Matthew Silverman with Silverman Consulting

Intro: [00:00:07] Broadcasting live from the Business RadioX studios in Sandy Springs, Georgia. It’s time for Sandy Springs Business Radio. Now, here’s your host.

Lee Kantor: [00:00:24] Lee Kantor here with Rachel Simon. This episode of Sandy Springs Business Radio is brought to you by Connect the Dots Digital. When you’re ready to leverage LinkedIn to meet your business goals, go to Connect the Dots. Dot digital Rachel. So excited to be part of this show. This is such an important topic. It’s so excited to be learning from your guests. Who do we got?

Rachel Simon: [00:00:47] Thanks, Lee. Happy to be here and happy Valentine’s Day.

Lee Kantor: [00:00:51] Well thank you a special day. Any gifts? Uh.

Rachel Simon: [00:00:56] I should have brought some chocolate today. We’re really excited. We have Matthew Silverman with us today of Silverman Consulting, which he describes as a not agency. So what is a not agency?

Matthew Silverman: [00:01:08] That’s a great question. I’ve worked for some of the big agencies, and they come with a lot of people and a big price tag, and you have to sign up for a full year and all this fun stuff. And a lot of clients don’t necessarily want that. They want get in, do the work and get out of my way. And that’s kind of the way I pitch myself, is let me just do the work and leave you alone to run your business.

Rachel Simon: [00:01:30] Very interesting. So why don’t you tell us a little bit about sort of what your area of expertise is, your focus, what the kind of work you’re doing for your clients?

Matthew Silverman: [00:01:36] Sure, absolutely. So my focus is on SEO, which is basically search engine optimization. And it’s not just Google, it’s also LinkedIn and social media and anything else, even podcasts, to making sure that when someone’s searching, you actually show up in the right spot where you want to be. The other part of my services includes digital ads, paid ads. So that would be Google ads, LinkedIn ads, email marketing and growth hacking, ABM, all these fancy buzzwords Azure. Like whatever it is, I get the leads and sales for you.

Rachel Simon: [00:02:07] Well, what’s good for me to know is I can call you when I have someone who needs the LinkedIn ad stuff, because that is not what I do. Yes, we’re a good pair on the organic and the paid side. Yeah, it’s really interesting, I think with SEO and where where that industry has gone in the last, you know, ten years and then where it’s going. So I mean, you’ve been doing this for a long time. Like what are some of the trends that you have seen since this all started, you know, in what, 15 years ago maybe?

Matthew Silverman: [00:02:37] I think some of the big trends are that Google is trying to force people to be authentic and real. They want real content by real people. They’re filtering out bad content, like if someone is pretending to be medical doctor but they don’t have the degree, they’ll try to filter that stuff out. Um, that happened a couple years ago. Same with financial. If you’re not really a CPA and you’re giving tax advice, they’re going to hopefully filter you out and push you down in the search results. Um, nowadays, the concept of AI, that’s a big concern. If you go in there and you create AI content, will Google filter out, will they allow you in Stpd? I mean, some topics I’ve seen, there’s a lot of AI content, but people don’t know that.

Rachel Simon: [00:03:22] Yeah, we’re definitely going to talk about AI today. I feel like every show we’ve had this year, we have talked about AI because it’s just touching every aspect of marketing. Well, really every aspect of sort of our, our business practices. But that’s interesting about the ability to filter based on real qualifications, like how are they determining who is real and who is kind of pretending to have that expertise?

Matthew Silverman: [00:03:49] That’s a great question. And Google’s not going to tell you. So that’s that’s a tough thing. To help people out is to help them understand that the algorithm is not there to read like a book. I mean, we’ve got some great books on the bookshelf over there about connections and business and doing all the good things you need to do to run a business. But Google is not going to tell you how to display yourself as a professional. Um, there’s guidelines, so if you have a medical degree, you need to make sure that you describe where you went to school and where you got a degree from and your fellowships and all the other stuff. As an example, um, a couple of years ago, I worked for one of our local, um, big pest control companies, and their biggest complaint was one of their competitors that was not in the pest control business was actually grabbing their search traffic because they were doing a better job at describing medical conditions related to bugs. But my client was not. And the big difference was that their people were medical doctors saying, I’m a medical doctor and blah blah, blah, whatever it was. And this particular bug looks like this and it causes this issue. And here’s my credentials. And I’ve been working in the field for X number of years, but my client didn’t do that.

