Secrets to Success on YouTube w/ Amy Landino [Tactics in a Tesla] #Best Education Page #Online Earning

 Hello.

- Hey, what's up, Amy, how are you?

- I'm good.

How are you, Pat?

- Good.

You wanna go on a ride?

- Well, sure.

- Alright, I'm gonna pick up in 20 seconds.

(laughing)

- [Amy] Okay, sounds great.

(laughing)

- Bye.

- [Amy] Bye.

(light music)

- How does this work?

(laughing)

(clicking)

(laughing)

- I was wondering, is this your first time in a Tesla?

- Yes.

- Yes!

Just thank you for taking the time, Amy,

and I was featured on your channel when I was in London.

- Yeah, we had so much fun, it was so good.

- Thank you for that.

- Thank you for making the time.

Your voice was like gone.

- There are people having conversations

about the problems that they're having,

the pains that they're dealing with.

And I wanna apologize about my voice.

Yeah, it was terrible.

- And you were still talking with me.

I was like, aw, thanks for that.

- That was bad.

(laughing)

- It was not bad.

- But.

- It was totally fine.

- How did your talk go?

- Tried to get as YouTube in the weeds as possible,

to like really show people what's behind the scenes.

- Okay, so let's, as you know,

I'm getting to try and get stuff going in YouTube.

And so what kinds of things--

- You're killing it by the way.

You're doing good.

- I'm getting there.

- You are.

- And your channel's blowing up.

And everyone else's channel's blowing up.

And I'm like, I wanna blow up too.

So if I wanna blow up even more,

what are some things I should be doing?

- Well I think the biggest thing

that people don't pay attention to is the fact that

when YouTube shows you something is working,

you have to pay attention, you have to listen to it.

And like, just break it down,

is a video doing well for some reason?

That might mean that there's viewers coming,

they discovery you somehow, and then they come in.

And what are you gonna do to make them feel welcome?

You need to follow it up with something

that works with why they just found you and got hooked.

- And YouTube will tell you like--

- Yeah, it's called analytics.

If you see any spiking whatsoever,

you need to go what's going on.

Where is it coming from, why is it happening,

and how can I continue to increase this?

- So what kinds of analytical things

should I be looking at?

- The biggest thing is watch time.

YouTube specifically wants you bringing people

to their platform and watching lots of YouTube.

That may not even be your channel the entire time.

Let's say you sent out an email to your list

and it was your latest video,

and that video is great.

And maybe you thought, you know what,

the next natural step for you to take

is to watch Amy's video on this,

because it's the next step,

even if you send people to my video,

it could be your video, it could be a series,

it could be somebody else's video,

you kept them on YouTube watching.

That's good for your channel.

- So I get rewarded.

- You started a session, you didn't end a session.

The moment you send people to your email list,

you start ending sessions.

Which is why you really have to balance that.

Your call to action needs to feed the machine,

and feed your business.

You have to balance it.

Because if send people away from YouTube all the time,

they're just gonna be like,

well thanks for using my platform, Pat,

but we don't really wanna send anymore people your way,

because you're not keeping them here.

- So how do I keep people watching?

- You need to watch the watch time.

Are you growing watch time?

Are you increasing views and watch time?

How long are people watching your videos?

Do you know your audience retention?

Your average audience retention rate.

- I know that they're watching for

an average of three minutes, or no, no,

five minutes and 30 seconds.

- That's great.

That's long and good, considering what are you usually like,

10 to 12?

- 10 to 12 minutes.

- Yeah, yeah, yeah.

That's really good.

So you're around 50%.

- And then retention, 60%?

- Yeah, 50 to 60.

- Good?

- You're doing great.

- So why aren't I blowing up?

- Because it's a long hard road.

- Amy, you're killing me here.

- I know, but like, that's what you kinda

have to think about the trajectory of it.

My last video to take off

was make time to do everything you wanna do.

- That could be for anyone.

