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What's going on everybody?

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Thank you for tuning in to another episode of the Bronx Attorney Broadcast.

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Today's guest is Matt Halperin.

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And Matt Halperin is the owner of Backstay Digital.

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And what Backstay Digital does is everything to do with websites.

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He can design your website.

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He can do SEO for you, you know, personally.

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He did a website for me.

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He does SEO for prior law.

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You know, I think he's great.

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He is the youngest person, I think, so far to be on the podcast.

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He started this business from his dorm room.

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He's got a lot to say.

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He knows so much about this area.

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And I hope you enjoy the episode.

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All right. How's it going, Matt?

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Thanks for coming on the show today and talking to me.

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Thanks for having me.

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Glad to be here.

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So tell us a little bit about your background.

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Where you grow up?

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You just recently graduated from college.

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Tell me a little bit about that.

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So I'm from Westchester, New York, so a little bit south of where you are in the Bronx.

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And I went to I went to Union College and I had one as an economics major.

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At that time, my goal was to become an investment banker or become a trader

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and work on Wall Street.

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OK, so then I take it that it didn't go that way.

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Yeah. So my first internship, it was at a real estate investment trust.

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And I had enjoyed it at that time.

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But I, you know, I noticed people around me, they really weren't that happy

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where they were. They were kind of clocking in, clocking out.

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And I never really thought much of it now by sophomore year.

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So that's about two years ago.

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I ended up making a switch, switching from economics to political science.

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I just found that I enjoyed I enjoyed writing a little bit more and COVID hit.

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Right. So I was home.

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I had just finished my winter term of school.

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We were on a trimester calendar, so it was a fall, winter, spring.

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And I had nothing to do.

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I was sitting at home just kind of bored out of my mind.

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And I had found a good way to take up time was to start writing.

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So I started writing content for other websites.

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For the purpose of it was SEO, so search engine optimization.

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I know you're very familiar with that.

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You're the big marketing guy, the marketing.

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Right. So, so at that point, when you were doing this,

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were you working for somebody else or were you starting your own business?

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Or I was strictly doing this freelance.

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So I was doing this for you. I was doing it for prior law.

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I was doing it for my father and other small law firms

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that needed content on their website to help drive clients and pick up leads.

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OK, so for somebody who might know nothing about SEO,

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they have a business and they go on and they make a little website.

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It has the name of their business and the address and their photo.

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And that's it, right?

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For someone like that, what is SEO?

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How does that help your business?

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So I think the best example for SEO is when you get a parking ticket or a speeding ticket.

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The first thing you do when you get a speeding ticket, say you're doing 82 and a 50,

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you're going to look up how many points am I facing when I'm doing 32 miles over the limits.

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I'd say most people look that up.

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And if you notice when you look it up,

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the first five or 10 websites are all traffic attorneys.

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And that is what SEO is.

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What they do is they write content on their websites,

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either through blogs or through landing pages.

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And their goal is to capture website traffic for people looking up

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keywords related to what their practice areas are.

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So in their case, they're looking for speeding tickets, clients.

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And then their hopes is that their information on the website will be helpful

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and then they can convert that person into a client.

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Exactly. So they want you to engage with their website.

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They want you to look through their content,

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maybe get a little nervous, think you're going to lose your case.

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If you go higher than that.

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Exactly.

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They have a lot of call to action.

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So if you were a loved one, have been speeding or been ticketed for a speeding ticket in New York,

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call so and so.

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So that's really what SEO is.

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And that's where I started.

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I was strictly writing the content for other web designers and developers.

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And it kind of gave me a little bit of freedom.

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I made a little extra money.

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And I kind of coasted until I'd say the winter.

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And that's when I really decided that I wanted to take my business to the next level

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and start expanding my service areas.

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So when you first got started, did you form an entity to do this under?

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Or did you have somebody that was helping you with it or was it just you under your own name?

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I was really lucky in that my father was a lawyer and he was very prudent in that.

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You know, he told me the first thing you need to do is you need to make an LLC.

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If you get sued, it'll go through your LLC.

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Your assets won't be at risk.

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So he was very, very helpful in guiding me through that.

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But I'd say I really started the business out of necessity.

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Or I guess expanded it out of necessity.

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Because I come back, this is about March of 2021.

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I come back from a trip with my friends and I had no money.

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And I was frantically looking for...

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Try to put some money together.

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Exactly.

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Enjoy yourself at college.

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Exactly.

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I was frantically looking to put together some money, get money together so I can enjoy the rest of my year.

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And I looked to see where the real business was, where people were really making money

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in the digital marketing and web design area.

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And I had realized that it's in the web design.

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The guys that make the websites, they make the money.

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So I kind of emulated their style or their business model in a sense.

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And tried to make it my own at the same time.

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So I had done my first website right when I got back.

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I cold called, found clients.

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I think actually you might have referred me my first clients.

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Oh yeah?

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My first website clients.

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They got my first website.

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Yeah.

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And so you start doing this, did you eventually, when you started, was there somebody helping you with it?

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Or was it just you?

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Or when did you start to look to others to help you?

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It was just me.

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I figured that every dollar that I'm making, I should keep in the company or I should reinvest.

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So I didn't hire anyone else.

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I kind of just put the money towards expanding my capabilities, learning what web design is,

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how to design a website.

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For those of you who don't know a website, it's I guess CSS and HTML are the two main languages

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to design the front end to make it customizable, make it beautiful.

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And this is with WordPress.

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And is that something that you taught yourself or you had classes on?

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Exactly.

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So I taught myself on YouTube and I had taken other courses.

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So I took the rest of my money that I had at the time, I think was around $1,500.

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And I spent all of it on to starting the business and learning how to do this.

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Okay.

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And then so when did you start to, how did that beginning start?

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Did you pick up a lot of clients right away?

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Was it slow and steady working on the same couple websites?

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I'd say it was slow and steady.

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I made the big mistake of not spending half my time looking for clients and looking for

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business and instead just spending all of my time delivering work to my clients.

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So whether it was a landing page or a website, I didn't really focus on my own business.

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It's a little bit ironic because I was a digital marketing business that wasn't doing digital

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marketing for themselves.

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Right.

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And so at this, you know, you said it was during COVID, your sophomore year,

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you found this way to make money.

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Is it, did you always want to start a business during college or, you know, was it just,

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you didn't know what you could get a job doing in the middle of COVID?

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I'd say it was more the latter.

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I think it was the uncertainty.

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Not a lot of people were hiring.

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If they were hiring and they're usually hiring people that are older than me,

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because I was a sophomore going into junior year at that time, they were hiring juniors

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going into senior year, you know, people that could work for them after.

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And there just wasn't that much of a market for people that were like me young and that

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wanted to work in an office setting.

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So I got, I guess I kind of made my own office.

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Was that jobs in general or was that more in this sort of website design and SEO space?

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So now that's the interesting part.

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I'd never really considered the website design or digital marketing space.

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Until I started doing it for myself, because at that point I was strictly set or dead set on

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just finance.

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I wanted to be an investment banker.

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I wanted to make a ton of money and that was how I was going to do it.

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But I learned at the time that entrepreneurs,

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that entrepreneurial route was the best way to make money.

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If you don't want to work in finance or in those other,

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I guess they call them high paying industries,

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because you have the freedom to own your own business, do what you want,

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and hopefully enjoy doing it at the same time.

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All right.

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And then growing up, you know, I know you said you're looking at finance right before college,

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but growing up, did you have any sort of, you know, aspirations to be a business owner or was

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it re-dialed in on finance?

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I was really dialed in on finance, but looking back, I can kind of see how the puzzle kind of

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fixed itself, because I was actually talking to this last night with my parents.

