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Interviews with top marketers sharing tactical tips, strategies, and lessons learned to help you grow your business. Hosted by Dave Gerhardt, founder of Exit Five, former CMO, and author of Founder Brand. Learn more at exitfive.com
Dave [0:00:01]: You're listening to The Dave Gerhardt Show.
Dave [0:00:17]: Hey It's me Dave.
Dave [0:00:17]: Real quick.
Dave [0:00:18]: I just wanna give you a heads
Dave [0:00:19]: up on something new.
Dave [0:00:20]: So we are on a mission here at Exit Five to be the number one resource for B2B marketers.
Dave [0:00:25]: And that means we need more people to help post podcast webinars and create content for us, and so I'm really excited because this interview that you're about to hear right now is the first one from Dasha.
Dave [0:00:35]: She is VP marketing at Proton AI.
Dave [0:00:38]: She's been my co-host on webinars here at Exit Five.
Dave [0:00:41]: And now she's going to be diving into our community.
Dave [0:00:43]: Our members, are subscribers are listeners, and she's gonna be taking on a bunch of interviews as well.
Dave [0:00:48]: In addition to myself.
Dave [0:00:50]: I'm gonna still be doing interviews talking to VPs and CMOs in B2B marketing, but we need more horsepower.
Dave [0:00:55]: Dasha is an awesome OG member of our community and she has now signed up to do a bunch of interviews with us.
Dave [0:01:01]: So Enjoy this conversation with Dasha.
Dave [0:01:04]: She's gonna be another voice in your ear, bringing you B2B to marketing, knowledge, expertise, wisdom insights.
Dave [0:01:11]: Make sure you go and connect with her on Linkedin, so you can find her there and also bunk her with guests you wanna hear from topics you wanna hear about questions and more.
Dave [0:01:20]: Here's Dasha.
Dasha [0:01:21]: My guest today is someone who thinks Youtube is the hedge against AI slot.
Dasha [0:01:25]: His name's Samu Kovács, and he runs a B2B Youtube agency.
Dasha [0:01:29]: Because whole argument is that Youtube is the one channel where you can't fake your way in.
Dasha [0:01:34]: Today, just know anyone can spin up a Linkedin post in thirty seconds with AI, but nobody can fake actually knowing something on camera.
Dasha [0:01:42]: Which means that Youtube is the channel that gets harder for competitors to copy.
Dasha [0:01:46]: So today we get into all of it.
Dasha [0:01:48]: The exact research process he uses to pick topics, the ingredients of a script that actually converts, the hook, the body, where to put your call to actions, How he's using AI every step down to the specific AI models, and what to realistically expect in the first ninety days, so you know whether your Youtube strategy is actually working.
Dasha [0:02:08]: Let's get into it, enjoy our conversation.
Dasha [0:02:11]: Samu, welcome to the pod, excited to chat with you today.
Dasha [0:02:15]: How's it going?
Samu [0:02:16]: I'm really great.
Samu [0:02:17]: And, yeah.
Samu [0:02:17]: Thank you for having me.
Dasha [0:02:19]: Of course.
Dasha [0:02:19]: So you run an agency helping B2B companies stand up Youtube channels.
Dasha [0:02:25]: Talk to me about that.
Dasha [0:02:27]: What's that all about?
Samu [0:02:29]: Yeah.
Samu [0:02:29]: Exactly.
Samu [0:02:29]: So there aren't many Youtube areas for B2B to specifically, so we are kind of in a good spot where we have like, with case studies that we've luckily built up over the last couple years.
Samu [0:02:38]: But, yeah, we are B2B Youtube areas Focusing on how B2B to Saas companies and also basically to service companies can use Youtube in a way where they can build their authority become the go to expert and naming their niche, and then also just directly generate least from an actual...
Samu [0:02:53]: An actual business result.
Samu [0:02:54]: So yeah, that's our bread and butter.
Dasha [0:02:58]: What type of company typically brings you in?
Dasha [0:03:00]: Like, add some color?
Samu [0:03:02]: Yeah.
Samu [0:03:02]: So most of our clients, there's a couple of different types of clients we work with.
Samu [0:03:06]: Some of our clients are, like founder brands.
Samu [0:03:08]: Or, like, if you think about someone like, you know, Adam Robinson, for example, is one of our biggest sort of names that we work with.
Samu [0:03:15]: He's like, a huge founder brand in the B2b space and are couple of other founder brands that we work with, many founder led businesses.
Samu [0:03:21]: So that's a big one.
Samu [0:03:22]: But on the other hand, we also work with, like, actual, like, you know, businesses with a marketing team when there's no, like, real founder on the top or the the one leading it.
Samu [0:03:30]: It's more so just a a regular business in those cases it's Saas companies, but sometimes also b2b agencies and service companies as well.
Dasha [0:03:38]: How did you get into all this?
Dasha [0:03:39]: You just woke up one day and said I'm gonna start this Youtube agency?
Dasha [0:03:42]: Like, how did you get into this?
Samu [0:03:44]: Yeah.
Samu [0:03:44]: I mean, it was, like, a bit more than four years ago when I was, like, just in my room in my parents house, and I didn't want to go college.
Samu [0:03:51]: So I was like, I to do something, and I knew a bit of video editing.
Samu [0:03:54]: So I was like, hey.
Samu [0:03:55]: Let me try that.
Samu [0:03:55]: Let me become a freelance editor.
Samu [0:03:57]: So one thing led to the other, I I got, like, huge youtube more, and then I got introduced to, like, the whole B2B beaver, and I was like, hey.
Samu [0:04:04]: No one is really, like specializing.
Samu [0:04:05]: E you for B2b.
Samu [0:04:07]: So why the I going there and kind of dominated space.
Samu [0:04:09]: So, yeah, that's what's the last couple of years have been about?
Dasha [0:04:13]: And now we're here.
Dasha [0:04:13]: So it worked out.
Dasha [0:04:14]: Exactly.
Dasha [0:04:15]: Zooming out, I'm a VP of marketing at a company and I remember joining four years and thinking, okay, which channels do we need to be on and Youtube wasn't kinda top of the list?
Dasha [0:04:28]: And I feel like that's pretty typical for your marketer.
Dasha [0:04:31]: Why do you think that Youtube feels scary or unfamiliar to so many B2b B2B marketers today.
Samu [0:04:40]: Yeah.
Samu [0:04:40]: So what I've been seeing is that nobody in we knows how to do Youtube?
Samu [0:04:43]: Because, I mean, if we look around, like, stuff like SEO stuff like, linkedin content, stuff, like, paid media all that stuff outbound.
Samu [0:04:50]: They've been around for, like, a long time.
Samu [0:04:53]: And, of course, maybe be evolved.
Samu [0:04:54]: But, like, it's kind of the usual stuff, B2b to business try to...
Samu [0:04:58]: You know, we can go to market with their marketing.
Samu [0:05:00]: But usually something that is pretty new, like, for the longest time, like, people were just thinking of Youtube as a B2B platform.
Samu [0:05:06]: Now over the last couple of years it kind of shifted.
Samu [0:05:08]: So like the B2B to the aspect is more and more common they're more more B2B to become.
Samu [0:05:12]: Are using it.
Samu [0:05:13]: So they're breaking up.
Samu [0:05:13]: But it's still like because of the delay.
Samu [0:05:15]: There's very few, like, even people marketers who understand how to do Youtube well?
Samu [0:05:20]: It's always like, a dark scary sort of, like, platform where, like, nobody really knows, like, how to do properly.
Dasha [0:05:26]: How do you stay up to today?
Dasha [0:05:27]: Like, where it does a marketer go to learn?
Dasha [0:05:29]: How to do Youtube well?
Dasha [0:05:31]: Specifically, I guess,
Samu [0:05:33]: in B2b.
Samu [0:05:33]: Yeah I mean it's not easy.
