]David GreenwoodDavid Greenwood: Welcome to Overcoming Distractions, the Podcast, how to stay focused in business, and in life. Each week we interview successful people and experts in a variety of industries all in an effort to keep you focused on growing your business and career, and thriving in life. Distractions are the enemy of greatness, so let’s minimize those distractions and set your sights on success. Our topics include money, productivity, developing routines, and new habits, and we also have episodes on how to thrive in this world, if you’re an adult with ADHD, stay focused people, and let’s get moving. Here’s our host author of the popular book Overcoming Distractions, Dave Greenwood.

Matt WardThat’s everything from updating your website to creating content, to getting involved in social media, and all the other traditional marketing tactics that we used to do before social media, and maybe that’s mailings, or networking, or sales, or what have you. Today, on the podcast we have a gentlemen by the name of Matt Ward, and Matt is the CEO and founder of inConcert Web Solutions. They are based in Massachusetts and Matt has been in business for some time, we actually met before social media when we would actually go out and network and shake hands. But, Matt creates great websites, his team creates great websites, and they also help with content, content planning, as well as trying to get social media done for clients.

The other thing Matt does very well is he’s also a keynote speaker, and he goes around and talks about how to eliminate procrastination, as well as how to run your business, maybe how to step outside your business and take a look at your business. He’s done a great job of motivating audiences of all sizes. He also gives a lot of talks on email marketing, and social media, and things of that nature. Today, on the podcast please welcome, Matt Ward. All right. We are here with Matt Ward. Welcome, Matt. How are you today?

Matt Ward:                   I’m great, Dave. How are you?

Dave Greenwood:       I’m doing awesome. I’m doing awesome.

Matt Ward:                   Thanks for having me.

Dave Greenwood:       Yeah. Of course. You and I go back at least a decade or so in the marketing, and public relations, and website, and content space, and as you and I have always discussed just the past 10 years alone we’ve seen a whirlwind of change. Gone are the days of just going to networking events, maybe mailing a postcard, writing sales letters. I mean, your hands are in everything. As I wanted to discuss today, as a business owner, so we’ve got everything from a sole proprietor, we’ve got smaller to even midsize companies, maybe they’re 15, 20, 25 million in revenue, where they still don’t have marketing staff or PR staff, how do we get it all done? Some of the things you and I talk about it’s everything from websites, to content, to social media, so let’s kind of start with the website, because that’s obviously your foundation at-

Matt Ward:                   Right.

Dave Greenwood:      inConcert Web Solutions. Let’s talk about how do you kind of counsel people once you launch a new website, and it can’t just sit there.

Matt Ward:                   Yeah.

Dave Greenwood:      What do you guys discuss?

Matt Ward:                   Back when I started the company in 2002, it was a dream. Right. And, people would just come and build a website, and at that time you didn’t have to do a lot once you put the website up. You might throw it on your business card. You might tell a few people about it. You might send some one off emails to people, and that was ideal. Then as things started to shift, and Google became a predominant player in the space it quickly became an issue of getting traffic, and getting sales, and leads, and conversions to the website.

But, back around 2007 I started using this phrase that, “Your website is not Kevin Costner’s Field of Dreams, you can’t just put it up and expect Google to show up.” That started sort of the thinking from the business owner’s mindset that this was just the first step in a process, so there are some very common things that people say in our industry. The first of which is that your website will never be done.

If you’re holding out on putting your website live, stop, don’t publish the pages that aren’t complete, and publish your website. Get it up, because what they refer to in the industry is domain authority, how long a website has been up, how long a domain has been up, all of that matters to Google, so Google also looks at changes made to a website, so it knows how regular you make updates to your website, so if you put an incomplete website up, let’s just say you had 10 pages but only six are done, if you put those six up as a new website, and then you do one new page a month for the remaining four pages for the remaining four months, Google’s going to see updates going on, so that’s actually a good thing. Right?

Dave Greenwood:       Yeah.

Matt Ward:                   Now, we always encourage people to generate content, because the term has been content is king for a long time, and Google finds that the more relevant the content to the search criteria the more likely they are to show. The problem is that business owners don’t have time for this. They need to run their business, and to be perfectly frank, Dave, it’s the number one problem we have in a web agency, and business owner client relationship, is that our client delays the project all the time.

Dave Greenwood:      Oh, yeah.

Matt Ward:                   Because they’re in the middle of running their business and the last thing they need to do is spend a ton of time on a website, and often times they think, well, we hired your company to build a website, so just go do it.

Dave Greenwood:       But, it’s also-

Matt Ward:                   It doesn’t work-

Dave Greenwood:       Yeah.

Matt Ward:                   You’re not walking into a showroom and buying a car.

Dave Greenwood:       Yeah.

Matt Ward:                   Right?

Dave Greenwood:       But, you know, but to somebody who doesn’t do this, so say I’m a HR firm or manufacturing and I know I need a website, for those who are outside of the industry they see this as a massive undertaking, and-

Matt Ward:                   Yeah.

