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This is our first guest episode but don’t worry folks this isn’t turning into an interview podcast 😉 We welcome Mat Newton to the show from Tourism Tiger (websites for tour & Activity operators) and host of the Web Agency Podcast. Mat is an online marketer and entrepreneur and member of our location independent entrepreneur community the Dynamite Circle, to talk about niche selection and what he’s up to in the tourism space.
Poor Ben had to edit 4 tracks with this one (3 local recordings and 1 skype call) and did a great job (check the screenshot from Adobe Audition below!) but the internet was lagging a lot so the audio in the middle is a little bit hit and miss but it’s solid at the end where the best part of the discussion is 🙂
01:50 – SCALE 1/10 HOW DID YOU FEEL THE LAST WEEK WENT
Rich – 6/10 – felt ok, will lead to good stuff but nothing that exciting or closing
Ben – 5/10 – decent week, no additional income
Mat – 4/10 – set a bunch of goals, didn’t make enough / progress business as much as liked, being dragged into project management side (Rich then asked the Alex Blumberg on The Tim Ferriss Podcast Part 2 interview on Creative Live question: “So how did that make you feel”!)
DISCUSSION – THE TAO OF THE NICHE…
08:38 – Mat’s background working with Australian marketing agency and why had to leave
11:00 – Mat’s journey into consultancy in the tourism space
11:38 – Mat’s investment in adsense websites with internationalisation of content before Goog came along…
16:20 – Mat’s realisation of not being vulnerable to Google again (similar to Jason Calacanis experience with what happened to Mahalo) – best way to do that is have a brand.
16:47 – Reason for starting Mat’s Web Agency Podcast with his brother Ben in terms of offering an internet marketing whitelabel productized service but realised not for him. Then thought about typical problems of consultancy clients and biggest problem was crappy websites built by web designers who knew nothing about online marketing or conversion rate optimisation
NEW SECTION: INSIGHTS FROM BEN…
17:52 – “That’s like having an interior decorator build your house”[Inspired by Insights from Tyler back in the day on This Week In Startups]
18:28 – How Mat thought about offer productized websites at same time discovered Restaurant Engine by Brian Casel from Bootstrapped Web podcast. Rich thinking about websites for ski chalets but our slack member Mark from chaletengine.com got there first 🙂
19:53 – Mat: “I think most web designers have their model completely wrong. Are you in the business to make designs or are you in the business to help people have a business that makes money. As a web designer you should be selling a monthly service.”
20:45 – how if most marketing channels fail, only need one to get traction – content marketing in Mat’s case after getting into Startup Chile. Mat wrote a book Sell More Tours and doing guest blogging with partner agencies.
23:00 – Mat upselling productized marketing services on top of the website
24:34 – Mat chose Tourism Tiger rather than Tour Tiger to give flexibility to broaden niche out as looking to go into accommodation space next
25:55 – How to determine best B2B niches (Dentists baby) – Mat was looking at the accountant niche too but the content is so tiring
29:20 – Mat’s book pricing strategy on Amazon
29:40 – how Mat got involved in Startup Chile and how building his distributed team
31:25 – how and why Mat is building on top of WordPress + Genesis + advanced custom fields
33:32 – WP Curve + website model – any changes to people’s site they can email it through
34:18 – how customers should be licensing the web software and not be able to port their site to another server
35:00 – discussion around pricing strategy, reselling tour software or affiliate model
36:25 – Ben asks if exit in mind next couple of years
37:28 – income and referral goals
37:56 – Mat set up Linked In Group to demonstrate authority and will be running ads to get people into the group
38:28 – Rich’s realisation that the ski niche within a travel niche is a niche too far
38:50 – how Mat’s role is content, bus dev and sales process
41:00 – discussion about margins and cashflow and how online marketing platforms can get acquired
42:52 – SHOUTOUTS SECTION
Zero to Scale Podcast by our slack member Justin McGill of Leadfuze.com launching 2nd April with co-host Greg Hickman
We’re at 33 members in our slack room and it’s free to join for the first 100 – sign up here.
39:29 – NEXT WEEK IN 30 SECONDS
Ben – launching more campaigns in various niches…?!
Mat – Company retreat and planning session, website launch process, write FAQs for clients.
Rich – transitioning accountantengine.com from a productized done-for-you service to a leadgen model