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EP5: Cultivating a Healthy Relationship with Your Business with Aleric Heck
“A recent study conducted by Google revealed that 68% of consumers between the ages of 18-48 make purchasing decisions based off of YouTube.” - Aleric Heck (28:30 - 28:50)
Adam Rundle
ABR Consulting
Aleric Heck is the Founder and President at AdOutreach. He works primarily with coaches, consultants, and course creators, and he helps them run successful YouTube ad campaigns to attract more leads and clients. He exemplifies the entrepreneur that has a healthy relationship with his business, one that we often talk about on the Expensive Advice podcast.
Why YouTube offers a massive growth opportunity for entrepreneurs.
Whether you’re thinking of buying a particular type of car, a smartphone, or downloading an app, it’s likely that you’ll watch some YouTube videos about it before making a purchasing decision. In a recent study, Google found that 68% of consumers between the ages of 18-48 make buying decisions based on what they see on YouTube. However, only 9% of business owners are currently advertising on YouTube, and that means there’s a massive opportunity for entrepreneurs that are looking to grow their businesses.
Other social media platforms like Facebook are becoming increasingly difficult to navigate for advertisers. In addition to many people getting banned, many have seen a reduction in their ROI, and they’re finding it difficult to scale their campaigns. Many of the business owners that have switched from Facebook to YouTube have seen a massive increase in ROI, and some have even doubled their results.
“One of the biggest misconceptions is that people think YouTube ads don’t work because they can be skipped, while in fact, that's one of their best features.” - Aleric Heck (32:25 - 32:34)
3 reasons why YouTube is an ideal platform to acquire new leads and customers.
Learners mindset. While Facebook ads are still useful, most people don’t hang out on Facebook to learn something, and they’re usually just scrolling through. On the other hand, people typically visit YouTube with the intention of finding a solution to a particular problem. They might be looking for new workout ideas, how to follow a diet, or how to learn a skill like social media marketing. When you put an ad in front of a video on a topic related to your product, you’re redirecting that traffic into your funnel. You can provide some free information upfront to build your credibility, and point the user to the next step in your sales process. YouTube is set up in a way that makes it more likely that your audience will take immediate action.
Unique pricing model. On YouTube, you only pay when someone watches your ad for 30 seconds or longer. As a result, you end only paying for ads when they are viewed by people with a genuine interest in what you have to offer, and by people that are more likely to purchase from you. When someone skips your ad, that’s a big win for you as well, because you’re not paying for a view that is unlikely to lead to a purchase. For the people that do engage, you can provide some value in the ad, and lead them to your own website or webinar. YouTube’s unique pricing model allows you to target users with real interest, and get started on the sales process right away.
Superior optimization ability. Facebook campaigns are often difficult to analyze because they might bring you mixed results, and you aren’t able to differentiate between the aspects that are working and the ones that aren’t. Often, you’ll have to discard the entire campaign and start over. YouTube leverages Google’s platform and offers much better analytics that enables advertisers to make informed decisions. You can get detailed information on the exact set of keywords that converts well when combined with a specific video, and scale your ad efforts accordingly.
“Don’t make the people come to you, go to the people. That’s exactly what you can do on Youtube. You can find that person who is ready to buy from you, and get in front of them.” - Adam Rundle (34:43)
While Facebook is still a great platform to run ads, YouTube can be a great alternative that allows you to connect with users that are genuinely interested in your services, and that are more likely to end up buying from you. Too many entrepreneurs devote all of their ad efforts in one place, but it’s always good to have a backup plan since you never want your business to be entirely dependant on any one platform.
How to get involved
If you would like more information about ABR, and the success businesses have gained through their work with the firm, visit their website.
If you’re thinking of running YouTube ads to drive traffic to your high-ticket digital product, check out Aleric’s webinar. To schedule a strategy session with Aleric, apply here.
If you liked this episode, be sure to subscribe and leave a quick review on iTunes. It would mean the world to hear your feedback and we’d love for you to help us spread the word!