Dave Greenwood:       Almost to the point where, I know we could talk about procrastination later, you know, but it doesn’t feel good to them right now, and they just don’t know how to attack it, so for somebody like you, you keep getting that-

Matt Ward:                   Yeah.

Dave Greenwood:       Yeah, Matt, I’ll call you next week.

Matt Ward:                   Yeah. They do that. Right? I used to lead with our process it was 79 steps. Right? It’s grown from 70 to or so when it was early on, but that became overwhelming to a lot of people, the number was so high, my point of leading with that was just to explain to them, look we have a process that we take you through. In our company, it takes 90 days to build a website. The reason is because our client delays in getting back to us.

Often times we expect a client to reply to us within 24 to 48 hours, maybe at the most 72 hours, and often times they don’t reply for a week, two weeks, or three weeks. There have been situations where clients have signed contracts with us, and then the very first thing we do is meet with the client, so we want that meeting to happen within 10 days. Right?

Dave Greenwood:       Yeah.

Matt Ward:                   But, schedules are a problem, and sometimes they have extra people at their office that aren’t available, they’re on vacation, they can’t fit it in, they can’t find a common time, and it will go 45 days until we get that very first meeting on the books.

Dave Greenwood:       Yeah.

Matt Ward:                   Now, our philosophy is look, we’ll work with you on whatever time frame you have, we know you need to fit all these things in. We know that there are a lot of distractions in your business, but if you came to us primarily because you want to show up number one on Google, and when I ask you why that is? You ultimately end up saying after four or five times I asked that question that you want more business, that I think 45 days is not quite the priority it should be.

We really need to get you in within 10 days to get this process started. Now, we only need you to sign off on things. You’re not designing the site. We need some decisions, okay, what colors do you like? What’s your brand colors? We need the logo, if you don’t have the logo we need the contact person who does have the logo, so we can get that into the design.

Dave Greenwood:       Yeah.

Matt Ward:                   Where are the photos coming from? Okay, are they coming from you? Are you sure? Are you sure they’re coming from you? Am I going to have to wait for those? Do you have a photographer? Did you already take pictures? They might have to wrangle some of that, but if they just gave us the contact names and numbers of those people we would wrangle it all.

Dave Greenwood:       Yeah.

Matt Ward:                   And, the website can be done a lot quicker.

Dave Greenwood:       Yeah.

Matt Ward:                   We once did a high school website in 29 days. That was the tightest time frame for a large build website that we did for a private catholic high school, and the day after they signed the contract they gave us everything we needed. Everything we asked for.

Dave Greenwood:       That doesn’t happen too often does it?

Matt Ward:                   It never happens. That’s the only one that they did that. Most of the time there’s all these delays or they piecemeal it, oh, here’s the logo and then three days later, here’s two pages of content, three days after that, here’s two more pages of content. That’s hard to manage from our perspective.

Dave Greenwood:       Yeah.

Matt Ward:                   But, we understand the challenges related to small business to medium size business, whatever size they are, we understand the demands and the pulls that they have on them every single day.

Dave Greenwood:       Yeah.

Matt Ward:                   If they’re a one or two person company, they’re literally, they’ve got that Velcro hat on, they’re doing everything they can to stay afloat to make more sales, to provide great customer service, and so we try to eliminate as much pain associated with that. If they’re a larger organization 10, 20, 30 people, in that scenario often times the people who are the project leads on their end, and the project contact for us still have to get internal agreement before they can bring stuff back to us.

Dave Greenwood:       Oh, yeah. It could be two partners of a company, or like a VP.

Matt Ward:                   Yeah.

Dave Greenwood:       Yeah.

Matt Ward:                   Often times the marketing person is also doing something else, they might be sales and marketing.

Dave Greenwood:       Yeah.

Matt Ward:                   Right? They’re busy selling the product, they might spend an hour a day on marketing, so when they get our requests they have to run that internally and get some decisions made. And, that is often times just the build process, then there’s the whole marketing of the website once it goes live. Right? Who does the social media? Who does the content writing? How does the content get into the website? 65% of our clients come to us, because they can’t get a hold of their current web guy.

We have built ourselves in a way that we’re able to respond very effectively and the way I’ve structured the team around me also insulates me, so that I can be flexible to run my business from anywhere, and anyway I want. I also travel the country as a corporate keynote speaker, so when I’m traveling I’m able, you know, my team is here to work on the websites, to grow, to do different projects and all that, so I just empower them to do that, and the clients have a means to get to our team without having to come direct to me.

Dave Greenwood:       Yeah.

Matt Ward:                   Because then I would just be a bottleneck because I can’t reply when I’m on a plane. You know?

Dave Greenwood:       Yeah. As you know, you mentioned Google-

Matt Ward:                   Yeah.

