Join us, as Louise Brogan and I discuss how YouTube, an often overlooked platform, can be a powerful tool for attracting clients and driving business success. Our guest shares her journey of using YouTube as a complementary platform to her LinkedIn-focused business strategy, ultimately amassing over 10,000 subscribers and generating client leads.
Discover actionable insights and strategies for harnessing the potential of YouTube to turn views into leads and expand your business reach. Whether you’re a small creator, an entrepreneur, or a business owner looking to expand your online presence, this episode offers valuable tips and inspiration to use YouTube as a marketing tool and achieve tangible results.
About Louise Brogan
Louise Brogan runs a LinkedIn Marketing Agency to help businesses understand how to use LinkedIn for business. Some of Louise’s notable achievements include being named a Small Business Champion in the UK and entered the Small Business Saturday Top 100, where she was recognised as the Small Business of the Year. With over a decade of experience in marketing and business development, Louise has solidified her position as a leading authority in leveraging social media platforms for business success.
She is one of the speakers at TubeFest, on May 23rd 2024.
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Transcript
Hello, welcome to YouTube Success.
Matt Hughes:My name is Matt Hughes, King of Video.
Matt Hughes:And I'm here with Louise Brogan.
Matt Hughes:Louise, that is how you say your name, right?
Louise Brogan:Yes.
Matt Hughes:Okay, good.
Matt Hughes:I just had to check for a minute there.
Matt Hughes:My brain went, Matt, you've just pronounced the name wrong.
Matt Hughes:Always does this to me.
Matt Hughes:So I'm here with Louise.
Matt Hughes:Louise is, well, I'll tell you what we normally do Louise, is we get our guests
Matt Hughes:to introduce themselves and then I'll add a bit of padding around it if I don't feel
Matt Hughes:like you've sold yourself well enough, but I'm sure you're good enough at doing this.
Matt Hughes:You know, a lot of people when I asked them to introduce yourself, they just
Matt Hughes:don't make out that they're amazing.
Matt Hughes:And I'm always disappointed about that.
Matt Hughes:So go for it.
Matt Hughes:Tell us what you do and we can talk about why we got you here.
Louise Brogan:Okay.
Louise Brogan:So I run a LinkedIn marketing agency.
Louise Brogan:We are based in Belfast, Northern Ireland.
Louise Brogan:However, we don't have any Northern Irish clients.
Louise Brogan:We work with clients from all over Europe and North America, a few from Australia,
Louise Brogan:New Zealand, and we help people.
Louise Brogan:My goal really is to help people understand how to
Louise Brogan:use LinkedIn for business.
Louise Brogan:That's everything it's about, and that's from my free content to my
Louise Brogan:paid services that we offer, training workshops and done-for-you services.
Louise Brogan:I'm in business 11 years this year.
Louise Brogan:And I switched over to LinkedIn about 5 years ago.
Louise Brogan:So it originally was social media management across all social media.
Louise Brogan:I actually had a great relationship with Facebook at one time where I was hosting
Louise Brogan:business breakfasts on behalf of Facebook and Instagram in Northern Ireland.
Louise Brogan:And then I decided to niche down to LinkedIn for a couple of different
Louise Brogan:reasons, but mainly because being niched down in social media,
Louise Brogan:it's just a good idea really.
Louise Brogan:And allowed me to focus on it.
Louise Brogan:And yeah, I'm also a small business champion in the UK, which I love.
Louise Brogan:I get to go to the House of Lords and swan about having canapes and champagne
Louise Brogan:with other small business owners.
Louise Brogan:And a year and a half ago, Matt, I got invited to meet the King because of that.
Louise Brogan:So I was invited to Buckingham Palace to meet King Charles in recognition of
Louise Brogan:my work with small businesses in the UK.
Louise Brogan:The small business work is all voluntary stuff that I do, and the main business
Louise Brogan:is LinkedIn, whether it's done for you or teaching you how to do it yourself.
