YouTube for Business: How to Generate Leads Pt 2

In part two of our three-part series, Evan Carmichael sheds light on the immense potential of YouTube, not just for ad revenue but as a source of unparalleled opportunities across multiple domains.
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• Learn why patience, commitment, and a zest for the journey are crucial, especially in a world that often seeks instant gratification.
• Discover the profound impact of genuine passion in content creation and how it can shape a brand's trajectory.
• Understand the significance of self-awareness in content creation and why aligning with one's strengths can be a game-changer.

With a resume boasting feats like building a biotech software company at 19, running a YouTube channel with over 3 million subscribers, and being dubbed the "modern-day Napoleon Hill", Evan's mission is to embolden people to #Believe in themselves.

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Key Takeaways

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• Leveraging Individual Strengths in Content Production - Recognizing one's strengths is crucial. For example, some individuals excel at speaking directly to a camera, while others might be more comfortable in a different format. Find a format that is genuinely enjoyable for the creator, ensuring sustainability and authenticity in the brand-building journey.

• Overcoming Challenges in the Content Creation Journey - One of the biggest hurdles creators face is the lack of immediate results, making the commitment seem daunting, especially for successful business leaders aware of their time's value.

• The Power of Brand Building through Thought Leadership on YouTube - Merely earning ad revenue from videos is scratching the surface; true brand building leads to opportunities such as hosting events, speaking engagements, partnerships, and board positions.

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Future Proofing: Stay ahead of the curve by understanding the evolving digital landscape and the ever-growing importance of platforms like YouTube.

Practical Takeaways: Walk away with practical tips and strategies that can be immediately implemented to kickstart or enhance a YouTube brand-building journey.

Beyond Basics: Go deeper than the typical "influencer tactics" to uncover strategies that can truly elevate a brand's presence on YouTube.
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Follow Evan Carmichael on Social

Website: https://believe.evancarmichael.com/homepage

Instagram: @evancarmichael

YouTube: https://www.youtube.com/@EvanCarmichael

LinkedIn: https://www.linkedin.com/in/evancarmichael/?originalSubdomain=ca

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More About Today's Guest, Evan Carmichael

Speaker / Author / Introvert, Forbes 40 Social Marketers and Inc 100 Leadership Speakers
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Evan Carmichael #Believes in entrepreneurs. Gary Vaynerchuck called him the DJ who inspires people and Ed Mylett called him the modern day Napoleon Hill. At 19, he built then sold a biotech software company. At 22, he was a venture capitalist raising $500k to $15M. He now runs a YouTube channel for entrepreneurs with over 3 million subscribers and 500 million views, wrote 4 books, and speaks globally. He wants to solve the world's biggest problem, people don't #Believe in themselves enough. Forbes named him one of the world's top 40 social marketing talents and Inc. named him one of the 100 great leadership speakers and 25 social media keynote speakers you need to know. He's set 2 world records, uses a trampoline & stand-up desk, owns Canada's largest salsa dance studio where he met his wife and has a giant Doritos bag in front of him all day long to remind him that he's stronger than the Doritos. Toronto is his home. He's a husband, father, League of Legends Fan and Teemo main.

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A Transcription of The Talk

‍Mark Drager: So because I'm in person with Evan Carmichael, we're going to just keep on digging deeper into this. But if you haven't checked out the first episode of the conversation we had about how you can use YouTube to actually close deals in as little as 30 days, you need to. And it's real, it's not BS. You have to listen to that episode. In it, he talked about the three different levels of content on YouTube: thought leadership content, bizdev content, and conversion content. We're going to delve into the thought leadership stuff now. This is the type of content that you are probably best known for—helping with Thought Leadership. You assist thought leaders in transitioning from businesspeople to individuals with influence, followings, and the capability to speak and sell from a stage. This is your specialty, and you're recognized as an expert in this field. This has also helped us understand how we should approach YouTube from a thought leadership perspective.

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Evan Carmichael: This is what most people think about when it comes to YouTube. They envision becoming a talking head, having their main points, and then speaking to the camera. They believe they'll start sharing their story, their purpose, their viewpoint, and so on. And truly, it's the optimal way to establish a long-term brand. People go to YouTube primarily to learn. When they see you, recognize your face and get accustomed to your voice and message, they grow to trust you. If they're consistently watching your content every week, you become the first person they think of when they need services or products similar to what you offer. It opens up unimaginable opportunities. If you become the face of an industry, you get called upon to host events, speak, make brand deals, sit on boards of directors, and launch new products. There's so much more to it than just earning ad revenue from your videos. However, there's a significant journey ahead, and most people give up midway, as building a brand is challenging. For starters, people might not recognize you online even if you're well-known in your industry. There's a humility aspect of starting from the ground up online and understanding that you're not a big deal yet. Secondly, many people aren't naturally adept at speaking on camera or adopting a style suited for YouTube. I've met individuals who are absolute experts in their industry but falter when placed in front of a camera. It's a skill, and the willingness to hone that skill varies from person to person.