Samu [0:05:35]: Like, I mean, for us, like, we work with, like, forty, forty five clients like activities.
Samu [0:05:38]: So we want that Youtube channel, we look at the results every single month every single week.
Samu [0:05:42]: So we're seeing, like, all those videos and it's...
Samu [0:05:44]: This way is very easy to stay up today.
Samu [0:05:46]: He was working.
Samu [0:05:46]: Of course, we also look at, like, a bunch of other, like, not just on clients, but a lot of other channels seeing okay.
Samu [0:05:52]: What's working that doing just research constantly.
Samu [0:05:53]: But I mean, for a marketer who's is, like, really not, like, a Youtube specialist.
Samu [0:05:57]: There isn't many places.
Samu [0:05:59]: I'm gonna say, like, my Youtube channel and the recent breakdowns I've been doing is, I think that's the most helpful place to kind of get started.
Samu [0:06:05]: But usually, like, once you start actually doing it, like, trying it, that's where you can learn most easily.
Samu [0:06:10]: Not enough to just watch, you know, you could be as about it.
Dasha [0:06:14]: Yes.
Dasha [0:06:14]: I watched a few of your Youtube breakdowns and they're good, we'll put them in the show notes.
Dasha [0:06:18]: It looks like a lot of it is just, like, seeing what's working and then applying it to whatever industry that you're working with, which will get into in a little bit.
Dasha [0:06:26]: Okay.
Dasha [0:06:26]: Well, when a company does Youtube well when they figure it out, what impact does it have?
Dasha [0:06:32]: What can you expect if you get this right?
Dasha [0:06:35]: Is there something that changes about your close rate?
Dasha [0:06:38]: Is it something that changes what your sales cycle?
Dasha [0:06:40]: Something else Like, what should I expect if I nail my Youtube strategy?
Samu [0:06:44]: Yeah.
Samu [0:06:44]: Definitely.
Samu [0:06:44]: So there's direct benefits, and then there's indirect benefits.
Samu [0:06:48]: So I'll also start with the direct one.
Samu [0:06:49]: For most b2b companies.
Samu [0:06:51]: There's a be enough portion of their audience, actively watching Youtube and being on Youtube.
Samu [0:06:57]: So you can definitely go there and start ranking for those keywords, those topics and coming up for those topics that your Ic is really want to learn about want to get more information on.
Samu [0:07:06]: And that way you're able to get in front of them, they will trust you through watching the content.
Samu [0:07:09]: And then if you do everything via out, I'm assuming you will get in this conversation of how to actually turn them into lease, If you do every step right, you can actually turn that traffic into sign ups into book demos, depending on like, what niche you're in, like, the Youtube can be driving anywhere from, like, ten, twenty plus demos per month or, you know, multiple to two thousands of sign ups.
Samu [0:07:27]: With the top companies so, like, really nail Youtube can go anywhere, like, you know, the hundreds of sign up for demos per month, which is, like, kind of the the top of it.
Samu [0:07:35]: But that's the direct benefit of it.
Samu [0:07:37]: If you build that out, you can perfectly serve, like an inbound channel, But then on the other hand, there's a lot of, like, indirect benefits.
Samu [0:07:43]: One of them is just, like, dealing your for a routine your space, and that kind of has an effect on all the other channels that you're running, like, when you're the company or the person who's coming up for, like a very specific niche.
Samu [0:07:53]: On Youtube constantly, then, of course, translation to Google into Labs because, like, you youtube videos get picked up there.
Samu [0:07:59]: Everyone will start, like, knowing your name seeing your face.
Samu [0:08:02]: Everyone who is, let's say following your on Linkedin or is on your email list or seeing your SEO blog they will run into those Youtube videos get a lot more nurtured.
Samu [0:08:10]: And throughout our clients, what we see always is that when we nail Youtube, all of their channel starts working better, we see higher trust, warmer prospects, people understand what they, you know, do and talk about they know their brand that, like, they trust them and sales cycles are the shorter their close rates are higher.
Samu [0:08:28]: So yeah all of those are great stuff, so that's kind of two ways I'm always thinking about Youtube.
Dasha [0:08:33]: In terms of how marketers should be thinking about the role that Youtube plays, in the funnel?
Dasha [0:08:39]: What is your philosophy?
Dasha [0:08:41]: Is it more top of funnel?
Dasha [0:08:42]: Is it middle funnel?
Dasha [0:08:44]: Is a way to nurture?
Dasha [0:08:45]: Is it both?
Dasha [0:08:46]: Like, how are you thinking about that?
Dasha [0:08:47]: Or how are you getting your clients to think about it when they first start their Youtube journey.
Samu [0:08:54]: Yeah.
Samu [0:08:54]: Definitely both, and it also depends on like what niche you're in because, like, there are some industries especially in the very, like, specific b2b niches where it's like, it's so niche and we have a such a small total addressable market.
Samu [0:09:05]: That, like, Youtube want can't really become, like a channel that will get you, like, all those customers, you're probably in a niche where, like, you're doing something like a account based marketing thing or something like that because they are like such a especially personal, it knows very, like, specific niches.
Samu [0:09:19]: Youtube be more so, like, the middle of funnel bottom of funnel place where you can, like, nurture these people prove that you're actually that real architecture an expert you can provide values to them.
Samu [0:09:27]: But you won't get that, like, top of funnel, sort of awareness new traffic coming in just because, like, you really should have, like, a couple hundred couple thousand Ict in the entire planet, you won't do this with Youtube.
Samu [0:09:37]: We won't probably do this sweet with Linkedin organic content.
Samu [0:09:40]: You have to like, go to Ad or stuff like that.
Samu [0:09:42]: But for, like, the ninety seven percent or ninety five percent of order B2B companies, Youtube can perfectly be a top of funnel channel as well.
Samu [0:09:50]: Generally at the start when, let's say you're a beef company, you have, like, marketing channels working, but you're starting Youtube from zero.
Samu [0:09:56]: In the first couple of months, it's a lot easier to get an Roi just by using it as a middle of funnel.
Samu [0:10:01]: Place because you already have, like, people in your audience, probably on your Linkedin or maybe the founder Linkedin, maybe you have an email is, maybe blogs are already working so just by, like, implementing Youtube as, like, a mid loop funnel so that those people will come through those channels or able to watch your Youtube videos, if use just a quick win to just, you know, get them more should get a quick win and see, okay, They are watching Youtube videos getting value, close rates or higher etcetera.
Samu [0:10:23]: And then while you're doing this, you're able to like, stack and heavy youtube compounded in way where, like, after three or four months.
Samu [0:10:30]: It can actually start bringing in only its own like new eyeballs and, like, it actually leads demo sign ups, and that's where, like, the top of funnel aspect then that really kick in.
Samu [0:10:38]: And after that it's just, like, it does everything.
Dasha [0:10:41]: Is a reminds of best sting.
Dasha [0:10:43]: Like, at first, you're, like, is this working, and then all of a sudden, you've got compound interest and you're like holy smokes, compared to, like, Linkedin where you've got content that, you know, lives in the Internet for a few minutes and then or not a few But, like, a day or so you get traffic and then it kinda dies and you're on to the next.
Dasha [0:10:58]: I feel like Youtube's kind of the opposite that you might not see anything for a few days, and then it actually helps expedite via other videos.
Dasha [0:11:05]: I wanna double click on something you said about the niche and the size of your audience.
Dasha [0:11:09]: When you deal with a client and they're maybe...
Dasha [0:11:12]: I don't know Let's say vertical Saas.
Dasha [0:11:14]: They have a pretty small Tam, or are you saying kinda don't bother or you just changing how they think about Youtube as a channel.
Dasha [0:11:21]: I guess my question more broadly, is there such thing as two niche or too small of an audience for Youtube to matter?
Samu [0:11:29]: Yes.
