April 27, 2025 • 27 mins
Digital marketing is undergoing a transformative shift where understanding fundamentals while leveraging AI offers companies unprecedented advantages that may become insurmountable for those who fail to adapt. This golden opportunity period for digital transformation requires immediate action before the landscape dramatically changes in the next 18-36 months.
• Marketing fundamentals remain critical as the foundation for all digital strategies
• Companies must optimize for multiple platforms, including Bing, social media, and Reddit
• Visibility in large language models (LLMs)is becoming an essential ranking factor
• Review generation is crucial for building trust and shortening sales cycles
• AI transitioning from content creation to having agency and decision-making ability
• Early adoption of new technologies provides substantial competitive advantages
• Businesses face a "Netflix or Blockbuster" moment in their marketing evolution
• Customer acquisition costs are rising while competition intensifies across channels
• Marketing packages that provide foundational elements help businesses scale faster
• Mastermind programs and fractional CMO services bridge expertise gaps
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Matt’s Contact Information:
https://www.linkedin.com/in/mattbertramlive/
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More from EWR and Matt:
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The Unknown Secrets of Internet Marketing podcast is a podcast hosted by Internet marketing expert Matthew Bertram. The show provides insights and advice on digital marketing, SEO, and online business.
Topics covered include keyword research, content optimization, link building, local SEO, and more. The show also features interviews with industry leaders and experts who share their experiences and tips.
Additionally, Matt shares his own experiences and strategies, as well as his own successes and failures, to help listeners learn from his experiences and apply the same principles to their businesses. The show is designed to help entrepreneurs and business owners become successful online and get the most out of their digital marketing efforts.
Find more great episodes here: https://www.internetmarketingsecretspodcast.com/
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:03):
This is the Unknown Secrets of Internet Marketing,
your insider guide to thestrategies top marketers use to
crush the competition.
Ready to unlock your businessfull potential, let's get
started.
Speaker 2 (00:18):
Howdy.
Welcome back to anotherfun-filled episode of the
Unknown Secrets of InternetMarketing.
I am your host, matt Bertram.
I actually realized that.
I think the reason the introswere a little bit bumpy was
because my data storage on allmy podcasts needs to be cleaned
out.
I've maxed out the capacity ofStreamYard with so many podcasts
(00:41):
.
It was good I was cleaning themout.
We're going to turn a lot ofthem into shorts, so be looking
out for that.
We may be changing the name, soI will announce that more.
I know we've had the unknownsecrets of internet marketing
for so long, so I don't know.
There's just a lot happening, alot's changing, and we did
rebrand our name as the agencythat was started in 1999 from
(01:05):
eWeb results actually from eWebstyle to eWeb results to now EWR
.
We did the KFC thing, wecombined it and now it's EWR, as
kind of homage to the longhistory and origin of our agency
.
That supports this podcast.
It's the main supporter of thispodcast.
(01:26):
We'd ask if you like thispodcast, if you've been a client
in the past, you've done someconsulting.
Please leave us a review.
There are so many differentreview platforms out there now,
so if you have access into oneof those platforms.
Please leave us a review If youhave done consulting with this.
If you've done a call with us,please mention that specifically
(01:48):
.
It helps out with thealgorithms.
But the reason I am doing thispodcast is to just check in with
you.
We've done some greatinterviews.
I was just like wow, wow, wow,wow.
I was looking back at a lot ofthe past interview guests that
we had, some of the new onesthat are about to come on, that
are scheduled.
(02:08):
I'm just pumped up.
I'm talking to some movers andshakers in the space, people
that are doing things.
Things are changing rapidly andso it's very important to stay
on top of what is going on inthe space, and I'm bringing in
some of the top experts in thesedifferent areas.
I cannot be an expert ateverything.
I am focused in my lane butwell, seo algorithms has now
(02:35):
expanded.
I know a lot about how thesocial media algorithms work.
I know a lot about how AdWordsis.
I think a lot of people don'tknow that I actually started in
AdWords.
I actually started my agencycareer, after affiliate
marketing and stuff like that,as a PPC person and then that
branched out to paid social andthen really, as I understood the
(02:57):
math and the algorithms and howeverything works well.
Seo was super interesting.
Now everything's comingtogether.
One of the major things thatwe're doing at EWR is, uh, we're
building like managed servicesof marketing packages to help
businesses uh, grow theirbusiness, or give them the time
(03:18):
back to grow, um, their businessand do the things they know how
to do, because today, let'sface it, you have to actually
become an expert in marketing togrow your business on where
everything's going, or you canfind a good partner, or, if
you're a bigger company, you canbuild an integrated plan and
create kind of a hub and spokemodel where you have different
(03:40):
agencies doing different things,which does have its challenges,
because things get siloed andpeople get siloed, and so a lot
of times you have and a lot ofcompanies we work with.
There's like generalists thatknow a little bit about a lot of
stuff, and then they're workingwith a handful of agencies to
accomplish what they're doing.
But, wow, everything's movingreally fast.
(04:03):
One of the big things we'reworking on at the agency is
ranking our clients in the largelanguage models, the chat, gbts
One of the big things that I'vetalked about in the past.
You've got to be working onBing, right, so the landscape's
changed.
You just don't got to focus onGoogle.
You need to have Bing mastertools.
You need to make sure yourstuff's getting indexed.
(04:24):
That algorithm and theweighting of different metrics
works a little bit differently,and so you have to keep that in
mind.
And then the SEO for lack of abetter word organic placement in
the social media accounts.
You got to incorporate that.
I know I've talked about the7-11-4 rule.
