- If you have a product or service to sell
through your Youtube videos,
you're likely making a huge mistake
that's actually really counterproductive.
Just like eating ice cream while trying to work out.
If you're trying to generate a lot of leads and sales,
you need a lot of eyeballs coming into your videos
but the way you're selling is likely making it difficult
for the Youtube algorithm to actually promote your videos
to the viewers that want your product or service.
Well, today let's fix all that
so your videos aren't like working out
and eating ice cream at the same time.
(electronic music)
Hi guys, my name is Tim Schmoyer,
welcome to Video Creators.
We're all about helping you grow your Youtube audience
so you can spread a message that reaches people
and changes their lives.
And in order to make that sustainable long term
you need to make money on Youtube.
And thankfully it's a lot easier to sell
and make money on Youtube than a lot of people think,
you just need to know how to do it correctly.
I have been full time here on Youtube for six years now,
it's grown to a team of ten people
who work for me and work for you guys
on this channel and the services that we provide
for you guys as creators.
100% of our revenue comes directly as result of Youtube.
And over that time I have learned a lot
about what does work in selling on Youtube and what doesn't,
both for myself that makes this sustainable
as well as the hundreds of clients
that my team and I serve together.
But before we get into fixing the selling part,
there's first two main content strategy problems
that we have to fix first.
Problem number one is that you have way too many goals
for your video.
For too many creators, they want every video they do
to get a lot of views and get a lot of subscribers
and get a lot of comments and generate a lot of sales
and get a lot of leads and go big on Reddit
and rank number one in search and do all of these things,
get featured on blogs.
You can't effectively accomplish a lot of different goals
with one piece of content.
You can absolutely, more effectively,
accomplish one specific goal for each specific video.
Nowhere else in the marketing world do we do this,
but on Youtube, for some reason, people forget.
Like, take your website for example.
The home page has a specific goal
which is different than the contact page
that has a different goal,
which is different than the about page,
which is different than the sales page,
which is different than the email sign-up page.
Each of these pages are crafted with a very specific goal
and are designed accordingly.
Think about it like an email marketing campaign.
The first few emails are delivered
just to grow the know, like, and trust factors
and they're giving you really good value,
which is leading then to really teasing a problem
that eventually, in email maybe five or six down the road,
is really selling you on a solution to that problem
that they solved for you.
Each email on that sequence has a specific goal
that's leading to this point, which is the sale,
and I think there's something we can learn
about how to do that with our videos too,
but let's get to that in a second.
Problem number two is that too many creators and marketers
go the opposite direction
and think that the goal of every single video
is to sell something.
Now, here's the problem with that.
In order to sell something
you have to get them away from the Youtube video
and onto your platform to sign up, buy, purchase, register,
whatever the case might be,
and every time you successfully do that
you are ending that viewer's session on Youtube.
And Youtube's goal is actually to get people
to stay on Youtube as long as possible,
consuming as many videos as possible
and seeing as many ads as possible.
So if your video is effectively ending that viewing session
and sending people away from Youtube
in every video you publish,
that's actually a very negative thing on the Google
and that makes it hard for your videos
to actually gain the momentum that you want them to gain.
I have three specific goals, or buckets,
that all of my videos are designed to fall into.
Every single video I do
must fall into one of these three categories.
In the first one, the main goal is to be discoverable.
The goal here is to go out and get a new audience
who's never heard of you before,
has no idea who Tim Schmoyer of Video Creators is.
The only reason they clicked to watch my video
is because the title and the thumbnail set them up
to have an expectation of a certain value
that they want to consume,
or in your case maybe a certain story that they wanna watch.
For me, those videos then to be more highly polished,
a little bit better edited, really high-value content,
and I'm purposely integrating things
like my story and some of the things I believe
and some of the branding elements that I have learned
that make it easier for people
to connect with me and my brand,
and it's getting all that in there.
And my main call to action
at the end of those discoverable videos
is not to go buy a product,
because that could make a video not discoverable
for that much longer,
instead my main call to action
is to actually click and watch another video.
I want that viewer to spend more time
watching more of my videos.
And if I can get them to watch two, three or four videos,
for the next week
my videos will likely follow them around Youtube
and that to me is more important
than getting a subscription or a like or a comment
or anything else.
The second goal, or bucket of content, for me,
are community videos.
The goal of these videos
is to grow the know, like, and trust factor.