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I had sold duct tape wallets in middle school, and I was always kind of hustling when I was growing up.

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Yeah.

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And exactly.

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Get some money, go to CVS, and get a Snickers bar.

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Gotcha.

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And looking back, I guess it was kind of meant to be in a way, because I'd always enjoyed that

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hustle mentality, you know, what you make is what you keep, not just clocking in, clocking out,

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where you kind of can't take, have an appreciation for your work.

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Gotcha.

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So now you're looking at going to law school, right?

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Yeah.

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And so that, how did law school come into the fall then, and how does your current business,

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how does that, you know, work with law?

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So I never thought about this until recently, but the idea of me doing the digital marketing

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and SEO specifically at first, at least specifically for law firms, the idea behind that was that I

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can go to law school, become an attorney, a plaintiff's attorney like you, and being able to bring

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in clients through a website would be an asset to myself, because I'd be able to bring in my own

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clients and hit the ground running.

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So you're going to use your experience in website design and SEO to eventually, do you want to own

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your own law firm?

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I hope so.

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Gradually.

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That's exactly what I want.

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I wouldn't be an entrepreneur if I didn't own my own law firm.

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Okay, so you're going to use your experience to kind of get yourself the clientele that you need?

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I hope so.

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So tell me a little bit about where your business is at now.

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You know, how many clients do you have?

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Do you, what locations do you have clients in, where do you work?

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So we have two offices now.

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We have one base in Westchester where it started, and then our new office is on Madison Avenue,

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48th and Madison, and I guess when we first started doing websites, we were doing maybe

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one every two months.

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In July alone, we did eight websites, which was great.

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It was the most we've ever done, and that's actually what forced me to expand the business.

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I call it the lawyer's mentality, where you try to do everything on your own until you just

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physically can't handle the work, and then you start hiring, starting with an associate,

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and then more and more and more.

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So as of now, we have two other employees, three total.

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One that specializes in web development, and the other that specializes in digital marketing and SEO.

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Okay, and what's the name of your business again?

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Backstay Digital.

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So, I don't know if we said it at the top, so.

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It's a weird name.

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So the Backstay Digital, the Backstay is the part of a sailboat that holds up your mast.

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Okay, and if you lose the backstay, you lose your mast, you drop it, and you're in a really bad

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situation.

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So in a way, it's kind of the most important part of the boat that no one ever talks about.

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And that's what I wanted my web design and digital marketing company to be like,

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you know, something that you don't realize how integral it is until you don't have it,

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or until you really need it.

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Gotcha.

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So what I say is, good web design, you can tell, great web design, you can never tell.

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I like to be invisible in the sense that you don't realize that we're there,

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but if you're in a business, you know how important we are to helping you bring in clients and,

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you know, maintaining a nice professional digital presence.

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And that's what I really wanted, and then that's what we're hoping to achieve over the next five to

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ten years.

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Okay, and then, so what, when you're building a good website, what types of components to a website

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do you need?

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I always try to go for the visually pleasing functional type of website.

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So for example, a new thing I'm doing is on the front homepage of every website,

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I try to do montages.

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I'll show you to a little later, maybe we can post it up, but the montage is essentially

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like a video slideshow that has become a new digital marketing trend in the last,

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I'd say six to nine months.

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So I'm always trying to kind of come up with new concepts that will allow me to create new,

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exciting, and unique content for my clients.

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Okay.

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I'd say that's where, that's where I am right now.

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And it's something that I think will help us grow in the next five to ten years.

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Essentially, finding out what's hip, what's new, and if it doesn't exist, creating it for our

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clients, because we always say we like to offer them, you know, full 360 control over the website

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in terms of what they want, without them having to sit down at the computer and tell me exactly

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what to do.

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And that's in the web design.

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That's in the web design.

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And I'd say that's actually the biggest trend in the next, I'd say the next five to ten months

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is you're going to see a lot of websites with a front homepage, the top area is always a

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slideshow or a video.

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And what, like, what is it a slideshow of, like, what that business does and the people who work

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there?

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It could either be a slideshow of the business itself.

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So if you're a power washing company, it could be a slideshow of a ASMR type video,

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where they're power washing graffiti off a wall.

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I'm actually doing a website right now for a digital media company that specializes in drone

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videography.

265
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Okay, that's a pretty easy one to get some footage for.

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You can't get bad footage on a drone, that's what I always say.

267
00:14:33,040 --> 00:14:41,440
So when you want to be findable online, the number one place to go for that is Google, right?

268
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Yeah, because Google is, you know, no one says I Bing this the other day.

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No one uses Bing.

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Google is the bees knees.

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It is what people use.

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It's what people search with.

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And it is the best way to get yourself in front of a big audience.

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So what do you have to do for a website so that it's climbing that ranks to be coming on the first

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three or five pages of Google?

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I'd say the most important thing you can do for your website is post every day or post at least,

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you know, once a week.

278
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And what types of things should you be posting?

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So it depends on the industry.

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You know, if you're a website designer, for example, like myself, I'll post on my website,

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you know, new content about digital marketing trends.

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You're a lawyer, so you look at a post about stuff that's related to your practice areas.

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So for example, last year, trip and fall accident went up 10%.

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Year over year, COVID could have played a role in it, but it's an interesting statistic,

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nonetheless, and it's something that could help you get in front of people.

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And so that's through blog posts.

287
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Exactly.

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You're doing this and you will write content for people like attorneys who need this kind of

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Exactly.

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Words on a page type of thing to stay relevant.

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So we write exactly.

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So we write, you know, 1000 to 1500 word blog posts.

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The blog posts kind of answer questions that you might have.

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So for example, you get hit by a car.

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You might want to know what kind of damages you can collect, what kind of compensation.

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A good blog post or landing page will talk about the different types of compensation

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may be entitled to such as pain and suffering, wrongful death, loss of consortium, the kind

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of things that the courts pay out.

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So you really have to tailor your content to what your audience is looking for and what

300
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your demographic is looking for.

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So if you're a personal injury attorney in the Bronx, for example, you might be looking for

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someone that's a construction worker because there's demographically there's a lot more

303
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construction workers in the Bronx than there would be in large Montignor or Ryan New York.

304
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Because the business is in the Bronx and in Manhattan, that's where people live.

305
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So you might want to tailor your blog post towards scaffolding accidents, trip and fall

306
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accidents related to construction work, electrocution, stuff like that stuff that your demographic

307
00:17:02,240 --> 00:17:06,560
or your target demographic would look up and would engage with.

308
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Because engagement rates are really what you're looking for.

309
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Because the more people engage with your website, the more likely they are to retain your

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services or to buy your product.

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And that goes for any industry, whether you're working in wealth management as a financial

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advisor, you're working as an attorney, or if you're just trying to sell a product,

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for example, a wee wee pad.

314
00:17:27,280 --> 00:17:34,160
Okay. And so when you say engage with you, is that the time that's spent on the website

315
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itself or on the page?

316
00:17:34,960 --> 00:17:35,680
Exactly.

317
00:17:35,680 --> 00:17:39,840
So we track everything on any website through Google Analytics.

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So we like to see how people are getting to a website, whether it's through ads,

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if it's organic, if it's through social media.

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And then we like to see how long they spend on your website and how long they spend on

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each page.

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And that's a very good predictive indicator for whether or not they'll A, be back, and

323
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B, will retain your services.

324
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I'd say it's not as great for the latter.

325
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However, people that spend more than three to four minutes on a website,

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generally come back to that website.

327
00:18:06,240 --> 00:18:10,240
And so you're able to tell all of this information from what?