Samu [0:11:29]: There is.
Samu [0:11:29]: I would say, like, you have to just have the right expectations going into it, like, with everything.
Samu [0:11:33]: If you're like a vertical saas, like Super niche, you won't great to youtube channel with videos that will get, like, hundreds of thousands of views, not even like probably thousands.
Samu [0:11:41]: You will get, like, very, very specific videos that will get, like, maybe a couple on new views.
Samu [0:11:45]: And you can use those and am, you know, depending on your niche.
Samu [0:11:49]: And probably get some new leads, but, like, for most of these types of companies, Youtube, videos will be just used as, like a mechanism from all the other least they would get from different channels, but all the other company, which is the majority, they can perfectly, like, Yeah.
Samu [0:12:03]: Use videos and Youtube as well to just, like, get new eyeballs in the ecosystem and then generate least from that.
Samu [0:12:09]: So I would say for most like nineteen ninety five percent of, you know, maybe marketers or these companies watching this.
Samu [0:12:15]: Definitely Youtube can become, like, a reliable channel also, in terms of expectations, it might be that, like, you will only get a couple hundreds couple thousand views per video and it's completely fine because if those are targeted usually for most B2b companies.
Samu [0:12:26]: It's a really really good number that they can actually convert into leads and then they can be very content with this.
Samu [0:12:32]: You don't have to just, like, look at those big Youtube channels which, like, majority of them are B2B to c and, See that they getting hundreds of tons of using and get this discourage if you don't do that because, like, you're completely different from B2B to business.
Samu [0:12:43]: So, yeah, that's kind of mindset shift.
Samu [0:12:45]: I'm saying that, like, most companies need to have it just have the realistic expectation and know what you can get out the issue.
Dasha [0:12:51]: Right.
Dasha [0:12:51]: Like, even a small number of viewers if their high intent could be worthwhile.
Samu [0:12:56]: Yeah.
Samu [0:12:56]: I mean, we literally, like, have clients where, like, those one client where we uploaded a video he's, like in the Saas, so he works with other Saas companies.
Samu [0:13:03]: And the upload uploaded did the video that got, like, I believe now it's at around, like, two thousand views, but, like, it was just getting a couple of hundred in the first few months.
Samu [0:13:11]: And it was essentially booking, like, multiple sales calls every single week.
Samu [0:13:15]: Like that's a video alone for that client.
Samu [0:13:17]: That and was literally usually just getting like a couple hundred views at the very beginning.
Samu [0:13:20]: So that goes to show that if targets people and the right way and there's high enough intent, and you make the right video mail every part of the process, like, there's no reason why you can successfully generate even with a couple hundred views.
Dasha [0:13:33]: Well then let's get into the process.
Dasha [0:13:35]: How do you do it?
Dasha [0:13:37]: What is the process?
Dasha [0:13:37]: Let's say I'm convinced I wanna to get on Youtube Maybe Haven't even gotten my leadership team bought in.
Dasha [0:13:43]: How do I start doing this and do it in the right way where I'm not flop.
Samu [0:13:49]: Yeah.
Samu [0:13:49]: For sure So the first part is just the research like, that's always what we start with.
Samu [0:13:52]: The very first thing that we do personally with our clients and, like, of course, any other Saas companies should do that is to get it very clear on...
Samu [0:14:00]: Like, first of all, who they want to target with their Ic, what are their pain points that they have what are really like the desired outcomes that those people want to get to what problems you're are solving for.
Samu [0:14:09]: All of this nitty gritty customer research.
Samu [0:14:11]: That's what we start with.
Samu [0:14:12]: That's what we gather from our clients.
Samu [0:14:14]: But, you know, if you're a weekly company, Just want to get clear on that and kind of have that in a structured way because that will be needed for the research to be effective to be able to come up with the right have content plan that actually attracts these, you know, right type of people, and then also speaks to them, obsessed, them, etcetera, So once we have that data from our clients, we then go into our own Youtube research.
Samu [0:14:35]: So what this looks like and share my screen in a second.
Samu [0:14:38]: But we are looking at, like, hundreds of Youtube videos, we issue like, creating hundreds of the youtube videos.
Samu [0:14:45]: You have, like, a proprietary tool for this, but, like, you know, you can use a lot of different.
Samu [0:14:48]: You can even do manually.
Samu [0:14:50]: Of course, with AI it helps a lot.
Samu [0:14:52]: I won't go super deep into this, like, sheet.
Samu [0:14:54]: It might look a little bit overwhelming, but it's just all the numbers of the used.
Samu [0:14:58]: Of videos and specific niches.
Samu [0:15:00]: And most importantly, what we're are looking at is the highest performing videos.
Samu [0:15:03]: So like, common themes across the highest performing videos in all these different adjacent niches.
Samu [0:15:08]: So what we're looking at is proven formats, common titles, common thumbnails, common topics and really from there, what we do is we take those and then adopt it for our specific client because what we don't want to do is we don't want to create a strategy, like, fully from zero just trying to guess.
Samu [0:15:24]: We're want to just strictly look at the data.
Samu [0:15:26]: Again, like, literally hundreds of videos that have performed extremely well, like, above average.
Samu [0:15:31]: And then that's what we use to them, okay.
Samu [0:15:34]: Adapt the things that matter for our client.
Samu [0:15:36]: And we just create the full unity unique strategy, but that is based on the data that we are seeing.
Samu [0:15:40]: Very important to know that, like, we don't copy any video.
Samu [0:15:43]: Like, we don't want to copy things.
Samu [0:15:45]: We want to look at the data and the proven formats, and then actual content of the video is completely unique because our client is in a unique niche.
Samu [0:15:52]: You know, they have the specific expertise especially talking points.
Samu [0:15:55]: So like, all those will be in the video, but we are looking at the packaging and what's proving to work there.
Samu [0:16:00]: So that's the first step of the process.
Dasha [0:16:03]: Can you bring back your sheet?
Dasha [0:16:04]: I wanna ask you a few questions about it.
Dasha [0:16:06]: So Samu is sharing a spreadsheet?
Dasha [0:16:09]: It's literally a Google Sheet and You've got the thumbnail of the video, the title, how many views it has the score is the score something that you...
Dasha [0:16:19]: Like, your internal system is is a sign
Samu [0:16:22]: That's internal thing is...
Samu [0:16:23]: Scored like, an outlier score, and it's a bit compliance.
Samu [0:16:27]: Basically the higher the score is the more of an outlier that video was, like, the battery perform compared to, like, the channel leverage.
Samu [0:16:33]: We...
Samu [0:16:33]: This is a custom score, but we want to look at, like, a score at least above, like, two to three.
Samu [0:16:38]: Of course, the more the better.
Samu [0:16:39]: But yeah, we have all kinds of data hear.
Samu [0:16:41]: The most important thing we're are looking at is, like, views, score as well, but also, like the date when it was uploaded how long ago it was also the types of videos so like we're looking at the thumbnail of the title.
Samu [0:16:51]: And they really like how we, like then structure these new ideas.
Dasha [0:16:56]: Maybe a silly question, but why it does the date matter?
Samu [0:16:59]: Because in Youtube, especially nowadays with all the AI stuff like a lot of things are very much seasonal and, like, they stop working after their while, so like, Of course, there are a lot of evergreen topics, but we always want to look at, like, especially if it's about something like, AI cloud, etcetera.
Samu [0:17:12]: Like, these things just changed so fast that, like, something that works six months ago.
Samu [0:17:16]: Usually it's not the best thing to adapt, At least, we want to have, take it to the grain of sold.
Samu [0:17:21]: So we always look at that see if it's something that is still working or if it's something that just doesn't work anymore, because, yeah, there's a lot of stuff that goes kind of out outdated on Youtube.
Dasha [0:17:30]: Got it.
Dasha [0:17:30]: And then reverse engineer this for me.
