Hey everyone.
Jason here, digital marketing consultant.
And in this lead generation guide, you're going to get a practical three-step process
for actually generating leads consistently with YouTube.
So we're not going to be pie in the sky or talk about growing a channel here.
We're going to talk about creating content and ads that actually drive action that ultimately
leads to sales.
So timestamp table of contents in the description, along with some playlist and videos, I'm going
to be referencing as you come up with your content marketing strategy, putting together
your ads, and of course building your landing pages and coming up with lead magnets.
If any one of those sounded a little confusing, don't worry.
We're going to cover all of them in this guide.
Now, before we dive into three steps, there's something that's very important as you go
to YouTube to generate leads, because 99.9% of the people who are creating content for
YouTube, don't actually know what lead generation is, let alone care.
So, whereas you might see a lot of other channels posting a lot of content in a variety of topics.
You need to drive sales, which means you need to be very targeted and focused, which is
why you only need to make actually five videos in order for this strategy to work.
So you're not trying to grow an audience.
You're not trying to grow a channel.
You're not trying to go viral here.
You're trying to get customers to pick up the phone or enter their name and email to
do business with you.
So just keep that in mind, as we go through, we don't need to make tons of content.
We just need to make a few important pieces of content to get the right people that we
want.
And that's actually going to lead me into step number one, which is creating magnetic
content.
So here you only need to create three videos in order for the strategy to work.
Can you make more?
Yes.
Can you make less?
Probably not, but you can always start with one, but you want at least three, because
you need to be able to test different headlines and different types of content to see what
type of content is actually going to provide you the highest return on investment.
And so you're going to need at least a sample size of three in order to figure that out.
Now, the good news is you don't have to come up with some master content strategy here.
Since you're just generating leads.
There are only three types of videos you need to consider making.
And I recommend starting with each one of these.
And then as you start to scale your lead generation process, you'll figure out which one of these
actually works better.
So here are the three.
The first is how to, this is going to be a step by step tutorial where you show customers
exactly how to do something.
The next one is going to be some sort of review video, where you are reviewing a product service
or software.
Now it's very important that whatever you're reviewing is not a direct competitor of whatever
you have.
So for example, if you sell consulting services, don't go ahead and review your competitors,
right?
That's going to seem disingenuous, just like if you are a software company, you're not
going to review other software’s that do the same thing you do because no, one's going
to be able to take you seriously, but you can review things that are related or something
that your ideal customer might be actually looking at.
We'll get to an example in a moment.
And then of course the final one is going to be a decision guide and this can actually
be combined with a review, but essentially you want to think about what does your ideal
customer have to make or what kind of questions are they asking?
And they're trying to figure out, okay, should I go this route?
Or should I go this route?
A quick example would be, should I use LinkedIn for lead generation?
Should I use YouTube?
Should I use Facebook?
We could easily create a video or blog post that talks about the pros and cons in each
one of those and a short couple of questions.
Someone could ask to figure out which platform they should choose.
And with these three different types of content, you have everything you need to get started
with generating leads on YouTube.
Now, if you want to take a deeper dive into this process, I'll link up in the cards, in
the description to a full blown content marketing video for generating, creating content that
generates leads on YouTube, but that's more of a content marketing strategy.
And you don't have to worry about that right now.
So as an example, we used to build webinar funnels for clients.
So one of the things we did is we made a lot of review videos about different webinars
softwares, as well as comparison videos about different webinars softwares.
It was a perfect fit, because we wanted to attract people who are interested in creating
a webinar funnel, where we weren't interested in convincing people that they should.
We wanted people who were already convinced that a webinar funnel was the way to go.
So what we would do, is we would have those review videos and then we would use the second
step in the strategy to retarget them and actually begin our sales process.
But we only did that with people who had already showed interest in the webinar review videos,
we've done a very similar thing with all of our YouTube advertising tutorials.
We have specific ads and specific offers for people who have gone through our, how to tutorials
on YouTube ads.
Of course, it wouldn't make sense to just target everyone on YouTube.
We want to make sure that people are actually interested in what our ultimate product or
service is.
Now those are two, just very basic examples.
So you can see there are a lot of different things you can do here, but what's most important
is you choose three to start with.
You only need three.
So one how to video one review video, and one decision guide.