328
00:18:10,240 --> 00:18:11,360
From Google Analytics.

329
00:18:11,360 --> 00:18:15,760
So one of the employees I have, the digital marketing specialist, is very good with Google

330
00:18:15,760 --> 00:18:16,320
Analytics.

331
00:18:16,960 --> 00:18:18,720
He can track engagement rates.

332
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That's what he does.

333
00:18:19,360 --> 00:18:20,880
He's a data analytics person.

334
00:18:21,440 --> 00:18:24,800
So I'd say that's his area of expertise.

335
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But what I can tell you is that we can pretty much track a person's general behavior on

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any website that we operate.

337
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And that allows us to create better content, target our ads a little bit better for using

338
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advertising as a model, and generally speaking, assess how well the website is doing.

339
00:18:43,680 --> 00:18:44,240
Okay.

340
00:18:44,240 --> 00:18:49,200
So how exactly do you change your approach based on that information that you're finding

341
00:18:49,200 --> 00:18:50,320
in Google Analytics?

342
00:18:50,320 --> 00:18:52,160
I think you touched on a little bit, but.

343
00:18:52,160 --> 00:18:57,920
So for example, if we're, I say the best example I can give you is with the one wheel

344
00:18:57,920 --> 00:18:59,840
campaign we recently finished.

345
00:18:59,840 --> 00:19:04,560
So the one wheel, one wheels, as you know, there are these big one wheel skateboards and

346
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we're creating content to raise awareness for their defects.

347
00:19:09,280 --> 00:19:09,760
Right.

348
00:19:09,760 --> 00:19:12,160
And we were doing this for an attorney.

349
00:19:12,160 --> 00:19:18,480
So we found that the, at first we started advertising strictly in New York City and Manhattan

350
00:19:19,200 --> 00:19:20,320
and the outer boroughs.

351
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So strictly in that area, but what we had filled the realize in the first month was that

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these boards cost 12, 13, $1400 and they go 20 miles an hour.

353
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They might not want to, people might not want to ride these boards in condensed cities where

354
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they can take subways where they may not want to walk around with a 20 pound board.

355
00:19:40,240 --> 00:19:41,040
Okay.

356
00:19:41,040 --> 00:19:46,240
So what we did was we changed the, or we did an IBM, I call it, we completely pivoted

357
00:19:46,240 --> 00:19:51,280
and we went towards suburban areas where people are more likely to be on a skateboard or a

358
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bike for more than one mile.

359
00:19:52,960 --> 00:19:53,520
Okay.

360
00:19:53,520 --> 00:19:58,160
And kind of understanding our demographic and who we're looking for, essentially for

361
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one wheel, I guess it would be their client or their customer for us, our clients, allowed

362
00:20:03,440 --> 00:20:08,640
us to better place our ads, save money and more importantly get cases.

363
00:20:08,640 --> 00:20:12,480
We call them viable leads, potential leads.

364
00:20:12,480 --> 00:20:18,240
And essentially just changing our demographic where we advertised to was the most effective

365
00:20:18,240 --> 00:20:23,040
way and that was done, that was best done through Google Analytics because it's a lot

366
00:20:23,040 --> 00:20:28,080
of efforts because Google Analytics essentially told us that people don't engage with our posts,

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00:20:28,080 --> 00:20:33,440
they don't like to see these one wheel ads or these one wheel accident attorney ads.

368
00:20:33,440 --> 00:20:40,080
So what we did was we scrapped the projects, we, from the bottom up, ran a whole new advertising

369
00:20:40,080 --> 00:20:42,960
campaign and it's been wildly successful since.

370
00:20:42,960 --> 00:20:43,760
Okay.

371
00:20:43,760 --> 00:20:50,400
And so before we get to, to talk a little more about ads, you know, why should somebody

372
00:20:50,400 --> 00:20:52,960
pay you to create content for their website?

373
00:20:52,960 --> 00:20:57,280
Because everybody's in the back of their head is like, I know this better than everybody else,

374
00:20:57,280 --> 00:20:57,680
right?

375
00:20:57,680 --> 00:21:00,320
I should just write the content for my own website.

376
00:21:00,960 --> 00:21:04,800
Well, I would say when you work with a digital agency or a creative agency,

377
00:21:05,520 --> 00:21:07,920
we generally understand people pretty well.

378
00:21:07,920 --> 00:21:13,280
So you might understand your demographic and you know, your ideal customer, your ideal client,

379
00:21:13,280 --> 00:21:18,080
but we can do it just as well and we can work essentially in the background what you can

380
00:21:18,080 --> 00:21:19,520
focus on your business.

381
00:21:19,520 --> 00:21:22,880
Okay. I think that's a big thing about, you know, focusing on your business.

382
00:21:22,880 --> 00:21:23,440
Exactly.

383
00:21:23,440 --> 00:21:28,800
Because my biggest problem was, like I said before, I was a digital marketing agency that

384
00:21:28,800 --> 00:21:32,800
wasn't doing any digital marketing for themselves because I was too busy doing it for other people.

385
00:21:32,800 --> 00:21:37,040
When you operate a business, your customer, your clients generally come first and you're

386
00:21:37,040 --> 00:21:38,560
working long hours often.

387
00:21:38,560 --> 00:21:42,640
If you're an entrepreneur, a lot of the time you're not working in normal nine to five,

388
00:21:42,640 --> 00:21:45,760
you're working to finish the work that's put in front of you.

389
00:21:45,760 --> 00:21:50,720
And that could be, you know, 8am to 12am or it could be two or three hours a day.

390
00:21:50,720 --> 00:21:51,440
It really depends.

391
00:21:52,000 --> 00:21:57,040
But when you're focused on your business, you should really be focusing strictly on getting

392
00:21:57,040 --> 00:22:02,400
the work done and delivering good quality products or services, not just finding clients.

393
00:22:03,280 --> 00:22:05,200
Because they'll, they're really impede.

394
00:22:05,200 --> 00:22:06,400
You can't do two things at once.

395
00:22:06,400 --> 00:22:07,600
You can't be a digital marketer.

396
00:22:07,600 --> 00:22:08,480
You can't be a lawyer.

397
00:22:08,480 --> 00:22:09,280
Well, maybe you can.

398
00:22:09,280 --> 00:22:16,400
But for most businesses, it just doesn't make sense the way they to allocate your time

399
00:22:16,400 --> 00:22:18,560
split between two very important things.

400
00:22:19,360 --> 00:22:25,040
When you could be, you know, perfecting your product or service and letting it agency deliver

401
00:22:25,040 --> 00:22:26,560
you clients and potential leads.

402
00:22:27,520 --> 00:22:27,840
Okay.

403
00:22:27,840 --> 00:22:30,560
And then so you're talking about ads.

404
00:22:30,560 --> 00:22:35,120
Do you help people with ad campaigns as well for their, for their business?

405
00:22:35,120 --> 00:22:36,720
Yeah, that's a big part of what we do too.

406
00:22:36,720 --> 00:22:41,120
We do PPC ads, we call it pay per click as well as social media ads.

407
00:22:41,120 --> 00:22:45,360
Those allow us to get in front of a bigger audience, you know, get in front of 30 to

408
00:22:45,360 --> 00:22:47,040
300,000 people.

409
00:22:47,040 --> 00:22:52,720
But at the same time, we like to post at the same rate, you know, three to five times a

410
00:22:52,720 --> 00:22:54,240
month, the very least.

411
00:22:54,240 --> 00:23:00,400
And what that allows us to do is essentially create organic content and promote the page

412
00:23:00,400 --> 00:23:01,200
at the same time.

413
00:23:01,200 --> 00:23:04,480
Think of it like the TikTok effect.