(04:45):
I've been trying to incorporatethat more.
I just read another study fromGoogle again, and it's about the
zero.
What is it Like?
The zero buy?
So in marketing, when you'rebuying stuff, the touch points
to interact with the client.
(05:06):
It's typically like they hearyour advertising and then maybe
like they're in the store andthey're about to make a purchase
and you have that last minutewith the branding, packaging, uh
, to to get them to buy nowonline.
It's like, oh, I have a needright now, let me go search it,
let me go find it, let me gofind it, let me go buy it.
And so that model has changed.
(05:29):
This was an old study fromGoogle, put out in 2011 and had
some really relevant stuff in it.
So what I'm seeing is thependulum in marketing is
swinging back towards thefundamentals.
The fundamentals is still whatthe math's based on, right and
(05:50):
marketing of how you're reachingpeople.
You just have better tools andbetter visibility.
Now, if you're a smallercompany out there, these tools
cost a lot of money, costs a lotof money.
Um, I'm seeing, like, thepercentage of fees for one of
(06:10):
these platforms for the reallycool stuff and I've done a
couple interviews with some ofthese companies starts at like a
million bucks a year, um, or uh.
On the lower end, uh, two and ahalf percent, which should
equal about $5,000 of the adspend.
But there's going to be thisbifurcation and I have maybe
talked about that before of thereally advanced marketing, the
(06:35):
people that are spending themoney and to get better and
better and better at it andthey're going to be leveraging
AI and they have kind of AIgovernance in their company and
AI first, and they're going toleapfrog all the other companies
that think that they have largemoats.
And if you're a small companyand you can start to leverage
(06:55):
some of these tools, you cancatch up and grow exceedingly
fast.
We're starting to work with alot more private equity
companies right now that arelooking for growth hacking and
we've been able to incorporatesome of the knowledge and tools
and skills that we've used forbigger clients where we're
(07:17):
wrapping around with a coupledifferent clients to meet the
threshold of using theseplatforms based on our
relationships and myrelationships with some of these
platform founders.
So they're letting us get inthere in kind of a group by
setting.
One of the things that I've beentalking about for a long time
(07:37):
that I guess I can announce itnow is MatthewBertramcom.
I was able to buyMatthewBertramcom not
MattBertramcom, but Matt BertramLive, which we also have but
MatthewBertramcom.
I'm doing a lot more CMO workfor clients.
I'm really coming intocompanies and helping them fix
(07:58):
their marketing.
A lot of it is marketingdepartments or different
agencies are not really talkingto each other and they don't
have good visibility of theanalytics or they don't know the
new tools that are available ornew ways of doing things, and
getting kind of a brand refreshhas been helpful.
We're doing a lot of strategywork.
I really enjoy the strategywork.
(08:18):
I've been working with somereally cool brands to do that
and, of course, with OGGN, oiland Gas Global Network, the
storytelling that we're doingand the content creation we're
doing over there.
I'm behind the scenes a lot,but I do have the podcast that I
do with the founder of thenetwork, a marketing and sales
(08:39):
podcast.
That's been a lot of fun.
We brought in some fantasticguests.
We brought in the head ofglobal sales for major companies
to talk about how they'relooking at comms and how they're
looking at sales, working withmarketing and marketing
qualified leads.
What I would like to do isstart a mastermind program,
(09:02):
which a lot of people have askedme for, to help smaller
businesses access some of thetools in kind of a group
purchase setting, as well asunderstand the strategies and
have some of the best tools togive companies a competitive
advantage.
(09:22):
I am very worried that, as AIcontinues to get implemented and
it will take some time to getimplemented from an AI
governance standpoint at thelarger companies.
Once that starts moving, it'sgoing to be very hard to catch
up with the amount of money theycan spend and the data that
they're going to have.
And so now is that golden timefor companies that have not
(09:49):
really done the digitaltransformation to start doing it
and start doing it quickly.
And if you don't know where toget started, reach out to DWR,
reach out to me.
We can help you.
But do it.
Find somebody that you trust,do it.
I'm telling you, thelandscape's going to look very
different in 18 months to 36months Dramatically different.
(10:11):
Now there's going to be aNetflix effect, right, or a
blockbuster effect right, where,when Netflix came out,
everything was going to bestreaming.
But there's still kind ofblockbuster didn't make it.
But Redbox is still hanging onout there at some of the
pharmacies and grocery stores,right, but the majority of the
bell curve of people arestreaming videos or using
(10:33):
Netflix or something like that.
Now, I think that that's goingto happen with AI.
We're doing a lot of internaltrainings.
I'm going to a lot ofconferences.
I'm also in some elitemasterminds myself and I'm
having extended conversationswith some of the guests we're
bringing on specifically.
I can't talk today about howthat is going to be incorporated
(10:57):
into what's going on, and someof those conversations have
spilled over into the podcast.
So I'd encourage you, if youhaven't listened to a lot of
podcasts, to listen to them.
There's some really, reallygood people that I've brought on
that are better and moreequipped and better, as in they
(11:19):
have stronger expertise in aspecific area than I do.
Certainly, doing digitalstrategy, you have to have a
breadth of knowledge than I do.
Certainly, doing digitalstrategy, you have to have a
breadth of knowledge and I do.
And then I have some very deepspecialties in specific areas.
I am broadening those skillsand also looking at all the data
(11:41):
across the clients, and we'vebeen launching a lot of newer
campaigns or newer products orproductized services within EWR
to test out different thingsbased on how the market's
changing, and one of the bigthings that we're doing, like I
said, is these marketingpackages, and a lot of clients
just need the foundationfundamentals.
