Transcript
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Welcome back to be tob growth.
I'm looking lyles with sweet fish media.
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I'm joined today by Todd clousser.
He's the manager of Digital Marketing and social
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media over at WELCOM. Todd a
new linkedin friend and nice to meet in
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real life. Welcome to the show
man. Absolutely thanks for having me,
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Logan. Fantastic. We're going to
be talking about three steps you can follow
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to grow your Youtube Channel before we
get into this framework that folks can learn
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from. From your experience, Todd, why is this something that you've,
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you know, presented on multiple times, something that you're really passionate about?
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Where did these learnings come from for
you that you're going to be breaking down
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for listeners today? So I started
with wellcom, really before there was any
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business plan around it. You know, the the guy who had the domain
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name, he knew he wanted to
do something with it. In the original
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plan for that he had it was
like a directory style business model and we
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had a really hard time driving traffic
to that website. This was back in
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two thousand and eleven, so we
were kind of grasping at straws. Okay,
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how can we drive people to this
website? And you know we came
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up with the idea that let's create
educational youtube content with the end goal of
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driving people to the website. And
you know, we started from scratch.
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We tried everything. Stuff work,
stuff that doesn't work, and since then
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we've just kind of honed it in
and figured it out, so to speak.
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Yeah, absolutely. I mean that's
where the greatest learnings come from,
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is trying stuff failing and stuff figuring
out what works. So we're going to
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be talking about your three step framework. Step one is the planning phase,
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step two is execution and then step
three is analysis. Talk to us a
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little bit about step one in the
planning phase. You know, a lot
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of folks, I think, right
now, are a little bit intimidated with
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Youtube, and and somewhat rightfully so. Right it is a pretty saturated platform
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where there are a lot of content
creators. It's not as kind of immature
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as like, let's say, a
tick tock or Linkedin, where there are
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more consumers than there are producers of
content. Where do you kind of get
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your your mind set to begin the
planning phase with your Youtube Channel Strategy?
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Time? I think you know just
kind of talking about that a little bit
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even before you you start to plan
your content or anything like that. I
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think going into Youtube you have to
have the right mindset of what your goals
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and your expectations are from that channel. You know, if you're if you're
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trying to build thought leadership or branding
for your company or demand generation or,
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you know, influence over an industry, because at the end of the day
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we don't like the word influence,
but social media, as a company,
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you're in there so you can try
to influence people to buy your product.
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So if those are what you're trying
to do, Youtube's going to work for
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you. But you know, if
you're trying to treat it like an ad
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platform where you're creating content trying to
measure, you know, a direct you
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know, return on your adspend or
something like that, it's really not going
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to work for you. So you
have to go in with the expectation that
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this is a long term content play. You know you're not going to hit
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it out of the park right off
the bat in most cases, and if
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that's you know, if that lines
up with your goals, youtube is going
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to be perfect for you and this
framework should help you get started in growing
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that audience. So when you start
this planning process. Number one is you
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have to identify your audience. So
most companies, either in their marketing department
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through personas or an outside sales team
that's talking with the audience every day,
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they have a high level knowledge of
at least who they're trying to sell to,
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right, but you really have to
know your audience from their side.
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Companies have this company centric idea of
what their audience is, but very rarely
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do they do they know how their
audience thinks and and you know what they
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they really want. So first thing
you got to do is identify your audience
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and once you identify your audience,
you can find hosts that relate with that
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audience. So before you shoot any
content, you have to have a host,
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right. You got to have somebody
to be on camera. So you
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got to figure out how many hosts
am I going to have? Is it
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going to be one guy? You
got to kind of figure that out,
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whether your company has a huge product
line that's got multiple subject matter experts or
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you know, you can have one
subject matter expert. You got to figure
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out who's going to be your host. Okay, and then you also got
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to figure out how many hosts are
you can have. So if I've got
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if I've got one guy in my
company, you know, it's probably a
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good idea to reach out to some
of your brand partners to so like reach
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out to some of your brand ambassadors. If you don't have brand ambassadors,
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it's a good idea to get them
before you start a youtube channel because,
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like I said before, they have
that that customer centric view. Like what
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you're saying about being thoughtful in picking
the host, possibly having multiple hosts and
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getting your evangelists or your brand ambassador's
involved. Do you have kind of a
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list of your top two or three
characteristics for the host of your Youtube Channel?