414
00:23:04,480 --> 00:23:09,920
You know, you see, you see something that's in front of you and ad, you click on the page

415
00:23:10,720 --> 00:23:15,440
and sometimes you scroll through five, 10, 15 other videos and you engage with this.

416
00:23:16,080 --> 00:23:21,360
And that's only possible because they're posting this content regularly online and

417
00:23:21,360 --> 00:23:25,920
Facebook or Meta will even tell you it's not even worth advertising your services if

418
00:23:25,920 --> 00:23:28,960
you're not posting consistently every month or every week.

419
00:23:29,600 --> 00:23:29,920
Okay.

420
00:23:29,920 --> 00:23:33,920
So you want to hook somebody with one post and then have them collect on the website

421
00:23:33,920 --> 00:23:35,120
looking at everything else.

422
00:23:35,120 --> 00:23:36,160
Exactly.

423
00:23:36,160 --> 00:23:42,160
So think of the, for as a fishing metaphor, think of the ad as a hook that's 100 yards

424
00:23:42,160 --> 00:23:49,520
out from your, from the dock or think of the ad as chum, rather, for you in the fishing

425
00:23:49,520 --> 00:23:49,760
method.

426
00:23:49,760 --> 00:23:56,160
Your ads are chum and you have hooks right around the boat that allows whales and sharks

427
00:23:56,160 --> 00:23:57,200
to come in.

428
00:23:57,200 --> 00:23:58,560
That's really what it is.

429
00:23:58,560 --> 00:23:59,040
Exactly.

430
00:23:59,040 --> 00:24:00,400
You can sail your fish.

431
00:24:00,400 --> 00:24:04,960
Convert our traffic into leads or leads into clients or customers and the customers and

432
00:24:04,960 --> 00:24:06,800
clients into your bottom line.

433
00:24:06,800 --> 00:24:07,440
Okay.

434
00:24:07,440 --> 00:24:10,880
And this might sound like a stupid question, but what, what is pay per click?

435
00:24:10,880 --> 00:24:17,600
So pay per click are the types of ads on Google and on Facebook or Instagram on social media.

436
00:24:17,600 --> 00:24:22,320
They charge you for every time someone clicks on your website for every engagement.

437
00:24:22,960 --> 00:24:27,280
So there are two types of ways of measuring ad traffic or measuring traffic to a website.

438
00:24:27,280 --> 00:24:32,080
There are engagements, which are people interacting, for example, on Facebook or Google, that'll

439
00:24:32,080 --> 00:24:34,160
be a click that redirects you to your website.

440
00:24:34,160 --> 00:24:40,240
And there are impressions or views, no different from a YouTube view, just whether or not someone

441
00:24:40,240 --> 00:24:41,040
scrolled through.

442
00:24:41,040 --> 00:24:42,160
Got it.

443
00:24:42,160 --> 00:24:46,720
And there are a lot of different ways to track engagement, but with PPC or pay per click ads,

444
00:24:46,720 --> 00:24:51,200
it strictly comes down to how often they click on the, the advertisement link to get to your

445
00:24:51,200 --> 00:24:51,680
website.

446
00:24:52,320 --> 00:24:55,680
And in some practice areas or some industries, that's great.

447
00:24:55,680 --> 00:25:02,480
You know, if you're a contractor in some areas, that could be a great way to bring in business

448
00:25:02,480 --> 00:25:10,240
or lawyer, but in more cases than not, I'd say most of the time, pay per click ads become

449
00:25:10,240 --> 00:25:13,440
pretty expensive, which is why we choose SEO.

450
00:25:14,000 --> 00:25:14,640
Gotcha.

451
00:25:14,640 --> 00:25:20,480
So if you're selling, you know, a product or service that's worth a lot of money,

452
00:25:20,480 --> 00:25:25,120
pay per click could be more beneficial because of how expensive it is.

453
00:25:25,120 --> 00:25:25,600
Exactly.

454
00:25:25,600 --> 00:25:30,720
So one click on a construction accident advertisement on Google, if you look up construction

455
00:25:30,720 --> 00:25:38,560
attorney, that'll cost between 35 on the very low end, but more likely closer to $350 per

456
00:25:38,560 --> 00:25:40,160
click just for one click.

457
00:25:40,160 --> 00:25:43,360
And that doesn't even ensure you will receive a client out of it.

458
00:25:43,360 --> 00:25:48,080
So we choose SEO because it's a little slower, but it's an organic way of bringing people

459
00:25:48,080 --> 00:25:49,280
to your website.

460
00:25:49,280 --> 00:25:55,040
And sometimes we actually do SEO and PPC at the same time, which is the same thing that

461
00:25:55,040 --> 00:25:59,280
we do on social media where we advertise and add content.

462
00:25:59,280 --> 00:26:03,760
And essentially allows us to get engagements with our content and help push it higher on

463
00:26:03,760 --> 00:26:04,160
Google.

464
00:26:05,040 --> 00:26:10,480
And there's a lot you can do with the social media advertisements as well in terms of looking

465
00:26:10,480 --> 00:26:12,080
at your audience, right?

466
00:26:12,080 --> 00:26:12,960
Yeah, absolutely.

467
00:26:12,960 --> 00:26:18,560
If you have a business account with Instagram, TikTok or Facebook, you have access to all

468
00:26:18,560 --> 00:26:19,520
their analytics.

469
00:26:19,520 --> 00:26:25,040
And I guess from a normal person standpoint, that's not really immersed in this digital

470
00:26:25,040 --> 00:26:25,760
marketing area.

471
00:26:25,760 --> 00:26:29,440
It's a little overwhelming because you don't realize how much data they collect from you.

472
00:26:30,320 --> 00:26:37,760
So how specifically can you pinpoint your target customer, that is the ideal customer

473
00:26:37,760 --> 00:26:40,240
for your client's business?

474
00:26:40,880 --> 00:26:44,400
So some of it comes down to rationalizing understanding consumer behavior.

475
00:26:44,400 --> 00:26:47,440
And I'd say our company is pretty good at that.

476
00:26:47,440 --> 00:26:51,680
We can understand who our target demographic, our target audiences and tailor our content

477
00:26:52,320 --> 00:26:55,200
to that demographic, to that audience.

478
00:26:55,200 --> 00:27:02,960
However, with the power of the meta data that they offer us or meta being Facebook, Instagram,

479
00:27:03,600 --> 00:27:08,320
we can actually see exactly how long people are spending on our posts, how well they're

480
00:27:08,320 --> 00:27:09,200
engaging.

481
00:27:09,200 --> 00:27:13,200
And they won't give you the actual timer, but every time you scroll through an Instagram post,

482
00:27:13,760 --> 00:27:14,960
a timer starts off.

483
00:27:14,960 --> 00:27:19,840
So you scroll to my post, one, two, three, four, you scroll down and the timer resets.

484
00:27:20,480 --> 00:27:24,480
And they have a very good understanding of how people are engaging with your content.

485
00:27:24,480 --> 00:27:27,200
They don't necessarily give you those tools or the raw data.

486
00:27:27,200 --> 00:27:31,840
However, they do have a very robust platform that allows us to better understand our

487
00:27:31,840 --> 00:27:35,840
engagements in our audience because no one's engaging with your post.

488
00:27:36,400 --> 00:27:38,720
What's the point of posting at that point?

489
00:27:38,720 --> 00:27:44,800
This episode of the Bronx Attorney Broadcast was brought to you by me, Will Ferreiro.

490
00:27:45,440 --> 00:27:50,080
I'm an attorney of prior law right here in the Bronx, and we primarily practice in personal

491
00:27:50,080 --> 00:27:50,480
injury.