They want to run.
Clients just need thefoundation fundamentals.
(12:03):
They want to run, but they'remaybe crawling and they need to
start walking and it's just timeto take that next step.
So how do you attract more ofyour ideal clients online?
There's a lot of analytics thatyou can do.
There's a lot of modeling youcan do.
Yes, there's some guesstimationof this is my best client, but
(12:26):
who's producing the most revenue?
How fastly can you convert theclients?
There's other metrics ofconsideration of growing the
business and also how to reachthem.
We're using a lot of differentplatforms.
Like I've mentioned in some ofthe previous podcasts, reddit
has been instrumental inreaching millions of people.
So, if you look at a cost perimpression, getting involved in
(12:49):
Reddit organically is superpowerful.
If that's something that you'renot doing.
Some of these other platformsto spread your money around
Everybody wants to spend on themeta and Google.
Some of these other platformsdon't have as many restrictions.
They're certainly powerful.
I can tell you Pinterest, forexample.
If you're selling e-commerce, Ican't think of a better search
(13:11):
engine that shows you exactlywhat you want to buy.
Oh, you want to see other stuff?
That's just like this.
Here you go.
It can be used in home serviceslike remodeling to show
examples, modeling to showexamples.
You can now use AI, of course,to generate some generative art
(13:32):
and 3D imaging and there's justoh my gosh like Adobe's doing
some crazy stuff.
So I'm trying to bring thesepeople on.
I'm going to bring more peopleon.
I'm going to be reaching out tosome people, I know.
Please continue to support thepodcast.
But, okay, how do I attract myideal customer online?
How do I build a strong onlinepresence?
How do I increase my organictraffic to my website?
(13:54):
How do I establish authority inmy industry?
These are common questions, butwe've been answering these
questions and we've beendelivering results in these
areas for a long time, but stilla lot of again, going back to
(14:14):
the basics is important for alot of companies.
I am offering some onsitetrainings that I've done Two of
them.
I'm probably going to beincreasing the pricing there
because I have to travel and ittakes away from a lot of stuff,
but I'm doing a lot ofconsulting, whether it be remote
, um, some fractional CMOservices.
Uh, if, if you would like totap my brain and and what we're
(14:38):
doing and have it apply to yourcompany, we can uh, do some, uh,
uh, we can do some in-depthdigging in of what you have and
we can figure out.
What analytics do we need toset up?
What platforms might you needto be on help you build a
strategy, help you analyzethings, help you look at the
data and develop something thatworks.
(15:00):
We've worked with so manydifferent industries across so
many different skill sets, and alot of their cross-pollination
of strategies has been superhelpful, and some of the bigger
things that we're really focusedon as an agency, but also
independently.
Some of the things that I'mstarting to do more is help
(15:22):
identify if you have a lack ofbrand awareness or you have low
quality leads or inconsistentleads.
I get a lot of people sayingthat sales qualified leads are
way better than marketingqualified leads.
I would tell you that thoseshould be the same thing.
You should be able to integratethose, and we've been able to
produce $100 million pluscompany leads for ourselves and
(15:46):
for clients and speed up thatsales cycle dramatically by
building the trust and authorityonline and through the
storytelling that we do to getthe brand promise and the
message of your brand out there.
And if you're suffering withlow quality or inconsistent
leads, that's something we needto dig in and look at.
(16:08):
Uh and uh, we'll take some time.
I am going to uh start, like Isaid, this mastermind program,
so you know, to engage medirectly might be um time
intensive on on my part, itmight get a little bit expensive
on your part, but, uh, but in agroup setting we'll bring these
things in, we'll put them incase studies and basically I'm
(16:30):
going to be doing monthlytrainings and I'm also going to
bring in some of the expertsfrom the podcast to be able to
answer some of these questions.
And there's more to what we'rebuilding out in the ecosystem,
but the agency's running reallywell on its own.
I've hired somebody to takeover mainly the operations, so I
(16:52):
am certainly involved on thestrategy.
I'm still coaching behind thescenes, but I'm not actively
engaged in the business withclients, unless maybe I need to
step in for one one or one onehere and there.
Whatever is needed, Right.
So look, website traffic's goingdown.
If your traffic's going down,is it poor traffic?
(17:15):
Do you have poor engagement?
Is it just traffic going down?
Because, again, we've talkedabout the concept of building
the brand across the platformsand that brand should supersede
any one platform.
Uh, and website traffic goingdown?
Um is scary, but you should belooking at, like, the customer
acquisition costs which aregoing up.
(17:36):
There's more channels, there'smore competition, but, um, if
you're maintaining the samelevel of sales and you have less
traffic.
It's really important tounderstand why that's happening
and how someone's finding youand engaging you for services or
to buy your product, becauseone the algorithms on all the
(18:00):
platforms are constantly beingtweaked and shifted, but you
need to know how that'shappening and get that
visibility, um, get thatvisibility to know what parts of
your marketing are workingRight, and so it is very
difficult to measure the ROI, umand and there's a lot more
(18:23):
competition, um, and and there'sa lot more competition, um and
well, one of the biggest thingsthat I would encourage everyone
to do is get more reviews online.
Everybody doesn't have a lot oftime.
People shortcut that by readingreviews.
Um, reviews are the number onething you can do to drive your
local uh visibility, uh, toincrease uh your conversion rate
(18:48):
, lower your conversion costs.
People need somebody else, andthat's why I brought on I just
did an interview aboutinfluencer marketing, having
somebody else say something goodabout your brand.
You can only say it aboutyourself so many times.
