Tim Francis interviewed me at InfusionCon in Arizona this year. He wanted to ask about YouTube marketing specifically — how I drive traffic from YouTube to my website.
He raised what I think was a great point: a lot of the guys who talk about YouTube marketing are in the business of selling advice on marketing! He wanted my insight as someone who’s selling non-business, non-marketing information, and selling a physical product as well (over at my custom clothier website A Tailored Suit).
Here’s the short version of what YouTube did for my business, as I explain in the audio: It’s given me a broader audience, and it’s given that audience more trust in my expertise and my authority, both as a provider of style advice and of actual clothes.
For a small percentage of my viewers, that translates into the sale of a physical project. It’s a very small percentage. Only a few people who follow my YouTube channel actually come and buy clothes from me. But when you’re talking about $5000+ wardrobe purchases — several custom suits and shirts at a time — that’s significant. That’s all you need.
More broadly, it brings people in to the Real Men Real Style blog and to the ebooks and courses I sell.
In terms of cost, I put out about 200 videos in 200 days, for around $2000. I already had hundreds of articles on men’s style, so it was easy to generate the videos quickly. The first ones sucked, frankly, but I didn’t mind — it was more important to get the product out there, rather than spending a lot of time and money in advance on a product I wasn’t certain would make money.
At this point the YouTube channel is at around three and a half million views, with about 50,000 subscribers. At the start of every video I’m telling people to subscribe, like, and comment — some people complain about it, but lots more people do it! There are a few star videos — one on rolling your sleeves up generated almost 300,000 views — but the average ones are getting ten or fifteen thousand views in their first month.
Here’s some quotes that highlight our talk:
- “People love information. More people were coming to my custom clothing site for the information than for the suits.”
- “As a custom clothier, I have the clothes I’m talking about. I can get up in front of a video and show people how to walk the walk.”
- “I’m all about efficiency. Instead of taking thirty minutes to answer a question in an e-mail, I can point people straight to the video that answers their question.”
- “Anyone could put together ten to twenty videos by just answering the top, burning questions in their field. Most guys can push that up to more like fifty to a hundred.”
- “If you get a good, solid answer out there on video, you own the answer to that question forever. It’s out there and people are going to keep coming to it.”
- “If video is the only thing you’re doing, you’re going to stunt your growth. I try to wrap every video with an article, and sometimes a podcast as well. It could be an average article, but it’s going to beat the better article that has just text, because people like to consume information in different ways.”
- “Find your voice. Just because I’m doing video doesn’t mean it’s good for everyone. Maybe you’ll do best on Twitter, or Facebook, or Pinterest. You have to find what works for you and then do it like crazy.”