492
00:27:50,480 --> 00:27:56,560
However, we do also do a variety of areas of practice.

493
00:27:56,560 --> 00:28:00,800
So I can help you with just about any sort of legal issue that you might have.

494
00:28:00,800 --> 00:28:04,400
I'm admitted to practice both in New York and New Jersey.

495
00:28:04,400 --> 00:28:08,640
And if it's not something that I can personally help you with, I can connect you with

496
00:28:08,640 --> 00:28:14,560
someone in my network of attorneys who is best equipped to help you with your legal issue.

497
00:28:14,560 --> 00:28:18,880
You can find me on Instagram and on Twitter at Bronx Attorney.

498
00:28:18,880 --> 00:28:26,560
You can send me an email, Ferreiro at prior law or call me at the office, 718-829-0222.

499
00:28:26,560 --> 00:28:27,440
And now back to the show.

500
00:28:28,240 --> 00:28:28,560
All right.

501
00:28:28,560 --> 00:28:31,680
And back to Google searches.

502
00:28:31,680 --> 00:28:38,160
How important is it to have a Google My Business account and to be collecting reviews?

503
00:28:38,160 --> 00:28:39,760
Because that could be really teeny.

504
00:28:39,760 --> 00:28:42,080
That is critical.

505
00:28:42,720 --> 00:28:44,320
So there are two types of SEO.

506
00:28:44,320 --> 00:28:48,800
There's on one side, there's local SEO, and then there's national level SEO.

507
00:28:48,800 --> 00:28:50,640
National level SEO, very easy.

508
00:28:50,640 --> 00:28:55,280
Think of it as, you know, you look up one real attorney, construction attorney,

509
00:28:55,280 --> 00:29:00,880
and what pops up on Google on the first page, that's national level SEO, I call it.

510
00:29:01,440 --> 00:29:05,840
Local SEO is also equally as important, especially if you're tailoring your services

511
00:29:05,840 --> 00:29:07,520
to a certain area or industry.

512
00:29:07,520 --> 00:29:13,440
So for example, Bronx Attorney, a local SEO is critical because if someone looks up

513
00:29:13,440 --> 00:29:18,240
attorney near me or attorney in the Bronx, all the Google businesses show up.

514
00:29:18,240 --> 00:29:20,560
And the way Google ranks them is not random.

515
00:29:20,560 --> 00:29:26,080
It's ranked often based off the reviews, based off how many people engage with them.

516
00:29:26,080 --> 00:29:31,440
So having a lot of reviews on your Google page is very, very important.

517
00:29:31,440 --> 00:29:34,960
And also setting up your Google business page in a way that you can,

518
00:29:34,960 --> 00:29:41,520
you list out your services, so those keywords are indexed with Google is very important

519
00:29:41,520 --> 00:29:44,480
because if someone looks up, maybe contract attorney near me,

520
00:29:44,480 --> 00:29:47,920
you might not show up if you don't offer that as a practice area with Google.

521
00:29:48,480 --> 00:29:48,800
Got it.

522
00:29:48,800 --> 00:29:52,880
And that's actually in Google's, the way you set up your business.

523
00:29:52,880 --> 00:29:53,360
Exactly.

524
00:29:53,360 --> 00:29:54,880
That's in Google business specifically.

525
00:29:54,880 --> 00:29:57,040
So when you set it up, they'll give you all these questionnaires,

526
00:29:57,040 --> 00:29:58,880
and a lot of the time people just skip them over.

527
00:29:59,520 --> 00:30:02,320
But that is a big mistake if you do.

528
00:30:02,320 --> 00:30:03,840
Yeah, you gotta go back in and look at mine now.

529
00:30:03,840 --> 00:30:04,960
I took care of you.

530
00:30:06,400 --> 00:30:12,800
So, you know, it sounds like you need all of these things to be taken care of,

531
00:30:12,800 --> 00:30:18,880
to really have your advertising and SEO to be successful, right?

532
00:30:18,880 --> 00:30:24,240
Yeah, I would say it's like a Rubik's Cube in that you need every side to be perfect,

533
00:30:24,240 --> 00:30:25,440
or to align nicely.

534
00:30:26,080 --> 00:30:30,720
It's going to be very hard to get clients these days as a lawyer,

535
00:30:30,720 --> 00:30:33,520
if you don't have a website, but you have a very good Google business page,

536
00:30:33,520 --> 00:30:34,880
or vice versa.

537
00:30:34,880 --> 00:30:40,640
So you need to have kind of every side of the, I guess, of the Rubik's Cube there.

538
00:30:40,640 --> 00:30:44,480
I guess it's done the very best analogy, but that's all I can come up with.

539
00:30:45,520 --> 00:30:52,560
So, I mean, it seems like now there's so many businesses that are offering what you're offering,

540
00:30:52,560 --> 00:30:53,040
right?

541
00:30:53,040 --> 00:30:57,840
I get emails that have since been filtered out of my email, you know, for a ton of them.

542
00:30:57,840 --> 00:31:02,320
So why should people hire you to take care of this for them?

543
00:31:02,320 --> 00:31:07,920
I'd say we're results driven, and that I say several different reasons.

544
00:31:07,920 --> 00:31:11,600
The first one we're results driven, and that we don't charge an exorbitant amount of money

545
00:31:11,600 --> 00:31:13,520
until we start delivering new clients.

546
00:31:14,240 --> 00:31:22,400
But the biggest, I guess, distinction with my company is that we have real people that are

547
00:31:22,400 --> 00:31:24,640
good at writing, doing our content.

548
00:31:24,640 --> 00:31:25,920
And that's at the basic level.

549
00:31:27,040 --> 00:31:31,600
A lot of the reason I got into this industry was I noticed that a lot of the content writers,

550
00:31:31,600 --> 00:31:34,800
a lot of the copywriters just weren't producing good content.

551
00:31:34,800 --> 00:31:40,160
The attorneys were spending an hour, hour and a half making red lines and delivering it back

552
00:31:40,160 --> 00:31:45,680
to the copywriter or the copy editor, and it just wasn't efficient for them.

553
00:31:45,680 --> 00:31:51,600
And so is that because they're writing with poor grammar or they don't know the subject matter?

554
00:31:51,600 --> 00:31:52,240
Exactly.

555
00:31:52,240 --> 00:31:53,360
So it's a little bit of both.

556
00:31:53,360 --> 00:31:54,400
They don't know the subject matter.

557
00:31:54,400 --> 00:31:55,360
They have poor grammar.

558
00:31:55,360 --> 00:31:58,240
And also they don't know how to implement their keywords in.

559
00:31:58,240 --> 00:32:02,720
So they don't know how to add the main keywords, the primary keywords.

560
00:32:02,720 --> 00:32:04,240
We call them the secondary keywords.

561
00:32:04,240 --> 00:32:08,640
So a primary keyword could be a Bronx need or a employment attorney.

562
00:32:08,640 --> 00:32:10,800
And the secondary keyword could be weights theft.

563
00:32:11,520 --> 00:32:17,120
You need to be able to embed those keywords into your article or just say implement them rather.

564
00:32:17,120 --> 00:32:20,880
Because if you don't, then there's no point in posting it because you're not going to target

565
00:32:20,880 --> 00:32:23,360
any specific search queries.

566
00:32:23,360 --> 00:32:25,680
So that's one thing that really sets us apart.

567
00:32:25,680 --> 00:32:30,320
And I think another thing that sets us apart is I guess the quality of our services.

568
00:32:30,960 --> 00:32:36,080
We tend to deliver, at least I like to think we deliver pretty good websites.

