DON'T NICHE DOWN in 2022... Here's What You Should Do

Focusing on your niche here on YouTube may actually be hurting the opportunity to grow your YouTube channel. And in this video, I'm going to walk you through some exercises that you can do to really reframe the way you think about targeting your niche here on YouTube and what you should be doing instead. Welcome back. My name is Trina. If you are brand new here and on this channel, I focus all about creating content that helps you convert convert those viewers into subscribers or into money in your bank account. Here's the problem with Niching on YouTube. First of all, you are going to get burnout. I've been there. I have dreaded creating content on my YouTube channel because we've been fed this idea that you need to create what's working on your channel, find what's working on your channel and do it over and over again. Well, I don't want to talk about how to create a first YouTube video all the time. And that's what's doing well on my channel. Second thing, doing your niche all the time does is it exhausts your viewers. So those of you that have been with me for a while, you've got your YouTube channel up, it's running, and you don't want to hear from me how to create a first YouTube video. You're tired of me talking about that. And so you need to find this balance that is going to make you happy and it is going to make your audience happy. So it's not always about creating content for a niche. You want to start thinking about YouTube and who you're targeting on YouTube a little bit differently. Like I said, I am going to walk you through an exercise. You can see I've already done it. It's back there on that post it note. But you want to think of your YouTube content as a funnel and you're going to be hitting three people in that funnel. And the very last person that you're going to hit is your niche. So I do want to define these three things that we are going to be talking about in this funnel. We're going to be talking the top of the funnel is your target audience. The middle of the funnel is your ideal aud. And at the bottom is when you are hitting your niche, you're gonna do less videos around your niche, but those are the videos that are gonna make you money. This is what's really contributed to our agency and our process of creating strategies for our students, our clients. It's called the firework approach because we create one video each month or every five to six videos. That is for a niche and that video makes sales. And the reason why that video makes sales is because we hone in specifically on that audience wants. But then we need to get people to that video, then back it up out of this funnel to make sure we're getting more people through it. I know it seems kind of weird. I'm going to show you how it works in a minute. But your niche is very specific. Your niche is somebody that is solution aware knows you have the solution. You've nailed all of their objections for why they maybe shouldn't pick you, and they are the perfect fit for your audience. Look out in the YouTube world, if you're constantly creating content for that person, it's going to be hard for YouTube to find that. Because think about it. If you are a service provider and you want to hit a very specific person in the I help statement, right? I help women over the age of 40 live a healthier life by doing hiit workouts, right? That's a very niche audience. And you're not gonna be able to create videos on that topic all the time and find those people because they may not know hiit is the solution. So you've got to back it up out of the funnel. So that niche is the bottom of the funnel and it's that help statement and it's very specific. So to start getting people there, we need to back it up and think about our ideal viewer or our ideal client, student member. They're starting to get aware of the solution that you have. They are looking on YouTube for more specific questions about the solution you have. It's not your solution, but they're looking for a solution. Okay, let's use this health coach, right? They're starting to think about, okay, hit workouts. Maybe I try a hiit workout out. What is a hiit workout? They're starting to dabble in your specific niche, but they don't know what that niche is yet. Okay, again, I got examples. We're going to see this all here in a minute. Then you're going to broaden it out to your target audience is where you're going to start bringing people in, start making people aware, aware of the solution that you have. This is a less specific group of people. This is people that are trying to start working out. This is people that are trying to start getting healthy.

Right?