Matt Hughes:Wicked.
Matt Hughes:Well, I mean, there's definitely no padding I need to add there.
Matt Hughes:I think that all sounds very impressive enough.
Matt Hughes:So small business champion, is that a role that you're given?
Matt Hughes:How do you end up doing that?
Louise Brogan:Yeah, so in 2017, I entered the small business Saturday Top 100.
Louise Brogan:It's not an award as such, but basically they focus on 100 businesses every year
Louise Brogan:in the run up to Small Business Saturday, which is the first Saturday in December.
Louise Brogan:So I applied to be in that and I was successful.
Louise Brogan:So that was in 2017 and they liked me and they asked me
Louise Brogan:to do some webinars for them.
Louise Brogan:And then they asked me, would I be one of their champions?
Louise Brogan:So I've been a champion for them since definitely since before the pandemic.
Louise Brogan:And they made me their business, Small Business Of The Year during
Louise Brogan:the pandemic, which was hilarious.
Louise Brogan:So I was at home, I'd just been out like with my son horse riding or something.
Louise Brogan:So it was whenever we were all allowed to be out and about,
Louise Brogan:we weren't really traveling.
Louise Brogan:So I was sitting in my house in my like, you know, sloppy trackies type of
Louise Brogan:thing, and there's a knock at the door and there's the Small Business Saturday
Louise Brogan:guys, live streaming and they'd see me as their Small Business Of The Year.
Louise Brogan:And I was like, better, better,
Matt Hughes:Give me a minute.
Matt Hughes:Better
Louise Brogan:nervous that it'd be good.
Louise Brogan:I was like,
Matt Hughes:I mean, I don't watch TV anymore, but it's like those shows
Matt Hughes:that they do on the Saturdays and they get people and they're always
Matt Hughes:in the gyms or the ones or whatever.
Louise Brogan:Oh my God.
Matt Hughes:And it gets some lippy on or whatever it is that you do.
Louise Brogan:Hilarious.
Louise Brogan:It was hilarious.
Matt Hughes:Wicked.
Matt Hughes:Well, that's
Louise Brogan:were lovely.
Louise Brogan:And luckily, it was only live streamed to their community.
Louise Brogan:Thank heavens.
Matt Hughes:Good.
Matt Hughes:Well, I mean, you know, and I hear that story and it just, although it
Matt Hughes:sounds really impressive, actually the way you describe it sounds
Matt Hughes:really just like it's normal.
Matt Hughes:And actually, it's not normal at all, all of these things that you've achieved.
Matt Hughes:And I think, you know, I asked about the small business champion thing
Matt Hughes:because I think all of the people that I speak to on this podcast
Matt Hughes:are champions of small business.
Matt Hughes:So not necessarily they maybe have official title or they've not got that
Matt Hughes:backstory really, but the great thing about the creator community in general
Matt Hughes:is for the most part, we're all doing stuff actually that we really love doing.
Matt Hughes:And so it kind of feels weird that we get paid to do it as well.
Matt Hughes:And so therefore everyone I speak to in the creative community
Matt Hughes:is really happy to be doing it.
Matt Hughes:It's not like you're stuck in a corporate job that you hate.
Louise Brogan:No.
Matt Hughes:So, good.
Matt Hughes:So, thanks for sharing that.
Matt Hughes:And just like some of the other guests I've had, we've had Judi
Matt Hughes:Fox, who's LinkedIn as well.
Matt Hughes:It feels weird having a LinkedIn person on YouTube, but we've got a
Matt Hughes:really nice YouTube journey to share.
Matt Hughes:You're a speaker at TubeFest as well for the same reason.
Matt Hughes:And so what I really wanted to do is dig into this.
Matt Hughes:And what we just talked about backstage was how people like you and me,
Matt Hughes:who are classed as small creators.
Matt Hughes:So there's a guy whose name I forget right now, who started
Matt Hughes:the hashtag, no small creator.
