You know, I’ve spent years telling business owners to get laser-focused. Find your niche, talk to your niche, sell to your niche. It’s like that old saying: “You can’t please everyone, so pick your people.” But every once in a while, someone comes along and flips my perfectly organized marketing world on its head.
That someone was Matt Diamante, founder of Hey Tony, a marketing agency that helps small business owners tackle SEO and social media in ways that actually work. When Matt pitched me the idea of going broad to find your ...
You know, I’ve spent years telling business owners to get laser-focused. Find your niche, talk to your niche, sell to your niche. It’s like that old saying: “You can’t please everyone, so pick your people.” But every once in a while, someone comes along and flips my perfectly organized marketing world on its head.
That someone was Matt Diamante, founder of Hey Tony, a marketing agency that helps small business owners tackle SEO and social media in ways that actually work. When Matt pitched me the idea of going broad to find your niche, I raised an eyebrow — and then I leaned in. Because sometimes, you have to plant wildflower seeds everywhere before you find out which patch of soil will let your business bloom.
Start Broad to Get Noticed
Matt shared how narrowing his content too quickly meant missing out on visibility. Early SEO how-to videos flopped because algorithms didn’t know where to send them. By widening his content to appeal to a broader audience, he started generating massive reach — and, surprisingly, attracting the exact people he wanted.
Make Social Content Personal and Entertaining
The trick isn’t just broad topics, it’s how you deliver them. Matt started adding humor, behind-the-scenes moments with his wife, and simple SEO tips framed like secret hacks. This authentic, entertaining style helped his videos go viral while quietly establishing his expertise.
Convert Viral Attention with Consistent, Niche-Focused Follow-Ups
Even though viral videos brought millions of eyeballs, the real strategy was in publishing one to three pieces of content daily, mixing broad appeal with posts targeted to DIY business owners. Those niche posts turned casual viewers into inquiries and, eventually, paying clients.
Work Within Your Capacity, But Stay Consistent
Matt emphasized that your content output depends on your business goals and available time. When he had more time, he posted several times a day. But the real advice is to do as much as you realistically can, because marketing is often the first thing people drop — and the last thing they should.
People Buy from People, Not Logos
Matt’s final nugget: don’t outsource your social media presence. Especially for small businesses, people want to see the face behind the brand. A good example? Judy’s Family Cafe, where the owner turned goofy viral clips into personal invitations to her restaurant. It’s proof that personality-powered content connects.
Try These Simple Steps to Launch Your Go Broad Campaign
Test wide topics to see what gets attention, even if it feels unrelated to your core niche at first.
Infuse humor, personal moments, and relatable scenarios into your content. People want to connect with people, not textbook tutorials.
Balance broad reach with targeted follow-up posts aimed at your ideal customer. Viral reach brings them in — niche content converts.
Commit to a realistic, consistent posting schedule. If you can manage a post a day, great. If it’s twice a week, start there. Just don’t disappear.
Own your presence. Your followers want you, not a generic brand. Show up, be seen, and let them get to know the person behind the business.
