social media marketing

[342] How to build your audience on YouTube with Jessica Dante

YouTube is the second largest search engine after Google. So if you want to get in front of a large audience, having a Youtube channel can be a smart move.

But if you’re not familiar with the platform, the practicalities of setting up a channel, deciding what kind of content you should be creating and getting people to actually watch it can feel daunting.

In this podcast episode, I talk to Love and London founder and successful YouTuber Jessica Dante. She shares her tips on getting started with a YouTube channel, finding your niche (and why you need one), growing your YouTube audience and how to overcome your fear of publishing less than perfect video.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}.

What kind of content should you publish on YouTube

When Jess started her YouTube channel in 2015 she knew she wanted it to be based around travel but was reluctant to niche down too soon. Initially, she focused on general travel tips and guides to interesting European cities, but quickly learned her focus was too broad. As Jess says: “If you try and talk to everyone you’re talking to no one.”

After a few months of consistently uploading videos each week, Jess noticed that the videos which focused specifically on London were outperforming others and that YouTube had started to recommend them to viewers.  She decided to niche her content down, focusing solely on London - and that’s when her channel really started to take off.

If you’re new to YouTube, it’s unlikely you’ll hit the spot with your content straight away, says Jess. Most new YouTubers have to experiment with different topics until they find their style and niche.

Even if you’re just working out your niche, the one thing you can get right straight away, is the type of content you create - content that solves viewers’ problems. For Jess, this was about helping people find interesting things to do in London (and find their way around). For you, it must also be about solving your ideal clients’ problems.

Once your channel is more established, you can start to create content that is specifically about your products/services, but initially your focus should be on helping your audience, says Jess. This will help you develop authority and credibility - vital for building your Youtube audience.

How long should your YouTube videos be?

Although there are no hard and fast rules, if you’re new to Youtube, Jess recommends keeping your videos at around three to five minutes, although longer videos work well for certain types of video such as tutorials.

How often?

When you’re starting out on YouTube, Jess recommends posting a new video each week. This will help you develop a consistent publishing schedule and boost the YouTube algorithm in your favour.

How to set up your channel correctly

Jess believes the most important thing when you’re getting started on YouTube is to focus on your video titles and thumbnail images – the small preview image of your video - as this is how people decide whether or not to watch your video.

Although YouTube automatically generates a thumbnail image for you, Jess suggests creating and uploading a custom thumbnail using a design tool like Canva.

“Use a picture you’ve taken especially for the thumbnail, for example if the video is you talking to the camera then get a picture of yourself doing that and then on Canva add two to three words to the side that will complement what the title is, not a duplicate of the title,” she says.

The video description is also important.  Jess recommends including the keyword for the video in the first 25 characters and give plenty of detail (one or two paragraphs is ideal) which should sell the video and tell people why they should watch it to the end. This should be followed with some general information about you and your business and add some links to your website or to resources you mention in the video.

How important is video quality on YouTube?

When you’re just starting out, don’t worry too much about equipment or quality (although good audio is important), says Jess. She points out that one of her most popular videos - made in the early days of her Youtube channel - is poor quality. Focus instead on adding value for viewers.

Janet agrees. She often searches for piano tutorials on YouTube and finds the quality of the video isn’t important to her: “It’s more about what’s accessible and which has the most value. It shouldn’t be style over substance”

For video editing, Jess recommends  iMovie for Mac users or Windows Movie Maker for Microsoft. For the first two years Jess did all her own editing and suggests keeping it simple, “People are interested in the information not the fancy transitions,” she says.

How to keep people watching your videos to the end (and why it’s important)

If you want people to keep watching, it’s important to keep the introduction in your videos short. Jess recommends aiming for five seconds, but definitely less than 15. She usually prepares three sentences for her introduction: one to introduce the topic of the video, one to introduce her and one to tell viewers about the lead magnet she’ll be giving away at the end.

Offering something of value at the end of each video can be a good way to encourage people to watch to the end of your video.  For example, Jess offers a lead magnet – a resource or information product you create with the purpose of encouraging your ideal customers/clients to sign up to your email list - at the end of many of her videos. She tells people about the lead magnet at the beginning of her video to encourage viewers to watch to the end.

Jess has also started adding outtakes/bloopers in at the end too to give viewers an extra reason to watch to the very end.

Which numbers to track on YouTube

When you’re new to YouTube, it’s easy to get obsessed with viewer numbers. While this important (the more people view your videos, the more people YouTube will show your videos to). But other key metrics are equally - if not more - important.

