Focus Faster, Leverage Success

Matt Weber, President at ROAR! Internet Marketing (Altamonte Springs, FL)

In 2007, after nearly a decade of experience in numbers-focused direct-response marketing, Matt Weber used a business broker to buy a small jack-of-all trades agency that provided sales training, traditional media marketing, and a small bit of web development. Over time, that agency became ROAR! Internet Marketing, where Matt is now President. The agency’s forte today? Measurable actions.

In this interview, Matt explains what a buyer can expect from a business broker, how to select one, broker limitations, and a broker’s role in facilitating business acquisitions. He warns that it will be challenging to evaluate transactional opportunities in the next few months. But, he also expects to see a lot of merger and acquisition activity as companies adjust to the COVID-impacted business environment. Matt’s general tips? Agencies will need to be more aware of costs now, “throttle back” on anticipatory hiring, , and eliminate “tool bloat” (buying multiple tools with the same functionality). 

Matt is no stranger to change. In 2007, websites were little more than glorified brochures. Matt shed virtually everything of the original business, rebranded it, and focused heavily on digital marketing conversions and direct response. Early on, 85-90% of the agency’s revenues came from web development.

Today, 80% of his agency’s revenues come from recurring digital marketing services, primarily for three verticals: elective medical (almost recession-proof), recurring-business home services (need-based), and manufacturing (which has a completely different cycle than consumer-based marketing). Matt says, when you focus your efforts on a limited number of verticals, you “leverage your success more effectively,” and follows that with the comment: “Diluted focus yields diluted results.” 

Matt has created a free tool, Smylelytics.com, which he compares to a car’s “check engine” light. (It won’t tell you what is wrong, but it will tell you when to take a look.) Twice a month, Smylelytics evaluates a company’s Google Analytics, translates the information into memorable, themed photographs, and emails the company with the (good/neutral/bad) “news.”

Matt serves as a national trainer for the Grow with Google program, where he presents small- to medium-sized businesses with a one-day class that covers Google My Business, Google Analytics, and Google Data Studio tools. He also speaks at conferences, frequently on the topic of, “5 Things Your Website Is Trying to Tell You but You’re Afraid to Ask.” Here, he provides a brief overview of those 5 things:

  1. Does your website, as a salesperson, feel confident in selling your business? Is it effective in turning leads into sales?
  2. Where should you focus your limited time and budget?What do the analytics show you about which efforts are paying off and which are not? 
  3. Is your landing page making a good first impression? What does your landing report say about what your first-time visitors do on their first visit?
  4. Who likes you best? Focus your efforts on communicating with those who like you the most.
  5. Are certain pages repelling your customers? Stop serving the bad pages.

Mayt is available on his agency’s website at: RoarontheWeb.com or on Twitter @BestWebDesignFL.

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A Million-Brand Mission in a Post-Covid World

Deb Gabor, CEO and Founder of Sol Marketing (Austin, TX)

As a bestselling author and keynote speaker, Deb Gabor, CEO and Founder of Sol Marketing, has, herself, become a “brand.” She defines Sol Marketing as a brand-driven, strategy-led marketing firm in the business of creating irrational loyalty. Irrational loyalty means people are indelibly bonded to a brand. 

When Deb talks about her agency, she does not list the provided services: she feels marketing services have become commoditized. Instead, she presents a passionate vision of what the future could be. She tells people she is on a million-brand mission – to impact a million brands in her career. She believes that the best brands in the world are truly unique – in why they do what they do. Her goal is to strengthen brands: making businesses more sustainable will up-level communities, and, ultimately, help people. 

When the Corona virus hit, Deb’s speaking engagements for the next 6 months were cancelled. She is sheltering at home . . . but not sheltering in her mind. The question was: how was she going to generate income when she could no longer speak at face-to-face events? What could she do? How could she help her company? She mobilized her team and made her personal brand a “client” of the agency. “Figure out how this has impacted us,” she told her team, “and then what we need to do.” 

Deb referenced an interview with James Stockdale in Jim Collins’ book Good to Great. Stockdale was held for 6 years in a Vietnamese POW camp. When asked how he managed to survive, Stockdale explained that he faced the brutal facts of his situation, but also kept up his hope and optimism. Prisoners who were over-optimistic, but refused to face the “brutal facts,” did not do as well.

Deb’s team identified around eight “brutal facts” about how Deb’s brand was impacted by Covid-19. Some issues were solvable, some were not. 

The company pivoted and, got Deb back on track in a new direction – creating information products, building online courses, building sales funnels, and building webinar funnels. Deb identified the assets she needed her team to build, established a schedule, and set targeted monthly income goals for the information products, her speaking, and her book sales. Then, taking things a step further, the company prioritized a something new: authority marketing services for professionals, who, like her, were facing the same challenges. The assets her team built for Deb became a product that could help other speakers, authors, experts, coaches, and consultants. 

Deb says she has never seen a better opportunity than now for “smart people with expertise that can elevate other people in their own businesses, in their lives – I’ve never seen a better opportunity for them to share generously that expertise with other people.” She challenges people to think about: “How can I be indispensable to people at this time? How can I share something that I know or that I can do in a way that helps another person?” In reaching out, Deb says “be helpful, be authentic, be true to your brand.” She now spends around 6 hours a day, every day, presenting public or private webinars, and consulting one-on-one with business leaders, marketers, creators, or people with personal brands who are interested in setting up their brands to thrive during these unusual times.

Deb can be reached through social media and on her website at: debgabor.com, where Deb is posting thought-provoking webinars that explore a post-Covid world. Deb’s books, Branding Is Sex: Get Your Customer Laid and Sell the Hell Out of Anything and Irrational Loyalty: Building a Brand That Thrives in Turbulent Times are available on Amazon.

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