How to Sell on YouTube Without Killing Your Channel
If you have a product or service to sell through YouTube, you’re likely making a huge mistake that’s actually really counterproductive. Let’s say you’re trying to generate a lot of leads and sales, it follows, you’ll need a lot of views coming into your videos but the way you’re selling may be making it difficult for the YouTube algorithm to actually promote your videos to the viewers who want your product or service.
Well, let’s fix that. In order to make that sustainable long term, you need to make money on YouTube. Thankfully, it’s a lot easier to sell and make money on YouTube than a lot of people think, you just need to know how to do it correctly. Over the time, I have learned a lot about what does works in selling on YouTube and what doesn’t. But before we get into fixing the selling part, there are two main content strategy problems that we have to fix first.
1. You have way too many goals for your video.
For too many creators, they want every video to get a lot of views and subscribers. Get a lot of comments, get a lot of leads and generate a lot of sales, rank number one in search and get featured on blogs.
Do all of these things and you can’t effectively accomplish a lot of different goals, but with one piece of content, you can absolutely, more effectively, accomplish one specific goal for each specific video. Everywhere else in the marketing world do we do this, but for some reason on YouTube, people forget.
Take your website as an example, the home page has a specific goal which is different than the contact page that has a different goal. The about page has a specific goal which is different than the sales page, and so is the email sign-up page. Each of these pages is crafted with a very specific goal and is designed accordingly.
Think about it as an email marketing campaign, the first few emails are delivered just to grow the awareness and trust factors. They’re giving you really good value, which then leads to teasing a problem that eventually, an email maybe five or six down the road, is really selling you on a solution to that problem we have been leading up to. Each email on that sequence has a specific goal that’s leading to this point, which is the sale.
2. Too many creators and marketers go in the opposite direction and think the goal of every single video is to sell something.
The problem with that is in order to sell something, you have to get them away from the YouTube video to go to your platform to sign up, buy, purchase, register, whatever the case might be. And every time you successfully do that, you are ending that viewer’s session on YouTube.
YouTube’s goal is actually to get people to stay on YouTube as long as possible. Consuming as many videos as possible and seeing as many advertisements as possible. If your video is effectively ending that viewing session and sending people away from YouTube in every video you publish, that’s actually a very negative thing on YouTube and that makes it hard for your videos to gain the momentum you want them to gain.
I have three specific goals that all videos are designed to fall into. Every single video must fall into one of these three categories.
The goal here is to go out and get a new audience who’s never heard of you before. The only reason they clicked to watch the video is because of the title and the thumbnail. Set them up to have an expectation of a certain value they want to consume, a solution to a problem they have or maybe a certain training.
These videos need to be more highly polished, a little bit better edited, and have really high-value content. Purposely integrate things like your story and some of the things you believe. Some of the branding elements that you have learned make it easier for people to connect with you and your brand, and it’s getting all in there.
The main call to action at the end of those discoverable videos is to not go away from YouTube and buy your product, because that could make a video not discoverable, instead, the main call to action is to actually click and watch more of your videos.
You want the viewer to spend more time watching more of your videos. And if you can get them to watch more videos, your videos will likely follow them around YouTube for the next week and that is more important than getting a subscription.
2. Community videos.
The goal of these videos is to grow the awareness and trust factor. These videos are for people who are already in your existing audience. They are serving the people better than the discoverable videos which brought in.
Sometimes, it’s stuff that you do for them that they maybe wouldn’t have even thought to look or search for but it just makes you glad they subscribed. These things deepen your relationship with the viewer and this makes a really good community video.
The goal here is not to get a lot of views and subscribers necessarily. It is for the video to reach your subscribers and probably, in about another week or so, that video passed through people’s subscription feed. That means, it is no longer getting any views and that is perfectly okay because that video has accomplished its goal.
For me, the production value of these community videos tends to be a little bit more relaxed, more authentic, more personable, just trying to make it feel like we’re having a good connection. The main call to action on those videos is actually to engage in some way, whether it be to comment or to interact or something like that.
3. Sales videos.
These videos are designed to actually capitalize on who the discoverable videos brought in. What the community videos did, is to grow the awareness and trust factors, and now I’m capitalizing on that with the sale.
This is where you must deliver solid training and value. For me, the production value of these videos’ ranges from really high to a quick little vlog that you can just do on your phone.
The main call to action here is to click a link in the description or an interactive card or an end screen or a simple URL on the lower third of the video, then get off of YouTube to go to your website or wherever you want the person to go.
Ultimately, what your doing is just taking a normal sales funnel approach, like what people do with email and other marketing avenues, and we’re just applying it to YouTube videos. These discoverable videos are like lead magnets.
A common question is, how frequently can you publish a sales video? Do this too often and you’ll really turn off your audience and you’ll lose a lot of people. And the answer to that question is, it depends.
Every audience has a different tolerance for sales content, and you’re going to succumb to experiment and see where your audience is at. If you’ve never done one before, I can guarantee you that it’s going to be a shock to them at first and their tolerance will be low. The key is to do the sales video in a way that still offers tremendous value to your audience.
Yes, people do unsubscribe every time you publish a video, but it’s usually not a large number. The goal here isn’t actually to grow the largest YouTube channel. It is to deliver the best value you can, and sometimes that value comes in the form of a product that’s offering value in a way that you can’t offer through the YouTube channel. If you have any comments or questions, drop a message below and we’ll respond.