- That could be for anyone.

But I know who I'm talking to in the video.

- So should I have maybe made that video

how to get eyeballs on anything you do?

But then that's not like SEO--

- Well tell me the whole concept of the video.

Because I kinda cut you off.

- No, that's okay.

The video is you're launching a new business

or a new podcast or a new video channel or anything,

and you want eyeballs on the day that you launch,

here's five exact things you can do

to make sure that you have eyeballs

when you come out with this.

- How to start a big project and get attention.

- Like break it down.

- Really?

- Because when someone goes to YouTube,

they, let's just, let's not say YouTube.

Someone goes to search how to do something,

where are they at this moment in time?

Saying like I really wanna do this big thing,

I feel like it's a big thing, it might not be that big,

but it's a big thing to do them,

how do I start a big project,

how do I start and follow through with a big project,

how I do start and finish a big project.

Then follow that up with

how do you get eyeballs, or how do you get attention,

I personally would prefer attention over eyeballs,

how do you get attention on your passion project,

on your big project, on your new business.

- But my audience, they're trying to start businesses right?

- Absolutely, but you don't,

if they're in the earliest stage of the game,

what do they they know about launching?

What do they even know about scaling?

What do they know about passive income?

- Okay, okay, okay.

So should I remove that video?

- No, no.

- Should I change the title?

- No.

You always look, you always keep the video,

you always keep the video and you learn from the mistakes,

you've just gotta figure out what's next.

- Okay.

This is good, really good.

- Here's the thing, people are so afraid,

you take you have to remove that video,

'cause you now want to talk

about something very similar and rename it.

No, you're an expert because you're always

talking about the same thing,

you're just framing it in a different way.

So when you rename the video,

you're gonna come up with a completely new video,

that's gonna be similar advice,

but it's still gonna be so helpful.

So you can just do it again.

You're good at what you do.

The reason why we keep saying

oh this guy just does the same thing all the time,

well that's 'cause we're engrossed in their content.

- Like Gary V., same message everywhere.

- Yeah.

If they're just encountering you for the first time,

it might change their life.

But if you never framed it into where they are

at this moment in time,

then you were lost in marketing buzzworld land

with all the people that are feeding

the marketing buzzworld land.

- My question is like SEO related.

Like I'm thinking as a business owner how do I launch,

'cause I know as a business owner

those are the buzzwords I use.

I'm not searching for, or maybe I'm just

assuming this incorrectly, but

how do I launch my passion project?

- It's worth testing, that's all I'm saying.

- Do people search for,

even like I'm using tools.

- How to start.

How to start, like how to start, the word start,

is very relatable, Pat.

Launch is a big, there's a plan.

Like, you tell me launch, I'm like, oh, so there's a plan.

I just wanna know how to start.

How do I get to point number one of my launch?

There's always the bigger picture,

like take it back a step.

That's my perspective on it.

So why are you not taking off,

because there's a very big difference,

what I have come to learn,

in having a YouTube channel that was very business focused

from 2011 until probably I would say beginning of 2017

and I started to dabble a lot last year with

seeing where I could go,

to now having a channel where the average

young millennial woman who just simply

wants more outta life

would find my channel useful,

versus a person who works in a marketing department,

who is similar in all those other features,

but knows what marketing is.

I've taken it out a little bit.

Instead of saying how to start a business,

I'm simply saying go after the life you want,

you might be a good fit to start a business,

or you may not have the chops,

you could be the most passionate owner of all time,

but instead you're owning your position,

the dream job, you could be an intrapreneur

and be as effective as you would be with your own business

and not have to do all the dirty work.

- And how does this affect your business

by going wider in that way?

Now you have people who aren't necessarily

thinking business when they find you,

how does that, I mean you're still teaching business,

and that's--

- It's a really crazy anomaly, right?

