt Diamante): But, yeah, the search is massive for them. So they’re not going to piss off every single publisher, every news outlet, all this kind of other stuff. And people said the same thing with rich results, where it would show the answer to your question, like, you know, without you having to click on something. And people are like, well, nobody’s going to click on my link.

00:21:44:18 – (Matt Diamante): Nobody’s going to go to the website. All this kind of stuff that actually improved the amount of clicks websites were getting and Google was setting. It’s insane. 

00:21:53:08 – (Brynne Tillman): Yeah. So are you helping companies come up in those like, I think it’s Gemini, like when you Google it has that answer for can is it possible at this point as we’re recording this to, search engine, optimize your blog, post your content to be part of that answer?

00:22:12:24 – (Matt Diamante): Well, let’s kind of reverse engineer it for a second. Where is Gemini or these AI modes or whatever, where are they grabbing that information from the grabbing it from websites and those websites? They’re not scouring the entirety of the internet to give you an answer and point, whatever. Second, it’s already part of their database, their index, their library, whatever you want to call it.

00:22:32:17 – (Matt Diamante): So with that in mind, they’re probably choosing ones that are at the top or who are more experts, right. And if you are an expert on a topic, if your website is about one topic and very, very, very in-depth, like let’s say you are a plumber and you’re talking about all these different scenarios that can happen and you’re answering questions that people are actually asking and looking for that you hear on a daily basis.

00:22:56:08 – (Matt Diamante): They could be like, wow, Jim’s hardware or Jim’s plumbing, you know, they’re an expert on this topic, especially for people in the Hamilton area, let’s say. Right. So they will likely grab that information from a local person, who’s an expert on that topic, who is ranking well already. Right. So that’s like it’s SEO as much as it’s changed is still about getting people the information that they’re looking for.

00:23:23:06 – (Matt Diamante): So if you can be the one who does that, if you’re going to write the best piece of content, the easiest to understand, the most, complete, as they say, piece of content, about that topic, then you are more likely to rank because your people are going to click on your link and stay on your site. 

00:23:42:08 – (Brynne Tillman): How important is YouTube

00:23:43:04 – (Matt Diamante): YouTube SEO? Like, I’m going to be totally honest with you, I don’t know much about YouTube. 

00:23:49:08 – (Brynne Tillman): Okay, 

00:23:50:04 – (Matt Diamante): all the same principles. As far as I understand, apply. Like if a lot of people are linking and sharing your video, which is similar to backlinks, right? Getting people talking about you, that is going to help you get more views and reach more people. But YouTube on the other hand has focused a lot more on click through rate. So you have to have a good thumbnail, a good title. And I’m saying all this with the and I know I just said I don’t know much about it. You know a lot. Right. Well, I, I don’t we don’t do this for any clients or ourselves.

00:24:18:21 – (Matt Diamante): mean, I’m, I started posting on YouTube, semi recently, but I have friends who are YouTubers, clients or YouTubers, all this kind of stuff. So I’m always like, how do you get more views? What’s the, you know, what’s the secret kind of thing? So it’s click through rate. It’s getting people to like to actually watch your full video.

00:24:34:25 – (Matt Diamante): Like you want to try to aim for a 40% completion rate, meaning 40% of the people or. Yeah, 40% of people are watching the entire video. Right. So it’s stuff like that. They like longer videos. So like, like if I post a video, it’s three minutes. And even if it has a 40% completion rate, it’s not going to go very far. But if I have a video that is 10 minutes or 15 minutes, that has a 40% completion rate, like I can go viral, potentially, it hasn’t happened yet. It’s very tough to do. But once you get into that algorithm, it’s kind of crazy. 

00:25:13:08 – (Brynne Tillman): Yeah, we’ve got tons of video on YouTube, but we don’t drive traffic from it very well.

00:25:16:13 – (Matt Diamante): Yeah. Honestly, I was watching a lot of, like, Mr. Beast and other YouTubers talk about how to, you know, go viral on how to build a YouTube following. And it’s a lot like before you even film a frame of the video, create a thumbnail and create a title of the video. So my process, I’m like, what’s the purpose of this video? And I’ll literally write out, I want to show people, you know, Google through the ages what used to happen, in, you know, the late 90s, early 2000, how people to optimize all the way to how they optimize now and then I’ll be like, what’s a good thumbnail for this video? What’s a good title for this video before I even start writing any kind of script or any kind of outline or anything like that.