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I posted about this the other day
about podcast host so I kind of
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have my own thoughts, but I'd
love to hear yours and maybe how they
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overlap with your podcast host or the
way we think about it. Or maybe
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you and I are kind of coming
at it from different angles, and that's
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okay. To what are some of
those top characteristics you look for when you're
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deciding who's going to be the host? Where the multiple hosts of our Youtube
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Channel for the brand? So I
think that depends on whether you're looking inward
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at your host or if you're looking
outward, you know, using brand partners,
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ambassadors, things of that nature,
because a lot of times companies,
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when you're when you're using someone internally, you may not have exactly what you're
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looking for. You know, as
far as like personality, you know,
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obviously anybody who is going to be
on camera it's great if they've got a
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super outgoing personality, they're relatable to
to your audience. So like for me,
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my audience is welders and fabricators,
so someone that's blue collar and,
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you know, can can speak the
language with a welder on the floor.
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That's something that's important to me from
an inside guy. But that might not
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necessarily mean that there's the most outgoing
person in the world. So that's again
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you look to your your brand abstads, you find one that's already using your
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products, that's got a good following
and you look for someone who's got a
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really good outgoing personality and can speak
passionately about the industry that you're in.
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So, Todd once you've got your
host or your cohost figured out, you've
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got to start planning out the content. What what topics? How are we
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going to divide this up? What
frequency what cadence, all that sort of
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stuff. Are there some things,
having been now on the other side of
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it, that you wish you knew
about this content planning phase as you're spinning
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up a new youtube channel for the
brand? Yeah, so when you're when
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you're coming up with your content strategy, how you're going to what type of
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content you're going to create, in
the beginning it's incredibly important to just test.
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I mean, so many companies out
there right now they're so afraid to
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put out good content. You know, there's so many companies putting out product
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explainers and, you know, trade
show demos, that sort of thing,
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but they're afraid to to move in, whether they're afraid is going to hurt
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their brand or what. They're afraid
to kind of look past that and create
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content that the customer actually wants to
see. So you know, it's important
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again to lean on you can lean
on your outside sales guys. Ask them
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what frequently ask questions they get and, if it's on a product, transform
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that that product question into a process
question. So you're not selling product your
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answer, you're educating on a process
and I think that's the best way that
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you do it. Is I mean
you can. You can transform those types
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of questions to make it relevant to, you know, a wider audience.
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Yeah, I love that. That
mantra there. Take our product question and
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turn it into a process question.
You don't. And that applies whether you're
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selling to welders and and fabricators or
marketers. You know, I might get
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a question in our sales process here
at sweet fish about, well, how
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do you guys go about helping US
name our podcast? Well, I could,
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you know, we could answer that
and say, well, this is
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how we do it and this is
who's involved in that sort of stuff,
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but that's not really valuable for someone
who's not, you know, actively talking
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to a salesperson here at sweet fish. But what I could say is here
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are the three things that we think
about. That are your top priorities when
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naming your podcast. Here are our
six commandments that we say you should never
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break when you naming your podcast.
Oh and, by the way, here
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are four formulas that we normally go
to when we name shows for our customers.
