110. The 5-Step Blueprint for Creating High-Converting YouTube Content

00:00:00
JP, welcome back. This is the second time you're going to be on my podcast. And we are here talking about winning the content game. How are you feeling about this? I'm stoked.

00:00:10
I'm stoked. I mean, it's always an honor when you're invited back. It means the first time you've done something right. Correct. So, I mean, I can't wait for us to give a lot of value in this masterclass.

00:00:20
How you been since then? Oh, so good. I had to get you back because I had people dming me, being like, for example, JR Sparrow, he dmed me and he was like, I just listened to your podcast with JP and it's made me. It's convinced me that I have to be on YouTube. So I was like, okay, JP has a lot to talk about.

00:00:38
He has a lot. So much to share. And I was like, all right, JP, you're coming back. And we're doing a whole series. The next three episodes is going to be on YouTube.

00:00:46
Specifically how to get clients on YouTube. So are you pumped you up for this, JP? Oh, yeah. Let's go. I can't wait.

00:00:55
I have a lot to share. Excited about that. And so, yeah, let's go. YouTube is one of my favorite, you know, subject matter to talk about. And so let's go.

00:01:03
I'm excited. Yes. Okay, we're gonna get straight into it because even before we jumped on, you were rattling off like, I think it was like six things that you wanted to cover in 30 minutes, by the way. So we're gonna try our best. JV.

00:01:15
Let's, let's get. And I want, you know, as we're talking to some of the tips that you're going to be sharing with people, I want you to kind of also think back to when you were doing this with your own channel and with clients, like talking through your own experiences as we go. Is that cool? Yeah, absolutely. Absolutely.

00:01:33
And so I love the topic, how to get clients from YouTube this straightforward. I wanted to make it clear at the beginning so folks understand who this is for. This is for the people that really want to build a business. Because I would say YouTube, we have two types of people. We have, you know, the ones that are on YouTube to entertain, and then we have the ones that are YouTube to build a business.

00:01:53
So if you're interested in building a business, meaning you really have an offer, you really want to make money off of YouTube, leveraging YouTube as one of your main strategies for business growth and conversion, then this strategies we'll talk about today. Is for you, there's a way to approach to it so that you can really leverage that and grow. Oh, man, this is awesome. Okay, let's go, let's go. And you actually just started to see pretty much the first thing.

00:02:16
Because I think we all know if we want to make money, we kind of need to know what we're making money with, and that comes down to our offer. So can you start us off there? Like, this seems to be the most important thing that we need to at least have an idea. We don't have to necessarily get it right because I think a lot of us don't get, you know, we're always iterating our offers and the things that we're putting out there. But I love to get your thoughts on where.

00:02:40
What do we need, what level do you think we need to be at with our offers, with the thing that we want to actually monetize in order to start getting clients from YouTube? Great, great question. So, of course, we want to define our offer. We need to have a clear offer. We need to know who, what, how and why, who we are, why we're offering people, how we're going to offer that to them, and why should people even care to listen to us or learn from us, aka our expertise?

00:03:08
That's very important. So before we hit the record button, before we show up on YouTube to start anything, we need to have that offer so that whenever we come on YouTube, because we're building the business and everything we're doing on YouTube is to what? Redirect that traffic back to our offer and have people purchase our products and services. We know everything we have to tell them to get them excited, for them to go ahead and want to purchase or work with us. So that is something that I always say to all my clients, you know, make sure that you have that defined.

00:03:37
Take the time to do that. I call that the foundation of, you know, success on YouTube. Because when you're building a house, the foundation is very important. But most of the time, that's not what people see. So that work off of YouTube, most people not going to see that, but that's the foundation that's going to allow your house that you're building to sustain adversity, to sustain the days where things are not going the greatest for you on YouTube, and to keep making money.

00:04:01
Oh, that is so good. Okay, so I don't want to go too much into office because I think the next series that we're going to do after this, JP, is going to be around offer creation but I'd love to get your thoughts, like, in terms of, from YouTube, because obviously we have an offer, which is the thing that we're going to make money from, but I'm assuming that, well, I'd love to get your thoughts. Are we sending people straight there from YouTube or is it almost an interim step, like a way to maybe even, whether it's a lead magnet or something, to use YouTube to build our list, to then get them into our offer? Like what? How do you kind of play the.

