What are you the best at - I mean the very best at? This is the question that’s Driven Tom Martin to discover a very specific and profitable niche market for his most valuable and marketable skills.
Tom Martin is Certified by YouTube as an expert in both Audience Growth and Digital Rights. He has led the YouTube strategy for some of the world’s largest and most successful media companies gaining them millions of subscribers and billions of views. He has also consulted with YouTube Creators and Fortune 500 companies to improve their results on YouTube via his company Channel Fuel.
He specialises in both YouTube SEO, optimisation and channel strategy and has dedicated his time to making sure other YouTube Creators can learn from his experience. He is the author of YouTube Optimisation – The Complete Guide.
Links and mentions :
Tom’s website : http://channelfuel.co
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Hi there, and welcome back to gravity to digital marketing entrepreneurs podcast. I'm Bob Gentle. And every week I'm joined by creators, consultants, and practitioners who share what makes their business work. Whether you run your own business, or you're just thinking of stepping out on your own for the first time, you're in the right place. If you're new to the podcast, and welcome along, just take a second right now to subscribe to the show and your player. That way you won't miss new weekly episodes, and you can dig into some older ones when you finish this one. What are you best at? I mean, the very best. This is the question that's driven Tom Martin to discover a very specific and profitable niche market for his most valuable and marketable skill. So welcome along and let's meet Tom
Tom Martin from Channel fuel. Welcome to the show. Do you want to start just by telling us a little bit about who you are, where you are and the kind of work that you do? Sure. Thanks for having me. It's an absolute pleasure to speak to say, Bob. So I
have been a professional YouTube channel manager for about the last seven years since late 2012. And what that means is basically I've been running other people's YouTube channels up until about the end of May last year. So coming really close to the one year mark. I've been doing it for myself basically as a consultant, and helping media companies rights holders and independent YouTube creators to basically get more views on their YouTube videos, improve their overall YouTube channels, and in turn, make more money, get more leads, wherever it is, that they're
They're trying to do you know, raise their profile on YouTube, which I do on a mainly on a kind of short term consultancy basis. And the short term part is by design. So, I'm not sure if we had dig into that a little bit more later in the conversation, probably, I think one thing I think is really important to highlight is that you come to YouTube with some pretty hefty credentials. So a lot of people dabble in YouTube, and they kind of become air quotes experts simply because they spend time on the platform. But you really have come at it from us a profoundly professional perspective, you know, maybe talk about that a little bit. Yeah, so my background was not
a lot of people's YouTube story is you know, I was making videos in my bedroom and then all of a sudden, I woke up one day and I, you know, one of my videos have gone viral and then I tried to basically professionalize it.
retrospectively, mine is a lot more
a different story. So I had zero
zero experience on YouTube in any capacity apart from watching videos, up until the point that I got my first job as a YouTube channel manager back in 2012 for the BBC. And I was thrown totally in at the deep end.
The reason that I was able to get that job in the first place was because I'd already worked for the company for five years
in the digital video licensing business, so I knew the catalog really well. I had really good relationships with all of the different departments that touch that new role.
And only the catalog really works. I've been I've been licensing that content to other platforms. So I managed to somehow blog a job in the YouTube team kind of took the first few weeks to learn which buttons to press because I really didn't even know that and then
pretty much spent the next you know, seven years up until this day, and I'm still learning to this day how to master the platform. But some some pre
results in my first year as a channel manager to the top gate YouTube channel to
from 750,000 subscribers to just over 3 million in 12 months.
Within about a month of joining the company I launched the official Doctor Who channel without ever seen an episode of Doctor Who which was an interesting challenge that now sits a million subscribers. And then after five years of
basically creating the systems and processes that the BBC BBC still used today.
I then went off to do the same another company called Endemol, which is the world's largest independent TV production company.
And then I took all of that experience of five years and then pretty much implemented everything that I'd learned within the space of, you know, five months, so I condensed five years of experience and knowledge and all of the processes
and realized pretty quickly that that stuff that I kind of self taught and built was totally transferable to totally other channels, totally different companies and got some pretty staggering results, the biggest of which will probably be the one that goes on my gravestone when I dies. The transform the Mr. Bean channel, which are those successful was kind of its lowest point. And it's kind of seven year history.
