Video Marketing To Build Your Tribe With Brandon Lucero (Podcast)

How do you make business problems disappear? Wrap em in bacon for business owners, marketing execs and anyone trying to grow your business. Pump your profits and make more while doing less. Welcome to Bacon Wrapped Business with Brad Costanzo. Sizzling hot business advice guaranteed to make you fat profits. Every week our chefs will serve you proven recipes for ramping up your revenue. Now here's your host, Brad Costanzo.

All right, welcome back to the show. This is Brad Costanzo and I am excited to bring you a very cool topic today and it's one that I have been getting into more and more myself. Although I'm not a particular expert in this area. However, each and every one of you can probably use the information we are going to share. Before I do that, I want to let you know about some cool stuff that I've been reading recently. I like to share some of my book recommendations and I love to get book recommendations for you guys. Recently got Tim Ferriss Tools of Titans. It's a huge book. I highly recommend it. It's a lot of fun. If you're a fan of Tim and his podcast like I am, you can go check that out. I'm also listening to a great book by a friend of mine named Mark Manson. It is a New York Times best selling book called the Subtle Art of Not Giving a Fuck and I cannot recommend it highly enough. I suggest you go check those out. But more importantly, I suggest that if you have any book recommendations, anything that's kind of inspired or entertained you, especially if it has to do with business or mindset or entrepreneurism or just something really, really cool, send that book recommendation to ask bradakenaconrappedbusiness.com my voracious reader. You should be as well. That being said, I have got an episode today about video marketing and a very specific type of video marketing and I'm going to give you the background on this. So a very good friend of mine that I've known for years, probably about seven or eight years named Jim Fortin, who is an expert in neuro persuasion and sales has years ago he talked about, talked about a guy that he had met who is an amazing, amazing marketer with, especially with YouTube and getting organic views and optimizing them. He's like, man, he's like the best in the business for generating millions of views on YouTube videos for individuals or business owners. And his name's Brandon Lucero. And recently Jim and I were talking on Facebook and he's like, man, Brandon has gotten really creative and he's found a way to turn Facebook into warm traffic by using video ads to groups and getting really cheap cost per click. And he's launching products and building tribes quickly. And all of this just sounded like music to my ears. So I said, well, let's set it up. I think Brandon and I connected years ago real briefly when Jim made the intro. But we're going to connect a little bit further here. And I'm going to do what I always do is I'm going to put out the sizzling hot advice and ideas and tactics and strategies that Brandon's using so that you can walk away from this thinking, holy crap, I should have paid for this episode, but Brad gave it to me free. He is so cool. That being said, Brandon Lucero, welcome to the show.

Yeah, thanks for having me. I'm excited to be here and give out all this knowledge.

I love it.

So.

So I would love to hear all about your backstory, how you grew up, what color of the house it was that you were in when you were a child. But I'm not going to ask all that. Instead, I do want to start, though, with some of your background in video marketing. Like, you know, it's. You been mastering, you're a master of YouTube and now you're really mastering Facebook video. But let's, let's back up a little bit and talk about some of the YouTube stuff that you've been doing over the years and some of the results and kind of cool stuff there.

Yeah, so I started with YouTube years ago. I mean, I worked for a video production company and that was like, right when YouTube videos started coming out in the Google search results. And so I just started applying some of this, like, SEO knowledge for websites that I had to videos. And they started ranking. And so I'm like, oh, this could be a business. And so I ran with it. And over the years, what we've done has been able to build out YouTube channels, grow YouTube channels to millions and millions of views. But I'm not talking like the PewDiePie or the, you know, the million subscriber type channels. I'm talking about, like, channels that are designed for businesses and brands and personal brands that deliver leads and traffic. And so, you know, it's all organic. So we find these topics and keywords that people are looking for, which means that they have problems and we have the solutions to those problems. So what we do is we just create videos that give them, you know, what to do. Here's some steps on it, and then we offer something at the end of the video, you know, the lead magnet, the freebie, and then get them onto a list. The beautiful part of this is that when we create these videos on these topics and people watch them, we know what their problem is. So it takes a lot of this guesswork out of like, what do we offer, what kind of language do we use, what copy do we use? You already know, like, they're not searching keywords and trying to find solutions to their problems if it's not a big issue in their life. So that's kind of what we've been doing with YouTube. Just to give you an idea of how effective this is. A lot of the videos we do will get between 20 to about 45% is about the highest we've ever seen click through rates, meaning it's bigger than I would have ever imagined. And so if we get 100 views on a video and those hundred views stay to the end and see the call to action, we can expect roughly on average, 30% of them to click over to our opt in page to go get whatever it is that we offered them. And this doesn't stop. It's always ongoing. Meaning that if we do a video on one topic, it's always going to be found, it's always going to be seen, it's always getting traffic, it's always getting views, and it's just this thing that just builds upon itself. So that's kind of how I got my start.