Matt Hughes:I think a small creator is defined as like less than a hundred thousand,
Matt Hughes:which seems ridiculous to me anyway.
Louise Brogan:Oh my Lord.
Matt Hughes:but, or maybe it's less than 10,000.
Matt Hughes:So maybe you've gone past that.
Matt Hughes:But the point is we are in a position where we can be great examples for
Matt Hughes:people that are getting started, people that are thinking about this.
Matt Hughes:And in your case, YouTube wasn't the focus.
Matt Hughes:Actually LinkedIn was the focus, like you say, and you've
Matt Hughes:grown to 10,000 subscribers.
Matt Hughes:So can we talk about then your YouTube journey and how that all came about?
Louise Brogan:Love to.
Louise Brogan:So it's, and I'll cover a little bit about this at TubeFest.
Louise Brogan:So I love that I have a YouTube channel and I have all these people who message
Louise Brogan:me and ask me questions on YouTube.
Louise Brogan:It's like a wonderful part of my business.
Louise Brogan:And it actually has ended up bringing leads to me, but during the pandemic,
Louise Brogan:it was 2020, I started this.
Louise Brogan:So I was in a little mastermind group with five people.
Louise Brogan:It was five of us all together.
Louise Brogan:I called it my English mastermind.
Louise Brogan:So there's three guys in England, a woman from Australia
Louise Brogan:and me in this little group.
Louise Brogan:We had actually formed a mastermind before the pandemic.
Louise Brogan:So when the pandemic hit, we were like a lifeline to each other.
Louise Brogan:And in that group, there's two guys who are really big on YouTube.
Matt Hughes:Who are they?
Matt Hughes:Can you name them all?
Louise Brogan:Yeah, absolutely.
Louise Brogan:So Tom Martin, who started the BBC's YouTube channel and Luke Sharon who does,
Matt Hughes:Well.
Matt Hughes:Yeah.
Louise Brogan:Yeah.
Louise Brogan:So Luke's on a video marketing agency.
Louise Brogan:His personal YouTube is all about fitness and Marvel characters.
Matt Hughes:Yeah.
Matt Hughes:Yeah.
Matt Hughes:Really fascinating.
Matt Hughes:Actually, I dunno if I've told you this 'cause you must have told me
Matt Hughes:about Tom before, but the first time I went to VidSummit in the US, the
Matt Hughes:first session I saw was Tom Martins.
Matt Hughes:And he was a British guy and I was like, Oh, there's a British guy here.
Matt Hughes:And it blew me away.
Matt Hughes:He did like a keyword thing.
Matt Hughes:I did ask him to speak at TubeFest actually, but he said he wasn't
Matt Hughes:really doing that stuff anymore.
Louise Brogan:No, he's not doing that now.
Louise Brogan:Yeah.
Matt Hughes:But it blew me away and he built like this whole
Matt Hughes:channel around a barbecue food.
Matt Hughes:And he was like, I'm going to give away this channel.
Matt Hughes:I've done all the research.
Matt Hughes:It's going to get loads of subscribers, but I don't want it.
Matt Hughes:It's just for the presentation.
Matt Hughes:But oh, that's fascinating that you were in that together.
Matt Hughes:And then of course, Luke, Luke's channel is growing massively as well, isn't it?
Matt Hughes:So
Louise Brogan:Yeah.
Louise Brogan:Yeah.
Louise Brogan:So Luke actually was in the, he does a lot of YouTube Shorts and he was in the
Louise Brogan:Shorts programme thing that they did.
Louise Brogan:I don't know the proper terminology for it, but yeah, he's made a
Louise Brogan:ton of money from his channel.
Louise Brogan:It's amazing.
Matt Hughes:Yet?
Louise Brogan:Yes.
Louise Brogan:And then they said, Louise, you should do a YouTube channel about, you know
Louise Brogan:about LinkedIn and I'm like, oh, well it turned out, Matt, that I actually had
Louise Brogan:done, I had tried YouTube previously, and I'd done some videos about Facebook
Louise Brogan:and I got an email from YouTube one day to say, your video has passed, I don't
Louise Brogan:know, like a thousand views or 2000 views.