And I took that from around 25 million views a month to around 150 million views a month, and a subscriber count from about 3 million to about 10 million in a space of 12 months.
And basically built all of the systems that didn't exist. Mine was a new role, which pretty much built the machine that runs their YouTube network and still runs it today. So
yeah, some, some pretty, pretty big brands that I've worked for.
Some people may say that, you know, it's an easy job to do. And you've got brands like that. And I don't disagree. Totally, it certainly makes my job easier.
But I would argue that those brands existed before I came, and they were not performing anywhere near to the standard that they were performing. After I'd left that company, basically, yeah, I think you mentioned systems quite a lot. And systems isn't something that we naturally associate with the word YouTube.
Certainly, most people's experience of YouTube is
on the dabbling end of the spectrum. Yeah, the phrase I threw up a video is one that you hear very often, I'd be keen to sort of dig into those systems a little bit. Maybe not right now but and see how they can apply to a small business or, or a small youtuber rather, because
I know several people in our space and I when I say our space, I mean people
Blue work fairly independently in the digital marketing space, people that have been on the show people like Kevin Bell Philip funders and so a lady called Nicole Osborne's on in a few weeks time and a guy called Joe burnish and they've all said
YouTube is a great driver of business for them. But that's not most people's experience. So I became to understand what in really simple terms if you were to break it down into three or four things makes that difference.
Yeah, so when I talk about systems, I'm mainly talking about kind of larger
media companies that have you know, big teams and loads of assets and, you know, lots of brands
but that I actually use the same systems when I consult with independent YouTubers that are, you know, literally sitting in their bedroom on their own pretty much.
And systems are kind of the probably the most powerful thing that you can use because
especially on YouTube,
Because YouTube rewards consistency and systems,
you know, by default create consistency.
Something that I often say on YouTube is that the keys to success on YouTube are the three C's, all of which happened to be see for consistency. So that would be consistency of showing up every single week for five years and uploading on schedule. The second consistency would be consistency of what you're talking about. So can you be the subject matter expert in your niche? And can you show up every week and talk about that consistently? And then the third See, which is probably like the most technical and properly what I specialize in most is the consistency of your metadata. So your titles, tags and descriptions are you using the same
you know, keywords that you
needs to be targeting Are you using a consistent you are using them consistency, consistently sorry, across your catalog of videos.
And this is probably my area of real speciality is is providing those consistent
or providing systems. Let me start again. my speciality is providing kind of a turnkey meta data system in a box. So it takes all of the guesswork out of running a YouTube channel and so the channel person can concentrate on making the videos and pretty much copy and paste in their main meta data once it's ready to upload and you know, that's efficient from a time point of view but also really effective in terms of video SEO might be a bit of a technical answer, but well, it isn't. It isn't because I think, to showing up. I'm not going to say that's easy, but it's within people's control. Being the topic expert if you are genuinely a topic expert and many people who listen to this show are
Then that's almost a given the metadata, that's really where things get nerdy. And that's where an expert can really, really help. What kind of metadata mention keywords titles?
Is YouTube at the point where they're actually scanning video content for keywords? Yep, so YouTube can index. So if you if you upload regularly to YouTube, you'll see that they provide an auto generated
captions file or subtitle file. So you can actually read what YouTube thinks you are saying, which isn't always correct, which is why I always recommend you make your own custom subtitle files because you don't want them to, you know, rank or index stuff that they think you're saying that you're not.
But yet, YouTube is definitely smart enough. And Google is smart enough to recognize images. You know, there's a thing called Google brain that can scan video content and understand
What's inside of it?
