The Changing Face of Marketing Online

In this episode of The Business Gay Podcast, host Calan Breckon speaks with the president of Pink Media, Matt Skallerud.

Matt has been specializing in LGBTQ online marketing for over 25 years and it all began in 1995 with the launch of GayWired.com, which became one of the top 3 LGBTQ websites worldwide. Having worked with companies, large and small, he’s now focused on the most cutting-edge global innovations in programmatic ad buying, social networking, and Web 2.0 technologies.

Matt has supported the community in many ways throughout his career including being a former Board Chairman of the International Gay & Lesbian Travel Association and he served on the boards for Travel Gay Canada and the LA LGBTQ Chamber of Commerce. He is actively involved with key national LGBTQ organizations including the National LGBTQ Chamber of Commerce, Out Professionals, and Lambda Legal, just to name a few.

Watch on YouTube

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Links mentioned in this episode:

• PinkMedia.LGBT
• Matt on LinkedIn

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Key Takeaways for quick navigation:

• [03:24] Pink Media focuses on storytelling and social media outreach, using various platforms for LGBTQ marketing.
• [04:46] Pink Media's niche strategy emphasizes personal relationships and engagement to stay true to the LGBTQ community.
• [05:43] Engagement is underrated; it's a crucial metric, and the focus should be on reaching the right audience and creating meaningful connections.
• [07:33] The shift in advertising: From clients wanting to buy ads to a more organic approach of helping clients tell their story and reach the right audience.
• [18:38] Engagement is more important than followers; having a large follower count doesn't guarantee visibility or meaningful interaction.
• [21:13] Consistency is key in social media growth. A long-term strategy can yield significant results, but patience is crucial.
• [22:35] Long-form content on platforms like YouTube may have slower growth, but it can lead to substantial and consistent audience development over time.
• [24:13] Building trust in the long term is essential for success in content creation and business. Consistency, authenticity, and niche focus contribute to trustworthiness.
• [27:28] AI is transforming content creation, making it more accessible for solo entrepreneurs. Utilizing AI tools can streamline processes and enable efficient content production.
• [34:49] Consistently sharing your story through various platforms fosters audience connection, keeps you relevant, and reinforces your brand over time.