Dave Greenwood:       And, websites, and even over the past couple of years, there just seems to be constant changes, you know what we did even two years ago doesn’t work anymore, but you back up six, seven years ago where you could keyword stuff, you could stuff all these keywords in a website and the thing will be on page one in Google, then Google got smarter and they continue to get smarter. How do you recommend, again, talking about everything from the sole proprietor to a company that doesn’t have marketing staff, how do you recommend that people keep up on this, because they could have stuff on their website that’s actually hurting them? How do you keep up with the updates that are coming down, that the average person doesn’t understand?

Matt Ward:                   I think it’s our job, primarily, to keep up with the updates and trying to communicate as much of that as possible. I think receiving newsletters from your web agency is a great start for that, hopefully they’re sharing good content with you and they’re literally teaching and educating you on what you need to do. But, at the end of the day I try and tell people, “Don’t worry about the technical aspects of things.” Right? Because if in fact you did a keyword stuffing thing eight years ago because it worked and that’s what your web guy told you to do, and that’s what they did, there’s nothing wrong with that, that’s what was going on at that time.

Dave Greenwood:       Yeah.

Matt Ward:                   And, that was the status quo. But, the average website is five years. The average website is five years, so if people are not refreshing their website within five years that’s a problem, and often times they don’t want to do that because the cost associated with it, but the reality is if they’re not doing it, that’s what’s putting them behind, because the technology moves every six months.

Dave Greenwood:       Yeah.

Matt Ward:                   Back five years ago we had Flash on websites, well Flash doesn’t even work on Apple devices.

Dave Greenwood:       Right.

Matt Ward:                   Right? You can’t have, and it’s not mobile friendly in Google phones, Android phones and things like that. The biggest change, frankly, was in April 23rd of 2015 Google said, “If your site is not mobile friendly we’re going to push you down the rankings.” It was the largest grossing month in my company, was May the following month. You know?

Dave Greenwood:       Well, because they scared everybody.

Matt Ward:                   They scared everybody. They put a deadline on it, so everybody called in and they’re like, “Hey, how come our sites not mobile friendly,” I’m like, “Well, you didn’t chose that option, so if you chose that option you’re all set, but if you didn’t, now we got a bigger problem, so how do you want to handle this? It’s not my fault.” Right? I would have people call me, literally, Dave, people would call me and say, “My website doesn’t look right in an iPad,” and I would say, “Your website is six years old, iPads didn’t exist then.” This is the problem. We’re doing a website right now, and the website is 11 years old. 11 years old. Often times it takes new blood in a company to come in and look at something and go, “Wow, what happened here? Like, how did we get so far behind?” Right?

I think the key is don’t worry so much about the technology, worry about continuously adding content to your site, because if you’re providing great content in the industry that you’re in, you’re going to stay ahead of the ballgame and all your content can remain on your site when you do a new site. That’s not a problem, and if you’re in certain platforms now moving to a new site design is easier than it was before, everything is web based now with WordPress and that type of stuff.

I think trusting your partner, whoever that is, be okay with suggestions, you don’t have to do them all, but if you trust them then you should have a priority list of things that you need to do on your website and ensure, but at the end of the day just find a way to get content there, now however that is, there are companies out there that will write on your behalf, ghost write.

Dave Greenwood:       Yeah. That’s what I’m doing.

Matt Ward:                   Yeah.

Dave Greenwood:       You know, in my day job is-

Matt Ward:                   Yeah. Right.

Dave Greenwood:       We ghost write for a lot of companies, because they just don’t have the time.

Matt Ward:                   It’s a great way to do it. Right? Because you can interview the client, write the work, and then provide it to the web company, and really all they did was talk to you for a half hour.

Dave Greenwood:       Right.

Matt Ward:                   Right? About something.

Dave Greenwood:       Yeah.

Matt Ward:                   It could be something like this, a video chat, you record it and then you go write the blog, and then you’re providing that back to them. It’s a very common thing. We have a client who ghostwrites books for people, so you pay him $20,000.00, $25,000.00 and he’ll write a book and put your name on the cover of it. For many years we were ghost writing his blogs, so we were the ghostwriter for the ghostwriter.

Dave Greenwood:    Yeah.

Matt Ward:                 It was fun-

Dave Greenwood:    Well, because he’s involved in other, I know, because-

Matt Ward:                 He wants to write books, not blogs.

Dave Greenwood:    Well, yeah. I mean, and as you know I wrote a book, and the second book is almost done, so I know how engrossed you can get in a large project like that.

Matt Ward:                  Yeah.

Dave Greenwood:     Somebody who writes blogs, and is good at it can bang out a 500, 700 word blog in 20 minutes or so, I mean, if they’ve got the right formula, but-

Matt Ward:                  Right.

Dave Greenwood:       You bring up kind of a good segue in terms of content, so yeah, there’s hiring a ghostwriter, such as myself, or people that you use, but how do you take a look at that? How do you know you need more content? How do you plan for it?

Matt Ward:                   Okay. Let me just stop you there. You always need more content.

Dave Greenwood:       That’s a good point.

Matt Ward:                   Right? There’s never, and because whatever threshold you’re at, you need to maintain that or go higher. Right? If your threshold is zero, then you’re going to get zero.

