So this session we're gonna talk about YouTube podcasting. And some of this is going to be very similar to podcasting. Regardless, there are some nuances to YouTube, and we're gonna discuss some of those. And these are some things that you may already know about, making sure that your podcast does build your USP, your podcast needs to be, be or do something that people cannot get elsewhere.

And that is probably the classic understanding of what A USP is. It can be as something as simple as the experience you have, your expertise, your enlightenment, or your education. And again, these are probably things you already know. Now, it could be where you do or don't deliver your podcast. And this is gonna be pretty important when you start talking about delivering a podcast on YouTube.

And that's whether you're going to take an audio podcast and rebroadcast it or re redirect it to YouTube, or if you're going to just add in video elements. And that's really what makes your podcast unique when you're gonna put it on YouTube, it can be the kind of guest that you have, and this can be a particular niche or just can be your style,

right? Right. You can mix video and audio when you're doing YouTube, and you can be a segment that you do, and you wanna use video to bring these particular segments to light. So in other words, you wanna do specific segments, you wanna have specific guests, you wanna have specific demonstrations, you wanna have elements where people can see you.

You can use and mix in video to your podcast in order to do that, especially if you know people are going to be tuning in on YouTube. And naturally, you know, when you're talking about something that's gonna be unique, your podcast can be about a subject that isn't covered very much. And a YouTube podcast is gonna be an easy way for you to talk about something that others cannot or won't talk about or demonstrate.

And that's very important. The demonstration aspect is what separates YouTube from an audio podcast. So even if you are redirecting your audio podcast to YouTube, you can add in YouTube videos that will give your customer or give your viewer something different that they will be experiencing in your podcast. And of course, you know, when you do this in the podcast space,

it means that you're gonna be willing, basically to make sure that you are, are kind of out there with some ideas and that the market's gonna kind of catch up with you. And the most important thing when your podcasting is not whether or not you're gonna hit a home run with every episode, or that you're gonna get, you know, 10,000 downloads with the first view,

with the first topic that you do, but being consistent because eventually, if you're consistent enough, someone will discover something that you, that you're doing or you're just going to hit on something. And what you wanna do is you just wanna make sure that you're not fading out. And there's a term called pod fading where someone just gets tired and they get tired of putting forth the effort for no,

you know, apparent benefit. But you don't have to do that if you can just be consistent. And again, you know, video gives you the opportunity to mix in a different element, you know, for a different audience and give you some variety in terms of what you're delivering. Now, not every subject is gonna be monetizable. That's not any different than what you're experiencing.

Probably if you're doing an audio podcast and you definitely wanna take ideas, take polls, YouTube makes it easy for you to do that. If you're going to use the create post area, you can always use a poll from your YouTube posts, and you can then do, basically, you can do a little audience research in terms of what it is that they want.

Because what's important is gonna be the fact that your audience is gonna come to you organically. And what you're gonna do is you're going to be doing those kinds of things that your audience is going to be interested in on a regular basis. Now, if you ever want to have sponsorship, obviously you don't have to, you go, you're going to, you're going to be,

it's going to be a good thing for you to have the kind of audience that will go between both video and audio. Now, you do need to make a decision about whether you're gonna be primarily video or primarily audio. Now that that decision may already be made for you. And if you have an existing podcast and all you're doing is directing it to YouTube,

then that decision is already made. But if you have not decided it yet, well, you can be primarily a video podcast and you can then turn that audio or that video into audio and redistribute it that way. The the process is slightly different. Now, you know, if you're gonna be doing a video podcast, obviously there's more to it, you know,

you've gotta be presentable with every broadcast, and you've gotta make sure that you've got your lighting and you've gotta have a background. You wanna be kinda similar to the other podcast in your, in your genre, in your niche. Audio is easier, right? Because you don't have to look like anything. And really all you gotta do is you gotta have the equipment to record the audio there.