And even now to the point where Google in the Google search results are showing small clips from YouTube videos that are kind of answering search search questions. So if I search on Google for you know, how to fry an egg, not only will it serve up a YouTube video, but it will take me to the point in that YouTube video, which is, you know, the meat and potatoes of that of that How To videos. So, yeah, it's definitely smart enough to know and understand video, but I'd say it's not smart enough yet where you can not make the effort of
putting in really good consistent metadata, so it knows exactly why it should be indexing and what you should associate with your video. Yeah, I saw that just was last week. I saw that for the first time that you Google it served up a video but not only that, it served up a video
With a suggested timestamp for me to listen. Which Yeah, I don't think people realize how big that can be for search results in the future, if that's what they're just starting now. It's a real signal as to what's to come for for SEO. Maybe it's turning a little bit to look at your business now, in terms of your ideal client, what does that look like for you? Yeah, so in terms of my consulting business, I'd say my ideal client is a TV company or film company that has a back catalogue of TV shows or movies that they have the rights to exploit on YouTube, especially if they have the rights to show like for movies or for TV episodes, and that's where a couple of reasons one is because
that's where my experiences and so I've got the credentials in that field. So in terms of lead generation, or you know, getting you know, close
In a sale that makes that a lot easier. Secondly is that I know how to work with that stuff really easily and monetize that stuff really, really well. So in terms of getting results for my clients, for me, that's like, I could do that in my sleep.
And obviously, we want to all want to get results for our clients because that then leads to more clients and positive reviews and feedback and testimonials. And the third reason that is my idol, build an ideal client encourage you to build really, really loves that kind of stuff.
They love stuff from official brands that is brand safe, longer running times, you know, full episodes of a TV show, maybe half an hour, one hour, and YouTube love anything that keeps people on the platform for longer. So having you know, a series of an hour long episodes is really really valuable to YouTube again, which makes my job a lot easier and I can go into a company and look like a hit
Arrow very, very easily and very, very quickly if they've got, you know, a decent catalog of
And we all want to look like a hero. Yeah.
I'd be interested to know, from a marketing perspective, because this is one of my stable questions. Anybody that's listen to the show for a long time will know to expect this question. But in terms of where your work comes from, I'm curious to know what proportion of that is referral based rather than inbound inquiries, if you see what I mean. So, work has been generated through your own digital marketing activities. personal brand stuff. Yeah, so I'm, I'm guessing that I'm probably a lot different from a lot of your previous guests in that I've totally, partly by choice, partly by necessity, have pretty much stopped all of my own personal brand digital marketing activities. So
I used to run a separate website where I blogged every week I used to have a YouTube channel where I made videos, not every week, but semi consistently.
And I used to have an email newsletter that I sent out every single week. And I've stopped
pretty much all of that.
So the only kind of what I would say would be kind of content marketing that I do now is I co host a podcast, which is aimed at YouTube industry professionals, because again, I'm looking for those people that are working with big catalogues of content and not necessarily
independent YouTube creators, or at least not kind of beginners, because that's where all of our marketing efforts were focused on previously and there's probably another interesting place we can we can go to in the conversation next.
So now all of my all of my business comes from
word of mouth
or free speaking gigs.
So, you know, in person speaking at industry events, or internet marketing events that have an interest in YouTube. So, you know, I don't really have, you know, I don't post blogs anymore. I'm very quiet on social media. Most of my social media is a tiny bit of promoting my podcast and the rest would be me just talking about either industry stuff, or me just talking about stuff that interests me in life. So, you know, I don't have like a strict content calendar.
But what I would say is that I've done all that for four or five years consistently, which got my reputation to a point where I could afford not to do it so much. And there probably will be a point again, where I need to pick this up again and start doing a bit more of this personal brand content marketing stuff. But at the moment
it's just not a good use of my time to be, you know, writing blog posts.
When I can, you know, be working on no high ticket client work, or
bigger business development opportunities, you know,
networking in real life going out and meeting people, you know, doing some business development in terms of looking for big client opportunities on LinkedIn and, you know, cold outreach, stuff like that, which, you know, is always well, at least it makes my short experience of working for myself has really led to me
finding better clients and, you know, maybe now to charge more for the clients that are find him. Yeah, that makes perfect sense. And I think I don't want to use the phrase victim of your own success. But I know how busy you are. And it does make a lot of sense that you're really intentional about how you use your time. And if content marketing isn't really going to serve your business right now.
