An Epic YouTube Strategy Deep-Dive for Growth-Driven Inbounders [HubHeroes, EP71]

You know, Devin, I want to dive into the topic that we're going to talk about, but I can't but help look over at the chat pane and have Chris say, it's been a while since I've listened to this at 1x. I cannot imagine listening to the intro of that at like chipmunk speed. I might have to go do that after, after this episode, just to see what that's like.

No, it would be like techno.

It would be weird actually. What would be fun is to actually speed it up and put some techno beat under it and then just launch that to the Internet and see what happens. But today, what we're going to launch to the Internet and see what happens is while we're going to talk about HubSpot here and there amongst the conversation, since it's you and I and we both have had some experience with creating video, we've had some experience with creating YouTube videos, we've had some experience with businesses and being part of businesses, running businesses. I want to dive into this idea of YouTube for business, creating valuable content on YouTube and what that means for marketers, business owners, if you should, if you shouldn't, all of those things. So Devin, first of all, I just want to unpack your brain. When you hear me saying those things and we're going to dive into that topic, what's the first thing that you start to think about?

The first thing is I get excited. And the second thing is I cringe. I get excited because it's exceedingly necessary. It is an extremely, extremely important part of any good marketing strategy. Regardless of the vertical you're in. People need to remember that the number two search engine on YouTube or on online is YouTube. So if you want people to find you, you got to be where people are looking for you.

Then I cringe. Yeah, I, I, I, I love it. Because I too would say that this is a double edged sword or there would be two sides of the coin. Because while I know it's important and, and I'm going to ask you here in a minute why it is so important for especially inbound practitioners, right, the kind of aligning cousin, brother, sister, cousin, whatever of HubSpot, I also realized that it can be or feel like, I don't even want to use the word be. It can feel like it's a lot of work. It can feel like it's hard to get started. It can feel like when you do get started that nothing is happening. And, and so this, this idea of being patient, this idea of not needing to have it be perfect. This idea of taking the time to build out a process all kind of comes to mind, which most humans are like, let me hit the record button and upload it. And gee, why is this not going back to actually generate revenue for my business? We'll. We'll talk about some pieces that you can do there. But on the other side of this, right, there's this conversation that I think we're going to end up having that is value versus viral. And I think there's these conversations that we might have that is quality versus quantity, or quantity versus quality. I'm super interested to see what side of the fence you fall on that. But. But let's just go back a couple steps here. And Devin, when you think about this inbound practitioners, the sales, the marketing, the whoever, why is it important to start to think about YouTube and maybe leveraging YouTube for your business purposes?

Well, like we were saying before, people are searching on YouTube and a lot of times when we talk about inbound and creating content following the inbound methodology, we're talking about written content and, you know, then we start talking about SEO and stuff like that. But the thing is, is that there is a whole separate video. Like, the thing is, it's not like you're just uploading the video and everyone's being factored in and Google knows what's being said in your video. We shot a mini series. It was like four episodes and it was, it was fun. That got me here is being a subject matter expert with HubSpot and it's a huge team effort. Like, literally with those videos, I am just on screen. There's a whole separate editor, There's a whole thumbnail person. There are a lot of moving parts. But when you're producing content for yourself, doesn't necessarily have to be. It's something you can do for yourself. You just need to make sure that what you're doing is clean. Something simple and clean is way better than you trying to unpack a drone and not realizing that your audio sucks and that that's part of it. The other part of it is the content itself. What you don't want to do is get stuck talking about what you want to talk about. Talk about what is generating traction with your audience. Case in point, Chris Ramsey. He is a magician. He even had his own TV show with a group of his friends. He started YouTube doing magic and then he just started solving puzzles and his channel blew up over his puzzle solving. He still does magic content, but it was for the longest, primarily a puzzle channel in that ability to pivot when he saw what was gaining traction with his audience is just one of the many parts of a good YouTube strategy.