Louise Brogan:I'm like, what video?
Louise Brogan:And I said to Tom about it, and he went, Louise, you've got a YouTube
Louise Brogan:channel and you didn't realise.
Matt Hughes:Do you know how many people I hear that they say that and
Matt Hughes:they're like, oh, let me just have a look and they log in and they're
Matt Hughes:like, oh my god, I've got 70,000 views on this video from seven years ago.
Louise Brogan:So he said, I think you could really give this a go.
Louise Brogan:So it was a pandemic.
Louise Brogan:I've got three teenagers.
Louise Brogan:They were at home and you know, people with little kids during
Louise Brogan:the pandemic had to do a lot of handholding, but when they're
Louise Brogan:teenagers, They are kind of getting on and doing their own work themselves.
Louise Brogan:So I'm like, I might as well give it a go.
Louise Brogan:Sure.
Louise Brogan:What else am I going to do locked up in the house all day?
Louise Brogan:So I started making videos and it was hilarious because I had no
Louise Brogan:idea what the heck I was doing.
Louise Brogan:And then people started to comment on it, on the videos.
Louise Brogan:And it was always, I've always come at it from how can I create a video to
Louise Brogan:answer a question on how to use LinkedIn?
Louise Brogan:And the comments I get, Matt, from people are things like, I love how
Louise Brogan:you explain that so clearly, Louise.
Louise Brogan:Lots of people say, I don't like those other videos where people are like jumping
Louise Brogan:around and waving their arms in the air.
Louise Brogan:It's just, we watch your video and you literally answer the
Louise Brogan:question that I wanted to ask.
Louise Brogan:So I started, I was getting, I was getting a buzz out of it, right?
Louise Brogan:It was fun.
Louise Brogan:It was fun.
Louise Brogan:And then I thought, Oh, I need to hit this 1,000 subscriber thing.
Louise Brogan:And then I need to hit this 4,000 watch hours thing.
Louise Brogan:And then I started to like get some serious traction.
Louise Brogan:And it was really funny.
Louise Brogan:I spoke at Uplift Live, which was the UK's first LinkedIn conference.
Louise Brogan:It was in 21st of March, just only a few weeks ago.
Louise Brogan:And all the other LinkedIn speakers, there's seven other speakers.
Louise Brogan:They were all like "Louise, how have you cracked this YouTube thing?"
Louise Brogan:Like, you know, they're, half of them are posting videos on YouTube
Louise Brogan:and they're getting nothing.
Louise Brogan:They're getting nowhere.
Louise Brogan:And I'm like, well, you know, maybe it's my personality.
Louise Brogan:I like to learn how to do things.
Louise Brogan:And it's still, like I said to you, Matt, it's a baby channel.
Louise Brogan:You know, I've got 10,000 subscribers, which I know is tiny, compared to
Louise Brogan:most YouTubers, but to the other people who are in my space, they
Louise Brogan:are all looking at me going, how the heck did you make that work?
Matt Hughes:Okay.
Matt Hughes:Well that's fascinating and I'll come back to that in a second.
Matt Hughes:Can we just talk about your strategy?
Matt Hughes:What?
Matt Hughes:You said you started in 2020, or you got serious about it in during lockdown.
Matt Hughes:What was, did you have a strategy?
Matt Hughes:Did you think about it strategically or did you just think I'm just
Matt Hughes:going to post some videos?
Louise Brogan:Well, I did think about it strategically.
Louise Brogan:I did think how do I, I wanted to learn how to do it properly.
Louise Brogan:I did outsource thumbnails to people on Fiverr for a while.
Louise Brogan:And then I thought, I'm sure I can do this myself.
Louise Brogan:So I think while the channel wasn't making any money, I wasn't
Louise Brogan:prepared to put any money into it.