You'll be good to go with the first step.
Now, the only other thing you want to do when you're creating our is have some sort of call
to action at the end of the video.
So for example, if we were doing a video tutorial on how to run YouTube ads at the very end
of the video, we could say something like, if you want to learn more about how to optimize
your campaigns, or if you'd like a done for you, YouTube ad script, go ahead and check
out the link in the description.
And that is as complex as your call to action has to be, of course, if you're some sort
of consultant, then you could also say something to the effect of, Hey, if you're still having
trouble.
If you're still struggling with this or having trouble with this, it's two different words,
right?
Not trogul, whatever that means, right?
So you can, at the end of your video, say, if you're struggling with this, you're having
trouble with this, go ahead and click the link in the description.
I'd love to hop on a call with you and see if I can be helpful.
And then that can help start your sales process as well.
So it doesn't have to be a super hard call to action at the end of your video, but each
one of them, those three pieces of content should have some sort of call to click a link
in the description, to go to your website, where you can collect their contact information
and we'll get to how to do that in step number three.
So once you have these three pieces of content, the three different types of content, of course,
and you have some calls to action.
You're ready for step number two, which is using the power of YouTube ads.
Now, the best way I can describe YouTube advertising at this point is you're jumping at the front
of the line.
So right now what happens with these three videos, if you post them organically, by the
way, please do not run ads to the videos we just posted organically.
Please, do not do that.
Keep watching.
You're going to see why.
Now once you have posted those, you have to wait for the algorithm to figure out whether
or not it likes your video and who likes your video.
And this can take up to a year, right?
This is why so many people don't like content marketing, because it could take such a long
time, even if you've optimized it to a T. So what you want to do with YouTube ads is
you're going to for a couple cents per view, jumped to the front of the line and say, Hey,
YouTube, I'm going to pay three to 5 cents per view.
And I want you to show my video to these people.
And what's great about it is you're going to set up two different types of campaigns
and you only have to make two more videos.
So you're going to have a total of five.
So you have three videos that were content.
And now you're going to have two videos that are ads.
And these ads videos are going to be very direct.
There's going to be zero value in them, right?
You're not trying to educate or position yourself or build rapport like you were with the first
three videos.
The second two videos are going to be a direct call to action, where you say, Hey, I noticed
you checked out my video on XYZ.
I really think I could be helpful or I really think this webinar, this PDF, this magnet,
or a free discovery call with me would really help you get to the next level, something
to that effect.
And that's all you need to do with these two new videos.
So here's what your campaigns will look like.
Your first YouTube ads campaign is going to run something called discovery ads.
And these are ads that just show up across YouTube that people actually have to click
on.
And what you're going to do, is you're going to take your first three content videos.
Again, you're not going to run traffic to them yet.
You're going to re upload them.
And all you have to do to enable you to re upload them, just change 15, 10 to 15 seconds
of the video.
Re-upload them as unlisted and then create this campaign.
I'll link up in the cards, in the description to a video that walks you click by click,
it's over 30 minutes long, that we'll go through exactly how to set this up inside of YouTube
ads.
I'm just going to tell you what you're going to be doing when you're watching that tutorial
video.
So you're going to take those three content videos change 10, 15 seconds of them re upload
them.
So now you have a total of six videos, right?
And those videos are what you're going to use in your YouTube ads.
The reason you have to do this is YouTube ads destroy your chances of ranking organically,
right?
So we want our original three videos to have a chance to rank, but we also want to jump
to the front of the line with our content video.
So we need one version for ads and we need one version organically for the YouTube algorithm.
Also, the other advantage of doing it this way is you can actually start testing your
headlines and your thumbnails inside Google ads.
And then when you find a better headline or a better thumbnail, you can actually just
update your organic version and you'll find that your rankings or reach might actually
improve.
Although that is a little advanced.
And then the second campaign you're going to create, is you're actually going to create
a campaign specifically for those two ads that have a direct call to action to your
site.
And those ads are going to remark it to anyone who has watched a video on your channel.
Now, I know what you might be thinking.
I get this question a lot.
Hey, well, if I have other videos on my channel, wouldn't I want those ads to only show to
the, you know, three content videos that are made specifically for this lead generation
process.
And ideally the answer would be yes.
