Transcription
Have you ever been on YouTube and then you realize that there's a lot more business owners starting to post on YouTube and take YouTube seriously? It's not because that they want to quit their business to become an influencer. They're making YouTube videos to make money. And I'm going to share with you exactly how I've helped multiple seven and eight figure businesses create a YouTube strategy that doesn't just grow their brand, but actually grows their business. I'm talking getting leads and sales from your YouTube videos without needing to go viral and get a ton of views.
So, if we zoom out a little bit, bird's eye view. This is the full four fullart system that I'm going to just give you in 30 seconds. And there's really two types of videos that you need to post in order to grow your business. Number one, it's capture content. People need to know that you exist. If they don't know you exist, you're not going to get customers. And the second part of this is conversion content. This is turning those viewers into buyers. And so we want to attract new people into our world and then warm them up, build trust, convert them with conversion content.
Now, the third piece of this that you're going to need besides just those two types of content is a bridge. And this bridge is leading to your offer where people can actually work with you. And then the last piece of this is your offer. Because at the end of the day, we don't want to just go viral. We don't want more viewers. We actually want more buyers.
And so, step number one is to reverse engineer this entire process. So, we are going to start here at the end with your offer. And we need to figure out who's your ideal customer profile. Who is this for? Who's it going to help? Because if you want to get more sales from YouTube, you need to have that in mind so you're not just getting vanity metrics and focusing on views and going viral and growing your subscriber count. Who really cares? Honestly, who cares? If your goal is to grow your business, then focus on that first. So, we have to know who buys our stuff in the first place or who our ideal buyer is. That way, we have that person in mind every time we're ready to make a YouTube video. That ICP becomes a target for us. It becomes guard rails in order for us to test our video ideas against. So if the video idea or the content doesn't attract and serve that person, we're just not going to do it because it's wasted time and we're chasing ego, not actually being smart and strategic for growing our business.
Once you actually list out and think about who that person is, you then want to set up your content conversion system. This is the bridge that I was talking about. Basically, you need to have a call to action in every single video. For example, in this YouTube video, you can click the link in the description and there's going to be a lead magnet down there or you could actually just click the link if you're interested in working with me as well and you can check out both those links. Now, if you're just going to post, you know, in the comments like, "What should my call to action be?" Well, it depends. We got to like have a conversation and figure out what your business is. This is where you got to figure out what's converting well for you. What is it? What's the funnel that you're using right now to already get clients? Do you have something that's already working that you can just put more of the right people into? That's kind of where you'd want to start.
So, for example, I was working with this online fitness company doing 5 mil a month and uh they had 60,000 subscribers and I helped them grow that YouTube channel all the way to over 400,000 subscribers within four months. What was their call to action in every single video? It was their low ticket offer. It wasn't a lead magnet. They were doing it was like a $27 product every single video because they have a great back-end system where they're running ads to that. It's working. They're converting it into their higher ticket program on the back end. So, we just use YouTube for what was already working for them and we got a ton of views, a ton of traffic, a ton of sales. So, for them, they were getting daily leads and sales and they just had a great system in place then to ascend them into the rest of it. And so, you got to figure out for you what that's going to look like. For a lot of people, if you're just testing it out, I would just say have a lead magnet. It's a lot easier to get someone on YouTube, especially like maybe you're just watching me for the very first time here. You're going to like click on something for free. You might click on the work with me thing and and watch that video and you probably aren't going to book a sales call and that's fine. Like you we don't know each other yet. But if I just have something awesome that is free for you and valuable, you'll give me your email and then we can stay in touch. I can you know, like there's all sorts of different ways you can do it. Uh, and so you got to figure out what works well for you, what works well for your business.
Now, we need to make sure every video we have that call to action. So, literally in the video, you are giving a call to action. And on top of that, you want to optimize the rest of your channel. So, things like putting it in the description, especially the top line or top two lines where people will see it without having to click the see more option. You also can put it in your pinned comment. So, every comment, just comment, click the three dots, hit pin, comment, and you can do that as well. Um, your bio on YouTube, like there's all sorts of different places you can put it, and you just want to optimize it so that anytime you're getting viewers, you're getting traffic to your channel, they know where to go. They know what that next step actually looks like.
Once you do that, and you actually have a system in place now, you know who you're attracting, the bridge is starting to be built. So, as people come in, they actually know where to go next and you can take them along that journey to potentially become a client customer with you. You want to move on to step three. And this is where we're going to start to layer in conversion content. And if you're just starting out, one of the best things you can do, like you maybe you have a brand new YouTube channel or you're just trying to get some sales right away, create a YouTube VSSL. It's literally just like a regular VSSL, but it's posted as a YouTube video, public. There's no opt-in and I've had clients and students do this and the very first video on their channel they're getting sales calls booked and they're not getting a lot of views but because it is a VSSL on YouTube people watch it and by the end of it they know exactly who you are how you help people and you can share a ton of proof a ton of credibility uh and give away a lot of value and then in exchange you can be really salesy at the end of that YouTube VSSL and you can tell people why they should work with you. And this is something that I did um earlier on when I started my business. And this video converted twice as much, the percentage was twice as high on that video than my regular YouTube videos. So it was twice as effective for converting viewers into leads and that is super powerful. So you definitely want to have at least one video that you know is converting well so that you can optimize for that.