You need to build this mosaiconline, uh, so people can find
(19:09):
out what they're looking for,they can answer their question,
they can engage you uh with aslittle friction as possible, and
then, at any point wherethey're trying to make a
decision, uh, you need toprovide like FAQs, comparisons,
case studies, faqs, comparisons,case studies, testimonials,
reviews, video reviews to helpsomeone get over that line.
(19:32):
And the more you can do toimprove this overall funnel, the
faster your flywheel of saleswill increase.
And so putting all thistogether takes a lot, and that's
why this mastermind program, Ithink, will be helpful for a lot
of small business owners.
And then I do have a advancedCMO mastermind that we're doing
(19:57):
for companies that are targetingoil and gas right now, which a
lot of those concepts areadapted for our small business
mastermind.
But all I can tell you is takeaction, do it now, do it now, do
it now.
You don't want to wait.
(20:19):
A couple months will go by.
Things are moving so fast.
You need to start the processto moving in that direction to
be able to keep up.
It's like a car that's at astanding point or at a slow
point.
You got to get that momentumgoing.
You got to get the new wheelson the car, the new engine in
(20:42):
the car, the cold air intake,whatever it is to make that car
go faster, because your car isgoing to need to go faster
because other people that havedone those enhancements with
their brand, with theirmarketing, are going to pass you
by.
That have done thoseenhancements with their brand,
with their marketing, are goingto pass you by.
And the cost of AI is going toalmost zero.
(21:06):
Ai agents, which is notsomething I've talked about a
lot yet.
I'm going to start talkingabout it more.
I'm going to bring experts onthere.
But that means that thesealgorithms, which I think a lot
of them have been around for awhile, like AIs with agency they
can make decisions is alreadykind of happening in the stock
market.
It flows to money.
It's happened in chatbots.
(21:27):
Chatbots are getting a lot moreagency, but now with even what
chat GBT came out, it's a 200bucks a month.
You can have it.
Find products that that for youand bid and buy those products.
They can do negotiations foryou.
You can give it specific tasks.
(21:48):
So so they have agency.
They can make they have adecision-making process
internally, can make they have adecision-making process
internally.
I think we're going to startseeing people uh from uh
therapists to um, like it'sgoing to be online first, right,
but they're going to put themin Androids soon, but, uh, or
robots, right, but, but.
(22:08):
But counseling, um, advice, uh,you know uh, science, uh,
education, having like the mostthe smart, the combination times
, whatever of all the smartestpeople in the world, at your
fingertips and also can now dothings and take action, and you
(22:30):
can train it to do specifictasks.
You can train it to do specifictasks.
There's going to be people onyour team, whether you're at an
agency or at a company, thatyou'll probably be working
alongside AIs, right, and you'lldefinitely be using AI.
So it's a big focus.
(22:52):
I don't think people understandhow much it's going to impact
you and I think everything thependulum is going back to the
basics and the fundamentals,because if you understand those
things and you can lay thegroundwork.
Ai can help you accelerate whatyou're doing.
It can also recommend for youto completely shift what you're
(23:15):
doing doing.
It can also recommend for youto completely shift what you're
doing, but that's harder forpeople to grasp and that's
harder for implementationpurposes.
What you really want to do isreally solidify your marketing,
your target persona, yourcustomer journey, your marketing
numbers, and then use AI tospeed up that flywheel to
enhance what you're doing, andthat's what our focus is.
(23:39):
That's what I'm doing atMatthewBertramcom, that's what
we're focused on internally atEWR for our clients and the
managed service of marketingprograms that we're developing
for our clients is we'reconstantly improving.
We're constantly adding newservices and and enhanced
(24:00):
services to do things better,and we've seen huge improvements
.
And what I can tell you and I'llend on this is marketing is a
moving target.
It's, if it's not one thing,it's another thing.
There's so many differentchanges.
You've got to stay on top of itand and you want to be an early
adopter.
You want to be an early adopterbecause you're going to get the
(24:23):
most advantage from it If youstart it early.
We started AI early and then westayed at where we're at, and
that's what a lot of companiesdo.
They they start with the besttechnology, they start with what
they know, they build abusiness based on what they know
and then they don't update that, they don't change it.
It's not like a living SOP.
It's like we're doing this thesame way, even if new tools come
(24:45):
out in any industry.
I've seen that, based upon whenthe business was formed, I can
tell you how the businessprobably operates, or most
businesses, and I can even tellyou, with mergers I've seen a
lot of mergers.
They don't get integrated verywell.
Many times there's multipleCRMs floating around.
(25:06):
It's time to update and reallydigitally transform your
business and I would justencourage you, however you're
going to do it.
If you have somebody internallythat you can elevate, to give
the authority internally tobring people together to do it,
I encourage you to do it.
If you know somebody that youtrust, reach out to them.
If you don't know it, learn it.
Listen to some of theinterviews.
(25:27):
There's so much goodinformation out there.
There's so much good stuff.
Find whatever source, whatevermedium you want and spend some
time every week learning it tostay up to date with what's
going on, and I can tell youthat for the people that do that
, they're going to haveunlimited growth tool on the
planet which is the internet andwhich is AI.
(25:48):
This is like the dot com, right?
This is when the internet cameto be.
Ai is the next thing, but yougot to understand how it
(26:09):
incorporates and everything else.
I would just encourage you totake action, Things that you've
been waiting on to do.
Do it.
You want to be as competitiveas possible as we move forward.
I spend all my free timelistening to podcasts, talking
to people, doing trainings,going to conferences, learning
(26:30):
this stuff.
I absolutely love it.
I would love to share it withyou.
Keep listening to the podcast.
Please support us.
