How to Scale Your Business with a YouTube Podcast (Client Acquisition System) with Tamara Thompson

0:01John Lee Dumas:Boom! Shake the room, Fire Nation. JLD here and welcome to Entrepreneurs on Fire, brought to you by High Level, the all-in-one sales and marketing platform. Today we'll be breaking down how to scale your business with a YouTube podcast. And to drop these vibe bombs, I brought Tamara Thompson into EO Fire Studios. Tamara is the CEO and co-founder of Broadcast Your Authority and Women Unlocking Wealth and a trust consultant to high-performing entrepreneurs. known as The Connector. She has helped build and grow an eight-figure podcast and content marketing agency. And today she mentors CEOs and experts on turning their message into a market-leading platform.

0:35John Lee Dumas:And today we talk about why YouTube video podcasting wins right now, about podcasting versus podcasting as a client acquisition system, engineering episodes that attract buyers, and the power of evergreen YouTube SEO and oh so much more. And a big thank you for sponsoring today's episode goes to Tamara and our sponsors. Stop duct-taping your business together. High Level runs your website, your funnels, email, automation, scheduling, payments, and memberships all in one place. And when you sign up at highlevelfire.com, you get a 30-day free trial plus my exclusive bonus stack that includes weekly office hours with me and much more.

1:09John Lee Dumas:Visit highlevelfire.com, highlevelfire.com. Fire Nation, are you ready to build something special in the next 50 days? Check out my free YouTube series, 50 Days to something. Short and strategic step-by-step videos by me, JLD. On day 50, you'll have a valuable asset. And the best part is it's completely free. Visit eofire.com slash YouTube and start day one today. Tamara, say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with. What's up, Fire Nation? That's a good one. You know, years ago, um, I had a mentor that you and I both know, we won't say names, but she, she said to me, you know, Tamara, you always have to say yes to success.

2:03And it was one of those things that was like, Oh, I guess if I just say yes all the time, it will just lead to success. But over the years I was like, no, that's not correct. I was like, it's more about saying no to what doesn't serve you. And so I think a lot of people kind of go into that. The most people focus on productivity hacks, motivation, the hustle, the routines. And over time, I really realized that it was like more about like redesigning your environment and changing like the intervals to your narratives and just becoming that person that doesn't negotiate with excuses. So that would be my, my suggestion on that one.

2:40John Lee Dumas:Yeah. Luckily I learned that early on as well. And for me, it's always been when I say yes to one thing, I'm saying no to everything else that could possibly have happened because of that yes, with the time, energy, bandwidth, financial commitment, whatever it might be. And so you really have to focus on your yeses being the right ones and really be generous with your no's because you need to know what your lane is, what your goals are, what you're driving towards. 100%. I agree with you. Love that. I mean, that was probably about like a dozen years ago that that was like the first thought. But But yeah, just the saying no and saying yes to the right opportunities has helped us propel in our company and business and life and even ourselves.

3:23Yeah. Because even like your health and your wellness and everything else, your sleep.

3:29John Lee Dumas:And you can say yes to those opportunities if you've said yes to everything else, because your plate will be too full and overflowing. You need to be constantly making sure that you have space for the new amazing opportunities that could be coming your way. Today, Fire Nation, we're talking about how to scale your business with a YouTube podcast. I want to start by talking about why YouTube video podcasting wins right now, Tamara, because you said that YouTube video podcasting is the fastest authority building asset for a service-based business. What makes video podcasting specifically so much more powerful than social media or traditional podcasting alone?

4:06Well, I'm a little bit biased on this piece of it because YouTube is more of our background. Um, the reason that I say that, that video podcasting is really where it's at is because a lot of social content and YouTube of course is the largest search engine owned by Google. Uh, and people resonate with people's emotions, their charismatic ways, their enthusiasm, their, their deep, you know, deep expressions, things like that. And so like, I'm a big, you know, advocate for video podcasting because a lot of the shows that we work with, they're all actually video podcasting. We've actually converted our clients.