I love that because there's a whole mindset of once you get started paying attention to your audience, delivering things that they then enjoy or don't enjoy, learning from those lessons, not considering it failure, but understanding it's part of the process. And then you use the word pivot, which I'm a big fan of pivoting. Pivoting into that thing that goes or takes you in the right direction. Listen, it's, it's funny because when I think about this, I, I wouldn't call myself a YouTuber. And to be honest, I never like growing up said that, well, we didn't have the Internet when I was growing up, so let's just throw that out there. But in my, even in my adult career, I never had this fascination of like, oh, I'm gonna go create YouTube videos and become a air quotes YouTuber. However, one of the craziest things happened in 2014 to me that I didn't realize how it would impact my life. I didn't understand how it would impact my business. And no, I'm actually not being grandiose right now. Like this is one of two things that I can point back to that we started doing that has just mind boggling to what it's done. And in 2014, Marcus Sheridan, when I was working at the sales line said, hey, I think you should do HubSpot video tutorials and put them on YouTube now. Video wasn't cool in 2014 yet. Like it 2018 was the year of video. No, it was 2019. No, actually it was 20. Anyway, you get the point. Every year has been the year of video. But in 2014, nobody was even saying it was the year of video. But we started creating HubSpot tutorial. And over the last 10, almost 12 years, I've probably created close to 3,000, maybe 3, 500 HubSpot tutorials for multiple businesses along the way. And I never looked at myself as a YouTuber. I always looked as I am a content creator who is answering questions for humans who have problems or are trying to solve a problem or understand how to use a solution called HubSpot to fix or build or do. And so it was always about the launching out of education. Here's the thing, I never even during that process thought of myself as a thought leader or thought that I was even building some type of like, hey, this is who I am scenario. It was literally A selfish act to create content to help humans. If you can do that at your organization, if you can gain that mindset and, and spread it through multiple people, that might be the right fit to be on video. I think you would be amazed at what you could do and not being stuck on the subscriber count or the amount of views it got. Because that's the other thing as we went about that. Yeah, yeah, we, let's talk about that. Because that's the other thing that I went through was I didn't even really care about the subscribers. I didn't care about the views. Cuz I was creating that video for one person. One person would find it, it would fix their problem. Now the funny thing is like hundreds of people would find that video. Some of them, thousands of people would find the videos. Here's a real interesting thing that I ran into and this is when I was actually working with Remington Beg at Impulse Creative. We had created the Sprocket Talk channel and YouTube channel and we had 8, 000 subscribers that came to this channel for HubSpot tutorials, HubSpot updates. The 8,000 was 26% of the watching audience. Now I want you to think about that for a second. There were a lot of humans who were watching the content but never subscribed. And if the metric was based on subscribers, you might say that's not that big a channel. But if you extrapolate the, the fact that that was 26% of the people who are watching now, all of a sudden you're like, wait, actually how big is this thing? So Devin, I want to get your thought on the, the idea of YouTube for business, video for business and this idea of the metrics that truly do matter or don't matter kind of mindset on this. So.

The first thing to keep in mind is what you want to get out of your head is virility. Virility does not equate to profitability. You can show your video to half a million people and if only one of them spends money with you, you're at a loss. You're popular, but you're at a loss. Now if only 300 people see your video, but 100 of them purchase from you, then that is your success. Measuring conversions that come in from your YouTube channel is massive. Using, you know, attribution tracking, link stuff like that, utm to see who's coming in from your YouTube channel. All very important things. So with that being said, big numbers aren't important. It's the conversion rates that are important. And you can do conversion rates from views now. Now the, the, you know, the Holy Grail is getting thousands of subscribers, getting the plaque from YouTube. We all want one. But at the end of the day, if you're getting a lot of views and those views are converting, subscribers are great. Having people come back for your content is great. But the thing is, they're interested in the kind of content you create. The algorithm is going to pick that up and put you back on there. And also at some point, definitely want to talk about shorts. Celine brought up shorts. And I have, I have very strong but good opinions on shorts and why people need to be a part of them.

