The Secrets of YouTube Marketing

0:28All right, so we have a little treat for you. Okay, hello. I run a YouTube marketing agency and we're organic first. So similar to blogs and SEO, we create, script and write, produce and publish videos onto YouTube so that they show up across all search engines. And we work with companies from like D to C to SAS to like, like very heavy B2B companies that target like the fortune 100s or fortune 50 companies, as well as like a handful of individual creators on YouTube. But, you know, our, like target ICP is larger organizations, specifically anyone in like SAS or tech. Cause you know, it, where video is absolutely helpful for these types of companies.

1:26And they're just really long-term clients that we've worked with for a little while. So that's what we're trying to target. But whenever I get into these conversations, it is really heavily focused on how do we measure ROI of what you do? And I think similarly to SEO, where it's all organic, we run into the issue of proving direct ROI, which has been tough because I know that YouTube and video in itself is extremely important. I have my ways of measuring things right now, but I'd love to get some insight on how to better answer this question that I always get. I can jump in first and then Neil, you can go if you want.

2:07So, you know, I've talked about this guy, Josh, on the podcast, and it's a free promo for Josh again. But Josh works with YouTubers such as Ken McElroy. He works with like George Gammon. These guys are both YouTubers. And so Ken owns like$3.2 billion in real estate. George does pretty well for himself. Neil, I think you met George as well. Neil, you can yawn. I can see it coming. um so um i think the the the thing with both george or like robert kiyosaki or like um you know ken mckelroy is they all believe in youtube already that's like a major thing and they're all driving uh revenue as well not just adsense revenue but like ken like because he's got a he's got an uh like a real estate fund he's actually driving more qualified um applications so i think before he's getting like two per month off his youtube now he's getting like 42 or 50 per month or whatever so i think number one from what i've seen with josh because he only focuses on people that are that are really into youtube and he thinks you can build them up and his deal is really good he's like dude like eric i can see you growing your channel that three million long form views per month um i'm like dude yeah sign me up like do it for me right um and he knows i believe in it already so i think it's like i think trying to convince sass people it's tougher because they might see like oh yeah things are going towards youtube but they haven't really truly tasted it yet versus george has been successful ken has been successful um so i don't know if sass is the right place i think eventually form up to it but that's my opinion but yeah essentially like targeting people who already believe in youtube correct okay and the other thing too is youtube is the second most popular search engine showing people stats on that showing people also direct clicks from youtube we're actually seeing it as a really popular refer source right and you can track signups from that as well i would also showcase how many people are watching the videos and typing in the brand name on YouTube, as well as other channels, like their brand queries, if it's going up.

3:56And you also got to just get people to believe a little bit, right? But it's a combo of all of that. And if you can showcase enough SaaS examples or B2B examples of a few companies that have done really well and how they double down on it and how they spend a lot of money, you'll get other people to just do it because people move in herd mentalities. But you just need a few really positive examples, Like here's what happened to, you know, snowflake after they started using YouTube and just get, even if they're smaller, that's okay. And then use that to just start getting more and more over time.

4:32Okay. It's not exactly what you're looking for. As Eric mentioned,

4:40but I think maybe it just like, so I have an idea of who like is the best type of client, but yeah, I mean, it's easier to convince someone who's already convinced. and then here's the how versus yeah and you also got to look at data like look look at your churn rate here's the problems that people are facing we're creating content around how to do x y and z which solves problems and all this kind of stuff which can also decrease churn over time as well if we feed it into customers you got to get people to believe it's just a popular channel it's like saying hey how are you not going to be on youtube here's all the people that are on it if you're not there, you're missing out.

5:18It's hard to track a direct ROI, but you're also not spending the majority of your marketing dollars on YouTube. Yeah. Yeah. Okay. Okay. Thanks guys. Cool. Agency owners. If you want to grow faster, my partner, Neil Patel and I, we are hosting live agency owner workshops in Beverly Hills, and you're going to learn how to get more clients. You're going to learn how to take yourself out of the day-to-day. You're going to learn how to recruit the right people and you're going to be hanging out with like-minded people such as yourself so if you want to learn more just go to marketing school.io slash agency again it's marketing school.io slash agency and we'll see you on the other side i know we just have a couple more minutes here i know alian has his hand raised and so does kevin so alian let's go to you all right uh thank you so neil uh it's i think this question will be specific for you because you were uh you're running a lot of offices in the global markets so i often get uh so just for context i help d dtc brand uh go global that's that's what i'm kind of pivoting on that's going from japan to the rest of the world yeah and actually i often get potential clients from a lot of different countries and sometimes for some months i get a lot a lot more clients from other countries the inbound rather than japanese market and so that countries are like indonesia Malaysia, Brazil, those are kind of countries and they want our expertise in that particular industry.

