Sunny Lenarduzzi: On Tuesday's we talk about marketing.
Hey boss.
So recently I did a video on how I made $100,000 from one YouTube video.
And you can watch it here if you haven't checked it out yet, or the link will be around this
video.
And you guys really seemed to dig it, and I wanted to give further explanation.
Because I noticed a lot of the comments were like, "Okay cool, I kind of understand the
concept, but I really want to know the step by step process."
So that's what this video is all about.
How do you actually use YouTube to build revenue for your business without AdSense?
And I'm talking like AdSense has never been a part of my business strategy, it's never
been something that I relied on, and quite frankly - I'll be really transparent with
guys - I might have 200,000 subscribers at this point, but my AdSense tracks are around
$1,000 a month.
I think my last one was $1,032 dollars.
That's amazing, but it's taken me three years to get here.
So if I was relying on AdSense this entire time to try and build a business it would
be a long grind.
So I wanna give you an alternative that's gonna help you build consistent revenue in
your business, for your business, off YouTube.
Because this is an incredible platform, you guys know I love it so much, and it really
is the reason that my business has kind of exploded over the last couple of years.
Just want to reiterate, this strategy has nothing to do with AdSense, and it's truly
just a strategy to bring in consistent revenue for your business, and whatever products or
service it is that you're selling.
So to really simplify this and break it down, I'm gonna break it down into the three steps
that I used, and I've continued to teach the clients and the students that I work with.
And I'm actually gonna show you a couple of examples of those students and clients that
I work with later in this video so you can see, in real world examples, how this actually
works, no matter what industry you're in.
So if you're excited give me a like, and let me know below the video.
And we're gonna dive in to these three steps.
Step number one is obviously figuring out what is it that you're trying to monetize?
What is it that you want to sell?
So I'll explain my path and my journey of how YouTube helped me build my revenue and
my business on a consistent basis.
So as you may know I have a social media consultancy for about five years.
I didn't talk about it, I didn't advertise it.
All of my clients were coming in through word of mouth.
One day one of my clients went bankrupt, and I was kind of wondering what I was supposed
to do and how I was supposed to bring in consistent revenue, when I had been relying on that client
for a couple of years.
So I still had a lot of other clients at the time, and I was super busy as a solo-preneur,
and I need to figure out a way to answer these questions while also bringing in more business,
and all that kind of stuff.
So I sat down and I recorded a tutorial to answer one of my client's most frequently
asked questions, which at the time was all about how to live stream for your business.
So I talked about using Periscope, which was an app that had just launched at the time.
I at that point really didn't know anything about online business, I had no courses, I
had nothing to sell really, other than my time as a consultant in social media.
So I wasn't using it really to build a business at that point.
So it was kind of like ignorance is bliss.
But what happened was, as I started to do videos, as I started to create value for a
very specific audience - 'cause the majority of thing that I was talking about at that
time were all about how to leverage social media and all the different platforms - I
started to get all this traffic off of YouTube because my videos were ranking and being seen
on the first page of YouTube.
So people were discovering me on a daily basis for the first time, and I was getting all
these inquiries of people wanting to work with me, booking me for speaking engagements,
so things just kind of skyrocketed almost immediately for me, as soon as I started on
YouTube.
I still had a small audience, but I was getting a ton of opportunity because my content was
super targeted.
Then I started to realize that the content for me that was performing best was my content
about YouTube growth, because I was figuring out all these strategies to continue to grow
and rank my videos, so that I was bringing in more business.
So I started focusing more on YouTube, and asked my audience, I was like, "What do you
guys need to know from me, and what would you want me to make a course around?"
And the number one topic was video marketing in general.
So I made one course, and then now that's been updated into YouTube For Bosses, which
is the bread and butter, truly, of our business.
It's one of our top selling programs, and we've built programs off of that that are
more intimate consultancies.
So building that program really came from putting content out, creating massive value
from my expertise and my time as a consultant.
And doing it for free, and just putting it out there and seeing what people's reaction
was, while still running my consultancy, and figuring out what was really sticking with
my audience.
