April 2, 2025 • 46 mins
How can a communications plan transform your business outreach?
Join hosts Sid Sexton and Keith Glines on this episode of the Overlap Podcast as they unpack the art of intentional communication. From targeting the right audience to tailoring messages for specific platforms, they reveal how a solid plan can boost engagement and drive results. Whether you’re a small business owner or a leader looking to sharpen your marketing, this episode offers practical insights to help you thrive in today’s digital landscape.
Join hosts Sid Sexton and Keith Glines on this episode of the Overlap Podcast as they unpack the art of intentional communication. From targeting the right audience to tailoring messages for specific platforms, they reveal how a solid plan can boost engagement and drive results. Whether you’re a small business owner or a leader looking to sharpen your marketing, this episode offers practical insights to help you thrive in today’s digital landscape.
What You Will Learn
- Why a communications plan is more than just a marketing budget.
- How to match your message to the right platform and audience.
- Simple tools to streamline your communication strategy.
- The power of blogging for lasting business impact.
Key Topics Discussed
- Platform Demographics: Where do your customers really hang out online?
- Message Tailoring: What works on LinkedIn won’t fly on Facebook—why?
- Aggregators vs. Intentionality: Are you sabotaging your reach without knowing it?
-
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Sid (00:00):
Is
Keith (00:00):
that a terrible idea?
This is
Sid (00:01):
gonna, it's a terrible idea.
Here's where we go.
Okay.
Keith (00:03):
And this is gonna piss off the marketing people
that listen to this podcast.
Sid (00:07):
Oh my goodness.
Well, you already pissed offthe poor people that Yeah.
That shop on, uh, Facebook.
Welcome everyone to another episodeof the Overlap podcast where we dive
into the intersection of work, fitness,family, faith, parenting, and leadership.
(00:28):
Because we believe that growthin one area of your life fuels
growth in all aspects of life.
Um, and that's why we're committed totaking the lessons we've learned from
business, breaking them down into simple,actionable insights and empowering.
Small business leaders, butleaders in general to not just
survive, but so they can thrive.
(00:48):
And we help entrepreneurs not justsucceed, but create meaningful
impacts in their business, families,communities, and all of that in between.
Welcome back, Keith.
Keith (01:00):
It's nice to be back in the studio.
Yeah.
Even though.
Tim's not here.
Sid (01:06):
Yeah.
Keith (01:07):
And we just saw my lack of ability in the studio setting it up.
Sid (01:11):
Yeah.
Keith (01:12):
I mean, I finally got it to work.
Sid (01:13):
It did take a while.
Keith (01:15):
Persistence.
Sid (01:16):
I did get a lot of, uh, little things done in your, uh, in your absence.
So that was good.
So Tim, we do miss you.
We do, we do.
Not sure we can perform at a high levelwithout you at this point in our career.
Keith (01:32):
Oh, don't give him the big head.
We'll, we'll figure it out.
We, that's what we've been doing.
And so could you imagine
Sid (01:38):
Joe Rogan having a podcast without Jamie?
Keith (01:40):
No.
Sid (01:41):
No.
Absolutely not.
No.
It can't happen.
Keith (01:43):
I mean, the fact that you're comparing us to Joe Rogan.
Well, I mean, why wouldn't we?
You know, I'm probablystronger than he is there.
You stronger?
Yeah.
Probably not.
I mean, all he does iswork out with Kettlebells.
Sid (01:57):
Oh yeah.
Yeah.
Well,
Keith (01:59):
you know, I don't know.
Uh, I'll definitely beat him in Juujitsu.
Sid (02:03):
That's not gonna happen.
That's not, he's his, I thinkhe's had his black belt since
like 2006, or he has, there's a
Keith (02:09):
video of him receiving
Sid (02:11):
his black belt.
I have watched it moretimes than I care to admit.
I think it
Keith (02:14):
may be the best.
It is black belt speech I've ever heard.
Well, you haven't heard mine yet.
Well, I'm planning, I'm still, I'malready, I've had chat DPT right now.
I've been writing mine out
Sid (02:26):
for
Keith (02:26):
years.
Well, basically what I went to AI andsaid is, would you write my black belt
reception speech in the tone of Joe Rogan?
Sid (02:34):
Oh, yeah.
Uh, that's a good one.
I'm probably gonna write mine inthe tone of, uh, of Donald Trump.
Keith (02:41):
That would be good.
Sid (02:42):
I am the best.
Keith (02:44):
Yeah.
Sid (02:44):
Everybody's saying it.
Keith (02:47):
Yes
Sid (02:47):
they do.
You all know it.
That's what they say also when you go
Keith (02:50):
to class.
Yeah.
Yeah.
They, everybody that comes outof the class because S was there.
Sid (02:55):
Yeah, he was
Keith (02:55):
there.
He's the best.
Everybody knows it.
He's the best.
I think I've lost every serious matchI've had since I've gotten my brown belt.
Really?
Yeah.
I feel like
Sid (03:09):
I've gotten better.
But I'm going to the morning class.
Yeah, it's not, it's notquite that lunchtime death
trap of a competition class.
Keith (03:19):
You know how we can get knee bard now, right?
Oh,
Sid (03:21):
I know.
Yeah.
Yeah.
Joe
Keith (03:22):
Hebard me.
Did he?
Josh Johnson seven 17 times.
Oh, that's tough.
I mean, not really 17, but like it feltenough and you know how quick it sets.
Oh yeah.
Like on 50-year-old needs,that's probably not,
Sid (03:34):
mm-hmm.
Keith (03:36):
Not good.
Sid (03:37):
No, I'm glad they've been, they've been, uh, gentle with
my shoulder, so that's nice.
Yeah.
They're like, which shoulder is it?
Both.
Yeah.
Uh, yeah.
So Black Belts Joe Rogan.
Okay.
Yeah.
What's
Keith (03:54):
been going on with you?
Uh.
Sid (03:59):
So me personally, just getting through quarter one, spring
has sprung and lots of changes.
Implementing the plan, uh, and,and trying to execute the plan.
That's, that's really the deal.
Lots of moving parts in this time of year.
Um, new team members in, uh.
(04:22):
You know, lots of training has to be done.
Um, you know, things like that.
Lots of stuff.
So that's on the work side.
Uh, sure.
I'll be real honest with you.
Yeah.
You know
Keith (04:33):
how I kind of walk through the office every once in a while.
Every once in a while.
Yeah.
Just check the temperature.
Yeah.
You know, I just like to seewhat's going on at Sexton.
Sid (04:41):
Yeah.
Well, we all appreciate that.
Thank you.
And,
Keith (04:43):
um, like good snacks in the back.
Sid (04:47):
Yeah.
Keith (04:47):
Again.
Yeah.
It's back like, well, I'll say it, it was.
Like not very good for a while.
Well, you know, we had oureye off the ball, you know?
Yeah.
Uh, I like we were focused
Sid (04:57):
on other things.
Keith (04:58):
The, the hydration packets are nice.
Oh, and, and they're back.
I still, and probably the reason youdidn't have a lot is I took one a day.
Sid (05:06):
Yeah.
Probably three a day.
Keith (05:07):
Yes.
Sid (05:08):
Yeah.
Keith (05:09):
And just walking through has felt good lately.
Sid (05:12):
I know where we can cut some expenses now.
Thank you for bringing that out.
We're gonna hand the hydrationpackage directly to the crew members.
No, I'm gonna need you tokeep these in your truck.
I'm
Keith (05:21):
gonna need you to leave it back there at the ice maker
in which I go to every day.
Ah,
Sid (05:26):
is that why it's leaning now?
It makes that noise.
It's
Keith (05:29):
leaning.
Sid (05:30):
Yeah, it's, you got like a lean to it somehow.
I noticed it.
Well, I thought it, Inoticed it yesterday.
Keith (05:36):
I was gonna mention I did a little work on
Sid (05:38):
it.
Yeah.
Keith (05:38):
Did you?
Sid (05:39):
Yeah.
I thought it needed
Keith (05:40):
to drain
Sid (05:40):
better.
It looks like you, youdid a little work on it.
Yeah.
Keith (05:45):
But it felt like.
You know, felt positive.
Sid (05:50):
Oh, the vibe.
Yeah.
Yeah, the vibe is good.
The vibe is good right now.
Keith (05:55):
Yeah, it is.
Sid (05:56):
Well, I mean, look at the temperatures.
Yeah.
It's nice to be working outside right now.
Yeah.
You know?
Right.
So that's good.
Um, and.
You know, and pe you know, when,when you start a new semester in
school, everyone's got an a Yeah.
Know right now.
That's true.
It's quarter one.
Everyone's, everyone's kind of on trackwith their, uh, with their rocks and
(06:19):
their to-dos and all of that stuff.
Keith (06:22):
Yeah.
Sid (06:22):
Mm. Well, and it probably go, the real tests will be
in the next couple of weeks.
Keith (06:26):
You know, it probably feels good also because.
You know, back to the ice maker inthe summer, it's never any ice in
it because they're using it all.
Oh, yeah.
All the time.
Sid (06:36):
You think pe you think the ice level, it ha the ice level directly
correlates with the, with the good vibes.
The
Keith (06:42):
ice level definitely directly correlates to my good vibes.
Oh, okay.
I like a little ice in my water bottle.
You do, you do.
I do.
I, and I like to, do you have ice at
Sid (06:52):
your house before you come to the gym?
Yeah, but I have.
Use that
Keith (06:57):
by then and Oh, I eat the
Sid (06:59):
ice in that big thermal, like, you know, water container.
The ice.
Yeah.
It's not, I, I, I scaled down.
Oh yeah, that's right.
You used to have the big one.
Yeah, I kind of scaled down,but I love this water bottle.
Oh, okay.
They should probably bea sponsor of the podcast.
They should.
We won't mention them until they do that.
(07:19):
Correct.
But like everyone else, wegive free advertisement to,
we'll let you know who you are.
Our breadth and reach in this podcastis so vast that people really should
pay us handsomely for mentioningjust, just mentioning their products.
Keith (07:35):
Yeah.
I have a new Yeti Cup.
I gave you one.
You did.
They're
Sid (07:38):
fantastic.
Keith (07:39):
They're great for coffee, wine, bourbon.
I. Oh, are you telling me
Sid (07:42):
right now that Yeti's a new sponsor?
Keith (07:44):
No,
Sid (07:45):
I didn't, but
Keith (07:45):
Oh damn Dadgummit.
That would've been good.
I'll
Sid (07:49):
send this to them.
They'll pay, yeah, probably, you know.
Hey, I noticed they area sponsor of CrossFit.
'cause when you saw the, uh, the, the openforms, it was, it had Yeti's logo on it.
Really?
Yeah.
I thought that was an odd partnership.
Yeti.
Cross it.
Wow.
Keith (08:07):
Well, think about it when the, when they go, like ice their arms at the
end of the, it's always a Yeti cooler.
Is it where they're putting their arms in?
'cause they're all Yeah.
Froze up or whatever.
Sid (08:19):
Okay.
Probably lots of inflammation there.
Keith (08:22):
Yeah.
Sid (08:25):
Well, thought it was an interesting, uh, interesting, uh, partnership.
But I guess what, uh,what have you been up to?
Keith (08:36):
Oh man.
All kind of stuff.
Um,
we just launched the audio
Sid (08:44):
book, new new author.
