The Content Lie That Keeps 99% Of Business Owners Stuck

Summary

In this insightful video by Evelyn Weiss, she dissects the common misconception that content creation is the main hurdle for online business owners. The real challenge is in distribution. With a proven strategy that has generated $7 million in sales, Evelyn emphasizes that targeted distribution, especially through Facebook ads, can break the barriers most businesses face. By understanding and utilizing the customer buying cycle, businesses can significantly improve their reach and engagement.

Highlights

• Evelyn Weiss reveals the secret behind her $7 million online sales success 🎉
• Competitiveness in business isn’t about large follower counts, but strategic moves 😉
• Most creators misunderstand the role of content creation and distribution 🤔
• The problem isn't content creation but distribution! Solve the distribution problem and thrive 🚀
• Evelyn shares how Facebook ads can be the key to breaking through the reach barrier 🔑

Key Takeaways

• Content creation isn't the main issue; it's all about distribution 🗝️
• Strategic use of Facebook ads can drastically improve reach and engagement 🌐
• Understanding customer buying cycles boosts ad efficiency and reach 📈
• Using targeted distribution prevents the content hamster wheel of constant creation 🐹
• Direct response offers in content can effectively convert audiences 🎯

Overview

In this eye-opening video, Evelyn Weiss shares how she maneuvered through the competitive world of online business to generate over $7 million in sales. Did you know you don’t need a massive follower base to succeed? It’s all about challenging conventional content wisdom and focusing strategically on distribution!

Evelyn explains the ‘content lie’ that holds many creators back: it’s not the creation, but distribution that counts. Through a detailed breakdown, she illustrates that most efforts should be channeled into mastering content distribution—particularly leveraging Facebook ads to target the perfect audience efficiently.

From broad to a precise funnel strategy, Evelyn reshapes how we should perceive content-to-audience flow, placing emphasis on lead generation and cultivating engagement through targeted ads. She highlights the significance of understanding customer stages in the buying process as pivotal for crafting impactful content marketing strategies.

Chapters

• 00:00 - 01:00: Introduction and Background The introduction and background chapter is led by EVN Vice, who shares his experience in digital sales and audience growth. With impressive achievements, including over 7 million in online sales, 33,000 paid subscribers, and 60,000 customers, EVN highlights his financial success and effective strategies. Despite a modest following of less than a thousand on Instagram and YouTube, he managed to monetize his efforts early on, which became a cornerstone of his business journey. His approach not only allowed him to succeed but also to participate in international business competitions, ultimately adding over $81,000 in new monthly recurring revenue.
• 01:00 - 02:00: The Content Lie The chapter titled "The Content Lie" explores a pervasive myth affecting the vast majority of online content creators, including coaches, course creators, and anyone interested in building and monetizing an online audience. The author shares personal experience in competing with a much larger YouTube creator and aims to expose this critical lie that holds back 99% of content creators. The chapter provides a detailed breakdown of this myth, aiming to equip creators with the knowledge needed to overcome it.
• 02:00 - 03:00: Misunderstanding Content Purpose This chapter addresses the common misconception that one is inherently 'bad' at creating content, positing instead that many simply lack knowledge about content distribution. The chapter targets a diverse audience, including new or established coaches, course creators, personal brand experts, experienced workers, those aiming to build a school or community, or anyone interested in creating an affiliate business. The key message is to reframe the understanding of content purpose from mere creation to effective distribution.
• 03:00 - 04:00: Problems with Current Content Strategies The chapter discusses the problems with current content strategies used by both newcomers and established content creators. Despite being proficient and earning a high income, these creators often make crucial mistakes. One common error is misunderstanding what effective content looks like. Many often wrongly assume that content simply involves managing platforms like Instagram or YouTube, categorizing them into long-form content (like YouTube videos) and social media posts such as carousels or reels.
• 04:00 - 05:00: Shift to Ads for Content Distribution The chapter discusses the shift towards using advertisements as a primary method for content distribution on platforms like YouTube. It highlights the need for improvement in content creation, suggesting that more polished and high-quality content can help in reaching a wider audience. The emphasis is on adding value through better visuals, engaging content, and interviews with prominent guests. The aim is to expand reach by focusing on popular topics that may go beyond the creator's core interests.