There're certainly platforms that will allow you to do that with little or no equipment. Now, YouTube people are probably gonna be more willing to watch than listen. So, you know, the fact that you're going on YouTube, you gotta kind of keep that in mind, even if you're doing an audio podcast and it's gonna be harder to stand out with just audio on YouTube,

now you know you can do it. Obviously, if you've got great guests or you've got great topic and people are interested, people will come and they will tune into your po to your, to your content. But it's going to be harder to stand out on a video platform if you're doing audio only. You wanna keep that in mind as you decide whether or not you're gonna be primarily video or primarily audio.

It's always gonna be what makes your podcast different will be the the lasting value. So even if you know, you don't, you don't necessarily stand out, you're gonna have to do the kinds of things that, again, just make your podcast totally different than anything else that's on YouTube, whether you choose to use primarily video or audio. And a USP is basically what is it about what you're doing that your visitors or your listeners,

they have to have it right? You know, are you doing something that is that, that they cannot skip, they cannot skip during the, during the week. They, they must tune in because you've got something that either is compelling to them, and sometimes it can be entertainment, it can be the drama that you bring to their lives. So you can bring the inspiration or you can bring humor.

You, you've gotta be able to come up with something that your visitors or your, your listeners, they have to have. And whether you're doing this for business, it really does have to do with who your audience is and what they want. So if your podcast is really primarily to drive customers, then you might be able to do something like entertainment and have them buy,

you know, to, to drive buyers. But in general, you wanna focus in on the area in some way of the, of the product you're trying to sell. You know, when you're doing a, when you're doing a podcast on YouTube or otherwise, I, let's talk about another fundamental marketing principle, which is upsells and cross sells. And you,

you've, when you are going on these platforms, you need to have a sales system. And again, this is no different on YouTube than it is. And if you're gonna just use an audio, you wanna make sure that you are doing things like giveaways and you, you've gotta make sure that you know what your podcast is for. We, and that's really the theme of this whole session,

understanding what the podcast is gonna do and how you're gonna structure it based on that. And if you understand what it's supposed to do, then that's how you're going to incorporate, you know, your upsells and cross sells into the podcast. Now you can do merch, right? But generally a podcast is gonna be more profitable if what you're doing is you're using it to get interest and drive sales.

So one easy upsell to anything that you're doing is gonna be a continuity program. You always wanna have that. And you set your pricing based on what your marketers and li your marketing listeners will tell you, right? Because you know, in general, they're going to tell you what it is that they're interested in. And having a podcast is a great way to do audience research.

It's a great way to understand who it is that's coming to, you know, your, your, your, your sales page, who it is that's coming to listen and understand because ultimately, you and I are in the information business. And, and, and, and this is an easy transition to when someone, if you understand the, what information they value from having done your podcast,

that's an easy thing to figure out then what it is that they will purchase, what it is that they will buy, and how much they're willing to pay for the information that you are providing for them by way of sales, you know, how are you gonna deliver that information, right? And, you know, maybe if they're used to hearing you deliver audio,

will they, will they make a purchase? Will they buy it, right? That's important for you to understand about your individual audience. And of course, the, the number one thing that you wanna make sure that's connected to whatever it is you're doing, is that you have a way of collecting names and email addresses, you know, all along the way.

Now let's talk about YouTube in particular. And you've got a, you've got a great opportunity with YouTube that you may not have necessarily with something like an iTunes podcast because people are trained to look in the description for links. Now they, they're predisposed to do that. And so when they're watching on YouTube, they will probably be checking that description area to try to determine where the links are that you're pointing them out to them.

So you're, you're not fighting people to get them to look at those links. You're not trying to direct them to where they have to look. They already know if they are on YouTube for any length of time. And so you, you wanna probably do the opposite of what video creators do inside of YouTube don't. If you're doing this for business and you are moving some of the content onto YouTube,

don't clutter up that description area with a lot of links, especially if you're, if you're doing these episodes on a regular basis, you need to have that link of whatever it is you're talking about for them to purchase. You wanna make sure it's prominent and that it is clear. And again, that doesn't mean then that you don't, you don't have multiple links,