00:26:00:29 – (Matt Diamante): And a lot of YouTubers are doing that. 

00:26:06:08 – (Brynne Tillman): So do you do that with content as well, like your blog posts? 

00:26:09:29 – (Matt Diamante): Blog posts are a little bit different because we look at what, like a lot of people just write blog posts like, okay, this is a really good topic, I’m going to write about this thing and then people are going to like it. All this kind of stuff, people are going to find it, and that’s simply not the case. What we do is we start from what people are actually searching for, right? So if people are asking, you know, why is my toilet leaking? Right. We are going to figure out exactly what question they’re asking. You know, we use tools like SEMrush or Ubersuggest or Ahrefs, or you could even use Google’s free Keyword Planner tool.

00:26:41:20 – (Matt Diamante): It’s not the best tool, but we’ll use those. Find the exact question, the exact verbiage that people are using, and then look for any alternative or keyword variations of that and write a piece of content based on that keyword. So the very first thing we do, it’s kind of like finding the title or finding the keyword to see if there’s any potential traffic there, and then writing the piece of content around that.

00:27:06:05 – (Brynne Tillman): See, that is genius. That is brilliant. 

00:27:09:20 – (Matt Diamante): It’s just very basic. It’s like, don’t, don’t just create something, see if people actually have interest before you do anything. 

00:27:16:05 – (Brynne Tillman): You know, it’s funny when we teach what kind of content will work on LinkedIn, we kind of have what we have like out of like one liners that we think are so clever. But our one line here is stop telling them what you want them to know and start talking about what they want to consume. And I feel like what you’re saying is, well, how are you finding out what they want to consume? Go look at websites searching for, like, we missed that. Yeah. You know, so that’s awesome.

00:27:47:01 – (Brynne Tillman): I think that was my, like, mic drop moment. Really. And I’ve heard you say it before, but now, like, so. Yeah. So I think that’s amazing. So, you know, there are just so many questions that I have. I think everything that you say in every single video you put out has extreme value and you’re one of the few creators that I will listen to 3 or 4 times and talk about the speed. You are very fast, but very understandable. Yeah. And I think it’s so engaging. But I will go back to what you just said. And so the way that you create your video is I think probably the best I have seen for B2B or you know, for capturing saying how I want to grow my business.

00:28:45:03 – (Brynne Tillman): So before we start to wrap it up, I just want to say to all the listeners, Matt is the number one person you need to follow. And I mean this number one, I know we have lots and lots and lots of guests, but really the number one person you need to follow if you want your website to rank.

00:29:02:19 – (Matt Diamante): Oh my God, that is like the nicest thing anybody’s ever said to me. 

00:29:10:03 – (Brynne Tillman): I’m sure people I’m sure behind your back they’re all saying, 

00:29:12:19 – (Matt Diamante): yeah, of course, of course, 

00:29:13:03 – (Brynne Tillman): of course. So, my second to last question really is what question should I have asked you that I didn’t?

00:29:21:12 – (Matt Diamante): Oh my God. I think that’s a really tough question because, like, people ask me questions every single day and I’m like, that’s a good question. People should ask that question more. But at the same time, I don’t know what’s a good question. 

00:29:38:03 – (Brynne Tillman): So what do you do? What’s a question that the answer will leave the audience going, oh my gosh, that was brilliant. 

00:29:44:12 – (Matt Diamante): Okay. So here’s something that because I just did a sale, and it’s to my email list only, which is another trick where you can just give all this free content on social media and then you could sell via email. And that’s private, right? Nobody sees that it’s not published online or anything like that. So you can kind of do whatever you want. So the question that people are asking me is like, why are you sending me so many emails like in five days or six days, I will send ten, maybe 12 emails right to my entire list or to everybody in that cohort, whatever you want to say, like, why are you sending so many emails?

00:30:20:07 – (Matt Diamante): Like, stop sending me so many emails. This is annoying. You’re annoying me. And people like I have, I have, other businesses who are like, what if people unsubscribe? And I’m like, let them. Like, they’re not going to buy what I’m selling anyways. So what are they doing on the list? Like let them unsubscribe? I think part of the question that I’m trying to get it is like, why do marketers do what they do, right?