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Evan Carmichael: Some individuals are accustomed to speaking, but they might not know how to adapt their speaking style for a YouTube video. Yet again, it's about willingness to change and adapt, which not everyone possesses. Building a brand takes time, and to start off, it's pivotal to figure out the kind of content you'd genuinely love to produce. Many stumble at this initial phase because they opt for content they believe they should be doing, rather than what they genuinely enjoy. They end up memorizing scripts or relying heavily on teleprompters, making the entire process cumbersome. So when I work with big names in the industry, the first question I pose is: "What are we trying to sell?". If the answer is branding and thought leadership, then the next question is about the kind of content they would find fun and engaging to produce. If the process isn't enjoyable, they're more likely to quit.

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Evan Carmichael: Most people face the challenge of not seeing immediate results. It's particularly challenging for those who are already successful in their businesses and recognize the high opportunity cost associated with their time. Committing years to build a brand can be daunting, especially if the process isn't enjoyable. This is why, when you look at your calendar and dread your upcoming YouTube video production, that's a warning sign. So the real challenge lies in determining the type of content that would be enjoyable, beneficial for business growth, and something to look forward to. There's a myriad of thought leadership content types available. You aren't limited to direct camera talks or scripted videos. You could run an interview series, mentorship sessions, reaction videos, or even commentaries on current news if you have strong opinions. The key lies in figuring out what resonates most with you.

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Evan Carmichael: For instance, some people are naturally gifted speakers and can effortlessly talk in front of a camera. If that's their strength, they should leverage it. However, a CEO who's not naturally inclined to speak, especially when it's just them and a camera, might need a different approach. The question then becomes, what kind of show can we create that would be genuinely fun for them?

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Mark Drager: Now, on that, I've run into many different business owners who say, "I need to find someone who can be the face of my company." They love the idea of launching mentorship, training, education, or being a thought leader. They just don't want to be the one to do it. Is there a situation where you see that ever working? Or does this really come down to the fact that this has to come from leadership?

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Evan Carmichael: I think it depends on the size of the company. For many entrepreneurial companies, the advantage is the entrepreneur. Why would someone work with a small company instead of a bigger one? It's because they connect to the story of the small company. Why hire your agency instead of a giant one? Because of you, Mark Drager, and your story, your expertise, what you've been through. If you say, "I don't want to be the face, I'll let Susan from my team be the face," then who is Susan? Why would I go with you if Susan is the face? If I wanted corporate, I'd go with a big corporation. The ability to tell the story is vital. And often, the team can't tell the story as well as the entrepreneur. You don't have to be the most charismatic or over-the-top. You just need to deeply connect and care about the mission and purpose of your business. This can be hard to find in someone who isn't the founder or an entrepreneur within the company.

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Evan Carmichael: Making this easier for those just starting and feeling uncomfortable, there are strategies. You could hire a host to interview you, pulling out the best bits of your responses. If you'd rather converse with someone, have them interview you. They don't even need to be on camera. They can just feed you questions. When I started filming for my channel, my first camera guy often had negative views. I would ask him for his reaction after making a video. His response would make my video better. But he never appeared in my videos. There are various formats for this, and you don't need to be like Tony Robbins. Most professionals in various industries are pretty standard. People buy from you because of your story, humanity, and expertise, not just the video quality.

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Mark Drager: I have a friend in Florida, Alan Nicoletti, a probate lawyer. He started a show a few years ago. Probate is usually considered boring, but this forced him to be more outgoing. He never really discusses probate because no one is interested. But now he's in the fourth season of his show, has built a large network, is comfortable on camera, and has transformed himself and his business. It amazes me how much creating content can shift one's perspective and life. Making yourself a thought leader and putting yourself in the spotlight can bring about numerous benefits. Have you observed the indirect benefits with the people you've worked with? How it improves their communication, leadership, and other skills?

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Evan Carmichael: Absolutely. Anytime you undergo a challenge, you emerge as a stronger, changed person. Public speaking is daunting for many, and recording it for the world to see even more so. Most of these fears are mental. You might be concerned about either too many or too few people watching your content. But challenging yourself, whether by starting a YouTube channel or any other task, leads to growth. You change when you tackle difficult things. The primary reason to start a YouTube channel or any content creation should be to boost sales and impact. As your brand grows, countless unforeseen opportunities arise. Alex Mehr's realization that the Kardashians, despite not being traditional business moguls, surpassed him in net worth because they had brands was a turning point. The shift towards branding from direct marketing is evident, with industry leaders recognizing the power of personal brand.

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Evan Carmichael: But it's not just about costs or market pricing. You can still succeed with direct marketing if you have a compelling offer. There are vast opportunities on platforms like YouTube, where big companies with massive budgets are still focusing on TV. Branding, in the long run, is superior. If you're a startup, your immediate focus should be sales, not branding. But in a broader perspective, say 3, 5, or 10 years, branding becomes pivotal. Through branding, you'll sell significantly more than through pay-per-click or any form of direct marketing.