569
00:32:36,080 --> 00:32:38,000
And we tend to be pretty responsive.

570
00:32:39,520 --> 00:32:43,840
So I think that's a big distinction between us and a lot of other companies.

571
00:32:45,040 --> 00:32:46,800
I mean, I like our websites to be in front.

572
00:32:46,800 --> 00:32:48,720
So that's actually that.

573
00:32:48,720 --> 00:32:49,280
Thank you.

574
00:32:49,280 --> 00:32:52,960
So I'd hope that that's a big distinction.

575
00:32:52,960 --> 00:32:56,800
You know who you're dealing with a lot of the time we deal with referrals.

576
00:32:56,800 --> 00:32:59,360
So a lot of the time people can see what we've already done.

577
00:33:00,320 --> 00:33:03,120
And generally speaking, people like our websites.

578
00:33:03,120 --> 00:33:06,560
We give them full creative control over the website if they would like it.

579
00:33:07,120 --> 00:33:10,320
If they're not really sure what they want, we always deliver mockups.

580
00:33:10,320 --> 00:33:14,640
I mean, you give them kind of an option or multiple options to choose what they like.

581
00:33:15,200 --> 00:33:18,320
And we don't use templates and we pride ourselves on that.

582
00:33:18,320 --> 00:33:20,960
We don't like to use themes or templates if we can help it.

583
00:33:20,960 --> 00:33:22,720
We like to make our own theme files.

584
00:33:22,720 --> 00:33:26,560
If you're looking for a template or something that you go online and you download it.

585
00:33:26,560 --> 00:33:27,040
Exactly.

586
00:33:27,040 --> 00:33:32,560
So we don't like to do that if we can help it because that doesn't help with the SEO.

587
00:33:32,560 --> 00:33:34,000
That really impedes it.

588
00:33:34,000 --> 00:33:37,440
And that's one thing that also is a distinction really sets us apart.

589
00:33:38,000 --> 00:33:42,720
When you're dealing with a lawyer's website, that's a WordPress theme, for example,

590
00:33:43,680 --> 00:33:46,800
50, 500 other lawyers could be using that.

591
00:33:47,440 --> 00:33:49,840
And a lot of the content people just don't change.

592
00:33:49,840 --> 00:33:54,240
We will fight for you could be use across 5000 websites.

593
00:33:54,240 --> 00:34:01,760
So using the having a bottom up creative agency like us allows you to have full creative control

594
00:34:01,760 --> 00:34:04,560
and have a website that's unique and SEO friendly.

595
00:34:04,560 --> 00:34:08,400
And that's a big distinction and sometimes a little bit more expensive.

596
00:34:08,400 --> 00:34:13,360
But at the end of the day, you want to have something that's yours and you like it's like buying a watch.

597
00:34:13,360 --> 00:34:18,080
I say you have to love it and it has to be useful for you.

598
00:34:18,080 --> 00:34:21,280
And I think we deliver a web we for all of our clients.

599
00:34:21,280 --> 00:34:22,640
I think we deliver both of those.

600
00:34:22,640 --> 00:34:28,640
I think we deliver websites that are SEO friendly that allow a client to bring in business and help them in the long term.

601
00:34:28,640 --> 00:34:30,800
And they're visually pleasing.

602
00:34:30,800 --> 00:34:32,960
We have a good user experience.

603
00:34:32,960 --> 00:34:34,240
We have great design.

604
00:34:34,240 --> 00:34:35,600
At least I think we have great designs.

605
00:34:35,600 --> 00:34:36,400
I always say that.

606
00:34:36,400 --> 00:34:40,800
And I think that's what sets us apart.

607
00:34:40,800 --> 00:34:42,560
And that's what I pitched my clients.

608
00:34:42,560 --> 00:34:43,040
Okay.

609
00:34:43,040 --> 00:34:49,520
You ever deal with apprehensive clients because of how young you are as you were doing this in college?

610
00:34:49,520 --> 00:34:53,680
So I wouldn't say I deal with apprehensive clients based off my age.

611
00:34:53,680 --> 00:35:09,040
I think clients tend to be they tend to be unsure because based off their age, I've noticed that selling a website to someone that's in their 40s is a lot easier than selling a website to someone that's 60, 65.

612
00:35:09,040 --> 00:35:25,040
Just because when you're in your 40s, you tend you generally speaking, you've grown up with this technology, you understand you were through the dot com era where you understand how important a website could be versus, you know, someone that's older has been in business for quite a long time.

613
00:35:25,040 --> 00:35:31,040
They deal often they deal based off their or they get clients based off their reputation or based off referrals.

614
00:35:31,040 --> 00:35:39,040
And I'd say that's the biggest that's the that's the biggest trend that I've noticed.

615
00:35:39,040 --> 00:35:51,040
I always like to ask people about that because every once in a while, the potential clients eyes are bug out of their head and they realize that I'm their attorney and not six year old guy with a big white beard.

616
00:35:51,040 --> 00:35:53,040
So tell me a little bit about links.

617
00:35:53,040 --> 00:35:55,040
We've talked about links in the past, right?

618
00:35:55,040 --> 00:36:05,040
How you're sort of how to do good SEO you want to be linking throughout your website and you want other people to be linking to your website to right?

619
00:36:05,040 --> 00:36:11,040
Yeah, so outbound and inbound links on your website and you want to have outbound links and other people's website.

620
00:36:11,040 --> 00:36:15,040
So link building is quite important.

621
00:36:15,040 --> 00:36:17,040
So let's outbound and inbound.

622
00:36:17,040 --> 00:36:25,040
When we do a page, you'll notice that pretty much any website, you'll notice that also start with an attorney.

623
00:36:25,040 --> 00:36:31,040
There are links on the page that take you to your practice areas that could take you to a contact page.

624
00:36:31,040 --> 00:36:41,040
These links essentially that are in that are internal links, these inbound links, they essentially are said there's internal links and external links and inbound links and outbound links.

625
00:36:41,040 --> 00:36:51,040
Internal links are within your website, so they take you to your contact page, they take you to your practice area page, and that kind of guides the flow of traffic.

626
00:36:51,040 --> 00:36:55,040
So think of it as a link on my page that links elsewhere.

627
00:36:55,040 --> 00:36:56,040
Exactly.

628
00:36:56,040 --> 00:36:58,040
It's like a current in the water.

629
00:36:58,040 --> 00:37:01,040
It pushes your traffic into this area or into another area.

630
00:37:01,040 --> 00:37:06,040
Outbound links are really just good for SEO in general.

631
00:37:06,040 --> 00:37:14,040
It's really difficult to describe, I guess, how good an external link, how it really helps your websites.

632
00:37:14,040 --> 00:37:23,040
Now having links on other people's websites or to other people's websites are very, very important because that allows people to get to another traffic service.

633
00:37:23,040 --> 00:37:30,040
It allows people to get from one website to another instead of looking up or googling or going on social media to get there.

634
00:37:30,040 --> 00:37:34,040
It's a new way of bringing people in.

635
00:37:34,040 --> 00:37:39,040
That also gives your website credibility with Google, right, when you're on other people's websites.

636
00:37:39,040 --> 00:37:40,040
Exactly.

637
00:37:40,040 --> 00:37:42,040
So Google loves that.

638
00:37:42,040 --> 00:37:49,040
If you have no links on other people's websites, it won't necessarily ruin your SEO, it won't make it or break it.

639
00:37:49,040 --> 00:37:59,040
However, if you're in that middle ground, I call it the middle page problem where you're not on the last page, you're not on the first page, but you're in like the fifth or sixth page.

640
00:37:59,040 --> 00:38:02,040
Having these links could really push you higher.