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Because those three things, the way
that I broke that down, could
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be avlicable whether you're naming your own
show or you're using sweetfish and we're consulting
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with you on the name of your
podcast. So I think that's a that's
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an example of taking a product or
service question and turning it into a process
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question. Taught I know the other
thing you wanted to talk about. So
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we got host. We've talked a
little bit about content. Let's talk about
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guests. What are your thoughts and
what's been your experience of getting, you
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use the term before, microinfluencers when
it comes to your youtube strategy, we're
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big fans here. It's sweet fish
of the fact that you don't necessarily need
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gigantic names to explode your reach in
a podcast where a youtube channel. But
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there is power in going to the
micro influencers. They might not be household
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name aimes, but there are people
who your specific Nige really recognizes. What's
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been your experience there and how do
you kind of differentiate between influencers and microinfluencers?
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I think the easiest way to differentiate
between a microinfluencer and an influencer is
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if you look at a microinfluencer,
they're interacting with every every come or a
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vast majority of their comments, you
know they're in tune with. You know
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the people that they're they're reaching,
you know, they're having conversations with these
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people every day, whereas with like
an influencer, they've got this gigantic audience
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that if they interact with five percent
of them, you know that's that's a
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task. So like with my experience
with microinfluencers, you've almost got this this
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more diehard audience around them just because, you know, people want to be
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a part of something. Like there
may be a guy that I follow and
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you know he's got ten million,
ten million followers, subscribers, whatever,
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but you know, I know he's
never going to interact with me, whereas
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you know, if I build a
relationship with a microinfluencer, you know I'm
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much more in tune to interact with
whoever they're interacting with. So you know,
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as a company, if I use
a microinfluencer and create content with them,
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now now I have a in tune
active audience in his audience that now
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when they interact with me, just
because in interacting with him, you know
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there's that back and forth. So
now they're going to come over to me
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and they're going to get that same
back and forth. They know that they're
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going to get that. So to
me microinfluencers. They're smaller, but they
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offer they interact with their audience more. And number two is you know,
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you've got a lot better chance of
getting microinfluencers to to interact with you on
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a regular basis, because that's what
you want. You want someone who's going
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to continue to work with you.
You know I don't want a big name
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for for one video or one series
of content when I can have a lot
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of microinfluencers that they're going to continue
to work with me for the long haul.
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Hey, everybody, logan with sweet
fish here. You probably already know
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that we think you should start a
podcast if you haven't already. But what
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if you have and you're asking these
kinds of questions? How much has our
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podcast impacted revenue this year? How's
our sales team actually leveraging the PODCAST content?
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If you can't answer these questions,
you're actually not alone. This is
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action and casted dot US growth.
That's sea steed dot US growth. All
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right, let's get back to the
show man. That is so good.
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That is exactly what I see Chris
Walker over at refine labs doing. He
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shot some content a while back with
Justin, Welsh and Guy Tanno, danardy.
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Now Guy Tono and Justin are not
household names across the US, but
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in the little bubble of BB sales
and marketing on Linkedin, most people I
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talked to in that space. No, Guy Tano and Justin and they created
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some content together and now Guy Tano
is a regular contributor on Chris as podcast.
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They do the demand Jin live series
every week. There their weekly Webinar,
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and so I can see another example
of that. Just thinking through the
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bed marketing space, where microinfluencer relationships
in those ongoing relationships can actually help you
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reach new audiences. The other thing
you're talking about is looking for those folks
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who have a really engaged audience.
They maybe have a bigger following than you
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do, but they're not the like
Tony Robbins or the Geary v's of the
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world. I can go into the
comments of someone on Linkedin who maybe has
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a little bit bigger following than me
in the BB marketing space, comment on
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that post and not only get that
individual to reply back but at to your
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point. Yet other people now seeing
me engaging in those comments. So you
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know, on another channel talking Linkedin, I can see what you're talking about.
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Has held true for me in just
my own engagement strategies. We'll talk.
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We've talked about phase one and you
know, the the planning phase.
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I want to make time for execution
and analysis. One of the first things
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you've got to think about it once
you've selected your host and you've figured out
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kind of your format and your content, is how do you play to your
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host strengths? Take us through your
experience in how you guys decided to approach
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Youtube and play to your host strengths. And you know, just complete candor,
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we've been thinking about our own youtube
channel strategy here at sweet fish.
