Avodah Talk w/ Matt Walton
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Avodah Talk w/ Matt Walton
Revolutionizing Marketing: Faith-Driven Strategies and Sustainable Success with Matt Walton
The episode discusses the evolution of marketing strategies informed by a faith-based approach, emphasizing the importance of authenticity over discounts. Through personal experiences and lessons learned from past failures, the episode highlights the core elements of brand development, effective lead generation, and nurturing client relationships to drive sustained growth.
• Shift in marketing strategies from discounts to value-driven pricing
• Lessons from automotive and tech giants on the pitfalls of incentives
• The importance of storytelling in brand development
• Defining the ideal client through refined lead generation tactics
• Enhancing sales processes through genuine relationship building
• Reflections on the challenges and experiences with previous sales models
• The pivotal role of faith and obedience in business decisions
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Thank you for choosing Avodah Talk w/ Matt Walton
What's up, guys? This is Matt with the Vota Talk, or the Real Matt Walton. This is your hub for all things Kingdom, business, businesses, ministry, business strategy. My goal is to provide as much value, minute by minute, each podcast that you listen to. So let's get to it. What's up, guys? Matt Walton with the Vota Talk, or the Real Matt Walton, depending on how you found me and welcome.
Speaker 0:I am extremely excited today because, man, this morning it was raining this morning here in Las Vegas, which never happens, but still woke up and did what I need to do, exercised outside. I didn't do my full time, I had to cut it a little bit short just because of the rain, but that opened up the door for me to spend a lot of time with the Lord this morning and spend a lot of time like in worship. I don't know if y'all have ever heard of Jeremy Riddle and his album I think it's live in the prayer room, but that is an incredible album and I just found myself just worshiping the Lord this morning and just being full of his Holy Spirit and just being overflowing. So that was just awesome. I had a different morning this morning because my wife is out of town and my daughter is out of town as well, so I was able to kind of have the house to myself and crank up the music and get ready for the day. So hopefully that encourages you guys, because, man, when we make God the center of our days and the center of every single thing that we do, we find peace, joy, everything that we were missing, all is found in Christ. So let's get into it.
Speaker 0:Today I want to talk about my marketing department and some things that I've learned and some things that I'm doing differently now than I was doing at the very beginning, and then I want to share some really cool stories with you as well, about when you're obedient to God, what he does with that obedience. So I want to start with scripture. Everything that I do is anchored in scripture, and this scripture has nothing to do with marketing, but it has everything to do with marketing at the same time. And this is Psalm 25, verse four, and it says make me to know your ways, o Lord, teach me your paths. And so I read that this morning and it's just an awesome verse. It's a verse that really is like a heart posture, that I think is a great heart posture for all of us to have, and I just cried that out to the Lord this morning and so I plead that over. Everybody that's listening. But I want to share some stories this morning.
Speaker 0:I want to talk about my three phases of my marketing department. I have a bunch of extensions and arms within those three phases. I'll get into that here in a minute. I have a high ticket product, so I don't sell a low ticket products. My product is like north of $35,000 or $40,000. And so I'm specifically talking to people. Well, I mean, it's really for anybody, anybody that's in marketing or anybody that's in business that has a marketing department or is growing with their marketing department.
Speaker 0:So there's some cool stories that I've learned and one of the things that, like last year, I did a lot of sales. So every single month, one of the things that I would roll out is just these sales say $3,000 off, $5,000 off. I would do flash sales as well. I can't remember if it was $7,000 or $8,000, but I did a flash sale last year of seven or eight thousand dollars off, and so those are really just to incentivize the buyers and to incentivize those that are in the market for my products, and what I learned is they. That's not the best model for me, and so what that caused me to do was, every single month, I was trying to come up with a new offer to offer my clients, whether that was in-house financing or make this payment here, or if we get X amount of people to buy my product, then it's a tiered discounts. There was all of these kind of I don't want to say manipulations, because they were never a form of manipulation, but I can certainly see how they would be construed as that and it's just a marketing tactic in order to drive traffic, to overly increase sales. And where God has me now is away from that, and I'm going to get into that here in a minute.