Dave Greenwood:       Yeah.

Matt Ward:                   Right? That’s basic math, you know, one times zero is zero. Right? You have to have something. You know, we have this mantra that I learned from a great, great keynote speaker, a great guy, his name is Mark Lindquist , he’s a fantastic friend of mine, and he says, “As a speaker, every time you speak you get better by 1%.” That’s what we need content and websites to do. Every month they need to get better by 1%.

Dave Greenwood:       Yeah.

Matt Ward:                   Right? You don’t have to have these leaps and bounds things. I often tell people when I get into a conversation and they say, “Well, I want to rank number one on Google.” I start talking to them and I say, “Listen-

Dave Greenwood:       So does everybody else in the world.

Matt Ward:                   Yeah. Right. Yeah. There’s only one spot-

Dave Greenwood:       Oh, really?

Matt Ward:                   On number one on Google.

Dave Greenwood:       That’s a unique goal.

Matt Ward:                   But, I said, “But, why?” And, you talk for five minutes and finally they come back to you, well, they want more sales, more leads, and more sales. I start talking to them about their sales process internally, and they don’t even understand what the web guy is talking to them about them, because so many leads come in that don’t get called, how about that? Right? How about the fact that you follow up one time with a lead and then you never follow up again?

Dave Greenwood:       You know, and it’s maybe a conversation for another podcast, but there’s ranking and then there’s converting-

Matt Ward:                   That’s where I was going-

Dave Greenwood:       Which is a whole other science.

Matt Ward:                   With it. That’s exactly where I was going. I tell people all the time in my seminars, and in my talks, and in one on one conversations, that I cannot double your traffic, but I can double your conversion. You know how many times I look at a website and there’s not a phone number on it? Now, there might be a very specific reason why, and we have had clients that don’t want that, and that’s okay. One example is roofers, they don’t love having their phone number on their website, primary reason they don’t want their phone to ring while they’re on the roof. Okay? I get that.

Let’s just put the number maybe down in the footer, or back on the contact page, maybe not at the top of the page on every page in big bold white on black background. Right? We don’t want it to pop, but in many, many other businesses there are better ways to convert visitors through the website then what is happening now. Conversion techniques, and opportunities and calls to action, all the things that make people do things on websites are evolving every three to five months, so if you are not changing your site on a six month, or nine month, or 12 month basis then you’re way behind the curve ball on this call to action and conversion thing.

There are so many opportunities and different ways to do this that I can’t get your traffic to double or triple, I just, I would have to use paid ads, and it will cost you a lot of money. I came from the ppc world, before I started my web agency I came from the paid ad world, and that is why we don’t do a ton of paid ads, because I know that the majority of that ad money is wasted. Right? I just believe that the long term play and consistency in building a business is through that, taking a step every day in the right direction, grinding it out, adding 1% to 2% progress every day, or every month, or every week, and you will.

I mean, I’ve seen it happen, we helped a company in Maine, a manufacturer, they make stainless steel parts and stuff like that, and they make them custom ordered. Right? They’re CNC machining type of company. They found us on Google, and inquired. We started talking to them, and it turns out we didn’t build them a new site, we just took their site and made some modifications and optimizations to it, and in the first full month after releasing the site they had a 30% conversion rate. 30% conversion rate. They had never had anything remotely, now, that’s extremely high. Typically, you’re getting in the single digits. But, for them to have a 30% conversion rate. That is phenomenal.

Dave Greenwood:       Yeah.

Matt Ward:                   I think you have to look at the fact that organizations have a salesperson in place to work with those leads that come in, the leads are better, more qualified, there are call to action buttons on the website that didn’t exist before, and we message, we want our clients to not talk about themselves. We want them to talk about their customers and the benefit that their customers can have when they use our clients services.

Dave Greenwood:       Exactly. The solutions that you provide, the whole as-

Matt Ward:                   Yeah.

Dave Greenwood:       You and I know about the kind of branding pyramid where what does it feel like to actually work with you, you know, this is the problem-

Matt Ward:                   Yeah.

Dave Greenwood:       We solve. You know? This is what we are all about

Matt Ward:                   Well, and at the end of the day, you know, if they’re a CNC machining company and the people are coming to them because products are out of spec then they want to be messaging things like your products matter, so do the specs.

Dave Greenwood:       Yeah.

Matt Ward:                   Right, so does the dimensions, or whatever that is. Trying to use the words you and your, are way better than we and I.

Dave Greenwood:       Oh, yeah. Yep.

Matt Ward:                   We see it so much now that often times websites will lead with, “We do this, we do that.” Well, that’s not ideal. A great branding expert out of Miami, Florida by the name of Bruce Turkel.

Dave Greenwood:       Yeah.

Matt Ward:                   From Turkel Brands has written a book called, All About Them, which talks about putting the focus on the consumer.

Dave Greenwood:       The consumer. Yeah.

Matt Ward:                   Yeah.

Dave Greenwood:       The customer. Sure.

