In episode #535, Eric and Neil discuss ways that YouTube ads can help you build a successful business. Tune in for their tips on how to create dynamic, long-form ad videos.
Time-Stamped Show Notes:
- [00:27] Today’s Topic: How You Can Build a 6-Figure Business in Under 90 Days with YouTube Ads
- [00:35] Billy Gene is one of the most creative YouTube marketers as of late.
- [01:12] The first step to building a 6-figure business with YouTube, is to make video ads.
- [01:39] The Bold Agency is targeting the viewers of Gary Vee videos.
- [02:10] Alex Becker is funny and informative, which is helpful to drawing in customers.
- [02:45] You must sell something information-related.
- [03:06] Alex Becker sells marketing information software and has an elaborate funnel.
- [03:40] Have a clear demographic in mind when creating your business and ads.
- [03:57] Create an ad that tells a story, a benefit, and educates people in some way. An example of this is Alex Becker’s style for his ads.
- [05:14] Run a webinar! The easiest way to drive conversions is through webinars. You can use Webinar Jam or Ever Webinar. Aim to make it 60 minutes long, with 30 minutes of education before your sales pitch.
- [06:22] Don’t sell your product for more than $2000, because your conversions will tank.
- [06:55] Give discounts and special offers in order to drive sales.
- [07:12] Have a cut-off for the discount, which will create a sense of urgency and exclusivity.
- [07:45] Consider collaborations with other up-and-comers.
- [08:28] Eric once bet an entire company (Treehouse) on his YouTube advertising plan.
- [08:50] If you don’t know how to make a webinar, check out Russell Brunson’s Perfect Webinar Formula or even his book, Dotcom Secrets.
- [09:11] That’s all for today!
- [09:17] Go to Singlegrain.com/Giveway for a special edition of Crazy Egg, the heat mapping tool.
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The post How You Can Build a 6-Figure Business in Under 90 Days with YouTube Ads | Ep. #535 appeared first on Marketing School Podcast.
Full Transcript of The Episode
Eric Siu: Welcome to another episode of Marketing School. I'm Eric Siu.
Neil Patel: And I'm Neil Patel.
Eric Siu: And today we are going to talk about how you can build a six figure business in under 90 days with YouTube ads. Here, I'll start this off first. I've seen some really creative stuff being done with YouTube. Here's the thing-
Neil Patel: Who's the most creative that you've seen?
Eric Siu: I'll let you go first.
Neil Patel: [Billy Gene 00:00:45]. You know Billy Gene does marketing, where he does like the ... What is that movie called, like the ...
Eric Siu: The Wolf on Wall Street. Wolf on Wall Street.
Neil Patel: Yeah, there you go. He's like beating himself, and he's doing The Wolf of Wall Street remake. It's actually funny, his videos convert so well, right? They must at least, I'm sure.
Eric Siu: How well do they convert?
Neil Patel: I don't know his numbers but I've shown him to people in Brazil and they're just like, "Oh my God, this guy's amazing," and they're signing up for his stuff, and his ads aren't even being shown internationally.
Yeah, you know, to kick things off, and as Eric and I are getting to or alluding to, the first step in trying to make a six figure business in YouTube is of course through video ads. Eric, you and I have both seen creative ads, what do you think really makes something appealing so that way people want to click through and go to your site from a YouTube video ad?
Eric Siu: Yeah, so I think, first and foremost, here I'll give you a couple of examples. The things that really appeal to me, Billy Gene, he's creative, he's funny, right? He's also hitting the right audience. But when I look at other guys, there's this one guy he has this agency, it's called Bold. He's targeting Gary V videos, which sometimes my thing auto plays to, and that's interesting to me and I'll click through to it.
So I think, first and foremost, your targeting has to be good. I know that's not the answer that you're looking for.Then from there, it has to be relevant to me and then I'll click through to it. I'll give you my example in a little bit but, I'll give you the example right now and I'll go into detail more. Alex Becker, I love his videos, because he's hilarious and he teaches me something.
Neil Patel: Yes but a lot of his videos, and I don't know who Alex is, I think some of them ... I was watching one of them, he's like, "I'm going to teach you how to do SEO in New York for like a max company." I was like, "For local businesses it's not bad." Maybe the target was off with me but the overall concept of what he's doing is really good. His videos are catching out there, people are seeing it.
The thing with Alex, Billy Gene, Ty Lopez and most people who are doing these videos, the one thing neither Eric or I mentioned is the way you get to six figures really fast, and we'll break down the whole process, is by selling something info related. I haven't looked at Alex's products but I bet you it's some sort of training.
Eric Siu: Yeah. I can talk through that really quick. He's got a couple of different things. He's got a marketing automation software. That, I believe, does I want to say about four to five million a year. He does sell specifically through webinar and he also has a info product too, so he sells multiple different things. He has upsells, downsells and a pretty elaborate funnel.
I think he has an elaborate funnel but I think he does sell those thing separately. He does a lot of webinar, like YouTube Live, things like that, and then sometimes he'll sell the info product, and then sometimes he will sell the SaaS product.
Neil Patel: Got it. So the quickest way to get to six figures in 90 days is to of course create info product, creating software and SaaS takes a long time. Let's go back and let's talk about the steps. Step one, have your targeting right. Know which type of customer that you're really going after. For example, going after people who could be watching Gary V videos could work out really well. Going after people who are watching Disney videos, probably isn't going to convert well.