• 05:00 - 06:00: Effective Use of Facebook Ads The chapter discusses strategies for effectively using Facebook Ads, emphasizing the importance of attracting the right audience through engaging and concise content. It suggests using shorter video snippets to capture attention, leading audiences to discover more extensive content and ultimately falling into paid offerings. A case example includes a school community named 'Grow with Evelyn,' illustrating how these methods can eventually generate sales by turning audience interest into action. The overall goal is to engage enough viewers to turn traffic into tangible sales opportunities.
• 06:00 - 07:00: Lead Generation Strategies The chapter discusses various lead generation strategies, emphasizing that paid content is not necessarily the most effective method. The author shares personal experiences, stating that while they've tried to excel in creating content for platforms like Instagram and YouTube, they find that their original strategies have been more effective. The key takeaway is to not solely rely on content for lead generation if it is not working, but to amplify existing efforts with engaging and strategic content creation.
• 07:00 - 08:00: Utilizing YouTube and Email Lists This chapter discusses the challenges of relying solely on organic content for outreach, emphasizing that content creators may feel trapped in an endless cycle of producing various types of posts on platforms like YouTube, Facebook, and others. It suggests utilizing advertisements at the top of the funnel to enhance reach and reduce the dependency on organic content alone.
• 08:00 - 09:00: Harnessing Facebook's Unique Opportunities The chapter titled 'Harnessing Facebook's Unique Opportunities' discusses strategies to solve reach problems not through merely increasing content volume and quality but through targeted distribution. The speaker, having a background in e-commerce and Facebook advertisements, shares insights from their journey and how they ended up forming communities and masterminds. The focus is on effective use of Facebook's platform for advertisers.
• 09:00 - 10:00: Combining Ads with Email Strategy The chapter titled 'Combining Ads with Email Strategy' starts with the narrator reflecting on their early struggles with content creation. They express feelings of inadequacy and insecurity about their age and ability compared to younger, more adept content creators. Initially, they felt they lacked time and skill but acknowledged their desire to improve. They share experiences of not actively engaging on platforms like Instagram, despite being a regular user. This chapter delves into overcoming personal hurdles and adapting to the evolving landscape of social media and content marketing.
• 10:00 - 11:00: Building a Highly Targeted Audience In this chapter, the speaker discusses the challenge of understanding content engagement and the need to earn an income while figuring it out. They mention leveraging their advertising skills and addressing time constraints due to their agency and caring for a three-month-old son. Meanwhile, they focus on 'hacking the reach' as an interim solution, which unexpectedly proves to be a highly effective long-term strategy.
• 11:00 - 12:00: Engagement and Promotion Strategies The chapter titled 'Engagement and Promotion Strategies' discusses the use of Facebook ads, particularly focusing on the importance of building a targeted distribution. It outlines the approach of allocating 90% of efforts towards direct response distribution building and the remaining 10% towards long-term brand building. The chapter emphasizes the strategic use of Meta ads (formerly Facebook) on platforms like Facebook and Instagram and describes this as a unique opportunity for advertisers. It also touches upon the campaign objectives that are part of running Facebook ads and the significance of first building a robust distribution network.
• 12:00 - 13:00: Leveraging Existing and New Content The chapter discusses the unique opportunities provided by a specific platform for advertising. It highlights the unmatched capabilities of Facebook and Instagram in understanding individual customer positions in their buying cycle - awareness, consideration, or conversion stage. The chapter emphasizes the importance of leveraging this knowledge to effectively target and engage potential customers.
• 13:00 - 14:00: Optimizing Video and Ad Campaigns This chapter discusses strategies for optimizing video and advertisement campaigns, specifically focusing on the use of Google Ads and Facebook. It explains that Google Ads can be effective in reaching people who are in the consideration phase, as they are actively seeking information. The narrative emphasizes the challenge of guiding individuals through different stages and obtaining their email addresses at a low cost. The recommendation is to run lead generation campaigns on Facebook to target individuals who are in the market for a specific product while maintaining low costs per thousand impressions (CPM) and low cost per email address, citing a target as low as €1.60 per email address.
• 14:00 - 15:00: Final Strategies and Key Takeaways The chapter discusses the competitive nature of the online making money niche, focusing on coaching and course creation. It highlights strategies for acquiring highly qualified leads at a low cost, emphasizing the importance of personal branding and awareness. The speaker claims to generate leads for as little as €60, suggesting that tangible, strategic avenues can potentially reduce these costs. The role of personal presence and brand visibility at the top of the sales funnel is underscored as crucial for creating awareness and attracting potential clients.