Good. I love that. I love. Because I definitely want to go in that as well. I love this idea. And, and I, I am, I will get up on the pulpit and I'll preach this all day long. The idea of going value versus going viral, like you were saying. And that's the thing. If you go value, you'll get the views. If you go value, not only will get the views, but you'll get the right views. And I want to tie into another piece that some people miss when it's YouTube videos for business is realizing that I'm not actually trying to get them to YouTube. I'm using YouTube to disseminate the information that I am delivering, but I'm trying to get them back to my home base. And so you kind of mentioned, you know, like UTM parameters, use links, like, and you could even be ninja about it, right? Like, we could literally put a link in the description that is, let's say sidekickstrategies.com forward slash, gear. And while you go to gear, maybe that has UTM parameters that you don't even see to it, but directs you to another page. And now all of a sudden we can start to like ninja track what videos are actually bringing things to certain pages that we're trying to deliver. Ebooks, guides, checklists. And then what you do is you tie this into like it's going to a page where they can download something and actually put the hidden fields in your HubSpot form for UTM campaign, UTM medium, UTM source, UTM content so that when they do convert on that page, because now you have loaded a UTM parameter after they went to like that same secret link that you're putting in the description, it's extracting it into your database. Now you can start doing reporting in HubSpot based on the YouTube efforts anyway. Whole nother level of like sending them to your home base make sure, you're tracking it because at some point, if you're the marketer and you're trying to do this, they're going to be like, well, we need to know that it's actually generated the revenue versus what we're doing in time. Now, if you're like me and you're the owner, you're like, I don't care. I just have a gut feeling it's going to work. We're going to do it. Yes, let's measure it along the way. But even if I'm not going to stop, let's just keep going. Now with that said, Devin, I do want to get into this idea of what I like to call. Ever since I interviewed Andy Crestedina, I said, bro, I'm going to steal that. He called it content confetti, where you start by creating a video and that turns into other things. So that video might turn into shorts, that video might turn into an article, that video might be part of something else that you're building. That's like a bigger pillar page strategy. But it's this content confetti idea, or as most mere humans call it, content repurposing. Okay. That's what most people call it. I like content confetti. So talk to me about this idea of the video and the shorts and, and like your thoughts and strategies. Good, bad, ugly, around one, both like what say you?

So shorts are the new doom scrolling. TikTok built an entire platform around video doom scrolling. So the thing is, is that I personally love having as much YouTube short content as, as I can generate. All of like, we'll take Matt Rife for example. Oh yeah, Matt Rife, he was on Wild and out for years. Was famous. Does stand up, does okay. And then what ends up happening is he starts getting TikTok views and those views are repurposed and so now they're on Instagram, they're on Facebook, they're everywhere. And then on top of that, his content started getting cloned by basically hangers on who are trying to get that monetization bump by using other people's content. Not something that I like, but Matt Rife leaned into it and I don't think he was big on copyright strikes because that was just virality. It was just all about getting as much exposure as you can and the next thing you know, he's selling out arenas. So with that being said, shorts content is huge. Now again, think about numbers. We're not going for virility, we're going for exposure and exposure to qualified people. We don't need everyone to see our video. We're not interested in the entire world consuming our content. It's about that portion of the world who cares about the problems that we're solving and the message that we're putting out there.

Love this. When I. When I think about this conversation, there's a couple things that come to mind. One, and we've got to tie this back to inbound, right? With Inbound, there is the buyer's journey, awareness, consideration, decision. When we're thinking about YouTube for business, I think we should realize that there's that same thing. But I would even call this a viewer's journey. So when I think about shorts, which, by the way, I love creating shorts out of content that I've already created, because it means that I don't really have to create the content. I just have to slice it, dice it, and make it creative. However, with that said, when I look at shorts, I believe it is definitely an awareness play, an eyeball play. And as the young kids would say, and what I mean by that is, my kids who are gamers, YouTube shorts, they. They will tell me, those are OP. Dad, those are OP. YouTube shorts are OP. They're overpowered. And we have put out shorts before where, like, in an hour, like 700, 800, 900 views in an hour, which, to get that on a normal video, unless you're like Mr. Beast or somebody like that, it's almost impossible. So they are a little bit overpowered. But here's how I think about it, and it's this idea of understanding where they're at, what you're trying to do. And the main strategy and part of this I'm gonna pull from my boy, Nick Nimmin, which, by the way, if you're trying to do YouTube in general, but then definitely take it and do YouTube for business. His channel and his historical content and what he does is absolutely amazing. But I want you to start to think about this as a daisy chain effect. So if you think about shorts and you think about awareness and you think about the content that you would want to create for eyeballs, you need to realize that those shorts need to tie back to a video that is about that kind of concept, but now can go a little bit deeper. So think about this as maybe the consideration stage of videos. However, what I also want us to tie together is when we get them to watch that video, in that video, we might not immediately say, and go over to my website and get this thing. Here's where the daisy chain begins and how you start to leverage the algorithm of the largest search engine, slash social engine or second largest. But hey, it is what it is. Maybe actually it will be the largest when Google realizes that chat GPT might have. Anyway, different podcast, different episode. But here's the thing, what Nick Nim talks about is how you daisy chain one video to a second video to a third video. And that third video is actually what he calls the money video. That's the one where you're handing off to your website, you're handing off to the, the ebook, the guide, the checklist, the course, the whatever it is. And so now start to picture that in your mind. You've got a set of awareness shorts that are getting all the eyeballs because they're op, bringing them back to a certain video that is designed to hand them off two or three videos. Why? To gain trust, to grain, you know, reciprocity, to like, oh, I like this content, I like this person to get to that third, fourth video where it's like, and now because we've got you, by the way, if you've reached that and now go over and download your ebook, your guide, your checklist, go check out our course, whatever. Now you're creating a viewer funnel, a viewer journey that you're putting people through again using that business strategy, but on a channel that is for youtubers anyway. I want to go back to something, Devon, because we talked about and we skirt. Skirted, right. Kind of through it as we were talking about it. A value versus viral. When you think about creating videos of value, is there a different way that you go about creating them? Are there different things that you think about? Like talk to me through your process of like it feels like it's right or it doesn't feel like it's right or we should add this or oh, shoot, that secret sauce, maybe hold that back, like give me your thoughts on that.