Well, let me, let me ask.

YouTube. Okay, cool. So let me, let me dive down.

That rabbit hole a little bit. So first of all, like, are there any YouTube channels or clients or people that you're particularly proud of that you've worked on if people kind of want to go see?

Yeah. So my favorite one, and it's actually probably one of my favorite clients, is Ron White. Not the comedian, it's Ron White the memory expert. So if you, you type in things like Mind palace or how to read faster, type it in Google, he'll become. He's on the first page with his YouTube videos. He's definitely in the top on YouTube search as well. But when we started with him, I can't remember the numbers exactly, so I'll give you some rough estimates. I think he was doing around 400 views a day on his channel when we started working with him. And now he's doing roughly 4 to 6,000 views a day on his YouTube channel. His subscribers were about 4 to 5 a day. And now he's up like 3 or 400 subscribers a day that he's getting. Yeah, it's just, it's just his channel's really blown up and his revenue, I won't share his numbers because I know that stuff's all private, but his, his revenue from the YouTube channel has gone up significantly. Like we're talking really, really big numbers. So if you want to check out his channel and see what we've done with that, you can go over to his channel. Ron White memory training.

Nice. I love that. So here's what the things that I know about YouTube marketing, right? So you tell me, I'm going to tell you my rapid fire best practices and you tell me if I'm off base if that doesn't work and if there's something better. So number one, obviously you want to create videos that are, that are good and entertaining and engaging, right? Quality is somewhat important. Number two in optimizing your videos. I know that obviously the keywords and the title and the description and even the name of the video file and the tags and those are all important to just go through all of that, put your link up front, the call to action, to where people can see it. After that, I don't really know all the best practices. Do you build backlinks? Do you do anything else in particular to really supercharge these videos? Is there anything in particular that works tremendously well? I've seen some people do the strategy in the past where they're using, I don't know if it's a hack, but they use a YouTube Live and they'll use YouTube Live videos which rank super well. I mean they'll rank immediately in Google for certain keywords and then they'll play a pre recorded video up there as opposed to doing something else that's like a little hack. I don't know if they, if that still works, if that's best practices. What am I missing here that gives this thing extra octane.

