Why YouTube Crushes Every Other B2B Marketing Channel

“I just see, like, the supply demand arbitrage, I think, exists on YouTube in a larger degree than than most other levers you can pull right now. And one of the reasons for that is because YouTube's hard. And so, like, like, people are scared of it, to be honest with you, and and there's good reason for that. B two b is gonna move into YouTube. It's absolutely gonna happen. It's just a matter of who gets in first, who does it best.”

“One of the most important things you can do, and it seems kind of funny, is just like the thumbnail. The thumbnail of your YouTube video. Like, you could argue you should spend more time on that than you did creating the content itself. Literally, there are people who spend their lives dedicated to creating thumbnails that get people to click, and then you need your video to deliver on the promise.”

“YouTube content no mercy content. That's what I've been calling it because you can get into those analytics. And I just had a short go out for the podcast earlier in the week, and it's, like, a few 100 views. So, like, the algorithm actually took it, which is, you know, cool. But then it's, like, two likes, three dislikes, and you're, like, a 40% like rate. And I'm, like, well, okay. That clip did not work. Let's figure out why.”

“We have to consist we have the starting point for that is how big is our TAM? If there's only 2,000 potential buyers in our market, then getting 200 views of our podcast that our channel is only designed for those people, we've just captured 10% of our market consuming our content. That is incredible. So, like, we have to remember because our videos are gonna be next to videos that have 500,000 views.”

“For a very small amount of paid, like, literally 5 to $10 per day per video, your video can get recommended to the right audience and serve to them. When that audience opens up their YouTube app, that video is now going to appear as a recommended video with guarantee because you paid $5 per day for it to be on their homepage. On LinkedIn, the paid you usually have to do is much higher because the targeting is much better and there's more competition for paid on YouTube. That's not the case.”

“We should start thinking of YouTube like we think of Netflix. People are watching YouTube in their living rooms on their big screen TVs. YouTube is TV. Like, that's how we should think about it as marketers now. More people are consuming YouTube than they than Netflix, than Amazon Prime, than Disney. Like, all the major streaming platforms, more people are consuming YouTube channels and YouTube content than all of those.”

“I like the idea of just stair stepping it. Start with something that's sustainable and manageable and differentiated. And even if that's a once a month thing, but you just put your all into that once a month, and it's just a single format once a month, and then you could stair step it to, okay, we got that down. Let's do it twice a month. So not by trying to bite it all off at at once because it's so hard to do, you know, seven things, seven different approaches, like, all at the same time.”

“Watch this. Watch it. Click off. Click off. Click off. Click off. That's what YouTube is telling somebody when they're watching your video. So, you've got very minimal time to deliver on the promise that you promised in the title and the thumbnail. We need to optimize our experience for people who have clicked on your video for the very first time. And they don't know anything about you. All they know is they wanna learn something you promised.”

“There's this concept that, like, b to b content is boring. We don't have to be, like, funny, and we don't have to be, like, entertaining in the sense of, like, a lot of content you might see on YouTube or Netflix or whatever. Like, technical topics are not boring to the person you're speaking to if they can learn and get better, which is what they're trying to do. We just need to make sure that we have a promise and a positioning, and then we deliver on that.”

“Most people don't give feedback. I listen to and like a lot of content creators in b two b and just people I learned from. Very rarely do I message them. So if you get one, this is just a little encouragement and a reminder for myself too. If you get one of those, put a multiplier on it because that's what's actually happening right now. If you're getting unsolicited positive responses, put a multiplier on that because that's what's actually happening.”