Speaker 0:But I want to back up what I was just saying with a couple of stories, and one was of GMC. So GMC was like they were building more cars than any other car manufacturer for a long long time, until Japan and some overseas manufacturers enter the picture, and so what they did was they had to create these incentives, incentive-based programs, in order to entice buyers to come and buy their product, because Japan-made products were being made for so much cheaper, and so, as a result of that, they gave you an incentive, like a buyback or like an incentive. Hey, you get cash back. And what they realized is, you fast forward a year or so after they rolled that out and, yeah, their sales were increasing, but their profit was decreasing, and so it was limiting them to do what they needed to do to invest back into their employees, to invest back into the business. And so, as a result of that, they were in this just hamster wheel. And there's this hamster wheel of I'll give you a deal, give you this, and they would just see their profit decrease. And so, out of that, motorola, the phone company, implemented a very similar thing, and during that they were manipulating buyers to sign up with them, and if you signed up with us, then you were going to get cash back on your phone and all of this stuff. And what that equated to was they had a little clause in the contract that said only one per address, and so, because of that, everybody that lived in an apartment building was unable to take advantage of that, except for one person within that apartment building, and so they ended up and had to pay back a ton of money in a lawsuit. So these are a couple of different stories.
Speaker 0:Now, I don't believe that anybody that's listening has a heart like Motorola to manipulate buyers or at least I hope you don't and we may. Just heart is just let me. I have a little bit of money in here so I can offer that back to the clients to hopefully increase some sales, to increase traffic and all of that. And so where God has me now is away from that. So my perspective this year, based off of what my data told me last year, is I want to move away from trying to incentivize people with discounts and all of that. Rather, I've got the best quality products in the market with the most incredible why and why we exist and who we help and what buying this product solves and what it solves for you, I mean. So that's kind of where I'm pivoting to, and I've elevated my prices so that I can make more of a profit to invest more into the business, to invest more into the people and to invest more into my facility and website and all of that.
Speaker 0:And so what we find is, when we get in this rat race of lowering our prices, you may have the best quality products out of everybody in your market, but if your prices are priced right in line with them. It gets really hard psychologically for somebody to understand why your product is different and yet it's still priced at the same price. So where I'm kind of pivoting to is not elevating it to be unfair. Right, I want to be reasonable and I want to be fair with every single buyer, but I also want to make sure that the business is taken care of and to make sure that we can continue to build these things and when warranty items come up, we're bar none with how we handle these warranty items and we didn't outprice ourselves from taking care of our clients down the road, and so I know a lot of businesses fall into that.
Speaker 0:We just get into this price trap to where let me offer a discounted price, let me be priced right at the market level, and when you get in there and try to sell them on the quality of your product, it's a really, really hard sell. But if you're in and you're a little bit more expensive than somebody else, then it's a little bit easier to justify why your product is so much better, because now they're tying the more expensive price to the better quality product and as long as your quality is better and your product is better, then that's an easier sell and so, anyways, I want to get into why the way I view my marketing department and like how it's kind of evolved over time and I have three different departments, I kind of broke it up into three different departments. You'll see brand development, lead generation which this is where you kind of get your ideal client and pursue them, and then sales and nurture, and so that is where my business is at right now. That's kind of the marketing department, and within that I have social media, a social media manager, editor, poster, all of that. I have a fractional CMO lead generator. I have, like my wife handles, a lot of sales. I handle a lot of the sales now as well. So we have a team of people that we have our CRM manager. We have a team of people that do different things within each of these departments here.
Speaker 0:So the software that is used is I use GoHighLevel for my CRM. That is not the CRM that I will always use, but it is what I am using now. Once I get to a certain point of growth and get to a certain level of clients coming in and get to a certain level of needing it to be more robust, then I will pivot and I will bring on a new software. I don't know what that software is just yet. For me I'm looking at like an open AI software that is like an ERP software. I'm specifically in manufacturing, so for me to have something that encapsulates that, that was built for manufacturers is super important, which GoHighLevel was not, but GoHighLevel still gives me the ability to do a number of different things. And then Google Ads is another one Google my Business. I just use the Google platform to release ads and to manage my business or manage Google my Business. So I want to, I want to encourage everybody to be brave enough to try new things.