00:04:32
YouTube game from that perspective, man? Actually, you just jumped to step number three because it's part of it. But yeah, absolutely. I mean, a quick, quick. To answer your question real quick, whenever you, you know, built everything properly in YouTube and you're sending people to your offer, you want to give people something.

00:04:50
People always looking for a lead magnet, a free giveaway or something that's going to, you know, make them want to be part of your world. We call that building and owning your own audience. And that's, you know, step number four, where you redirect people to somewhere that you leverage to roll that database. And as you give them something, now they have a reason to be part of your world. And now that they're part of your world, now they can wanna purchase, you know, some things that you have.

00:05:19
That's one approach that you wanna take. But also in regards to, you know, descriptions and the things that you're putting, you wanna have a clear offer as well and a clear CTA that people can go to click on and see exactly what you have to offer. Now, displaying what you're offering and then giving them a freebie is two different things. Because now they see, okay, this is the solution that you have, this is how you can help me. And if I click here, I can purchase your offer.

00:05:47
However, on the same, you know, platform, you're giving them something free, like, hey, guess what? Click here and learn more about a, B and T or get my free guide to something specific so they'll look at that, they'll join your world because they've already appreciated the value you've delivered to them on YouTube. You give them a reason to click on the link and to go on your page, and now you're inviting them to have an experience with you, and they'll go ahead and subscribe for free. It doesn't cost them anything. And from there, while they're thinking of maybe spending that money, now, you give them a clear reason to spend that money based on how you have everything set up.

00:06:25
So, yeah, great question. And that is the approach you want to use on YouTube. Oh, my gosh. Okay. I feel like I've jumped the gun.

00:06:31
So we're going to, like, rewind a little bit. Let's. Okay, so step number one that you're, that you spoke about was really about building the offer. Right? Like, we need to have something that to monetize.

00:06:41
So I know that I stepped, I think I jumped us to like, step number three. So I want to fill in that gap. What is step number two? Fantastic question. So we have our offer.

00:06:49
Now that you have a clear offer, now you can go on YouTube. You can go YouTube, create YouTube channel and everything. Now what do you do on YouTube? Great question. Step number two.

00:06:57
Whenever we're on YouTube, we want to make sure that we're creating what I call relevant solution before recording. Interesting. Okay. Yeah. Relevant solution before recording.

00:07:07
So what is that? Since we don't have a whole lot of time because we have a full masterclass coming up. Well, let's, let's give you a little bit in this time. So the strategy is what a, define your ideal clientele on YouTube. Every YouTube channel should be part of a specific category.

00:07:22
Is it business? Is it entertainment? Is it construction? Is it the medical field? Define which industry your channel is part of, which should be clear in relation to the type of product and service that you have to offer.

00:07:36
And whenever you create a YouTube channel, make sure that you respect that. When you're creating that now you want to have a relevant solution for them. It's not because here's the thing. It could be a solution and not be relevant. It has to be relevant on YouTube for people to care about it.

00:07:54
So ask yourself, is the solution that I want to offer relevant? Is irrelevant today? How do you know that? Well, you have to do your background research to see what problem people are facing and what type of solution could be relevant to their pain point today. And whenever you've determined that, now you can, you know, tailor that and know these are, you know, the pain points I'm going to address.

00:08:19
These are the things I'm going to offer them. And now you have a clear, relevant solution that you will record your content about. And whenever you do that, now, after you record stuff like that, YouTube will categorize you from the algorithm and they'll be like, okay, this channel is in this field given these relevant solution because what people are searching for that, remember, the algorithm knows what people are searching for. And because your content is relevant to that problem, YouTube will now what recommended and send traffic to your video and to your channel, and now you become a recommended YouTube channel. Okay, this is cool.

00:08:55
All right. So going back to, like, how we know whether or not it's aligned, because I think I get tripped up on this a lot myself, personally. Where I'm like, our offer is obviously a cap show is the thing that we're selling at the end of the day. But the things that we talk about is a lot broader than what it is that cap show does. Now, is that a bad thing?