• 15:00 - 16:00: Conclusion and Further Resources In this chapter, the speaker discusses the importance of identifying effective messaging in advertising and using personal branding. They mention the process of using strategic offers, such as workshops or tangible resources like journals and planners, to engage and nurture leads efficiently. This approach allows for quality interaction with potential clients.

The Content Lie That Keeps 99% Of Business Owners Stuck Transcription

• 00:00 - 00:30 hi there my name is EVN Vice I've generated over 7 million in online sales over 33,000 paid subscribers 60,000 customers and I've done one thing particularly well which is the thing that I will share with you in this video I got paid really early I had less than a thousand Instagram followers and a similar subscriber count on YouTube when I was doing what I'm doing now full-time I'm so effective at this that I've been able to compete in business competitions internationally add over $81,000 in new monthly recuring Revenue in a single
• 00:30 - 01:00 month and coming second competing against somebody who had more than 10 times the YouTube subscriber count as I do and I held up pretty pretty well right so in this video what I'll be sharing with you is the number one content lie that is holding 99% of content creators coaches course creators people who want to build and monetize an online audience back so what I'll be diving in with you into this video and I brought you a complete breakdown is the
• 01:00 - 01:30 LIE which is I am bad at creating content versus the truth is that you just don't know about content distribution okay so here is what most people think content is supposed to do and again this video is for you if you are a new or established coach course creator personal brand expert experience worker somebody wants to build up um a school Community or even an affiliate business around this this is what most
• 01:30 - 02:00 of you guys and even the established guys that are actually very very good at content production and make high monthly income um because of that this is what y all getting a little bit wrong okay most people think content looks something like this we have our platforms our social media for example Instagram right here and our YouTube channel right so our our longer firm content and then the posts that we're making on social media may that be a carousel or may that be real and the videos that we are making
• 02:00 - 02:30 on YouTube right we believe that we just have to get better at them right make more polished prettier Carousel and post with higher quality content adding a lot a ton of value right or you know maybe having big guests that we are interviewing right and and and and bringing on to our channel so um you know we can get more reach or you know tap in more to more popular topics that are a little bit broader than uh what we actually deeply care about and are
• 02:30 - 03:00 selling or maybe we need to do shorts right smaller Snippets to hook people in so that they can eventually discover us through our content we're reaching the right type of people we just have to imass enough so that they then trickle down from a traffic onto our paid offers for example my school Community grow with Evelyn right and then we will end up making sales through the content right and eventually our happy and get
• 03:00 - 03:30 paid but the problem is that that's not the truth that's just not how it works right and so I have myself tried to get really really good at creating Instagram content and also YouTube and you know I did all of those things but I found that what I've been doing from the beginning was still a lot more effective and would just amplify all of the content efforts that I would be making okay so most of you and this is the key takeaway from this video if you're taking nothing else away it is is that if content is not
• 03:30 - 04:00 working for you whether it's because you are barely getting any reach from the content that you're putting out there or because you are getting the reach but you're feeling like I am in a constant hamster wheel and I have to crank out one YouTube video one short one high value Carousel post one deep thought Facebook post after the other then know that you might be focusing on organic content as your top of funnel when you should be using ads to do your top of
• 04:00 - 04:30 funel so instead of trying to solve your reach problem through Content Volume and quality solve your reach problem through targeted distribution that also does not have to be expensive okay so my background is that I an Advertiser in my latest video I shared with you my full journey of how you know I got here and then you know ended up quote unquote you know having school communities and Mastermind and whatnot my background is in e-commerce and Facebook ads what I've
• 04:30 - 05:00 been doing in the beginning when I felt like oh I don't have the time for the content I eventually want to do it um and I want to get really good at it but right now I suck at it I feel a little bit old right I'm 35 years now um and when I got in this game There Was You Know younger people just doing the content so much more naturally being so much cooler than I am and I had not posted on Instagram you know other than being a regular user of the platform in many years and for me what people were
• 05:00 - 05:30 doing with their content it was complete Enigma so I was like okay I need to figure it out but while I need to figure it out I still kind of want to get paid right because that's the purpose of it so when I started I had my advertising skills and I was really tied on time because I still had my agency I had my son he was a three months old baby so I was like okay I need to hack the reach for now and I can solve this later and little did I know that even later on this would be the best setup and this is exactly what I'm doing right now I use
• 05:30 - 06:00 Facebook ads to build my reach very very targeted 90% goes here in to direct respond distribution building and 10% goes into long-term brand building but also building that distribution first okay what does that mean so when we're running Facebook ads we have these campaign objectives and this is really a very unique opportunity that formerly Facebook now meta ads right so this is happening on Facebook and on Instagram as well this this is a very unique