00:30:45:09 – (Matt Diamante): So if it’s sending emails, if it’s posting five times a day on social media, on all these different platforms or whatever, and they do what they do because it makes sales that bottom line, like if you’re getting like too many emails from me in a day, like if I send you four emails in a day about a sale, it’s because that converts so fucking well. Sorry for swearing. I don’t know if I could swear on this, right? Yeah, the conversion rate is insane. And I actually got that tip by accident from a guy I was talking to from, like, Sam cart or something like this, checkout service. I was like, oh, I’m not going to use you guys now. But let’s talk in a couple months, which we never ended up doing.

00:31:25:15 – (Matt Diamante): And he was like, I’m just gonna give you one tip. Last year, sales sent four emails. I was like, that’s excessive. I’m okay. You know, I’m going to try that on my next sale. It works. Amazing. No, but people are too scared to do that. Yeah. 

00:31:43:03 – (Brynne Tillman): You know, we, you know, we live and die by our lead magnets, right? Yeah. That’s such a big thing for us. And so we have, like, a three trip email and then I’m like, oh, I don’t want to upset that. But you’re right. If they don’t like it, they’re not going to buy it anyway. 

00:32:00:15 – (Matt Diamante):  Yeah. So and especially if your emails have tips in them and like they’re they’re creating value like my funnel. When somebody signs up for a lead magnet they get like I think 12 or 15 emails over two months. Like it’s like basically one a week, sometimes two a week. And then from there, you know, I give value every single time. Like, here’s another tip, here’s another video, here’s, you know, some encouragement, here’s whatever it is.

00:32:22:13 – (Matt Diamante):  And then from there, it’s like, okay, now, now I’m going to sell you something right here and it’s like a crazy discount as well. So I’m going to promote the shit out of it. And what that does is if you’re worried that you’re going to lose subscribers, the money that you’re going to make is more than going to pay for the ads to replace those subscribers tenfold.

00:32:47:01 – (Matt Diamante): Right. So if people unsubscribe, that’s fine. 

00:32:52:03 – (Brynne Tillman): Let them qualify themselves out. Yeah, I love that. Love everything, everything. So I know that some of our listeners right now, many of our listeners are at the edge of the seat saying, all right, I need to know more about Matt and hey, Tony, which I forgot to ask why. Hey, Tony, when you’re Matt, that is the like. 

00:33:14:01 – (Matt Diamante): I think that’s the number one question I get asked. That should have been my answer for the last question. 

00:33:23:03 – (Brynne Tillman): So I love that last one. So that was. 

00:33:24:01 – (Matt Diamante): Yeah. So hey, Tony, when I was trying to come up with a name for my agency, I didn’t want to have it be something like DMT digital or, you know, something digital media or marketing or whatever. I was like, I want it to be a unique name. That means something. So when I was thinking of ideas, I remember this time I was walking to lunch and I overheard these big burly construction workers like, you know, the guys who are like jacked. They don’t go to the gym, but they’re like lifting steel beams and shit all day.

00:33:52:19 – (Matt Diamante): Those guys, I overheard two of them talking, and the one guy goes, hey, Tony, you always know how to put a smile on my face. And I just thought, what a genuine expression of emotion from somebody who would not expect, like, hey man, you just made me smile. You brightened up my day. You just, you know, I like having you in my life. They didn’t say all that stuff, obviously.

00:34:10:29 – (Matt Diamante):  But I was like, that’s the kind of transparency and feeling I want to have between myself and anybody. The business touches like, let’s put smiles on each other’s faces, let’s do it. 

00:34:25:03 – (Brynne Tillman): I love that. And so now I have that same music all the time. Now once a week I have a hey mom video lesson from. Yeah. And I’m like, but he doesn’t even say, Hey Tony. He says he’s mad. So yeah. So I sort of kind of capitalized on that a little bit. I love it. Me too. Okay. So how did people get Ahold of you? How do you work with small businesses? Although we talked a little bit like, yeah, sure. Opportunity. This is your right hook. 

