Are you ready to harness the power of video for your business?
Video content can be a huge driver of revenue, but many people don’t know where to start. Or they start and get stuck on how to make their videos more impactful and valuable.
Owen “Video,” YouTube Channel Producer of Owen Video, has spent most of his life glued to a camera.
He now runs a successful YouTube channel that teaches business owners all about how to utilize the power of video. He launches YouTube channels and runs workshops and training sessions for business owners through The Video Marketing School.
Since he was nine years old, Owen has loved to play around with video. He started out with sketch comedy, Claymation, and Lego-style videos with his dad’s video camera. He joined YouTube during the gold rush era of online video. Everyone wanted to be a part of it, so he began to sell video creation as a service. Soon enough, Owen’s business was born, and he turned over six figures in his first year!
Expanding on his video content services, Owen eventually moved into coaching to help business owners launch and grow their YouTube channels to generate revenue. Today, Owen’s YouTube channel and The Video Marketing School help businesses to create rich and engaging content.
You can watch the video on this topic at the top of this post, to listen to the podcast episode, hit play below, or read on for more…
Learning how to sell
Owen grew up in the world of sales, and that’s something that’s followed him throughout his life. He first got a job in sales and learned the tricks and tactics of selling successfully.
When he first began selling his video services, he started with door-to-door sales but made sure he looked the part.
“I’d walk into a store with a fishing vest, a camera on a tripod, and a director’s style cap. I looked the part, and that was all part of the selling process.”
In the early days, Owen sold short videos for $20, and it was easy to convince store owners to just pull out 20 bucks from the register. The trick, he says, was going back on the resell and trying to get them to agree to more videos.
“Blending sales with video has always been my superpower.”
Owen knew his audience. He focused on the “I’m a six-figure brand” or the “I have a successful podcast/book” kind of clients rather than casual YouTubers. He wanted to help established businesses and entrepreneurs who were asking, “What should I make videos about?”
Why businesses need systems
What sets apart the casual, part-time YouTubers from the businesses trying to grow their revenue? Owen says that business owners need to use systems. He teaches a simple four-step system for creating video he calls The Video Pro System. The four steps are:
Step 1: Programming
Programming is all about your content strategy. It’s what kind of videos you’re making and how you’re going to deliver them. Are they talking heads videos or animations? Will they involve a green screen or a news style?
Once you’ve figured that out, you should have around 40 potential video titles written down before you even make one video. Why? Owen says the last thing you want is to sit down to make a video and not know what video you’re going to make. Get the plans and ideas written down first.
Step 2: Production
Next, think about how you’re going to produce your videos. What equipment do you need? Maybe you need a new camera, microphone, lighting gear, or sound-proof foam.
The production stage is where you get everything shot and edited, produce a YouTube thumbnail, and so on. Develop a system that makes this as seamless as possible so that you can move onto the next step.
Step 3: Promotion
This is where you share the video, promote, and repurpose the content to try and get the most eyes on it.
Step 4: Progress
This is the stage that a lot of people miss. People don’t always know if their content is working. Owen says the solution is to check the progress, dive into the analytics, and look at what the numbers are saying.
The good thing about YouTube is that the analytics will tell you everything you need to know. They’ll show you when people are clicking off a video in the first ten seconds or which videos are being watched the most.
Editing and structuring your video with the G.R.E.A.T formula
Another great trick Owen teaches his clients is to make two simple edits – one at the start and one at the end. Everything in the middle is a formula, and the one Owen uses is called G.R.E.A.T.
This formula asks five questions:
- How am I going to grab attention?
- How do I relate to the viewer?
- How will I explain the solution?
- What can I do to provide actual proof?
- What will I tell the viewer to do next?
“You can answer all those questions on a quick sheet of paper. Sit in front of your camera and deliver the video. When you’re done, you snip off the end, you snip off the beginning, and you upload that to YouTube. And you’ll have a fantastic video.”
Owen suggests keeping it to this simple formula and not focusing so much on using fancy effects and graphics. When people click on your video, especially if it’s a how-to video, they just want to know the answer. If the video takes too long to get to the point, the viewer is gone.
Reinforcing your value statement with silos
Owen asks his clients to imagine their channels as a table with four legs. The tabletop is your brand, the value you bring to the customer. And the content you create should fit into four categories, or legs, that will support your table. You can come up with more than four if you want, but four is a good number to reinforce your value statement/tabletop.
Owen calls these legs silos and uses a walking coach YouTuber as an example. In this case, the tabletop is to help people lose weight through walking.
One of the legs could be how to warm up before walking. So, within that silo, you might have video titles like:
- How to warm up your legs before walking
- How to warm up your mind before walking
- The best and worst warm-up exercises before you start walking
With product-focused businesses, you could have a sales silo. In this silo, you could have videos like “X reasons to buy X” or “The benefits of using X product.”
Owen suggests looking at your channel and deciding the four big categories or subjects you want to cover. Then think about five subcategories within each silo – those are the first five videos you’re going to make.
The trick is to trust yourself and tackle things one at a time. Many video creators get a bit overwhelmed or even over-ambitious or frustrated.
Owen says not to worry – you have time to do all the videos you want. You just can’t do them all first. So, you need a way to organize and prioritize your content.
What if you get bored of making content in those silos? Owen says he gets this question a lot, and his response is always, “but how are they performing?”
Competition on YouTube
Competition is a common worry on YouTube but Owen notes that it’s very rare to have nobody else doing what you’re doing on YouTube.
He says that competitive research is one of the first things he teaches in his program, MakeYouTubeEasy.com.
Start by finding the people in your niche through suggested videos and see what they’re doing. One of your silos could even be to make similar videos to what’s already out there. Or you could make videos that are a twist on existing content.
The number one that way YouTubers make money
Did you know that the key to making money on YouTube isn’t ads?
Lots of people sign up to AdSense and think the work is over. But the truth is that the bigshot YouTubers out there are making most of their income from product sales. It’s not just about AdSense.
“I know a lot of the big YouTubers. Every single one of them makes their money more on a product sale, whether it’s a membership site, merchandise, t-shirts or something like that than on AdSense even though they might be making $15,000 a month in AdSense.”
So, for those worried about bombarding their audience with ads, focusing on products and what your business provides is usually a more profitable alternative anyway.
If you’re ready to invest the time and energy into video for your business, be sure to check out the TechSmith Academy. It’s packed with tons of free courses and resources to teach you everything you need to know about creating powerful, revenue-driving video content.