YouTube’s ‘watch time’ is a measure of how many minutes people spend watching your channel and give a good indication of how engaged viewers are when watching your videos. YouTube also tracks your retention rate – the percentage of your video that viewers watched.

Jess explains: “The higher retention the better, but when you’re starting aim for at least 50% and then work up to at least 60% and 70%. Nobody ever gets 100%, it’s just not possible.”

How to keep viewers on your YouTube channel (and why you need to)

YouTube is not just tracking how long people watch your videos for, it’s also looking at how long people spend on your channel. And the more time people spend on your channel, the more people will be shown your content.

That’s why it can be a good idea to use YouTube cards – interactive ‘panels’ that slide in and out when a video is playing – are a great way to encourage viewers to watch more videos on your channel, and therefore increase your watch time. Creating playlists of videos on similar topics and using cards to direct people to related content can be a great way to do this. In fact, planning your content in clusters i.e. creating five or six videos on a similar topic is a strategic way to build playlists as you go.

When using cards, Jess recommends you mention when they appear and point to the corner of the frame where the card shows. She also uses cards to send people to landing pages (dedicated web pages with a single call to action) for her lead magnets, as she believes they help create a better experience for viewers too.

How to use keywords to help your videos get found in search

If you want your videos to get found on YouTube, you need to use the words/phrases your ideal viewers are searching for.

Ideally you want to use terms that people are searching for, but not one that is so popular that your post will get lost in the noise of the competition.

Narrowing things down can help with this. For example, the phrase ‘how to write a press release’ is a very popular search term. Using a less popular, but more specific phrase like ‘How to write a press release for your small business’ or ‘How to write a press release for a charity’ (generally referred to as ‘longtail’ keywords)  is likely to be more effective when it comes to Google rankings.

If you’re not sure how to make your topic more specific, using YouTube's autocomplete function can help, says Jess.  For example, if she is thinking about creating a video on how to use an Oyster card in London, using the autocomplete function  might show that some people are searching for, ‘How to use an Oyster Card in London with kids’. This is a much more niche term, which means it’s likely to perform better in search.

How important are comments on your YouTube videos?

Comments are a signal to YouTube that people are enjoying your videos and that people are engaging with you and your content.

“When you’re just starting out, check your comments on videos every single day. Get into a conversation with these people as they are your early adopters. Treat them like VIPs and ask what other content they want to see from you,” says Jess.

How long does it take to grow an audience for your YouTube channel?

Building an audience on YouTube is a long term game and Jess advises new users not to expect anything major in the first year. After your first six months, you can do a thorough evaluation and make tweaks where necessary.

Janet uses Beth Campagna from Mama Life London who started her channel in 2018 as an example. Some videos only have 200 views but Janet has bought Beth’s products because she liked what she was doing on YouTube. “It’s a mistake to think you can’t make sales or get clients if you’re not getting massive views. You can make an impact with a smaller audience,” she says.

How building an email list helps to grow your YouTube audience

Jess thinks it’s important to consider how you’re going to send people to your YouTube content.

It’s also important to promote your YouTube content on social media but bear in mind that it’s not always as effective to ask people to move from one channel to another. For example, people are often reluctant to move from Instagram to YouTube but, if you can get people off their current platform to YouTube, YouTube will promote your content and recommend it to viewers watching content on similar topics.

Jess also uses email to promote her YouTube videos and stresses the importance of doing this within the first 24 hours of publishing a new video.  Not only will your videos get more views as your email subscribers start watching, but YouTube will register that people are watching your videos and start recommending them to more people,” she says.

The YouTube algorithm looks at how well videos perform in the first 24 hours. It takes into account the first seven days too, but the first 24 hours are crucial.

Jess’s biggest piece of advice for building an audience on YouTube is to focus on building an email list. When she started her YouTube channel she wasn’t building a list and on her first 25 videos there was no offer of a lead magnet.

The first video she promoted a lead magnet in performed really well and she found she’d got 35 subscribers overnight. She suggests having at least one lead magnet from the very start to help you build your email list.

Janet is also a strong advocate of building an email list. Although it takes time, she tells her clients to celebrate every single person who joins the list. It takes time and a lot of experimentation to learn the best strategies for getting people onto your email list - and keeping them there - which is why it’s important to remember that it’s a long term game.

Jess agrees it takes time, and believes there’s too much focus on big numbers: “You might only need 100 people on your email list or one person to see your video to generate money.”