Speaker 0:And so what happens a lot of time in business is we try to be just so calculated with every single decision that we get that analysis paralysis and we end up and don't make decisions or don't do things because we're nervous about what could happen, even though what we're currently doing isn't working the way that we want it to work. So that's kind of walking a tightrope, because there's times whenever, especially for me as a visionary, I have to make sure that I'm not just changing things just to change things whenever I don't initially have the exact result that I'm looking for. So sometimes it's more wise to stick with something for a little while than it is just to bounce in to do the next thing. But just be wise about that, man. God is so good to give you the discernment on what you should do and what you don't need to do.
Speaker 0:Or maybe you have a list of 50 things, like I do, that I know need to be done. Go in there and rank those things as to what the most important thing is that need to get done because, and then and then put a dollar amount by those things and put like $1 sign and equate that to or put that on a scale of like one through $5 signs, and then analyze your budget and figure out what you can do, what you can't do, based off of how much it's going to cost and based off the importance of getting it done. And that's kind of what I do for every single time that I need to go to a next level, because everything needs to continuously be analyzed so that you can make the improvements. That's why looking at KPI and looking at data is so important, because we oftentimes will hear something in a podcast or read something somewhere or find somebody down the street that's doing something, and it may not apply directly to what you're doing, or it might. That's why your data is so important to look at, because that's what's going to tell you what needs to happen. But it takes time to get to that point. It's taken me two and a half plus years to get to the point to where I can actually look at some data and make decisions based off of data rather than what I would think would be the best decision to make.
Speaker 0:So be brave enough to be obedient to make decisions, and I promise you you're going to fail. It's going to cost you a lot of money. Get comfortable with spending money on things that don't work, and I'm not saying be unwise with that. Just go and do, just to do no. Be very calculated. Make sure that you're prepared and make sure that you feel confident and that you received a confirmation from the Lord before you make those decisions. Bring God in on every single thing. But if it fails, good, at least you know what works and what doesn't work. I have a little bit over two and a half years now of a lot of failures and a lot of things that I know. When I do it again, here's how I'll do it differently. And I love it, man, because you're reverse engineering a business and you're figuring out what works for you and getting it dialed in for what works for you. So let's get into these three phases right here.
Speaker 0:And underneath, brand development, I don't want to break this down on how my whole entire marketing department looks. I'm not going to get granular with a bunch of little details. I can do that later. I'll break them out individually later. But within brand development, one thing that I have pivoted from this year, or pivoted from last year to this year, is really focused on why this business exists and why we do what we do. And so, like sharing the story of how I bought the business, of how I use the business as my ministry, of how I hire guys that are in prison and just pour Christ into them, edify them uh, I'm working on transitional facility for them whenever they get out and then these programs so that way they can elevate, continue to elevate life outside of other jobs. So, really focused in on that and the difference in the product and the value that it adds to the end user, and so a lot of times you'll find your ideal client and I'll get into that here in a minute, but it's important to find that avatar you'll hear say or find that ideal client Within my brand development department.
Speaker 0:There's three different things. Technically, I could put a lot more than this, but social media is super, super important to brand development because that is like a commercial for your business. So that's the way that I view social media is like it's a commercial for the business. It should also act as a lead generator as well, but that's where I focus on my brand. And then this year, what I'm doing is, like I was just saying, really highlighting the story, what makes us different, why we do what we do, what makes us tick, and I'm really, really excited about that.
Speaker 0:So that's the social media website and SEO, and that's another one. I have multiple websites for one of my businesses with SEO and Google my Business and all of that. So website, seo, google, my business and social media those are the four things that I am really focused on within brand development. Why I'd say websites and SEO in regards to brand development is because I'm moving to really have things consistent across the board and make sure that the messaging is appropriate and then make sure that my funnels on my websites are educational and leading people to get the result that they were initially came to my website, for which people that come to my website are looking to get pricing and looking to get educated on the product, and so what I have noticed is a lot of times they'll click the buttons to get the data that they need and then they don't read the website, and so a lot of that education comes in on the backside, whether that's on phone calls or sending additional information through digital media or directing them to different videos that you've done on YouTube or wherever.