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By Adam Rundle“A recent study conducted by Google revealed that 68% of consumers between the ages of 18-48 make purchasing decisions based off of YouTube.” - Aleric Heck (28:30 - 28:50)
Adam Rundle
ABR Consulting
Aleric Heck is the Founder and President at AdOutreach. He works primarily with coaches, consultants, and course creators, and he helps them run successful YouTube ad campaigns to attract more leads and clients. He exemplifies the entrepreneur that has a healthy relationship with his business, one that we often talk about on the Expensive Advice podcast.
Why YouTube offers a massive growth opportunity for entrepreneurs.
Whether you’re thinking of buying a particular type of car, a smartphone, or downloading an app, it’s likely that you’ll watch some YouTube videos about it before making a purchasing decision. In a recent study, Google found that 68% of consumers between the ages of 18-48 make buying decisions based on what they see on YouTube. However, only 9% of business owners are currently advertising on YouTube, and that means there’s a massive opportunity for entrepreneurs that are looking to grow their businesses.
Other social media platforms like Facebook are becoming increasingly difficult to navigate for advertisers. In addition to many people getting banned, many have seen a reduction in their ROI, and they’re finding it difficult to scale their campaigns. Many of the business owners that have switched from Facebook to YouTube have seen a massive increase in ROI, and some have even doubled their results.
“One of the biggest misconceptions is that people think YouTube ads don’t work because they can be skipped, while in fact, that's one of their best features.” - Aleric Heck (32:25 - 32:34)
3 reasons why YouTube is an ideal platform to acquire new leads and customers.
Learners mindset. While Facebook ads are still useful, most people don’t hang out on Facebook to learn something, and they’re usually just scrolling through. On the other hand, people typically visit YouTube with the intention of finding a solution to a particular problem. They might be looking for new workout ideas, how to follow a diet, or how to learn a skill like social media marketing. When you put an ad in front of a video on a topic related to your product, you’re redirecting that traffic into your funnel. You can provide some free information upfront to build your credibility, and point the user to the next step in your sales process. YouTube is set up in a way that makes it more likely that your audience will take immediate action.
Unique pricing model. On YouTube, you only pay when someone watches your ad for 30 seconds or longer. As a result, you end only paying for ads when they are viewed by people with a genuine interest in what you have to offer, and by people that are more likely to purchase from you. When someone skips your ad, that’s a big win for you as well, because you’re not paying for a view that is unlikely to lead to a purchase. For the people that do engage, you can provide some value in the ad, and lead them to your own website or webinar. YouTube’s unique pricing model allows you to target users with real interest, and get started on the sales process right away.
Superior optimization ability. Facebook campaigns are often difficult to analyze because they might bring you mixed results, and you aren’t able to differentiate between the aspects that are working and the ones that aren’t. Often, you’ll have to discard the entire campaign and start over. YouTube leverages Google’s platform and offers much better analytics that enables advertisers to make informed decisions. You can get detailed information on the exact set of keywords that converts well when combined with a specific video, and scale your ad efforts accordingly.
“Don’t make the people come to you, go to the people. That’s exactly what you can do on Youtube. You can find that person who is ready to buy from you, and get in front of them.” - Adam Rundle (34:43)
While Facebook is still a great platform to run ads, YouTube can be a great alternative that allows you to connect with users that are genuinely interested in your services, and that are more likely to end up buying from you. Too many entrepreneurs devote all of their ad efforts in one place, but it’s always good to have a backup plan since you never want your business to be entirely dependant on any one platform.
How to get involved
If you would like more information about ABR, and the success businesses have gained through their work with the firm, visit their website.
If you’re thinking of running YouTube ads to drive traffic to your high-ticket digital product, check out Aleric’s webinar. To schedule a strategy session with Aleric, apply here.
If you liked this episode, be sure to subscribe and leave a quick review on iTunes. It would mean the world to hear your feedback and we’d love for you to help us spread the word!