Podcast show notes:

  • Jess’ business story (10:02)
  • How testing different content can help you work out what your niche is (and why you should stick to it) (13:30)
  • How to get started with growing your YouTube audience (19:55)
  • How to use keywords to make your videos rank higher (22:05)
  • The different types of content you can create on Youtube (27:02)
  • How to get your first videos on Youtube seen and searched for (31:05)
  • How to write an effective description (34:40)
  • What is ‘watch time’ and how you can improve this data (35:40)
  • Why your videos don’t have to be professionally recorded to succeed (43:10)
  • How to use ‘cards’ on Youtube and how it will help your videos rank higher (45:40)
  • How Jess has grown her Youtube channel (50:38)
  • How long it takes to grow your Youtube channel (53:30)
  • Why you need to trial and test different lead magnets (55:30)
  • How regularly you should be posting content on your Youtube channel (1:04:50)
  • How to edit your videos if you’re a beginner (1:05:06)

Resources

Jess’ Website: Love and London

Love and London on Youtube

Love and London on LinkedIn, Instagram and Twitter

Canva

PicMonkey

Leadpages (Affiliate Link)

Andrew and Pete

iMovie

Windows Movie Maker

Episode 241: How to build your email list via a Youtube channel

Purchase the ‘How to create coaching packages’ masterclass here

Join the waitlist for the Build Your Audience Programme here

Janet Murray’s Audience Calculator

Join the priority wait list for Build Your Audience Live Event here

Apply for a place on the LinkedIn Content Strategy Masterclass here

Get your hands on the ‘How to write awesome sales copy’ course now

Register your interest in the Build Your Audience programme

Order the 2019 Sorted Content Planning Toolkit here

Order the 2019 Media Diary

Order the 2019 Media Diary and Media Diary Owners’ Club

Order the 2019 Wall Year Planner

Janet Murray’s Love Marketing Membership

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

Connect with me on Twitter, Instagram, Facebook and LinkedIn

Editorial Calendar: Yes, You DO Need One! (And The 2020 Media Diary Will Make Content Planning Easy)

If your content planning consists of scribbling blog post titles on post-it notes or you spend way more time than you should on social media searching for content ideas, it’s time for some tough love:

If you’ve thrown yourself into content marketing in the hope of building your brand and generating more sales and it’s just not working:

I’ve created an amazing desk planner - the 2020 Social Media Diary & Planner - that will take all the pain out of content planning. It’s an A4 desk diary designed specifically to help you create 52 weeks of content and save you a ton of time. With planners, templates and hundreds of awareness dates, you’ll never be stuck for content ideas again.

If you can devote just a few hours to planning out your 2020 content, I promise this will be the year that all your content marketing efforts will finally start working for you.

Let’s look at exactly why creating a content calendar is vital for your business.


1. You'll be more strategic with your content planning 

I see so many business owners approach their content with bags of enthusiasm but very little strategy. And while enthusiasm is great, you’re not creating content because you love writing/vlogging/connecting on social media – you’re creating content because you want to drive your business forward.

And to do that, you need to focus on your content marketing goals. Are you trying to establish authority on a certain subject within your industry? Perhaps you have an underperforming product and you really need to boost sales. Or maybe you’ve got a new product/service and need content for your launch.

If you’re clear on your objectives you can ensure that the content you’re creating is engineered to accomplish these goals.

The 2020 Social Media Diary & Planner contains a template that allows you to create a yearly overview of your content. If you’re in the Media Diary Owners’ Club – perfect if you need additional support and accountability - you’ll also get this as a printable. When your content is mapped out like this it’s so much easier to spot any gaps.

For example, if you’re a coach or consultant and one of your 2020 goals is to launch a new coaching package, the yearly overview page will help you identify what kind of content you should be publishing and when.



2. You'll find it easier to spot content opportunities 

How many times have you spotted a flurry of activity on social media around an awareness day that relates to your business... and kicked yourself for missing out on a great marketing opportunity?

Planning your content out well in advance allows you to take advantage of important dates and awareness days that relate to your business.

For example, if you have a pet business, you might want to create some timely content around Crufts dog show in March. If you design clothes or accessories, you could create some content around London Fashion Week in January. And if you run a food business, you might plan some content around National Doughnut day in June.

Even more than that, key dates, events and awareness days can actually provide the ideal timing to launch new products or services. Let’s say you're launching a new range of tennis wear, for example. The ideal time to do that would be during Wimbledon, right? It sounds obvious when you put it like that, but when you’re busy running your business, it’s easy to miss opportunities.