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Mark Drager: And so you mentioned early on that people are uncomfortable transitioning from being a market leader or CEO to being a novice. It's a tough shift. In my podcast, I often get pitched by people who want to be guests. For instance, someone might say they've built a million-dollar lawn care company. And I think, "Okay. Great for you." But I fail to see what sets you apart from any other business owner. I need more than just that to be intrigued. It's not enough to say you've built a million-dollar company. For instance, I was once pitched as the head of HR for Chick-fil-A. Impressive title, certainly, but it didn't grip me. You mentioned that it takes time to get good at this new venture and to find your footing. What Key Performance Indicators (KPIs) should we focus on to ensure we're making progress as the years go by?

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Evan Carmichael: I'd categorize this into two main buckets. First, there's being a guest on someone else's show, which is more of a campaign-focused endeavor. Maybe you're launching a book or promoting something. It's not necessarily a long-term brand building. The real challenge is for people who've achieved significant success in their past ventures, sometimes even selling businesses for billions. When they start something new online, they expect instant success. But often, they find that they're not getting the traction they anticipated. They're not used to the slow grind or the initial phase of being a novice again. When it comes to KPIs for a new venture, especially something like a podcast, I'd say expect the first 10 episodes to be a learning curve. They might not be up to the mark, but it's about getting started and finding your rhythm.

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Mark Drager: This podcast is my fourth one. I've been in this arena for eight years now. Some parts of me just want to get the episodes out there, while another part of me is really proud of the content. I genuinely believe the episodes are good and want more people to hear them.

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Evan Carmichael: That's a good mindset, Mark. But remember, as time goes by, your perspective will evolve. What you consider great now, might seem just okay in hindsight. I recall your first podcast, the "Not So Corporate" podcast. At the time, you were so proud of it. But looking back, there were episodes that weren't stellar. And your next podcast, "Something to Prove", had its rough patches too. With every new venture, there's growth and learning. So, while your current content may be great, there's always room for improvement.

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Mark Drager: Absolutely. Even when we collaborated on "We Do Hard Things", the progression from episode one to the later ones was evident. But still, as we launch new projects, we hope for the best.

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Evan Carmichael: Of course. But the key is to have patience. If you're looking at a long-term journey, perhaps three years, then you won't be too hard on yourself during the initial months. While most people focus on standard metrics like views, subscribers, and comments, it's essential to look at the bigger picture. Committing for the long run, and not getting disheartened by early metrics, is crucial for sustainable success.

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Mark Drager: Is there a certain point in your experience where it stops being fun, and it turns into work?

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Evan Carmichael: Yeah, that's why you got to pivot.

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Mark Drager: You have to pivot away, because there are times when I think, "You know, with things I've done, this is the mark of a true professional, right?" It's not always going to be fun. Showing up and doing what you need to do is a mark of a true professional.

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Evan Carmichael: You know, we're sitting here in my studio in Toronto. I'm running a three-day mastermind, and I've got my film crew with me. We're getting all this gear, audio, and everything set up. I've just completed six different one-on-one sessions with people. I have a dinner tonight and a massive two-day event over the next few days. I've made like 14,000 videos or something. Currently, I'm sitting here with a bit of a headache from doing all these shows. I might not really feel it now, but I will later. The reason I invited you to this wasn't because of any request from you. I looked out my window, and saw I had some free time, and had my crew here, but we didn't have anyone to talk to. So I asked you if you wanted the spot, and you said yes. That's why we're here doing this. But this? This doesn't work for me. Even with a headache, this is fun. The moment you consistently look at your calendar and think of something as "work," it's a sign. On a one-off, it's understandable — maybe you didn't sleep well or didn't particularly enjoy the guest. But if this feeling persists, you won't succeed in doing work you despise. For instance, if you consistently hate your podcast, dislike the guests, or aren't passionate about the content, you need a change. This reminds me of when you shifted from "We Do Hard Things" to "Western New Sales." I'm not privy to the whole backstory, but at some point, something didn't resonate, and you had to pivot. Everything has its time and place. But if I look at my calendar and consistently dislike what I see, it's time to move on. You can't thrive doing work that you loathe.

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Mark Drager: So well said. Okay, let's wrap this one up. We're discussing thought leadership. What's your number one sales tip or strategy to sell more?

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Evan Carmichael: Share what you firmly believe about your industry that others might not. When you converse with customers or even successful entrepreneurs, you often find yourself addressing the same questions repeatedly. If your clients knew everything you did, they wouldn't seek your counsel. Hence, there's something unique you offer, something they might not yet believe is feasible. Start your videos powerfully, expressing what you believe about a subject that others might not share the same opinion on. If you structure your videos like this, they'll have a much stronger impact. Unlike most who initiate their videos with a generic "Hey guys, welcome back," dive directly into your potent belief about your industry that others need to grasp. Let that belief be the first thing you voice when you press record.

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