Here's the thing, one of my biggest pieces

of my revenue model is speaking,

so if I wanna get to speak,

if I wanna get paid the Pat bucks to speak,

let's say that's the case,

what's your job as the keynote speaker?

When someone signs you, what's your job?

- To entertain,

to make those people know that they

spent money in the right place and to

come away with some amazing information

and wanna come back again the next year.

- Absolutely.

And you wanna have the most happy and fulfilled audience.

And part of that means planting a really good audience.

And that comes from event organizers saying,

"You know, Pat, he has the most engaged,

and amazing following."

(engine revving)

And I don't know why you gotta do that.

- Sorry.

- 'Cause you're freaking me out.

(laughing)

- It was clear road ahead,

I just wanted to see how you'd react.

- So you put butts in seats.

- Put butts in seats.

- If I wanna put butts in seats,

if I wanna help an event organizer,

somebody who's gonna connect me to clients for my business,

that's where I'm gonna get my business conversion,

that's where I'm gonna grow the agency,

I need to put butts in seats as a keynote speaker.

How do I put butts in seat?

I need a bigger YouTube channel, I need a bigger following,

I need to inspire more people

who are gonna go to their superiors

or go to other people they know

and just spread the word about me

and say she would be great at our marketing event,

sales conference.

- I like that.

- I actually take I probably got

my first advice on this from Michael Port

in Book Yourself Solid,

where he talks about instead of saying I'm a lawyer,

instead of saying I'm an accountant,

everybody's already decided what that brand is

from their experiences.

How can you say what it is

at a much more basic level,

but in a way that's it's like I help people do X?

I help people become wealthy

by getting focused on their filing, whatever.

And it's just like, oh, I just basically

do people's numbers and accounting.

I make that sexy.

I see that to be the case.

I can still be in business and have the average person

be motivated by me and be able to tell their friends.

She's helped me figure out

how to go after the life I want,

meaning I just like spending time in the evenings

practicing piano, it's something I've always

wanted to do, but I never let myself do it,

because I didn't think that I was

worthy enough to even offer myself that time.

And I've put in the work

and now I can play some songs on the piano.

They don't have to go start a business,

but my advice is still going to work.

- Love that.

And so you've gone through a number of brand changes

over the years.

- Mm hmm, a lot.

- I was first introduced to you through

these random weekly what's happening

in the blogosphere videos,

that was done with I think Srini.

- Mm hmm.

- Srini Raju

- Yeah.

- And I was just like, I'm intrigued.

I like her style and then you stopped.

- Yeah.

- So something happened.

- Yeah, well that Srini's project,

and he was so nice to let me host it.

And we just, we just didn't keep it up.

- It was cool though, I was like, oh.

- It's one of the many things you test to see how it goes.

- I didn't know that change happened.

- You were watching, though?

- Yes.

- What was that called?

I can't even remember what we called it.

- I don't remember what it was called.

But I was like oh, I didn't know

that thing happened in Twitter.

- That's so funny.

And that was what my channel was at the start,

and that's why he asked me to do it,

is he saw a lot of,

a lot of what I was doing on my channel.

Because I didn't wanna recreate the wheel,

I just wanted to take what I knew

and teach the average small business how to use social,

because I wanted them to hire me,

but I needed them to be unafraid of the tools.

And that was really hard to come by in the Midwest in 2011.

- How did you even get started with video at all?

Were you, did you go to video school or film school

or anything like that?

- No, no.

I just came up with a harebrained idea

to make a bride a video when I was asked to be a bridesmaid.

And--

- Wait, wait, wait.

So you--

- Somebody asked me to be a bridesmaid at their wedding.

- Okay.

- Somebody I went to school with.

And I wanted her to feel special.

So I thought, I wanted to do something extra.

And I just teamed up with another bridesmaid,

we went back to our hometown,

filmed a bunch of clips on our little Canon PowerShot,

which I realized, I was like,

oh, there's a video option on here, cool.