00:34:55:29 – (Matt Diamante): My right hook is to follow me on any social media platform that you’re on. I’m there as well. And I need to say this. If you search Matt Diamante, there’s going to be a bunch of profiles that come up. Mine is the one with the most followers. There’s a lot of people scamming out there, trying to be me, trying to sell you crypto or investments or any other.

00:35:13:00 – (Matt Diamante):  I don’t, I don’t know anything about that stuff, guys, so it’s always the one with the most followers I post every single day. Digital marketing tips, tricks, how to grow your business, all this kind of stuff.And that’s, that’s the first thing I’ll say. The next thing, if you want to work with me for some reason, and not, I’m saying that sounded weird for some reason.

00:35:32:10 – (Brynne Tillman): If you want to work with me, grow your business. 

00:35:38:00 – (Matt Diamante): Yeah, if you want to grow your business. There you go. Thank you. I have sales, I have two salespeople now, so I’m not used to doing, like, the sales part anymore. 

00:35:45:10 – (Brynne Tillman): It’s a little too humble. 

00:35:48:00 – (Matt Diamante): Yeah. You can go in then. You. Yeah. Yeah, if you wanted to work with me for some reason, I don’t know, if I haven’t given you enough value, just go to heytony.ca/contact. Fill out the form there. Somebody from my team will be in touch. You’ll get our rate card, you’ll get all this stuff. And people are often surprised, like, oh, you do exactly what you say you do on social media. It’s like they’re like, where’s the secret sauce? We actually didn’t get a card because they were like, what’s the secret thing that you do differently than everybody else?

00:36:16:02 – (Matt Diamante):  And I’m like, we just write better content like, yeah, but everybody says that and I’m like, we just do. You do. It’s crazy. 

00:36:26:10 – (Brynne Tillman): Yeah. And the other thing is, you’re so approachable and you’re you’re so you’ll be so great to work with. And so I think if your culture is the way you come across, and social, which I believe it is, is who you are as a business owner and a business leader, there’s another person I want to work with more because it’s just a pleasure. So. Yeah. 

00:36:53:02 – (Matt Diamante): Yeah. And I just want to say one last thing. We only work four days a week. We do the four day workweek. We’ve been doing it since, like 2021. Before I had a big team. And it is completely possible to run a successful, profitable business. All this whatever adjective you want to put in there, or verb. I don’t know the difference, apparently.

00:37:14:02 – (Matt Diamante): Whatever one you want to put in there, it is 100% possible. And I actually have to close down my agency for like 2 to 3 weeks out of the year, like throughout the year, because my team doesn’t take time off. I’m like, guys, there’s a minimum government requirement for the amount of time you have to take off. And so I have to close the doors, which is absolutely crazy. So that’s like that’s the kind of workplace it is. If I see somebody on slack after five, I’m like, what are you doing? Like, do you have too much work? Are you like being overworked and like, no, no, no, I’m just finishing up a quick thing or I saw somebody online, I like six.

00:37:52:23 – (Matt Diamante): I was like, what are you doing? Like, she’s like, well, I like working from 6 to 10 in the morning and then play video games all day, and then I work from four till eight or whatever at night. And I’m like, you know what? If that works for you, that works for you, that’s great. 

00:38:03:10 – (Brynne Tillman): I love yeah, I love that. And to me, you know, everyone that’s working for you is when they’re working, they’re all in your delivery for your clients. Like that’s a differentiator right there. So yeah. 

00:38:27:23 – (Matt Diamante): And I, I’m not going to let you wrap this up by the way. There’s no way we’re hanging up this call. 

00:38:34:10 – (Brynne Tillman): We could do another one. I would be all into that. Yeah. So what an absolute pleasure. It’s. I had to do everything I could not to be fangirling through this. And all I can say to all the listeners is, if you got to this point and you’re listening and you have not gone to follow Matt, just assume your business isn’t going to grow because you have 

00:38:58:23 – (Matt Diamante): oh my God, no, don’t say that. There’s a lot of people that you follow online. 

00:39:00:10 – (Brynne Tillman): You can follow me too, because I’m really disappointed and from trading. But really, I mean, I, I don’t say this lightly and all of you listeners know, I get off and I go, this was a lot of fun. Thank you for your insights. But I really, seriously cannot stress enough how Matt can transform your business. So thank you for being here and in my typical goodbye when all of you are out and about, don’t forget to make yourselves social.

Outro:

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