Matt Ward:                   And, why they buy. We try to get people to do that with their website because it’s one of the most flawed things on the internet.

Dave Greenwood:       Yeah.

Matt Ward:                   People love to talk about themselves.

Dave Greenwood:       Right. Yeah. No. You see people, even their bios where they list all of their accomplishments, you know, I’m a board member of this, and that, and the other-

Matt Ward:                   Yeah.

Dave Greenwood:       Thing, but I have no idea what you do. I have no idea how you and your team can help me.

Matt Ward:                   Help. Right.

Dave Greenwood:       But, that’s great you’re a board member of XYZ-

Matt Ward:                   Right.

Dave Greenwood:       Organization.

Matt Ward:                   Right.

Dave Greenwood:       Let’s talk about some, I want to get into social media, and then I want to kind of get into putting this whole thing into kind of a plan, because I-

Matt Ward:                   Sure.

Dave Greenwood:       Think when we have a plan things at least on paper and are-

Matt Ward:                   Yeah.

Dave Greenwood:       More easily accomplished, but social media as you know is first of all it’s a huge distraction.

Matt Ward:                   Yeah.

Dave Greenwood:       On any number of levels.

Matt Ward:                   I have a love, hate relationship with social media.

Dave Greenwood:       Exactly. I always say I loved the days before Facebook because we could pick up a phone and talk to people, and you know we got to kind of get back to that, but the reality is we are living in a world of social media, it’s an important piece of the marketing, and public relations mix, and content, so again, for companies at any level that just can’t get this stuff done, what are some of those tips to-

Matt Ward:                   Yeah.

Dave Greenwood:       Not only schedule the social media, but create compelling content, engage with people, because I don’t think just throwing things out on Facebook and Twitter, and not being able to engage is going to do you any good either. I know you use a couple tools.

Matt Ward:                   Yeah. Tools are the first thing that can optimize your life, and there’s a number of tools on the market space that can help you. Whether it’s Hootsuite, or there’s one I use it’s called, Social Jukebox, or you know, there’s just a ton, there’s-

Dave Greenwood:       I use Buffer.

Matt Ward:                   Yeah. Buffer. Right.

Dave Greenwood:       Yeah.

Matt Ward:                   You got to find what works for you, what screens work well, because screens, you know, the software itself can be overwhelming so you just have to figure out what works well for you, and I’ve been through a number of different ones.

Dave Greenwood:       What are the advantages of using something like this?

Matt Ward:                   Yeah. The thing is, is they really are time savers at the end of the day. Different tools are for different purposes. Let me just step back a second, if you want to do research on a company, Hootsuite, a company or person, Hootsuite is very good for that, because if an individual, if you’re connected to them on social channels you can set up Hootsuite to do specific searches, and in some cases you don’t even need to be connected with them. For instance, if you have a Twitter account and set that up inside of Hootsuite, and then you can do a search on, so you could do like business distractions, right, and you can search that and save that as a search, and anytime anybody tweeted with those words in it, it would show in that feed.

Dave Greenwood:       Right.

Matt Ward:                   Now, you could start, like if you wanted to interview people for your next book you could go after it like that. If you wanted to go after manufacturers because you sell into that space you can type the word, like do #manufacturing, and then it would fill your feed, and so you could start to identify who’s tweeting about this, and who do I want to connect with and start to build relationships. Then as well as competitors, so if you want to look at your competitors and see how they’re doing in what they’re talking about to see if there’s a trend that you’re not seeing, or you want to follow a trend, or you want to get into a space that they might be in, you can run searches on them and that’s great for that.

Dave Greenwood:       Right. Yeah.

Matt Ward:                   But, as a whole these tools are time savers. They take time to learn, so in the infancy they’re not time savers, but within 30 days of getting on board and using them they can be. Now, you talk about compelling content, so I’m a big believer that you need to start somewhere, and I think if people focus on the word compelling it’s going to be a challenge and they won’t do it, they’ll spend too much time thinking than they will posting. What I want them to do is put one foot in front of the other and walk. Right? Walk, and then walk a little faster, and walk a little faster. Get comfortable with the tool, get comfortable with the process, get comfortable with posting, and then start to figure out how can it be more compelling?

Dave Greenwood:       Right.

Matt Ward:                   Engagement is an issue, but there are so many different things behind the scenes that are problem with engagement. For instance, video. Video is an awesome tool to use, works great on your website, works great in YouTube, works great on Facebook, but if you put the video on YouTube, and then you share the link on Facebook you won’t get nearly as much reach.

Dave Greenwood:       No, and that’s the way-

Matt Ward:                   Facebook-

Dave Greenwood:       It used to be done.

Matt Ward:                   Right.

Dave Greenwood:       Because-

Matt Ward:                   That’s the way it used to be done.

Dave Greenwood:       They didn’t have the ability to host video, so that’s what we used to do we used to post YouTube links-

Matt Ward:                   That’s right.

Dave Greenwood:       And, people would have to physically click on it.

Matt Ward:                   But, now they have the ability to host video and they want to own the video.