Dasha [0:17:32]: So you would have put this spreadsheet together.
Dasha [0:17:34]: For what?
Dasha [0:17:35]: Like, what question were you trying to answer with this spreadsheet?
Dasha [0:17:38]: Or, like, how do you use it?
Samu [0:17:40]: Yeah.
Samu [0:17:40]: So this is our specific system, how we like to do this and we do this for all of our clients.
Samu [0:17:44]: Is like, our clients usually have, like a niche and specific.
Samu [0:17:47]: Keywords topics that they will talk about in our videos that we map out beforehand.
Samu [0:17:51]: And after that, we have our system where it just automatically scraped.
Samu [0:17:54]: First of all, a group of videos deals that are in that specific niche So, like, I believe, yeah, this was about, like, a SEO ish, and what we did, like, this step is, like the niche outliers.
Samu [0:18:04]: So basically, outliers that are in the niche.
Samu [0:18:06]: So like, everything to do with SEO, you can see here, like, how to rank number one complete SEO SEO, Saas marketing also we went into that.
Samu [0:18:14]: And, of course, it's not perfect.
Samu [0:18:15]: Like there will be some videos that are really relevant, but it just scrape everything.
Samu [0:18:19]: All the best performers.
Samu [0:18:20]: And then what we'll also do in this case is like, okay, it was SEO for Saas.
Samu [0:18:24]: That was the main niche.
Samu [0:18:25]: Then we look at adjacent niches.
Samu [0:18:27]: So...
Samu [0:18:27]: I believe...
Samu [0:18:28]: Yeah.
Samu [0:18:29]: Like here in the keywords section, we can look at, like, okay, What Adjacent niche.
Samu [0:18:32]: This was, so like, this was called.
Samu [0:18:33]: This was get clients.
Samu [0:18:34]: This was keyword research.
Samu [0:18:36]: Was Linkedin marketing, AI marketing, as tutorial, I guess that's not super adjacent because it's the same thing, but Yeah, like these are the adjacent sort of keywords that we look at.
Samu [0:18:45]: So the theory behind it is that, okay.
Samu [0:18:48]: We have that niche, but the best outliers or best performing videos usually come when we look at a different similar niche.
Samu [0:18:53]: There was a huge best performing video, but nobody has done anything that specific niche.
Samu [0:18:57]: So we just...
Samu [0:18:58]: Are the first ones to adapt it.
Samu [0:18:59]: So in this case, we looked at, like, the best performers here.
Samu [0:19:02]: So what we can add adapt for our as specific client here was an SEO agency for Saas companies.
Samu [0:19:07]: And then if you take that, that that proven framework.
Samu [0:19:09]: There's a very high chance that this would work well.
Dasha [0:19:12]: And so what was the result?
Dasha [0:19:13]: Like, are you done working with the client?
Dasha [0:19:15]: Have you generated some videos from this?
Dasha [0:19:16]: What was the takeaway from putting this together?
Samu [0:19:19]: Yeah.
Samu [0:19:19]: I mean, we just did that, for example, this research is a fresh one.
Samu [0:19:22]: So I did that yeah yesterday.
Samu [0:19:23]: So, actually, because This is Sam Downing.
Samu [0:19:25]: He's a big, like, SEO guy on Linkedin as well.
Samu [0:19:28]: We've been running his Youtube channel for, like, two years at this point, one and a half two years, so he's like one of our longest clients.
Samu [0:19:33]: He's generated hundreds thousands of dollars from Youtube.
Samu [0:19:36]: But yeah, this was just done like yesterday.
Samu [0:19:38]: So there were a couple of ideas.
Samu [0:19:39]: I ended up presenting to him based on this research.
Samu [0:19:42]: So it's always like that in terms of our internal processes is like, we do this research We present the ideas that we think our best to our clients if they are all aligned, and then we just you know, stars scripting stud rest of the process that we'll talk about?
Dasha [0:19:54]: If I don't have your proprietary system, can I just pull this off with Claude?
Dasha [0:19:57]: Like, what I have Claude scrape Youtube, do I need a tool like Ahrefs or a sem rush, Like, what is a stack of a marketer that's not working with you guys look like?
Dasha [0:20:06]: To do to replicate something similar.
Samu [0:20:08]: Yeah.
Samu [0:20:08]: I would say at the start, I'll gonna do it manually.
Samu [0:20:10]: So, you know, you can do this perfect manually.
Samu [0:20:12]: You just put in like these keywords that you see here on Youtube on the search bar, and then see what comes up.
Samu [0:20:17]: And like, you can you just look get out like videos if you download something like a Bi, for example, it has the outlier score showed next to each of the videos like people will see exactly in the Youtube interface, so, like, you will see these, so you can very easily just distinguish which are the outliers, and then you can get the list.
Samu [0:20:32]: I'll definitely do that if you're, like, just getting into Youtube because you won't know how to be the system like this...
Samu [0:20:37]: You've never done it.
Samu [0:20:38]: Once we got into it, I like, did this process a couple of times then, Yeah.
Samu [0:20:42]: I would look into, like, we this with a quote code, for example.
Samu [0:20:44]: So we have quote code, and then I believe eighty five to scrape it.
Samu [0:20:48]: So, yeah, You can look into that.
Samu [0:20:49]: It's not super complex, but...
Samu [0:20:50]: Yeah.
Samu [0:20:50]: It's I'll definitely it manually and start.
Dasha [0:20:53]: Got it.
Dasha [0:20:53]: Yeah.
Dasha [0:20:53]: I think also the best way to learn something is to do it manually because if you don't know what you're doing manually, how are you supposed to build a system that automate it.
Dasha [0:21:01]: So I think that's a great takeaway.
Dasha [0:21:02]: Like start doing this manually.
Dasha [0:21:04]: You'll also get familiar with the videos as well, Like, by just being in there and clicking around, that makes a ton of sense.
Dasha [0:21:11]: Alright.
Dasha [0:21:12]: Cool.
Dasha [0:21:12]: If there's someone listening and they're like, you know what?
Dasha [0:21:15]: Like, I got it, but we've tried Youtube in the past and it didn't really work for us.
Dasha [0:21:20]: What do you say to that person?
Dasha [0:21:22]: And how do you know that something didn't work for a marketing team because of strategy problem?
Dasha [0:21:29]: Versus it being, like, a channel that just doesn't work for their business.
Samu [0:21:34]: Yeah.
Samu [0:21:34]: I would definitely ask, like, what was the specific strategy they were using for Youtube and also were they doing in house were they doing it to the...
Samu [0:21:40]: A Youtube agency, an expert?
Samu [0:21:42]: Because nine times out of standing the B2b space, like, people, marketers just don't know much about Youtube in order to, like, do it at a good enough level that can actually produce results and also combined with the fact that, like, Youtube is not the thing that will start working after two weeks, like, it each multiple months.
Samu [0:21:58]: Usually what ends up happening It's like, there's a lack of expertise or resources put into Youtube, and they try to reach house.
Samu [0:22:05]: They use it as a video search platform.
Samu [0:22:07]: They put up some videos, but then if nothing happens that you say, okay, Youtube didn't birth.
Samu [0:22:10]: Then generally, like, it's just because you didn't have someone that is actually a, like, a issue experts who does that and knows exactly how to do that on your team, you try to, you know, do it in house, they'd be higher an editor or some, like, cheap video agencies not specialize in Youtube for B2B to or something like that.
Samu [0:22:27]: Or the other thing is like you might not have given anything of runway because just like stuff like SEO, for example, you youtube be the same thing it needs.
Samu [0:22:35]: At least a couple of months of runway before you can start to see the results compounding.
Dasha [0:22:39]: In terms of the type of content to be publishing, like, let's say I have keyword, and I've done this research, and I have a spreadsheet like yours that I've built manually.