Let us know how we're doing.
Comment, shares, likes, reviews.
Reach out to us.
I am going to build, or we'rein the process of building, a
program where I'm going to havesome downloadables and things
like that, Because I don't knowwho a lot of you are.
(26:53):
You've been listening for a lotof years, but until you reach
out the way that these platformsare set up, I don't.
I don't know who you are.
So please, please connect.
Please connect on LinkedIn.
Hey, I like the podcast.
Saying it publicly is great,but connect.
Let me know what kind ofcontent you would see people you
want me to interview.
(27:13):
I'm building out a list ofbringing more people on.
I think we've really brought onsome great people and looking
forward to the future and how wecan help not just small
businesses, but $100 millionbusinesses grow.
Until the next time, my name isMatt Bertram.
This is the Unknown Secrets ofInternet Marketing.
(27:35):
Bye-bye for now.
This is the Unknown Secrets of Internet Marketing,
your insider guide to thestrategies top marketers use to
crush the competition.
Ready to unlock your businessfull potential, let's get
started.
Speaker 2 (00:18):
Howdy.
Welcome back to anotherfun-filled episode of the
Unknown Secrets of InternetMarketing.
I am your host, matt Bertram.
I actually realized that.
I think the reason the introswere a little bit bumpy was
because my data storage on allmy podcasts needs to be cleaned
out.
I've maxed out the capacity ofStreamYard with so many podcasts
(00:41):
.
It was good I was cleaning themout.
We're going to turn a lot ofthem into shorts, so be looking
out for that.
We may be changing the name, soI will announce that more.
I know we've had the unknownsecrets of internet marketing
for so long, so I don't know.
There's just a lot happening, alot's changing, and we did
rebrand our name as the agencythat was started in 1999 from
(01:05):
eWeb results actually from eWebstyle to eWeb results to now EWR
.
We did the KFC thing, wecombined it and now it's EWR, as
kind of homage to the longhistory and origin of our agency
.
That supports this podcast.
It's the main supporter of thispodcast.
(01:26):
We'd ask if you like thispodcast, if you've been a client
in the past, you've done someconsulting.
Please leave us a review.
There are so many differentreview platforms out there now,
so if you have access into oneof those platforms.
Please leave us a review If youhave done consulting with this.
If you've done a call with us,please mention that specifically
(01:48):
.
It helps out with thealgorithms.
But the reason I am doing thispodcast is to just check in with
you.
We've done some greatinterviews.
I was just like wow, wow, wow,wow.
I was looking back at a lot ofthe past interview guests that
we had, some of the new onesthat are about to come on, that
are scheduled.
(02:08):
I'm just pumped up.
I'm talking to some movers andshakers in the space, people
that are doing things.
Things are changing rapidly andso it's very important to stay
on top of what is going on inthe space, and I'm bringing in
some of the top experts in thesedifferent areas.
I cannot be an expert ateverything.
I am focused in my lane butwell, seo algorithms has now
(02:35):
expanded.
I know a lot about how thesocial media algorithms work.
I know a lot about how AdWordsis.
I think a lot of people don'tknow that I actually started in
AdWords.
I actually started my agencycareer, after affiliate
marketing and stuff like that,as a PPC person and then that
branched out to paid social andthen really, as I understood the
(02:57):
math and the algorithms and howeverything works well.
Seo was super interesting.
Now everything's comingtogether.
One of the major things thatwe're doing at EWR is, uh, we're
building like managed servicesof marketing packages to help
businesses uh, grow theirbusiness, or give them the time
(03:18):
back to grow, um, their businessand do the things they know how
to do, because today, let'sface it, you have to actually
become an expert in marketing togrow your business on where
everything's going, or you canfind a good partner, or, if
you're a bigger company, you canbuild an integrated plan and
create kind of a hub and spokemodel where you have different
(03:40):
agencies doing different things,which does have its challenges,
because things get siloed andpeople get siloed, and so a lot
of times you have and a lot ofcompanies we work with.
There's like generalists thatknow a little bit about a lot of
stuff, and then they're workingwith a handful of agencies to
accomplish what they're doing.
But, wow, everything's movingreally fast.
(04:03):
One of the big things we'reworking on at the agency is
ranking our clients in the largelanguage models, the chat, gbts
One of the big things that I'vetalked about in the past.
You've got to be working onBing, right, so the landscape's
changed.
You just don't got to focus onGoogle.
You need to have Bing mastertools.
You need to make sure yourstuff's getting indexed.
(04:24):
That algorithm and theweighting of different metrics
works a little bit differently,and so you have to keep that in
mind.
And then the SEO for lack of abetter word organic placement in
the social media accounts.
You got to incorporate that.
I know I've talked about the7-11-4 rule.
(04:45):
I've been trying to incorporatethat more.
I just read another study fromGoogle again, and it's about the
zero.
What is it Like?
The zero buy?
So in marketing, when you'rebuying stuff, the touch points
to interact with the client.
(05:06):
It's typically like they hearyour advertising and then maybe
like they're in the store andthey're about to make a purchase
and you have that last minutewith the branding, packaging, uh
, to to get them to buy nowonline.
It's like, oh, I have a needright now, let me go search it,
let me go find it, let me gofind it, let me go buy it.
And so that model has changed.
(05:29):
This was an old study fromGoogle, put out in 2011 and had
some really relevant stuff in it.
So what I'm seeing is thependulum in marketing is
swinging back towards thefundamentals.
The fundamentals is still whatthe math's based on, right and
(05:50):
marketing of how you're reachingpeople.
You just have better tools andbetter visibility.