Dave Greenwood:       Yeah.

Matt Ward:                   They give you a benefit to posting the video natively in their application. Facebook live, is starting to take off more, now. They will put Facebook live feeds at the top of other peoples feed, because they want to get more engagement, so they know that people know this, and they do this on purpose, then they put out people in the market space to tell other people this works this way, and then people start doing Facebook live posts.

Dave Greenwood:       Right. Yeah.

Matt Ward:                   It’s going to be interesting to see where Facebook goes with this whole thing, I mean, in Facebook itself if you have a business page, you can schedule a post, so you could go in and spend 30 minutes creating 15 or 20 different posts, and you can set the times, you could do a Thanksgiving post, a Christmas post, a New Years Day post. Right? And, I think you can go up to six months, or something. That can be a time saver to do that, but I would highly recommend you outsource this. You not do this yourself. You train somebody in a very short window, 30 minutes the types of things to post, the types of things not to post, and let somebody who is familiar with this do this, whether it be an agency, or whether it be a contractor type of freelancer type person.

Dave Greenwood:       Yeah.

Matt Ward:                   There are so many people out there willing to do this type of stuff, and it is very mundane, and you can just meet with them once a month, or once a week, or however often that you want. That’s a huge time saver if you do it that way.

Dave Greenwood:       Yeah. That’s true.

Matt Ward:                   Very effective. Once you get in the rhythm of posting a lot of content, then you can start to make it more compelling. Now, let’s talk about that rhythm, because I often think that people think they have to be on every social media channel. Quite a while a go I used to say in my social media talks that you should be on the channel where your clients are, because that makes the most sense. Right?

Dave Greenwood:       Mm-hmm (affirmative).

Matt Ward:                   If I have to pick out of 18 different channels, and there are at least that, which ones do I pick? Do I pick Facebook? Twitter? Instagram? Snapchat? Where should I be? I firmly believe now that you should pick the channel that you are most comfortable in. If you want to add more channels add the second channel a month later, that you’re secondarily most comfortable with. I believe that if you’re comfortable in the channel, and you use the channel, and you’re comfortable with the user interface that you will post more often, and that is the key to creating content of any kind.

Dave Greenwood:       And, building an audience.

Matt Ward:                   Some consistency with it.

Dave Greenwood:       And, building an audience, I mean-

Matt Ward:                   Right.

Dave Greenwood:       I heard one person say, and I can’t remember who it was, but one person even recommended just master one platform. Master one platform, whatever it is, if it’s YouTube fine, just go all in, just master that. If it’s Facebook live like you say, just master it.

Matt Ward:                   There are some serious risks with this, Dave, because as you move forward in understanding the platform that you’re on, it’s going to change, it changes all the time. I mean, Facebook, I believe I had heard at one point that they have 50 different versions of the user interface out there, and different sections get it at different times, and they’re testing, and they’re doing quality metrics, and-

Dave Greenwood:       Yeah.

Matt Ward:                   They’re trying to figure out all this stuff that works and doesn’t work, and when they rolled out Facebook live not everybody had it-

Dave Greenwood:       No.

Matt Ward:                   They first did it to high level personalities, and it was in an app called, Mentions, and-

Dave Greenwood:       Yeah.

Matt Ward:                   It’s constantly changing, and the same with YouTube, so you know if you’re going to really invest in social media, and you’re going to do it yourself, you need to be okay with the shifting in landscape that it is, and the fact that what is here today is not going to be here next year, one of these, I’ve been saying for years, and there’s a couple recordings of me out there years ago, gosh it was probably eight years ago I said that Twitter will be gone in five years. I believed that the technology would remain, but the platform would not. See the majority of people don’t actually use twitter.com. They use the app-

Matt Ward:                   Or, they use-

Dave Greenwood:       Yeah.

Matt Ward:                   Yeah. Or, they use the tool that’s inside of another connected device, or another connected program, and I believe the technology was so good that somebody would just snap it up and use it in a different type of platform.

Dave Greenwood:       Yeah.

Matt Ward:                   They still haven’t quite figured out how to monetize this thing, and they’re not profitable to my knowledge, yet. Facebook has figured out how to monetize by penalizing us for our posts on brand pages, and making us pay play.

Matt Ward:                   But, you know it is their real estate-

Dave Greenwood:       Every time you post something to a business page now, you get an email or a message that says, “You have a really cool post and people are starting to notice it,” and you look at it and it’s like one person liked it.

Matt Ward:                   Yeah.

Dave Greenwood:       It’s like they’re trying to get you to buy an ad, they’re trying to get you to boost it, and now what I’ve noticed is you talk about things change all the time is you go in and try and really kind of target a post to say, CEO’s within 25 miles of this, or a marketing director, or whomever you target, and they say, your audience is too narrow to boost, so you got to keep going, so I’ve seen that lately. They won’t actually let you boost it until you increase it, so that’s how they’re making more money. But, to your point, it’s the websites, it’s the SEO, it’s the Google, it’s the Facebook, it’s the Twitter, they just change all the time, and people need to keep up on this somehow.