The 2020 Social Media Diary & Planner  contains hundreds of these key dates and awareness days so you can plan for everything well in advance.

This is especially important if one of your aims for 2020 is to gain interest from the press. Most consumer magazines work 3-6 months in advance. So if Children’s Book Day in April is the perfect opportunity for you to promote your bid to be the next J.K.Rowling, you need to pitch your idea no later than January.

3. You'll be more creative 

If only tapping into our inner creativity was as easy as flicking a switch. Unfortunately, for most of us it takes a while to get into the creative zone – that sweet spot when ideas just flow to us with ease.

The great thing about creating an editorial calendar is that rather than working in fits and starts, you can dedicate a block of time which will help you get in the ‘zone’. Use the 2020 Social Media Diary & Planner  key dates and awareness days as a jumping off point to spark content ideas and you’ll soon find that content inspiration just keeps coming.

4. You'll be more consistent with your content creation 

How many times have you found yourself in the midst of a busy period and decided your content can wait? You’ll get round to it once you’ve cleared this latest round of client projects…

Only by the time you’ve finished those, you have a whole new set of distractions getting in the way of your content creation. Before you know it it’s been three weeks since your last post or your last social media update and your audience has drifted off to follow someone more reliable.

Often the most time-consuming aspect of getting your content out there is coming up with the initial idea. Yet again, it’s your editorial calendar to the rescue.

The 2020 Social Media Diary & Planner  has pages for quarterly and weekly plans so when you’re in the middle of a busy spell, you know that you’ve already done the hardest part. You just have to look to your planner and you have your topics there ready for you to create or to outsource.

There are even sections to help you repurpose each piece of content for Facebook, Twitter and Instagram to save you even more time. When everything is laid out clearly in advance, getting your content out there consistently becomes so much easier.

When you approach your content in this way, with a clear strategy, you’ll not only find that creating it becomes much easier, you’ll find that the quality improves too, allowing you to provide your audience with even more value.

And that’s exactly what you need to do to build your brand and  increase your sales.

5. You'll make more money 

Publishing regular content on your area of expertise will help you build authority. This will help you build trust with prospective customers and clients - which means they’ll be far more likely to buy from you.

And, by the way, this applies whether you run a product or service-based business. If you sell products, creating content that shows how using your product (or others like it) can help your customer is a great way to build authority - and make sales. And it’s exactly what I’m doing with this blog post.

If you need more inspiration, check out this Youtube video from Mama Life London founder Beth Campagna on what to wear with a sequin skirt. I’d never have bought this t-shirt on its own - because I wouldn’t have known how to wear it. Seeing Beth demo how to wear it with a sequin skirt not only gave me the confidence I could carry it off, it reassured me I had something to wear with it.

Need inspiration for you content planning and creation? Get a copy of your 2020 Social Media Diary & Planner and for more support and accountability check out the Media Diary Owners’ Club.

Find out more about the difference between the Media Diary and the Media Diary Owners’ Club.

[325] Three social media posts that will help you generate sales today

Do you feel like you spend all your time on social media but never actually make any sales? In this podcast episode I share three different content ideas that are guaranteed to help you start making money today.

Here’s what you’ll learn in this episode:

  • Why you need to actively tell people your products are for sale (4:05)
  • Examples of ‘review’ content (5:26)
  • How to use review content to promote a product or service (9:35)
  • Examples of ‘gratitude’ content (12:16)
  • How to use gratitude content to promote a product or service (17:35)
  • How to create behind-the-scenes content(21:06)
  • The four key stages to consider when creating these types of content posts (27:42)

Resources

Screenflow

Episode 294: How to quadruple your income in the seven days with Jennifer Hamley

Order the 2019 Sorted Content Planning Toolkit here

Order the 2019 Media Diary

Order the 2019 Media Diary and Media Diary Owners’ Club

Order the 2019 Wall Year Planner

Janet Murray’s Love Marketing Membership

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Janet Murray’s Love Marketing Facebook Community

Connect with me on Twitter, Instagram and Facebook

 

[323] Creative Instagram marketing strategies with Bronte Huskinson

Bronte Huskinson, an author, self-taught photographer and content creator has over 54k followers on her Instagram account which has now become her main source of income.

Find out how you can grow your audience on Instagram whether you’re a service or product based business, plus get tips on how to use influencers to market your business.