Now, this isn't the only type of conversion content that you can post. You could post like a long form video that's like 30 minutes, 60 minutes. Some people even do, you know, Caleb Rston will do a six hour uh, you know, Hobbit extended movie on his channel. And props to him because his videos are actually amazing, too. So, the fact that they're that long is incredible. But my point is this, you could do all sorts of different things. The idea is thinking of it as like the conversion content is not meant to go viral. Conversion content is meant to be specifically for the person you're trying to attract and then just be valuable, give away a ton of free. You'll even see people on YouTube post like free course. Like this is a conversion content because you're just giving away so much value. People naturally are going to trust you more and want to take that next step. But also case studies could work. You could uh do client interviews. There's all sorts of things that you can do. The key here though in step three is you have to set up tracking. You need to set up tracking because then you know if your conversion content is actually converting and sometimes you might do a capture content we'll get to here in a second. Step four where you're like trying to get a ton of views and that might convert super well. And so we want to have the data there to know. There's um a a tool that we just started using called revkit.com. I'll leave a link in the description uh by a YouTuber Ed Lawrence who built this out to track all of his sales from YouTube and then you can see exactly what from you your YouTube content what's converting the best. Super super important. So you don't have to use that. You could use you know there there's a bunch of different platforms you could use but track the data because we don't just want to get views for views sake. We actually want to figure out what videos on our channel make us more money because then when we get into step four, we can just send the traffic to the videos that convert the best. It makes sense, but you don't know that unless you're tracking it.
And so, as we move on to step four, this is where we start posting some capture content. Now, it's not like you just do one piece of conversion content, then every single video from now on is like you're just trying to reach new viewers, go viral. It's not really about that. We still want to make sure it's attracting the right viewers. That's super important. Um, but there definitely is something to every once in a while trying to make a video based off a trend, based off of something that you think could perform really well and bring in a lot of new viewers.
Now, honestly, there is so much I could touch on in this. I have a full course called the YouTube growth system inside my program that that goes in detail over all of this, but I'll save you um, you know, hours of of research and just give you like the 8020. So the you know 20% of your effort that gets 80% of the results. This is what it is. And I kind of prioritize this into three different things. And so the very first thing is to prioritize packaging. So this is your video ideas. This is your titles. This is your thumbnails. That is so important with capture content because if they do not click, they don't watch. Right? It makes sense. And so you really want to think about the right video ideas and then how you package it with a good title, with a good thumbnail so that people actually click on those videos.
And then the second part of this is you want to prioritize your hook. On mobile, your video is going to start playing from the beginning. They're going to see that that packaging, that title, that thumbnail for a split second and then the video is going to start. So you want to be very intentional into how you start off your video. It's super super important to open up new loops, create curiosity, to get them hooked in to to say things that lets them know you're speaking to me, to the right person. Uh we call it the dog whistle method where you're at a dog park and if you blow a dog whistle, all those dogs are going to turn their head even though the humans can't hear it. You're targeting those dogs. We want to not target the dogs on your channel. we just want to target the right people and using the right words is a great way to actually pull that off.
Then the third part of this I would say is really prioritizing the video structure. It's not even like the script because you don't even need to script out your videos fully. Like even with this video I just have bullet points and it's not scripted word for word. But the point that matters is the structure of it. Are you making it easy to follow along? Does it can it be in a simple checklist, a step-by-step system? Could it be shared in a way that is a framework that makes it easy to learn but also easy to follow along and on top of that delivers real value to the viewers.
Now, I think the thing that is going to make you win and I think that helped me when I launched my business, um, I literally got fired from my six-figure job and launched a business, no idea what I was doing. I'm a content creator, not a business owner. I'm launching this business. I have two kids. I have a newborn. I'm like stressed out of my mind. I didn't even post that many videos on YouTube. I ran zero ads. Like, I spent a lot of time with my family. Like, I And I still made my point is I still made over $350,000 my first year starting my business. Why was that? Well, it's because I built up a small personal brand by just posting consistently. So, when I was working for this other channel as the creative director, the head of YouTube, I was posting content on that channel for years without asking for anything, without doing anything. I was just posting, giving valuable content so people knew who I was and trusted me. So, when I launched my business, people wanted to pay me. People wanted my help and that's because they knew who I was and they trusted me. But on top of that, what made that possible was I just posted and stayed consistent, which a lot of business owners have a hard time finding a way to stay consistent on YouTube because they overthink it. It they think it's hard. They got to spend too much money or time or effort into all of this. I have a video you can click on the screen and I'm going to break down exactly how you can create a system that is sustainable and actually grows your business. See you over there. Peace.