00:09:16
Because everything's still linked somehow. You know, capture is all about helping people get clients from their content, which is kind of what we're talking about today. But sometimes I might be talking about things like, for example, getting someone to talk about creating an offer, which isn't exactly about the content side of things. It's more almost like down the funnel. Further down the funnel for a lot of our audience.

00:09:37
Is that. Is that okay? Like, you know, how far can we go with the content that we're actually creating as it pertains to our actual offer? Great, great question. Like you, I love examples.

00:09:48
Like, you took an example. Now, you said capture. A lot of folks sometimes mistaken the product for the service. Capsule is the product. It's not the service.

00:09:59
So the question will be, what solution does the product solve or bring to the table? What. What problem is capture solving? That answer is the solution. And so now it is important that we separate that have a product.

00:10:15
But what's my solution? Meaning what problem is my product solving? That is what we're talking about. The solution that we're bringing to the table. Now we're talking about a solution.

00:10:27
We already know that people have a specific problem. So going to, how general could we be? Well, that leads us to point number three. I love that you asked that question. So let's go ahead and talk about that because it's great.

00:10:42
Point number three has to do with CPC, which is click per conversion. Okay? So on YouTube, that is something that we need to understand. Click per convention. What does that mean?

00:10:54
Well, let me slow down a little bit. It is important that whenever we're going on YouTube, that we go with getting paid first. Perspective. As a business owner, everything we're doing is what first to get paid. Paid first.

00:11:10
So, one, like I said, who is the ideal client? Do we know that? Well, if we know that, then, two, what is the main pain point that they have? Then what is their desired outcome? So you have capture.

00:11:26
You're solving the problem. However, what are people looking for? If you research, you could see, for example, that people are looking for an AI based solution. So you could have capture and not have AI power of capture. Thank God.

00:11:39
If you know capture, you know they have a p's. But you see what I'm talking about. You could have capture and have the same solution, but it's not AI based. And so now you know you have a solution, but it's not the desired outcome that people are looking for. Why?

00:11:53
Because people will tell you they don't have time, they're busy. The one, an AI that can automatically solve certain problems or questions they have. So now you need to incorporate the people, which is the target audience, desired outcome. So now that we have the desired outcome, now we want to have specific tailored to them videos. Here's the thing.

00:12:16
The broader you are, the less likely you are to convert people. What does that mean? Again, we can talk about the solution without mentioning AI or what AI is actually doing to make the solution unique versus the competition. If you don't mention that, then you're a little on the broader spectrum of it. So somebody that's looking for a specific AI based solution will skip over your video and not be realizing that that's what you have.

00:12:45
So it is important to be very specific. I would say broad equals broke and then specific equals high traffic. So it is very important that we're specific. Why? Because that's going to bring the high traffic we're looking for in order to convert them.

00:13:00
So the further or the broader we are, the harder it will be for people to buy our product and service. We could get the views on YouTube, we could get the comment and likes, but we will have a hard time converting them, which is the ultimate goal for a business owner to be on YouTube is to convert. Yeah, interesting. Okay. And I'm just like, I'm just also opening people's minds to the possibilities of this because we are talking about converting, like getting clients from YouTube.

00:13:29
And so everything that you're talking about is making so much sense. But I know that there are going to be some people, some creators who are like, they do sometimes come across a particular topic that they know their audience cares about, but might not be 100% aligned to what it is that they're offering. In that case, JP, is it okay to still have that content on there, but just knowing that the conversion, that the click per conversion on that is probably going to be lower than the content that you put out there that is specifically aligned to what it is that you are. Absolutely. Great question.

00:14:01
And that is something that me included at the beginning of YouTube I struggle with because we have what we like, we have what we believe we should give people. We have what we believe our community likes, and then we have what we know with research. That is a solution. So there's all of this mixed into one. And we always say, is my YouTube channel.

00:14:24
That is the truth. Is your YouTube channel. I will say, knowing what you're expecting, meaning the expected result, gives you a clear picture of what you're doing and how you get there. And so if you know, like you just said, that if I were to embark discussing a topic that, based on my research and everything, may not give me the best return on investment, but I still want to talk about it, that's perfectly fine. However, if the topic that you want to discuss is polar opposite to the industry that your channel is in, yes, it will kill your YouTube channel.