Well, I try to think about what entertains the group that I'm reaching out. Even if I'm not talking about something entertaining, I can still provide elements that make the video more engaging without it turning into a sitcom. So one of the things that I think about is the editing style, the background that I need to use, whether or not, you know, my normal day to day background is appropriate, whether or not I need to switch to the other camera, whether or not I just need to shoot it against the green screen and just go for a completely different look. But definitely those are things to keep in mind.

Yeah. So it's funny because I agree with all of that. I'M going to. Yes. And you for a second, because I think there's a mindset that I would hope others would reach. And it's definitely something that I, I bought into at the beginning, the first time I heard it. And again, going back 2014, Marcus preaching to organizations about content marketing. He was doing the content marketing training. I was doing the HubSpot training. But I kept hearing him say, there's no secret sauce. There's no secret sauce. Like, give it all away. Teach him everything you can. And you've even said on this podcast in previous episodes, like, listen, you give it all to them. There's gonna be the people that don't know how to program their vcr. They're gonna call you to program their vcr. Right? And so when I think of value, it is adopting this mindset of no secret sauce. Let's show them everything. Let's teach him everything. And then out of that, the goods are going to come. Like, again, if I tie this back to just fundamental, like, my life, principles, beliefs, you reap what you sow. And if you're sowing value, it's going to come back to you in whatever value that you deem is is important to you in life. And that might be money, that might be success, that might be significance for all the listeners. It's going to be different things. But that mindset of no secret sauce, I think is really important. All right. And I do want to mention again in the chat pane, yes, YouTube shorts are showing up in search engine results. Heck, YouTube chapters chaptering your videos showing up in search results. Videos themselves showing up in search results. I'll tell you, one of the funnest things that I love doing when I was at Impulse Creative with Remington and Rachel Bag is we'd launch a video on the YouTube channel. And for the first, like 15 to 30 minutes to an hour, I'd go and like, search that term and see how long it took to be the first video search result when we were doing this. And there were times that within 30 minutes, an hour, sometimes hour and a half, boom. Brand new video, top search result. I'm like, oh, hey. And I would share it with the team. Hey, everybody. We're now ranking for xyz. Like this video. And it was just a game we played to see how many videos around the topic of HubSpot that we could be the top video search as we were building them. But for that, we had to churn and burn, baby. Like, we weren't making a video a week or a video A month. And so many organizations are like, yeah, we've got a strategy, a video strategy. We're gonna make three videos this quarter. Twitch. I go. Because that might just not get you there. But that leads me into the next conversation that I want to have with you, Devin. And that is the quality versus quantity, or quantity versus quality. Like unpack your brain on that whole piece of business video, YouTube business video thinking.