If you don't really understand who your niche is though, it can be hard to go up this funnel to start thinking about this broader topics that are bringing them to you, right? It's Constantly thinking up and down this funnel. Again, we're gonna walk through that. In fact, let's go ahead and do that exercise real quick because I think visually it will really nail down how this all works. And then keep watching because I'm gonna walk you through what should you do if you aren't sure who your. I really thought it'd be important to walk you through this exercise to really see how this can be broken down. Because I know target audience, ideal viewer, ideal client and niche is kind of confusing when you're getting started. And if you start in the Wrong Spot on YouTube, it could really affect the growth of your channel. Or if you stay honed in on one particular one of these, it could affect the growth of your channel too. So let's do this example. This is an example of a copywriter that we have as a client. Now. Her niche is specifically conversion and launch copy. So think sales page, think launch emails, that type of copywriting, that's very specific. And if she comes out of the gate just talking about launch copy, just talking about sales copy, first of all, she's going to burn out and be tired of talking about that all the time. And second of all, people may not know that is the solution to their problem. Right? She talks about this too, so I really got this from her. But they are not solution aware. They don't realize what you are talking about. What you have to offer is the solution. So you've got to back it way back up on their journey and think about the problems that they are having. So she is also a done for you agency. So she will literally do all the copy for you. And I've done with you education. So think courses, digital products that still is the same audience. This audience is still going to filter through here. Even though her ideal viewer for either one of these may be a little bit different, they're still in this world here. So she does not need two separate YouTube channels because the done for you person obviously is going to have a bigger budget and want you to just do it. They still may be. Or they may have an assistant or a business manager that is still on YouTube trying to figure out how to do something, how to convert more on their emails, how to get their sales page to convert more, which we're going to talk about later. So they are still on YouTube searching and you can still talk about that topic because that's your zone of genius. Whereas the done with you would be looking for the same things. Their solution is just a little bit different, but it's the same target audience, which is what we're going to talk about right here. So the very top of your funnel is what's going to allow you to reach more people. Get in front of people that have no idea you are the solution to their problem. They only know what problem that they're having right now in their business. So, okay, so your target audience is all up here. These types of videos you are going to want to create to reach a broader audience because they do not know what the solution is yet. But you really need to understand your audience because what pain points are they having that you can catch them and bring them into your world so you can take them through this journey to show them that you have the solution? Okay, so for this particular client, she's a copywriter for business owners, creative business owners. So some problems that her audience is having is maybe social media copy, right? Not specifically about launch copywriting, but she's starting to reach this audience that are business owners.

Right.

Her target audience that are having issues staying consistent with social media or knowing what to even say on social media, they may also be having the problem, which she did recently. Business finances, right? What should you be looking at? How should you be tracking it? So business finances, again, this is still hitting her target audience. These are business owners that are really trying to work hard on their business and they're trying to get their business to the next level. Business lessons learned, right? Or what I learned in 2021 running my business. These lessons learned really reach a broad audience too, because so many business owners like to hear about these lessons learned and they don't want to make those mistakes. Content planning. Not only is copywriting like social media copywriting, but content planning is huge. And you'll see that on my channel. That is one of the tactics that we have done to reach a broader audience. I, for so long have been stuck down here at the bottom of my funnel. That's why my channel has grown so slowly, because I'm focused on just YouTube content. Everybody is aware that YouTube could be the solution of their problem. So you can see this actually unfolding on my YouTube channel to date. Okay, so social media planning. Okay, so we get the idea. These top videos are what I like to call discoverable videos. They're meant to go out and reach new people and bring them into your world. Okay. These will likely get more views over time because they're going to reach a broader audience. So once you have these people in, you need to then get them to your solution. So the next part of the funnel is going to be creating content for your ideal client. That client that wants you to write all of that copy.

Right.

That member that you want to join your program that's going to show you how to do all of this.

Right.

So you brought these people in your target audience. Now you're bringing them down into ideal viewer or ideal client. Don't mind my sloppy writing. I'm on a door here. Okay, so we brought these people in. Now we really want to nail in on some of the problems that they are having to start introducing our solution. Remember, she's a conversion copywriter. So she's teaching people how to create website copy that converts the clients sales page copy that converts people to clients or to students or buying your digital products. Okay, so some videos that are going to fit right in here are videos like about page, like how to write your about page homepage, copywriting.

Right.

What should you be saying on your homepage to capture those people that come and convert to a new client or to convert to your webinar or to convert to your opt in. Maybe opt in pages or webinar pages.

Right.

What should you be saying in those to get more conversions now? Yes, these could also fit up here. You can see how this isn't going to reach as wide of an audience. We're starting to get into a very specific pain point that business owners have. Okay. You're bringing them to this by saying, here's the content planning piece of it, here's the financing piece of it, here's the lessons that I learned. And you can start dropping hints to like, oh, it's when I really nailed down my about page copy, or oh, it's when I really made sure my homepage was converting or my opt in page was converting.

Right.

You're starting to get really into the solution for their problem. Now let's talk about how we can balance this because she does does have a template on her page for a sales page. So let's say you want to create a video on a sales page, but you have a product, you have a course that teaches that. So we're going to put that here. So the way we specifically balance it for her is we think about the tip of the iceberg. You can give enough information on YouTube that they can find everywhere else.