4:44Some that started with audio video because they thought, Hey, you know, like, Oh, you know, I don't need to be on video. You know, maybe they are worried about the way they look or their setup or their backdrop or whatever. But really it's one of those things that, um, all the content that's shown is video format, you know, reels, Tik TOK shorts, you know, If you're seeing things with just graphics or animations here and there, you can get some catchy stuff with B-roll. But I think it's more that personal touch that you see through video podcasting.

5:14John Lee Dumas:It is powerful. And I will say, Fire Nation, I've been seeing the incredible benefits of YouTube for the past year and a half. I've been doing a daily YouTube show about this business company called Strategies, called MSTR Today. And man, YouTube is just so powerful because people are on there searching for specific content. And if you're there creating the best content, if you're dominating that niche, if you are the number one solution to a real problem in a growing industry, you're going to find the right audience on YouTube. That's where I really like to say the right audience. Well, it's because they're searching for you too, right?

5:50Well, typically the topics that you're talking about, right? So it's like, hey, they're in the search bar, like how to scale your business, how to create a better podcast, you know, whatever that looks like. I think that's one of the things to think about too, is it utilize it as a search engine and create content that evolves around that type of content that's in your niche.

6:07John Lee Dumas:The most powerful search engine. I mean, people are going to Google and they're getting shown YouTube results. I mean, that's the power right there. That's what's cool about it. Some of our client shows that they'll, they'll, it's cute because they'll send a message to the team. They're like, they're like, so I was on Google today and my podcast on YouTube populates on top of the top of Google above my website. I was like, that's a good thing. It is a really good thing. And this kind of leads me into what I want to talk about where podcasting versus, you know, podcasting is a client acquisition system where your clients like they're, they're, they're populating at the top of Google.

6:43John Lee Dumas:I mean, what a great result for them. So a lot of people quote unquote have a podcast, but very few run one as a predictable growth engine. And of course, that's what we're looking for. So what's the difference between those two, Tamara? Yeah. So we primarily focus on individuals and podcasts and companies that have a business and they have core offers because a lot of people start podcasts with the thought of like, oh, this would be a cool idea. Or maybe they started off as a hobby. And those aren't primarily the people that we work with because the way that we work is to actually share content through your show that leads people back to like something of interest of their offers, right?

7:22So if it's, if we work with consultants or different companies, like even corporations, like, like an example, like one of our corporations that we work with is a multifamily real estate funding firm, right? So they actually invite their strategy is actually to invite high level guests and investors as guests on their show that could potentially invest in multifamily real estate, right? So it's about being strategic about how you leverage your show. If it's one by inviting strategic guests or power partners or potential prospects on the interview-based side, but then there's also the side of clients creating educational content, right?

8:04So you, John, of course have the interview-based show down pat. Like it's like, it's there, it's golden. A lot of our clients, they want to attract people with their expertise, right? They want to show credibility and things like that. So they may have a hybrid model where half of the episodes per month are conversational based. And then the other half of the episodes may be more educational based because then they can talk about the how to X, Y, Z in this space. And people are actually searching for that on YouTube and then be strategic about it to share the value in the episode, the educational pieces, and then lead them back to their core offers or their opt-in or their lead magnet or their book, whatever that looks like.

8:42So it's really about the positioning factor. What kind of content are you creating that can attract those prospects or those people that are like, hey, I found you on YouTube. And we've got clients that message our team all the time. They're like, hey, you know, I just got two new clients from YouTube this week for my law firm. you know, because they saw that, they saw the credibility, they connected with that person on the video, but they also shared value and tips on that show. So I think it's very powerful to be strategic with the content and the flow that you have for your show.

