SEO Meets Social: How to Actually Get Found Online

In the latest episode of the Social Media for Business podcast, our founder, Rebecca Bridgen, was joined by Matt Pyke, the Managing Director of Fly High Media, a digital marketing and SEO agency based in Manchester. Matt brings years of experience helping small and mid-sized enterprises (SMEs) build visibility, authority, and real-world results through SEO, paid social media, and strategic content marketing as just some of his offerings.

In their discussion, Matt shared his journey from self-taught university student to leading a 14-person agency—and what he’s learned about what it really takes for businesses to grow online. Their conversation covered everything from the basics of SEO and paid social to common mistakes SMEs make when building a brand and how to get the most out of limited time and budget.

We highlight some of the most valuable insights for businesses that may be struggling to connect the dots between strategy, visibility, and results.

Finding Focus: One Message, One Platform, One Customer

One of Matt’s most practical recommendations for smaller businesses struggling with where to start is to simplify.

“Find one customer persona, one platform, and one message—and try and get it out there. Be consistent with it.”

Rather than trying to be present on every platform and follow every trend, Matt encourages businesses to focus on understanding their ideal client, picking the most relevant platform (in most B2B cases, this is LinkedIn), and consistently sharing messaging that speaks to that audience’s real-world needs.

For maritime SMEs, this means getting clear on who you help and how, as well as showing up on LinkedIn with content that proves you understand their challenges.

Nurture First, Sell Later

Matt made a powerful analogy about social media and digital marketing: it’s like dating.

“It’s like going on a first date and being asked to get married. You’ve got to build that relationship, add value and create trust.”

Businesses that rush into cold selling—especially through tactics like LinkedIn DMs or one-off ads—often find themselves ignored. Instead, Matt recommends a nurture-first approach: share value-led content, use remarketing ads to stay top of mind, and provide consistent touchpoints that build credibility over time.

He also emphasises the importance of brand tone and timing. If your audience isn’t ready to buy, your job is to stay present until they are.

How SEO, Paid Ads, and Social Work Together

Matt’s expertise lies in integrating different channels, so they support each other over the long term. He broke it down clearly:

• SEO (Search Engine Optimisation): This is the foundation—valuable, well-structured content on your website that helps your business appear organically in search results.

• Paid Advertising (PPC): Best used for retargeting, lead generation, or strategic campaign pushes. While platforms like LinkedIn can be expensive, the returns can be worthwhile if targeted well.

• Social Media: Humanises the brand, builds trust, and opens conversations. Video and short-form content are particularly effective on platforms like LinkedIn and TikTok.

• Email Marketing: Often underutilised, email is one of the highest-ROI tools available for continuing the conversation and offering value beyond social platforms.

  
  

“You’re not just explaining what you do—you’re showing that you understand your customer’s problems and can solve them.”

Mistakes Businesses Often Make Online

Matt identified several recurring mistakes he sees across sectors, including maritime:

1. Inconsistent Messaging

   Many businesses speak in overly technical terms or focus on their own interests, rather than the needs of their audience.

   
   

2. Lack of Consistency

   Growth is slow and cumulative. Sporadic posting or quick-fix campaigns rarely lead to long-term results.

   
   

3. Overcomplicating Content

   Instead of showcasing technical detail, translate your expertise into outcomes your client understands—time saved, risks reduced, efficiencies gained.

   
   

“Talk in outcomes, not technical jargon. Show the result, not the process.”

Quick Wins for Immediate Improvement

Matt shared several actions SMEs can take immediately to start building momentum:

• Repurpose existing content. Don’t start from scratch—turn old blogs, videos or webinars into LinkedIn posts or newsletters.

• Use tools like ChatGPT and Ubersuggest to brainstorm content ideas and improve efficiency.

• Build communities. Participate in niche groups or start a LinkedIn newsletter.

• Set up remarketing campaigns. Start with a small budget to re-engage website visitors.

• Review your sales funnel. Understand what’s working and optimise accordingly.

  
  

“Most businesses already have content—they just don’t realise how valuable it still is.”

Final Takeaway: Start Small, Stay Consistent

When asked what advice he would give to a business struggling to grow online, Matt didn’t hesitate:

“Start with one customer persona, one message, and one platform. Focus on solving a real problem in your audience’s language. Stay consistent and the momentum will come.”

About Matt Pyke

Matt is the Managing Director of Fly High Media, a digital agency offering SEO, paid media, and content marketing services to growth-focused SMEs. He regularly shares insights and resources for business owners and marketers at matthewjpyke.com and on LinkedIn.

Listen to the Full Episode

You can listen to Episode 7 of Social Media for Business featuring Matt Pyke on:

• Spotify

• YouTube

• Apple Podcasts

Make sure to subscribe so you never miss new episodes that help your maritime or B2B business become more visible, more valuable, and more connected online.