but you don't necessarily have to have all the links that you can possibly squeeze in there, especially if the point of the podcast show, or the point of the episode is to get them predisposed to buy something that you are selling. And you, you can make people link blind when you do that. And so basically, you know, if they, if if you have all the links,

then none of the links are really gonna be relevant because they're just one among a bunch of them, right? You wanna make sure that you're highlighting the most important thing to them in that description area. Now, if you're gonna add in a video episode, you've gotta make sure that you that, that you are primarily gonna have an audio podcast. Now,

you can add in something if you know it's not gonna be every, every episode. It's gonna be every once in a while when you, when when you do that, you, you've gotta make sure that you understand you're operating under the understanding. You know, you, you know that the people that are listening to your podcast, if, if you're doing a video you,

you've gotta make, you've gotta assume then that these people are not going to see your podcast, right? They may not tune into the video. So when you're in that episode, you, you've gotta be talking to people that may not see the video you're doing, right? So you still, you still gotta primarily an audio podcast. You do a video in there.

Well, people are not gonna just automatically go and watch the video. They're gonna tune in where they are used to tuning in. And so you still gotta address those people as if they're listening. Even if you have a video in general, you wanna make good use of your thumbnail image inside of YouTube. You gotta make sure that thumbnail image, if you can,

has a direct call to action. Alright? You can, you can put the title on there, you can put the URL on there, but in general, what you wanna try to do is someplace in there, you've gotta give people an opportunity, even if all it is a QR code or give people an opportunity to do something so they can take some action based on listening or watching your podcast.

And you gotta test out the thumbnails, right? You can, you can test them out to see if it maximizes views. You can test out different thumbnails to see if they maximize buyers. Maybe a certain kind of podcast brings a lot of buyers, maybe it certain kind of podcast brings a lot of opt-ins. So you've gotta test all of those things versus the different thumbnails that you're making.

Now, again, you know, if you're doing this podcast for the sake of your business, these are things that you do wanna test on a regular basis and which one performs the best against what you're trying to accomplish, which your podcast, that's the question you wanna answer. If you're gonna use something like an an an audio stream indicator on top of the video,

you've gotta see what that does to your convergence. Because again, the point is not necessarily to keep people on the platform and keep people watching and audio, the the point for you is gonna be, well, can I drive sales? Can I get people to click over to something that I am actually selling? Can I get them to opt in to my existing presence?

So we've gotta convert those people from YouTube over into our presence and what it is that we're doing for our business. And so all of this, the only way you're gonna be able to do any of this is if you, you know, your original link, you've gotta have tracking in place. So none of this is gonna work. You're not gonna be able to track views buyers or opt-ins unless you put links there that have tracking links right?

Now. I'm not saying that you have to have links there that are gonna be the pixel people, right? That's not the idea, unless that is what you're doing. But you generally wanna make sure that the links that you place in YouTube, that when people click them, you'll be able to count where they're clicking from and you'll be able to look at your statistics and tell who's coming from YouTube and who is not.

Now, one of the most important elements to this process is, and and this does come back to you're trying to figure out what your podcast is for, because that's really gonna dictate whether or not you send people from your email to your podcast on YouTube or whether you're just gonna have those people come from YouTube over to your podcast. Now obviously, if what you're trying to do is if you're trying to get views or you're trying to get your monetization up and you've already got an email list,

well sure then you're, you're going to tell people in your email that, Hey, I've got a new, I've got a new podcast episode on YouTube, you're gonna send them over there. Now, in other cases, it doesn't make sense to do because you, you're not necessarily gonna be driving people to undistracted purchasing. So if you send people to YouTube,

you are sending them to a place where they're gonna see a lot of links, they're gonna see a lot of different things going on. And in general, any information marketer will tell you that you're always gonna be better off making a direct feel appeal for a purchase without any distraction, right? That's why you send people to a sales page. It doesn't have any other links,

doesn't have any other menu items. You want people focused on what it is that that offer is telling them that they need to purchase. So you don't wanna send people to be distracted. And if you send people over to YouTube from your email address, right? Or, or from your, from their email, then they're gonna go and watch other videos.