Rachel Simon: [00:05:01] So is is this coming from like what’s on their website. So like all the blog content and like the uh, all the various like what’s on the different pages describing. What they do, how they do it. I mean, or are they pulling in from other sources? I mean, I’m kind of fascinated by that because I will say in the LinkedIn space, there’s a lot of people who say that they’re one thing, but they’re actually not really necessarily right. Uh, putting out the full true story of who they are as a professional. Yeah.

Matthew Silverman: [00:05:32] I mean, it’s akin to walking into any professional office, like your doctor office. You walk in and there and you expect in their waiting room, there’s going to be some type of medical certificate or diploma. You expect the office will look and feel like a medical office. You’ll expect like certain things. And I think the same thing goes for online, especially LinkedIn and also someone’s blog or website. Um, LinkedIn, you want to see a link to where they go to school, where are their credentials? Do they have a link back to their exam grades or any other certifications? Whatever it is, blogs should be the same. So if you are pretending to be a doctor or are a doctor or whatever it is, you should have a link back to here’s your medical school, here’s when you graduated, here’s your fellowships, here’s your specialty, here’s all the papers you’ve written. Um, like, literally prove who you say you are using words.

Rachel Simon: [00:06:21] That’s fascinating.

Lee Kantor: [00:06:23] But you also have to prove it, um, using those backlinks. Right. Like that’s part of your proof is that if people of authority are linking to you, that is a signal, maybe that you are who you say you are.

Matthew Silverman: [00:06:38] Exactly right. And to go with what you’re saying about people on LinkedIn, pretend who they are. I received a number of outreach requests from people that say they went to Stanford. Um, worked at some fancy brands for like a couple of years, and then they want to sell me a franchise, and you start looking at their picture and where they came from and was like, no, you didn’t go to Stanford, and there’s no way for me to verify that someone went to Stanford or not.

Rachel Simon: [00:07:02] Yeah, unfortunately. I mean, LinkedIn is definitely plays up the honor system because there is really no you know, schools are not going to verify that this person actually went here. I mean, I always say this, you know, I could say that I went to Harvard and worked at Coca-Cola for 30 years, and neither one of those are true, but nobody can prove it otherwise. Yeah, just by looking at my profile. But there is definitely the honor system. Um, that’s and generally what you’re describing are those fake profiles that we can have a whole other show about that one, believe me, talking.

Matthew Silverman: [00:07:34] About, I mean, that would be an amazing use of AI. Like go in there and filter out what are the criteria for real profile and prove it. How do you prove that you’re human versus a fake person?

Rachel Simon: [00:07:45] Yeah, unfortunately we’re seeing the opposite use of AI, which is um, how can we build fake profiles with fake AI photos? And, um.

Lee Kantor: [00:07:53] But now try.

Rachel Simon: [00:07:54] To sell people franchises?

Lee Kantor: [00:07:55] Isn’t LinkedIn trying to address that? At least with that partnership with clear to have a verified that you are at least who you are named? Yes.

Rachel Simon: [00:08:04] If you’re if users are willing to to do that, I would say that is that verification. If anybody is not sure what we’re talking about, where you might see a prompt to verify your account. Um, if you’re a clear user, I would really, really recommend just doing it. Clear already has your information. It’s so simple. Like I have clear and it took about two minutes to get my right verification done. But some people get real nervous about personal information, even though it’s probably all out there.

Matthew Silverman: [00:08:33] It’s definitely all out there.

Lee Kantor: [00:08:35] But it’s one of those double edged swords, right? Like you, the consumer wants to know you are who you say you are. So as a business person, it’s in your best interest to, you know, have proof that you are who you say you are to combat all of these people that are who they’re not, who they say they are. So you have to do something, I think, to elevate yourself amongst among the rest of the people, or else you’re just going to be lumped in that pile.