Matt Ward:                   Mm-hmm (affirmative). Yeah. I think that you know this is their platform, so people got frustrated with the fact that they’re charging, and they’re trying to get you to pay to play and boost this thing up, and at the end of the day if we all had a golf tournament right next to our house we’d eventually be selling our grass as parking spots.

Dave Greenwood:       Yeah.

Matt Ward:                   Right? That’s what everybody does. When there’s an event right next door, you’re not letting people park for free. Facebook let everybody park for free for a very long time, and now they’re charging at the gate, and people don’t like it.

Dave Greenwood:       Yeah.

Matt Ward:                   And, I’m okay with it, I just don’t readily participate in it. I do from time to time, but not a lot. The other thing people have to realize is that you own your email list, you own your website if you built it properly, but you don’t own anything on Facebook, and you agreed to that when you signed up with the terms of service-

Dave Greenwood:       Yeah.

Matt Ward:                   You don’t own anything on Twitter. Right? I’ve had people call and say, “My Facebook page is gone, it was my sole internet presence,” and I said, “We got to figure out something different. We got to get you a website real quick,” because you don’t have anybody to point to.

Dave Greenwood:       Yeah.

Matt Ward:                   It depends on the industry, but people are quickly realizing that is not the way to do things, and they’re figuring it out that the website’s the key, and you don’t have to spend $10,000.00 or $20,000.00 on a website these days. The key is get something up, and get it consistent.

Dave Greenwood:       Yeah. We talk about, one thing I’ve done in my day job, and over the years, and public relations, and planning content for people is something very simple it’s just creating a content plan, and it could be as simple as just an Excel spreadsheet, what the topic is, five ways to post to Facebook, 10 ways to maximize your website all these topics we put them in a calendar, then maybe a line in there or field of who’s responsible for it, those types of things. Do you guys do something similar with clients in terms of just trying to plan it up, because I know we’ll go back to the ADHD world for a minute, or people who are easily distracted, or can’t get things done that if at least there’s a plan, or systems in place that the likelihood of things getting done increases? I don’t know the percentage. Okay?

Matt Ward:                   Yeah. It’s actually, there’s this whole thing, because I talk about it in my procrastination talk that if you write something down you’re 46% more likely to complete it.

Dave Greenwood:       Oh, yeah. I mean, you know go on that road for a second, I can’t use Evernote, I can’t use all these things-

Matt Ward:                   Yeah.

Dave Greenwood:       I have a legal pad-

Matt Ward:                   Yeah.

Dave Greenwood:       I write things down, because it triggers something in the brain, but in terms of content planning-

Matt Ward:                   Yeah. We actually do a content plan for the year.

Dave Greenwood:       Yeah.

Matt Ward:                   Right? It’s just like an Excel spreadsheet and we talk about the topics, and it’s okay if the topics change. We’re okay with them changing, we just want to get something in the roadmap.

Dave Greenwood:       Yeah.

Matt Ward:                   To ensure that we have some direction, because things do change. Right? Product lines drop, new product lines are added, service sets are dropped, new services are added.

Dave Greenwood:       Or, you stumble on an industry trend, or concern, and-

Matt Ward:                   Right.

Dave Greenwood:       You say, we get to get this into the mix.

Matt Ward:                   We have a content plan ourselves. Right? Just recently we added sort of an urgent blog into the mix for these spam letters that showing up in people’s mailboxes, actually being mailed to them about their domain names, expiration dates.

Dave Greenwood:       Yep.

Matt Ward:                   It’s a complete, I wouldn’t call it a fraud, it’s a complete-

Dave Greenwood:       It’s a misdirection.

Matt Ward:                   Yeah. And, it’s intended to sell a domain registration service with a different company. It looks like a bill, but the way they get around it is they write on there this is not a bill.

Dave Greenwood:       Yeah.

Matt Ward:                   Or, this is not an invoice, but-

Dave Greenwood:       But, they’re getting you to try to switch your domain. Yeah.

Matt Ward:                   They put it in such a conspicuous place that you can’t tell, and two of our clients got this letter on the same day, so we wrote a blog about that. The other thing we wrote an urgent blog, or I did a Facebook live I think that one was, was on the images, the use of images, because we had two people that contacted us that we’re being sued or had received cease and desist letters by Getty images. One was Getty Images, and one was another one in Canada through Russia, and it was about improper use of images on their website, so there’s a protocol for images you can and cannot use copyright laws and all this type of stuff.

Dave Greenwood:       Yeah.

Matt Ward:                   And, I’m a firm believer that Getty Images makes more money from suing people than they do actually from selling images.

Dave Greenwood:       From selling images.

Matt Ward:                   Yeah. It’s rampant in the industry. There are people receiving letters every single day. They actually have technology and they can detect a Getty licensed image on a website, and then they-

Dave Greenwood:       Oh, you can do an image search. Yeah.