00:15:01
Yeah, let's do that. Very, very. Do not do that. So remember everything we're discussing. If, for example, YouTube channel is all about tech, please don't go discuss anything that has to do with skydiving or construction.

00:15:16
Yes. Right. Your current audience and your new potential audience. And that is very important. And this is about to lead me to the next point.

00:15:26
And I love the way the conversation is going. It's just like Deidre knew exactly the things that we're going to talk about today. And, well, the next point is client retention content. This is what we're talking about. Right.

00:15:38
Because on YouTube, those are things that we need to care about with it, which is one, CTR click through rate, two, retention, three, watch time. If we're going to be on YouTube, we have to know what these things mean. CTR is click through rate, meaning when somebody click on the video, are they staying in throughout the video or are they clicking on and then clicking off after like 1 second, five second, ten second, or 1 minute? That's very important. We need to care about that.

00:16:09
And YouTube gives us those data in our YouTube studio. That leads us to the click through rate, leads us to the retention. Believe it or not, for YouTube, views are the least important thing. They care most about your retention. And the retention is how long are people staying and watching your video?

00:16:28
So that goes back to the type of content we're creating. Knowing that the channel is part of a specific industry and knowing the pain point that the potential customers are facing, and knowing that we're creating specific, targeted content, that is what relevant to their pain point. If we were to go and record a video that's not as relevant and it's just, you know, entertaining well, how's the retention there? We want to look at that. If we notice that the retention is low.

00:16:57
Well, guess what? Stop recording it because the data doesn't lie and the numbers are telling you, even though it may be fun for 10% of your subscriber base, well, you still have 90% that really do not care as much. Or you can have 30% that's watching it and about the, you know, the 70% that's truly there and that is ready to spend money because ultimately you want to make money. So you may want to balance and have a healthy approach in regards to that. Because whenever you started your journey on YouTube or everything you're doing, your people are having a specific expectation.

00:17:32
So give them what they're expecting first. Then you can produce backup content for what's requested. And then that leads us to the last point here to understand is the watch time. The watch time is how many hours of people spending watching the content you're creating. So depending on type of content you're releasing, if you realize that your watch time is increasing, it means you're doing something great.

00:17:56
And YouTube cares more about your watch time than your likes, comments and subscriber base. So if you have ten subscribers and your watch time is super high, guess what? YouTube will prefer your YouTube channel versus if you had a thousand and you have a super low watch time. So again, click through rate retention and watch time. Oh, so good.

00:18:18
I think, JP, there's so much that we're going to do together. The challenge, I reckon we go deep into how to get these, these three metrics. Does that sound good? We don't have a lot of time on this podcast, but there's going to be like a Facebook group live that we're going to do together in my community. There's going to be a YouTube masterclass.

00:18:37
There's going to be a challenge. There's going to be so much that where we're going to deep dive into specifically some of these things that you're talking about, so that we can actually help people succeed on YouTube and get clients from their content, which is so cool. Absolutely. Yes, we will dive deep into it. There's more to this.

00:18:54
There's a. We need to clearly understand how to look at it, how to pull it up. One of the strategies to increase our watch time retention watch all those things we can't talk about in a 30 minutes podcast. So we need that masterclass. So, yeah, I hope they're ready for you because this transformed my experience.

00:19:11
Yes. Awesome. Well, we will, we will definitely leaving links in the show notes to sign up for, for those things. But let's keep going because I think if I am counting, right, we're up to number five. So let me just quickly recap.

00:19:24
So, number one, we need to know our offer before even coming onto YouTube. Number two is we need to, knowing that offer, create the relevant solutions to record content about. Number three, we need to know what it is that we're getting people to click onto in order to convert. And then number four, is this like creating this client retention content? So I think we're up to number five.

00:19:50
That is correct. Yes. We're up to number five. Yes, yes. Love it, love it.

00:19:55
So let's go. Let's go. Let's talk about it. Right. Number five, we want to talk about the solution.