• 06:00 - 06:30 opportunity that this platform is offering and I really need you to understand this okay there currently is no other advertisement platform out there and we don't know how long it will be possible um on Facebook on Instagram to do this what Facebook meta knows about their customers is they know where an individual customer is in their buying cycle are they at the awareness stage are they at the consideration stage are they at the conversion stage in relation to what you have to offer and this is so powerful because while we
• 06:30 - 07:00 can also use Google ads to reach people that are in the consideration phase right because they're actively looking for things it's not as easy with them to get people into the different stages and especially to get the email address first for relatively low cost so what I do is I run lead generation campaigns on Facebook because I want to get this sweet spot of where somebody is in the market for what I have to offer but where I'm also paying relatively low cpms and low cost per email address to get them and with low cost per email address I mean something as low as €160
• 07:00 - 07:30 for the highly competitive Niche which I am in which is making money online right and coaching and course creation it's very very competitive I get a highly qualified lead for as little as €60 right now leading not into a tangible for tangible strategic freeways I can get it even lower but leading with my face right which is you know if you if we're thinking about creating brand awareness like what's better than the top of funnel can even be you know your
• 07:30 - 08:00 face and it took a while for us to to um identify the winning messaging and then use that in the ad copy so that my face can now be the front of it right but even if it's not your face even if it is the actual tangible strategic freebie or the actual Workshop that you promote I like to work with tangibles like you know mini journals affirmations planners templates scripts Etc or with workshops because they're also somewhat table but they also allow us to very very quickly spend a lot of high quality time with a lead right it's very very nurturing and
• 08:00 - 08:30 so this is my top of funnel right so this is the first touch point I'm not making a random piece of content my first touch point I am making an offer right direct response I'm a direct response marketer after at the end of the day I'm making a direct response offer my my first touch point from here I'm collecting the email address then people come onto my email list I'm sending them the workshop replay which is something that I have on YouTube right and I invite them to my next
• 08:30 - 09:00 Workshop that's the first the first leg of this and then what this leads to is from my email list I will then send people to my YouTube channel right so this is where majority of my traffic is coming from and whenever I'm publishing a new YouTube video I send this to my email list first and I quickly want to show you what this looks like I am taking charge of I'm not relying on any algorithm any platform to take care of my distribution I take care of my
• 09:00 - 09:30 content distribution right and so for example here you can see this was my latest YouTube video where I was talking about if I um were to quit my job in 2025 is exactly what I do and I'm like okay here's the YouTube the link to the YouTube video check it out and let me know what you think towards the bottom of my emails I just have my offer links that are going right now to a wait list or an application so my entry Point Community which is grow within is on a wait list because I'm also taking charge of supply and demand but that's a topic for another video um and the other one
• 09:30 - 10:00 is going to my Mastermind okay and then I'll say hey this is the software that I use and here are communities that I love uh school just came out with their affiliate system for Community owners so now you know you canot only promote the school software if you use it which not for a lot of people that are not in a similar position like I am would make sense but now you know you can promote all communities where you are a part of that you love which makes this affiliate opportunity even even better right and so this is how I'm taking care of my distribution within an hour of
• 10:00 - 10:30 publishing right and I have the email ready as soon as I publish the YouTube video I will push the traffic to my videos um on my YouTube channel and what you can see then happen with the content is that it gets a push when we're looking at reach from direct or unknown external right so I'm pushing the video and what that allows me then to do is it shows YouTube that the video is good right because I'm I'm sending the people who are interested that in this topic
• 10:30 - 11:00 right I'm sending the right eyeballs filtered from my email list like with a high push first and because these people have are in the right context they watch a relatively high percentage of the video which is why I then get an organic after push on YouTube already into the right segment right and so this is how I am again taking charge of the distribution by making sure it's getting the right push first so later on I can leverage when YouTube is sending me out
• 11:00 - 11:30 and so I am doing this for every single YouTube video that I have and I will try to combine this with also making the email valuable right so sometimes I will just send like a really short email like the one I just showed you right so especially when it's in the evening I'm tied on time but sometimes I will use the opportunity to also send a longer video where I'm giving more context for example okay so here you see me having a longer one so this is almost like a blog