It's probably not the right thing. Yeah, I know. So there's a point where, you know, if I was to get 100 clients tomorrow, I wouldn't be able to fulfill that work, which is kind of, you know, which is a kind of perverse way of looking at stuff is that, you know, I'm turning away money or I have to tell people, okay, I can do the work, but you have to wait six months. That's not a good business practice. But that's the reality of where I'm at,
in less than two years time, and I'm taking strides to change that. But you know, at the same point, there's no point in me trying to create a tide of leads to come into the business if I can't fulfill the work. So
I'm trying to build the systems again, systems really important, where I can facilitate more clients at once.
Before I then maybe go out and try to find that lead generation mechanism which is a little bit more automated and less of me being
out there in the world in person of relying on kind of word of mouth referrals? Well, let's talk about that a little bit. When when you're as busy as you are, you only have two options, really, you can either hire more people. And when you're in a really knowledge intensive space as you are, you can't just hire another you there aren't any.
So the only other option you've got, as you alluded to there is moving moving to a one to many, where you're, you're not recreating. You're not serving one client again and again, but you're serving many people at once.
So how are you looking at integrating that into business? Yeah, so there's, there's a couple of ways. The main one is a course that I've got coming out in a couple of weeks, which will be part of a wider
I suppose you'd call it a membership site, but probably more accurately a continuity program. You know, this might be splitting hairs. There might be just semantics, but basically
There'll be one course that will lead to further courses and then a community aspect where people can pay a monthly fee to get access to kind of mini trainings and access to me and my business partner.
I think this is really important for me to touch on actually is that this is a joint venture between me and a fellow expert. And the reason I think it's important is because when I first left the corporate world last year, my aim was to mainly focus on building my own membership site. I had the domain I had the website, I had the logo, I had the cool software. I was a member of Mike and Kelly's membership guys community, which was incredible. Like, if anyone's thinking of doing anything membership related, you have to be a part of that membership. To know it's amazing. But I quickly realized that it was just not going to happen if it was me on my own was too much required to run the
technical part, too much of a time commitment. Also, I would then have to turn back on that lead generation funnel and I'd need to go out and content market to fill that pipeline because on my own, my reputation is probably not where it needs to be in terms of the target market that I was going for, which was again, kind of beginners.
So instead, I've partnered with someone who does have a big reputation, but he's also very technically minded and experienced in running courses, membership sites. So basically, I am bringing in like my
subject matter expertise, some of my audience, which is not huge, my email list and stuff like that.
But now like my reputation as an expert, who speaks all of the biggest industry events,
I will now have a course on the membership of continuity program 2.2. But I knew for a fact that if I had to do
The technical aspects of running a membership and of course, it wouldn't happen.
So that's why I decided to partner with someone. So the obviously I need to share the upside of that. But also, I believe it is going to be a much, much bigger overall ups, you know, much bigger profit overall because that person is an expert in running
courses and memberships. And also they are an expert in this in the in the same field as me. So
I'd much rather have 50% of, you know, a much bigger pie than 100% of what would essentially be nothing. I think, yeah, if I was left to my own devices.
I think partnership can be brilliant when you find the right person, but it's it's so important that both people are bringing value. Yeah. And often when partnerships fail is because they don't, and I think really going out there to look and look for somebody that's genuinely bringing something special. It's bound to pay off. I'd like to look at maybe before I do that
We should maybe take into the courses a little bit, because you'd mentioned that that's aimed at beginners, so So who who would your course really suit? Yeah. So originally, my membership was going to be aimed at basically anyone that has a YouTube channel. And the reason that I left that behind, and I left behind my old blog, my OG channel is because it was aimed at beginners. And I had a really interesting conversation once with, like a business mentor of mine.
And he said to me, we were talking about like, my perfect client and my perfect audience member. And he said, in terms of you and all of the other YouTube experts, inverted commas, you know, you know, where, where do you Where do you kind of fall on the list of kind of,
you know, are you the best and I was like, Well, you know, I've definitely top five.
And then there's like, there's maybe one person that I personally
would regard as a, you know, someone that I would, you know, come second to
bite in terms of audience and stuff. I'm way down the pecking order like this people with audiences that are much much bigger than mine
who you could argue had less experience or knowledge, but it doesn't matter because they've got the audience and that's what you need and that also reflects
on them as an expert.
