[Coaching: Brad #4] — Building Authority and Lead Generation with YouTube Marketing + Performance-based agreements

By Zach Swinehart

Coaching series: Can Zach get this beginner freelancer (Brad) to a 6-figure income ($8,333/mo) within 6 months?

Follow their journey through the ups and downs and watch them grow!

Milestones from today’s episode:

  • Brad’s Organic YouTube marketing approach and the direct impact on lead generation and sales
  • Using high-search keywords on Google and YouTube for video ranking
  • Conceptualizing his dual-service offering for clients using authority building and existing content

Coaching highlights from today’s episode:

  • Importance of research in content creation to ensure effective YouTube marketing
  • Purpose of a well defined content creation strategy
  • The value of performance-based agreements with clients

Original coaching call recording date: 06/28/2023

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AI-Generated Summary:

  • 0:00 – 2:00 — Zach introduces the ‘six months to six figures’ series of the Double Your Freelancing podcast, featuring Brad.
  • 2:00 – 4:00 — Brad, who runs a YouTube marketing agency, will coach Zach on YouTube strategies while Zach coaches him in return.
  • 4:00 – 6:00 — Zach emphasizes the importance of demonstrating the impact of services in client interactions.
  • 6:00 – 8:00 — Brad shares his background in direct response marketing and his focus on generating leads and sales.
  • 8:00 – 10:00 — Brad discusses his success in using YouTube for organic marketing and his journey in creating and selling online courses.
  • 10:00 – 12:00 — Brad emphasizes the effectiveness of strategic organic YouTube marketing in generating revenue quickly.
  • 12:00 – 14:00 — Brad highlights the potential of small YouTube channels in achieving significant financial success.
  • 14:00 – 16:00 — Zach discusses the importance of offering quick, valuable services to clients and the skepticism around SEO payoff periods.
  • 16:00 – 18:00 — Zach seeks concrete data and case studies from Brad to understand the impact of YouTube marketing strategies.
  • 18:00 – 20:00 — Brad acknowledges his need for further research to provide precise strategies and results for clients like Zach.
  • 20:00 – 22:00 — Brad discusses the importance of niche-specific research for YouTube strategies and how it varies with each client.
  • 22:00 – 24:00 — Brad emphasizes the effectiveness of sensational headlines and ethical considerations in YouTube marketing.
  • 24:00 – 26:00 — Brad shares his experience with a specific YouTube channel, focusing on long-tail keywords and affiliate marketing strategies.
  • 26:00 – 28:00 — Brad analyzes the performance of his videos, noting the importance of audience response in guiding content strategy.
  • 28:00 – 30:00 — Zach probes Brad’s process, seeking clarity on how Brad’s YouTube strategies can lead to tangible client benefits and financial returns.
  • 30:00 – 32:00 — Brad explains his strategy of targeting high-search keywords on Google and YouTube for video ranking.
  • 32:00 – 34:00 — Brad expresses his hesitation about guaranteeing concrete results and discusses his approach to sales and client expectations.
  • 34:00 – 36:00 — Zach encourages Brad to focus on finding key metrics and developing a solid process for YouTube strategy.
  • 36:00 – 38:00 — Brad suggests a process of releasing high-quality videos weekly, targeting keyword traffic and related video trends.
  • 38:00 – 40:00 — Zach and Brad discuss the ongoing maintenance phase of YouTube strategy, focusing on leveraging Google’s understanding of channel content.
  • 40:00 – 42:00 — Zach suggests substantiating the potential of YouTube organic marketing using case studies and emphasizes the importance of research in Brad’s package.
  • 42:00 – 44:00 — Zach discusses the challenge of time-consuming packages like Brad’s, which may require extended client commitment for significant ROI.
  • 44:00 – 46:00 — Brad shares his hesitation with SEO sales due to its uncertain outcomes and discusses his client interaction approach.
  • 46:00 – 48:00 — Zach encourages Brad to define boundaries in discovery calls and consider packaging his services like products.
  • 48:00 – 50:00 — Brad discusses incorporating short videos into his strategy, their potential for growth, and the challenges in creating long-form content in limited time.
  • 50:00 – 52:00 — Zach outlines a multi-step video creation process, including research, idea generation, recording sessions, and iterative improvements.
  • 52:00 – 54:00 — Zach emphasizes the importance of Brad taking responsibility for content decisions and setting clear expectations regarding time and financial commitments.
  • 54:00 – 56:00 — Brad discusses offering two types of services: an authority builder package and a content optimization package for existing content.
  • 56:00 – 58:00 — Brad plans to use his client’s extensive WordPress tutorial content for case studies and discusses the potential of both service types.
  • 58:00 – 1:00:00 — Zach suggests considering performance-based work and pre-filtering criteria to ensure client success and maximize the impact of Brad’s services.
  • 1:00:00 – 1:02:00 — Brad estimates that with 10-20 videos, each could drive at least one lead, projecting a safe guess of 20 leads per month, optimistically up to 100 leads.
  • 1:02:00 – 1:04:00 — Zach helps Brad reverse engineer the value of video views to email subscribers, aiming to determine the cost-effectiveness of video production.
  • 1:04:00 – 1:06:00 — Brad shares his past experiences, estimating about 1,000 views per video per month, emphasizing the ongoing benefits of videos in generating organic traffic.
  • 1:06:00 – 1:08:00 — Zach discusses the long-term value of videos, analyzing the time it takes for a video to pay off its production costs and how this informs the length of client engagements.
  • 1:08:00 – 1:10:00 — Zach advises Brad to consider different package options for his services, focusing on creating tangible, measurable results to make his work more marketable.
  • 1:10:00 – 1:12:00 — Zach concludes by encouraging Brad to work on solidifying his service offerings and to potentially explore performance-based arrangements to minimize client risk.