I feel like I could be anaudio book voiceover guy.
I'm probably gonna go into
Keith (08:53):
that.
I did, you know, I do.
I am announcing, uh, later thisyear, I, I'm getting into like.
I bought a series of westerns.
Okay.
One of the things that I've done in thepast, and so I'm kind of going back to it,
this is something I'm going back to is,um, out of date and out of print books,
(09:17):
digitizing them that are not digital Okay.
And just bringing themto the digital market.
And so I bought a series from afamily that had, uh, their father
had written books in the 1980s, um,very, very good Westerns westerns.
And so I'm launching a15 series book series.
Sid (09:39):
Yeah.
Coupling that on the back of, you know,Yellowstone and yeah, 1883 and 19 19 23.
Definitely.
And so
Keith (09:47):
be
Sid (09:47):
watching
Keith (09:48):
for that.
Sid (09:48):
Oh,
Keith (09:48):
okay.
Late 2026.
Was it Taylor Sheridan's family?
I meant 2025.
Okay.
We'll probably start launching thebooks, but we're gonna launch about one
every other month until they run out.
Okay.
Yeah.
In 30.
30 months.
Yeah.
Yeah.
30 months.
Yeah.
You are so.
(10:10):
And this is why we have a podcast.
No,
Sid (10:13):
I don't really know.
Oh, we have a podcast because Covid hit.
Yes, we did.
We were bored.
Yeah.
What are we gonna talk about?
Yeah.
Hey, speaking of, what are we,what are we gonna talk about today?
Keith has a, uh, Keith came in,fired up this morning with an
idea, and, uh, I think this kind ofties in with what he's been doing,
although he didn't segue into it.
I will.
(10:34):
Um.
Can tell.
Tell us, tell us what you've what,what other things you've been
up to you've been pontificatingabout with Hatch specifically?
Well,
Keith (10:44):
well, you know, so when you take over or start anything, you go
into it kind of blind most of the time.
Especially like when you start a business.
And I think that.
So many times I've gone intothings not having a clear, defined
(11:08):
message that I need to be sending.
Sid (11:12):
Okay.
Keith (11:13):
And in the age that we're in and have been in, I think there's
some misconceptions about socialmedia and about content and about
the things that we've, and you know,I've been in this space for 20 years.
But I don't know that I ever thoughtabout as much as I'm thinking right
(11:37):
now about clearly communicatinga message in which mechanism to
use it to use as I communicate it.
Okay?
And so I wanna talk about todaycreating a communication plan,
mark and around marketing and.
(12:02):
Coming up with clear, concise plans forwhat you're gonna say, how you're gonna
say it, and where you're gonna say it.
Okay.
It's something I've not thoughtabout, like as a, as a, as a plan.
We put financial plans together,we put product plans together.
(12:26):
We put, but.
Marketing is this thing where we, we havea marketing plan, but do we really dial
in where we say it and how we say it?
Do we dial in the message thatwe're putting out on X versus the
message that we're putting out on?
I. Facebook.
Sid (12:45):
So therein lies like maybe the difference.
I think some people are listeningand some people might say, look, in
marketing, I never thought about aplan, but I think other folks have
been like, oh yeah, marketing plan.
Yeah, we do it every year.
This is how much we're gonna allocate.
This is where it's gonna go to.
This is roughly what wethink the reach is gonna be.
These are the number of leads wethink we can generate from that and
(13:07):
those leads we're gonna generate.
Uh, this is what we think wecan sell off of those leads.
And that's.
Kind of how we come up with what is our,what's our revenue going to be, you know,
Keith (13:20):
so and so Do you think about what you're talking to if you have commercial,
commercial and residential products?
Yeah.
Do you, do you
Sid (13:30):
differentiate?
Do you separate?
And, and that's, and so that's whereI was gonna say, that's where the
difference, when you're talking abouta communication plan or whatever, it,
it, the difference from, you know,just a traditional marketing plan.
I think you're saying on the surfacea marketing plan, but subsurface
you're going, but it's more than that.
It's, what are you gonna say forindividual platforms Correct.
(13:54):
So that they.
They, they, they reach thataudience that's on that platform
and individual correctly
Keith (14:00):
and individual client groups.
Yeah.
Yeah, yeah, yeah.
So if you have residential clientsand you have commercial clients,
are you differentiating that inthe platform in which you're using?
Sid (14:09):
Okay,
Keith (14:10):
tell
Sid (14:11):
me about that.
So, so let's, let's double click on that.
What, um, if you've got residentialclients, where are you finding them
and how are you speaking to them?
Keith (14:20):
Um, depending upon your product cost.
So your product costs, I mean,so general demographic says this,
if you have a product under, say,
a thousand dollars and you have a clientin the demographic of 30 to 40 years old,
(14:44):
you are not gonna go to Facebook for that.
Okay?
30 to 40 year olds aren't on Facebook.
40 to 60 year olds are
Sid (14:53):
okay
Keith (14:55):
at a certain demographic who can buy a thousand dollars product.
Mm-hmm.
Typically someone thathas a little money, right?
Mm-hmm.
So, but if you want to hit a 40-year-old
lower income demographic.
If they're on
Sid (15:13):
Facebook.
Oh, great.
Now all way to stir the pot.
Get, yeah, maybe so.
But that's send all of your emailsabout how you love Facebook and
you buy stuff off of Facebook andyou're not poor to, uh, Keith lines
at, at whatever hatch or something.
Keith (15:31):
If you're under 40 right now, send me a message that love Facebook.
Sid (15:37):
Oh, okay.
Keith would love to, to get, uh,countervailing, uh, information to undo
his confirmational bias on this opinion.
His, this thesis he has, uh, I'll
Keith (15:49):
prove a point.
Sid (15:50):
Yeah.
Yeah, I, I'm just saying I'll prove
Keith (15:53):
a point right now.
I'm just saying
Sid (15:54):
you offended the people, so.
Oh, really?
Don't ask me.
I got kicked off of Facebook.
Keith (16:00):
You don't even have a
Sid (16:00):
Facebook account.
I don't even have one.
That's
Keith (16:02):
because someone,
Sid (16:03):
no, someone hacked into it.
Keith (16:04):
That's 'cause you're probably trying to sell sketchy products.
I wouldn't, and
Sid (16:08):
to be fair, I was never on Facebook.
Yeah,
Keith (16:09):
you never were.
You only had it for your business account.
Sid (16:13):
Uh, I think I had it when Facebook was early on, and then I was off
social media, and then I only goton Instagram when kids were on it.
And that was like 10 years ago.
Yeah.
And then I was like, oh, thisis a, this is a better platform.
I, I don't have to listen to,what was it back in the day?
How Trump was gonna ruin the world.
And, uh, the latest, uh, youknow, oatmeal cream cookie thing.
(16:38):
Recipe, yeah.
Yeah.
I was like.
So Instagram seemed to be way cooler.
Keith (16:43):
I do not mind Oak oatmeal cookies though.
Oh
Sid (16:45):
man.
Me neither.
But I wasn't gonna make 'em.
Right.
And all they did was make me hungry.
Uh, so Instagram seemed better, but it's
Keith (16:50):
turned into
Sid (16:52):
that.
Now you have LinkedIn,
Keith (16:54):
don't you?
I have LinkedIn.
I see your cool AIgenerated headshot on there.
Yeah.
Sid (16:58):
Yeah.
Well, when you look like me, youhave to have some, some, some,
uh, some AI generated help.
Keith (17:04):
Yeah.
Sid (17:04):
Yeah.
Keith (17:05):
I didn't have any, uh, I didn't have any pictures with me with a suit on.
Sid (17:10):
Yeah.
Keith (17:11):
So I had just had a yacht do it.
Oh.
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(17:33):
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(17:54):
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Sid (17:59):
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to the next level, listen up.
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(18:20):
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homepage to learn more.
Back to the platforms.
Um, what you're saying is, is thatdemographics, you know, uh, uh,
(18:46):
what I'm saying is they migrate
Keith (18:48):
to certain, they, they flock to certain platforms.
What I'm saying is, is Walmart andTarget have different messaging.
Sid (18:54):
They
Keith (18:55):
do because why?
They have different demographics.
Sid (18:59):
Do they have different messaging for different, um, different platforms?
You're,
Keith (19:03):
uh, they definitely do.
Sid (19:05):
Okay.
Keith (19:05):
So yeah, if Look platform on, you mean if you look at their marketing?
Sid (19:08):
Yeah.
Keith (19:09):
If you look at their marketing, they have different messaging per state.
Yeah.
Sid (19:14):
Yeah.
Keith (19:15):
Okay.
If you look at the ads, justtalk about ad spend here.
Okay.
If you look at, at Walmart's ad spend,I know the guy who does it, they have.
In some states they have differentmessaging per region of the state.
Okay.
I can see that for, forthe very same products.
(19:36):
Yeah.
And so what I, and, and I don'tthink you need to get that specific
in your marketing plan, smallbusiness owner, but I do think
you need to respect the platform.
Are you using Walmart or are youusing Target versus Facebook?
Is is Walmart.
(19:59):
X. X is target.
X's Target,
Sid (20:02):
okay.
Keith (20:03):
Yeah, think about that.
Or Instagram rolls over there too.
Okay, so you've got a little higherhot, younger, younger demographic.
It Instagram is kind of growing thoughbecause it's blurring the lines between
Facebook and Instagram right now.
But if you look at, if you look at thedemographic between X and you know,
(20:28):
that's probably changed now that Elonhas it, and all of this right wing
stuff is, is like permeating on it.
Uh, you know, you hear a lot of peopleto say, I am getting off X or whatever
from, you know, that are on the left.
But if you just look at itat simple, simple numbers.
(20:49):
The platforms, the, theplatforms are different.
So that means that the messagesthat you put on them need to be
directed at those demographics.
Sid (20:57):
Okay.
So that, yeah.
Keith (20:59):
Yeah.
So that's what I'm saying.
Having what you're there,having communication plan
Sid (21:02):
saying there.
What about, what about if you, sothat's for residential, we kind of
talked about that, that, um, you know,pick who, number one, probably pick
who you know, who is your audience,who are you selling to, right.
You know, and then two, craft a message.
On the appropriate platform.
So let me ask this question 'causeI was, I was thinking about this.
(21:26):
Number two part, craft your messageto go on the appropriate platform.
So if you're saying, I'm selling, let'ssay I'm selling a low ticket item, $200
or less, uh, and I'm going, so that byyour thesis there, you're saying I need
to go to, um, Facebook, and then who doI, how, how is that message different than
(21:49):
some message I might put anywhere else?
Keith (21:52):
That message is gonna be crafted for that.
For, for that demographic.
And so if you're sellingsay, okay, typical, typical
pu, let me use publishing.
Sid (22:04):
Okay.
Keith (22:07):
If I want to sell a book, and that book is directed at,
say it has a love story, okay?
I am going to look for.
30 to 40-year-old women.
Mm-hmm.
(22:27):
That means that they havekids that are beyond infancy.
Okay.
That means they're gonnatypically be stay at home moms
that are, have the time to read a book.
Sid (22:47):
So you're gonna find a place where, where they're, where they're
hanging out on social media?
Keith (22:51):
Correct.
Sid (22:52):
Okay.
Keith (22:53):
Which is Facebook.
Sid (22:54):
Yeah.
Is it by
Keith (22:55):
the way?