Louise Brogan:And I did meet Austin Armstrong in San Diego when we were at
Louise Brogan:Social Media Marketing World, who is one of the other speakers.
Louise Brogan:I'm really like, I'm so excited to see the other speakers at TubeFest because I feel
Louise Brogan:like I'm gonna learn so much from them.
Louise Brogan:And he said to me, I said, you know, this is where I'm at with the channel.
Louise Brogan:It's really small, but I am getting business leads from it.
Louise Brogan:And he said, well, Louise, the channel could be your whole business.
Louise Brogan:And I'm like, I don't think so.
Louise Brogan:I don't think that's really, I don't think that's possible.
Louise Brogan:And he says, absolutely.
Louise Brogan:It could be says, you know, if you start to invest, you know, in
Louise Brogan:getting professional editing, help prevent, please don't pitch me.
Louise Brogan:Anybody watching this?
Louise Brogan:And I thought, yes.
Louise Brogan:So, you know, I can see that being the case in the future.
Louise Brogan:But right now I'm building a LinkedIn business.
Louise Brogan:and we do, and you can't focus on different things.
Louise Brogan:So the strategy for the channel turned into 'here is somewhere to send people,
Louise Brogan:who don't want to pay for our services.'
Louise Brogan:And that's genuinely, that's what I see it as, because you think about
Louise Brogan:the small business champion work that I do, a lot of those webinars I do
Louise Brogan:for the small business community.
Louise Brogan:Those are small startups.
Louise Brogan:They are what Americans call the mom and pop shops.
Louise Brogan:They don't have the money to spend to outsource their LinkedIn work, but they
Louise Brogan:want me, they want to ask me questions and I want to help them, but I don't
Louise Brogan:want to spend, you know, I don't want to say, Oh yeah, you can get on a call with
Louise Brogan:me and pick my brain for half an hour for free, you know, three times a week.
Louise Brogan:I don't really have time to do that because I have a
Louise Brogan:team and a business to run.
Louise Brogan:So instead, I thought, well, why don't I just answer all their
Louise Brogan:questions and make videos out of them?
Louise Brogan:And because I know these are the questions people have, then more people
Louise Brogan:are going to watch those videos, right?
Louise Brogan:So that's kind of been the strategy.
Louise Brogan:It's been like a resource that I can send people to.
Louise Brogan:But then about a year and a half ago, it changed it, but it changed a little
Louise Brogan:bit for me because I started getting what I call a different level of
Louise Brogan:followers on YouTube, a different, like this senior people at the big
Louise Brogan:companies, like the head of venture capital for one of the big accountancy
Louise Brogan:firms in the UK found me through YouTube.
Louise Brogan:A client found me through YouTube because he was in China and he was looking for
Louise Brogan:answers to questions about LinkedIn.
Louise Brogan:The head of security for one of the big, what do you call, it's a
Louise Brogan:gang, the Google, Apple, whatever.
Matt Hughes:Yeah.
Louise Brogan:Like the head of, one of the head of their
Louise Brogan:security found me through YouTube.
Louise Brogan:And I was like, oh, this is interesting.
Louise Brogan:Somebody who was then the head of LinkedIn advertising in Dublin
Louise Brogan:found me through, you know.
Louise Brogan:So these bigger power players, I guess, in industry were starting to
Louise Brogan:connect with me and they would all say, Oh, we find you on YouTube.
Louise Brogan:And I thought, Oh, there's more to this than me just answering questions
Louise Brogan:and sending my lovely small business friends this content for free.
Louise Brogan:So I need to take this a bit more seriously.
Louise Brogan:So I'm starting to do more strategic content on the channel that is around
Louise Brogan:how to use LinkedIn company pages and how to use LinkedIn from that
Louise Brogan:larger corporation point of view.
Louise Brogan:But of course, Matt, that doesn't get as many views.