This is the camera I take on vacation, I take pictures,

'cause it's like 2007 at this point.

And we just filmed people wishing her well

and stitched it together in a video,

burnt it on a DVD, took it to the rehearsal dinner

and played it and of course,

the bride's emotional because

you made the coolest video ever for her,

but everyone else in the room was rocked.

Like emotional and so loving it.

- You had like music, the whole thing.

- Yeah.

Music and clips, they don't know these people,

but they're like this is so cool.

That was it because

you made something for one person,

and even though we're talking about generalizing

and helping the masses, you're still focused on one person,

because when you do that, it's gonna be the best,

and every single person that watches it

is gonna be like, "I feel like she made that for me."

I made that video for her,

and everybody else in the room was as affected by it.

That's the power of video, and I was hooked from there.

That was it.

- So what were your next steps?

Did you just buy a whole mess of gear,

and you're like I'm all in on video.

- Yeah, everybody does that.

Okay, now I need a camera, I need to buy all this stuff.

At the time, they had hand-held video cameras,

the Kodak Zi6.

- Where you like slip the thing over your...

- Yeah, the flip cam, remember the flip cam?

Cisco retired it when the smartphones started taking off.

- Yeah, yeah, yeah.

- I had all those.

And I just started vlogging my life

on the Schmittastic channel in 2009

and it's some of the most horrific videos ever.

But they're there, you can go watch them.

- I was gonna say can we...

- You can go watch them.

- Okay, we'll link to them below.

- YouTube has messed up the ratio on all of them,

they look terrible, but they're such a good example

of this is where I started?

- Like three, two ratios?

- Oh, it's terrible.

It's so bad.

- This is a common thing,

we've had a lot of YouTubers on recently,

because this is partially me doing research,

and also all of you doing research, obviously,

to learn how to do YouTube better.

And every person we've interviewed

have said that their first videos were just the worst.

- They're the worst.

Okay, this is why I say this on stage

almost every single time, except for obviously

the one I did today,

your first video's always going to suck.

- Another things that's holding people back is like

what do I even create a video about.

How do you help somebody who's just starting out in video,

or how do you help me tell me what should I be

creating content about.

Because the cool things is you can do whatever you want.

But that's the hard thing too.

- Yeah, yeah.

I mean like I think for you,

'cause there's two different conversations here.

You have an audience and you know exactly what your goal is.

A lot of people are like I'm gonna do this,

but I don't know who I'm talking to,

I don't know what I'm talking about.

Because they're like I've just

made the decision to make video.

- Okay let's speak to those people first.

- Those people first it's literally like

this is gonna be the longest, hardest road.

And you know this now, and you're talking as,

by the way, first world influencer problems,

you're saying I haven't taken off, by the way.

- Sorry.

- Because you have a lot going for you.

So I'm putting it in perspective for those people.

- I appreciate you saying that.

- Because in that situation,

this is a long, hard road,

and even Pat's not happy with where he's at right now,

because we're all at the mercy of these crazy algorithms

and the changing landscape of this world,

so you better be stoked about what you're talking about.

I was geeked about what I was talking about.

I could not stop.

- Like didn't even matter if you got views, right?

- The last Q&A question I just got was,

you talk a lot, how do you do it.

And that's just how I am.

And that's how I'm able to speak on stage,

and speak on video, and speak on podcast,

because it just comes to me.

You have to find that.

And to your point, I think it's,

you can have this cadence of I give great business advice,

and let's say you were to post once a month,

or sorry, once a week, I know you're not doing that,

but one video per month of those four or five

could be something much bigger,

where you could touch the life of someone

who maybe hasn't figured out that they can

start a side hustle with that really smart tactic

that they have that so many people need

and if only there was a solution for it.

If that person made it, it would be awesome.

You have to get on their radar.

They haven't even realized that yet.

They don't even give themselves enough credit.

Here's the biggest thing, the people that we help,

we have to get them to a point

of understanding they even are valuable

before they will look into launching something.