Now, if you're a smallercompany out there, these tools
cost a lot of money, costs a lotof money.
Um, I'm seeing, like, thepercentage of fees for one of
(06:10):
these platforms for the reallycool stuff and I've done a
couple interviews with some ofthese companies starts at like a
million bucks a year, um, or uh.
On the lower end, uh, two and ahalf percent, which should
equal about $5,000 of the adspend.
But there's going to be thisbifurcation and I have maybe
talked about that before of thereally advanced marketing, the
(06:35):
people that are spending themoney and to get better and
better and better at it andthey're going to be leveraging
AI and they have kind of AIgovernance in their company and
AI first, and they're going toleapfrog all the other companies
that think that they have largemoats.
And if you're a small companyand you can start to leverage
(06:55):
some of these tools, you cancatch up and grow exceedingly
fast.
We're starting to work with alot more private equity
companies right now that arelooking for growth hacking and
we've been able to incorporatesome of the knowledge and tools
and skills that we've used forbigger clients where we're
(07:17):
wrapping around with a coupledifferent clients to meet the
threshold of using theseplatforms based on our
relationships and myrelationships with some of these
platform founders.
So they're letting us get inthere in kind of a group by
setting.
One of the things that I've beentalking about for a long time
(07:37):
that I guess I can announce itnow is MatthewBertramcom.
I was able to buyMatthewBertramcom not
MattBertramcom, but Matt BertramLive, which we also have but
MatthewBertramcom.
I'm doing a lot more CMO workfor clients.
I'm really coming intocompanies and helping them fix
(07:58):
their marketing.
A lot of it is marketingdepartments or different
agencies are not really talkingto each other and they don't
have good visibility of theanalytics or they don't know the
new tools that are available ornew ways of doing things, and
getting kind of a brand refreshhas been helpful.
We're doing a lot of strategywork.
I really enjoy the strategywork.
(08:18):
I've been working with somereally cool brands to do that
and, of course, with OGGN, oiland Gas Global Network, the
storytelling that we're doingand the content creation we're
doing over there.
I'm behind the scenes a lot,but I do have the podcast that I
do with the founder of thenetwork, a marketing and sales
(08:39):
podcast.
That's been a lot of fun.
We brought in some fantasticguests.
We brought in the head ofglobal sales for major companies
to talk about how they'relooking at comms and how they're
looking at sales, working withmarketing and marketing
qualified leads.
What I would like to do isstart a mastermind program,
(09:02):
which a lot of people have askedme for, to help smaller
businesses access some of thetools in kind of a group
purchase setting, as well asunderstand the strategies and
have some of the best tools togive companies a competitive
advantage.
(09:22):
I am very worried that, as AIcontinues to get implemented and
it will take some time to getimplemented from an AI
governance standpoint at thelarger companies.
Once that starts moving, it'sgoing to be very hard to catch
up with the amount of money theycan spend and the data that
they're going to have.
And so now is that golden timefor companies that have not
(09:49):
really done the digitaltransformation to start doing it
and start doing it quickly.
And if you don't know where toget started, reach out to DWR,
reach out to me.
We can help you.
But do it.
Find somebody that you trust,do it.
I'm telling you, thelandscape's going to look very
different in 18 months to 36months Dramatically different.
(10:11):
Now there's going to be aNetflix effect, right, or a
blockbuster effect right, where,when Netflix came out,
everything was going to bestreaming.
But there's still kind ofblockbuster didn't make it.
But Redbox is still hanging onout there at some of the
pharmacies and grocery stores,right, but the majority of the
bell curve of people arestreaming videos or using
(10:33):
Netflix or something like that.
Now, I think that that's goingto happen with AI.
We're doing a lot of internaltrainings.
I'm going to a lot ofconferences.
I'm also in some elitemasterminds myself and I'm
having extended conversationswith some of the guests we're
bringing on specifically.
I can't talk today about howthat is going to be incorporated
(10:57):
into what's going on, and someof those conversations have
spilled over into the podcast.
So I'd encourage you, if youhaven't listened to a lot of
podcasts, to listen to them.
There's some really, reallygood people that I've brought on
that are better and moreequipped and better, as in they
(11:19):
have stronger expertise in aspecific area than I do.
Certainly, doing digitalstrategy, you have to have a
breadth of knowledge than I do.
Certainly, doing digitalstrategy, you have to have a
breadth of knowledge and I do.
And then I have some very deepspecialties in specific areas.
I am broadening those skillsand also looking at all the data
(11:41):
across the clients, and we'vebeen launching a lot of newer
campaigns or newer products orproductized services within EWR
to test out different thingsbased on how the market's
changing, and one of the bigthings that we're doing, like I
said, is these marketingpackages, and a lot of clients
just need the foundationfundamentals.
They want to run.
Clients just need thefoundation fundamentals.
(12:03):
They want to run, but they'remaybe crawling and they need to
start walking and it's just timeto take that next step.
So how do you attract more ofyour ideal clients online?
There's a lot of analytics thatyou can do.
There's a lot of modeling youcan do.
Yes, there's some guesstimationof this is my best client, but
(12:26):
who's producing the most revenue?
How fastly can you convert theclients?
There's other metrics ofconsideration of growing the
business and also how to reachthem.
We're using a lot of differentplatforms.
Like I've mentioned in some ofthe previous podcasts, reddit
has been instrumental inreaching millions of people.
So, if you look at a cost perimpression, getting involved in
(12:49):
Reddit organically is superpowerful.
If that's something that you'renot doing.
Some of these other platformsto spread your money around
Everybody wants to spend on themeta and Google.