I'd say the simplest is shorts are for quantity. Regular videos are for quality. Shorts are for staying on top of the landfill, the constant deluge of information that's going on there. Shorts are basically the new timeline. And so for people who are scrolling, you want to make sure that you have content out in that. Now, as far as your YouTube page itself, that's definitely where the meat and potatoes of what you're doing is, is, is going to be. It used to be, because I remember I used to do that too. There's this one, it wasn't even really a beef, a rap beef, but MGK and Yellow Wolf, it was like this little thing like Yellow Wolf said something, MGK said something, and then that was it. But the media blew it up. And I happened to work in the media at the time, so it was my job to blow it up. And so what I did is I created this video that was a really horrible cell phone video, basically shot on a potato. And it was the full interview that he. That Machine Gun Kelly did at the radio station as kind of a response. It blew up. It was just because of, you know, the SEO and the title smithing. All that stuff ended up turning into a huge thing. Fortunately, that's not really how things work anymore. Now it's harder to get placement with monetization and then the rules and ads and all that. However, if you are developing great content on your page, you don't have to worry about immediately showing up at the top. What's going to happen is that as more people discover your video, the more it's going to grow over time. So you should think about your short term quantity. Get it out there, get in front of people. There's a few podcasts that are really good at that. Comedy podcast especially. But then on the other end is where like your page itself, that is where your videos, like I have a video about how to install a shower. That video. There is no reason for that video to go viral, but it has tens of thousands of views over the years that it's been up because it was really high quality content.

Yeah. So I'm gonna, I'm gonna have to be the guy that says quality doesn't mean perfection. And I would much rather have a video that is published than not, because if it's published, they can see it. Now, do I want to publish a piece of crap? No. But this is where I'll say that I don't think it's quality over quantity. And by the way, I totally agree with you. Quantity shorts, super easy to do quantity in shorts. And by the way, I love that Saleem said staying at top of a landfill, that hurts. By the way, when you said that Devon, he said that hurts in the, in the live chat. But I don't think it has to be this or that. You can build a process that allows you to add more quantity than maybe your competitors have. Which by the way, if we go back to that, they're doing three this quarter and you do three a week, you're demolishing them on the amount of quantity. But a process that allows you to do it in a way that it is quality. Right? So listen, I've had the pleasure again since 2014 doing this and realizing that in your home or in your office, you can build a air quote studio that you can walk into, hit record, do one take wonders, or take them to post production and have them juiced up with, you know, B roll and music and whatever, but you can have a let's flip the switch on and create instead of a set it up, tear it down, set it up, tear it down. And knowing that I can step into my office and I can use a microphone, you know, a DSLR camera, a nice little lens, a little switcher board and like a little audio board and put a TV with a fireplace in the in it. And people love that fireplace, by the way. But like, just get a little creative with the space in the background. Like yours got the, you know, the different colored blocks and the HubSpot and the deadpool and like just a little touch of creativity and all of a sudden people are like, man, that's a you, you just create quality content, but we're churning and burning it out. So that's where I want organizations to get to, is how do we create a process and a place, studio in house, in office, where I can flip a switch and just create and then a process where it can go off to somebody or if it's even me, where it can get edited and published and it doesn't sit there and die on the vine. So please, by all that's holy, try to go after both. Devin, let's keep Digging in here. I want to tie back to HubSpot for a second. If you have HubSpot Enterprise. Oh man, that really chaps my ass to have to say that you can get your YouTube analytics inside of HubSpot. So my question to you is, as somebody who's creating video, as somebody who's on YouTube, how much do you pay attention to YouTube Analytics? How much do you care that YouTube analytics could be brought into your HubSpot portal? Or is this just a situation where you're like, so like it. It's not a, it's not a factor for me or it is a major factor for me as a business owner, content creator, employee. Talk to me about that.

It's convenient to be able to see all the analytics in one place, but it's not a deal breaker if I can't. Especially because my, if I have a dedicated YouTube channel manager, they're probably not going to be spending a lot of time in HubSpot. So like, and I like the analytics in YouTube as far as, you know, video breakdown, watch time, engagement, when people, when viewers are dropping off, what my view percentage is compared to my average view percentage, those are all things that you can find in YouTube pretty easily. What I do like about it is that it enables people to see the analytics without having to be in creator studio or without having to be an editor or have analyst permissions on the YouTube channel. Like, for me, if I want to see how one of my YouTube videos are performing for HubSpot, then I have to go to YouTube and they had to give me special permissions to be able to see them. If we had had them in our HubSpot portal, then any of our HubSpot users be able to see them. So that's cool.