Right?

You're going to go on YouTube, you're going to go on Google and you're going to find how to write a sales page or what to put on a sales page.

Okay.

So if you're not creating that content, somebody else is but what we do differently to balance what we say in the video versus what they pay for is in the video, we talk about the key elements to a sales page. So she talks about the sweet 16, the 16 elements to a sales page, and she talks about them.

Right?

These are the 16 elements. Then she has a template that they can buy that literally gives you exercises and swipe, copy and fill in the blank to help you write those 16 pieces. So you listen to the video that walks you through. Oh, you need these 16 pieces on your sales page, huh? I wonder if it would be easier for me to hire somebody out to do this, or I wonder if I could buy something that would help me speed up the process. You're starting to get them aware of the solution that you have here. Okay, so she's just going to talk about the 16 elements and then we could pitch them over to the sales page template that she has. All right, our last step now is down here where people are solution aware so they know your niche. So down here is your niche content. This is typically when you hear the I help statements. I help entrepreneurs create videos that convert to sales or I help creative entrepreneurs create copy that converts.

Right?

That is your niche. All right, We've had to do all of this up here to get people down into your niche. Because if you're just pushing to your niche, you have such a small opportunity to get in front of them. But since you're bringing all these people in, you're taking them down the journey to all the problems that they have, and you've solved them with YouTube videos. Now when they see you have this great, amazing solution, you're done for you agency or you're done with you course, now they're ready to buy. Now these also videos are going to have even less views than the ideal viewer.

Right?

These are the videos that are going to get more views off the bat because they're going to reach a broader audience. These are going to get a little bit less depending on what your ideal viewer is. But you're starting to get very honed in on the specific solution that you have. You don't necessarily have a business finance course. You don't specifically offer a service to help people get their business finances in order. You don't have like a content planning course.

Right.

But you've done this as a business owner. You've had this problem as a business owner, starting to relate to them as a business owner. Then you're bringing them down in here to more specific.

Right?

So this is again limiting the Reach potentially, because you're talking about the solutions that you may have or your zone of genius. Right this middle of the pie is your zone of genius about page copywriting, homepage copywriting. Then you have them all prepped and ready to hear about the solution that you have, that niche person. So I really like to throw in here sales videos. So I may talk very specifically about my video strategy academy program. I also like what I call our firework approach. We put our core videos and our firework approach here, and what our core videos do is it sends people off of YouTube. All of our other content are spark videos that send people to our core video, because our Spark videos make YouTube happy, because they're getting more views and they're recommending people to watch the core video. And then the core video hits a specific niche. So early in January, I did a video on how to set up a content plan.

All right?

This was a specific niche, a specific person that needed help getting their content plan created inside of Asana at the end of that video. Since I know that was my niche, that is where I zone, my zone of genius. I pitched my program, the prep system, and we made over a thousand dollars that first day. That video was live because it was hitting that niche audience, that audience that is really ready for the solution, and they realize that I have the solution. So hope this can kind of start to make sense how this all goes down. I'm going to do another example for a yoga teacher. Now, what you really need to figure out before you start thinking about this is what is your solution? What are you getting people build up down into? Are you doing yoga teaching, like classes, A membership site? Are you going to be a coach, like a fitness coach?

Right?

You really need to understand what your solution is and who is your audience that needs that solution. So for this particular example, we're going to use the niche women over the age of 40 with arthritis. This is very specific. And you're not going to put videos out to reach people, to get them here, here, just by posting that. So we need to think about problem aware. What is the problem your audience is currently having? You need to think about what is your solution to know what problems that they have. So again, if we're thinking about the niche is women over the age of 40 with arthritis is the niche. And our solution is we have a $27 membership that helps them feel better by following our steps. Okay, I'm just totally making this up. So we may want to think about up here, problem aware. Again, our target audience Audience is broad. So we are thinking maybe women how women over the age can eat healthy.

Right?

Because there are probably some ways that what you're eating in your food could affect your arthritis. So maybe like health hacks for women over the age of 40, you want to think about the problem that they're having in their 40s that is going to lead them to the solution. This membership site. So maybe how to stay consistent with exercising. Maybe you also talk about your favorite routines or your favorite exercises for women over the age of 40. See how you're starting to reach that target audience. Women over the age of 40 right now that are trying to get healthy. Then we're going to dive into your ideal viewer here.