So many people will just make it,

just tell themselves for so long,

"I don't know anything.

"I don't know anyone.

"I don't know anything special.

"I don't have anything to offer.

"I don't have any value."

And that's a big mindset to get out of.

Like if I think about how long I was in that mindset,

I think that's where the problem is,

is not being able to embrace that

on the content side soon enough.

Because of how many more people you can help with that.

That doesn't mean it's not aligned with who

you're talking to in your avatar.

But you can always break it down a little bit more for them.

Even if they are thinking about business, etc.

- So is mindset better than tactical?

- No, no.

One's not better than the other.

I just mean the goals are gonna be different.

So I was also saying you have to balance

how much you ask people to engage YouTube,

feed the machine, versus go do your business thing.

Well one of those videos that's feed the machine

could be more mindset,

and more like hey I'm here to help you,

subscribe, we've got a lot of good tactics here,

there's a lot of things going on.

The next one could be a tactic video too,

and hey it's a how to series,

make sure you watch the whole playlist of the how to series.

And you can continue on this trajectory.

It's like okay, we're focused on mindset,

now I'm gonna give you something practical to do,

and now I'm gonna take you to a 201 level,

and then that fourth one's gonna be

focused on that call to action

for that webinar you're doing,

and then you start it all over again next month.

If there's a plan on what the CTA is for each video,

then the mindset, the tactics, they all work.

The ones that are getting views for me

are usually mindset, but also step by step advice.

Step by step meaning here's a lot of things you can do.

Whereas a tutorial is different.

It's very much you have to do this

and then there and then there and then there.

But I'm more known for tutorials, which is interesting,

because I'm more seen from mindset.

(beeping)

Traffic is great for this conversation.

- Yes.

(laughing)

Traffic.

Speaking of, I'm gonna go hands free now

and feet free.

- Okay.

- Because that's actually when this works best.

- Yeah.

- Because it just knows when to stop.

- I can trust it in traffic, I think.

- We've had some people just not be okay with it.

- Really?

- They're just like how, you trust it more than yourself.

And I'm like, yeah, I do.

- Actually, I do.

Actually yes, there's so many car accidents

that happen because of imperfect humans.

- So to finish up, we're almost at our destination,

basically just when on a loop.

And it's getting super dark.

I don't even know if you can see us anymore.

- Ah, it's cool.

We're having a good conversation.

It's like a podcast.

- Yeah, it is kinda like a podcast.

(laughing)

Where's your business going?

Where do you want it to be in the next, you know,

two, five years?

- Well, so there's like the business of being Amy Landino,

and then there's the business of growing the agency,

and I'm very happy with both

and as they continue to grow, it's amazing.

And my personal brand helps the agency a lot.

- What is the agency?

- Aftermarq.

- And what is that?

- It's a creative studio.

We focus on video storytelling.

Medium to large sized companies

will bring us in and work on a video creative campaign,

and then we'll shoot it for them.

- Cool.

- So yeah, it's something I love to do.

I'm teaching big business how to vlog.

I never thought in a million years I would be doing that.

But I'm excited about that because

I love being able to help people firsthand.

But I think there's gonna be a day

where I'm just gonna love hanging out,

and not doing so much smiling for the camera,

and just doing good work.

And I think everything I'm doing right now

is helping me get to that,

and I think Aftermarq is going to be a

very, very big creative studio in the future.

- I love it.

- That I will be running like a boss.

- I have no doubt it's gonna get

to where exactly you want it to go.

- Thank you.

- Where can people find out more info from you?

What are all the places?

- All the places, the easiest is YouTube.com/AmyTV,

and AmyLandino.com for pretty much everything else.

- Love it.

Thank you.

- Thanks for having me in the Tesla.

- Yeah, we're not done yet, though.

Because...

♪ Diamonds up and down my chain ♪

- Hey, come see my Tesla.

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