Generating 7-Figures From YouTube With Almost No Subscribers and No Ad Spend With Robert Gruler - I Love Marketing Episode #444

Let's say we have a very hyper targeted video with only a hundred views, but it's so specific, it's answering questions that 30% of those people call us and we keep that same conversion rate. Now we're getting nine clients for one video. So then we just duplicate that for all of our different product offerings, our product variations, and without putting in much more time, we're going to get three times the number of clients. And this is exactly what we have seen at our firm. This is not hypothetical, more or less. These are ballpark numbers that, that we are pulling from our own metrics.

If you'd like to join world renowned entrepreneurs at the next Genius Network event or want to learn more about Genius network, go to geniusnetwork.com so Robert Grohler.

Is a criminal defense lawyer and founding partner of the R and R Law Group, a Scottsdale based criminal defense law firm that helps good people charged with crimes fight their case and succeed in the criminal justice system. Robert's firm uses an under the radar strategy with YouTube generating seven figures in sales every year from highly targeted niche legal videos. In today's talk entitled the High value of lows, seven figures on YouTube with almost no subscribers, Robert shares the inner working of his firm's video marketing strategies. So please give it up for Robert Grohler.

The high value of low views is what I want to really focus on, how to generate seven figures from YouTube. So I am a lawyer by training, so, but I'm a marketer at heart. And we generate literally a million and a half to 2 million. We have no ad spend. All of this is done organically. We have no marketing costs outside of our production costs. So I want to show you how we do it. So the way we do it is we look at the traditional marketing funnel. Most of us are generating our content, our blogs, our videos, our landing pages for the very top level. We want to fight for that awareness, fighting for likes, shares, subscribers, emails. We want to get a little nugget of engagement and then we want to push them down the funnel until they turn into a client. What I'm proposing is we change that a little bit. So instead of creating content for the top of the funnel, let's create content for the people who we know need or want our help. We know they need or want our services. And so we're going to make videos specifically for these people. So how does this look? Sort of theoretically, let's say that every one of these people, every one of these blue dots is, is a person. This is the universe of all the people in the world. And what we're looking for are the red dots. The red dots are the people we want to sell our product or our services to. So the goal is to capture that red dot. When most people are making their content, they're doing it for the awareness part of the funnel. And their content looks like this. So they're reaching a big audience. That's highlighted here in green. Feels good. They get good numbers, they get really good metrics. It's exciting, it's a lot of fun. But I But not a lot of actual clients. The clients are in the red now. Sometimes you'll nab somebody. You'll produce your content. You'll capture somebody from your broad focused marketing. And there is some overlap there, but it's just not a very focused approach. There's another way you can do it. You can get a little bit narrower with your content so you can get more specific. You're going to capture some of those red dots. But for us specifically, sometimes we'll make focused videos for people that don't apply to us. They're not in our jurisdiction. So for us, say it's a DUI type of case. We make a video about DUIs. We get Arizona DUIs. It may also be interesting to somebody in Florida. Of course, we don't practice in Florida, so they're relevant to them, but they can't or they won't hire us. The best way to do it where the real money is made, is by having a very narrow focus on your videos. And I'm going to show you some examples of how we do this. We want to target those specific clients. You want to do a lot of these types of videos. You want to do it at volume. So here are some examples literally from our channel. This is two different videos I made. One got 46,000 views. We practice criminal defense law. I do a show called Watching the Watchers where I highlight police misconduct. I call out bad police. I call them bad po po on the show. I've been doing that since July 2019. Before. It was a cool invoke thing to do and it's been a lot of fun. I've been getting a lot of views relative to our chann, but really no clients. I talked about this officer. I talked about Ahmaud Arbery. Remember him? We're getting good views for our channel, but we're not getting any clients out of it because it's this type of marketing. It's interesting. People are on YouTube watching engaging, entertaining types of videos. It Captures a lot of attention, but not any clients. The narrower version of that is an example here where I'm talking about a specific DUI concept, but it's really a general DUI concept. So it applies to DUIs in Arizona, it applies to DUIs in New York City. And so some of them are our target clients. They're in the green. They're red dots in the green that we want. Some of them are not our target clients. And so really, the best way that we have found to do this for us is to get hyper specific. So this is the last example from our channel. But you can see here, this video only has 105 views. Not a lot. It's been up there for probably eight, eight, nine months. But it is highly specific. So every single