Rachel Simon: [00:09:01] Yeah. Agree. Completely agree. Um, I want to ask a question about sort of back to the AI and SEO and I know, um, just from. You know my husband other the way I have used AI tools. Um, almost as search tools. So how do you think that that’s going to impact SEO moving forward when you know, we’re going to ChatGPT or Barred or Claude to ask a question that we would maybe gone to Google a year ago to do.

Matthew Silverman: [00:09:34] It’s a great question. I think a lot of it’s still TBD. Um, I think Google is still trying to figure themselves out and trying to figure out how they fit in the ecosystem, because it used to be customers would have a question and they would go out to Google to answer the question because Google had the knowledge. Now ChatGPT and all these other places have the knowledge. They’re scanning the web, they’re creating the connections. They’re saying, well, we know all these questions that people are asking and are curious about. We can provide the answers. And I think that Google is trying to figure out the business model of, well, how do we do that? I think naturally people will still go to Google, but I think there’s going to be a large contingent of people going to ChatGPT or other places to get those answers.

Lee Kantor: [00:10:16] Yeah, yeah, I know my behavior has changed. I use the I use this called perplexity and perplexity. I what they do is they have the sources. So they they take and aggregate the information and answer your question in a conversational way that AI does, but they also have. Here’s the sources I use to come up with that. So I can go back to the link to where they pulled some of the information. If I want to dig deeper. And I think that that’s kind of a way to thread that needle with having that conversational AI thing that humans like to talk to other kind of humans, rather than a listing of potential places where your information can be found.

Matthew Silverman: [00:10:55] Yeah. I think the thing with Google is that Google has been indexing the web for so long, and they have so many data centers, and they have so much indexed in their system that that’s their value add that ChatGPT and some of the others don’t have, because the newcomers can’t index everything so quickly. It takes time to process all that data and scan the sites and figure out, um, who’s a real doctor who’s not. Why someone a real doctor who to go to, who to trust, things like that. They’re still trying to figure out those algorithms.

Rachel Simon: [00:11:24] I think it’s going to be really interesting to sort of see, because I know, you know, again, I think to your point, Lee, of like the ability to converse with those tools, but if it is giving you sources, then that’s going to tie in to the the ranking component, right? Because it’s like, well, you want your your website to be one of the sources, be one of those sources. Right.

Matthew Silverman: [00:11:48] Um, but does that make the answer correct?

Rachel Simon: [00:11:51] Correct. It depends.

Matthew Silverman: [00:11:52] And that’s the problem is that if you go on to ChatGPT or borrowed or whatever and you ask it a question, you still have to check to see, is that answer correct based on what actually is out there? Yeah, because it’ll spit out whatever it wants but not might not be correct.

Rachel Simon: [00:12:08] Yeah I think it’s it the this that this question a year from now. The answer I think will be very interesting to see how things have progressed. And I think they’re going to progress very quickly, um, as these tools get smarter and hopefully don’t take over the universe.

Lee Kantor: [00:12:25] Now getting back to your, uh, agency or non-agency, um, who is that ideal client for you? You mentioned, uh, pest control. Is there a niche that you serve or a size that you serve?

Matthew Silverman: [00:12:36] That’s a great question. So it’s more of the mentality, um, I’m looking for to work for a grateful clients, clients that, um, are looking for an expert, someone to come in and get stuff done and get out of the way. Um, someone on a fractional basis. Um, I’ve worked with clients across the spectrum. Everything from crypto to jewelry, um, business services, B2B, lead gen, um. Apple computer was a client a couple of years ago. So it’s it just depends what.

Lee Kantor: [00:13:09] So it could be B2B, B2C and it could be any size. Exactly. But as your work typically done for you. So like it’s I’m hiring you to do something for me or is it something where you’re teaching me to do this for myself?

Matthew Silverman: [00:13:23] All the above. It could be I could backfill for an agency or company. I could teach you how to do something, and then you do it. I can teach your team how to do it. I could fill in and do a particular tactic, or just take over all of it and handle the all the marketing.

Rachel Simon: [00:13:37] Do you have something that’s like your favorite, you know, of all of those various things like a sweet spot, the best.