641
00:38:02,040 --> 00:38:07,040
I'd say that adds a level of credibility to Google.

642
00:38:07,040 --> 00:38:15,040
Having external links on your website, for example, to like a statistic point, to data point, also adds a layer of legitimacy for your own content.

643
00:38:15,040 --> 00:38:17,040
When you're linking to something else.

644
00:38:17,040 --> 00:38:18,040
Exactly.

645
00:38:18,040 --> 00:38:19,040
Okay.

646
00:38:19,040 --> 00:38:27,040
And I've heard that Google changes its algorithm kind of frequently about how it, you know, values websites.

647
00:38:27,040 --> 00:38:30,040
How do you deal with the kind of moving target?

648
00:38:30,040 --> 00:38:31,040
I love that.

649
00:38:31,040 --> 00:38:42,040
I think that it's in a way kind of evens a playing field, because if Google had never changed their algorithm the way they rank websites, the guys I got in there early would just be there for life.

650
00:38:42,040 --> 00:38:44,040
It'd be like Manhattan real estate.

651
00:38:44,040 --> 00:38:45,040
Gotcha.

652
00:38:45,040 --> 00:38:50,040
This kind of levels of playing field in a sense that it gives you the opportunity to get to the first page.

653
00:38:50,040 --> 00:38:55,040
So whoever's staying on top of their game is the one that's rising to the top.

654
00:38:55,040 --> 00:38:56,040
Exactly.

655
00:38:56,040 --> 00:39:12,040
So the, for example, since we're so on the lawyer's subject, if you're doing a products liability case and your keywords involve other products, exact tech, their hips and knees, one of the two, they just recently had a recall in February of 2022.

656
00:39:12,040 --> 00:39:20,040
And the problem with advertising or putting SEO up is that exact tech, technically, they have a lot of, they have a lot of SEO.

657
00:39:20,040 --> 00:39:33,040
They have pretty much the first page entirely with their products for any keyword related to their knee or hip or total hip systems, total knee systems.

658
00:39:33,040 --> 00:39:45,040
So having a changing algorithm, having Google adjusted every month or year allows you to get to that first page a little easier because you're not just competing against them.

659
00:39:45,040 --> 00:39:48,040
It's more of the way you go about it.

660
00:39:48,040 --> 00:39:49,040
Okay.

661
00:39:49,040 --> 00:39:55,040
So what did you say the biggest difficulties of owning your own businesses?

662
00:39:55,040 --> 00:40:02,040
I'd say the biggest problem with it is you've got to wear a lot of different hats.

663
00:40:02,040 --> 00:40:04,040
You have to, some days you have to be the accountant.

664
00:40:04,040 --> 00:40:06,040
You have to run your own books.

665
00:40:06,040 --> 00:40:07,040
Other days are the salesman.

666
00:40:07,040 --> 00:40:08,040
You're looking for clients.

667
00:40:08,040 --> 00:40:09,040
Maybe you're cold calling.

668
00:40:09,040 --> 00:40:18,040
And I've noticed that wearing all these different hats can be convoluting and kind of take away from my, pull my focus away from where it should be on the business.

669
00:40:18,040 --> 00:40:23,040
Turning out websites, creating content and interacting with clients.

670
00:40:23,040 --> 00:40:27,040
And the operations really convoluted things.

671
00:40:27,040 --> 00:40:30,040
They make it difficult to achieve your goals.

672
00:40:30,040 --> 00:40:33,040
So that's actually why I ended up hiring more people.

673
00:40:33,040 --> 00:40:34,040
I told you the lawyer's method.

674
00:40:34,040 --> 00:40:38,040
I worked until there was physically too much work for me to handle.

675
00:40:38,040 --> 00:40:44,040
And pushing that aside has allowed me to work more on the operations and building the company.

676
00:40:44,040 --> 00:40:49,040
And I'd say that's the biggest impediment that I've noticed in running your own business.

677
00:40:49,040 --> 00:40:51,040
Yeah, my next question was going to be how do you deal with that?

678
00:40:51,040 --> 00:40:53,040
But you were to answer that, so that's good.

679
00:40:53,040 --> 00:41:02,040
What would you say to somebody who is sitting in their dorm room thinking about starting a business,

680
00:41:02,040 --> 00:41:10,040
but is feeling apprehensive about it or that they feel like they're too inexperienced or too young to really get started?

681
00:41:10,040 --> 00:41:12,040
I was actually just talking to my friend about that.

682
00:41:12,040 --> 00:41:13,040
I'd say just do it.

683
00:41:13,040 --> 00:41:18,040
I would rather be the person that tried and failed than the person that never tried.

684
00:41:18,040 --> 00:41:23,040
Because you try and fail, it could hurt, it could put you down a little bit.

685
00:41:23,040 --> 00:41:25,040
But at least you tried.

686
00:41:25,040 --> 00:41:27,040
At least you did something that no one else has done.

687
00:41:27,040 --> 00:41:31,040
Or at least most people haven't done exactly.

688
00:41:31,040 --> 00:41:36,040
Not that many people, everyone says America is the land of small businesses.

689
00:41:36,040 --> 00:41:38,040
Not that many people I know run their own small business.

690
00:41:38,040 --> 00:41:45,040
So just trying, putting yourself out there I think is really valuable and you can learn from your mistakes.

691
00:41:45,040 --> 00:41:48,040
So what's the first step you think you should take?

692
00:41:48,040 --> 00:41:53,040
What was the first thing you did towards approaching a new business?

693
00:41:53,040 --> 00:41:59,040
So I guess before you even consider starting a new business, I'd say the first step is find a problem.

694
00:41:59,040 --> 00:42:08,040
I'd say most businesses, most great businesses, they start with a problem and they start with a niche.

695
00:42:08,040 --> 00:42:11,040
So I'd say find a problem, find your niche.

696
00:42:11,040 --> 00:42:17,040
So a big problem I guess in my industry, the digital marketing is not a lot of people have websites these days.

697
00:42:17,040 --> 00:42:26,040
A lot of these small businesses have been founded way before websites were even a concept and they just never thought to start one.

698
00:42:26,040 --> 00:42:29,040
So I found the problem and found my niche.

699
00:42:29,040 --> 00:42:31,040
And why do you think that is?

700
00:42:31,040 --> 00:42:35,040
I think people started and didn't have a website so they thought they just never needed one.

701
00:42:35,040 --> 00:42:38,040
You know, if a name broke, don't fix it.

702
00:42:38,040 --> 00:42:45,040
A lot of people tend to get their clients or customers from referrals or from I guess the reputation in the community.

703
00:42:45,040 --> 00:42:47,040
And they tend to stick with that.

704
00:42:47,040 --> 00:42:53,040
Whereas younger people, someone who's just started a business, whether it's website related or not,

705
00:42:53,040 --> 00:42:57,040
they understand the power that a website can bring.

706
00:42:57,040 --> 00:43:00,040
They can bring clients in.

707
00:43:00,040 --> 00:43:04,040
A lot of people don't even have Google businesses because they don't think it's worth their time.

708
00:43:04,040 --> 00:43:05,040
Got it.

709
00:43:05,040 --> 00:43:08,040
Yeah, and that's something that's relatively easy to do.

710
00:43:08,040 --> 00:43:10,040
Ten minutes, I'd say.

711
00:43:10,040 --> 00:43:11,040
Very easy.

712
00:43:11,040 --> 00:43:17,040
So what do you think is the most, in the past few years of owning a business,

713
00:43:17,040 --> 00:43:24,040
what's been the most rewarding thing or what have you been creating to accomplish it so far?

