We’re excited to introduce you to the always interesting and insightful Matt Foster. We hope you’ll enjoy our conversation with Matt below.

Hi Matt, thanks for joining us today. So, let’s start with trends – what are some of the largest or more impactful trends you are seeing in the industry?

One of the most significant trends we’re observing at Mafost Marketing, impacting both our Houston and New Bern offices, is the increasing accessibility of sophisticated SEO tools and techniques, largely fueled by AI advancements. It’s no longer solely the domain of large corporations with dedicated teams. Now, even smaller businesses are gaining access to insights previously exclusive to seasoned professionals.

I recall a recent client success story with an e-commerce hat brand based in California. Initially struggling to gain traction outside their immediate region, they started using an AI-powered SEO platform we recommended. This tool helped them identify trending styles and niche keywords, allowing them to optimize their product descriptions and blog content. The result was a significant increase in organic traffic from across the US, demonstrating how AI can empower even digitally-focused businesses to expand their reach.

Conversely, we’re also seeing this trend impact more traditional sectors. For instance, another client, a Texas-based Private Equity firm we advise was initially hesitant about the value of content marketing. However, by leveraging AI-powered tools to identify relevant industry topics and streamline content creation, they’ve been able to establish themselves as thought leaders, attracting higher-quality inquiries and strengthening their brand presence online.

Matt, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

It all started with a passion for building, both websites and, ultimately, business growth. For me, that journey began way back in the nascent days of the internet, crafting my first websites in 1997. I was an early adopter of social platforms, even navigating the wild west of MySpace in 2002 and later experimenting with the then-new frontier of Pinterest Ads. My background, perhaps unexpectedly, lies in education and leadership. As a former public school teacher and certified principal, my focus was always on empowering others and fostering growth, albeit in a different arena.

Fast forward to 2017, I took the plunge and launched my own online venture, experiencing firsthand the challenges and triumphs of building a business in the digital age. Things went well enough that I eventually stepped back, trading the boardroom for the boat and setting sail to explore the world – a journey documented on my YouTube channel, The Foster Journey. It was during this time, amidst the global disruption of COVID, that my path took an unexpected turn back towards the digital realm.

Former colleagues in education – consultants, authors, principals, public speakers – found themselves facing a sudden and urgent need to transition their businesses online. With schools shuttered and educational companies struggling, they were desperately seeking effective online platforms and marketing strategies. Having navigated the digital landscape myself, I became one of the few go-to resources within this niche. What began as helping out friends and former peers quickly evolved into a new mission.

The demand for clear, effective digital marketing guidance wasn’t limited to the education sector. Soon, small businesses, startups, and freelance professionals across various industries and even in multiple countries started reaching out. It became clear that the core principles of empowerment and growth I’d valued in education were equally vital in the digital marketplace. And so, Mafost Marketing was born, built on a foundation of real-world experience, a passion for helping small businesses thrive, and a dedicated team of specialists ready to provide the digital marketing muscle they need to succeed. My certifications, from HubSpot’s SEO mastery to Semrush’s marketing strategy expertise, reflect this ongoing commitment to providing cutting-edge solutions that truly propel businesses forward.

Has your business ever had a near-death moment? Would you mind sharing the story?

The early days of the pandemic were undeniably a “near-death” experience for my initial venture. My educational business, built around in-person workshops and school-based consulting, essentially ground to a halt overnight when the world went into lockdown and schools across the country slammed their doors shut. Payroll became a looming shadow, and the future felt incredibly uncertain. It was a stark moment, staring down the barrel of a business model that had become instantly obsolete.

However, in the midst of that crisis, a realization began to dawn. For over a decade, since 2004, my teaching and leadership roles had been deeply intertwined with technology. I wasn’t just an educator; I was someone who had been leveraging digital tools to enhance learning and communication for years. As the world scrambled to adapt to remote learning, that seemingly niche experience suddenly became incredibly valuable.

Within a matter of weeks, word began to spread. Former colleagues, school administrators, and educational companies, all desperately seeking guidance on how to pivot to online learning spaces, started reaching out. My phone, which had been eerily silent, began to ring incessantly. It wasn’t a planned pivot; it was a rapid, almost instinctive shift driven by necessity and a recognition of a latent skill set. That unexpected surge in demand, fueled by my prior experience in integrating technology into education, became the lifeline that not only pulled my business back from the brink but also laid the foundation for what Mafost Marketing is today – a testament to the power of adaptability and recognizing opportunity even in the face of crisis.

What’s a lesson you had to unlearn and what’s the backstory?

That’s a powerful and relatable lesson for any entrepreneur navigating growth. The backstory for me, and thus for the early days of Mafost Marketing, involved a significant shift in mindset. Coming from a background where I was often the sole driver – building websites, experimenting with early social media, even creating educational content myself – my initial instinct was to be involved in every detail. My strengths, particularly in understanding the technical aspects of the web and having a knack for creating engaging educational material, were what got my initial ventures off the ground. I knew how to build the engine and even drive the car pretty well.

However, as the demand for Mafost Marketing’s services grew, especially during that intense period of helping educators transition online, I quickly realized that the “one-man band” approach had a ceiling. I found myself stretched thin, constantly context-switching, and ultimately hindering our ability to take on more clients and deliver consistently high-quality work across different areas like PPC, dedicated SEO strategies, and more complex website development.

The real unlearning process was letting go of that ingrained need to be the primary executor in every area. It was about recognizing that while my initial strengths were crucial for launch, sustained growth required building a team of specialists, each with their own unique expertise. Learning to truly trust their judgment, delegate effectively, and empower them to take ownership was the real hurdle. It meant shifting from a mindset of “I can do this best” to “How can *we* do this best?” This wasn’t just about offloading tasks; it was about recognizing that the collective strength and diverse talents of a team could far surpass my individual capabilities, ultimately unlocking the potential for Mafost Marketing to scale and serve a wider range of clients effectively, from local businesses here in New Bern to e-commerce brands in California and financial firms in Texas. The transition wasn’t always smooth – there were moments of hesitation and the urge to jump back in – but the results of trusting the strengths of others have been undeniable.

Contact Info:

• Website: https://mafostmarketing.com/
• Linkedin: https://www.linkedin.com/in/mafost/
• Twitter: https://x.com/mafost