Matthew Silverman: [00:13:43] I think that sweet spot would be combining all the different things together, because I think that if you’re looking talking about I, there’s definitely an eye with the paid search side. And then you combine the knowledge with that with the organic, and then you can figure out, well, if there’s ten spots that someone’s searching for, whatever it is like, I want pest control and you’re able to take the top spot with paid, and then you’re taking the next two spots with organic. Now you’ve got three out of ten spots.

Rachel Simon: [00:14:10] That’s so interesting. Yeah. So, you know, I mean, marketing is. Such a. Interesting slash challenging area to be in. You know, a lot of companies have a lot of expectations. Sometimes those are realistic, sometimes maybe not so realistic. Um, you know, what do you think as far as like when it comes to marketing, you know, we’re at the beginning of the year, like, what are some of the where do you think this marketing is headed this year? And what are what do you think some of the things businesses need to kind of prioritize?

Matthew Silverman: [00:14:45] Based on the news that I’m seeing in LinkedIn, looks like a lot of businesses are trying to figure out, well, how do we cut costs? How do we generate more leads? How do we get in front of more customers? It looks like businesses are trying to. Spray and pray. They’re going out there with content and they’re or ads and they’re just hitting everybody over the head with it, even though that that particular person or segment of people is not right for that business or there won’t be a lead. Um, they’re working on a numbers game. Um, I think for businesses, what I’m advising a lot of clients is take a step back, figure out who your clients are, and don’t go one channel. Go omni channel. I think some old school things are still valid, like direct mail. Still works like. And it works really well because you have to see it, touch it and then throw it out. So psychologically speaking, that name of the business or service goes in your head. Um, and then you follow it up with an email or digital banner ad or something. And now the person has seen you three times, four times. And it’s like, oh yeah, well, if I need LinkedIn consulting on the organic side, well, now I know who to call.

Rachel Simon: [00:15:56] So it’s back to the old fashioned of like multiple touches. Exactly. Yeah. And it’s interesting because that’s sort of um. You know, you’re on the your point of being omnichannel. You know, again, my my primary focus is working with clients on LinkedIn with this idea sort of to your point of being that multiple touches of just top of mind, like you just want to be top of mind, right? Right. So people like, oh, I need this. I know somebody who does that.

Lee Kantor: [00:16:24] Right? Because I think that’s the part of marketing that people miss. Is that just because you’re saying, I have this service, you’re assuming the person needs your service at that specific moment that you’re interacting? Exactly. And you have to be kind of ubiquitous so that you’re there all the time because you want to be there when they do need the service. So you can’t do this like once and think you’re done. This is kind of a, you know, you got to keep pumping the lever to make the water come out constantly. If you want to keep getting a pipeline filled, right? Yeah.

Matthew Silverman: [00:16:53] I mean, a classic example is pretend you’re driving down the street and you see a bus, and there’s a banner ad on the side that says Drink Coke. And then there’s a bus stop that says Drink Coke, and you’re reading a newspaper that says, Drink Coke, and you’re listening to a radio commercial that says, drink Coke, or you’re.

Rachel Simon: [00:17:10] Really thirsty.

Matthew Silverman: [00:17:10] And you go to lunch and what do you order? What do you order? You drink a Coke, which is enlightening to think about the past Super Bowl. There was no cockettes.

Rachel Simon: [00:17:21] There weren’t.

Matthew Silverman: [00:17:22] No.

Rachel Simon: [00:17:23] Right, were there? Pepsi ads?

Lee Kantor: [00:17:25] There was one for starry.

Matthew Silverman: [00:17:26] Starry.

Lee Kantor: [00:17:28] And Dunkin. Dunkin Donuts.

Rachel Simon: [00:17:30] So that is so interesting, right? What? I didn’t even notice that until you brought it up.

Lee Kantor: [00:17:36] So. But does that work for B2B as well? Because those are B2C kind of interactions. Like does it work like if I need an accountant or I need a, you know, a professional service advisor of some kind, even somebody like you, like, um, I don’t need to marketing. Maybe I do need marketing help all the time, but it’s like at a certain point there’s going to be a thing that comes up that’ll be like, oh, I need marketing help. And now I’m going to hire a marketing helper. You know, like, how do you kind of do that in the B2B world is the same strategy as the B2C world?