Number two is, create some sort of ad that's appealing. The ad ideally has to tell a story, has to have a benefit and has to educate. If there's no reason on that, on the education side, people aren't going to click through and convert. They'll click through but they may not convert into customers. Education is really important. A good example of this is Alex Becker's ads. Eric, you've seen quite a few, do you want to walk through example of one of his ads?
Eric Siu: Yeah. One of his ads is basically, it's funny, right? Everyone has a certain style when it comes to video. If you look at, I'm digressing here but when you look at a guy like Pewdiepie, I think he does a little gunshot at the end or something like that. You come to expect things. For him it's like, to Neil's point, he's like, "Oh, I'm going to teach you SEO," or whatever. But he does it in such a funny way, like he cusses, he makes it hilarious. So he teaches you something that's really basic and easy to understand while being funny.
Sometimes you have to combine a couple elements. And then he draws stick figures and things like that, it's not like your conventional thing. So it sticks with you and you're drawn, you either hate his personality or you love him. It's very polarizing and I think he knows that. That's how he's able to get his target audience to take an action, because you either, you leave really quickly or you're going to stay. For me, I stay because I think it's funny.
Neil Patel: Alright, so then once you have someone to your website, Eric already mentioned this, you need to run webinar. The easiest way to drive conversions is through webinars. You can use a software like WebinarJam or if you want to do recorded webinars that, quote-unquote, "seem live," you can use EverWebinar.
The webinar needs to be roughly 60 minutes long. The first 30-plus minutes you educate about anything. It could, let's say if you're selling a SEO product, you want to talk about how to do SEO, all the steps, yadi yadi yada. You can talk about your journey and how it took you so long to learn this. Then you want to go into a transition and this transition will get into selling your product.
Usually, before I sell the product I ask people for their permission. The reason I ask for their permission is if they say yes, which almost everyone does, they're much more likely to listen to your pitch, so that you can be like, "Alright, now over the last 30 minutes I've taught you how I've learned SEO over the last 10 years, and you know what, that takes a long time. Now, do you guys want me to show you how you guys can actually learn it in less than three weeks and not waste all the time and the ups and downs that I had to go through?"
If people start saying yes, then you talk about your product. Your product ideally should be selling for 997 or more. Don't sell it for more than 2,000, the conversion start tanking once you get above 2,000 without sales reps. From there you want to end up having other bonuses, like Facebook groups, weekly calls where you do it with everyone, it's not one on one.
You give away a lot of bonuses, like, "Alright, if you buy now, normally you can see this is valued at 3,000 or 4,000 bucks," and be honest with your price. If it's not valued at 3,000 don't make that up, but let's say it was. You can be like, "Alright, if you buy now or you buy in the next 10 minutes, I'll give it to you for 997." You're doing such a steep discount and people are like, "Wow, it was three grand, I can buy it a bit less than 1,000 bucks." They're going to be like, "What a steal."
You'll start getting a lot of sales. Make sure you close if off, in which after they're done watching and if they don't buy they really can't go and buy it later on. By doing that, that's when you'll notice your sales will start going up because you are creating urgency, not a sense of urgency but you're really creating a urgency if you stop selling it.
It works, that's why people like Backlinko can make seven figures a year, because he's launching products, selling them and doing it where if you don't buy right away you won't be able to get in later on.
Eric Siu: Yeah, and so the other thing that you can add on top is, let's say you don't have a strong channel yet, you can also do collaborations. Ideally you're looking for the micro influencers, the ones that are up and coming. Because if you go for the people that are too big, let's say like a Kim Kardashian, I'm not saying she has a YouTube but you know, really big celebrity, right? It might not necessarily be the right fit. Ideally you want something that's more target instead of ... You want something that's just right, not too hot, not too warm ... not too cold, right?
The other thing is, when I think back to my days at a online education company, TreeHouse, it is basically an info product. You're teaching people different things and you're selling it, basically a monthly subscription. After we start doing YouTube ads, basically we had the CEO talk about a few case studies and talk about his vision with coding, we, I bet the entire company on YouTube advertising. That company now does 24 million a year, maybe a little more than that but the last time I check 24 million a year.
Neil Patel: They release their stats?
Eric Siu: Yeah. His stats are on the Mutual Friends podcast.
Neil Patel: That's cool.
Eric Siu: Yeah.
Neil Patel: Good for them.
Eric Siu: Yeah. Anything else?
Neil Patel: I think that's it just follow those steps and you'll do really well. If you don't know how to make a webinar, go check out Russell Brunson's Perfect Webinar formula. It will break down how do it step by step in way more detail than what we described.
Eric Siu: Check out his book too, DotCom Secret. Really helpful for understanding funnels and webinars at the same time. You are going to have to get there eventually. You know, the guy we talked about, Alex Beck, a little earlier, he has a funnel too. You want to make sure eventually you dial that all in.
Anyway, before we go we have a special one ... Not one, we have a special giveaway for Crazy Egg, which is a heat mapping, Neil's heat mapping tool. Just go to singlegrain.com/giveaway to learn more. We will see you tomorrow.
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