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We first started with well we could
take the full interviews from BB growth this
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podcast and just put the the full
interviews up on Youtube. That tends to
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not get a lot of engagement.
We thought, okay, we could just
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kind of take the solo or the
internal episodes and and change those up with
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some b roll, or we could
go an entirely different direction where we screen
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share and we talked about content and
we do kind of a content tear down.
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There's so many different formats that you
can approach youtube with. Do you
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kind of have a structure or a
checklist that you think through in your mind
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when you're thinking about a youtube channel
strategy? These are the formats we're going
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to go after and why? Yeah, and I think that whenever you choose
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your host, you have to you
got to start thinking like a filmmaker,
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not like a marketer. So you
know, I'm never going to blame my
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host for not being energetic enough,
for my content not doing well, because
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there's things that I can do,
or your videographer can do or your editor
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can do to highlight what they're good
at. So, for example, we
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work with a company because we also
create content for other people's Youtube channels.
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So we work with a company that
their entire Youtube Channel is hosted by their
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influencer network. So most of these
guys there, they're all from instagram.
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So none of them really have a
video background, but they're all really good
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welders. They're really good at what
they do. So, you know,
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this guy came in, he would
talk my ear off in the car,
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you know, on the way into
the office, getting ready to shoot the
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video, everything that you know he
wants to do. The second I hit
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that record button, it's like deer
in a headlight. So what I did
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with with him was, okay,
you know, flip the camera around,
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keep recording audio and tell me,
tell me. Let's have the exact same
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conversation we had in the car coming
over here. So we just went went
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back and forth like we're doing now, talking about welding, talking about,
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you know, what he's looking for
when he's doing it and his process.
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And then so now I of a
now I have a framework of all the
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be roll I have to get.
So and he's passionate about it when he's
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talking to me, when the cameras
off, you know, because that's what
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he loves to do. So we've
got that inflection that that he's really into
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what he's talking about. So now
you're going to hold the the audience's attention
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with audio. And you know,
at that point we're just getting B roll
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shot of everything you talked about and
you know, in the in the post
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process, we string that all together. And I mean that channel has it's
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not a large channel at this point. It's got like tenzero subscribers and that
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video, within the first couple weeks, had like eightyzero views. Wow,
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and I love that just, you
know, not kind of pushing the rock
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uphill and saying, hold on a
second, what if we change this up
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a little bit? Right, if
you realize that your host kind of gets
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deer in the headlights, especially early
when the cameras pointed right at them.
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And you know, I kind of
had this a while back, but I
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was recording an explainer video for the
sales section of our our site here at
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sweetish and I set up a computer
with a teleprompter APP and it was running
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and I was trying to get it
to where I could look right in the
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camera because I was I was playing
videographer and and talent in this case and
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in my Home Office. And Man, I sent that over to Dan and
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James and they're like yeah, we
can tell you're reading from our teleprompter.
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Let's do something else, and so
I just decide it to give myself some
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bullet points to go through and then, like once I got to the point
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where I was really riffing and on
a roll, I just paused and kind
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of looked at my notes and then
went back up and then our video editor
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can can smooth those out or you
can, you know, the quick hard
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cuts, Yep, are actually pretty
well. People are used to those right
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now. And you can make your
you can make your host appear that much
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more punchy when you kind of really
tighten it up. So there's lots of
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things you can do. Are there
any other tips and tricks for either the
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person kind of coaching the host or
for the host in ways to vary up
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the content, keep it interesting,
keep people engaged? Anything that you found
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is kind of a formula or another
example like that. Todd yeah, I
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mean there's there's different things that you
can do. I mean, like with
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us, we're fortunate to have some
good equipment and so if you can throw
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you can throw in audio tracks and
you know, lots of beer roll and
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you know, cut scenes a lot
to keep people's attention. But at the
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end of the day, what's really
going to to keep that attention? And
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on Youtube that's that's half the battle, because it's all about watch time.