Once I figured out what was sticking, what I really wanted, then I created a paid product
around that.
So to give you another example of how this can work, it doesn't necessarily have to be
an online course, it just has to be something that's relevant to the content that you're
making.
And that's why this step is so important, because often times - and let me know in the
comments if you can relate to this - I get people coming to me saying that, "I just wanna
start doing vlogs.
I just wanna vlog on a daily basis and that's gonna help build my business and my brand."
And I often say that's gonna be a really hard and slow grind for you, because you're getting
this wide audience but not a targeted audience.
And if you do targeted content it's going to attract the right potential customers for
you.
So, two other examples that I wanted to show you are students and clients of mine.
One is Appolonia Ponti, who is a relationship and dating coach for men.
And she grew her channel from 50 subscribers to about 12,000 in five months.
And she's generating $1,000 - $2,000 a week off of YouTube by selling her services as
a dating and relationship coach.
And my other client is Mike.
And he talks about epoxy stone countertops, which is kind of a crazy random niche.
He's built his channel, with our help, to over 100,000 subscribers.
And in the first video that he did following our strategy he wrote me a note and he actually
let me know that he had generated close to $15,000 from one livestream.
Because he sold his epoxy products, related to what he was teaching in his livestream,
to his audience that was tuning in.
So there's a lot of different ways that you can generate consistent revenue from YouTube,
these are just two examples.
One is a service based business and one is a product.
The main thing is, once you know what you wanna sell, it makes it a lot easier to create
content.
And it takes out the confusion of what you wanna make videos on, because as long as your
content is relevant to what you're selling, you're going to generate a targeted audience
of customers, which is going to bring in consistent revenue for you, for years to come.
If this is making sense to you let me know in the comments below, and say "boss", so
I know that I'm on the right track with guys here, and that you're actually getting this
concept.
So from there we move into step two, which is obviously building an audience.
So now you're starting to put out the content, you understand what you wanna sell, so you
understand what kind of content you need to make.
I.e., me main program is on YouTube for entrepreneurs, so obviously a lot of my content is focused
on YouTube.
Now I know what you're thinking, you're probably thinking, "But if you give away all your content
on YouTube why would anyone want to pay for it?"
Well, in my thought process - and maybe this is different than most people - but I really
do believe generosity equals abundance.
I think that the more information that you can give away, positioning yourself as a leader
and as an expert, the more people will feel a sense of reciprocity and want to choose
you that they actually work with and buy from.
Because they feel like you've given away so much for free, imagine what your paid programs
must be like?
And that's how I built my whole business.
I don't really hold back from my YouTube videos, if you watch all my videos you could probably
figure out most of the steps that you need.
But in my course, it is four hours - a little bit more than that - and it give you every
single step of the process in detail, and a lot of things that I couldn't possibly cover
in one YouTube video.
It doesn't mean I'm holding back in my videos, it just means that I can't possibly cover
all of that content that's in my course in my free content, in the same amount of depth
that's going to make as big on an impact on you.
So build an audience.
The main thing is - and again, this works across the board - you have to really create
content that is going to attract the right type of person that's going to eventually
buy from you.
So I'll use another big YouTube example, Jaclyn Hill.
So Jaclyn Hill's a prime example of building an audience first, and then creating something
to sell.
So she obviously built her audience because she enjoyed makeup, and she's really good
at it.
So she's been doing this for years, and she's built this massive audience of millions on
YouTube.
And that makes you very attractive to brands.
So you don't even necessarily need to create your own products and services.
I do recommend it, because at least then you have ownership over it, and that's been really
beneficial for me in really controlling the consistency of the revenue and the business.
But for someone like Jaclyn Hill, she works with big, huge makeup brands that then push
her to their audience as well.
So she's working with companies like Makeup Geek, or Morphine, she's creating palettes
with them.
And she's then selling these things to her audience because they're dying to buy from
her, because they've been getting to know her for years, and years, and years, and she's
been providing so much content over the years that's highly, highly relevant to a makeup
consumer.