Speaker 0:Google my Business is super, super important, because if you have bad reviews out there or no reviews out there, then that is affecting your brand. And so now, if you have bad reviews out there and you deserve bad reviews out there, then that's another thing, but if you have bad reviews out there, what I would recommend everybody to do I just released this yesterday send kind of an instruction to all of your past clients and have them give you a review, have them can potentially go back and revisit a review. I have one bad review actually two bad reviews on my website Actually one bad review. The other two are, or the other one is a four-star review. I go for five-star reviews, but one four-star review is a great review, but I'm going back to him to try to get a five-star review out of them. But ultimately, if we deserve a four-star review, then we deserve a four-star review. Same thing, if we deserve a one-star review, we deserve a one-star review, and I think it's important for people to see that and then to see how you have a bunch of five-star reviews rolling in after that so they can see your improvement that you made within your business. But I go for five-star reviews across the. So that's that. That really helps with your brand development.
Speaker 0:The next thing is lead generation. This is where you can identify your ideal client more clients within the short-term rental space, because I was able to concisely educate them on how my product will help them generate more revenue for their short-term rental spaces. So lead generation is super important and I would say the most important thing is figuring out your ideal client and then directing things because of who they are and what they're after and what your product helps them solve. But websites are still on lead generation, so I put websites underneath this your SEO funnels. I have multiple websites. One of them really acts as like a funnel more than the other one, although there's funnels on both of them. One of them acts as more of this SEO kind of driving in order to educate and get leads, so that's super important. The other thing is ads. So right now I'm just running Google ads. I will eventually, as my budget increases, run Facebook and Instagram and all of those ads as well, and then Google my business and social media. So those things are all under the lead generation section here and each one of those things should be leading people to your funnel or to a contact page or to a design, my projects, something in order to grab their information so that then you can nurture them and take care of them and figure out how you can help them solve whatever problem that they're facing.
Speaker 0:The next thing is sales and nurture. So this is my third and final phase for my marketing and nurture. So this is my third and final phase for my marketing department now. But this is like my sales department. We make cold calls, we have rehash, less follow-up, inbound calls, outbound calls. That's all within the sales department. Now, right now I have it's basically my wife and I that are doing all of that. I used to have a couple other people that were doing some cold calls and handling some inbound and some outbound sales. I learned a lot on that so I'm going to get into that here in a minute on what I learned. But I will be working to have a sales team here soon and I'm going to bring on one person, train them, give them all the literature, the ins and outs, the scripting and all of that, educate them on the product and then release them to take over a lot of the sales, because I have high ticket product and it's really important that I nurture relationships within the high ticket products and really build relationships within that.
Speaker 0:The next thing under sales and nurture is I do like email nurture campaigns that go out, three month nurtures that go out. I actually am not a big believer in these. I think that there's nothing wrong with it. I think that when I'm not a big believer in these, I think that there's nothing wrong with it. I think that when I'm looking at my data it actually has done very little for me. So I'm not taking that off the table. I am just changing the content that I put out there and the layout of the three-month nurture to look a little bit different so that I can hopefully get more engagement out of that three-month nurture, while educating my clients and staying in front of them. I mean, that's the whole idea with that is to stay in front of them. Then, post three-month nurtures, you know how we follow up with them and how we take care of them after they've been part of our system for over three months and then just listening to them, like if they aren't in the market anymore or maybe they're a year out, you know it's just applying the right. Like for me in the CRM, I use the right tag to them. That way they're not just bombarded with things until they need to be, you know, until they're getting close to their decision. But I still like to stay in front of it and stay top of mind during and during these nurtures and use their nurtures to do that and to educate them and all of that.
Speaker 0:The next thing is text and email blast. That's the last thing under my sales and nurture is text and email blast. I send those out to make people aware of a sale. Maybe that's going on, or I just sent one out recently that said, hey, are you still interested in my product? And I started getting back a reply yes or no, if you are, and I started getting back a bunch of yeses, a bunch of nos, and so what that does is it helps me, then, categorize them so that they're not receiving things that they should not be receiving or we're not expensing energy on somebody that's not interested anymore. So those are like sales and nurture I would also say like networking is a part of that and really just nurturing relationships, making sure you're taking care of those relationships and staying on top of those.