They could watch the videos of some of your other competition. They could watch videos that are gonna be distracting to them. And that's not what you wanna do. If your point is to get people to purchase things. And so you, you might wanna just consider using the YouTube podcast as a one-way traffic source, right? Maybe you don't wanna send people over there,

maybe you send people to a place where they can watch or listen to the same content, but yet on your website that they're gonna be undistracted, especially if what you're talking about is something they need to take action on and they're going to buy. So managing your list is going to be vital. You've gotta think through these things before you just do what everyone else is doing.

And that is to just send people from their email list over to their podcast affiliate and partner marketing is also something that you want to consider and you want to use a video element to let visit viewers, see your partners. And this is something that you can add. So if you're gonna be doing some kind of affiliate promotion, or you're gonna be doing some kind of introduction of a partner or somebody you're going to be working with,

and you don't want to just bring them in and have them in front of your audience. I mean, you can actually introduce them by using video and that's a great use of a video in terms of your podcast. And you can also use a video component to do demonstrations, right? So if you're doing something and you've got to, you're selling something that requires them to see something on screen and they've gotta see the realness of it,

well, a, a podcast, a video podcast is a great way of saying, well, hey, watch this video, let me show you what this actually does, especially if you're gonna be able to show people something on camera, on screen. And this is always, and there's no guarantee to this, right? But typically, I mean, if you can show people what they're getting right,

what they might be looking at, you're probably gonna be increasing the likelihood they're gonna purchase. And so this is a great way of being able to increase your conversion rate. And the the other thing you want to kind of keep in mind here is that, you know, there's always monetization associated with channels that meet certain thresholds that may or may not be what you're going for,

especially if you're using YouTube for business, a business podcast. If, if you're trying to do monetization and work with affiliate partners and YouTube gives you the opportunity to put products in your, you know, your channel, you're probably not gonna be able to to, to have your affiliates cooking for those. So, you know, just because it's available doesn't mean it has to,

you have to use, it doesn't mean necessarily that you're going to make it part of your business model. And so once again, the, the more of the story is how are you gonna use the podcast? Is it, is it for traffic or is it just for selling things? Very important distinction, very important element you have to make sure you're understanding of and that you are using in your decision making.

Educational marketing can also be done with your video based podcast naturally, just as you would with audio. You wanna do special events, right? For your customers and for your listeners. And this is a great time for you to do a training session. Maybe there's something that they wanna learn, but they've been saying they wanna learn and you can show them and teach them how to do it by using video for example.

And you know, we talked about this before, especially if you're gonna be bringing in a guest, you, you, you can show them who your guest is, you can show them a PowerPoint, you can show them something that will help them to follow the guest, you know, when someone's familiar with you. And then you're gonna bring on a guest.

Sometimes the guest may talk at a different cadence, maybe they talk too fast, sometimes they brought talk too slow. If they can use a visual, this will typically increase the opportunity that you have in order to generate sales from anything that they are presenting or that they are promoting. And of course, you know, whenever you bring on a guest, it should be free to them just as you would with an audio podcast and that you wanna make sure that it is enhancing your brand naturally.

You know, no, none of the guests you wanna bring on, they're gonna be random. You've gotta get people tied back into your show and get people to your customer list. Now, this is all gonna be easier to do with YouTube because again, you're bringing on someone and even if they don't know them, you're going to be able to get them to know your,

your, your listeners, get them to know your audience. And whenever you can, even if you're an audio based podcast, you wanna put those partners on video, they're willing and another kind of underrated, underrated sense. And if you, maybe you have a a, an audio podcast, but you don't necessarily have things like customer service videos. And you can put all those videos now on your,

on your YouTube channel, right? If you're gonna have a YouTube channel associated with your podcast and maybe you're not using YouTube already, well put those customer service videos now on your YouTube channel. That's a great place for your customers to visit. That's a base, a great place for the people that are listening to your podcasts on YouTube. Well, they can experience some of the customer service videos that you place inside of your channel.