Yeah, I definitely love the idea of being able to see them in HubSpot because it's one less place I have to go if I'm just looking for the quick wins and the conversation starters around the strategy or what's working, what's not working. I also love kind of how HubSpot dumbs them down a little bit. It just makes it a little bit simpler to understand. But I would agree with you digging into your YouTube analytics and knowing what the heck it is and maybe even paying attention to like you could, you could do a search, something like YouTube Analytics, Roberto Blake. All right. And he's got like a three hour YouTube analytics video that will walk you through every step of understanding it. Which by the way, Roberto Blake is amazing at YouTube just like Nick Nimmin and the rest of that crew. Justin Brown, again, I'm just giving you some folks that you could pay attention to. If you're like, yes, I want to do this business video on YouTube thing. You can do that now. Again, I think it should be in professional. Dang gone it like if you're paying a fair price for marketing professional, just bring YouTube analytics down to professional so we can see it and we'd be happy. But I don't know if, if, if listen, if hub claws or whatever we want to call them, a Santa Claus can bring me like a HubSpot gift. It's YouTube analytics in marketing Pro for sure. I do want to hit one of these questions in the chat pane, Chad said. Any pointers for those that want to get started in content creation without lots of experience? Get started. That's my tip. And here's the thing. You've got to understand that you're gonna have a messy middle. Like my first video that I did for the first minute, it was a photograph of me leaning against a brick wall with three HubSpot certifications of a voiceover that then went to a screen share of me showing in a very non HD way how to do something in HubSpot. I had to do that to realize that that sucked. And I had to continue to get behind the mic and get behind the camera to understand that it, it's a process. Now here are some other things. I don't look at the camera as the camera. I look at the camera as it's humans. And like I'm talking to humans. So I don't, I don't fear the camera because I like talking to humans. I also realized that I can, I can build it in a way that I'm creating things that I've just learned. Which by the way, this is another magical thing. The amount of tutorials or updates that I put out over the last 10 to 12 years that I had just learned it about 10 minutes before and flipped on the camera to teach it and put my extra thoughts around it and launch it to the world. Almost every freaking video that I created was that it wasn't long hours of research. It wasn't painstakingly stressing out about create. It was like, nope, I just learned this thing. Everybody else should learn this thing. Let me hop on the mic and talk to some humans. So realize it's going to suck at first. Realize you're going to go through a messy middle, but realize you're going to get better the more you do it. And that's Just the fact of the matter. So, Devin, let's dive into, like, a kind of closing and wrapping this bad boy up. If you could encourage brands to, I'll say, rethink who could and should be on camera. And the reason I'm asking this is because there once was a day where there were very limited amount of humans on the HubSpot YouTube channel. Channel. It was like, for the select chosen few for a while. And I was like, this doesn't ever make any sense to me now. That's not the case. I've seen Adri, I've seen Jory. I've seen you. I've seen Kyle. Like, now all of a sudden, it's a plethora of humans, even for us. Like, when I was creating videos before, was anybody else create? No, it was like the George show, and I hated it. At Sidekick Strategies, Jorge's doing tutorials, I'm doing tutorials. Like, we're. We're both doing content because there needs to be more faces. So what. How would you get organizations to rethink how who could and should be on camera and be in the videos for their YouTube business strategy?

People with charisma, getting someone on screen who is good at being on screen. And they don't have to be good at first. They just have to be promising because the more time you do it, the better you get at it. So it's not always the subject matter expert who needs to be the person on the screen. A lot of times I will see someone on the screen who just makes me want to fall asleep, even though they clearly know their stuff. Depending on the types of content, you can write out a script and have someone else do it. Like, full disclosure, a lot of the AI products that I was demonstrating on the YouTube page didn't know how to use until it came time for me to make the video. And so we're learning together, but that doesn't mean that I can't make a video about it. Like, George said something he learned 10 minutes ago. If you turn around and speak it with confidence, you can be an expert.

Love it. Love it. Yeah, it's. I think, yeah.

Real quick. Saleem said we get that challenge a lot. Any tips on how to recognize a potential talent? Find out if any of your people are ex theater kids, theater kids, ex choir kids, any of those performing. If they've done it before, just try it out.