And I quickly realized that I couldn't compete. I didn't have the drive to grow a YouTube channel about helping people to do YouTube like my competitors did.
You know, know that I have the time.
And also, I've been working on that audience for like four or five years and hardly made any money. You know, one of the biggest lessons I can teach anyone is that the beginners market unless you've got really big scale is just not profitable. You know, you've got to sell so many $4 ebooks and get so many
affiliate marketing referrals to make that work as a business model
that I decided to pretty much burn everything that I built before we to target and beginners. Again, it was from the same business coach, he said, Okay, so why if you're an expert of working with TV companies, why don't you only target kind of TV and media brands? How do you rank as an expert in that field? And it's like, well, you know, hands down. I'm the number one expert in the world when it comes to helping media companies with the YouTube channels. And so he said, so why are you competing over there? For smaller clients when you can target
much bigger clients with bigger budgets, that you're you know, that you don't have competition and so from that day forth,
I made a pivot after wasting a few months, trying to build a non existent membership site for beginners and
Decided to only go about go after high ticket clients from that point on. And that was absolutely transformational for me and my business and my life, really, because it meant I wasn't, you know, wasting time
arguably wasting time chasing down lots of little sales, instead focusing on, you know, a few bigger, better sales.
And, you know, as you can imagine, that's going to change anyone's kind of business. I think people, we all talk about initiating and specialization. And a lot of us think we've done it,
but actually taking that leap to, to, to say, Well, okay, I'm going to do this one thing is terrifying. And I avoided it myself personally for many, many years. But the day I did it, I can still remember what it actually wasn't that long ago, suddenly felt so much more powerful, that I knew exactly what I needed to speak.
I knew exactly who I had to be for them. And suddenly you've gone from being in a category of many, to really putting yourself in a category of one. Yeah. It's profoundly powerful. And those people who do it, they very quickly find they get traction. There was never there before. Yeah, and I think also from a psychological point of view is that you no longer see those old
inverted commas competitors, many of who I know and love, and I really well, a lot of the other kind of YouTube experts.
You no longer see them as competition. So, you know, I used to do a lot of looking at other people's channels and trying to reverse engineer what they would do in or just being nosy, wondering what their programs were like, how much would they charge and what their sales pages like and with a, you know, with the click of a fingers, I just didn't care anymore, because they weren't my competitors, you know, in my space. There is no one can compete with me in terms of my experience, my knowledge, there are massive agencies out there.
dominate the market. But they're nowhere near as good as me in terms of knowledge or results, or,
you know, the quality of work that they do. I won't mention any names, but
and a lot of my clients actually come from people who are leaving these agencies, because they're not happy with the results. They're not getting a boutique service. And that's where I can differentiate really is to say, you will get me helping you and not the CEO rolling out to seal the deal, and then you get an intern working on your account.
And that's probably my biggest point of difference in the market.
So looking at the courses now, that is geared for sort of the beginner end of the market, is that correct? I wouldn't say beginner unless they had significant amount of money to invest. So this is kind of, it's probably a higher ticket costs. So it's probably going to start around
$999 in the first, the first kind of launch, so this is more geared towards people that are already running their channels at a decent level, probably doing it full time, if not full time
making a decent enough amount of money out of their channels where it's, they're thinking about it, maybe they've got a team, maybe they haven't.
And they're basically just looking to professionalize everything. Take out the guesswork, maybe they've hit a plateau. You know, a lot has changed over the last few years and a lot of really healthy channels have started to see a decline if not just hitting a ceiling. So this is probably geared towards more
Semi Pro, I say or professional YouTubers, also for you know, media companies, again, if
I'm talking to a lot of kind of prospective clients on Discovery calls them saying like, well, I can
Do this for you for X amount, which is quite a lot amount, or I'd say, I've got this course coming out in a couple of weeks and your team can take the course and teach themselves how to do it. So I'm kind of doing myself out of a lot of
potential consultancy work. But ultimately, that's my aim is to not do so much consultancy work and have it kind of running in the background. So I don't see that as a, as a as a problem. Because long term, that's the way that I want my business to shift is that it's not a consultancy business. And
you know, I'm doing less of that. That consultancy work. Yeah. One area I'd like to circle back to, which was expert status. And that's a theme that's come out of what would you tell what you're saying again and again. And you spoke about public speaking that a lot of your work now comes through speaking gigs, but
I'm making some assumptions here, but I don't imagine there will be that much call for you to do public speaking while you're in this industry.