Louise Brogan:So it's like you're in a juxtaposition here because if I create lots of videos
Louise Brogan:on how to write your LinkedIn profile, how to write a LinkedIn post, how to
Louise Brogan:message someone on LinkedIn, how to post on LinkedIn, those videos get thousands
Louise Brogan:of views, but don't bring me any business.
Matt Hughes:Okay.
Louise Brogan:Whereas,
Matt Hughes:Yeah, well, look, there's so many things I've got to dig into.
Louise Brogan:Sorry, I will stop.
Matt Hughes:It's all right.
Matt Hughes:It's all right, because it's really important.
Matt Hughes:And I've been just making notes to talk about these things because I feel
Matt Hughes:like I'll talk to you for hours if I don't ask some of these questions.
Matt Hughes:I want to talk about the first thing, which is here's where to
Matt Hughes:send people who can't afford me.
Matt Hughes:That is such an abundant way of thinking, and it is so hard for a lot of people
Matt Hughes:that are not in an abundant mindset.
Matt Hughes:And I just assume everyone knows what I mean by that.
Matt Hughes:For anyone that doesn't know, your mind is in one of two places most of the time.
Matt Hughes:It's either in lack or abundance.
Matt Hughes:And if you're in lack, it's in a position where I've been
Matt Hughes:before, where I've been in debt.
Matt Hughes:And I always describe it as this cloud over me, that this financial
Matt Hughes:cloud that stops me being thinking about things in a really positive way,
Matt Hughes:because I'm always worried about money.
Matt Hughes:When you get into abundance and you don't think about that.
Matt Hughes:And I'm just talking to this from a financial point of view.
Matt Hughes:You suddenly start to see the world in a different way.
Matt Hughes:And the way you described that, here's where to send people who can't afford me.
Matt Hughes:The reason why that's abundant is because you're giving away your stuff for free.
Matt Hughes:And it's probably one of the biggest objections people have
Matt Hughes:with YouTube is like, what happens if I give away all my stuff?
Matt Hughes:Will people just not hire me?
Matt Hughes:And actually you recognise that you couldn't help those people at the lower
Matt Hughes:end, lower financially, not as people.
Matt Hughes:I want to make that clear.
Matt Hughes:So you just gave them the content and so you delivered value to them fast.
Matt Hughes:And of course, a lot of those smaller businesses, those mom and pop shops.
Matt Hughes:Some of them end up big businesses.
Matt Hughes:And so you help them in 2020 in the pandemic, when they can't open their shop.
Matt Hughes:And in two years time, when they can afford you, because things have opened
Matt Hughes:back up again, they go, I remember Louise.
Matt Hughes:Louise is the one that helped me when things were really bad for us.
Matt Hughes:Yeah,
Louise Brogan:Yeah, and I think as well, um, there's, you know, when
Louise Brogan:you, I've said to people, people say, if I'd had a sales call a week and a
Louise Brogan:half ago, Matt, with an organisation, it's quite a big organisation and
Louise Brogan:they were talking to me about LinkedIn training and doing several sessions of
Louise Brogan:LinkedIn workshops for them and their staff, you know, like from senior level
Louise Brogan:on, so there'd be multiple workshops.
Louise Brogan:So it'd be a really good contract to win.
Louise Brogan:And I just said to them, everything I will teach you, you can learn
Louise Brogan:for free on my YouTube channel.
Louise Brogan:So, you know, and that actually won me the contract because they
Louise Brogan:were like, well, it's, it shows integrity and honesty, I think.
Louise Brogan:And companies who have the budget don't want to sit and
Louise Brogan:work through YouTube videos.
Louise Brogan:They want you to come and deliver it bespoke to them.
Louise Brogan:And that's something I learned as well.
Louise Brogan:You know, Gavin, the guy in China, and I've checked with him, he's
Louise Brogan:going to be on my presentation.
Louise Brogan:He's okay with that.
Louise Brogan:You know, everything that I have talked to him about, he could sit
Louise Brogan:and do on his own, but he is busy off building this global business.