Sid (22:55):
Oh, okay.
Yeah.
Stay at home moms on Facebook.
Got it.
Keith (22:58):
Because the typical demographic that reads
Sid (23:00):
and then you're gonna craft a message, how does that message
sound different than somethingthat might be on Instagram?
Keith (23:06):
That message is gonna be, uh, typically longer.
Okay.
And it's gonna be in storyform that intrigue them.
Like, Instagram's gonna be
Sid (23:15):
like the, uh, StoryBrand kind of story form, or are we
saying something different?
Yeah, or
Keith (23:19):
like you take, if it's a book, you're gonna take part of that story
and you're gonna place it there.
Oh.
To intrigue them to get to click.
Oh.
And then you're going to, and thenyou're going to, on Instagram, you're
gonna give short snippets or quoteswith a pic, with an image, right?
Mm-hmm.
So, so you're going torespect the platform.
Okay.
(23:39):
And what I found, and this is what got me.
Is we were pushing messagingout and we were not taking into
consideration who was reading it.
This is Hatch?
Yes.
Okay.
And so the scientific communitywas getting the very same
thing as the founders were.
(24:00):
Have you ever met scientists?
Yeah.
They don't give a, we, we
Sid (24:03):
both know one.
Keith (24:04):
Yeah.
They don't give a crap aboutwhat founders think about,
Sid (24:07):
do they not?
No.
Yeah.
You're probably right that the, thescientists we know is that they don't
really care about what we think either.
Keith (24:14):
Correct,
Sid (24:15):
yes.
Unlike you audience, weappreciate your, um, yeah.
Keith (24:21):
So the scientific community was getting the same messaging.
Do you think they were, do youthink they were engaging with it?
No.
The moment I started putting scientific.
Messaging for the scientific community.
Mm-hmm.
They began engaging.
Sid (24:37):
Oh, so how about this for scientific terminology?
So you had to bifurcateyour communication.
One, two, the scientific community, communcommunity, and then one to the founder
C and then one to the founder community.
Yes.
Yeah.
If I came, if I said that more cleanly,it would've sounded way smarter.
Yeah, it would've
Keith (24:54):
sounded way smarter.
But you made there, there's
Sid (24:56):
a dichotomy in the
Keith (24:57):
communication, but, but you made our point.
I did in the fact that you or Iprobably should not be communicating
to the scientific community.
Sid (25:04):
Yeah.
No.
Yeah, absolutely not.
So do they do juujitsu?
No.
Not my people.
Nevermind.
Mm-hmm.
Yeah.
Okay.
Okay.
What if I have, what if Ihave commercial clients?
What, what if I, where,where do I find them?
Like, uh,
Keith (25:23):
business.
I'm gonna give an ad or professionals.
I'm, I'm gonna give, I'm gonna givean ad here for LinkedIn advertising.
Oh my gosh, it is one of themost, are they gonna, are they
Sid (25:31):
sponsoring
Keith (25:31):
our markets?
No, but they're going to, uh, it isone of the most effective platform.
How are we gonna,
Sid (25:37):
Tim?
If we don't up our, uh, our marketing,uh, our, our, you know, our income
stream, how do we not do that?
Keith (25:47):
Well, we're gonna replace, we wouldn't do it on LinkedIn.
Oh, okay.
Tim, Tim, sorry.
Back, back, back.
Tim, you were giving Tim.
Tim's type is not on LinkedIn.
Sid (25:56):
Oh, okay.
Keith (25:57):
Tim don't care about LinkedIn.
Sid (25:58):
Gotcha.
I know, but we need their revenue.
Keith (26:01):
Yeah.
Sid (26:01):
Okay.
We
Keith (26:02):
do.
Um, so if I, if, if I wanted to, soif you came to me with your company
and said, Hey, I want to pinpointwho buys at commercial Landscaping.
Mm-hmm.
Who.
Sid (26:18):
Oh.
Um, those are CEOs or, uh, facilitiesdirectors or chief operating officers
or, you know, some sort of regional
Keith (26:28):
managers.
So if you wanted to, uh, attract afacilities manager from a hospital
Sid (26:33):
mm-hmm.
Keith (26:34):
LinkedIn's place, yeah.
Sid (26:36):
Okay.
Keith (26:36):
They're not on Facebook, not they, they may be if they're granddads.
Okay.
Um.
If not, no, they're probably not there.
And they probably don't engage there.
Even if they are on Facebook, theywouldn't look at your ad there.
Hmm.
But they would on LinkedIn, if it said,Hey, facilities manager, Hey, CEO.
(26:59):
Mm-hmm.
Are you looking for a newlandscape company to beautify your.
Facility.
Yeah.
Yeah, yeah.
They would look for that
Sid (27:10):
on on LinkedIn.
Yeah.
And how would my messaging bedifferent than if it was Facebook?
On Facebook?
Yeah.
Keith (27:16):
Um, it would talk very, very technical.
Okay.
That in words they would understand there.
Hmm.
Okay.
You know, um, yeah.
Have you ever, do you thinkyou would ever use a return on
investment or ROI on Facebook?
No.
Perhaps not, you would probablyuse that term on LinkedIn.
Sid (27:39):
What if, um, what if I have the same messaging for each marketing piece and
I'm just pushing it through an aggregator?
Is that, is that a terrible idea?
Idea?
This is gonna, it's a terrible idea.
Here's where we go.
Okay.
Yeah.
Is this a rabbit hole?
And
Keith (27:55):
this is going to, and this is gonna piss off the marketing
people that listen to this podcast.
Sid (28:00):
Oh my goodness.
Well, you already pissed offthe poor people that Yeah.
That shop on, uh, Facebook.
So, oh, I
Keith (28:06):
got calls.
I got calls the other dayfrom marketing people.
Oh yeah.
Um, actually our, our marketing people.
Oh, okay.
Um, and I know y'all are listening now.
I didn't know we have, I
Sid (28:15):
didn't know we had marketing people.
Keith (28:17):
We do content fresh.
Sid (28:18):
Oh, okay.
Keith (28:19):
Yeah.
That's putting out our social media.
Sid (28:22):
Okay.
Um, and I did notice it lookgood and it was consistent, so
I knew couldn't have been you.
It
Keith (28:26):
been, it has been consistent but not varied per platform,
which we're about to start to do.
My God, here we go.
So, so, ugh.
Aggregators have a problem of tagging.
Sid (28:40):
Okay.
Keith (28:41):
And if you're building, what is, so what is the point of social media
Sid (28:47):
that, that sounds like a rhetorical question.
You tell me To
Keith (28:50):
build community.
Right.
Sid (28:51):
Okay.
Keith (28:52):
Okay.
So we're building community.
Sid (28:55):
Mm-hmm.
I thought it was to death.
Scroll in any I wasted time.
It, well, Twitter
Keith (29:01):
right now from RX right now, I can't keep from calling.
I like Twitter so much better.
Sid (29:06):
Yeah.
Twitter's a better name
Keith (29:07):
all the way around.
Yeah, but you know what Elon says?
He said when you put a videoon there, you're not tweeting.
Good point.
And so that's, that's makes sense.
Okay.
Um,
so.
It's to build community, right?
Mm. Mm-hmm.
So if our job in marketing when we'reusing social platforms is to build
(29:33):
our own little, you know, dynastycommunities, then why are we not calling
people out in the middle of the post?
And aggregators are veryhard to do that with.
Sid (29:48):
And you're saying tagging people, correct?
Right.
Keith (29:51):
Like if you're working for the city of
Sid (29:53):
Fairhope or whatever.
Correct.
Yeah.
And then tagging them and they can pickit up and then they can share it and or
be a part of your community or whatever.
Right.
You're giving them love.
Correct.
Okay.
Keith (30:04):
Yeah.
And, and so it's kind of likebeing mentioned in real life.
Sid (30:10):
Yeah.
Kinda
Keith (30:11):
makes you feel good.
Sid (30:12):
Public recognition.
I like public recognition.
Okay.
I like it.
And so aggregators don't doa good, you can't, you can't
really tag people that way.
It's very
Keith (30:19):
hard in an aggregator.
Gotcha.
Um, and so if your general messagingis, um, if you're working with
commercial clients and you can listthose clients, it'd be good to do so.
Okay.
But, because guess whatyou get when you do that?
What do you get their audience too?
Oh, okay.
If they share it or
Sid (30:40):
if they don't share
Keith (30:40):
it.
If they share it.
Okay.
And typically they're going to share itbecause you're creating them free content.
And so anytime someone shares somethinggood about me, I reshare it because not,
and not because it makes me feel good,but if it's a well-written piece, it
creates me content also when I reshare it.
Sid (31:00):
So is that like when, um.
Me, you and Scott were doingthe group pull up yesterday.
Yes.
And RX Sport fit?
Uh, yes.
Tagged us.
Yep.
Oh, and you reshared it?
I did.
Okay.
Keith (31:14):
Yeah.
Sid (31:14):
Yeah.
I felt it looked like I wasdoing most of the pulling.
I basically pulled us all three up.
Keith (31:19):
You really?
Sid (31:20):
No.
Yeah, you did.
My, my shoulder is back.
I'm back.
I'm so
Keith (31:25):
back.
I heard you say that.
Yeah.
And then I watched I'm,you do that workout.
Sid (31:30):
It perfect
Keith (31:32):
as you were grabbing the bucket to puke.
Sid (31:34):
Oh yeah, that was Monday.
Yeah.
That one tough.
That was tough.
Cardio's not back.
No shoulder.
My cardio is awful.
Oh God.
Me too.
I feel like I've been
Keith (31:42):
eating cheesecakes every day.
Was dying yesterday.
But, um, but yeah, so just my wholepoint in this communication plan is
just think who you're talking to.
Okay.
We don't, we don't think about whowe're talking to and the audience
in which we're speaking to.
When we put stuff out on and it,it's beginning to drive me nuts.
(32:04):
Oh, gotcha.
And I realized I wasn't doing as I,as I looked this week, and let me
tell you what, queued me in on it.
Okay.
Someone else took our content and sharedit to the right people in their post.
I have more followers, I have moreinteraction I have in their post.
(32:25):
Tripled the effect of mine and itwas pretty much the same, same post.
Okay.
Interesting.
And, and I looked and I was like, well,you know what, they did this right.
They spoke to their audience.
Sid (32:38):
And they, and they got greater engagement.
Keith (32:40):
Much greater engagement.
Gotcha.
And so gone is the days that I thinka hundred posts get you anything.
I think one well-written postbeats a hundred every time.
Sid (32:50):
Yeah.
You were saying that, and I'm glad yousort of mentioned it, the days of Gary
V of just post a hundred times a week.
Yeah.
And just beat 'em down with Yeah.
Keith (32:58):
Because the algorithms figured it out.
Sid (33:00):
Yeah.
The
Keith (33:01):
algorithms figured out that you're just posting a lot,
but not, not very good stuff.
Sid (33:05):
Yeah.
Sort of like the early days of SEO,when you would just, uh, you would just
cram the words in for word for word.
Uh oh, I loved that.
Yeah.
That was so easy.
You could, you could, couldreally game that whole thing.
Oh.
Keith (33:17):
Especially in the back end of a website.
Yeah.
You could absolutely put in the code, thestuff that you wanted it to show up for.
Yeah.
Sid (33:24):
Now they've got it figured out.
Now they've got it figured out.