Matthew Silverman: [00:18:07] I think B2B it’s similar but different. Um, so depending on what industry and what you’re doing, I think having omnichannel definitely makes sense. Um, so the companies I’ve worked with on the B2B side that have done omnichannel seem to be able to get more leads better than if they do a single channel and they’re trying to put all their eggs in one basket. Um, so an example was a couple years ago, I worked for a promotional products company, and we did an omnichannel win back campaign where we actually mailed people something. We did a email blast, digital ads and stuff like that, and it was a 10 to 1 ROI versus I’ve had other clients that actually just finished an engagement. The client would just focus on LinkedIn. And small little segments. I don’t think they had enough impressions of the ads and didn’t get enough leads, so they stopped it.

Rachel Simon: [00:19:01] Yeah. That’s, um, that makes a lot of sense to me. I think I kind of look at it from the relationship point of view. So the idea that on the B2B side, like let’s just use, you know, a you need marketing support. So somebody refers you to someone and then you go, yeah, you know what? I’ve seen that person and I’ve seen them on LinkedIn or I’ve seen I’ve gotten an email from that person. So it’s like that social proof ties in with the the referral component of it. But, um, I totally agree with like, I don’t think anybody should put everything in one channel. I think that that is way too much pressure for that one channel to handle.

Matthew Silverman: [00:19:38] And even talk about social side on LinkedIn, you have to be present. So you have to generate enough content so that enough people see it, so that if you’re looking for accountants or whatever it is that. Whoever is creating that content, you’re a lawyer or an accountant. You show up for your audience frequently, not once a month, but like every day, every other day.

Rachel Simon: [00:20:01] Yeah, you definitely have to show up to stay top of mind. Um, so I want to shift gears a little bit to something a little bit sweeter, which is tell us about bits of sunshine.

Matthew Silverman: [00:20:13] That’s a great. So, um, pre-COVID, my wife, um, got my daughters baking and my then 13 year old daughter was baking cakes, and she’s like, all right, well, now we’re going to bake and pay for camp. And they’ve been baking ever since we got our cottage license. So we’re all legal. And we used to buy flour and 5 pound bags. Now we buy it in 50 pound bags, 150 pounds at a time. Um, sugar we’d buy in 5 pound bags years ago. Now it’s 25 pounds at a time and a very large dog food bins, um, to keep it all fresh. And they bake. Um, so my eldest is baking custom cakes and cookies and cupcakes and stuff like that. She’s ninth grade in high school, tahmima and my middle spicy lady is seventh grade, and she bakes collard bread every week.

Rachel Simon: [00:21:01] That is so awesome. What’s like the specialty on the sweet side?

Matthew Silverman: [00:21:06] People love, um, snickerdoodle cookies. Um, that seems to be a big seller. Um, chocolate chip cookies are big. Um. Chocolate cakes go fast.

Rachel Simon: [00:21:17] Oh, fun. Yeah.

Lee Kantor: [00:21:18] So let’s get a little bit in the weeds of the marketing behind it, because I’m sure you were involved a little bit in the marketing, um, advising from afar, maybe.

Matthew Silverman: [00:21:28] So the marketing, what I do is make sure that they’re present on LinkedIn so that when my eldest turns old enough to actually run it herself, she has a LinkedIn profile that’s been going for years. It’s kind of like a gift of, oh, now you actually have a company that’s been out there being present for the past X number of years. So every time they bake, I put a post up there with a photo of, here’s all the stuff that they’re doing, and cake of the day, or cookie of the day or whatever it is. Um, so last night my eldest actually baked, um. Um. A cookie that looked like fish on purpose.

Speaker5: [00:22:07] Yum. Yes.

Matthew Silverman: [00:22:11] I didn’t think about it there for a second. She’s made some of these, like, impossible type cookies where it looks like something else, but this one looked like gefilte fish.