Dasha [0:22:47]: I'm killing it.
Dasha [0:22:49]: What next?
Dasha [0:22:49]: Like, how do I know what to actually put in the video?
Samu [0:22:52]: Yeah.
Samu [0:22:52]: So like, the next step in our process Is once we have Video ideas, we start scripting them.
Samu [0:22:56]: I mean, from us what we really want to do is, like, two things.
Samu [0:23:00]: So first, there's a a proven framework of how to do Youtube videos is, like, how to do the hook how to structure it, For example, for the hook, we always want to have, like, okay, what the video is about.
Samu [0:23:10]: Why people should stick around and also who we are, like, or we don't qualify to talk about it?
Samu [0:23:16]: Like, if you nail these three things, then that's a good hook and you also don't want to make it belong so you want to get it as short and concise as possible, while you're addressing these three things.
Samu [0:23:24]: That's about the who structure.
Samu [0:23:26]: There's a lot that goes into it, but, like, generally speaking you want to, like, have a structure for the video in the sense of, like, five steps or three lessons or stuff like that, Like, it wants packages you something like that because it's just easier to follow.
Samu [0:23:37]: Then you want to make the call actions at the right places.
Samu [0:23:39]: All of these are Youtube best practices.
Samu [0:23:41]: So that's a first part.
Samu [0:23:42]: But then you want to combine it with, like, the actual unique activities expertise, like the actual content that you will present in the videos because, you know, these are just frameworks, Youtube best practices, but then, you know, you have natural content that we will talk about there.
Samu [0:23:54]: So of course, that will be different for every company, how we do it personally, for our clients because of course, we I'm not experts in Danish is we just gather a lot of information from them, like, their existing content, maybe blogs, news newsletters needing post all that stop me, like, the great, get the main concepts that they usually talk about the frameworks they explain that point of view, and then we use those for every topic and adapt.
Samu [0:24:16]: Now there's always a case for our life, let's say, there's a video topic that we want to write to script about and our clients don't have, like, or existing content on those.
Samu [0:24:26]: So in that case, we like to have, you know one of their experts from their team, just answer a couple of questions to us and then we can take those answers and use it as, you know, writing the script and using this as the content.
Samu [0:24:35]: If I were...
Samu [0:24:37]: Yeah, Like, a B2b marketer in a team and I want to come up with, you know, Youtube content I really look at, like, what existing content that we have and then after that, like, who can I bring in from the team who is an expert who can like, give us that information that we need and then do you structured it for a an actual while working Youtube deal?
Dasha [0:24:53]: Something that I liked on your breakdown of how you're working with Adam Robinson is he obviously publishes on Linkedin a ton, and then you keep his top performing post, and you give him a script that is trained on his voice.
Dasha [0:25:04]: And then he just records on his own time of video based on that.
Dasha [0:25:08]: So talk about that, is that, like, a common mechanism you take per well performing content and you'd make it...
Dasha [0:25:15]: You rep package it for Youtube, essentially?
Samu [0:25:17]: Yeah Exactly.
Samu [0:25:18]: Like, a lot of our clients are already been on Linkedin or other platforms.
Samu [0:25:21]: So there's a very debate of what has already worked.
Samu [0:25:24]: And, of course, Youtube and linkedin are different.
Samu [0:25:25]: So we don't just like to take it and do the same thing on Youtube.
Samu [0:25:28]: But if there's, like a topic that currently, like, work with Linkedin, there's a very high chance that if feel up bit right on Youtube, it will also work.
Samu [0:25:35]: So, yeah, That's what we did for Adam, But, yeah, in terms of, like, copying his voice and, like, scraping all of his linkedin that's something we do for all of our clients, better they have linkedin impose or blog post.
Samu [0:25:45]: We just get all of that.
Samu [0:25:46]: Because then, like, if you have that, you know, with AI nowadays, of course, we use a lot of AI in our scripting process.
Samu [0:25:51]: We still have, like, a full script writing department with humans, but apart from that we use a lot of AI and because it's like super super helpful.
Samu [0:25:58]: If you have the right prompts.
Samu [0:25:59]: If you know how to make it not sound like an AI slot, and you make sure that, like, you're not using it for, like, writing or coming up with the content, but, like, more so just structuring it for Youtube because they never use the AI to come off with any content that would be just Pure AI slot that's what we are against.
Samu [0:26:14]: What we use AI for is, like structuring the videos and then actual content is always coming from our clients.
Samu [0:26:19]: That's how we make sure that, like, every video is, like, fully based on expert expertise and it's no AI slow.
Dasha [0:26:25]: I think it's a good call out for marketers because...
Dasha [0:26:27]: I mean, my first instinct as a marketer would be okay.
Dasha [0:26:31]: Maybe I'm interested in standing up a Youtube channel, but what are we gonna post about?
Dasha [0:26:35]: And I think for the marketer are listening to this?
Dasha [0:26:38]: If you've got a thought leader already or you've got a high performing blog You don't really need to reinvent the wheel.
Dasha [0:26:45]: You can take your content that's already performing and then just adapt it to Youtube, Like you kind of already have the evidence as to what's working.
Dasha [0:26:52]: You've got the numbers to back it up.
Dasha [0:26:54]: You could just convert that into a video first content following the hooks, following the structure that does well on Youtube, and you don't really have to create net new content per s.
Dasha [0:27:03]: Let's talk about AI slot.
Dasha [0:27:05]: I mean, AI slot is everywhere, Linkedin just announced this button where you can now report posts for being AI slot.
Dasha [0:27:12]: How do you think Youtube compares as it relates to AI slot?
Dasha [0:27:17]: Is there a lot of Swap on Youtube?
Dasha [0:27:19]: Is it AI slot free something in the middle?
Dasha [0:27:22]: How are you thinking about that?
Samu [0:27:24]: Yeah.
Samu [0:27:24]: We'd like to think of Youtube as the hedge against AI swap, like, for most companies like Linkedin is just the best example or I'll say the worst example, is the amount of AI so that there is there.
Samu [0:27:34]: It's, like, pretty crazy and like, people just call onto through it.
Samu [0:27:37]: Like, when you see these post, you don't even, like, read them anymore if it's on AI common same thing.
Samu [0:27:42]: What ends up happening is, like, the relevance of of these, this content just goes down because when everything is Asphalt, everyone is pumping out content, the barrier to entry is super low.
Samu [0:27:51]: And, like, that's why organic has just become consistently harder and harder to get results with.
Samu [0:27:57]: For, like, basically everyone out there, like, if you ask anyone, you know, has been posting over the last years, like, they will say the same thing.
Samu [0:28:02]: Youtube is kind of the magic again is that because with Youtube is completely different.
Samu [0:28:07]: Like, first of all, it's videos.
Samu [0:28:08]: So like, you can just, like, type in something into cloud and, like, have the full post generated because an actual video.
Samu [0:28:14]: Of course, there are these, like, video generation tools, but, like, no youtube video that is a high performing one is made through that, like, every hyper performing in Distributor video that people resonate, That actually works on the platform is a real video, you know, especially in the B2B to b, like, talking at educational space, like, every one of these hyper performing videos are from a real person who sit down records the video, and that's how it's made.
Samu [0:28:37]: So like, the barrier to entry is a lot higher.
Samu [0:28:39]: And, of course, you can still, let's say, like, create just an AI transcript script and then record that and upload to Youtube.
Samu [0:28:45]: But still, that's higher effort than just, like, having, you know, Linkedin post created in, like, thirty seconds, and also, it won't work on Youtube, it needs to be valuable.
Samu [0:28:55]: So if you are nailing Youtube, like that's the perfect hedging against AI slot because no one who'll be able to compete with you until they are actually putting in the effort of making sure the research is done well, making sure the content is actually valued will making sure your there is a person recording with the right tonality, telling stories really being yourself, all of these stuff make it, like impossible to just be able to copy with AI.