It's, it's, yeah.
Keith (33:28):
Um, it's crawling your space and Yeah.
So you
Sid (33:31):
can't,
Keith (33:32):
yeah.
So I think we've talked about this before
and I'm getting to ramp up right now.
Uh, hatches blog or journal,if you wanna call it.
I think it's the most powerfultool a company can use when.
And to integrate intheir communication plan.
Sid (33:54):
Okay,
Keith (33:55):
lemme tell you why.
Because you can create one piece ofcontent, the blog or the journal,
Sid (34:04):
okay?
Keith (34:05):
And it feeds all of your social platforms.
It feeds your website and it givesyou a lasting piece of content on the.
Topic in which you want to promote,
and then it gives you piecesfor your newsletter that
(34:27):
we've not talked about yet.
Okay.
And so the purpose ofsocial media is this.
Create community.
Right?
Community.
I got it.
I remembered that one.
And to bring peopleback to your home base.
Okay.
Website, which be their informationwebsite side in your, so you can
capture the information and on it.
Because we've seen over the last 10years, social media platforms change
(34:51):
algorithms and the ways that youcommunicate can communicate on their
platforms over and over and over again.
But if I can capture one person andmove them to my home base, which
is my business, which is now inthe digital world, your website.
Sid (35:05):
Mm-hmm.
Keith (35:06):
Then I own it, then.
Sid (35:08):
Okay.
Until they unsubscribe.
But go ahead.
Until they
Keith (35:11):
unsubscribe.
Sid (35:12):
But so, and that's your
Keith (35:13):
job.
That's your job to create contentthat keeps them from unsubscribe.
Sid (35:17):
Yeah.
Keith (35:17):
I was gonna say, and then if they unsubscribe from there,
you can say, oh, we did a pisspoor job at communicating to them.
Yeah.
Sid (35:23):
You've got some measurable,
Keith (35:25):
uh, feedback.
And so what I would say is that ajournal on your website or a blog
as they used to be called, is themost powerful tool you have SEO wise
pro programmatically.
Hmm.
Being able to communicate a message.
(35:46):
Mm-hmm.
It is, it is a powerful tool.
If you don't have a blog,you should have one.
Sid (35:52):
Okay.
Does Hatch have a blog or you start?
We do.
Okay.
We do have a blog.
What do you what?
What's the frequency?
One should upload newcontent in your blog.
Let's
Keith (36:03):
not be too hard on yourselves.
Do one every other week.
Sid (36:07):
One every other week.
Yep.
Oh, man.
Yeah.
I'd produce a so 26 blog posts a year.
26 blog posts a year.
What a, what an order.
But what if I'm just trying to runmy business and I don't have time for
all that, then pay somebody to do it.
Okay.
All right.
How many posts on socialmedia if I'm trying to just
reach the residential client?
Keith (36:31):
One a day.
Sid (36:32):
One a day.
But good content.
Good
Keith (36:35):
content.
And the blog that you write once aweek, Uhhuh can drive all of those
Sid (36:39):
posts.
Okay.
But in the one a day, so that's five,uh, a week or is that seven, five a week.
Five a week, yeah.
Okay.
And then what, uh.
If I'm not using an aggregator to, toschedule those and push 'em out, what?
What do you suggest I do?
Keith (36:55):
You're getting penalized anyway if you use an aggregator, by the way.
Tell me more about that.
The individual platforms have createdschedulers inside the platform now.
Mm-hmm.
Every one of them, they wantyou to use their scheduler.
Gotcha.
The only one that I think that, and,and here we go mention another company.
(37:15):
Um, the only one that I think that canusurp the aggregation penalty is HubSpot.
Sid (37:20):
Oh, man.
So
Keith (37:21):
only because they, are they
Sid (37:23):
gonna be a new sponsor?
Yeah.
They need to be, God, wesound like we're destitute.
We are not actually.
It's just, it's become a funny thing.
Yeah.
Carry, carry on HubSpot.
Yeah.
Keith (37:33):
Uh, HubSpot.
I think HubSpot right now is.
The cat's pajamas, the way thatthey allow you to, and this is gonna
sound like creepy, the way they allowyou to like stalk your visitors Oh.
From your social to your web,to your newsletter emails.
(37:54):
It's pretty amazing.
Open rates.
Yeah.
Like I was on a, uh, call with HubSpot acouple weeks ago and they did this little.
Test.
Mm-hmm.
And they could see literallyeverything I was doing.
Hmm.
Nice.
They saw me get on their website.
Mm-hmm.
They saw me move to their newsletter.
They saw me move to their socials.
(38:17):
Ah.
And they showed me that.
So, um, I think when you're lookingat a system like that, that those
are, are super valuable, but.
You have to be at a certainlevel to be, I was gonna say,
Sid (38:31):
HubSpot isn't for,
Keith (38:32):
it is not for the meek.
Sid (38:33):
Yeah.
And it's, and yeah, not,it's not for someone
Keith (38:36):
that doesn't see value.
It's not for someone.
Someone just starting out to No, no.
So if you are just starting out,take the extra 10 minutes to roll
over to x, schedule your post.
Okay.
To roll over to
Sid (38:49):
LinkedIn.
Schedule your post and have thosedifferent communication styles and
Keith (38:54):
hey, let me give you a little secret.
Sid (38:56):
Okay.
Keith (38:56):
Take your Facebook message,
Sid (38:58):
Uhhuh,
Keith (38:59):
that you've written, roll into chat GPT and say, frame this for LinkedIn.
Oh, okay.
Sid (39:10):
And it will rewrite it for LinkedIn in a more professional tone.
Keith (39:14):
Yeah.
Sid (39:14):
Okay.
Yeah.
Keith (39:16):
Hey, there's a new product I'm actually working on
that's gonna help you with that.
Called I'll be able to li it is, I'llbe able to, I'll be able to breathe out.
Um, I'll be able to share thatwith you in a couple months.
All right, so ai.
Ai, yeah.
So use ai, okay?
Don't try to recreate the wheel.
AI knows better than you.
Sid (39:36):
Mm. My wife thinks differently.
Keith (39:40):
I know she's scared of
Sid (39:41):
it.
Nah, she just thinks it's uh, it'sgonna dumb down society where it doesn't
know how to write or think for itself.
I don't know.
Keith (39:50):
Time will tell.
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That's Johnny Barranco andhis team at Barranco and
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(40:44):
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future, Johnny and his team at BarrancoAssociates are the ones to call.
(41:05):
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So the communication plan, if you hadto summarize it, what would you say?
What, what does the audience, whatdoes our audience need to know now
that we've chatted about these things?
Keith (41:27):
Just to summarize that out.
Tell we, we tell you on this podcastto have a plan for everything else,
product plans, financial plans,whatever you should think about
the way that you communicate.
Be intentional.
Be intentional about the way that you,I mean, if, if numbers are the language
of business, then the words that yousay matter to get the numbers, and so
(41:51):
maybe you should think about the way thatyou're showing the world your products.
Gotcha.
Maybe you should think aboutthe way that you're showing the
world, like what you do for them.
Mm-hmm.
Mm-hmm.
Sid (42:06):
Okay.
Okay.
And, uh, and that, that oughtto generate the, uh, the
right type of customer mm-hmm.
Coming in to inquire and hopefullypurchase your product or service.
Correct.
Gotcha.
Keith (42:20):
Yeah.
So, uh, if you need to knowany more about that, hit me up.
I'll be happy to share with you.
This is the world I've lived.
He's, he's on a, he's on a tear.
It is the world I've livedin for 20 plus years.
I would love to, to talk to you about it.
Um.
I'm actually pretty impressedthat you've thought of mu as
(42:41):
much about your communication,love marketing as you have love.
I love
Sid (42:44):
marketing.
It's, it's kind of my gig.
I love it.
Uh, I didn't like it at first.
Yeah.
But, uh, I did, I did start,I really like marketing.
Yeah.
And it's one of the, it's oneof the classes in in school
that really like hit you.
Like it.
It was like, oh, I connect with this.
This is good.
You actually,
Keith (43:01):
but, and you actually helped me to prove a lot of points.
I actually use you ina talk the other day.
Sid (43:07):
Oh my,
Keith (43:08):
um, that companies should be doing their own.
Sid (43:12):
Yeah,
Keith (43:13):
I, I like to And you've moved back to doing your own.
Yeah.
It's better.
Which, and I think it's, I think and, andI've told you like numerous times, yeah.
Wait, this is way better.
It's better.
And it doesn't take a whole bunch of
Sid (43:22):
time.
No, we are pretty
Keith (43:25):
good at it.
But like, and you have a pretty,and what I wanna point out too
is you used a pretty high level.
Person in your organizationto even take that role on.
Mm-hmm.
Which is, which most people don't do.
They place it at the lowest level.
Oh yeah.
Sid (43:40):
Well, yeah.
Keith (43:41):
That's, and so, and so what you did that I think it's very, very unique,
is you put someone that actually knowshow to communicate the message in which
you're trying to push out to the world.
Sid (43:52):
Yeah.
Yeah.
And just for us, we just meetonce a week for about an hour.
Yeah.
And, and we got a game plan, uh,
Keith (43:59):
once a week.
And you have, and you have a bigorgan organization, say fairly well.
Yeah.
But in the, in the small businessworld business, you're your higher.
Sid (44:09):
Yeah.
Yeah, you're probably right.
There's lots of moving parts.
Keith (44:12):
Yeah.
And it takes you how long?
Sid (44:13):
One hour.
About an hour.
Now we do have amarketing, like quarterly.
Mm-hmm.
And we'll, we'll, todo a little deep dive.
We've got a big, you know, an overall planand we're just kind of executing the plan
and, and staying on track week to week.
Keith (44:26):
And so the point I am making is if you're at your level and it
takes you an hour a week, the averageperson, the, the average business.
Small businesses, much smaller than that.
It'd probably take them 30 minutes a week.
Sid (44:37):
And, but we do use HubSpot
Keith (44:39):
to, it does help think about it.
Yeah, it does.
It really does.
But there's a lot of, there'sa lot, there's a lot of.
Tools that you can use that arelesser than HubSpot probably
if you can't afford it.
Yeah.
Um, if you can afford it, it,it take, it saves you time.
Yeah.
A lot of people, it wouldn't save time.
Sid (44:56):
Yeah.
Meta and Google both producesome pretty good reports.
Keith (44:59):
Yep.
Sid (45:00):
You know, they do that you can, you can
Keith (45:01):
really get, so, yeah.
Now let me, let me do, do say this, youcan totally use Meta's Business Suite.
To post simultaneously.
Yeah.
On Instagram and Facebook.
Yes.
But those messages need to be different.
That's all I'm saying.
All right.
And with meta ai, you can absolutelygo in there and make it different.
(45:24):
Oh, that's a good point.
I've,
Sid (45:27):
I've not used that.
Meta AI is good.
Yeah.
Lamb, is that what it's called?
Meta AI is what you're saying?
Yeah, but the, I guess, yeah, one ofthose, the thing on the background is
Keith (45:36):
lamb.
Yeah, yeah.
But, but it's built into scheduler now.
Huh.
And so you can totally go in thereand say, gimme a different message.
Nice.
Sid (45:46):
All right.
Well get you a communication plan,a marketing plan, what you're
gonna say, how you're gonna sayit, where you're gonna say it.
Be intentional about that.