• 11:30 - 12:00 post in an in a in an email right because I'm giving the context and I'm giving the the proof and I'm showing how I'm generating very intentionally multiple touch points to basically hack my way into No Lack and Trust very similar topic to what you have in this video and then you see I'm also linking back two videos on my channel right so I will not only when the video is published but also as I'm sending my nurture emails I will frequently push people back to the videos that are relevant and whenever there's a new
• 12:00 - 12:30 video I will push it out immediately right so sending nurture emails and in those emails I'm also sending people to my affiliate right because that just also helps because this is on school recurring so right now I'm around 3,971 recurring this basically is funding this whole lead generation here but we're not done yet because we are sending them to the replay of the latest Workshop but then we also invite them to the next live workshop and then when the next
• 12:30 - 13:00 live Workshop is due we're not sending nurture emails that we're spreading out a little bit more right every two days every 3 days we're sending those nurture emails now we're sending them a dedicated promo email sequence that depending on whatever we are promoting can be uh different length right so for example here this one was a a five day promo so the first emails will go to hey join me for the next upcoming live Workshop right so there's the next upcoming live workshop and then after the workshop has been done live I will
• 13:00 - 13:30 send people to the replay and say the doors to my community are opening now right because from those nurture emails we're sending them to the affiliate and we're sending them to our to my community as well like I showed you but my community is not always open because I want to be selective in the members make sure they're good fit and basically this weight list is my front loaded on boarding and I have another video about weight list that we will link somewhere here right so I sent them to the waight list and when I am on the live and now I'm like letting people catch the replay
• 13:30 - 14:00 I say the doors are open now you can join now and we're getting the people who are currently on the waiting list and who have watched the workshop into the community here right so I think one of the things where people are really really going wrong with the other model is that they forget that people need a sense of urgency to convert at a larger scale instead of just eventually occasionally trickling in right and this is also why are you feeling so burned out with the content it's like you you have to keep cranking it out and a lot of people also have the problem that
• 14:00 - 14:30 then they want to drive more traffic to their paid offers so they they lean their content that has been doing so well for them in in getting reach closer to their offers and then Their audience is like this person is becoming a sellout because they're constantly talking about their offers I don't have to do that because I can create this situation where there is more of a sense of urgency around joining right where I'm running a real promotion once a month instead of running a promotion all the time and so then um we're getting
• 14:30 - 15:00 people in here into the entry point membership but what I also do in the workshop is again also to have the cost offset more quickly so I always aim to be completely break broken even in the first month of this and grow from there from the immediate cash flow but when you're looking at my community right now you know it's um at 4% turns I have really high customer lifetime value and but one thing I also do to also immediately offset the cost and scale further is I'm also inviting people not
• 15:00 - 15:30 only that they can join the doors now but I do open up a few limited spots to book a call with me and this is a paid call so I'm charging 33 fre for a 90minut at campaign strategy and setup session and then from there because this is also a filter if somebody is already running ads or you know they have a business where they're doing really really well with this in my opinion inefficient model and they want to learn more about it I'll tell them about my Mastermind and I answer any questions
• 15:30 - 16:00 that they have around it which is what then makes them join The Mastermind if they are really a good fit and here you can see this is the other monthly cing Revenue that's just coming from my Mastermind my Mastermind is 10K per year um or with the um payment $9.99 per month but I can navigate it like this because I'm carefully crafting a real promotion event with real promotional offers instead of just constantly for the whole month just trying to push people down my funnel into this one
• 16:00 - 16:30 offer that is just really not an offer it's just uh the thing that I'm selling that's always there versus here I can carefully craft well fought out limited time offers that people can take or leave and then the doors are closing again and they have to wait and then what I'm also talking about in my workshop is my course that people then also buy on the back end of the workshop I'm not promoting it super straightforward but because I'm including it as an annual bonus if people upgrade to annual here within a certain certain time frame a lot of
• 16:30 - 17:00 people are also interested in just buying the course separately the next 10% is brand building so we we're moving up even further in the bias cycle and we are reaching now people that need to be brought to awareness about our problem and about the offer that it exists so here we're taking our best longterm YouTube content that's really representative of what we do right and here you can see for example I have my video on how to start a membership which is doing the best then I have a video on mistakes that I
• 17:00 - 17:30 made when it comes to building up my memberships and then I did a video about pricing and here you can see those videos are reaching people at a certain distribution and it also makes sense you know the broadest one most beginner friendly one about how i' start a membership from scratch gets the most reach mistakes you only care about if you are already considering pricing you only you know those are already more fought out questions so the distribution that is happening on Facebook also makes sense and then what we are optimizing