9:12John Lee Dumas:Well, that segues perfectly into engineering episodes that were, that are really attracting those buyers that you're talking about, because a lot of people think this, but it's just not true that downloads pay the bills. Downloads do not pay the bills. I can tell you firsthand, that is not the case. There's incredibly few shows where downloads can actually generate significant revenue. Very, very few. We're talking 0.1 % or less. So let's talk about designing episodes, messaging, and content themes that actually attract qualified buyers instead of just passive listeners. That's a great question.

9:49A lot of people come to us because they think they want to get on a big network or they're like, I want to get sponsorships, right? And you and I both know that it takes time to build out the listeners and build out sponsorship and you've done it really well. So you have that, that, that method that you've worked on over the years and it takes time and people just think, Oh, I can put together a sponsorship deck. And they're like, Oh, here's my, my stats, but they, maybe they don't get enough significant amount of downloads. And so that's why teaching the clients how to position themselves throughout their actual content in different ways, depending on how they feel comfortable with it.

10:24You could easily state in three different areas of your, your podcast, like how people can, can work with you. Like an example, like, uh, we work with a successful dating coach and he literally positions himself in three different spots of his episodes. Right. So in the very beginning, he introduces himself, uh, shares a little bit more about the position of who he works with. And then, then right after that, before he even leads into the interview, he literally states like a call action. He's like, and be sure to listen to the end. So he's seeding that information to learn more about X, Y, Z, right now let's dive in.

11:00So there's one, one Avenue and people just don't even think about it. Cause you're like, you can just add that into your mix organically through conversation. Uh, and then, you know, when he's sharing this, the helpful tips about, you know, coaching these, these women, um, as a relationship coach, he goes through and in the middle of his show, he just organically comes back in and he shares like a thoughtful thought or a story or a case study of how he's helped somebody. So he's repositioning that factor. He can share or get a call to action if he wants to, or he can wait till the end. So he's like, I don't want to be too pushy or salesy.

11:32But then at the very end of his episode, he's like, you know, and I shared a little bit more about in the middle of the episode about this coaching program I have, or this opportunity I have for you. Be sure to learn more about the application process below in the show notes or the YouTube description, all that stuff. So if it's something of leading through like a free value and it can be from the beginning, the middle and the end, or you could be like, Hey Tamara, you know, I don't want to be that pushy. It's not really about being pushy. If you don't even want to say that in the beginning, maybe you bring up something in the middle of the episode where you're like, um, even if it's only like a guest interview, you say like, Hey, um, and to that point, John, you know, we have this great resource where they can go download X, Y, Z, uh, with this free resource here, right?

12:18So you're just giving value of something for free that you're sharing with it, where to find it in the show notes, of course. Um, and so it's really just up to the hosts, like where do they want to supply this information? Because what I've seen with social media, if you don't, and podcasts, if you don't tell somebody to do something, they don't do it right. Like in, in like social media copy, click the link to go here, comment podcast, and we'll send you the link, comment this, do this action. And that's really what people think that they think maybe it's salesy, but really it's just you leading your audience to a call to action that they actually want to take.

12:55And so it's just leading them through that kind of customer journey. If it's one time, two times, three times, but sharing the value and the resources that you have to offer so that they know where and how they can actually connect and buy from you.

13:08John Lee Dumas:Fire Nation, so much value thus far, and we are only just getting started. We're going to talk Talk about the power of evergreen YouTube SEO and more when we get back from thanking our sponsors. Fire Nation, are you ready to create something special in just 50 days? If you just thought yes, then check out my free YouTube series, 50 Days to Something. Every video is short, clear, and built to move you forward one intentional step at a time. Clarity, offer, validation systems, momentum. By day 50, you are not working on something. you have built something, something to be proud of. And this is completely free on my YouTube channel right now.

13:49John Lee Dumas:If you're done letting weeks just drift on by, visit eofire.com slash YouTube. That's eofire.com slash YouTube and press play on day one. 50 days will pass in the blink of an eye. The only question is whether you'll still be thinking or finally building something special. Fire Nation, ideas are exciting, but systems will allow you to create freedom. That is where High Level comes in. High Level allows you to build and run your entire business from one platform. Website builder and hosting, funnel and landing pages, email marketing, automation and workflows, calendar booking, payments and subscriptions, even course and membership hosting.