However, the updated rules from Google on how many people you need in every marketing
audience for it to work, it's going to be incredibly expensive, or it's just not going
to work at all, because Google's going to tell you, there's not enough people who watch
these other videos.
So we've found that even if your ad is saying, Hey, I noticed you watched this video and
maybe they didn't actually see those by just remarketing to everyone who's ever seen your
video.
You're going to get much better results in terms of much lower cost per view.
And you're actually going to get a better click through rate than if you try to be super
specific and only targeted those three videos.
So if that didn't make sense, that's okay.
Just go ahead and make sure that with the second campaign that you're looking at here,
you're going to be targeting anyone who's watched any video on your channel with those
two ads that directly link people to your site.
And these are going to be in stream ads.
So these are going to be anywhere from 60 to 90 seconds and they'll pop up in front
of YouTube videos.
Whereas the first campaign that you set up, these are going to be discovery ads that people
have to click on.
They'll show up in suggested and search.
So once you have this set up, you're ready for step number three, which is actually going
to be your funnel.
Now, if you feel a little confused with YouTube ads, that's okay.
I know we went through it awfully briefly.
So link up in the cards and the description to a video that goes through excruciating
detail on exactly how to set this up.
Now, the final part of this process is going to be creating your lead generation funnel.
So this is simply going to be something called a landing page that will send a couple of
emails and something called a lead magnet.
So this diagram shows us everything that we're actually going to be putting together.
So as a quick recap, we have three sets of videos here.
The first set at the very top are the three organic pieces of content you've created one
how to one review and one decision guide.
Then the second group is your first YouTube ads campaign where you're running unlisted,
re uploaded discovery ads.
So you took those first three videos, changed them up for 10 or 15 seconds, and then reapply
loaded them as unlisted.
Then the third set at the bottom is only two ads.
And these are going to be your in-stream ads that drive traffic directly to your landing
page.
What's cool about in-stream ads is you'll actually be able to have a link in the ad.
So people will have to click on it as opposed to the first set of videos where you tell
them to click a link in the description, so you're going to get a much higher click through
rate, and most likely those ads are going to perform a lot better with your lead generation
over time.
So now let's talk about where people are going, right?
Because what we want to do with our ads, whether it's organic content, it's our re uploaded
content, or it's just a straight call to action video, is we want to collect contact information
so we can warm them up.
After all, someone is probably not going to whip out their credit card and do business
with you.
After the first video they ever watched, they might after the second or third, which is
why we want to put them into an email sequence, where we're going to warm them up and eventually
start that sales process.
But we want to make sure that we're taking baby steps and we don't jump straight to,
Hey, pay me money so I can help you, right?
We want to ease them into it.
So here's what a landing page could look like.
As you can see, all we have is a headline, a picture of what the lead magnet is.
And then a couple bullet points on exactly what they're going to receive.
This is an example of one of the lead magnets we use when we create content marketing videos,
very similar to this one.
And the reason pages like this work and the reason someone would actually enter their
contact information is because of the lead magnet, which is the second part of your lead
generation funnel process.
So a lead magnet can be anything from a PDF guide, all the way to a full blown webinar.
Now, if you don't already have a webinar set up, I really, please, do not waste your time
putting together a webinar.
You can generate leads using something as simple as a PDF guide or an Excel tool.
If you want to learn more about what you can do with lead magnets, because they're a bunch
of different ideas that take less than a week to set up, check out the link in the card
or the description for a full blown video on all the different type of lead magnet ideas.
And some you can put together in a Sunday afternoon.
So you definitely doesn't have to be a super arduous process.
Now the final step is going to be something called a rapport building sequence, because
at this point you've created some content.
You've gotten that contact information, which is also important.
And now it's time to begin starting the sales process.
I like using a simple five email system, very similar to what you're looking at here.
And these are simply emails designed to build rapport in Goodwill, and then start talking
about your paid product or service.
And if you want to learn more about how to use this email sequence or a free tool, you
can use to put all this together, I'll link up that video in the description as well.
And so with that, this is what your YouTube lead generation funnel looks like.
I hope this has been helpful.
Please make sure you use the comment section to ask any questions you have.
I do read and reply to every single one, hit that like button, subscribe for more lead
generation videos, just like this one.
And until the next, keep building the business you love.