That's what I got from this.
Keith (45:55):
Yep.
Hey, uh, I will post the guide thatI wrote for this communication plan.
Is it a ebook that I have to sign
Sid (46:05):
up for so you can capture my, I'm just joking.
Sorry.
Keith gave me a crazy book.
Oh, goodness.
No, I was just thinkingthat'd be a good idea.
I know.
Yeah, I know.
I should have just saidit like it was my idea.
Keith (46:18):
So go to our website overlap life.com and sign up for our new Yeah.
Communication plan ebook.
Sid (46:24):
There you go.
We'll give it free.
Just give us your, uh, your email address.
Yep.
All right.
I gotta get outta here.
Okay, peace.
Thanks.
Is
Keith (00:00):
that a terrible idea?
This is
Sid (00:01):
gonna, it's a terrible idea.
Here's where we go.
Okay.
Keith (00:03):
And this is gonna piss off the marketing people
that listen to this podcast.
Sid (00:07):
Oh my goodness.
Well, you already pissed offthe poor people that Yeah.
That shop on, uh, Facebook.
Welcome everyone to another episodeof the Overlap podcast where we dive
into the intersection of work, fitness,family, faith, parenting, and leadership.
(00:28):
Because we believe that growthin one area of your life fuels
growth in all aspects of life.
Um, and that's why we're committed totaking the lessons we've learned from
business, breaking them down into simple,actionable insights and empowering.
Small business leaders, butleaders in general to not just
survive, but so they can thrive.
(00:48):
And we help entrepreneurs not justsucceed, but create meaningful
impacts in their business, families,communities, and all of that in between.
Welcome back, Keith.
Keith (01:00):
It's nice to be back in the studio.
Yeah.
Even though.
Tim's not here.
Sid (01:06):
Yeah.
Keith (01:07):
And we just saw my lack of ability in the studio setting it up.
Sid (01:11):
Yeah.
Keith (01:12):
I mean, I finally got it to work.
Sid (01:13):
It did take a while.
Keith (01:15):
Persistence.
Sid (01:16):
I did get a lot of, uh, little things done in your, uh, in your absence.
So that was good.
So Tim, we do miss you.
We do, we do.
Not sure we can perform at a high levelwithout you at this point in our career.
Keith (01:32):
Oh, don't give him the big head.
We'll, we'll figure it out.
We, that's what we've been doing.
And so could you imagine
Sid (01:38):
Joe Rogan having a podcast without Jamie?
Keith (01:40):
No.
Sid (01:41):
No.
Absolutely not.
No.
It can't happen.
Keith (01:43):
I mean, the fact that you're comparing us to Joe Rogan.
Well, I mean, why wouldn't we?
You know, I'm probablystronger than he is there.
You stronger?
Yeah.
Probably not.
I mean, all he does iswork out with Kettlebells.
Sid (01:57):
Oh yeah.
Yeah.
Well,
Keith (01:59):
you know, I don't know.
Uh, I'll definitely beat him in Juujitsu.
Sid (02:03):
That's not gonna happen.
That's not, he's his, I thinkhe's had his black belt since
like 2006, or he has, there's a
Keith (02:09):
video of him receiving
Sid (02:11):
his black belt.
I have watched it moretimes than I care to admit.
I think it
Keith (02:14):
may be the best.
It is black belt speech I've ever heard.
Well, you haven't heard mine yet.
Well, I'm planning, I'm still, I'malready, I've had chat DPT right now.
I've been writing mine out
Sid (02:26):
for
Keith (02:26):
years.
Well, basically what I went to AI andsaid is, would you write my black belt
reception speech in the tone of Joe Rogan?
Sid (02:34):
Oh, yeah.
Uh, that's a good one.
I'm probably gonna write mine inthe tone of, uh, of Donald Trump.
Keith (02:41):
That would be good.
Sid (02:42):
I am the best.
Keith (02:44):
Yeah.
Sid (02:44):
Everybody's saying it.
Keith (02:47):
Yes
Sid (02:47):
they do.
You all know it.
That's what they say also when you go
Keith (02:50):
to class.
Yeah.
Yeah.
They, everybody that comes outof the class because S was there.
Sid (02:55):
Yeah, he was
Keith (02:55):
there.
He's the best.
Everybody knows it.
He's the best.
I think I've lost every serious matchI've had since I've gotten my brown belt.
Really?
Yeah.
I feel like
Sid (03:09):
I've gotten better.
But I'm going to the morning class.
Yeah, it's not, it's notquite that lunchtime death
trap of a competition class.
Keith (03:19):
You know how we can get knee bard now, right?
Oh,
Sid (03:21):
I know.
Yeah.
Yeah.
Joe
Keith (03:22):
Hebard me.
Did he?
Josh Johnson seven 17 times.
Oh, that's tough.
I mean, not really 17, but like it feltenough and you know how quick it sets.
Oh yeah.
Like on 50-year-old needs,that's probably not,
Sid (03:34):
mm-hmm.
Keith (03:36):
Not good.
Sid (03:37):
No, I'm glad they've been, they've been, uh, gentle with
my shoulder, so that's nice.
Yeah.
They're like, which shoulder is it?
Both.
Yeah.
Uh, yeah.
So Black Belts Joe Rogan.
Okay.
Yeah.
What's
Keith (03:54):
been going on with you?
Uh.
Sid (03:59):
So me personally, just getting through quarter one, spring
has sprung and lots of changes.
Implementing the plan, uh, and,and trying to execute the plan.
That's, that's really the deal.
Lots of moving parts in this time of year.
Um, new team members in, uh.
(04:22):
You know, lots of training has to be done.
Um, you know, things like that.
Lots of stuff.
So that's on the work side.
Uh, sure.
I'll be real honest with you.
Yeah.
You know
Keith (04:33):
how I kind of walk through the office every once in a while.
Every once in a while.
Yeah.
Just check the temperature.
Yeah.
You know, I just like to seewhat's going on at Sexton.
Sid (04:41):
Yeah.
Well, we all appreciate that.
Thank you.
And,
Keith (04:43):
um, like good snacks in the back.
Sid (04:47):
Yeah.
Keith (04:47):
Again.
Yeah.
It's back like, well, I'll say it, it was.
Like not very good for a while.
Well, you know, we had oureye off the ball, you know?
Yeah.
Uh, I like we were focused
Sid (04:57):
on other things.
Keith (04:58):
The, the hydration packets are nice.
Oh, and, and they're back.
I still, and probably the reason youdidn't have a lot is I took one a day.
Sid (05:06):
Yeah.
Probably three a day.
Keith (05:07):
Yes.
Sid (05:08):
Yeah.
Keith (05:09):
And just walking through has felt good lately.
Sid (05:12):
I know where we can cut some expenses now.
Thank you for bringing that out.
We're gonna hand the hydrationpackage directly to the crew members.
No, I'm gonna need you tokeep these in your truck.
I'm
Keith (05:21):
gonna need you to leave it back there at the ice maker
in which I go to every day.
Ah,
Sid (05:26):
is that why it's leaning now?
It makes that noise.
It's
Keith (05:29):
leaning.
Sid (05:30):
Yeah, it's, you got like a lean to it somehow.
I noticed it.
Well, I thought it, Inoticed it yesterday.
Keith (05:36):
I was gonna mention I did a little work on
Sid (05:38):
it.
Yeah.
Keith (05:38):
Did you?
Sid (05:39):
Yeah.
I thought it needed
Keith (05:40):
to drain
Sid (05:40):
better.
It looks like you, youdid a little work on it.
Yeah.
Keith (05:45):
But it felt like.
You know, felt positive.
Sid (05:50):
Oh, the vibe.
Yeah.
Yeah, the vibe is good.
The vibe is good right now.
Keith (05:55):
Yeah, it is.
Sid (05:56):
Well, I mean, look at the temperatures.
Yeah.
It's nice to be working outside right now.
Yeah.
You know?
Right.
So that's good.
Um, and.
You know, and pe you know, when,when you start a new semester in
school, everyone's got an a Yeah.
Know right now.
That's true.
It's quarter one.
Everyone's, everyone's kind of on trackwith their, uh, with their rocks and
(06:19):
their to-dos and all of that stuff.
Keith (06:22):
Yeah.
Sid (06:22):
Mm. Well, and it probably go, the real tests will be
in the next couple of weeks.
Keith (06:26):
You know, it probably feels good also because.
You know, back to the ice maker inthe summer, it's never any ice in
it because they're using it all.
Oh, yeah.
All the time.
Sid (06:36):
You think pe you think the ice level, it ha the ice level directly
correlates with the, with the good vibes.
The
Keith (06:42):
ice level definitely directly correlates to my good vibes.
Oh, okay.
I like a little ice in my water bottle.
You do, you do.
I do.
I, and I like to, do you have ice at
Sid (06:52):
your house before you come to the gym?
Yeah, but I have.
Use that
Keith (06:57):
by then and Oh, I eat the
Sid (06:59):
ice in that big thermal, like, you know, water container.
The ice.
Yeah.
It's not, I, I, I scaled down.
Oh yeah, that's right.
You used to have the big one.
Yeah, I kind of scaled down,but I love this water bottle.
Oh, okay.
They should probably bea sponsor of the podcast.
They should.
We won't mention them until they do that.
(07:19):
Correct.
But like everyone else, wegive free advertisement to,
we'll let you know who you are.
Our breadth and reach in this podcastis so vast that people really should
pay us handsomely for mentioningjust, just mentioning their products.
Keith (07:35):
Yeah.
I have a new Yeti Cup.
I gave you one.
You did.
They're
Sid (07:38):
fantastic.
Keith (07:39):
They're great for coffee, wine, bourbon.
I. Oh, are you telling me
Sid (07:42):
right now that Yeti's a new sponsor?
Keith (07:44):
No,
Sid (07:45):
I didn't, but
Keith (07:45):
Oh damn Dadgummit.
That would've been good.
I'll
Sid (07:49):
send this to them.
They'll pay, yeah, probably, you know.
Hey, I noticed they area sponsor of CrossFit.
'cause when you saw the, uh, the, the openforms, it was, it had Yeti's logo on it.
Really?
Yeah.
I thought that was an odd partnership.
Yeti.
Cross it.
Wow.
Keith (08:07):
Well, think about it when the, when they go, like ice their arms at the
end of the, it's always a Yeti cooler.
Is it where they're putting their arms in?
'cause they're all Yeah.
Froze up or whatever.
Sid (08:19):
Okay.
Probably lots of inflammation there.
Keith (08:22):
Yeah.
Sid (08:25):
Well, thought it was an interesting, uh, interesting, uh, partnership.
But I guess what, uh,what have you been up to?
Keith (08:36):
Oh man.
All kind of stuff.
Um,
we just launched the audio
Sid (08:44):
book, new new author.
I feel like I could be anaudio book voiceover guy.
I'm probably gonna go into
Keith (08:53):
that.
I did, you know, I do.
I am announcing, uh, later thisyear, I, I'm getting into like.
I bought a series of westerns.
Okay.
One of the things that I've done in thepast, and so I'm kind of going back to it,
this is something I'm going back to is,um, out of date and out of print books,
(09:17):
digitizing them that are not digital Okay.
And just bringing themto the digital market.
And so I bought a series from afamily that had, uh, their father
had written books in the 1980s, um,very, very good Westerns westerns.