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It's really having that person being passionate
about what they're talking about. Like I
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said, a lot of people get
nervous and that comes across on camera,
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it comes across in the audio.
So I mean, if you can do
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whatever you can and to make them
as comfortable as possible and you know,
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if you're the person behind the camera
kind of coaching them in the moment,
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you know, a lot of times
it's just it's as simple as okay,
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let's take a break, have a
quick laugh, you know, get comfortable
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again and then and then get back
into it. Yeah, it's kind of
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like a good portrait photographer. Half
their job is making their subject comfortable.
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The other half is figuring out composition
and lighting, which is is tough enough.
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which is all why I always even
though I studied photojournalism in college,
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I was a really crummy portrait photographer
because I just gotten so caught up in
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thinking about the composition in the lighting. I'm like, Oh, I forgot
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to, you know, make the
person stops smiling, like Chandler on friends,
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where he's doing the the awkward smile
and he can't take a good picture
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all right. So, Todd,
we've talked about the the planning phase,
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the execution phase. Step three in
the framework is to really analyze where you've
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been, the results those sorts of
things. You know, watch time is
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obviously a key metric that folks who
are trying to generate engagement and results on
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youtube are thinking about. What are
some of the other areas that you guys
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did some analysis? What metrics were
you looking at and did any of those
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kind of inform or change your approach
once you guys kind of got rolling with
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your Youtube Channel Strategy? So really
I look at it as you've got you've
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got two sets of metrics. You've
got your front and metrics, which is
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like your engagement metrics, and you've
got your back end metrics, which is,
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you know, everything in the analytics
suite. So on the Front End
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Right off the bat, and I
know a lot of people called a vanity
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metric, but you look at is
your is your content getting views? Because
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if your content isn't getting views,
you're doing something wrong either. It's you're
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you're presenting it wrong, you're not
presenting to the right audience something. So
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first thing I look at is anybody
watching it? Once I get people to
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start watching it. Now I start
looking to the comment section. Okay,
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I can get people to watch my
video, but is it striking a nerve
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with them? Because if you watch
something that that you're passionate about and something
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says something, generally it'll strike a
nerve with you to go down into the
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end of the comment section, good
or bad. But you know our people
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down in the comments section having a
conversation with me, because if I'm if
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I'm just preaching, if I'm want
a soapbox on my youtube video and no
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one's actually going down and engaging with
me, chances are, you know,
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they're not going to remember you,
they're not going to subscribe, they're not
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going to come back. So you
want to make sure people are commenting.
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The other thing is shares. So
if you want your videos to be suggested,
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to be found by people that aren't
already subscribing, you have to create
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sharable content and that's that's another reason
that, you know, it's important to
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work with influencers. But beyond that
kind of getting off topic here for one
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second, to create sharable content,
one thing that we do is ninety percent
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of our stuff is user user generated
questions. You know, our content is
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is derived from what is our audience
asking us. Instead of just, okay,
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creating a spreadsheet with all these questions
and answers or topics, we'll call
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those people out in those videos.
So okay, so joe asked us this
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question in, you know, last
week's video, and then all pop up
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my host looking at his phone,
actually reading his question. So now that
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guy. He's going to go and
share that video because, hey, look,
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they they showcase me on their channel
and again, everybody wants to be
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part of something. So that's just
a I know I'm going off on a
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tangent here, but that's that's a
little tip to create sharable content. So
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those are the main things I look
for on the front and on the back
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end we've got another three things.
We've average watch time, we have average
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viewed duration and we have retention graphs. So with average watch time, that's
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like a measurement of minutes and seconds. So how many minutes are people actually
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watching my video? Now, Youtube's
goal, just like Linkedin's goal or any
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other social media platforms goal, is
to keep you on their platform, right.
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So the longer you can keep somebody
engaged in your video, the better.
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And that's watch time. Now with
average view duration, that's a percentage.