Lee Kantor: [00:22:18] Now, but, um, how do how do they get sales? Like, what is their. I’m trying to create a lesson for aspiring bakers or people out there that have a small business. How did they get their first clients? How did they get to the point where that you’re now ordering, you know, 50 pounds of flour like that doesn’t happen accidentally. You know, it’s doing taking some action to make that happen.

Matthew Silverman: [00:22:39] So my wife does, um, promotions on WhatsApp groups. She’s like, it’s the sunshine. It’s, um, things to sell, fresh baked cookies and hollow bread, if anyone’s interested. And people, is it all local?

Lee Kantor: [00:22:49] So is it locally based or is this people are ordering from all over the country.

Matthew Silverman: [00:22:53] It’s all local. We don’t, um, shop right now. I think shipping would be a lot more complicated. Um, my eldest daughter aspires to be baked by by Melissa. Um, and she shops all over. Um, and that’s a great story of how this lady was working for somebody in New York. She fired, and she spoke to her brother, and he’s like, you’re not fired. You’re baking your own cookies. And she bakes these delicious cupcakes and cookies.

Lee Kantor: [00:23:18] So, so they’re how do they get the product to the customer.

Matthew Silverman: [00:23:24] Delivery or people pick it up?

Lee Kantor: [00:23:26] And then so it started out organically, like friend group like, hey, my kid’s doing this. And no, I want to support that. And I like that. And it’s high quality enough for them to have repeat orders. It’s not a one time thing. And then it just kind of kind of word of mouth has spread and your.

Matthew Silverman: [00:23:41] Word of mouth. Exactly.

Lee Kantor: [00:23:41] You’re just doing things from a marketing standpoint to encourage word of mouth. Are you doing anything to kind of judge it up in terms of getting more word of mouth, or is it just relying on the community?

Matthew Silverman: [00:23:53] It’s relying on the community. So success is very difficult because there’s a limit of how much they can make. Right? Um, so my daughter can eldest can typically bake like maybe three cakes a week on a really busy week. Most of the time it’s like one cake or maybe like two, three dozen cookies, depending on like how much homework there is, because unfortunately, school gets in the way, right? Um, and then the my little lady, she, I think the most she’s done is probably about 15 pounds of, um, dough, um, in a week, which is a lot. It’s like three big batches. Once she gets to 15 pounds, she’s like, I’m done.

Rachel Simon: [00:24:28] It’s a lot of kneading. I just have to say, looking at some of the pictures, this apple cinnamon pull apart collar looks absolutely amazing. No, it looks amazing.

Lee Kantor: [00:24:37] And obviously if you’re getting repeat orders, they’re doing something right. Right. Exactly. Like somebody will buy something once to help your cause. But if they’re coming back for more, they’re obviously on to something here that you know, you want to encourage as a parent and you want to encourage as a business owner, right? I mean, that’s a that’s a lesson of business, right? If something’s going well, you want to double down on what’s winning.

Matthew Silverman: [00:25:00] Right?

Rachel Simon: [00:25:00] That’s really fun. I see Kids Baking Championship. I bet they like that show.

Matthew Silverman: [00:25:04] So my eldest actually applied for that. But there was a lot of roadblocks to get through. They have to go through an interview, and it’s a pretty extensive application. And you have to know about all these esoteric baking techniques, which are very fancy, but no one’s really going to use them except if you’re in like, a fancy restaurant. Um, so she knew how to bake, but not some of the techniques. So she wasn’t couldn’t get didn’t get through the first round.

Rachel Simon: [00:25:25] I think that’s really fun.

Rachel Simon: [00:25:26] Yeah, she’s gonna be real. All of her friends in college are gonna love her, and she’s baking things for them.

Lee Kantor: [00:25:32] And it’s a skill that they’re going to have for their whole life. Like, this is it’s a wonderful thing that you’re doing for them now. Is there any actionable tips you can share for our folks listening right now that I want to improve my SEO, especially local SEO, I want to be found. I want to be that go to thing of whatever niche that I’m in. What are some of the basics that I can do today that could make a positive difference where I show up in search? Yeah.