Speaker 0:One of the things that I would recommend is you get to a point to where, like I encourage everybody to read, read a ton of books, listen to podcasts, but get experts around and get people that have been there done that that can understand the full concept of what you're doing, but then can look at what you're actually doing and then make feedback or give advice based off of your product there. So bring experts in, move to a position to where you're the dumbest one in the room and you actually have experts in there that have been doing it for 10, 15, 20 years, and just start to work towards that, and so that's one thing that, in 2025 that I'm working towards is bringing in experts, get in the people. I've got a problem that needs to be solved, so let me bring in the guy that I know has a track record of solving that. So there's several lessons that I have learned. I want to talk about two specifically.
Speaker 0:But initially I had a sales team. So last year I brought on a sales team. There was three people it was. I had somebody it was actually my sister, leslie had my wife, nicole, and had a friend of mine named Scott, and what I learned during all of this was we were making a bunch of cold calls and taking inbound and outbound leads, but I did not have enough leads coming in or nor enough sales coming in in order to supplement that income, and so they were making calls without being paid for any of that, and so unless they were able to supplement the income and supplement the time that they were spending with sales, then it doesn't make it. It's very hard to make that worthwhile and to keep motivated, and all that whenever you're not generating the whole purpose of bringing on a sales team. So what I learned with that is I will be bringing on a sales team again, and I'm going to start with bringing on one person and then bringing on another and bringing on another. But they're going to get base. It's going to be incentive based pay. They're going to have their base, they're going to have quotas that they need to meet and all of that. So the biggest lesson that I learned is just how to structure that a little bit differently. Structure that with a base it doesn't have to be a whole lot have a proven track record of sales and basically hand them a bunch of good leads, cold call leads, give them leeway to take all the inbound leads as well, and then I'll start splitting that up as I bring on more people, whether that's different regions or maybe the East side of the United States and the West side of the United States. I'll figure that out whenever I get to it, but that was a big lesson of mine. So have a proven track record, give them a base and then incentivize them based off of some data that you're trying to or that you're, that you're tracking.
Speaker 0:The next thing is call center.
Speaker 0:So I brought on a. I started getting a ton of leads last year. So last year, at the end of ending of last year, I brought on a fractional CMO, a lead generation guy, and they do ads, they do lead generation. He's kind of a fractional CMO and during that I brought on because I was getting all these leads and getting all these calls I brought on a call center to then take those initial calls. The whole purpose of the call center was so that I wasn't bottlenecked in my office to where I couldn't receive. I couldn't take all the calls because I didn't have the staff take all the calls and that way the call center was taking those initial calls or making the initial calls, depending on how the lead came in.
Speaker 0:And then their purpose was to set up the initial appointments and what I noticed was like they were following a script and it was really concise. They were upfront, honest about their purpose and what they're doing. But it was still putting a sour taste in people's mouth, especially if they didn't follow the script. That deviated from it. It was not a good representation of my company, it was not a good stewardship of my company and so I pulled that. After almost a month of doing that, they literally worked out to where they would ruin leads. So they would take the initial call because of how they communicated with the lead on the phone. The lead would get annoyed when you either hang up or would sit out the duration of that phone call and just put up with it and then whenever I would call to say, hey, listen, I'm trying something new out, they would never answer and I'd never got a hold of any of those leads that were ruined by using a call center. So lesson from that is I don't know that I will ever bring on a call center. I think I will always do my own call center and that's where I'll bring on some salespeople and I'll do that in-house, because I sell a high ticket product and people are pursuing like a relationship and they want to trust who they're buying from. And I know that goes for low ticket to high ticket. But it's more important for me to say hey, I care, and I really care about getting a relationship with you, about building a for you, about solving a problem for you. Those are the things I really care about, and so I'm not going to divvy that out to a call center, but rather I'm going to elevate people and hire people within my business that will take care of them, represent the company well and, most importantly, represent Christ well. So that's a big lesson that I learned. It was something that I tried out. I did have to spend some money on both of those, and it was something that I will still do going forward, but with the lessons that I've learned.
