I see this on $20,000 videos and DIY videos on people launching their first and their 100th video, it doesn’t matter.
People put all this effort into creating their video, then upload and move on to the next task.
The problem is, YouTube doesn’t work that way.
People recognize the work that needs to be done to develop an email list, right? You create freebies, you advertise them on Facebook, you hold webinars, you get really creative finding ways to increase your email list.
Same with your website. If you want to get found on search engines, you take efforts to optimize your website. You use keywords. You get links to and from your site. You add video (now a key strategy for Google).
But when it comes to YouTube, I see so many people posting and praying.
Or more often, they post and move on to the next thing.
Here’s a fact. I’ve purchased $1,000s of dollars of products because I’ve “met” people on YouTube and saw the value of their offering.
I’ve purchased courses, books, software applications. One of those courses, B-School, was $2,000. I applied for and received a grant to attend the online 8-week course.
That $2,000 course was money well spent. And I knew it was going to be money well spent because I had been learning from Marie Forleo, the founder and creator of the course, for months on YouTube. I’ve learned about harmful chemicals in food and change my eating behavior because of information shared on YouTube.
It’s not just me. Consumers are using the web to do their research before buying. And YouTube is now the second largest search engine. (And yes, I’m now in development with my own YouTube series because I can’t continue to be the cobbler’s daughter with no shoes.)
When you post to YouTube you have the potential to reach and bring value to hundreds and thousands of viewers. That could and should translate to real business.
Let’s look at this potential and the reason you may want to do more than post and pray.
Let’s say you are an information, service or software business (I’ll cover nonprofits in a future post). If you reach and develop a relationship with 500 people you have the opportunity to bring even 2% of those viewers into your tribe, that is 10 new clients. If you are selling a $500 product, that comes to $5,000.
So what is it worth to you to attract more viewers?
First, let’s look at the concept of “developing a relationship.”
The first requirement for developing a relationship with your viewers is to provide valuable content. Your videos should provide information that addresses questions people are seeking to answer.
And you need to deliver your content in an engaging way people who want to learn more feel like you are a good resource to learn more.
You develop a relationship with people who have an interest in a topic, like what you have to say in that one video, and then wanting to continue learning, they find search for more videos on the topic.
This is why I believe in the mini-series.
To create a relationship worthy channel, you don’t even need to create a year’s worth of content. You just need to create a number of videos on a particular topic. If you already have a number of videos created on a certain topic, even better. You don’t have to create a mini-series from scratch. You can just make them available in a playlist, by that topic.
Going one step further, I suggest making your mini-series and playlists map back to a specific offering or feature of your offering. If your viewer wants to learn more, and they have a need to solve the problem you are providing a solution to, they will be interested in going off YouTube to learn what it is you have to offer.
You want to provide your viewer a pathway to learn more.
I like to say, little videos are invitations to learn more.
There are various ways to provide a pathway.
• Annotations. These are great for product offerings as well as opt-ins. This is a way of providing an actual link to pages outside of YouTube. The great part of this feature, when a viewer clicks on an annotation the link opens up in a new window, so viewers are not directed away from your video. AND, your video is paused so they can continue watching with their full attention, after they’ve checked out your link. How cool is that?
• Post-video announcements. After your regular close, for your hard core fans who are still watching you announce your product offering and give people a way to
• Integrated offering. Tell people watching your video, hey, I created this special PDF, recipe card, report, checklist, etc., just for you. Click to get access.
• Opt-in link in your description. For those people who embed their videos on their blogs, they sometimes forget that they have a lot of viewers who find them through YouTube itself. When you then say click the link below, you need to have the link in your blog offering as well as your YouTube description.
YouTube is making it really easy for businesses to get on their platform, share content, and develop a relationship with their audience. You just need to invest some time and attention after you post your video to take advantage of this.
Here is a recap on the three things to focus on to start building your relationship with your viewers on YouTube, to generate engagement and move people on a pathway to purchase.
1. Create valuable content, content that addresses people’s problems that you solve
2. Create a mini-series, this helps people get more value and answer more questions
3. Create a pathway to purchase for those who want to learn more or buy your product
But, how do you get people to watch your video in the first place?
Stay tuned. I’ll cover how to get “discovered” in my next post.