Samu [0:29:19]: So Linkedin is getting consumed by this.
Samu [0:29:21]: Youtube is a perfect camp place to go against this.
Dasha [0:29:24]: Do you have any examples of companies in B2b B2B space that are crushing it on Youtube?
Samu [0:29:31]: Yeah.
Samu [0:29:31]: I mean, I can show a couple of our clients for sure.
Samu [0:29:32]: But, one of the best examples.
Samu [0:29:35]: I can give you it's a pretty niche one, so it's in the cold email space, but one of our client is Taylor Har.
Samu [0:29:42]: He's decently big on linkedin on Youtube like we started when he was basically at, like, zero or like, five hundred subscribers and really what we did, I believe the first video that we did for him was this one.
Samu [0:29:55]: Right away, we can see, like, the views.
Samu [0:29:56]: Were very different compared to before working with us.
Samu [0:29:59]: And right away once...
Samu [0:30:00]: When we started, we you started pumping out videos every single week.
Samu [0:30:04]: Sharing his strategies, sharing the behind the scenes playbook, sharing his client results.
Samu [0:30:08]: We got this video, for example, that was just a complete outlier, like, it basically went mini viral that, like, the generation quote code space, generated him like, I believe forty plus calls in the first couple of days.
Samu [0:30:18]: Just this video, which is very, very crazy.
Samu [0:30:20]: It books around, like, thirty sales calls every single month from his Youtube.
Samu [0:30:24]: So, yeah.
Samu [0:30:25]: I mean, he's a really good example of, like, a b2b Youtube channel that is founder led and that is just super value first.
Samu [0:30:31]: Like, his videos...
Samu [0:30:32]: The reason they work so well.
Samu [0:30:34]: Of course, one reason is because we, like, do a good job of, like, optimizing everything, But the other thing is, like, he's super of his stuff.
Samu [0:30:40]: Like, he's one of the best at called email lead generation.
Samu [0:30:43]: So literally, like, all of his videos are about, like, the most groundbreaking newest strategies and just sharing those without any filter.
Samu [0:30:51]: So that's why it works so well.
Samu [0:30:53]: That's one of the things like Other B2B to B2B companies can take away.
Samu [0:30:57]: So that's a good example, of course, I can show for example, Adam Robinson well, similar thing there.
Samu [0:31:01]: Like he's sharing a lot of value.
Samu [0:31:03]: But I mean, yeah, this is what we are seeing is working best is, like, companies or personal or from the brands who are just keeping away everything and, like, making sure that content is valuable.
Dasha [0:31:12]: And as you share your screen, there's, like, stats, and that's because you've got that Vid faq plugin.
Samu [0:31:17]: Yes.
Samu [0:31:17]: That's because of that.
Dasha [0:31:18]: And, obviously, you're sharing this and he's got some videos before you guys started working together.
Dasha [0:31:22]: The reason that you think those weren't working is it that his, like, video setup wasn't as good.
Dasha [0:31:27]: He wasn't doing the, like hook format that you guys are suggesting, what was the I guess if you were to dis steal the before and after what is it?
Dasha [0:31:36]: Is it the substance?
Dasha [0:31:37]: Is it the format?
Dasha [0:31:38]: Is it the quality?
Samu [0:31:41]: So he actually made a link both about this kind of our work together.
Samu [0:31:45]: So, like, I spent twenty five k some three youtube agents agencies gave me nothing than me, Samu paid for himself ten connects in twenty eight days.
Samu [0:31:52]: So he brings down the whole process here what happened and his experience working with us, but also the youtube agencies he was working with before.
Samu [0:31:59]: And really what ended up happening.
Samu [0:32:02]: If you look at this channel, just pull it up before, like he was making these types of videos.
Samu [0:32:07]: So the problem with these was that, first of all, there was no structure behind the strategy.
Samu [0:32:12]: There was no signs of that research that I just show you before of, like, at scientifically, those hundreds of videos in his niche coming up with the right titles, etcetera.
Samu [0:32:21]: On the other hand, there was also, like, no optimization in terms of the.
Samu [0:32:24]: Like, these are really with a Youtube by, like, these are not the right thumbnails.
Samu [0:32:28]: There's a lot of things with them too much text out visual enough too confusing, etcetera.
Samu [0:32:32]: And then in terms of the content, it wasn't edited value on the structured well.
Samu [0:32:36]: Sure.
Samu [0:32:36]: He was still providing value, but that's just not enough in and nov itself.
Samu [0:32:39]: So that's why this weren't working also it wasn't super consistent.
Samu [0:32:42]: And then the biggest thing that he shares in this post is that, like, with those previous youtube agencies, the thing that they weren't able to do for him is like, actually stripped out the videos because they weren't using his existing content.
Samu [0:32:54]: They weren't able to take his linkedin post, for example, and, like, turn them into each youtube videos that work.
Samu [0:32:59]: We just, like, completely solve that.
Samu [0:33:01]: So, like, he just barely has to edit the scripts and Sit down record.
Samu [0:33:04]: And he's fooling in his voice fully valuable.
Samu [0:33:06]: So Yeah.
Samu [0:33:07]: Those are the main things.
Dasha [0:33:09]: In terms of consistency, what is...
Dasha [0:33:11]: I guess, fill in the blank.
Dasha [0:33:13]: If you're not willing to commit to blank, don't bother?
Dasha [0:33:16]: Is there such thing?
Dasha [0:33:18]: Like, if you don't publish once a week or once a month, Do you have to be able to commit to to see results?
Samu [0:33:24]: Yeah.
Samu [0:33:24]: The sweet spot is four videos per month.
Samu [0:33:26]: And that's what most of our clients do and that's just what's working best based on all of our numbers, but two videos per month is be starting point as well.
Samu [0:33:35]: You can get the ball rolling.
Samu [0:33:36]: It will be slow, but you can still louis you have clients who are generating demos, even be two videos per month, but, yeah, That where you want to get to these four videos per month.
Dasha [0:33:45]: Let's talk more about timeline.
Dasha [0:33:47]: You mentioned...
Dasha [0:33:47]: You kinda have to be willing to wait for Youtube to work, like, an investment strategy.
Dasha [0:33:52]: If I green light this, how long do I commit to testing Youtube before I'm allowed to judge whether it's effective or not for me?
Samu [0:34:02]: Yeah.
Samu [0:34:02]: It depends on a couple of factors.
Samu [0:34:03]: First of all, with guys like, Adam Taylor, like, we were just crushing right of the gate, like, in the first month.
Samu [0:34:09]: But that's like, not what we promised because, like, most companies will not be, like, Adam or, like, Taylor because, you know, adam and Taylor were, like, big only, you know already had to be following it's very easy to translate that into Youtube that, I just start having videos off.
Samu [0:34:21]: For most companies watching this, they will probably start from zero.
Samu [0:34:25]: They probably won't have, like, a huge idea solving them.
Samu [0:34:27]: For those companies, it it always takes at least ninety days so, like, start seeing the initial results from Youtube.
Samu [0:34:33]: So what that means is the three month market where we expect to see the first you know, one to two kind of leads coming in from Youtube, they want to sales or actual customers and revenue coming in from Youtube.
Samu [0:34:44]: And from there the fourth we've and six months.
Samu [0:34:47]: Is where it starts to become actually consistent.
Samu [0:34:50]: So, like, every single month.
Samu [0:34:51]: At first, it will be couple demos per month for, like, maybe five to ten sign ups per month.
Samu [0:34:55]: And then it consistently goes up because every video we upload it, it doesn't stop working.
Samu [0:35:00]: So we just stack more and more videos.
Samu [0:35:01]: And the more and more of these ever videos behind the scenes is getting views, the better it works, the better the lead generation machine works.
Samu [0:35:08]: So that's why it slowly ramps up there.