So these videos are just for people
who are already in my existing audience,
they are serving better
the people that the discoverable videos brought in,
and so sometimes it's stuff that I do for you
that maybe you wouldn't have even thought to look for
or search for but it just makes you glad
you're subscribed to Video Creators
because you're like,
"Oh, this video is showing up in front of me now,
"I wouldn't even have thought to look for this, it's great."
Or other times, like, behind the scenes, a look at things,
or just things that deepen your relationship
with the viewer, that is a really good community video.
Now, the goal here is not to get a lot of views
and subscribers necessarily,
the goal here is for this video
just to reach your subscribers.
And probably in about another week or so
that video's passed through people's subscription feeds
and is no longer getting any views
and that is perfectly okay,
that video has accomplished its goal.
For me, the production value of these community videos
tends to be a little bit more relaxed,
more authentic, more personable,
just trying to make it feel
like we're having a good connection.
So the main call to action on those videos
is actually to engage in some way,
whether it be to comment or to interact
or something like that.
The third goal, or bucket of content that I have,
are my sales videos.
Now, these videos are designed to actually capitalize
on that the discoverable videos brought in,
what the community videos did
to grow the know, like, and trust factors,
and now I'm capitalizing on that with the sale.
This is where, I delivered really good value
and now I'm capturing good value.
For me, the production value of these videos
ranges from really high to a quick little vlog
I just do on my phone,
making range really whatever serves your purpose
and whatever fits your style
for those types of sales videos.
And main call to action here for me
is a click a link in the description
or an interactive card or an end screen or whatever.
And get off of Youtube, get onto my website
or to wherever I want the person to go,
whether it's a brand deal,
like I want them to check out the brand or something,
the call to action is get off Youtube
and go sign up, register, buy, purchase, whatever
for this thing.
Ultimately what I'm doing is just taking
a normal sales funnel approach,
like what people do with email and other marketing avenues,
and I'm just applying it to my Youtube videos.
My discoverable videos are kinda like my lead magnets,
the things you maybe would sign up to get a free ebook,
like in my case, by giving me your email address.
And then my community videos
are like the first couple of emails of the sequence,
they grow the know, like, and trust factors.
And then I deliver on the sale and my sales videos.
So it's the same funnel that you're used to
in anywhere else in marketing world,
just applied to Youtube.
A common question I get at this point is,
Tim, how frequently can you publish a sales video?
I feel if I did that,
that would actually really turn off my audience
and I'd lose a lot of people.
And the answer to that question is,
like, yeah, it depends.
Every audience has a different tolerance for sales content,
and you're gonna have to really just succumb to experiment
to see where your audience is at.
If you've never done one before,
I can guarantee you
that it's gonna be a shock to them at first
and their tolerance will be low.
The key is to do the sales video in a way
that still offers tremendous value to your audience.
Not just, like, hey you've been following me for so long
now you need to go over to Patreon
and make sure you give me money
because I've been doing these videos for a very,
like, nothing like that, right?
Personally, I do sales videos about once or twice a month,
sometimes more, sometimes less,
it just kinda depends on what's going on.
And I feel like I can get away with it with you guys
because that's been a part of our relationship
from the very beginning,
sales has from the very beginning of this channel
has always been a part of that process.
Yes, people do unsubscribe here
every time I publish a sales video,
but it's not a large number.
And my goal here isn't actually to grow
the largest Youtube channel possible anyway,
my goal here is to deliver the best value to you that I can,
and sometimes that value comes in the form of a product
that's offering value in a way
that I can't offer to you here through this Youtube channel.
And sometimes they cost me money in order to be able
to provide that value to you in the first place.
So then we get to support and help each other
by you providing and supporting me
and I get to support you with this content
or this training or this service
that you otherwise wouldn't be able to have access to.
So it really becomes a win-win situation
because we both get to support each other in the process.
If you wanna see some of my examples
of what my discoverable, community
and sales videos look like,
there's some links down in the description below
you can click on, which works great for me
because this is actually intended to be a discoverable video
so my goal is to get you to watch more videos.
So more of those down there.
If you wanna learn more about how to sell on Youtube
and grow a business around your channel,
click this short playlist I put together for you
right here that will dive more into that.
And I will see you guys over in those next videos.
Or those down there.
(beep)
(TV woman speaking)
- [Woman] Oh dear. (laughs)
(thumping)