00:19:59
The solution here. And I will say the solution is a combination of couple of things. The solution is a combination of the title. Remember, you have a product and you're solving somebody's problem. So as you come on YouTube and you create your content, your relevant content, you're offering them a solution.

00:20:14
So your solution people will first see your video. So it's a combination of the title plus the thumbnail that what resonates with the target audience. Right? So this is very important. Again, going back, if it's general, it will give you general clicks.

00:20:29
If it's clickbait, the clicks will come, but it will be from the wrong audience. It's very important that the audience is very important because a lot of time people tell you just do a clickbaity. You know, thumbnail is great to have traffic, but if most of the traffic that are coming to our YouTube channel is not our deal clientele, guess what? We will not be able to convert them. And ultimately it will be wasted effort, wasted time.

00:20:54
What we want to do here is attract the people that are going to spend money with us. So how do we do that? Understanding the way to combine our title and our thumbnail that will resonate with the target audience. We cannot get into the, you know, the blueprint of that. We will do that in the masterclass so they can learn more of how do you actually create a title and a thumbnail that truly resonates?

00:21:21
What's the strategy? That there's a strategy to do it. And if you do it now, you attracting the people now, of course, there's always going to be a percentage of curious visitors that are not part of the core audience that you're looking for. That's perfectly fine. But here's what's going to happen.

00:21:38
People will be curious. They might really stay because of how well structured your YouTube channel is. And then from there, they really want to go ahead and be part of your world. And let me share you a share story. That happened to me where I had a customer that watched me for nine months.

00:21:58
Let me say that again. Nine months this customer watched me. They joined my conference, they joined my email list, they'd be watching me on YouTube. And then after nine months, they decided to spend money with me. Here's the thing.

00:22:12
When they started, they were just curious, but then they appreciated the way I was creating and engaging with everyone. Then from there, they decided to join my world, my email list and everything. And from there they decided to get my help on their own product and service. So understand that, you know, it is important to follow your blueprint that we're giving you and trust the process. And you will see that after a while, it may not support some people, may not be today, but because of your consistency.

00:22:41
And that's another thing, another point that I'm going into, if you didn't notice. I'm going to point number seven, our point number six, I'm sorry. So, six, consistency. Consistency is a big deal on YouTube. How consistent we are, how serious we are about the content we're creating and how we're showing up for the people that, you know, have decided to follow us.

00:23:03
So be consistent. Be consistent. Let me say it again, be consistent. All right. Oh, my gosh.

00:23:10
Okay. There is literally way too much that we could cover in this. So I'm so excited that you're going to be doing a whole bunch of things with us. You're going to do a live for our community inside on Facebook. You're going to do a live on YouTube with us, a masterclass.

00:23:25
And we are going to do a five day challenge. Just all about this topic, getting clients from YouTube. I'm so, so, I'm so excited. So, JP, for people who are like, listening to this for the first time and they've just come across you and what it is that you do because you have so much to share and you have so much to give, where is it that they can follow you or give them your lead magnet? How do we, how do we get clients converting for you?

00:23:49
Awesome. Awesome. Yes. One thing that I love is networking. I love connecting with people.

00:23:54
So of course, you know, I'm on YouTube. We're talking about YouTube. I'm on YouTube just to handle this at JP high tech Jphig. I'm on YouTube. Let's connect.

00:24:03
Let's grow together. My YouTube is all about, you know, empowering content business owners to grow their business leverage and content creation. And of course, one place that I want to send you to is straight to the website, which is content creatorsuniversity.com. Content creatorsuniversity.com. Go there today, register.

00:24:22
Create a free account. If you're all about, you know, creating content and leveraging the content you're creating to grow your business, you're looking for strategies and you want to network with other people, you know, mindset is very important. So being part of a group of like money individuals is very important for us to grow. And so you surround yourself with amazing folks in our community that also are serious about growing their businesses, leveraging content and technology. And that's what I do.

00:24:47
But ultimately I work, I'm a global branding expert and so I work with individual small businesses and people that are looking to leverage technology, video and content creation to really grow and dominate their competition. And that's what I do. And of course, my website is my name, jphightek.com. I would love to connect.