So two to three years ago, backlinks and massive backlinks and stuff like that would rank videos really, really well. A lot of that could go down that spammy route, that black hat route. And same thing with the live thing. I don't know how long live will be ranking for and I don't know how much longer it'll be ranking better than everything else. So I never went down that path because I'm like, I want to build something for the long term. As soon as live doesn't rank any well, my videos could lose a rank. I never really went down that path. But here's the biggest trend that I've seen with YouTube and this is why Ron's channel took off so well is that you're right with quality, but more so quality. It's about engagement on the video. So I always put in attention resetters every five to 10 seconds. This could be a text on the screen or maybe I moved around on the screen or something like that. If you watch Ron's videos, he's not just sitting there for more than 10 to 15 seconds talking straight at the camera. Something is happening every 10 to 15 seconds in there to reset people's attention span. But then we're also very concise with the content. So it's like, hey, here's what you're going to learn. And then we do a little logo intro and then it's three to five minutes of just bam, bam, bam, bam, bam. There's a step and then we get out with our call to action which is recap problem solution. So we're like, hey guys, here's what you learned in this video. Step one, step two, step three. But the problem is even with these steps, you're still going to face this problem. So here's what we have for you. We have a free checklist or a free guide that's going to walk you through this in more detail so you don't have to face that problem. And when we do that recap problem solution, the call to action gives them more value that's directly related to the same topic of the video. That's when we're getting those huge click through rates. And what happens is when it comes to ranking, it's less about the backlinking and stuff like that and it's more about how people are engaging with the video. If I have a hundred people land on that video and they watch like it's 75% of the way through, Google's gonna say, you know what, this is a really good search result or video for this topic. Let's give it more exposure. They will rank it higher, they'll put it in the related videos field, they'll show it everywhere because they want the best content coming up. Now what happens is if you type in things like how to rank videos, you'll see my video at the top of Google. And one of the reasons why is because over the years people were searching how to rank videos. They landed on my video. They watched it longer than anyone else's video, they spent more time with it, engaged with it better. And then now they're rewarding me with rankings that don't go away. So now I have years of this Great user experience on the video with people interacting, watching it. And now they're rewarding me with, with ranking. So what will happen is you'll start uploading content and most people give up after a month because they're like, oh, this, this doesn't work. And it's not ranking. But give it a few months and what you'll notice is it'll be really slow for three to four months, but then you're going to have this hu views because now you have enough data on your videos for Google and YouTube to look at it and go, okay, this is really good content. Like, let's give it higher rankings. So right after you upload your video, the best thing you can do if you have an email list or a social media following or you want to run like Facebook ads to your YouTube video, is to get as much exposure from warm traffic sources as you can within the first 24 hours of the video being live. Because those are going to be your best viewers. Those are gonna be the people that are gonna interact, that are gonna leave comments, they're gonna watch it all the way through. So if you put up a brand new video and you have an email list of like 20,000 people and they go watch your video and they watch it all the way through, YouTube's gonna go, Holy crap, this is a really good video. Like, let's start ranking it, let's start giving it exposure. So the best thing you can do is just start getting engagement from warm traffic on your video as soon as you upload it.

Okay, great. So, and that is one of the things like you mentioned, quality is so important because the quality videos create more watch time, create more engagement on the video. And then that's telling Google and YouTube that this is a better video. So it's not necessarily all these little behind the scenes, oh, I'm buying backlinks and I'm doing all that other stuff that used to work a long time ago. It really has more to do with some of the quality of the video and the optimization that way. Right?

Yeah, exactly. And when I say quality, I'm not talking about having like a $5,000 camera. You can do a lot of it with your phone. Yeah, ye.

How much does people want to watch it versus is it boring?

Right, right. So I think that's one of the things that people get stuck with is they're like, oh, I got to get the right camera and things like that. I mean, we filmed a lot of videos with phones and just a mobile mic and done really well with It.

It's so great these days. So great. What about length of videos on YouTube? Still roughly two minutes or so?

Nah, I would say a little bit longer. I would say if you're doing like a how to video or like a value adding video, 3 to 6 minutes is generally the area you want to stick in between. But I always say however long it takes is however long it takes. Like, I have a video that teaches people how to set up a website, and it literally took me 15 minutes to walk through the process of setting up a WordPress website. And it does, and it did really well. So in that case, you know, a longer video is okay. Just if you're going over six minutes, you really need to ask yourself, is everything in this video really need to be in this video, or am I going into too much detail? Like, try to stick more onto the. What you need to do. Like, not that go. Yeah, exactly. And if you're going underneath three minutes, you really need to ask yourself, am I adding in everything that I should be adding in because it might be a little too short.

Awesome. So are there. Do you do various backlinking strategies, etc. After the video's up? Like, what happens off YouTube? Is there anything special that still works?

So we used to spend a lot of time with backlinking for the bigger videos, like the big search terms and stuff like that. And then I actually don't do that anymore. If anything, we'll just link from my own website. We'll put on it.