Matt Ward:                   Yeah. They have very unique, because of what happens is a lot of people will take those images and put them in collages, and so then the image is a new image. Right? But, what Getty is, they’ve got some sort of technology that can figure out the pixels inside that image and determine if it’s in a collage. People are getting caught on this, and for one image to the tune of $5,000.00. It’s brutal. In a lot of ways it’s a very, you know, there’s some wrong doing, certainly, but not wrong doing, these people are making $5,000.00 from that image.

Dave Greenwood:       Yeah.

Matt Ward:                   Right?

Dave Greenwood:       I guess the moral-

Matt Ward:                   It’s very extortionist like. You got to follow the process, and make sure you dot your T’s and cross your I’s, but the moral of the story, yeah, to bring it back around what I was going on was the fact that some things are urgent and replace other things in the content calendar.

Dave Greenwood:       Yeah.

Matt Ward:                   But, that’s okay, because urgency, you know, when things happen like that are, things, industry trends-

Matt Ward:                   Are a big deal. Right?

Dave Greenwood:       Yeah. And they become a trusted-

Matt Ward:                   Right.

Dave Greenwood:       You know-

Matt Ward:                   Resource.

Dave Greenwood:       Resource, or purveyor of that information.

Matt Ward:                   Absolutely.

Dave Greenwood:       I think the other moral of the story is that if you’re going to cheap out your website, or rip images off the web you’re going to pay for it.

Matt Ward:                   Yeah. That’s another moral of the story.

Matt Ward:                   Make sure your web company uses a proper process with the images.

Dave Greenwood:       Yeah.

Matt Ward:                   Like, us.

Dave Greenwood:       These are some great tips for people to just try to, you know, when they’re distracted in business just how to get some of this stuff done. Talk to me briefly about the topics you speak about.

Matt Ward:                   Yeah.

Dave Greenwood:       You’ve got a real identity going, here a little bit.

Matt Ward:                   I do.

Dave Greenwood:       As I do.

Matt Ward:                   Yeah.

Dave Greenwood:       Talk to me about some of the things you talk about, and the audiences, and how people can find you.

Matt Ward:                   Oh, sure. Yeah. My keynote speaking business is called, Breakthrough Champion, that’s over at www.breakthrough-champion.com  I help people eliminate procrastination, business owners, and employees solve their procrastination puzzle by taking charge with chocolate. That’s a lot of fun. We play on chocolate use it as a metaphor and help people kind of reinvigorate and take more action in their lives. I also talk about, I have a talk called, Care Package, How to Create Raving Fans and Lifelong Customers Through Caring, and then the third one is, the concept around how do you reap the rewards for your business that you so desperately deserve, which is the concept of you built this business, you work for the business, why not you instead have the business work for you, take more time off, take more money from the business, have a lifestyle you want to live, which is meant in most cases why many of us started a business, we wanted freedom, and flexibility, and less stress.

I’ve effectively done that with my web company, so I’ve empowered the people on my team to make decisions and do those type of things, so I’m able to have multiple businesses. I also have a vacation rental property that I run and manage, and you know as a keynote speaker kind of travel the country at conferences and associations helping people make change in their business and in their lives. It’s a lot of fun. It’s a very rewarding job. Sometimes it’s lonely, you know, flying on a lot of planes, and whatnot, but I just love thee impact that we can have, and when you see kind of people in the audience come up to you afterwards and they go, “Wow. I didn’t realize, I always knew that I could work on my business and not in my business, I just didn’t know how. How to get started.” I’ve effectively done that.

Dave Greenwood:       It’s a tough, yeah, it’s a tough transition for-

Matt Ward:                   Yeah.

Dave Greenwood:       For anybody. Yeah.

Matt Ward:                   Right. That’s kind of what I talk about, and I also do a lot of digital marketing talks, as well, whether it be email marketing, or the biggest one I do now is this conversion versus SEO talk, which is what we talked about. I do that for the Better Business Bureau, and Chambers, and things like that.

Dave Greenwood:       Cool. Awesome. Thanks for your time, your advice. I know this is a, you get companies no matter the size if they get bogged down in their marketing, or their PR, or even writing copy for a webpage, so I think this has definitely been helpful for people who struggle getting these things done, and to another level people who are extremely distracted and can’t focus, and you can put these things together.

Matt Ward:                   Right.

Dave Greenwood:       You’ll have contact info for Matt up on the website in the show notes on iTunes. Again, Matt, thanks so much for your time, and what was that thing we were going to talk about in another podcast? There was one more we were going to talk about. It will come to me. I’ll put it-

Matt Ward:                   Okay.

Dave Greenwood:       In the show notes. All right. Thank you, sir.

Matt Ward:                   All right.

Dave Greenwood:       We’ll be talking.

Matt Ward:                   Thank you, Dave.

Dave Greenwood:       Cool.  That’s it folks another edition of Overcoming Distractions the Podcast has come to an end. I hope you’re inspired. I hope you learned something. Check www.overcomingdistractions.com for more podcasts, video blogs, and up to date info on books, and more books. We’ll catch you on the next one.