• 17:30 - 18:00 for with the campaign objective of awareness we're going after the two place and then ultimately we want to have as many people watching as long as possible these videos are fairly long right the membership one is 58 minutes the pricing one is 20 minutes and the mistakes ones is 46 minutes so if somebody has watched 25% of that video they are clearly interested in the topic what I'm doing now is I am actually
• 18:00 - 18:30 downloading the video from YouTube so let me show you this um on a specific example so I will come here edit video click on the dots download the video I will take this here my description and go to Facebook then I will put this text here if I wanted to quit my job in 2025 by building an online coaching business whether it's as a community owner on school or as an affiliate on school this is how I do it okay and then I would bring my typical introduction here with which I use on my workshop ads as well
• 18:30 - 19:00 if you want to stock my ads this is how you do it but again you know you won't make sense of it without this video what I like to weave in is my background get the road map. follow and now the video has already downloaded so we are actually uploading the YouTube video to Facebook and so I just let it process and now you are posting it here don't adding a button now because we're going to do that from the ads manager now in add miniature we want to say create we
• 19:00 - 19:30 want to pick an awareness campaign for this one because it's truly top of funnel all right so now I like to call it top of funnel and then we have video views and this one will be quit job okay and I typically like to put multiple ones into one compaign I'm going to show you this in a second but I also want to show you the setup instead of maximize reach of ads we want to say maximize true play views then you want to select your countries especially for video views I like to go just with the top four United States United Kingdom Canada
• 19:30 - 20:00 and Australia I do have a lot of customers in Germany so I will now actually break down from my recent ones if I do have a lot of German viewers or if it's not worth to include them actually at all the way you're breaking down an ad is like so breakdown country and now I can see the distribution I do have very little actually watching from here but I also
• 20:00 - 20:30 know the audience that I do reach they really like me because there's um you know um one of the few people who does that that also can serve them in German so Austria okay now for the audience other than that I leave it completely open next now I like to name it after the thing and now we need to select your Facebook page and Instagram account and instead of create ad we say use existing post now we can go change post and now as soon as our video is processed it will appear in here then we take it then
• 20:30 - 21:00 what we can do is we can add a call to action here and what I do is I add watch more and I add the link to the YouTube video and then I publish this now for the budget you would want to do something really really small so out of all your top of funnel budget which is 80 to 90% of your total budget 90% of your total budget out of all your top of funnel budget the majority should go to this only about 10% should go to Brand building right and this is something that takes a longer time time to show an effect as well now I like to do it in
• 21:00 - 21:30 the following way so this is how you set up set it up initially but as you then have more videos in your broad audience what you'd like want to do is you would want to see okay which one is my weakest one so for example here the pricing one and we can analyze it by going to the columns breakdown discover column presets and then we have the video engagement here what we see um is I want to see how many people because my I buil my retargeting audience out of the 25%
• 21:30 - 22:00 video views right so which of these comparative by the amount spent does perform the best in a sense of how audience building is it right and here I can see this video you would think it does the second best because he got the more reach and it spent more but when we're actually looking at the amount that it spent and the people it retains the pricing video although it's the most Niche does actually better than the mistakes ones and so what I'd be doing here now is uh turn off the one that
• 22:00 - 22:30 performs you know the worst in here so first I would build up my way to having free in here but then I would always turn off the one that performs worse duplicate another one and then switch it out for the latest one I posted so here for example this is quick job now I can change the post and I have to see if this processed now there you go so it's processed so that means it will come in here sometimes we have to go back and forth here a little bit there you go finally just take it it takes a little bit to process now you see it puts us
• 22:30 - 23:00 the standard call to action send a message now we want to have it towards watch more and now I like to put the YouTube url here update post and now we added it to our top of funnel what's the goal you know of this top of funnel campaign well it's twofold one goal is audience building right so I just showed you that we are building an audience of people who have watched 25% of the video right so obviously those people who are watching such a long piece of this video
• 23:00 - 23:30 they are interested in what we do right and so when we are now running our Workshop ads right or retargeting compaigns for something else um we want to be able to include them and train our ad account like this so one is the audience building the second one is that we also want to for very very low cost with this ad get people to keep watching videos of ours right so people will click through to here as well go to your YouTube channel and start binge