And so I'm launching a15 series book series.
Sid (09:39):
Yeah.
Coupling that on the back of, you know,Yellowstone and yeah, 1883 and 19 19 23.
Definitely.
And so
Keith (09:47):
be
Sid (09:47):
watching
Keith (09:48):
for that.
Sid (09:48):
Oh,
Keith (09:48):
okay.
Late 2026.
Was it Taylor Sheridan's family?
I meant 2025.
Okay.
We'll probably start launching thebooks, but we're gonna launch about one
every other month until they run out.
Okay.
Yeah.
In 30.
30 months.
Yeah.
Yeah.
30 months.
Yeah.
You are so.
(10:10):
And this is why we have a podcast.
No,
Sid (10:13):
I don't really know.
Oh, we have a podcast because Covid hit.
Yes, we did.
We were bored.
Yeah.
What are we gonna talk about?
Yeah.
Hey, speaking of, what are we,what are we gonna talk about today?
Keith has a, uh, Keith came in,fired up this morning with an
idea, and, uh, I think this kind ofties in with what he's been doing,
although he didn't segue into it.
I will.
(10:34):
Um.
Can tell.
Tell us, tell us what you've what,what other things you've been
up to you've been pontificatingabout with Hatch specifically?
Well,
Keith (10:44):
well, you know, so when you take over or start anything, you go
into it kind of blind most of the time.
Especially like when you start a business.
And I think that.
So many times I've gone intothings not having a clear, defined
(11:08):
message that I need to be sending.
Sid (11:12):
Okay.
Keith (11:13):
And in the age that we're in and have been in, I think there's
some misconceptions about socialmedia and about content and about
the things that we've, and you know,I've been in this space for 20 years.
But I don't know that I ever thoughtabout as much as I'm thinking right
(11:37):
now about clearly communicatinga message in which mechanism to
use it to use as I communicate it.
Okay?
And so I wanna talk about todaycreating a communication plan,
mark and around marketing and.
(12:02):
Coming up with clear, concise plans forwhat you're gonna say, how you're gonna
say it, and where you're gonna say it.
Okay.
It's something I've not thoughtabout, like as a, as a, as a plan.
We put financial plans together,we put product plans together.
(12:26):
We put, but.
Marketing is this thing where we, we havea marketing plan, but do we really dial
in where we say it and how we say it?
Do we dial in the message thatwe're putting out on X versus the
message that we're putting out on?
I. Facebook.
Sid (12:45):
So therein lies like maybe the difference.
I think some people are listeningand some people might say, look, in
marketing, I never thought about aplan, but I think other folks have
been like, oh yeah, marketing plan.
Yeah, we do it every year.
This is how much we're gonna allocate.
This is where it's gonna go to.
This is roughly what wethink the reach is gonna be.
These are the number of leads wethink we can generate from that and
(13:07):
those leads we're gonna generate.
Uh, this is what we think wecan sell off of those leads.
And that's.
Kind of how we come up with what is our,what's our revenue going to be, you know,
Keith (13:20):
so and so Do you think about what you're talking to if you have commercial,
commercial and residential products?
Yeah.
Do you, do you
Sid (13:30):
differentiate?
Do you separate?
And, and that's, and so that's whereI was gonna say, that's where the
difference, when you're talking abouta communication plan or whatever, it,
it, the difference from, you know,just a traditional marketing plan.
I think you're saying on the surfacea marketing plan, but subsurface
you're going, but it's more than that.
It's, what are you gonna say forindividual platforms Correct.
(13:54):
So that they.
They, they, they reach thataudience that's on that platform
and individual correctly
Keith (14:00):
and individual client groups.
Yeah.
Yeah, yeah, yeah.
So if you have residential clientsand you have commercial clients,
are you differentiating that inthe platform in which you're using?
Sid (14:09):
Okay,
Keith (14:10):
tell
Sid (14:11):
me about that.
So, so let's, let's double click on that.
What, um, if you've got residentialclients, where are you finding them
and how are you speaking to them?
Keith (14:20):
Um, depending upon your product cost.
So your product costs, I mean,so general demographic says this,
if you have a product under, say,
a thousand dollars and you have a clientin the demographic of 30 to 40 years old,
(14:44):
you are not gonna go to Facebook for that.
Okay?
30 to 40 year olds aren't on Facebook.
40 to 60 year olds are
Sid (14:53):
okay
Keith (14:55):
at a certain demographic who can buy a thousand dollars product.
Mm-hmm.
Typically someone thathas a little money, right?
Mm-hmm.
So, but if you want to hit a 40-year-old
lower income demographic.
If they're on
Sid (15:13):
Facebook.
Oh, great.
Now all way to stir the pot.
Get, yeah, maybe so.
But that's send all of your emailsabout how you love Facebook and
you buy stuff off of Facebook andyou're not poor to, uh, Keith lines
at, at whatever hatch or something.
Keith (15:31):
If you're under 40 right now, send me a message that love Facebook.
Sid (15:37):
Oh, okay.
Keith would love to, to get, uh,countervailing, uh, information to undo
his confirmational bias on this opinion.
His, this thesis he has, uh, I'll
Keith (15:49):
prove a point.
Sid (15:50):
Yeah.
Yeah, I, I'm just saying I'll prove
Keith (15:53):
a point right now.
I'm just saying
Sid (15:54):
you offended the people, so.
Oh, really?
Don't ask me.
I got kicked off of Facebook.
Keith (16:00):
You don't even have a
Sid (16:00):
Facebook account.
I don't even have one.
That's
Keith (16:02):
because someone,
Sid (16:03):
no, someone hacked into it.
Keith (16:04):
That's 'cause you're probably trying to sell sketchy products.
I wouldn't, and
Sid (16:08):
to be fair, I was never on Facebook.
Yeah,
Keith (16:09):
you never were.
You only had it for your business account.
Sid (16:13):
Uh, I think I had it when Facebook was early on, and then I was off
social media, and then I only goton Instagram when kids were on it.
And that was like 10 years ago.
Yeah.
And then I was like, oh, thisis a, this is a better platform.
I, I don't have to listen to,what was it back in the day?
How Trump was gonna ruin the world.
And, uh, the latest, uh, youknow, oatmeal cream cookie thing.
(16:38):
Recipe, yeah.
Yeah.
I was like.
So Instagram seemed to be way cooler.
Keith (16:43):
I do not mind Oak oatmeal cookies though.
Oh
Sid (16:45):
man.
Me neither.
But I wasn't gonna make 'em.
Right.
And all they did was make me hungry.
Uh, so Instagram seemed better, but it's
Keith (16:50):
turned into
Sid (16:52):
that.
Now you have LinkedIn,
Keith (16:54):
don't you?
I have LinkedIn.
I see your cool AIgenerated headshot on there.
Yeah.
Sid (16:58):
Yeah.
Well, when you look like me, youhave to have some, some, some,
uh, some AI generated help.
Keith (17:04):
Yeah.
Sid (17:04):
Yeah.
Keith (17:05):
I didn't have any, uh, I didn't have any pictures with me with a suit on.
Sid (17:10):
Yeah.
Keith (17:11):
So I had just had a yacht do it.
Oh.
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(17:33):
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(17:54):
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Sid (17:59):
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(18:20):
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homepage to learn more.
Back to the platforms.
Um, what you're saying is, is thatdemographics, you know, uh, uh,
(18:46):
what I'm saying is they migrate
Keith (18:48):
to certain, they, they flock to certain platforms.
What I'm saying is, is Walmart andTarget have different messaging.
Sid (18:54):
They
Keith (18:55):
do because why?
They have different demographics.
Sid (18:59):
Do they have different messaging for different, um, different platforms?
You're,
Keith (19:03):
uh, they definitely do.
Sid (19:05):
Okay.
Keith (19:05):
So yeah, if Look platform on, you mean if you look at their marketing?
Sid (19:08):
Yeah.
Keith (19:09):
If you look at their marketing, they have different messaging per state.
Yeah.
Sid (19:14):
Yeah.
Keith (19:15):
Okay.
If you look at the ads, justtalk about ad spend here.
Okay.
If you look at, at Walmart's ad spend,I know the guy who does it, they have.
In some states they have differentmessaging per region of the state.
Okay.
I can see that for, forthe very same products.
(19:36):
Yeah.
And so what I, and, and I don'tthink you need to get that specific
in your marketing plan, smallbusiness owner, but I do think
you need to respect the platform.
Are you using Walmart or are youusing Target versus Facebook?
Is is Walmart.
(19:59):
X. X is target.
X's Target,
Sid (20:02):
okay.
Keith (20:03):
Yeah, think about that.
Or Instagram rolls over there too.
Okay, so you've got a little higherhot, younger, younger demographic.
It Instagram is kind of growing thoughbecause it's blurring the lines between
Facebook and Instagram right now.
But if you look at, if you look at thedemographic between X and you know,
(20:28):
that's probably changed now that Elonhas it, and all of this right wing
stuff is, is like permeating on it.
Uh, you know, you hear a lot of peopleto say, I am getting off X or whatever
from, you know, that are on the left.
But if you just look at itat simple, simple numbers.
(20:49):
The platforms, the, theplatforms are different.
So that means that the messagesthat you put on them need to be
directed at those demographics.
Sid (20:57):
Okay.
So that, yeah.
Keith (20:59):
Yeah.
So that's what I'm saying.
Having what you're there,having communication plan
Sid (21:02):
saying there.
What about, what about if you, sothat's for residential, we kind of
talked about that, that, um, you know,pick who, number one, probably pick
who you know, who is your audience,who are you selling to, right.
You know, and then two, craft a message.
On the appropriate platform.
So let me ask this question 'causeI was, I was thinking about this.
(21:26):
Number two part, craft your messageto go on the appropriate platform.
So if you're saying, I'm selling, let'ssay I'm selling a low ticket item, $200
or less, uh, and I'm going, so that byyour thesis there, you're saying I need
to go to, um, Facebook, and then who doI, how, how is that message different than
(21:49):
some message I might put anywhere else?
Keith (21:52):
That message is gonna be crafted for that.
For, for that demographic.
And so if you're sellingsay, okay, typical, typical
pu, let me use publishing.
Sid (22:04):
Okay.
Keith (22:07):
If I want to sell a book, and that book is directed at,
say it has a love story, okay?
I am going to look for.
30 to 40-year-old women.
Mm-hmm.
(22:27):
That means that they havekids that are beyond infancy.
Okay.
That means they're gonnatypically be stay at home moms
that are, have the time to read a book.
Sid (22:47):
So you're gonna find a place where, where they're, where they're
hanging out on social media?
Keith (22:51):
Correct.
Sid (22:52):
Okay.
Keith (22:53):
Which is Facebook.
Sid (22:54):
Yeah.
Is it by
Keith (22:55):
the way?
Sid (22:55):
Oh, okay.
Yeah.
Stay at home moms on Facebook.
Got it.
Keith (22:58):
Because the typical demographic that reads
Sid (23:00):
and then you're gonna craft a message, how does that message
sound different than somethingthat might be on Instagram?
Keith (23:06):
That message is gonna be, uh, typically longer.
Okay.
And it's gonna be in storyform that intrigue them.
Like, Instagram's gonna be
Sid (23:15):
like the, uh, StoryBrand kind of story form, or are we
saying something different?
Yeah, or
Keith (23:19):
like you take, if it's a book, you're gonna take part of that story
and you're gonna place it there.