So all of your FAQs, your support videos, your customer service videos, if you can, you wanna go ahead and put those on your channel. Now that doesn't mean that you don't put them on your website. So if you've already got all of your help videos and your service videos, your support videos, you've already got those things on, you know,

on your site, then you don't wanna move them. But you do wanna cross post them. You do wanna make sure that they are also going to be on your YouTube channel. Let's talk about some direct response elements as we close out here. You wanna use a classic direct response, alright? You know, use, use scarcity, right? You've gotta tell them that,

you know, limiting the time that episodes are going to be available, and in some cases, and it's not necessarily gonna be, you know, on your channel per se, but you can show them the site where they're going to have a countdown timer. And there's a difference between telling someone that, you know, an offer's gonna be expiring and actually having them see a countdown timer.

So when you're doing things that are gonna be time limited, well you wanna try to show those things, you wanna try to show them that, you know, they've only got so much time, even though you're telling them verbally. You can do that by including that in a video or including that in a video post. And you know, some of your,

you know, some of what you're gonna be putting on social media, they're gonna be excerpts, right? Just as you would do with audio podcasts and, you know, all of this, all of these things are gonna require a little more work, right? So if you've got a team of people and you've got people that are working with you, they can certainly help you with some of these tasks.

And naturally you can make, you can make scarcity and urgency, right? And an element. And again, you know, we can do that with, you know, a our countdown timer. We can make urgency, alright, that some things come to an end and we can make sure that, you know, you've got a buy button that maybe it shows,

you know, how many or how many are gonna be left. You can demonstrate, you can show those things in a video. And naturally, yes, you can take advantage of ai. You know when you can, you know when you need them. Now here's the, here's the, the, the element that I do want to kind of speak to for,

for more than a minute, which is you wanna use this video element as social proof because one of the things that the audio does over time is it gives you credibility, it allows you to be places where you, you know, it's, it's hard to be with video, right? Because people can take an a, an audio, they can take an audio podcast in places where they don't have to sit and watch.

They can listen to it while they work, they can listen to it while they drive, they can listen to it while they work out and maybe they can't all the time do that with video. And so an audio really allows you to be personal with your, with your listeners and personal, with your customer base at the same time. It is difficult for you to prove that you're an expert.

It's difficult for you to prove what it is that you are saying or that your claims are gonna be true. One of the things that you can do and if you can be effective at it, is gonna be to make sure that the customer or the, the viewer that they see what you're talking about. And so a a video podcast on YouTube in particular gives you the opportunity to bring things to life that you cannot do with audio.

So it doesn't mean that you do things that you would not do on, on audio, but you wanna make sure you're enhancing the audio by doing something, adding elements that prove that what you're saying is gonna be true. Proving that your purchase or what you're selling should be something that they should go ahead and make their purchase from you in this case. And again,

what, what do we mean by social proof? What does that, what does the social proof mean? It it, it's really how you demonstrate and show success, right? And so one of the things that you can do with video if you're willing, especially with live video, and you wanna do this in real time, is you wanna show elements of success whether or not you are the,

the center of attention, right? You know, it's been said that you need a star, a story and a solution in order to make a sale. Well, if you're the star, one of the things that you can do is you can be the star right there in real time if you're doing live. And that's something that you can do on YouTube.

If you will present yourself as someone who has used what it is you're selling something, someone that has benefited from what you're trying to tell people, what you're trying to give people access to, that's going to give you the kind of social proof that you cannot get elsewhere and that you cannot do effectively by audio. So a YouTube podcast gives you a very unique opportunity to seal the deal,

to seal the message by showing people, well, hey, you know what? I've had success, here it is. And however you do that, right? Whether you do that by, you know, talking through your points or whether you do that by showing them a physical demonstration, you can PLR you can create social proof in different ways when you are in a video.

And naturally these very same things you can do in a recording, right? And you should do them, all of your recordings should have an element of social proof of that. You should have some element where you're showing people something that you may maybe didn't wanna demonstrate it live, but you can upload it to your YouTube channel, right? Not everything can be done live and in person,

but it's still just as valid if, if you record a session and you upload it to your YouTube channel. And that's what you're really trying to do. Again. Now, if we're talking about using this podcast for business, YouTube gives us a different dimension, gives us a different element that we can add to the process in order to get people and move them to move them into the buying process.