14:28John Lee Dumas:Everything works together seamlessly. Plus, award-winning 24-7 support so you are never stuck. And when you go through my link at highlevelfire.com, you unlock my full bonus stack. a 30-day free trial of High Level with full access, a private 50-minute coaching call with me, weekly live office hours with me, a digital copy of my book, The Common Path to Uncommon Success, my 50 Days to Something execution roadmap, and more. Stop piecing tools together. Start building momentum. Visit highlevelfire.com and start building your something today. Tamara, we're back. And as I kind of teased before the break, I want to talk about the power of evergreen YouTube SEO.

15:10John Lee Dumas:I mean, you talk a lot about YouTube as a long-term demand engine. So what role do search titles and evergreen discovery play in turning a single episode into inbound leads literally for years? That's a great one. So we see this often. We have clients that have traction to their videos for like years. We have a client actually that I actually spoke with last week. She's been working with us since 2019. So you can imagine. So she's gotten leads. She's still working with us today. She constantly gets people viewing specific pieces of content. She's got about three videos that took off probably about four years ago, very specific topics in her niche that we pay attention to that data.

15:56And we say, hey, you know, it's great to create a part two of that episode or something very similar where we can use those keywords because the, basically the audience has spoken on a YouTube channel. And when you see a specific type of topic take off, we always say like, Hey, did you see that? That video is taking off. That video podcast is taking off. We suggest that you this next week actually record a part two with that exact title so that it can continue to feed YouTube the suggested, um, to basically suggest your content in a higher percentage, right? So let's say your average content is being suggested about 30%.

16:32When you see these things happen, you're going to see a big spike where YouTube's all of a sudden suggesting your content out to 70 to 80 % more viewership. And that's why you're like, oh, wow, I see a spike. I just got instead of 2000 views per video. Wow. I just got 10 ,000 views to this, this video. And so it was really important to pay attention to that data. And when you see things taking off and it can happen over time. We've seen it with several clients where they have videos that still get views every single day based on specific content. Or if it just took off, we had literally had a client that had, was talking about the term holding space.

17:10And we said, hey, doctor, we want you to turn around and create another episode very similar to that. So we use the same exact keywords, same framework. And then that video was attached to the end of the up next videos. to be able to say, hey, watch this next part too. So that video that was continuously still getting views every day this month, then it suggests that next video and then it pushes that next part too out. And then they watch that and then they subscribe and things like that. So that particular video, the client was really excited because she wrote the team and said, hey, you know, that video took off and I just had 20 new members join my membership.

17:48So those are the types of things that you pay attention to on the long-term game. and sometimes it will take you know a little bit for videos to take off but once you see it start to take off double down and create content and around keywords that are very similar or if you have a guest on the show let's say hey I had this great guest John Lee Dumas come on our podcast the other day and hey that video took off well I'd be like hey John do you want to come back for a part two you know like that helps the channel's growth based on the search the guests the keywords and things like that. So I think it's just very important to just pay attention to the data.

18:23John Lee Dumas:Yeah, all this is super powerful. And that's why I love, you know, broadcast your authority and what you're doing there. Because, you know, the actual operators, the founders, the people that are running the business, they don't often have a lot of time, or even the know how to dive into the data and really understand it. I mean, it's like a different language sometimes. And I mean, what's crazy, you mentioned, you know, about your past client, you know, that had a couple videos, you know, years ago that went viral, or just really hit big for certain keywords. what's crazy fire nation is a lot of times you have no idea when you put a video out which one's going to hit and which one's going to just be a dud or which one's just going to you know kind of do the norm like sometimes the ones you think are going to be the biggest hits are the biggest duds and vice versa like i've seen it happen over and over again it's happened to me which is why which is why i'm always like you just keep hitting the publish button like because you just don't know like sometimes you just don't know what's going to hit why certain day the you know time of the day, certain algorithms happen.

