Matt Gray
speaker
160 appearances
2 recordings
1 series
first heard Jan 2025
last heard May 2025
Matt Gray’s voice in public audio — every appearance, attributed to the second.
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Appearances
Out on organic to the point where I'd moved to ads yet, but definitely not opposed to it. So fascinating.
Sure. So I'll summarize it as best I can. So, you know, you have the core, say five platforms, right? X LinkedIn, YouTube, Instagram, Tik TOK.
Um, across those platforms, you're driving like this ocean of attention, essentially from maxing out the highest quality content you can possibly put in maxing out the quantity that you can, that each platform can kind of take not in a day, not in a week, but like what that platform can take like over the next decade to build a sustainable brand that you don't just burn out your audience.
Um, and so, you know, as an example, I think Instagram can take a couple posts per day, YouTube up to three long from a week, but we just do one per week. Um, And so in each of those pieces of content across all of the different platforms, you can put obviously call to actions in these pieces of content. Now, the wrong way to do call to actions is first off to do none at all.
The second thing is then to do them where you're driving people right to your product. Again, I think that over time that could work for six months, but when you're talking about building something enduring for a decade or two, it starts to just burn people out because they just feel like you're just constantly selling them, constantly selling your shit and not there to actually just provide value.
So across each of those platforms, there are sustainable ways to do CTAs or call to actions. So on Instagram, as an example, that's like your link in bio. The key thing on Instagram right now is many chat. And so the way that I generally like to use CTAs across any of the platforms is always by giving people an insane amount of value.
My whole thing and the way that our team works is that we're almost trying to compete on generosity, right? Like these days, there's just so much stuff out there that if in a YouTube video or an Instagram reel, you can give away something that most people ideally would think that they would charge like $10,000 or something like that.
You make it just such a no-brainer for those people that have viewed that piece of content to then go and enter their email in to go get it. So tools like ManyChat on Instagram make this easy. On X, you know, auto plugs under your posts make it easy. And there's about 17 of these different areas online. that you can drive people from your content to these CTAs and then capture their email.
So it's about having the right pieces of content with super valuable, customized, basically, you know, lead magnets for those different formats and then driving people from them in the right way to get their email. And then inside of your newsletter, that's where you can be you know, more kind of leaned in on the sales side.
Not saying that the whole newsletter strategy is just selling, but, you know, on a Saturday newsletters example, I'll tell a story, you know, kind of hook story offer going on. And then, yeah, on the offer end, you can have your couple CTAs, maybe one leading people to a sales call and another leading people to your YouTube or another platform to kind of cross pollinate things.
So that's generally how I look at it in terms of the amount of leads we're driving. Uh, per month, uh, it's currently around 12,000, uh, across all these platforms per month. And, you know, our top platform right now, surprisingly is YouTube. Um, so w with only about 150 K people there, um, it does more than Instagram and LinkedIn combined. And those two have 2 million. Um, so pretty insane.
And I just think that right now doesn't have a version of many chat, right? You just push in the description or how do they? Yeah. So, um, I, in YouTube, um, the strategy that we use, and this is all subject to change. I don't think necessarily like what we're doing is the best thing ever. That's what's really worked well for now. Um, in a given YouTube video, um,
There's oftentimes we'll talk about something maybe in a video and this one, maybe it's like paid ads or organic content and then giving away like a whole checklist of say how to maximize paid ads and organic content. Right. And then drive people to that in the link in the description where they can go get it for free when they're in that.
Obviously, they enter in their email, maybe even their phone number. And now you have captured that person. So, yeah, simply in the description is the way that we do it.
Yeah, so I think how we do ManyChat right now is we have... you know, maybe three core CTAs per week that lead to three different sort of flows, three different sort of really generous lead magnets. And then from there, there's probably only a little bit of back and forth, like a few automated messages before then it's picked up by someone that's actually managing those DMs.
So that number one, yeah, we don't need to make it too complex. We can kind of just keep it simple. And then two, there's someone there that can then, if there's something wrong or whatever, can quickly go and edit the sequences and make sure that there's no chaos there.
So, yeah, I think the lesson for a lot of people is like when you're trying these things, don't try to over-engineer it too fast. You know, like simplicity is genius, right? And...
Yeah, I think the more simple you can keep things like if you're just getting going a couple platforms, getting the CTAs right on there, really monitoring it and putting in the reps before you just over engineer it and then just let it loose. And sure enough, you know, issues come up. Yeah. Yeah.
So at a high level, how I look at all content is what we call like a content waterfall. So a content waterfall is essentially like a system that you can use to go and turn like one core piece of content into like 32 or more other pieces of content.
And so what this may look like in my business is we would have, say, a YouTube video that we've created a concept for and flushed it all out into, say, 3,000 words. That YouTube script can become obviously a YouTube video. That YouTube video can also be posted onto Spotify and to Apple Music and Apple Podcasts.
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