Okay? Very good. Now are there any questions, any questions, any questions about using YouTube podcasting in order to, in order to effectively market your business? Any, any questions? Okay, So here's a question. If I don't have a podcast, is it better to start on audio platform than move to YouTube or just start out on YouTube all together?

And there is an answer to that. Now, the easiest way to start podcasting is to just get a free Spotify account and then to start podcasting. And there really isn't a lot that you have to have. There isn't a lot that you have to do. You don't have to obey a schedule and because you're not necessarily having to make some kind of monthly payment,

it's gonna be the best way for you to start out, even easier than doing YouTube. And so the reason for this is 'cause you, you don't need equipment. And so you don't have to be presentable, so you don't have to be on camera and you don't necessarily have to do video for YouTube, but at some point you're gonna want to show up there.

So the best place to start out is going to be to start out on audio. And then it's going to also be the most cost effective for Spotify. You probably need the headset, probably the mic, you may need to be able to just talk into your computer. Some people talk directly into your audio, and then you're gonna take that podcast feed and just attach it to YouTube.

And so that's always gonna be easier than anything else you're going to do in terms of starting now, one thing you could do is you could just record the audio. And so if you have a program like Audacity, you have something like Camtasia, you could just record the audio yourself, you could edit it and then you can add in some extras and then upload it to YouTube.

But the thing about doing those kinds of things is that they require an extra step. And anytime you have an extra step, that's just enough sometimes when you're first starting out to keep you from podcasting. And so the, the best thing is always gonna be if you're haven't done anything, podcasting is gonna be to start out on a really easy platform that's easy to get going and easy for you to create an episode on a regular basis.

It's either a discussion online about using ai, should this be avoided? And this is a, a question that is going to be debated at all points in time. And right now you're using a big platform like YouTube or Spotify, it's detectable. So if you put AI into anything, especially audio, these big platforms are gonna know it. And the question is gonna be whether or not you feel like you should be using it.

And the platform feels like you're using it. And right now there is a position that the platforms are taking. YouTube has said they're gonna differentiate. And so they're not all in on you using AI for content right now. So they're saying that you can, they're not going to prevent you, but they're definitely want to make sure that they tell the viewers or the listeners that this is ai.

So when you start thinking about this, when you start thinking that you're gonna have your podcast on YouTube, the single most conservative thing to do is gonna be to create the content yourself. And at this point, AI is not necessarily part of the regular podcasters toolbox in terms of creating content. Now you, one alternative that you have is that, you know,

when you do live training, let's say that you do something on Zoom or you do something on YouTube live, you can always take the video and strip out the audio and you can use that as your podcast. So there are some alternatives to being able to create content. And certainly if you're creating yourself, there's a way to work around or not having to use AI nor to do it.

Now, in terms of your actual script and outline, that is a place for ai. So if you're trying to figure out how to structure what you're gonna say or maybe how to structure your questions or what questions you ask for a guest, that's a good thing to use AI to do. And AI can help you to do those things. You know,

another thing is to do research. And so maybe, you know, doing a regular search search engine doesn't necessarily put it into a format that you can use on the podcast. That's a very good place for you to use AI and to make it part of the way that you do podcasts and then to make it an element that works to make you more efficient.

And naturally, you always wanna look for ways in your process, ways you can make your job easier as a podcaster. So anytime you're doing podcasting of any kind and think about all the things you do to produce your podcast, think about all the ways that you promote your podcast. When you think of all those things, you're probably gonna have a number of tasks and likely other than content creation,

they're going to be a good 75 to 80% of everything you do that could be outsourced, that could be automated or put into a format so the AI can do it for you. So you don't wanna think of content creation as an alternative, but you wanna think about every other way the AI could be used in order to help you to do your podcast.

Okay? Any other questions? Any other questions?