well that's probably what actually got me my first public speaking gigs that people want to be able to say we have a speaker from the BBC wrote on our roster you know if you notice that probably not so much of the internet you know, like the entrepreneur type of science of this world but no more industry specific stuff if you can say a we've got speakers from the BBC, and discovery and National Geographic and you know, MGM Studios, that helps to put bums on seats because
they're big names and people respect those names. So early on, you know, it was it was me doing public speaking or being on panels with my BBC how on
and it wasn't until last year I started doing my own talks as as Tom from channel for you're not from Tom from the BBC or Tom from Endemol.
And that was a really kind of proud moment for me because I felt like, you know, I've earned the right.
And the respect on my own name, not the name of my employer. So that was a really big change for me. And it also meant I could, you know, promote me and my services and my, my brand, and, you know, not be apologetic and saying, Oh, yeah, and I've also got, you know, this business on the side. So, yeah, it's really important for me last year to make that that move away from Tom from the BBC, and be becoming Tom from Channel fuel.
And how did that feel? I mean, you said you were proud, but I think a lot of people in that situation would be faced with imposter syndrome know you come across as a fairly confident guy. But his imposter syndrome, something that you have ever experienced. Yeah, I think I obviously been experiencing an imposter, in imposter syndrome in the corporate world. So I'd had great success at the BBC, but
You know, like I said before, is that because I was working with Doctor Who and Sherlock or was that because I was good at my job. And then I went over to end demo. And it was pretty clear pretty early on that the systems that I created and stuff do are transferable because I got some pretty incredible results and probably better results than I did in probably got more results in that 14 months it ended more than I did in five years at the BBC working on ag channels. So that was to me like a big relief to say, okay, so I do know what I'm talking about.
So that was that was really good. And then when I did go out on my own as an as a
as a freelance or as a consultant, however you want to call it as a business as a solo printer. Again, my confidence was not as like it is today.
As a speaker I was I was pretty confident because when I'm talking about YouTube
Know what I'm talking about, you know, if I didn't have any slides, I could still probably talk for an hour in a pretty structured way. So I was a little bit I was a little bit worried but I was definitely suffering from imposter syndrome to a certain extent or at least lack of confidence when it came to asking people to pay me money for my time in my for my expertise.
But I'd say that now that's, you know, I still sometimes struggle but I'd say generally, it's like nine day how I feel today, you know,
what I used to charge someone for
for a mumps amount of my time I now charged for a day's amount of my time, and I have no problem asking for that. I don't negotiate on price, generally.
And, you know, to have the confidence to say, this is my price. This is my value. It's not for negotiation. I don't need to negotiate. So got a waiting list.
asked for prices, which I would never have dreamed that I would have been able to have achieved
for like a day of my time is, you know,
most of it is down to confidence and positioning, you know, yeah, if I don't have the confidence to know that I am, you know, one of if not the best in the world of what I'm talking about, then I'm not gonna have the confidence to say, will you pay me x? And no, we're not going to talk about price. Like, and, and, and for me to,
you know, to be prepared for them to not answer that email, or to get off that call and not and not call me back. To have the confidence to for them to walk away is powerful, because, one, it means I don't have to negotiate. And to I think it instills confidence in the buyer, because they think, Okay, well, he must be, he must be good if he can afford to charge that. And he's got a waiting list, and he's not willing to negotiate price. He must be good. And this is just a
Psychological trigger. But
the difference that I've seen in myself and my business from having the confidence to say, No, that is my price. And I've put my price up every few months since I left to the point now where, you know, I'm charging 10 times what I used to charge for exactly the same service. But there's no difference in the service. Hundred percent. What is charged for five years ago when I was doing freelancing on the side of the BBC, you can get exactly the same service, but now you have to pay 10 times the price.
And that's just again, it's just confidence and, and positioning really.
I think, obviously, supply and demand. If Yeah, if you weren't getting the work, you couldn't do that. And if you weren't delivering you couldn't do that.