Here’s what you’ll learn in this episode:

  • Bronte’s business story (2:25)
  • How to make money through content creation on Instagram(5:14)
  • How to grow your audience on Instagram (7:42)
  • How to grow your audience on Instagram (even if you’re not good at photography) (11:31)
  • Why using Instagram stories is vital in growing your Instagram and building that connection with your audience (13:40)
  • How negative press coverage helped Bronte grow her account (18:20)
  • How to use hashtags (23:32)
  • How comment pods can help your engagement (plus help you make new business friends!) (26:05)
  • How to promote a product based business on Instagram (32:35)
  • How to promote a service based business on Instagram (34:52)

Resources

Bronte’s Website: A Bookish Bronte

Bronte on Instagram and Twitter

Bronte’s Book: Never Mind the Thigh Gap

Mrs Hinch's Instagram Account

Lauren Aston Designs Instagram Account

Paul Flart’s Instagram Account

The Gay Beards Instagram Account

Order the 2019 Sorted Content Planning Toolkit here

Order the 2019 Media Diary

Order the 2019 Media Diary and Media Diary Owners’ Club

Order the 2019 Wall Year Planner

Janet Murray’s Love Marketing Membership

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Janet Murray’s Love Marketing Facebook Community

Connect with me on Twitter, Instagram and Facebook

[259] How to build a loyal following on Twitter with Madalyn Sklar

Do you feel lost on Twitter and unsure how to utilise it effectively for your business?

Listen to this episode for practical tips and strategies on starting conversations, using Twitter lists, getting involved with Twitter chats and how to grow your community online with Twitter marketing expert Madalyn Sklar.

Here’s what you’ll learn in this episode:

  • Madalyn’s business story (3:06)
  • An introduction to Twitter chats (8:24)
  • How to use Twitter effectively for your business (9:52)
  • Why you need to be consistent on Twitter and show up frequently (10:40)
  • How to encourage conversations and engagement on Twitter (15:25)
  • Does hosting a Twitter chat annoy your regular followers? (19:01)
  • How to respond to notifications and tag others in your tweets (21:38)
  • Why you should reply to comments with a video (25:40)
  • How to use Twitter lists to be more organised (29:03)
  • How to use Twitter chats to promote your business and build a community (35:30)
  • Why you shouldn’t just use Twitter for broadcasting (41:20)
  • Use the hashtag #jmpodcast to discuss this episode with Janet and Madalyn!

Resources

Madalyn Sklar’s Website

Madalyn Sklar on Twitter and LinkedIn

Episode 151: How to use Twitter chats to promote your business with Sian Conway

#TwitterSmarter Chat with Madalyn Sklar

#SocialROI Chat with Madalyn Sklar

#ContentHour with Janet Murray

Madalyn Sklar’s Free Course: The secret sauce to boosting your online presence

Media Influence Live

Soulful PR Studio

Soulful PR Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Soulful PR Facebook Community: tips & advice for promoting your business

Connect with me on Twitter, Instagram and Facebook

[248] How to use social media to promote live events

Are you running a live event or workshop and wondering how to promote it more effectively?

In this episode, I share my top tips including how you can create valuable content that will help to promote your live event across all social media platforms - without ever appearing too ‘salesy’.

Here’s what you’ll learn this episode:

  • Why email marketing is vital to selling tickets for live events (0:47)
  • Why you need to start promoting at least 90 days before your event (1:48)
  • Different content you can publish to help promote your event (3:15)
  • How to create a buzz around your tickets being released on sale (6:05)
  • How to create a waiting list for your live event (8:34)
  • Why starting a conversation about your event is more effective than selling (9:56)
  • The role of scarcity in event ticket sales (12:40)
  • Why you shouldn’t rely on your speakers to promote your event (14:34)
  • How running a live webinar/Facebook video can help launch your event (17:30)
  • How to create content that addresses people's objections (18:18)
  • Why you need to create content that adds value rather than just being all about you and your event (21:58)
  • How you can help your delegates market your event for you (23:50)

Resources

Media Influence Live

Episode 244: Why I changed the name of my sellout live event

Fiverr

Blog Post: Call for Speakers 2018

Blog post: Review of Soulful PR Live 2017

Blog post: How I chose the speakers for Media Influence Live 2018

Blog post: Five reasons to blog about attending a live event

Blog post: Eleven reasons to attend Media Influence Live

Blog post: Eight common concerns about attending a live event

Episode 154: How to fund events and training as a small business owner

Blog post: What it’s really like to attend a Soulful PR event

Soulful PR Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Soulful PR Facebook Community: tips & advice for promoting your business

Connect with me on Twitter, Instagram and Facebook