Louise Brogan:And didn't want to have to do that.
Louise Brogan:He wanted to outsource and pay for our services and he did for a year.
Louise Brogan:But he could have sat and did it all himself, but that's not his thing.
Louise Brogan:It's not that it's not his skillset cause he could have learned it.
Louise Brogan:He is just on a different level of the business.
Louise Brogan:And that's, I think, I've been in business 11 years.
Louise Brogan:And when I started out, if I think about the clients that I started working with,
Louise Brogan:they were a Pilates instructor, a local businessman who owned three kebab shops,
Louise Brogan:really fabulous, fabulous businesses.
Louise Brogan:And now I'm working with global learning and development companies,
Louise Brogan:you know, my clients turnovers are in the 7 and 8 figures.
Louise Brogan:And I think when you start out in business, if someone had said that
Louise Brogan:to me 10 years ago, I'd be like,
Matt Hughes:No way.
Matt Hughes:Yeah, yeah.
Matt Hughes:I'm gonna get a call from China to go and deliver some training.
Matt Hughes:No way.
Louise Brogan:Yeah, exactly.
Louise Brogan:It's like, what?
Louise Brogan:It's crazy.
Louise Brogan:And you learn, you know, and I have the luxury of being in business that
Louise Brogan:long that it has come incrementally and with the YouTube journey, I think I
Louise Brogan:started off thinking, could I do this?
Louise Brogan:But also Matt, you know, I'll be 50 this year and I get a real kick
Louise Brogan:out of being a woman who's going to be 50, who's a YouTuber because I
Louise Brogan:don't think we're in the majority.
Matt Hughes:Uh, I think it's a growing area is older people.
Matt Hughes:But still nothing towards what the gamers and a lot of
Matt Hughes:the younger people are doing.
Matt Hughes:That's kind of a natural area for them.
Matt Hughes:and again, I get that as an objection quite a lot as well is like, why
Matt Hughes:would I start a YouTube channel?
Matt Hughes:I'm like, I'm 40, you're almost 50.
Matt Hughes:And I think that's why I want to see us as like inspirational or
Matt Hughes:aspirational people, because we're doing it anyway, you know, like you
Matt Hughes:can sit and complain about how old you are, but actually from my perspective.
Matt Hughes:And actually from your corporate client's perspective, age brings
Matt Hughes:experience and you're, you say 11 years.
Matt Hughes:So if you're almost 50 now, you was 29.
Matt Hughes:Hold on.
Matt Hughes:That's my wrong.
Matt Hughes:39 when you started, right.
Matt Hughes:And again, in the way you described it as like, I couldn't have imagined
Matt Hughes:getting those kinds of contracts at that point, but there was someone else
Matt Hughes:that was 35, who was doing that already.
Matt Hughes:So it's just experience and the experience can be, you can have it in your twenties,
Matt Hughes:if you're fortunate enough to have made good decisions in your twenties, I was
Matt Hughes:too busy having kids and getting drunk.
Matt Hughes:Or you can get it a bit later on.
Matt Hughes:And I think that's massively important is understanding where the value is.
Matt Hughes:And actually the other thing about your clients now is they understand the
Matt Hughes:value of having the person in the room.
Matt Hughes:They know that the quick route to success is not learning by yourself.
Matt Hughes:It's a route to success if you've got no money and you can't make the
Matt Hughes:investment, you can learn anything now.
Matt Hughes:Everything is out there.
Matt Hughes:And you can just get on the ladder.
Matt Hughes:But if you're further ahead and you've got the money and the funds to invest,
Matt Hughes:you want to get the best people to give you the best strategies right now.
Matt Hughes:I need to do it now.
Matt Hughes:And I want to pay somebody to give me that shortcut to success.
Matt Hughes:So, that's what you get.
Matt Hughes:And it's great to see that that's happening.
Matt Hughes:And I love what Austin said to you as well.