6:49And while they might be very strong in their local market, they are not really that good when we compare it to the US-based accounts in terms of their revenue, in terms of their marketing budget and all that. And they're quite budget conscious in that sense as well. So my question is that do you adjust the prices to that specific country to that local market when you are providing your services? Or do you just sell at the same price as you're selling to the US-based firms? It depends on the cost structure. if you're able to do it out of brazil because you have people in brazil that can help them with us you price it that way if you don't and you only have people in the united states where the cost is more expensive you got to charge more because it's based on your cost structure that may not be ideal for the customers but you you have to do whatever works for you until you can actually scale up and have enough people within those low-cost regions to make the economics work out better for them right that was that was actually uh interesting uh answer because uh so it means that you have to uh you have to gradually go to that route to have an economics or have a people around in that local market and to make the numbers work yes it's too hard to outsource to the united states to make the numbers work in the long run yeah i mean it's it's it's almost impossible even even in japan i cannot really sit here and uh deal with that guys because the profit margin is so low but they're they're they're growing and and we want to help and i'm trying to see how we can squeeze that profit uh from those kind of accounts as well but yeah okay thank you cool good stuff all right quick note this is about my company it's called single grain and Single Grain is an ad agency where we're focused on driving innovation.

8:56We'll talk about a couple of new strategies and if you need help with marketing, great. If not, here are a couple of new strategies that you should try out. One is programmatic CRO. So we are doing programmatic conversion rate optimization on our site. So it's building products that will automatically optimize your site to increase conversion rates. We're also auto-optimizing, auto-updating from an SEO standpoint. And we're constantly thinking about what else we can do in terms of enriching the visitors that are hitting your website and also tailoring custom messages for them using AI. And so there's a handful of things that we're doing from a marketing standpoint.

9:26And our mission is just to drive more innovation. So if you wanna learn more, just go to singlegrain.com, grain like rice. So singlegrain.com to learn more. And we'll see you inside. Awesome. Kevin, we'll have you be the last question. Awesome. I'll try to keep it quick. I'm bidding on a job right now. It's a$5 million company. They're wanting to grow to 10 million. They really haven't done any marketing. It's a hospital, smart office technology company. They're looking to double their revenue over the next year. I met the CEO. We connected. He likes what I'm pitching to him. So he's come to me.

10:11I want SEO, PPC, email. He wants the whole shebang and so i'm putting the get gather the bid it's i normally do what's called a crawl walk run strategy it's like how do we crawl how do we get the baseline going how do we get you walking and then how are we running but i i and i don't want to scare the clients away sometimes with the budgets um i'm bidding right now it's about 250 000 a year um it's basically content to seo ppc ads management, the whole shebang, we can do it. Um, new website where I'm working with PAC to come up with, um, some calculators and stuff and like how to calculate a new smart room for your hospital, those kinds of things.

10:59Um, it's, it's kind of a high, it's, it's on the higher end of jobs that I normally bid on. Um, my question is presentation wise, what's too much? Like, If I go through the whole PowerPoint thing, we'll be there forever. If I give them kind of just a breakdown and a proposal, here's everything, let them read it. I'm going to present it to them. But how do you guys deal with bigger presentations where there's lots of pieces to the pie? It should be able to be done in a PowerPoint presentation within an hour and 30 minutes. If you can do it within an hour and a half and it can be interactive during the whole hour and a half.

11:39It doesn't have to be hour first of talking, then Q &A. And even if it's a multimillion dollar deal, it should be done within an hour and a half. Now, what you'll want to do is you don't want it to go more than an hour and a half. You may not be able to accomplish everything within an hour and a half. You should be able to accomplish the majority of a certain thing like SEO within an hour call. Then you can do another call with pay-per-click, another call with email. And you can do multiple calls with them to break it all down so then they can learn. And then you get into proposals, right? You've got to build a relationship and a rapport.

12:12So you can, on your end, they want to talk about everything. You would want to first do a presentation SEO, what's wrong, what they can fix, what the results are, other people in the space doing it. And then you would want to do that with each one, but you may want to break it down to like two or three calls. And then you go into a proposal and everything like that. That makes total sense, yeah. Educate them, but you've also had time to build that relationship with them as well. When I first started my business, the overwhelm was real. I didn't have the tools to help me scale. If only I had Shopify from the start to handle all the behind-the-scenes work.

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15:47I would love it. Squeeze it. Squeeze them out. Awesome. Well, all right, guys, that wraps up our call for today. If you're watching this live, you can always go to marketingschool.io slash AOA and you can apply for the community. We'll see you next time.