• 23:30 - 24:00 watching right just like they do here from the nurture emails they watch one video if they like it they will watch more of your videos right and it's a quite affordable way to build a great audience on Facebook especially for those of you that are also dealing with situations where their targeting is going away a lot of people in the health space Etc they cannot Target the type of people they want to reach anymore and also in my case you know while I used to be able to work with the coaching in self-employment coaching must also match self-employment relatively well what I
• 24:00 - 24:30 do has become quite Niche with the memberships and the school and the adart so I like to build a audience that is exactly around what I do and with Facebook going more and more away with the audience-based targeting it's also great if you can lean into building up your own basically audiences for remarketing one person who is excellent at this right so if you think that this is interesting um with the videos this is just scratching the surface one person you should check out for this is
• 24:30 - 25:00 um my friend Laura py but what I want to share you here is now we're having this ad now we're building our audience now we're getting more people for very very cheap also onto our videos right and familiar with our brand now one thing that we also want to do with these ads right because these ads are quite out there it is that we want to grow our social media following in Reverse organic so what does that now mean and look like so when people are seeing your ads and this is true for the lead generation campaigns that they see but
• 25:00 - 25:30 it's also true for these um top of funnel ads right when people are seeing your ads they're like who is this and they click through and when they're clicking through on Instagram they go to your Instagram profile right and this is how I've been able to actually grow my Instagram to 40,000 followers which you know the social proof just does give you a lot of credibility and also my Facebook page to over 11,000 followers majority is on the back of my ads right so I never created content to get followers I just got followers on the back of my my ads that you know watched
• 25:30 - 26:00 the videos and they liked what I did or they signed up for the workshop and they liked what I did had me on YouTube and then they would also follow me on Instagram but not for my content but for who I am right so it's much more building a fan base than it is producing content to generate followers that then will consume more of your content that that you're putting out for free right and so they're mainly there for your free content these people are mainly there for me and because they want to follow my journey rather than they want to consume Doom free content from me right which is also takes off that
• 26:00 - 26:30 burden from me to always be in the hamster wheel and when I'm producing pieces I can make sure that they're seen and I can produce those long firm pieces of content where people spend a lot of time with me which are actually nurturing closer towards the conversion right so I don't have to create things that that bring in people top of funnel and because they're what uh what people care about I can make the long- form content like this that I care about where I say the things that are really mattering where people spend a lot of time with me and then eventually make it
• 26:30 - 27:00 much more likely for them to convert even with a lower view count right because it's the right type of VI is very very targeted and on YouTube I'm fine for them subscribing for the content because that is the content that really really moves the needle towards nurturing conversion if I could only do one form of content it would be the long form YouTube um content because that's also what's needed to make the email list convert eventually and this is how I'm able to now use Main L leads events
• 27:00 - 27:30 not sales and still get the sales because I'm able to do my own nurture like that that's one thing we want to put those out to grow our following in the right way and to build our remarketing audience and then from our our remarketing audiences what we also want to do is we want to introduce a middle of funnel Another Touch point where we are leveraging that social media content where we think it is representative of what we want to be known for right so here's a snippet for
• 27:30 - 28:00 example from my Mastermind and it has 31,000 views and people are like oh this video did really good for your account no I decided that I want this video to do really well for my account because I want people to see me presenting in front of those other memberships and online business owners right explaining thing free things I don't do anymore as a membership owner after scaling $25,000 in monthly curring revenue and 6,000 um paid members across you know my stripe and um my school platform forms I want people to see this and know this about
• 28:00 - 28:30 me which is why I'll pull it out specifically and I leverage it but not to a cold audience right because I only want to leverage long form content to a cold audience because then it builds the audience and the brand the short firm I just want to put in between people signing up for the workshop and people have seen these ads I am just selecting now an engagement campaign so not awareness we're moving down the funnel we're putting an engagement campaign and we are going for video views maximize
• 28:30 - 29:00 through place on the engagement campaign yes that is inol the awareness and engagement campaign and we're retargeting people who have visited our school page right so they already had interest and people who have engaged with our lead form in the last 90 days which is this where we're collecting the the leads on Facebook and they have watched one of the long-term videos for a minimum of 25% now we're showing them the short firm video right so it's also meaningful to get those views right so I I don't care about anyone see this except the people that that are
• 29:00 - 29:30 good fit for what I do right and this is why this is also very very affordable so for a couple weeks I will have this for $3 a day and again then this ad feeds back into here okay and so it builds that trust and it nurtures and then these are the Lo this the lubricant towards the conversion later down when I'm having my live workshop and when I'm opening the doors so that's the intersection in between where we're also having the engagement campaign and then one thing we're also doing with an