Matthew Silverman: [00:26:00] Great question. So I would basically refer to my daughter’s baking business as an example. Um, find out where your limit is, what you can do and stick to that. So if you’re a business and you’re doing local SEO or LinkedIn, even you can do one post a week, do it. If you can do five posts a week, fantastic. Do it, but be consistent. Don’t say you can do 30 posts a week. Do it for a week, burn out and then never do it again. I think that’s worse. Um, in terms of the quality, I think the quality is important. If you’re baking chocolate chip cookies and you’re baking one batch or 500 batches, that first cookie or the 5,000th cookie should all taste the same. And I think that’s important. Your quality of your content should be high quality. It’s grab your business, describe what you do, why you do it, how you help people, whatever makes you different, that type of stuff.

Lee Kantor: [00:26:51] Um, should you be inserting like your daughter? Um, like, should she be saying things like Dunwoody, Sandy Springs, like, really get talk about neighborhoods and things like that in terms of if that’s her target area that she wants to sell into. Like, should you be using that kind of language to signal to the search engines, this must be a local thing. This isn’t just a chocolate chip cookie, and that could be Rachael Ray or Ina Garten, but this is happening here locally in this market. So it would show up locally if somebody in Dunwoody was looking for it.

Matthew Silverman: [00:27:24] Exactly. So in Google my business, there is a way you can select your service area and you need to actually select where you do services, but you do need to follow back and put in your content now servicing XYZ neighborhoods or areas.

Lee Kantor: [00:27:38] And then so within a post you would want to mention that in an elegant non fake way, right? You can’t just say you used to call it keyword stuffing where they would hide invisible words that were important to them, but that isn’t valid anymore, right?

Matthew Silverman: [00:27:53] Yeah. And the other bit of advice I tell people is pretend you’re a customer, put on that customer hat, put on the customer clothes, and look at the business to think, if I wanted this particular service or product, what would I want to see? How would I want to see it? How do I. Make it look good. Look at competitors to see what they do, what are their customers experience look like, and then figure out what do you like about all these competitors? What don’t you like and make the best of all that?

Rachel Simon: [00:28:22] Yeah, that I mean, that makes so much sense. And like I completely agree on your consistency. Point is much better just to do what you can do right and be consistent. Just like I always use the example of like going to the gym, you know, you can only go to the gym twice a week. Just make sure you show up twice a week. Just do it. Just do it. Because otherwise if you miss for four weeks, it’s so much harder to get back into it. Like just keep it up and you can always do more but maintain that consistency, right? Um, well, this has been a really fun conversation. Matthew, what is the best place for people to find you?

Matthew Silverman: [00:29:02] Uh, best place is LinkedIn. Um, so I’m one of those weird marketing people that does not have a website yet.

Rachel Simon: [00:29:10] Which is kind of funny.

Matthew Silverman: [00:29:10] It is funny. So it actually is in draft mode, but I just haven’t clicked the play button because I don’t like the way it looks right now and haven’t quite figured out exactly what I want. So. And that’s okay. Um, a lot of my content’s on LinkedIn. That’s where I share stuff. I try to put value add information there that is helpful to people, non salesy. Um, try to present myself as the digital marketing fiduciary. Um, kind of like akin to financial fiduciary people where they will tell you, well, this is good or this is not good, and basically help people not to jump off a cliff if they think the sky is falling and I is going to take over the world because it’s maybe, maybe not. No one really knows.

Rachel Simon: [00:29:51] To be determined.

Matthew Silverman: [00:29:52] Right?

Rachel Simon: [00:29:53] Um, awesome. Well, we will find you on LinkedIn and definitely also follow. It’s a sunshine I already did. I’m gonna. I can always use pictures of cookies in my news feed, but you can’t.

Lee Kantor: [00:30:04] Get enough of that.

Rachel Simon: [00:30:05] No. Um, awesome. Well, thank you so much for joining us today. This has been a really fun conversation.

Matthew Silverman: [00:30:10] Thank you.

Lee Kantor: [00:30:10] Thank you for being part of the show. You’re doing important work, and we appreciate you. All right. This is Lee Kantor for Rachel Simon. We will see you all next time on Sandy Springs Business Radio.