Oh.
To intrigue them to get to click.
Oh.
And then you're going to, and thenyou're going to, on Instagram, you're
gonna give short snippets or quoteswith a pic, with an image, right?
Mm-hmm.
So, so you're going torespect the platform.
Okay.
(23:39):
And what I found, and this is what got me.
Is we were pushing messagingout and we were not taking into
consideration who was reading it.
This is Hatch?
Yes.
Okay.
And so the scientific communitywas getting the very same
thing as the founders were.
(24:00):
Have you ever met scientists?
Yeah.
They don't give a, we, we
Sid (24:03):
both know one.
Keith (24:04):
Yeah.
They don't give a crap aboutwhat founders think about,
Sid (24:07):
do they not?
No.
Yeah.
You're probably right that the, thescientists we know is that they don't
really care about what we think either.
Keith (24:14):
Correct,
Sid (24:15):
yes.
Unlike you audience, weappreciate your, um, yeah.
Keith (24:21):
So the scientific community was getting the same messaging.
Do you think they were, do youthink they were engaging with it?
No.
The moment I started putting scientific.
Messaging for the scientific community.
Mm-hmm.
They began engaging.
Sid (24:37):
Oh, so how about this for scientific terminology?
So you had to bifurcateyour communication.
One, two, the scientific community, communcommunity, and then one to the founder
C and then one to the founder community.
Yes.
Yeah.
If I came, if I said that more cleanly,it would've sounded way smarter.
Yeah, it would've
Keith (24:54):
sounded way smarter.
But you made there, there's
Sid (24:56):
a dichotomy in the
Keith (24:57):
communication, but, but you made our point.
I did in the fact that you or Iprobably should not be communicating
to the scientific community.
Sid (25:04):
Yeah.
No.
Yeah, absolutely not.
So do they do juujitsu?
No.
Not my people.
Nevermind.
Mm-hmm.
Yeah.
Okay.
Okay.
What if I have, what if Ihave commercial clients?
What, what if I, where,where do I find them?
Like, uh,
Keith (25:23):
business.
I'm gonna give an ad or professionals.
I'm, I'm gonna give, I'm gonna givean ad here for LinkedIn advertising.
Oh my gosh, it is one of themost, are they gonna, are they
Sid (25:31):
sponsoring
Keith (25:31):
our markets?
No, but they're going to, uh, it isone of the most effective platform.
How are we gonna,
Sid (25:37):
Tim?
If we don't up our, uh, our marketing,uh, our, our, you know, our income
stream, how do we not do that?
Keith (25:47):
Well, we're gonna replace, we wouldn't do it on LinkedIn.
Oh, okay.
Tim, Tim, sorry.
Back, back, back.
Tim, you were giving Tim.
Tim's type is not on LinkedIn.
Sid (25:56):
Oh, okay.
Keith (25:57):
Tim don't care about LinkedIn.
Sid (25:58):
Gotcha.
I know, but we need their revenue.
Keith (26:01):
Yeah.
Sid (26:01):
Okay.
We
Keith (26:02):
do.
Um, so if I, if, if I wanted to, soif you came to me with your company
and said, Hey, I want to pinpointwho buys at commercial Landscaping.
Mm-hmm.
Who.
Sid (26:18):
Oh.
Um, those are CEOs or, uh, facilitiesdirectors or chief operating officers
or, you know, some sort of regional
Keith (26:28):
managers.
So if you wanted to, uh, attract afacilities manager from a hospital
Sid (26:33):
mm-hmm.
Keith (26:34):
LinkedIn's place, yeah.
Sid (26:36):
Okay.
Keith (26:36):
They're not on Facebook, not they, they may be if they're granddads.
Okay.
Um.
If not, no, they're probably not there.
And they probably don't engage there.
Even if they are on Facebook, theywouldn't look at your ad there.
Hmm.
But they would on LinkedIn, if it said,Hey, facilities manager, Hey, CEO.
(26:59):
Mm-hmm.
Are you looking for a newlandscape company to beautify your.
Facility.
Yeah.
Yeah, yeah.
They would look for that
Sid (27:10):
on on LinkedIn.
Yeah.
And how would my messaging bedifferent than if it was Facebook?
On Facebook?
Yeah.
Keith (27:16):
Um, it would talk very, very technical.
Okay.
That in words they would understand there.
Hmm.
Okay.
You know, um, yeah.
Have you ever, do you thinkyou would ever use a return on
investment or ROI on Facebook?
No.
Perhaps not, you would probablyuse that term on LinkedIn.
Sid (27:39):
What if, um, what if I have the same messaging for each marketing piece and
I'm just pushing it through an aggregator?
Is that, is that a terrible idea?
Idea?
This is gonna, it's a terrible idea.
Here's where we go.
Okay.
Yeah.
Is this a rabbit hole?
And
Keith (27:55):
this is going to, and this is gonna piss off the marketing
people that listen to this podcast.
Sid (28:00):
Oh my goodness.
Well, you already pissed offthe poor people that Yeah.
That shop on, uh, Facebook.
So, oh, I
Keith (28:06):
got calls.
I got calls the other dayfrom marketing people.
Oh yeah.
Um, actually our, our marketing people.
Oh, okay.
Um, and I know y'all are listening now.
I didn't know we have, I
Sid (28:15):
didn't know we had marketing people.
Keith (28:17):
We do content fresh.
Sid (28:18):
Oh, okay.
Keith (28:19):
Yeah.
That's putting out our social media.
Sid (28:22):
Okay.
Um, and I did notice it lookgood and it was consistent, so
I knew couldn't have been you.
It
Keith (28:26):
been, it has been consistent but not varied per platform,
which we're about to start to do.
My God, here we go.
So, so, ugh.
Aggregators have a problem of tagging.
Sid (28:40):
Okay.
Keith (28:41):
And if you're building, what is, so what is the point of social media
Sid (28:47):
that, that sounds like a rhetorical question.
You tell me To
Keith (28:50):
build community.
Right.
Sid (28:51):
Okay.
Keith (28:52):
Okay.
So we're building community.
Sid (28:55):
Mm-hmm.
I thought it was to death.
Scroll in any I wasted time.
It, well, Twitter
Keith (29:01):
right now from RX right now, I can't keep from calling.
I like Twitter so much better.
Sid (29:06):
Yeah.
Twitter's a better name
Keith (29:07):
all the way around.
Yeah, but you know what Elon says?
He said when you put a videoon there, you're not tweeting.
Good point.
And so that's, that's makes sense.
Okay.
Um,
so.
It's to build community, right?
Mm. Mm-hmm.
So if our job in marketing when we'reusing social platforms is to build
(29:33):
our own little, you know, dynastycommunities, then why are we not calling
people out in the middle of the post?
And aggregators are veryhard to do that with.
Sid (29:48):
And you're saying tagging people, correct?
Right.
Keith (29:51):
Like if you're working for the city of
Sid (29:53):
Fairhope or whatever.
Correct.
Yeah.
And then tagging them and they can pickit up and then they can share it and or
be a part of your community or whatever.
Right.
You're giving them love.
Correct.
Okay.
Keith (30:04):
Yeah.
And, and so it's kind of likebeing mentioned in real life.
Sid (30:10):
Yeah.
Kinda
Keith (30:11):
makes you feel good.
Sid (30:12):
Public recognition.
I like public recognition.
Okay.
I like it.
And so aggregators don't doa good, you can't, you can't
really tag people that way.
It's very
Keith (30:19):
hard in an aggregator.
Gotcha.
Um, and so if your general messagingis, um, if you're working with
commercial clients and you can listthose clients, it'd be good to do so.
Okay.
But, because guess whatyou get when you do that?
What do you get their audience too?
Oh, okay.
If they share it or
Sid (30:40):
if they don't share
Keith (30:40):
it.
If they share it.
Okay.
And typically they're going to share itbecause you're creating them free content.
And so anytime someone shares somethinggood about me, I reshare it because not,
and not because it makes me feel good,but if it's a well-written piece, it
creates me content also when I reshare it.
Sid (31:00):
So is that like when, um.
Me, you and Scott were doingthe group pull up yesterday.
Yes.
And RX Sport fit?
Uh, yes.
Tagged us.
Yep.
Oh, and you reshared it?
I did.
Okay.
Keith (31:14):
Yeah.
Sid (31:14):
Yeah.
I felt it looked like I wasdoing most of the pulling.
I basically pulled us all three up.
Keith (31:19):
You really?
Sid (31:20):
No.
Yeah, you did.
My, my shoulder is back.
I'm back.
I'm so
Keith (31:25):
back.
I heard you say that.
Yeah.
And then I watched I'm,you do that workout.
Sid (31:30):
It perfect
Keith (31:32):
as you were grabbing the bucket to puke.
Sid (31:34):
Oh yeah, that was Monday.
Yeah.
That one tough.
That was tough.
Cardio's not back.
No shoulder.
My cardio is awful.
Oh God.
Me too.
I feel like I've been
Keith (31:42):
eating cheesecakes every day.
Was dying yesterday.
But, um, but yeah, so just my wholepoint in this communication plan is
just think who you're talking to.
Okay.
We don't, we don't think about whowe're talking to and the audience
in which we're speaking to.
When we put stuff out on and it,it's beginning to drive me nuts.
(32:04):
Oh, gotcha.
And I realized I wasn't doing as I,as I looked this week, and let me
tell you what, queued me in on it.
Okay.
Someone else took our content and sharedit to the right people in their post.
I have more followers, I have moreinteraction I have in their post.
(32:25):
Tripled the effect of mine and itwas pretty much the same, same post.
Okay.
Interesting.
And, and I looked and I was like, well,you know what, they did this right.
They spoke to their audience.
Sid (32:38):
And they, and they got greater engagement.
Keith (32:40):
Much greater engagement.
Gotcha.
And so gone is the days that I thinka hundred posts get you anything.
I think one well-written postbeats a hundred every time.
Sid (32:50):
Yeah.
You were saying that, and I'm glad yousort of mentioned it, the days of Gary
V of just post a hundred times a week.
Yeah.
And just beat 'em down with Yeah.
Keith (32:58):
Because the algorithms figured it out.
Sid (33:00):
Yeah.
The
Keith (33:01):
algorithms figured out that you're just posting a lot,
but not, not very good stuff.
Sid (33:05):
Yeah.
Sort of like the early days of SEO,when you would just, uh, you would just
cram the words in for word for word.
Uh oh, I loved that.
Yeah.
That was so easy.
You could, you could, couldreally game that whole thing.
Oh.
Keith (33:17):
Especially in the back end of a website.
Yeah.
You could absolutely put in the code, thestuff that you wanted it to show up for.
Yeah.
Sid (33:24):
Now they've got it figured out.
Now they've got it figured out.
It's, it's, yeah.
Keith (33:28):
Um, it's crawling your space and Yeah.
So you
Sid (33:31):
can't,
Keith (33:32):
yeah.
So I think we've talked about this before
and I'm getting to ramp up right now.
Uh, hatches blog or journal,if you wanna call it.
I think it's the most powerfultool a company can use when.
And to integrate intheir communication plan.
Sid (33:54):
Okay,
Keith (33:55):
lemme tell you why.
Because you can create one piece ofcontent, the blog or the journal,
Sid (34:04):
okay?
Keith (34:05):
And it feeds all of your social platforms.