Speaker 0:Last thing is there's a really cool guy's story. So that little bit over a year ago, god had called me to do no more marketing like paid marketing. So take off doing the paid ads and all of that, keep the SEO. And because that was not like a paid ad that I was doing, I wasn't targeting anybody with that and do social media and all that. So I had still had organic stuff that I was doing in order to generate leads, but there was no paid, targeted ads or anything like that that were going out. And so God had called me to do that, and what, literally, god had shared was let me sell your product. And so I moved out of obedience with that and within the first several months or first five months of last year, I sold one shy of what I'd sold all the previous year. And so it's like, wow, man, praise God. And then things dipped off or plateaued, and then things dipped off and I sold another two more for the remainder of the year.
Speaker 0:Now there's some of that that has to do with market, because, as I talked to other people that are in similar markets to mine, they're saying the same exact thing to me. It happened to them, but what God did during that was I am crying out to the Lord, like God. What is going on? What do you want me to do? And what God had shared with me after a few months of doing that was Matt, you have a lead generation problem. And I'm like, okay, god, I realize that, but I don't have the budget to be able to, nor have you given me clarity to be able to start doing ads and doing all that again. And so, as I was praying and our Monday came, I had clarity for the first time in over a year to do like paid ads and to do all that. And I'm like God, I don't have it in my budget to be able to do that. And so the next day came, and now we're on Tuesday.
Speaker 0:I got an email from now my fractional CMO, that said hey, matt, I saw your post on social media, love the way you use your business, we'd love to chat with you, and so I have like a buffer before people can get to me. I don't mean that to sound weird, but I have to guard my time. And so my wife ended up and talked to them first, and she has questions for them and so she relayed that information to me. This is Wednesday now and I'm like, well, I've got to talk to these guys. And so Thursday comes and she had scheduled up an appointment for me to talk to them on Friday and they presented to me like hey, we have done this before for somebody else. We want to come on. We've got X amount of leads for you to nurture. We generate leads. I can do a fractional CMO. I'll help you rebuild your website, digital media, all of that, we'll manage the SEO, we'll run ads, we'll do all of that. So, again, this has got.
Speaker 0:Just gave me clarity on Monday. On Friday, he presented an offer to me that said I will do all of that and it will cost you nothing until I perform. And once I perform, just give me a small percentage off of each sale, and that's how we'll do things. They will take it on their dime initially to do the stuff, the website, to do the stuff with the SEO, to do all of that, and then they'll be reimbursed based off of sales, and then they have a certain percentage based off of sales, and so that, to me, was God just confirmed, confirmed, confirmed that that was the way to go and it was time to start doing paid targeted ads Again. I had no money in my budget to do that and God's like that's okay, I'll bring on somebody, they'll take the initial blow from that and they'll start releasing these ads. You just pay them a small percentage based off their performance. If they don't perform, you don't pay them.
Speaker 0:So that was an incredible thing. That was just confirmation right there, and that's what kingdom marketing, kingdom business, is all about. God is so good to give you all the insights and to give you everything that you need for every department that you need. And if you pursue God and you just move out of obedience and God wants to partner with you and God wants for the business to be his business and for you to just steward the business and do everything for his glory and to move from just being transactional and give me your money to being how can I serve you, how can I take care of you? And all for the glory of God, all to point people to Jesus Christ. So that, in a nutshell, is my marketing department and it's been awesome. Man. The one thing that I am really really excited about this year is really getting why we exist out there and really getting our story out there. So if you follow my business on social media, be paying attention to some videos that will be coming out, because highlighting some stories of the men that built your projects and there's some incredible stories of how God met them in prison or met them here at my facility and we're seeing God do some incredible things. So hopefully you guys got some value out of this today.
Speaker 0:Please like, share, subscribe, comment, depending on where you're looking at this, download it, rate it, review it. Please let me know how you think this podcast is going, what value it has added to you. I would love to hear from you and give me. If y'all want to hear something, let me know, because I would love to talk about you and give me. If y'all want to hear something, let me know, because I would love to talk about it. Soon I'll talk about acquiring a business and the ins and outs of that, and how to take a business that's failing and start to see growth and and what that looked like for me to take a business that was literally failing to, where I'm seeing an 80, 81 percent growth. Was the? Was the true, legit number from 2023 to 2024 on growth? So, man, I would love to hear from you guys, but thank you all for tuning in and we'll see you next week.