Yeah. Yeah, I like that. And then where I wanted to go with that and what I was gonna just kind of double down on what you're talking about is. Let me think about this, okay? I need people who are used to being in front of people. Okay. I need people who might have done virtual meetings to talk to those people, AKA a webcam or camera. Okay? I need people who like to talk and they're good at talking. Okay, sweet. I think I understand who it might need to be. Yes. Sales teams. Sales teams could probably be using some of their time to create videos. And let me explain why. Not only because they're good at talking and they're good with humans and they've been in front of cameras because of virtual meetings, but because they're the ones that need to earn the trust. They're the ones that need the reciprocity. They're the ones that, if they realize they spend a little bit of time doing some marketing by creating some valuable videos that lived on YouTube, would close more sales than they could ever imagine in their life. Trust me, I know this to be true because I didn't realize I was being a salesperson on camera for the last 10 years. But when I started a business, I had been being a sales guy on camera for the last 10 years. Devin, what has been harder than you thought it would be with YouTube videos and what has been easier than you thought it would be?

The easiest part for me is editing. I thought it was going to be harder than what it is, but editing, especially with the tools that are out there, it's called non linear editing. You don't need to know that doesn't matter. But with the tools that are out there right now, editing is far and away easier than it was during the days of film where you had to use scissors. And that. That's not what's happening. I mean, you're literally. I want to take this part and then I want to take this part and I'll put them together. And now the two parts play back to back. Yay. And it's like after that, it's just. It comes with practice. I'd say the hardest thing has been coming up with just content in general. There have been times when I've just had to just sit in front of the camera and just start ranting because I couldn't think of what I wanted to say and write down. And most of those turn out okay. But a well thought out script is definitely the best way to go.

Yeah, mine is almost like a subsection maybe of what you just said. As far as, like, what I have found to be difficult is the actual research to, like, what video I should create that would get the maximum impact, because I've always been the guy who is like, ooh, shiny, cool thing. New video. Ooh, new functionality, new video. Didn't look at the search history, didn't care if people were looking for it. Just like, here's this thing. And so I never ran out of ideas, but I was putting a lot of ideas out there that hadn't gone through the, like, we need to see if anybody's searching that long tail keyword for HubSpot lists, performance, blah, blah, blah. Now I don't really still focus on that, which is terrible because that's the part that I find to be hard. I just want to create some dang videos. I just want to create some dang events. I want to create some content that people love and enjoy. Edutainment. Right? And that's the part that I found the easiest, is when I realized that it didn't have to be this buttoned up guy leaning against a brick wall showing everybody that he had three HubSpot certifications. Woo. I mean, there were only three back at that time, so it was something. But when I realized it didn't have to be that and I could be a happy, helpful, humble human and I could focus on creating entertaining content that just happened to educate you along the way, then creating videos just became easy and, and educating people became easy. Creating things of value versus focusing on viral became easy. All right, let's go ahead and close this out this episode. Devin, last question for you. What's the one way that you would challenge anybody watching this and have historical thoughts on YouTube or being a YouTuber versus business video and business video on YouTube. What's the one thing you would challenge them to think differently about YouTube going forward?

Focus on conversion rates. That's the big thing. Focus on conversion rates. Watch Mr. Beast videos about going viral. You'll find out that it had nothing to do with him giving away money. It's that he's a diligent student of the game. But yeah, think about conversion rates. Virility isn't everything.

Oh, I love that. I love that. Conversion rates, for me, here's the thing.

I'm sorry, virality, not virility. Virility, Very different things.

Yeah, those are different things. Yeah. But hey, you know, anyway, what I will do is I will say this because sometimes I feel like humans are afraid of their future potential success. And as you start out creating video and you start to create YouTube content and you start to hear people or see people saying things or commenting or all of that, just realize that it's okay to be awesome. It's okay to be seen. You don't have to stay in this little comfortable, you know, box that is your office or your home office or you are good enough for the world to see you. And that has been one of the things that I think has been amazing about the journey. You and I, we can both sit here and say that we have people that have watched these videos worldwide, in whatever place in time have we ever lived where we know that people from Madagascar, Australia, China, the Philippines, all over the world, even Atlanta or, you know, Denver, like, all over the world, people have seen our videos. We've been able to educate people. And it was because we didn't stick in our safe little area. We were willing to put ourselves out there. And that's what I want people to do, is how can I put myself out there? How can I put a dent in the universe? How can I impact my own life by adding value to others, by picking up some type of YouTube business video strategy? All right, I think that's a wrap. Devin, do you think that's a wrap?

I think it's wrapped pretty well.

Yeah, It's. It's hard to end the episode when we actually don't have Liz to, like, make fun of at the very end of it.