Some of these other platformsdon't have as many restrictions.
They're certainly powerful.
I can tell you Pinterest, forexample.
If you're selling e-commerce, Ican't think of a better search
(13:11):
engine that shows you exactlywhat you want to buy.
Oh, you want to see other stuff?
That's just like this.
Here you go.
It can be used in home serviceslike remodeling to show
examples, modeling to showexamples.
You can now use AI, of course,to generate some generative art
(13:32):
and 3D imaging and there's justoh my gosh like Adobe's doing
some crazy stuff.
So I'm trying to bring thesepeople on.
I'm going to bring more peopleon.
I'm going to be reaching out tosome people, I know.
Please continue to support thepodcast.
But, okay, how do I attract myideal customer online?
How do I build a strong onlinepresence?
How do I increase my organictraffic to my website?
(13:54):
How do I establish authority inmy industry?
These are common questions, butwe've been answering these
questions and we've beendelivering results in these
areas for a long time, but stilla lot of again, going back to
(14:14):
the basics is important for alot of companies.
I am offering some onsitetrainings that I've done Two of
them.
I'm probably going to beincreasing the pricing there
because I have to travel and ittakes away from a lot of stuff,
but I'm doing a lot ofconsulting, whether it be remote
, um, some fractional CMOservices.
Uh, if, if you would like totap my brain and and what we're
(14:38):
doing and have it apply to yourcompany, we can uh, do some, uh,
uh, we can do some in-depthdigging in of what you have and
we can figure out.
What analytics do we need toset up?
What platforms might you needto be on help you build a
strategy, help you analyzethings, help you look at the
data and develop something thatworks.
(15:00):
We've worked with so manydifferent industries across so
many different skill sets, and alot of their cross-pollination
of strategies has been superhelpful, and some of the bigger
things that we're really focusedon as an agency, but also
independently.
Some of the things that I'mstarting to do more is help
(15:22):
identify if you have a lack ofbrand awareness or you have low
quality leads or inconsistentleads.
I get a lot of people sayingthat sales qualified leads are
way better than marketingqualified leads.
I would tell you that thoseshould be the same thing.
You should be able to integratethose, and we've been able to
produce $100 million pluscompany leads for ourselves and
(15:46):
for clients and speed up thatsales cycle dramatically by
building the trust and authorityonline and through the
storytelling that we do to getthe brand promise and the
message of your brand out there.
And if you're suffering withlow quality or inconsistent
leads, that's something we needto dig in and look at.
(16:08):
Uh and uh, we'll take some time.
I am going to uh start, like Isaid, this mastermind program,
so you know, to engage medirectly might be um time
intensive on on my part, itmight get a little bit expensive
on your part, but, uh, but in agroup setting we'll bring these
things in, we'll put them incase studies and basically I'm
(16:30):
going to be doing monthlytrainings and I'm also going to
bring in some of the expertsfrom the podcast to be able to
answer some of these questions.
And there's more to what we'rebuilding out in the ecosystem,
but the agency's running reallywell on its own.
I've hired somebody to takeover mainly the operations, so I
(16:52):
am certainly involved on thestrategy.
I'm still coaching behind thescenes, but I'm not actively
engaged in the business withclients, unless maybe I need to
step in for one one or one onehere and there.
Whatever is needed, Right.
So look, website traffic's goingdown.
If your traffic's going down,is it poor traffic?
(17:15):
Do you have poor engagement?
Is it just traffic going down?
Because, again, we've talkedabout the concept of building
the brand across the platformsand that brand should supersede
any one platform.
Uh, and website traffic goingdown?
Um is scary, but you should belooking at, like, the customer
acquisition costs which aregoing up.
(17:36):
There's more channels, there'smore competition, but, um, if
you're maintaining the samelevel of sales and you have less
traffic.
It's really important tounderstand why that's happening
and how someone's finding youand engaging you for services or
to buy your product, becauseone the algorithms on all the
(18:00):
platforms are constantly beingtweaked and shifted, but you
need to know how that'shappening and get that
visibility, um, get thatvisibility to know what parts of
your marketing are workingRight, and so it is very
difficult to measure the ROI, umand and there's a lot more
(18:23):
competition, um, and and there'sa lot more competition, um and
well, one of the biggest thingsthat I would encourage everyone
to do is get more reviews online.
Everybody doesn't have a lot oftime.
People shortcut that by readingreviews.
Um, reviews are the number onething you can do to drive your
local uh visibility, uh, toincrease uh your conversion rate
(18:48):
, lower your conversion costs.
People need somebody else, andthat's why I brought on I just
did an interview aboutinfluencer marketing, having
somebody else say something goodabout your brand.
You can only say it aboutyourself so many times.
You need to build this mosaiconline, uh, so people can find
(19:09):
out what they're looking for,they can answer their question,
they can engage you uh with aslittle friction as possible, and
then, at any point wherethey're trying to make a
decision, uh, you need toprovide like FAQs, comparisons,
case studies, faqs, comparisons,case studies, testimonials,
reviews, video reviews to helpsomeone get over that line.
(19:32):
And the more you can do toimprove this overall funnel, the
faster your flywheel of saleswill increase.
And so putting all thistogether takes a lot, and that's
why this mastermind program, Ithink, will be helpful for a lot
of small business owners.
And then I do have a advancedCMO mastermind that we're doing
(19:57):
for companies that are targetingoil and gas right now, which a
lot of those concepts areadapted for our small business
mastermind.
But all I can tell you is takeaction, do it now, do it now, do
it now.
You don't want to wait.
(20:19):
A couple months will go by.
Things are moving so fast.