Samu [0:35:10]: But again, as I mentioned, like, even in the first couple of months, we of course, looking at the metrics inside Youtube's like views, impressions, all of that to see the upward trend if you're in...
Samu [0:35:20]: Going in the right direction because you don't want to just blindly commit for ninety days and, like, don't look at any data.
Samu [0:35:25]: But then on the other hand, like, As I said for most companies, if they have other marketing channels that are working, even in the first couple of months, they can start using the youtube videos as smart ways to shorten sell cycles, build more trust, nurture people before they get some demo, for example, all of those stuff.
Samu [0:35:39]: So those can be done even in the first couple of months and seeing results from there.
Dasha [0:35:44]: And when you're saying shorten the sales cycle.
Dasha [0:35:46]: Is that just, you know, you're working a sales deal and there's a relevant video that your founder or, whoever just recorded, and you have the Ae, send them that video saying, hey, like, you should go check this out.
Dasha [0:35:56]: We just recorded this as my help?
Dasha [0:35:58]: Or is there something bigger that you're thinking in terms of strategy to shorten the sales cycle?
Samu [0:36:03]: Yeah.
Samu [0:36:03]: This one really good way that, but there are also a lot of other rates that we implement So one of other ways, for example, if, you know, company books sales meetings or demos before the demo happens there can be an automated email going out with a couple of youtube videos to the prospect, and that really have them because even they watch, like, one or two, like, that's completely warms them off before, the call So, like, the call is rate increases, of course.
Samu [0:36:26]: Now there's also if you have audiences that sale Linkedin, pushing and, like, promoting the youtube videos on Indian like with did for Adam for Taylor, that also short and sales cycles there because, like, people were just reading your post.
Samu [0:36:37]: Now they see a whole Youtube video deal.
Samu [0:36:38]: They watch it.
Samu [0:36:39]: Oh, shit.
Samu [0:36:40]: Like, that person is just an expert in this or, like that.
Samu [0:36:42]: I need that company.
Samu [0:36:43]: So I will just go book a call, you know, stuff like this happens.
Samu [0:36:46]: So that's a really really effective way as well to shorten sales cycles.
Dasha [0:36:50]: With someone like got?
Dasha [0:36:51]: Or are you uploading that video natively in Linkedin?
Dasha [0:36:54]: Or are you linking out to Youtube?
Samu [0:36:57]: Yeah.
Samu [0:36:57]: Sure.
Samu [0:36:57]: How we do it?
Samu [0:36:58]: What we do is we just upload the hook of the video and then, like, create a link in optimize text post and just attach the hook underneath it and then link to the video.
Samu [0:37:06]: I'll show what I mean here.
Dasha [0:37:10]: Do they do well?
Dasha [0:37:10]: I feel like in general, anytime I've linked out to something else on Linkedin, the Linkedin algorithm is like, I hate that.
Dasha [0:37:16]: I'm not gonna let it perform.
Samu [0:37:19]: Yeah.
Samu [0:37:19]: So, like, it does okay.
Samu [0:37:20]: Like, I mean, this posted decently for Adam.
Samu [0:37:23]: Like, he usually gets a couple hundred likes.
Samu [0:37:25]: It wasn't like, a super high performing post, but it did well.
Samu [0:37:28]: So, yeah.
Samu [0:37:29]: What we did here is just, like, a Linkedin optimized text post and then here's the Youtube link, so this is actually a youtube link just Linkedin makes it like this, but this going to the youtube video.
Samu [0:37:37]: And so all of this is, like, made for Linkedin.
Samu [0:37:40]: I mean, there's...
Samu [0:37:40]: Yeah.
Samu [0:37:41]: The all you email, like, Linkedin doesn't like when your linked to external stuff.
Samu [0:37:44]: Now this is somewhat true, but like, you just have to do it in, like, some post, like, it's worth for them, like, it didn't fully suppress the post, like it did okay.
Samu [0:37:54]: This won't be a best performing me post most of the time, but that's not really the goal.
Dasha [0:37:59]: That makes sense.
Dasha [0:37:59]: And then how do I tell if Youtube is helping my other channels?
Samu [0:38:05]: Yes.
Dasha [0:38:06]: I guess, more broadly, like,
Samu [0:38:07]: how do I
Dasha [0:38:07]: attribute Youtube to, like, this is working?
Dasha [0:38:11]: What is the attribution play that you're recommending to marketers?
Samu [0:38:14]: Yeah.
Samu [0:38:14]: If you want to look at, like, other channels and how well it's working, you really have to implement saf reported attribution?
Samu [0:38:19]: Because, like, even just asking, like, where have you seen content from us, And like, they can choose multiple channels, They might put in linkedin, but they also might put in Youtube.
Samu [0:38:28]: So like, that gives us a very good clear signal of that.
Samu [0:38:31]: It's always hard.
Samu [0:38:32]: Like, generally speaking, you can go off of, like, just feel.
Samu [0:38:36]: If you're, like, reading in the business.
Samu [0:38:37]: If you have the leads coming in and they are mentioning, hey.
Samu [0:38:39]: I I like the youtube video you get maybe comments on linkedin you know, like, people in the sales conversation.
Samu [0:38:44]: There's just an no overall bit fee, but there's also a...
Samu [0:38:47]: Of course, not number.
Samu [0:38:48]: You want to have, like, better tracking than that.
Samu [0:38:50]: So, yeah, Saf reported attribution is good.
Samu [0:38:52]: We have a Ut links as well in the Youtube videos, but that's more so to just track the direct youtube leads, not from the other channels, but if you look at the metrics, seeing if, you know, close rates are higher, people are actually watching the videos, they're putting in the self reported attribution question that they watched Youtube, then these are all, like good signs that it's just working across the board.
Dasha [0:39:11]: Do you have any clients that monitor their Gong recordings or whatever platform to see mentions of Youtube?
Samu [0:39:19]: I believe we have, like, one client who's, like, on every sales school, I believe he's asking, like, where the leads came from and, like, where they seen him.
Samu [0:39:28]: And he usually is, like, a mix for that specific client of Linkedin and youtube because he uses both together, which I always recommend.
Samu [0:39:35]: I do the same thing for my business.
Samu [0:39:37]: But I I don't think we have, like, people using gong for that.
Dasha [0:39:42]: Cool.
Dasha [0:39:42]: Let's talk about AI, the hottest topic ever.
Dasha [0:39:45]: How does AI fit into your overall process?
Dasha [0:39:48]: I mean, you've talked about it a little bit.
Dasha [0:39:50]: Sounds like you're using AI in in various ways What are you outsourcing to AI fully and what are you keeping a human in the loop for?
Samu [0:40:00]: Yeah.
Samu [0:40:00]: Good question.
Samu [0:40:00]: So, yes, I showed the validation process.
Samu [0:40:03]: There's a lot of AI, but it's more just the scraping part and not getting the data.
Samu [0:40:06]: But then there's an actual human, like, in this case, me, I'm the, like, the leader of youtube strategy in the business.
Samu [0:40:12]: So, like, I look through and, like, I actually determine what we do and make of the decision, but AI, of course, helps a lot speed up their process.
Samu [0:40:18]: Then scripting is the heaviest part where we, like, use AI, Like, we spend a lot of money on on tokens every single month of cloud.
Samu [0:40:26]: They have, like, a very correct club code system for script writing, we have the special like skills for every single part of the process we also have like the special materials for every single one of our clients.
Samu [0:40:37]: All of that stuff is very complex.
Samu [0:40:39]: I have a full, like, script writing department side the business was, like, just responsible for this because it's such a big part for us.
Samu [0:40:46]: It's, like the make or break of the two videos.
Samu [0:40:48]: Apart from that, there's a little bit of AI using in the thumbnails, like more and more you can generate different things with AI.
Samu [0:40:55]: That are super realistic.