All right, all right.

This is where we're going to start to get a little more specific. This is where we may want to start incorporating that arthritis word. So maybe we start adding favorite foods to lessen my arthritis. Again, this is not my zone of genius. This is me throwing things out. So food to help arthritis. Remember up here, we were just starting to talk to women over the age of 40 who were wanting to feel better, wanting to get more active. Now we're starting to talk to those women that have arthritis. Maybe here is also where you share one of your yoga routines. Start to think about what you're offering in your membership and start dripping out some of that here. And so maybe it's your five favorite exercises for arthritis. Remember here you were just talking to women over the age of 40. So that's who you've been attracting. Now you are taking these women over the age of 40 that you've attracted and you're starting to tell them, oh, listen here, I know if you have arthritis, you've got to approach this a little bit differently. So you're starting to bring them down the funnel. Okay, down here is your solution Aware, right? They realize you have a membership. So this is maybe something that you could do a video on. Five daily things you should do every day with arthritis.

Okay.

And then at the end, you're going to introduce the solution. Remember I talked about that content planning video that I did? This down here may be the daily routine to feel better with arthritis. And you start to say, this is what we do in our membership. Each week I send you these five things that you should be doing to stay healthy. That is how you're going to get them into this solution awareness. So there's daily activities, right? This is getting them to that I help statement. I help women over the age of 40 live a better Life with arthritis. So that's how you're going to bring them down this journey. And that's how you're going to really think about your YouTube content strategy and your overall YouTube strategy. Because if you're starting right here, it's going to be hard to reach people. These people may not even be searching that yet because they may not even realize that exists on YouTube or that exists as a solution yet. The same thing with a copywriter, they may not even realize this Paris framework exists, but it could really change the way they write copy. So you got to track it all the way back up here to really get into their mindset. That's why understanding your target audience is so important. Get into their mindset and start solving their problems so that they can get to the point where they realize you are the solution. Whether it's your channel or your offer, your services, your product. Question for you now that you kind of understand what this looks like. Do you currently have a niche? Like are you honed in down on the solution aware or do you just have a target audience? Either way, fancy. Let me know down in the comments, what is your target audience? What is your niche? I would love to know if you have that solidified or if you're still working on it. So say still working on it or let me know down in the comments below so you can start to see why this exercise really helps you out so you don't burn out so quickly on YouTube talking about the same crap again and again. It doesn't burn your audience out. So here's the exercise that I would do for you right now. If you're still trying to figure out your niche. First of all, create some videos. Okay, go put up six to eight videos and see first of all what type of content that you like to create. Create your multi passionate. You're not sure what you want to do yet. You don't even have a business model in place yet. Okay, you are trying to figure this all out. You're just getting started. Put some videos up, see what you liked, creating which video topics were easier for you to talk about and Then see what YouTube starts serving up to people. See what people on YouTube start liking the most, what are they commenting on, what are they watching more. Then you can come back and reevaluate once you have solid data how you can take this data and move forward with zoning in on a niche and thinking about what you could ultimately sell this person or offer this person to help you build a business model off of YouTube. Now I do Highly recommend you create some videos on YouTube to start to feel what is good for you. But what you could do is start dumping all your ideas down. There are usually two types of people that I work with, people who have loads of ideas and people who have no idea. So if you've got loads of ideas, just start dumping all your ideas down and start to see if some of them fall into categories. If you start to see a reoccurring trend in a couple of them and you're starting to see different types of categories, which categories are you finding? It's easiest to come up with video ideas. If you see one really easily, that could potentially be your niche. That could be what you could hone in on and think about a solution that you have that you could offer your viewers down at the bottom of the funnel and then that's going to help you start working up the funnel. Either way, either exercise, whether you just put six to eight videos up, or you start to brain dump and see which you are more passionate about, is going to help you really figure out what direction you are going to take your YouTube channel. Now that you understand a new way to approach YouTube with this niche tactic, if you're ready to really grow on YouTube, you need to watch that's on your screen right now. I'm going to walk you through exactly what you should be doing on YouTube in 2022. Whether you are just getting started from scratch or you're on YouTube and you're like, how the heck do I get to that next goal of mine? Watch that video because it's going to tell you exactly what you need to do.