You need to start the processto moving in that direction to
be able to keep up.
It's like a car that's at astanding point or at a slow
point.
You got to get that momentumgoing.
You got to get the new wheelson the car, the new engine in
(20:42):
the car, the cold air intake,whatever it is to make that car
go faster, because your car isgoing to need to go faster
because other people that havedone those enhancements with
their brand, with theirmarketing, are going to pass you
by.
That have done thoseenhancements with their brand,
with their marketing, are goingto pass you by.
And the cost of AI is going toalmost zero.
(21:06):
Ai agents, which is notsomething I've talked about a
lot yet.
I'm going to start talkingabout it more.
I'm going to bring experts onthere.
But that means that thesealgorithms, which I think a lot
of them have been around for awhile, like AIs with agency they
can make decisions is alreadykind of happening in the stock
market.
It flows to money.
It's happened in chatbots.
(21:27):
Chatbots are getting a lot moreagency, but now with even what
chat GBT came out, it's a 200bucks a month.
You can have it.
Find products that that for youand bid and buy those products.
They can do negotiations foryou.
You can give it specific tasks.
(21:48):
So so they have agency.
They can make they have adecision-making process
internally, can make they have adecision-making process
internally.
I think we're going to startseeing people uh from uh
therapists to um, like it'sgoing to be online first, right,
but they're going to put themin Androids soon, but, uh, or
robots, right, but, but.
(22:08):
But counseling, um, advice, uh,you know uh, science, uh,
education, having like the mostthe smart, the combination times
, whatever of all the smartestpeople in the world, at your
fingertips and also can now dothings and take action, and you
(22:30):
can train it to do specifictasks.
You can train it to do specifictasks.
There's going to be people onyour team, whether you're at an
agency or at a company, thatyou'll probably be working
alongside AIs, right, and you'lldefinitely be using AI.
So it's a big focus.
(22:52):
I don't think people understandhow much it's going to impact
you and I think everything thependulum is going back to the
basics and the fundamentals,because if you understand those
things and you can lay thegroundwork.
Ai can help you accelerate whatyou're doing.
It can also recommend for youto completely shift what you're
(23:15):
doing doing.
It can also recommend for youto completely shift what you're
doing, but that's harder forpeople to grasp and that's
harder for implementationpurposes.
What you really want to do isreally solidify your marketing,
your target persona, yourcustomer journey, your marketing
numbers, and then use AI tospeed up that flywheel to
enhance what you're doing, andthat's what our focus is.
(23:39):
That's what I'm doing atMatthewBertramcom, that's what
we're focused on internally atEWR for our clients and the
managed service of marketingprograms that we're developing
for our clients is we'reconstantly improving.
We're constantly adding newservices and and enhanced
(24:00):
services to do things better,and we've seen huge improvements
.
And what I can tell you and I'llend on this is marketing is a
moving target.
It's, if it's not one thing,it's another thing.
There's so many differentchanges.
You've got to stay on top of itand and you want to be an early
adopter.
You want to be an early adopterbecause you're going to get the
(24:23):
most advantage from it If youstart it early.
We started AI early and then westayed at where we're at, and
that's what a lot of companiesdo.
They they start with the besttechnology, they start with what
they know, they build abusiness based on what they know
and then they don't update that, they don't change it.
It's not like a living SOP.
It's like we're doing this thesame way, even if new tools come
(24:45):
out in any industry.
I've seen that, based upon whenthe business was formed, I can
tell you how the businessprobably operates, or most
businesses, and I can even tellyou, with mergers I've seen a
lot of mergers.
They don't get integrated verywell.
Many times there's multipleCRMs floating around.
(25:06):
It's time to update and reallydigitally transform your
business and I would justencourage you, however you're
going to do it.
If you have somebody internallythat you can elevate, to give
the authority internally tobring people together to do it,
I encourage you to do it.
If you know somebody that youtrust, reach out to them.
If you don't know it, learn it.
Listen to some of theinterviews.
(25:27):
There's so much goodinformation out there.
There's so much good stuff.
Find whatever source, whatevermedium you want and spend some
time every week learning it tostay up to date with what's
going on, and I can tell youthat for the people that do that
, they're going to haveunlimited growth tool on the
planet which is the internet andwhich is AI.
(25:48):
This is like the dot com, right?
This is when the internet cameto be.
Ai is the next thing, but yougot to understand how it
(26:09):
incorporates and everything else.
I would just encourage you totake action, Things that you've
been waiting on to do.
Do it.
You want to be as competitiveas possible as we move forward.
I spend all my free timelistening to podcasts, talking
to people, doing trainings,going to conferences, learning
(26:30):
this stuff.
I absolutely love it.
I would love to share it withyou.
Keep listening to the podcast.
Please support us.
Let us know how we're doing.
Comment, shares, likes, reviews.
Reach out to us.
I am going to build, or we'rein the process of building, a
program where I'm going to havesome downloadables and things
like that, Because I don't knowwho a lot of you are.
(26:53):
You've been listening for a lotof years, but until you reach
out the way that these platformsare set up, I don't.
I don't know who you are.
So please, please connect.
Please connect on LinkedIn.
Hey, I like the podcast.
Saying it publicly is great,but connect.
Let me know what kind ofcontent you would see people you
want me to interview.
(27:13):
I'm building out a list ofbringing more people on.
I think we've really brought onsome great people and looking
forward to the future and how wecan help not just small
businesses, but $100 millionbusinesses grow.
Until the next time, my name isMatt Bertram.
This is the Unknown Secrets ofInternet Marketing.
(27:35):
Bye-bye for now.
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