Have No Audience? Do This. | Ep. #840

Welcome to another episode of Marketing School. I'm Eric Siu.

And I'm Neil Patel.

And today we're going to talk about, well, if you have no audience, why don't you try this? So—

So, what is it, Eric?

I'm like, my bad. So, it is, it is Facebook—

I'm like looking at my computer screen writing notes for our podcast while he's talking.

So, it's going live, okay? So, I'll start this off. You know, what we've been seeing recently with a lot of marketers is Russell Brunson, for example. This is a great example. Yesterday he went live for 4 hours.

You got the email, didn't you?

I got the email. Did you check it out?

I didn't check it out, but I got the email too.

He went live for 4 hours and it's just like this big extravaganza, right? And then more and more people are doing this now where they'll do like a live course recording or like a live kind of event like that. And it builds a lot of goodwill. And so if you have no audience at all, but you know, you can create some kind of live content, Basically what you can do is you can go live and you can do what some marketers do where you just drive traffic to that live video and then you try to build goodwill that way. And just to kick things off, this is the high level, drive people to a live video that you did already. And then what you do is you can retarget people that have watched maybe the top 5 or 10% of people that have watched it. Then you have something where you don't necessarily need to have like a built-in audience with a couple hundred thousand email subscribers or a million visits a month.

Yes, so by going live, what ends up happening is, is one, you can promote it to your list, whether it's your email list, push notification list, it doesn't matter. Even if you have Facebook Messenger and you have subscribers on there, you can promote it to them as well. But when you go live, these social networks push it hard. The reason they push it hard is they are craving for that audience. That audience is mainly going to television. Right, the physical TVs that you're watching. I'm not talking about Netflix. They're trying to gobble up that market. Hence, they're very generous with their algorithm when it comes to live. And if you're going to do live, do what Tai Lopez does. Do Facebook, YouTube, Instagram. What are the other ones? Twitter has live. Twitter has live, right?

Periscope?

Is it?

I forgot what it's called. I don't think they use that. It's those guys just, it's mainly like Instagram, YouTube.

Yeah, I know Instagram, YouTube, and Facebook are the 3 Yeah.

Some people do Twitch, but they don't do Twitch.

Yeah, but Twitch is mainly for gaming.

Yeah.

So if you're going to do it, do it with all 3, but it's a super effective strategy. And here's what we learned. When you do live content, it boosts your engagement numbers. So then when you post regular status updates, they tend to spread much better than if you didn't do any live content. Like it's so effective. Funny enough, by the time, actually no, not by the time this podcast comes out, but You know, sometime in the next 30 days after this podcast airs, I found that it's so effective. I'm doing a live video on all of those channels once a week. Like right now I'm creating all my presentations, getting—

Both of us.

Look at that.

See, we didn't even know. There you go.

Yeah. And I'm having my designers create my presentations and like literally I'm going to be going into a studio once a week and doing live on all those channels at once.

Is it the studio's network?

No, I use a different studio for the video recording. All right.

Well, cool. Anyway, so look, when you go live, I mean, just to kind of build upon what I was saying earlier. So you drive people, right? Paid traffic. You do a live, you drive paid traffic to that, and then you target, maybe retarget the top 5 or 10% of people that have watched that video. So you got, you got this engine going, right? And then what happens is you retarget those 5 to 10% of people with, it could be another offer, it could be a video, or it could be something else, but now you can make an offer to them. So instead of saying, hey, look, I want to drive people from Facebook or AdWords to an email opt-in and then nurture them for 12 emails and then hope that they buy, you can basically reduce that sales cycle because you've built the goodwill through the live video. Because if Neil goes live for an hour or so, you watch him for an hour, it's— you don't need to read 12 emails anymore. He can take you through the whole thing. And that's why if you look at Russell Brunson doing that thing for 4 hours, I just saw him giving away backpacks and stuff. He had like a lineup of people taking phone calls. It was like this big extravaganza. This guy was wearing a suit with like, it was like—

Russell was wearing a suit.