Yeah, absolutely. And I think YouTube is
still in a boom phase. It's, you know, it's, it's about what 12 years old now, but
you know, there are still a lot of people that are
Not yet on YouTube or not annex seriously. All the people that have grown up on YouTube but like I said before, like hit a wall and never realized that
if they don't adapt to change, then they're going to get left behind. So
you know, there's plenty of people out there in the world
that need my help. And this is where I'd like to go next. You mentioned YouTube is still very much in a boom phase. There's lots of opportunity there. And it's often said, of lots of things. The best time to do X planetary was 20 years ago, the next best time is now
if somebody listening to the show is thinking, and I feel compelled to do something on YouTube, but I've just not done it yet. You've worked with lots of youtubers somewhere success, some or failure, what would be the handful of things that you can do to really set yourself up with the best possible chance of success? Yes, I would. First of all,
Say that YouTube is not for everyone, you know, it will not be necessarily the right strategy for you or your business, but it may very well be.
And the number one thing that I would suggest to take the guesswork out of that is to do your research up front.
And you can do keyword research on YouTube to see what people are searching for, to see if there is a demand for what you're teaching and also to see what the competition is like around those keywords. And this is actually the basis of my course. But that's by the by. This is something that I've preached for ages. And is that is that,
you know, you can spend three years making the best videos in the world consistently, but if no one is ever searched for what you're making videos about, then you've wasted your time unfortunately, and there are ways that you can you can check to see if there is a demand to check the language that people are searching for around that demand. And how good or not The competition is around that. That space
So for example, you know, if you wanted to make a channel about
bass fishing, you know, you might be the number one world expert in bass fishing, but if no one's searching for the those videos or those keywords around what you're making,
or then there's no point and also if you have a very very saturated market and you're not willing to either make better videos than the competition or you know make videos for five years and still not be the number one player in the market, then you're not going to make it either because a lot of it comes down to are you just willing to put in the donkey work over the years to to become the expert and the market leader on YouTube.
So definitely the number one piece of advice I could say is before you go down the rabbit hole of teaching yourself how to edit or buy know this camera gear or paying for a videographer is actually make sure there is a the
Mind for what you're going to be talking about on YouTube.
Which is actually very simple advice that you would apply to any business from an SEO perspective. Yeah. It's Yeah, makes so much sense. Get get your keywords straight and then invest in everything around those. And it makes perfect sense. But you'd be surprised. Just how little that is done by
99% of people on YouTube. And you probably be surprised on how many people don't do it for their website or for their business in general. And they just, they just want to scratch their own itch
without having a kind of
confirmation that there's a demand for it in the market. Yeah, whatever that market may be, or whatever platform that may be, Tom, is that if people want to connect with you, how would you like them to do that? Yeah, so the easiest way is old fashioned email. You can email me Tom at Channel feel.co co
Or if you just want to say hi, or anything like that, you can probably best to find me on Twitter at Channel underscore fuel. Oh, and yeah, if you're interested in the course or anything like that, you can go to channel fuel co forward slash course to find out more about that and it may or may not be released by the time you listen to this, but it will definitely be released soon around the release of this. And I will put links to all of that in the show notes. Timeline from Channel fuel, you have been a fantastic guest so much value there. And I wish you all of success with your course. Thank you so much for your time. Thanks, Bob. It's been a pleasure and the same to you.
Tom has done a great job of not getting distracted by low hanging fruit or easy wins and focused instead, on really hunting down the people he feels can benefit most from and pay most for his
experience. We don't all have to be Tom Martin, YouTube licensing expert, we can all ask ourselves who really needs what I have? And who can I serve better than anyone else? It might be surprised by the answers. Before I go, just a quick reminder to subscribe. And if you haven't already joined our Facebook group, you can find a link from the website Bob Gentle com Or just search gravity, digital marketing and Facebook and you'll find us easily. If you enjoyed the show that I would love for you to review it on iTunes. It would mean a lot to me and as the very best way to help me reach more subscribers. My name is Bob Gentle. Thanks again, Tom Martin for giving us his time this week. Until you for listening and see you next time.