person who watches this video, I can pretty much be assured they have a case that has criminal charges in Arizona out of this one particular court. I'm being highly, highly specific. In Arizona, we have 183 courts. I'm only talking about one court. It's a very small court. So I'm answering broadly that we do criminal charges. I'm answering specifically that we do criminal charges out of this one court. And we do it where in Arizona. This fosters a very, very deep, deep, deep connection because when people come and view this one video, they are getting exactly what they want. And there's nobody else in our market or in the country that's speaking about it. So another example would be like a Lexus dealership, right? So you want a Lexus, you want a car, you want a vehicle, you look for a dealership that sells the Lexus. It's very broad. We're answering what we do broadly. Okay, but do they sell the Lexus LS500? It's a little bit narrower. Yes, but does that Lexus LS500, is it the convertible model? Yes, it's even more narrow. Well, where is that dealership? Well, it's in North Scottsdale by the 101 and Scottsdale Road. So it's exactly what we're looking for. We're getting super specific. And it's this model here. And where are these people coming from? Well, they're not subscribers. We have less than 3,000 subscribers. We have maybe, maybe 2,600 right now. But. But 91% of the people on our channel are watching. They're not subscribing. 91% of the people of the Watch Time is non subscribers. So Watch Time is a better metric than subscribers. And they're finding our channel because all of these hyper specific videos are showing up on Google. So I typed in one particular court here. Three of my videos for even unrelated courts are showing up right on the first page of Google. Not paying any ads for that. And it's just Google is just scraping them and adding them in. We all know Google's number one search engine, YouTube is number two. So if they're not finding us on Google, they're finding us on YouTube. Now the key here is that you got to produce a lot of volume, a lot of videos. So I have probably 450, almost 500 videos in this format. And if you look through here, some of them have almost no views. I mean, you know, 8, 9, 15, 81, 55. This one's a big one, 488. But they're all very low views. And the reason why that is so valuable. Let's take a look. Here's why it works. Let's say you spend a lot of time, you focus on making one video that gets a ton of views. So we say we get 10,000 views, which would be, you know, astronomical for our channel. Let's say that maybe 1% of the people who watch it call because they, they're just not that interested in your specific offering or your topic. You get a hundred calls and let's say you have a great conversion rate even for that, which I would doubt. I think it's probably less than 30%. But you're going to get 30 clients out of that, out of that one video. Now if we really niche down and we do it this way, let's say we have a very hyper targeted video with only a hundred views, but it's so specific, it's answering questions that 30% of those people call us and we keep that same conversion rate. Now we're getting nine clients for one video. So then we just duplicate that for all of our different product offerings, our product variations, and without putting in much more time, we're going to get three times the number of clients. And this is exactly what we have seen at our firm. This is not hypothetical, more or less. These are, these are ballpark numbers that we are pulling from our own metrics. How do we do this? You got to do extreme batching. So I pulled that phrase I learned from Elko and you know, how do we do this? I've been doing it for a couple of years. I would do eight to 10 videos in one afternoon. My assistant Faith would prepare all of these and turn them over to me. Do you have to do different videos every single time. Not really. You don't have to rescript a video. For every single video, you create one template and you change only the things that you need to change. So here the yellow changes, but the green stays the same. You change your title, you change your description, your tags. The wiifm is what's in it for me? What is your audience? You know, what question are you answering, what problem are you solving?

And.

And then maybe you change one data point, but the videos are roughly the same. You just. Your results are going to be the same, your conversion offer is going to be the same, your intro outro, all your credentials, how long you've been doing this, it's all going to stay the same and you just need to just duplicate it a number of different times. So where do you start? One of the easiest places that I have found is just to find where other people are curating content. Here we've got different consumer guides, so I used a criminal law consumer guide. We've got asset protection, consumer health. People are already asking the questions. We just need to curate them and then spark some content creation ideas. Three keys to Success High specificity. Very, very highly specific. What are you doing broadly, but what are you doing specifically? Where are you doing it specifically? What problem specifically are you solving? Every video needs to have high value. So not the 90 second teasers, not the 2 minutes, 5 to 10 minutes is kind of the sweet spot that we have found to actually answer a question. And then you need to do high volume. So batch these things up. Extreme batching, outsource to the rest of your team and then the only thing that you need to do is get in front of the camera and hit that record button.

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