So building an audience is vital.
And in order to build an audience you wanna focus on content, like I was talking about
in step one.
If you're creating content like Jaclyn Hill, about makeup, it makes perfect sense to sell
something related to makeup.
It's kind of a never ending product suite that she has at her fingertips.
She can create brushes, palettes, whatever it might be.
She could even do a course of her own and do really well with it, because her audience
wants to learn from her.
That's the benefit of having an audience available to you and creating a community around you.
It really gives you - as I like to say - a trust fund.
Your tribe really is your trust fund, because if people are bought into you and you create
value for them, and they know like and trust you, they're not gonna want to go and turn
to another company or another influencer and buy from them.
So an audience is really important.
And in order to build an audience you really just have to focus on what it is that you
are the best at in the world, or even what you're beginning to get expertise in that
you can share with your audience.
So I always just say, "What is it that you're learning at this very moment that you've become
a master at?
And what could you teach your audience in relation to what you ultimately want to sell?"
Step number three.
Now probably you're sitting there thinking, "Okay cool, this all sounds great in theory,
but it also seems like a lot of work."
Well here's the thing.
If you've ever heard the term "passive income", I don't really believe that passive income
is real, necessarily.
Because I have a stream of passive income with our online course - it is self study
so I'm not involved in it on the day to day, and it's running automatically and selling
Evergreen, which is great - but it still requires me going in and updating the course regularly
and making sure that the information is up to date.
And just ensuring that the customer experience is constantly as great as it possibly can
be.
So nothing is truly passive, in my opinion.
I do think that it still takes work and time to sell anything.
And it should, because you have to take people's money seriously.
If someone is investing in you you need to provide the best possible product or service.
So if you're sitting there thinking, "Well I don't know what to sell, I don't even know
where to start."
It's okay if you don't start doing this immediately.
The most important thing is that you just start doing it.
You just start putting content out there.
You just start figuring out what your audience would want.
You figure out who you even want to be attracting, 'cause that is ultimately going to lead to
your end goal.
The people that I've talked about today, it's taken them a lot of time, including myself,
to really figure out who their exact ideal audience is, in order to start selling to
them.
So be patient with this process, which I know is sometimes hard.
I get it, I'm not patient.
But it is a big part of this process.
So, to get you thinking about this, there's a couple of things that work really well,
especially when you're just getting started.
Either wanting to sell products by yourself, or if you have a team behind you, these are
some of the things that you can start brainstorming and thinking about.
You can sell things like books.
You can sell e-books.
You can sell courses, online courses, even mini courses that are no more than five video
trainings.
You can sell coaching packages.
As I mentioned with Appolonia Ponti, she's done really well with that.
You can do physical products, as I mentioned with my client Mike.
You can do an Etsy store, you can drive traffic to an Etsy store.
You can drive traffic to an Amazon store.
You can do affiliate marketing, which in my opinion the best at this that I know are Sean
Cannell, he does an amazing job at affiliate marketing, and also Pat Flynn is pretty much
the OG of this space.
So those are two people to definitely go check out and follow, because they do an incredible
job with affiliate marketing, which basically means that they're selling products and they
get a cut of those products to whoever they're selling through.
Those are just a couple of ways that you can generate consistent revenue from YouTube,
not relying on AdSense.
YouTube is just basically one big traffic machine, and it is one platform, but it makes
a massive difference in your marketing strategy if you use it in the right way, and you're
not just waiting for your first AdSense check.
Because you might be a little disappointed.
Now, if you like this video let me know.
Because I know it was a lot of information, but I'm hoping that it's gonna get some clarity
for you on how you can actually use YouTube to build a real business, that's totally sustainable,
that you own and that brings in consistent revenue for you.
If you liked it let me know, and leave me a comment below, and tell me what your biggest
takeaway was or how you're using YouTube to build your business.
And be sure to subscribe for new videos every single Tuesday.
Can't wait to see you guys next week, thank you so much for watching.