It feeds your website and it givesyou a lasting piece of content on the.
Topic in which you want to promote,
and then it gives you piecesfor your newsletter that
(34:27):
we've not talked about yet.
Okay.
And so the purpose ofsocial media is this.
Create community.
Right?
Community.
I got it.
I remembered that one.
And to bring peopleback to your home base.
Okay.
Website, which be their informationwebsite side in your, so you can
capture the information and on it.
Because we've seen over the last 10years, social media platforms change
(34:51):
algorithms and the ways that youcommunicate can communicate on their
platforms over and over and over again.
But if I can capture one person andmove them to my home base, which
is my business, which is now inthe digital world, your website.
Sid (35:05):
Mm-hmm.
Keith (35:06):
Then I own it, then.
Sid (35:08):
Okay.
Until they unsubscribe.
But go ahead.
Until they
Keith (35:11):
unsubscribe.
Sid (35:12):
But so, and that's your
Keith (35:13):
job.
That's your job to create contentthat keeps them from unsubscribe.
Sid (35:17):
Yeah.
Keith (35:17):
I was gonna say, and then if they unsubscribe from there,
you can say, oh, we did a pisspoor job at communicating to them.
Yeah.
Sid (35:23):
You've got some measurable,
Keith (35:25):
uh, feedback.
And so what I would say is that ajournal on your website or a blog
as they used to be called, is themost powerful tool you have SEO wise
pro programmatically.
Hmm.
Being able to communicate a message.
(35:46):
Mm-hmm.
It is, it is a powerful tool.
If you don't have a blog,you should have one.
Sid (35:52):
Okay.
Does Hatch have a blog or you start?
We do.
Okay.
We do have a blog.
What do you what?
What's the frequency?
One should upload newcontent in your blog.
Let's
Keith (36:03):
not be too hard on yourselves.
Do one every other week.
Sid (36:07):
One every other week.
Yep.
Oh, man.
Yeah.
I'd produce a so 26 blog posts a year.
26 blog posts a year.
What a, what an order.
But what if I'm just trying to runmy business and I don't have time for
all that, then pay somebody to do it.
Okay.
All right.
How many posts on socialmedia if I'm trying to just
reach the residential client?
Keith (36:31):
One a day.
Sid (36:32):
One a day.
But good content.
Good
Keith (36:35):
content.
And the blog that you write once aweek, Uhhuh can drive all of those
Sid (36:39):
posts.
Okay.
But in the one a day, so that's five,uh, a week or is that seven, five a week.
Five a week, yeah.
Okay.
And then what, uh.
If I'm not using an aggregator to, toschedule those and push 'em out, what?
What do you suggest I do?
Keith (36:55):
You're getting penalized anyway if you use an aggregator, by the way.
Tell me more about that.
The individual platforms have createdschedulers inside the platform now.
Mm-hmm.
Every one of them, they wantyou to use their scheduler.
Gotcha.
The only one that I think that, and,and here we go mention another company.
(37:15):
Um, the only one that I think that canusurp the aggregation penalty is HubSpot.
Sid (37:20):
Oh, man.
So
Keith (37:21):
only because they, are they
Sid (37:23):
gonna be a new sponsor?
Yeah.
They need to be, God, wesound like we're destitute.
We are not actually.
It's just, it's become a funny thing.
Yeah.
Carry, carry on HubSpot.
Yeah.
Keith (37:33):
Uh, HubSpot.
I think HubSpot right now is.
The cat's pajamas, the way thatthey allow you to, and this is gonna
sound like creepy, the way they allowyou to like stalk your visitors Oh.
From your social to your web,to your newsletter emails.
(37:54):
It's pretty amazing.
Open rates.
Yeah.
Like I was on a, uh, call with HubSpot acouple weeks ago and they did this little.
Test.
Mm-hmm.
And they could see literallyeverything I was doing.
Hmm.
Nice.
They saw me get on their website.
Mm-hmm.
They saw me move to their newsletter.
They saw me move to their socials.
(38:17):
Ah.
And they showed me that.
So, um, I think when you're lookingat a system like that, that those
are, are super valuable, but.
You have to be at a certainlevel to be, I was gonna say,
Sid (38:31):
HubSpot isn't for,
Keith (38:32):
it is not for the meek.
Sid (38:33):
Yeah.
And it's, and yeah, not,it's not for someone
Keith (38:36):
that doesn't see value.
It's not for someone.
Someone just starting out to No, no.
So if you are just starting out,take the extra 10 minutes to roll
over to x, schedule your post.
Okay.
To roll over to
Sid (38:49):
LinkedIn.
Schedule your post and have thosedifferent communication styles and
Keith (38:54):
hey, let me give you a little secret.
Sid (38:56):
Okay.
Keith (38:56):
Take your Facebook message,
Sid (38:58):
Uhhuh,
Keith (38:59):
that you've written, roll into chat GPT and say, frame this for LinkedIn.
Oh, okay.
Sid (39:10):
And it will rewrite it for LinkedIn in a more professional tone.
Keith (39:14):
Yeah.
Sid (39:14):
Okay.
Yeah.
Keith (39:16):
Hey, there's a new product I'm actually working on
that's gonna help you with that.
Called I'll be able to li it is, I'llbe able to, I'll be able to breathe out.
Um, I'll be able to share thatwith you in a couple months.
All right, so ai.
Ai, yeah.
So use ai, okay?
Don't try to recreate the wheel.
AI knows better than you.
Sid (39:36):
Mm. My wife thinks differently.
Keith (39:40):
I know she's scared of
Sid (39:41):
it.
Nah, she just thinks it's uh, it'sgonna dumb down society where it doesn't
know how to write or think for itself.
I don't know.
Keith (39:50):
Time will tell.
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(40:44):
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(41:05):
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So the communication plan, if you hadto summarize it, what would you say?
What, what does the audience, whatdoes our audience need to know now
that we've chatted about these things?
Keith (41:27):
Just to summarize that out.
Tell we, we tell you on this podcastto have a plan for everything else,
product plans, financial plans,whatever you should think about
the way that you communicate.
Be intentional.
Be intentional about the way that you,I mean, if, if numbers are the language
of business, then the words that yousay matter to get the numbers, and so
(41:51):
maybe you should think about the way thatyou're showing the world your products.
Gotcha.
Maybe you should think aboutthe way that you're showing the
world, like what you do for them.
Mm-hmm.
Mm-hmm.
Sid (42:06):
Okay.
Okay.
And, uh, and that, that oughtto generate the, uh, the
right type of customer mm-hmm.
Coming in to inquire and hopefullypurchase your product or service.
Correct.
Gotcha.
Keith (42:20):
Yeah.
So, uh, if you need to knowany more about that, hit me up.
I'll be happy to share with you.
This is the world I've lived.
He's, he's on a, he's on a tear.
It is the world I've livedin for 20 plus years.
I would love to, to talk to you about it.
Um.
I'm actually pretty impressedthat you've thought of mu as
(42:41):
much about your communication,love marketing as you have love.
I love
Sid (42:44):
marketing.
It's, it's kind of my gig.
I love it.
Uh, I didn't like it at first.
Yeah.
But, uh, I did, I did start,I really like marketing.
Yeah.
And it's one of the, it's oneof the classes in in school
that really like hit you.
Like it.
It was like, oh, I connect with this.
This is good.
You actually,
Keith (43:01):
but, and you actually helped me to prove a lot of points.
I actually use you ina talk the other day.
Sid (43:07):
Oh my,
Keith (43:08):
um, that companies should be doing their own.
Sid (43:12):
Yeah,
Keith (43:13):
I, I like to And you've moved back to doing your own.
Yeah.
It's better.
Which, and I think it's, I think and, andI've told you like numerous times, yeah.
Wait, this is way better.
It's better.
And it doesn't take a whole bunch of
Sid (43:22):
time.
No, we are pretty
Keith (43:25):
good at it.
But like, and you have a pretty,and what I wanna point out too
is you used a pretty high level.
Person in your organizationto even take that role on.
Mm-hmm.
Which is, which most people don't do.
They place it at the lowest level.
Oh yeah.
Sid (43:40):
Well, yeah.
Keith (43:41):
That's, and so, and so what you did that I think it's very, very unique,
is you put someone that actually knowshow to communicate the message in which
you're trying to push out to the world.
Sid (43:52):
Yeah.
Yeah.
And just for us, we just meetonce a week for about an hour.
Yeah.
And, and we got a game plan, uh,
Keith (43:59):
once a week.
And you have, and you have a bigorgan organization, say fairly well.
Yeah.
But in the, in the small businessworld business, you're your higher.
Sid (44:09):
Yeah.
Yeah, you're probably right.
There's lots of moving parts.
Keith (44:12):
Yeah.
And it takes you how long?
Sid (44:13):
One hour.
About an hour.
Now we do have amarketing, like quarterly.
Mm-hmm.
And we'll, we'll, todo a little deep dive.
We've got a big, you know, an overall planand we're just kind of executing the plan
and, and staying on track week to week.
Keith (44:26):
And so the point I am making is if you're at your level and it
takes you an hour a week, the averageperson, the, the average business.
Small businesses, much smaller than that.
It'd probably take them 30 minutes a week.
Sid (44:37):
And, but we do use HubSpot
Keith (44:39):
to, it does help think about it.
Yeah, it does.
It really does.
But there's a lot of, there'sa lot, there's a lot of.
Tools that you can use that arelesser than HubSpot probably
if you can't afford it.
Yeah.
Um, if you can afford it, it,it take, it saves you time.
Yeah.
A lot of people, it wouldn't save time.
Sid (44:56):
Yeah.
Meta and Google both producesome pretty good reports.
Keith (44:59):
Yep.
Sid (45:00):
You know, they do that you can, you can
Keith (45:01):
really get, so, yeah.
Now let me, let me do, do say this, youcan totally use Meta's Business Suite.
To post simultaneously.
Yeah.
On Instagram and Facebook.
Yes.
But those messages need to be different.
That's all I'm saying.
All right.
And with meta ai, you can absolutelygo in there and make it different.
(45:24):
Oh, that's a good point.
I've,
Sid (45:27):
I've not used that.
Meta AI is good.
Yeah.
Lamb, is that what it's called?
Meta AI is what you're saying?
Yeah, but the, I guess, yeah, one ofthose, the thing on the background is
Keith (45:36):
lamb.
Yeah, yeah.
But, but it's built into scheduler now.
Huh.
And so you can totally go in thereand say, gimme a different message.
Nice.
Sid (45:46):
All right.
Well get you a communication plan,a marketing plan, what you're
gonna say, how you're gonna sayit, where you're gonna say it.
Be intentional about that.
That's what I got from this.
Keith (45:55):
Yep.
Hey, uh, I will post the guide thatI wrote for this communication plan.
Is it a ebook that I have to sign
Sid (46:05):
up for so you can capture my, I'm just joking.
Sorry.
Keith gave me a crazy book.
Oh, goodness.
No, I was just thinkingthat'd be a good idea.
I know.
Yeah, I know.
I should have just saidit like it was my idea.
Keith (46:18):
So go to our website overlap life.com and sign up for our new Yeah.
Communication plan ebook.
Sid (46:24):
There you go.
We'll give it free.
Just give us your, uh, your email address.
Yep.
All right.
I gotta get outta here.
Okay, peace.
Thanks.
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