Samu [0:40:56]: You don't want to go to, like fully AI generated thumbnails because they don't look good, but parts of it can be AI generated AI hands.
Samu [0:41:01]: Editing is more and more like, there's more and more AI usage in it for cuts for animations, but again, it's still like not...
Samu [0:41:09]: You know, which just AI handles it.
Samu [0:41:10]: It's, like, a person using AI handling it.
Samu [0:41:12]: Who's, like, an actual expert at it.
Samu [0:41:14]: Apart from that, like, we use AI for our agency stuff.
Samu [0:41:17]: So, like, processes these automations we build with AI different or those software, but that's not really the youtube side of things.
Samu [0:41:24]: Yeah.
Samu [0:41:24]: I would say these things mainly.
Dasha [0:41:26]: Let's talk about scripting for a sec.
Dasha [0:41:27]: What are the ingredients to a perfect script?
Dasha [0:41:30]: Like I love how your suggestion for the headline or the hook?
Dasha [0:41:34]: Kinda like this three step thing?
Dasha [0:41:36]: And if you do those three steps, and you do it pretty short, Like, you're gonna hook the audience, what is the equivalent for script.
Dasha [0:41:43]: Is there something like a checklist, I guess for the perfect script?
Samu [0:41:47]: Yeah.
Samu [0:41:47]: So that's always the first part of the script, which is the hook where, as I mentioned, like, those three things are or what we are looking to nail.
Samu [0:41:53]: Yeah.
Samu [0:41:54]: Then for the body of the script, which is, like the ninety percent, like, the actual meat of the video.
Samu [0:41:58]: Be always as I said, structuring in a way where it's, like, five steps, four lessons, ten mistakes, all of these because it's just easier to consume it and, like, go through it in like, a specific order because it felt like a chaotic video, like, people see, okay, we are going through, like a structured process.
Samu [0:42:13]: So that's one thing In terms of case really depends on the content.
Samu [0:42:17]: To be honest, but, yeah, there's one best practice.
Samu [0:42:19]: Another one is like, the cold actions where you put them.
Samu [0:42:22]: So we found that the highest converting way of doing cold actions in Youtube videos It's doing two specific code actions inside of every script that we write.
Samu [0:42:30]: The first call action, we do a shorter one at around, like, thirty three percent over the video where slight subtle short just mentioning that, hey, by the way, if you want to do x y z, then I'll put the link in the description for x y z.
Samu [0:42:43]: We don't want to get people to click away.
Samu [0:42:45]: We don't want them to kind of stop anything like that.
Samu [0:42:48]: We want them to keep watching.
Samu [0:42:49]: So that's why short.
Samu [0:42:50]: And then at the very end of the out throw.
Samu [0:42:52]: We do want another, which is longer, we go deeper there a bit more direct and strong.
Samu [0:42:57]: But then, of course, because it's end the video deal.
Samu [0:43:00]: We don't really care about people clicking away because they will click away anyway.
Samu [0:43:03]: So it's just about, like, getting that conversion and, like, explain them, like, hey, the next logical step for you is to sign up book a demo and we'll all do that in, like, value based manner.
Samu [0:43:12]: So, like, they paying them that value that they will get, nothing in, like, a sales way.
Samu [0:43:15]: That's important.
Samu [0:43:16]: But, yeah, those are the two cold actions we make in every single one of our videos.
Samu [0:43:19]: That's I would say is the second best practices is like, put the default action at the right places.
Dasha [0:43:25]: I love that.
Dasha [0:43:25]: On call the actions, the kind of funny Youtube thing is, like, smash that like button subscribe today, but as marketers were kind of trained, like, you know, keep it to one call it to action.
Dasha [0:43:37]: So if you're not mister or beast, and you're a B2B marketer, Do you ever wanna have two call options?
Dasha [0:43:44]: One that's, like, follow our Youtube channel?
Dasha [0:43:46]: Or do you wanna always send them to your offer?
Samu [0:43:49]: No.
Samu [0:43:49]: We always, like, some to the offer ads said, perfectly Like, for be just Youtubers where the audience growth is the main thing, like, of course, you will do that, like, this print stuff, but, yeah.
Samu [0:43:58]: For b2b it's like, you just want them to take the next step.
Samu [0:44:01]: Also, like, subscribers are not really like a metric that we optimize for anymore because it's just the use and conversions.
Samu [0:44:07]: That's what we care about, not necessarily subscribers.
Samu [0:44:09]: Youtube doesn't also care about subscribers as much anymore?
Samu [0:44:13]: Because you just pushes it out to people who who thinks will like the video not personally necessarily to subscribers so it doesn't benefit you that much.
Samu [0:44:19]: And say we don't do those.
Dasha [0:44:22]: What about AI models?
Dasha [0:44:22]: You said thumbnails.
Dasha [0:44:24]: You're using AI across all these different things They're using the same AI model for all of them?
Dasha [0:44:28]: Do you preferred, you know, I've got you this tool when I'm writing the script?
Dasha [0:44:31]: And I use this model.
Dasha [0:44:32]: But then when I'm doing a thumbnail?
Dasha [0:44:34]: I switch it up and I use this.
Dasha [0:44:36]: What's your stack?
Samu [0:44:37]: Yeah.
Samu [0:44:37]: To be honest, like, I don't do the thumbnail designers myself, but I think our designer uses this V three, which is, like, I believe Google's image generation model.
Samu [0:44:45]: I'll have to see, but I think that's what's used for AI.
Samu [0:44:48]: Yeah.
Samu [0:44:49]: For scripting, we always use, like, the best model so, like, right now it's Opus five that just came out from Code.
Samu [0:44:54]: That's what we found is best fable five is, like, super expensive in, like AI tokens and we haven't found it to be that much better yet.
Samu [0:45:01]: So we don't use that for strip writing yet, but, yeah.
Samu [0:45:04]: Opus five is really good, Which just came.
Samu [0:45:06]: So that's what we use for the scripting part.
Samu [0:45:08]: Awesome.
Dasha [0:45:09]: Cool.
Dasha [0:45:09]: Well, this was great.
Dasha [0:45:10]: If people wanna find you, where can they find you?
Samu [0:45:14]: Yeah.
Samu [0:45:14]: Two places.
Samu [0:45:14]: I guess three.
Samu [0:45:15]: So one of my is the the Linkedin that's brown.
Samu [0:45:18]: Super active, any one of the m's, I'll respond.
Samu [0:45:21]: So Yeah.
Samu [0:45:21]: And I also post a lot there.
Samu [0:45:23]: Also my Youtube channel where I post, like, those longer radars breakdowns, like, everyone who wants to learn about B2B for Youtube.
Samu [0:45:28]: Like, I believe it's the best place to learn that, sharing everything there.
Samu [0:45:31]: And then, of course, our website where we have a all our case study results, but also the option to book a call with me, which is ks-media.co
Samu [0:45:39]: So I guess, you'll be somewhere in the description but there.
Samu [0:45:41]: Those three places.
Dasha [0:45:43]: Samu, This is great.
Dasha [0:45:44]: I learned a ton.
Dasha [0:45:45]: I'm logging off, and I'm going to my marketing team, and I'm saying, guys.
Dasha [0:45:48]: We need a Youtube channel right now.
Dasha [0:45:50]: For purpose, all of the content that we've put out over the years.
Dasha [0:45:53]: You have me convinced.
Dasha [0:45:54]: Thanks for making the time to come on the pod.
Dasha [0:45:56]: Super appreciate it.
Dasha [0:45:57]: Thanks for dropping a lot of wisdom and knowledge bombs on us today.
Samu [0:46:02]: Yeah.
Samu [0:46:02]: Thank you.
Dasha [0:46:04]: Thanks.
Dave [0:46:08]: Hey.
Dave [0:46:08]: Thanks for listening to this podcast.
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