714
00:43:24,040 --> 00:43:30,040
I guess generally speaking, rewarding is seeing the finished project or the finished product.

715
00:43:30,040 --> 00:43:35,040
So I've always had trouble finishing projects or products when I was young.

716
00:43:35,040 --> 00:43:40,040
I'd started something, I'd have really immersed in it and I just wouldn't want to finish it.

717
00:43:40,040 --> 00:43:44,040
So nowadays I really take pride in finishing a website.

718
00:43:44,040 --> 00:43:51,040
Going forward, I think we're moving more towards website development and app development.

719
00:43:51,040 --> 00:43:55,040
So that's really been my baby these last few weeks and months.

720
00:43:55,040 --> 00:44:00,040
So my hope is that by the end of the summer, or at least by the end of September,

721
00:44:00,040 --> 00:44:05,040
that my next project will be finished, which will be a financial literacy app.

722
00:44:05,040 --> 00:44:09,040
Okay, and what is the financial literacy app going to do?

723
00:44:09,040 --> 00:44:11,040
But what's its use going to be?

724
00:44:11,040 --> 00:44:12,040
It's going to solve a problem.

725
00:44:12,040 --> 00:44:18,040
So the big problem was we've noticed that my colleagues and I noticed that a lot of people

726
00:44:18,040 --> 00:44:27,040
just don't understand simple concepts such as compound interest or the value of putting away $500 a month

727
00:44:27,040 --> 00:44:29,040
to max out your Roth IRA.

728
00:44:29,040 --> 00:44:37,040
And our goal is to deliver an app that works kind of like a course where people can learn at their own pace

729
00:44:37,040 --> 00:44:41,040
how to invest and how to become financially sound and independent.

730
00:44:41,040 --> 00:44:45,040
And I'd never really thought about this until recently.

731
00:44:45,040 --> 00:44:50,040
It actually came from my siblings because they are pretty savvy.

732
00:44:50,040 --> 00:44:57,040
They work, they know how to use a computer, they understand the stock market to an extent,

733
00:44:57,040 --> 00:45:02,040
but they never got out and made an account, made a brokerage account.

734
00:45:02,040 --> 00:45:07,040
So my goal is to essentially deliver an app that can help the normal person, the common person,

735
00:45:07,040 --> 00:45:12,040
learn how to invest and how to push their future, I guess, and ensure their future.

736
00:45:12,040 --> 00:45:17,040
Okay, and so when do you think that's going to be the data coming out?

737
00:45:17,040 --> 00:45:21,040
That's going to be, I remember thinking six to nine months, hopefully.

738
00:45:21,040 --> 00:45:23,040
Not as long as I would have thought.

739
00:45:23,040 --> 00:45:27,040
We've, you know, a website can take four to six weeks.

740
00:45:27,040 --> 00:45:32,040
An app is a lot longer, and that's actually something that we didn't realize because we,

741
00:45:32,040 --> 00:45:37,040
what we did and what I did from the very beginning was I'd always say,

742
00:45:37,040 --> 00:45:41,040
I'll learn how to do it on the fly, you know, if I'm making a website, my first website,

743
00:45:41,040 --> 00:45:43,040
I didn't know how to make a website.

744
00:45:43,040 --> 00:45:44,040
I just did it on the fly.

745
00:45:44,040 --> 00:45:47,040
I learned how to YouTube open in one tab, learning how to do it,

746
00:45:47,040 --> 00:45:50,040
and I had the website, I had WordPress open on the other tab.

747
00:45:50,040 --> 00:45:54,040
So there's a little bit of a learning curve, and I tend to learn as we do it.

748
00:45:54,040 --> 00:45:58,040
The app's a little bit different because I'm the one doing the learning.

749
00:45:58,040 --> 00:46:03,040
We have app developers or web developer, and he's the one that's the charge of it.

750
00:46:03,040 --> 00:46:09,040
But I tend to learn as I go, and what I thought could be four to six weeks as a normal website

751
00:46:09,040 --> 00:46:12,040
turned out to be, you know, six months plus.

752
00:46:12,040 --> 00:46:17,040
And so is app development something that you offer clients through your business,

753
00:46:17,040 --> 00:46:19,040
or is that something that you're just doing yourself?

754
00:46:19,040 --> 00:46:23,040
So this particular project, we're doing ourself.

755
00:46:23,040 --> 00:46:27,040
The reason why we're doing this, ourself, is because we want something to show our clients.

756
00:46:27,040 --> 00:46:32,040
It's very difficult to sell a website to someone, or to sell an app if you've never done it before.

757
00:46:32,040 --> 00:46:34,040
You know, no one wants to be your first.

758
00:46:34,040 --> 00:46:38,040
So we're doing this to kind of get experience doing it.

759
00:46:38,040 --> 00:46:42,040
The website, we never did that, and that was, I'd say, a mistake

760
00:46:42,040 --> 00:46:47,040
because we were learning on the fly, and we did make a lot of mistakes in the way.

761
00:46:47,040 --> 00:46:50,040
Doing an app, we don't want to make those same mistakes.

762
00:46:50,040 --> 00:46:52,040
So we're going to do it ourselves.

763
00:46:52,040 --> 00:46:58,040
But in the future, we will be offering website developments, or I think web applications,

764
00:46:58,040 --> 00:47:01,040
and app development services to clients.

765
00:47:01,040 --> 00:47:05,040
Whether they want an app for their own business, or if they're raising money for a startup,

766
00:47:05,040 --> 00:47:06,040
we will provide those services.

767
00:47:06,040 --> 00:47:11,040
And that's where we're really looking to move in the next five to ten years.

768
00:47:11,040 --> 00:47:15,040
What else do you see on the horizon in the next five to ten years for you?

769
00:47:15,040 --> 00:47:21,040
In terms of the digital marketing and design, I think we're actually going to move away from the digital marketing

770
00:47:21,040 --> 00:47:25,040
and more towards creating websites and creating apps.

771
00:47:25,040 --> 00:47:34,040
Real tangible things that can really push us into the next decade.

772
00:47:34,040 --> 00:47:39,040
There tends to be a lot of, as you mentioned, you get a lot of solicitations for digital marketing.

773
00:47:39,040 --> 00:47:42,040
You don't get as many for web development and for app development.

774
00:47:42,040 --> 00:47:44,040
The market isn't as saturated.

775
00:47:44,040 --> 00:47:46,040
So that's where we're really trying to push.

776
00:47:46,040 --> 00:47:48,040
We think it's a growing industry.

777
00:47:48,040 --> 00:47:50,040
There's a lot of demand for it.

778
00:47:50,040 --> 00:47:58,040
So our hope is to really move into that niche and move away from things that we started off with,

779
00:47:58,040 --> 00:48:00,040
things that seem a little bit more comfortable.

780
00:48:00,040 --> 00:48:02,040
Alright, cool.

781
00:48:02,040 --> 00:48:09,040
And so if somebody wants to get in contact with you to inquire about your services, how can they find you?

782
00:48:09,040 --> 00:48:12,040
So they can find me at BackstayDigital.com.

783
00:48:12,040 --> 00:48:14,040
You can always email me.

784
00:48:14,040 --> 00:48:18,040
My name is Matt, and my email is matt at BackstayDigital.com.

785
00:48:18,040 --> 00:48:19,040
We try to make it easy.

786
00:48:19,040 --> 00:48:22,040
We look right into the camera for the cellular at the end.

787
00:48:22,040 --> 00:48:24,040
For the call to action.

788
00:48:24,040 --> 00:48:26,040
Alright Matt, thanks for chatting with me today.

789
00:48:26,040 --> 00:48:50,040
Thank you. It's been a pleasure.