19:15John Lee Dumas:I mean, it's just crazy. So just hit that publish button. And I kind of alluded to this Tamara, but I want to kind of dive deep into this now because, you know, I'm working with you because, you know, I really just admire what you do and what your team does and how professional you are. So I knew that when I was going to really be taking this huge step into YouTube and specifically video podcasting, that I had to have you on my team, that I had to be, you know, in your sphere, so to speak. So take us home, talk about inside the broadcast, your authority system, walk us through the system end to end, give us like, you know, share with us what a properly built authority podcast actually looks like behind the scenes.

19:56Well, we appreciate you. And we enjoy the partnership with you as well. Like I love the YouTube thing. I know we've been connected for years and that's always been our, our, our mode is going down that YouTube path. But the first thing that we actually do through our system is actually create market research for our clients based on, yes, you can't always control the topics, but like you said, push record and see what sticks and be consistent with it. So our whole system allows for our clients to be consistent without doing anything other than pushing a record and we do the rest is really what we do from the market research side of it.

20:32So like I was saying, we'll actually give topics ahead of time. So if you know you have this individual coming on on the show. You're like, Oh, I have this guest here. I'm her Thompson coming on here. Um, she's going to talk all about podcasting. Hey guys, what would be a good, uh, or the best SEO topic for this episode that would be good to rank on YouTube? So one, that's the first step is do the market research first. Like, Hey, what's the best, uh, keyword topic for it, for YouTube. Uh, then we go through the process. Our clients then record the content and they pass it over the team, like literally pass it over.

21:06The team does the rest from the transcription process to pull the best snippets, the best sound bites, the best real hooks, all that process from the graphic design to the, the reels edits, to the captions, to the B roll, to the video podcast, to the distribution aspect, to YouTube, to your audio podcast. Like that's really our whole system. And then we also have the omnipresence piece of it for social media. So we're able to turn around and take that one episode and turn it into like five micro clips. So you can post it consistently Monday through Friday for that weekly episode, if it's a weekly show on that effort.

21:43But then we also distribute it, right? So like we're creating the social media copy. We're providing the call to action links. Is it to go watch it on YouTube? Is it to go listen to it on Apple and remind people to leave a review? Because we know that it's important for people to leave reviews on Apple and Spotify. Like it's also going through that, but we also meet with our clients each month on the strategy piece to be able to make sure that we're aligned on the topics, the categories, the results, what's the data that's going on. You can really just say broadcast your authority is this full on content marketing data driven system.

22:16We love to geek out over analytics. So we're always paying attention to that piece. And then we have the ability to amplify it in upgraded experiences where we can actually drive traffic through real Google and YouTube ads if it's more for an amplified push, those that have budgets for advertisements. And then leveraging that piece and then, again, paying attention to the data on the top performing content organically because that's actually the micro content that you want to pay attention to that can lead back to other things such as offers and things like that. So one example would be, hey, you know, this short took off with John Lee Dumas and it had 25 ,000 views.

22:56Why did that take off? So we pay attention to the data. And we say, okay, so that took off. Great. Now that we saw that one had 25 ,000 views and maybe this one over here had 5 ,000 views, we're actually going to repurpose that 25 ,000 view short and run ads to it. So we'd say, like, we want to promote John Lee Dumas' resource page, right? So we're going to then use that clip, put paid ads behind it, and then drive it back to his link. And that's how you can help leverage content that you've seen that actually is a top performing organically. So it's just really one encompassing system, John, that helps people broadcast their authority, their companies, their brands, primarily just working with people that have established businesses.

23:39they've got their offers in place and they're ready to really just amplify it and double down and actually leverage their podcast to make money in a specific way, not just through sponsorships or through monetization, but thinking strategically how people can come back to their core offers.