• 29:30 - 30:00 engagement campaign is it's an engagement campaign but we're not going for video views and maximizing true place we're actually going for post engagement maximizing engagement with a post so we're taking these videos that we have posted to our page and we are running a middle of funnel again we want to have the right type of people right the people that actually matter we want them to leave a like under this video which will then help us to get the code people that are seeing this to give it a
• 30:00 - 30:30 chance to watch it and to watch it potentially longer because it has a lot of likes on it so how do you set that up now we are coming in here create engagement continue manual middle of funnel and now we have long video likes next the engagement type is post engagement maximize engagement with a post $3 quite low our countries United States now we're coming down here switch to original audience settings and now we want to use just our custom audiences
• 30:30 - 31:00 everybody who has been on our about page everybody who has engaged with our lead form and everybody who has watched one of the long firm videos right we want them to like it and then we need to un toogle this otherwise it shows it to everyone you see this it will show it to to other people as well but we want to create this familiarity right so we want to nurture that audience that we built and now we again need to select our page existing post and now we want to select this post and publish it and now we also
• 31:00 - 31:30 are optimizing for getting these likes because if we're only optimizing for the video views people don't leave a like necessar here but optimizing for these will get more people to watch it for longer right and we also again help with people then clicking through and following us so that is the brand leg and ultimately it also goes back to because I'm also sharing my latest YouTube videos in the stories right the carousels that I create they talk about watch my latest YouTube video right so
• 31:30 - 32:00 from my Instagram this is maybe also good Insight I am pushing back to my I'm explaining something here this was to to go to the live Workshop but from the regular things that I do I push always back to my YouTube channel I will also say hey watch my YouTube video and the link that I have here on Instagram is my YouTube it's not my school I want people to go back and watch the Youtube videos okay because the YouTube is what creates
• 32:00 - 32:30 enough connection and understanding about what I do to really bring in the right type of people here towards the waiting list and nurtures the people on my email list that my promotion campaign doesn't fall on that on that deers right and so when we're then doing the promotion campaign we are promoting the next live Workshop to sign up I live stream those to YouTube and then I promote the replays this is when I promote the replays and then I switch from promoting just to replace to just promoting doors open and my call and
• 32:30 - 33:00 that leads then again to people joining grow with Evelyn or having the paid call from where I can invite them if they're good fit to The Mastermind or going you know to the almost Evergreen and this is how I basically streamline my content and getting the right eyeballs on it when it matters I don't need to be in the hamster wheel I can re push to these videos and I can make sure that the people that I'm selecting here right so right from the
• 33:00 - 33:30 GetGo instead of aiming for everyone I'm just getting the right type of people in here through the leads and through the awareness through making the video view audience right from the getg go I only care about building the right type of audience getting the right type of eyeballs and then I saturate those eyeballs with enough meaningful touch points making the most out of them as well because I'm growing my status as an expert and then using the actual email to rreach for free instead of also
• 33:30 - 34:00 trying to make my content re-re my audience for free I actually use the emails and if I need to retargeting campaigns to re-re the right type of people with the right type of message when I need it so I can run a promotion get more signups into a more elaborate setup where I also end up getting higher customer lifetime value not only because of the offers that I can make but also because of the higher retention I can create because people are coming in a lot more nurtured and a lot more clear around what I do okay so the next time
• 34:00 - 34:30 you're thinking about what type of YouTube videos you could create that get a lot of reach right or what type of reals you can create to get a lot of reach just stop it just think about what type of lead magnet tangible or Workshop would bring in the right type of people set up your ad for that and then create the content that fills in the gap for these people from when you had the first touch point to when they're actually converting right and you'll be a lot happier not on the content hamster wheel
• 34:30 - 35:00 and not desperate because you are just like me not necessarily A content Wizard and somebody who is a digital native and can do this a lot of the top ofun content that I see working well for competitors is very over the-top um you know relying on the income claims for example or you know it just has to become more and more extreme to to be competitive or more and more kind of broader into areas where they are either going like really polarizing right or
• 35:00 - 35:30 where I'm like is this really truly your expertise with this setup you can really stay in your lane and have the conversations you care about as well and that truly matter for your clients okay so you don't have a Content creation problem you have a Content distribution problem and I showed you in this video how to solve it for good if you found this helpful consider checking out another video on the channel or becoming a subscriber thank you so much and bye for now