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So you put those two together and
that's what that's what I can look
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at. You know, Youtube is
looking at watch time and minutes. I'm
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looking at at percentage can I and
that kind of tells me how long I
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need to make my videos. If
I can make a twenty minute video and
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keep them engaged for seventy percent of
the time, that's great. If I
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create a twenty minute video and they're
they're dropping off after three minutes, you
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know, I know I'm doing something
wrong. And then retention graphs is really
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where you is string it all together
and how you can kind of figure that
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out. So in Youtube they have
a they have a metric. It's called
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retention graphs, and you can look
at, second by second, where people
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are falling off or rewinding or pausing
or whatever, how they're viewing your content.
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So I can go look at the
graph and then kind of filter through
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it and see what's happening on screen
at that exact point in time. So
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if I see a jump in the
graph, I know that Oh, you
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know people, people came back to
this spot. What am I doing?
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Here or if I see it just
drop right off the bat. Okay,
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they're fast forwarding here. That's something
that, okay, maybe I don't want
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to show in the future. And
you know, we've used retention graphs to
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refine how we shoot video. Like
not every single video I'm looking at retention
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graphs. You know, I can
tell you that. So in welding,
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you know what what our audience wants
to see is like. If you are
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looking through a welding hood, what
you're looking at. So we called an
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arc shot. So I can tell
you that if I show an arc shot
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for more than seven seconds without having
audio over it of the host telling and
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what's going on, you see an
immediate dropoff. You know, there's other
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things we have. We have a
CNC plasma table on our shop. Anytime
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that we actually go to the computer
and start talking about what we're doing,
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people drop off. They just want
to see what's happening on top of the
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table. So you can use that
graph to really again figure out your audience,
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know your audience and and then refine
the content around that. And then
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you know, once you kind of
figure all that stuff out, it at
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that point it's really just rinse and
repeat. Yeah, you just keep going
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through that same planning, execution,
analysis and the analysis leads you back to
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more planning and execution. Our love
your point there about using the retention graphs
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to hone not only the the content
but the way that you're presenting it.
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Where do we go to be roll? Where do we where do we cut
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stuff out? What to people will
not care about because you can get very,
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very granular, down to the second, down to the clip. So
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that's that's really good stuff taught,
especially for those who are just getting started
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on youtube. If anybody listening to
this, todd, would like to stay
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connected with you or ask any other
youtube or any other content marketing questions of
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you, what's the best way for
them to get in touch? Man,
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reach out on Linkedin as that's it, todd. Todd clouds are on Linkedin,
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easy enough. Awesome, man.
We will link to your profile on
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00:28:18.809 --> 00:28:22.609
the show notes make it easy for
people to connect and again, really appreciate
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you taking time. You've been a
good supporter of our content. I've seen
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you around on Linkedin a bit and
it's always fun to take linked in friends
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00:28:30.640 --> 00:28:33.640
and and move them to real life
as as in real life, as we
382
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can get these days. So thanks
for joining us on the show and breaking
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down your framework for Youtube. I
really appreciate it. Todd my pleasure Logan,
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thanks for having it. It's sweet
fish. We're on a mission to
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create the most helpful content on the
Internet for every job, function and industry
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on the planet. For the BB
marketing industry, this show is how we're
387
00:28:55.630 --> 00:28:59.099
executing on that mission. If you
know a marketing leader that would be an
388
00:28:59.140 --> 00:29:02.940
awesome guest for this podcast. Shoot
me a text message. Don't call me
389
00:29:03.099 --> 00:29:07.019
because I don't answer unknown numbers,
but text me at four hundred seven for
390
00:29:07.180 --> 00:29:10.130
and I know three and thirty two
eight. Just shoot me their name,
391
00:29:10.450 --> 00:29:12.450
maybe a link to their linked in
profile, and I'd love to check them
392
00:29:12.490 --> 00:29:15.609
out to see if we can get
them on the show. Thanks a lot.
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