No, Russell wasn't wearing a suit. I was like, this is the only time Russell wears a suit. Other guy's wearing a suit. It's like all money. It's made of money. So, I thought that was funny. But here's another example for you before we pass it back. Brendon Burchard, who's another marketer, he taught this thing where basically he started recording a live course. So that course took like more than a couple hours to record live. You know, he had to run back and forth in terms of like, you know, getting all the logistics set. But key takeaway is he was recording a course live, right? And he created this feeding frenzy around it, right? You know, the social channels love it because, you know, they're getting more attention and he's giving away so much goodwill. People are sharing it. And then afterwards you can use that video as an asset and you can even sell it too, or you can drive traffic to it. There's just so much you can do with live. So what Neil said, and super important, look, the fact that we're both doing it and we didn't even know that we're doing it says a lot.

Yeah, and with live content, if you don't have an audience, you can talk about other people's products and services on there, not because you're getting paid. You shouldn't do it if you're getting paid if you want to build an audience. More so if you think it'll benefit your audience and you are naturally talking about it either way. What you would want to do is you want to hit up those companies and have them promote your live feed. So then that way you're going to get more people coming, which will help you get more followers, fans, subscribers, depending on the channel that you're going after.

Yeah. Look, if you're getting started, you don't need all the bells and whistles. You don't need like a really nice camera or anything. You don't need to buy like any expensive software. You can literally, like, if you look at how Grant Cardone and how Tai Lopez do it, I see—

They bust out their iPhone.

Yeah, there's like a couple people holding iPhones. So even those guys, like they haven't invested in like crazy stuff.

No, do you know why they do that?

Why?

The conversions is higher and the engagement versus when they're—

So it looks real?

Uh-huh.

Ah.

They don't do it because they don't want to— they already have the equipment. They just do it because it converts way better.

That's a good point. If you, by the way, if you want to do it professional style, there's a software called Wirecast that allows you to simulcast to these different lives at the same time. You can do that. It's like $500 or so. It's a one-time cost.

Per year or one time?

One-time cost.

That's not bad. Are you going to be doing live video that's like Gary Vee style? How are you going to do it?

Good question. Yeah, so we did a live yesterday just as a test, just with somebody else. We didn't promote it or anything. And it was just like a one-on-one chat just like this, like 20 to 25 minutes.

That's cool.

Just doing stuff like that builds a ton of goodwill.

Yeah, that's not bad.

Yeah, what are you gonna do?

So I'm gonna stop speaking at conferences.

Okay.

And I'm gonna—

That's like the second time you said that in 2 years.

Yeah, but I've already mainly stopped. So this year I barely spoke at any conferences compared to last year.

How many?

Less than 15.

See, it's like a conversation. This would be a cool live video.

Yeah, so what I'm gonna end up doing is Normally, if I would have done a conference once a week, I'm just going to take presentations that I'm going to make and just put it out there on the web for free.

Boom, for free.

And live.

Goodwill, live. Maybe you'll see us do it at the same time with each other, who knows?

There you go.

Yeah.

Cool, that's it for my end.

All right. I was hoping you would do the ending, but I'll do the ending. So that is it for today. Go to marketingschool.io/stats to check out Check us on our journey to 1 million downloads a month. We're at about 800,000 right now. We do need your help. Look, we're slowing down a little bit. The growth needs to speed up. We need your help to do that. So go there.

iTunes changed something.

That's why. Yes, iTunes did make something. Oh, we should actually talk about that in another episode. Yeah. Anyway, so help us get there and then we're going to throw a live event in downtown LA. Look, we're going to be super happy to see you. There's going to be food there. You're going to get to meet us. We're going to meet you, it's great. And we're going to record it for those of you that can't be there. So go to Marketingschool.io/stats, check it out. Please help us get that growth rate cranking again to get to 1 million, and then we will hit that event. And we'll see you there. Goodbye. Bye.