Matt Hughes:I've made a note of Austin's point because Austin is a fascinating guy.
Matt Hughes:Again, when I'm
Matt Hughes:playing down our roles on YouTube that when you meet somebody like Austin.
Matt Hughes:So if anyone that doesn't know Austin Armstrong, he's got something like 6..
Matt Hughes:700,000 subscribers across every platform, pretty much.
Matt Hughes:And he's the kind of person that you meet.
Louise Brogan:So unassuming.
Matt Hughes:He's not only is he a very humble guy, he
Matt Hughes:will sit and drink with you.
Matt Hughes:Like he's a great person to hang around with.
Matt Hughes:I expect to see him in the bar at the after-party.
Matt Hughes:But he doesn't have any limiting belief about content.
Matt Hughes:And I think a lot of the time when people look at YouTube, perhaps you
Matt Hughes:experience this a little bit at the start as well, is thinking like it's
Matt Hughes:not for me, because why would I do that?
Matt Hughes:I'm the LinkedIn person.
Matt Hughes:I'm doing this thing like YouTube's not for me.
Matt Hughes:Actually, the thing you had, the benefit you had right at that point is Tom and
Matt Hughes:Luke, because they were the, they were your people that, that were through that
Matt Hughes:glass ceiling that said to you, shut up, Louise, come on, get on with it.
Matt Hughes:This is for you.
Matt Hughes:This is absolutely for you.
Matt Hughes:So you need that mentor or somebody to help you power through, right?
Louise Brogan:Yeah.
Louise Brogan:And do you know what's the funny thing about it is, when they look
Louise Brogan:at, when they look at Tom, you know, cause we're good friends.
Louise Brogan:When they look at my, the money, the rate, what's the rate
Louise Brogan:called for a thousand views?
Matt Hughes:Cost per click.
Louise Brogan:Yeah.
Louise Brogan:Like it's phenomenal compared to what they're..
Matt Hughes:Yeah.
Matt Hughes:Yeah.
Matt Hughes:Your niche is the right niche.
Louise Brogan:Because of the niche I'm in and I got a message
Louise Brogan:from, so Mark Williams is a Mr.
Louise Brogan:LinkedIn in the UK.
Louise Brogan:He has had the LinkedIn Informed podcast now called Informed
Louise Brogan:podcast for six years or something.
Louise Brogan:And he messaged me and he said, Louise, you have got the most
Louise Brogan:desirable job in the world.
Louise Brogan:It's what all the kids want.
Louise Brogan:You're a YouTuber.
Matt Hughes:Yeah, absolutely.
Matt Hughes:And
Louise Brogan:I thought it was hilarious.
Matt Hughes:The other great thing about it as well.
Matt Hughes:And another thing that people fail to recognise is right at the start, you
Matt Hughes:talked about, you know, I needed to get to that 1000 subscribers and the
Matt Hughes:watch hours and that kind of thing.
Matt Hughes:People really focus on the numbers.
Matt Hughes:And again, you talked about it, like those corporate numbers, a much lower
Matt Hughes:when you're doing the content for those corporate clients are much lower,
Louise Brogan:Oh yeah.
Louise Brogan:So much lower.
Matt Hughes:But there's two things there.
Matt Hughes:The first one is that you realise that you needed to get to 1000 subscribers,
Matt Hughes:but you know it's compounding.
Matt Hughes:Everything you do is compounding.
Matt Hughes:So as long as this channel is growing, it's not dead, it's not flat lined.
Matt Hughes:Even if it's growing by a little bit.
Matt Hughes:Over time, as you've demonstrated for years, you've got to 10,000
Matt Hughes:by being consistent across that.
Louise Brogan:Yeah.
Louise Brogan:The growth is literally just like that.
Louise Brogan:It's not, you know, cause even my husband, you know, he's like, my family are
Louise Brogan:also supportive of what I do and always have been, they don't quite get it.
Louise Brogan:And, you know, he, I said to him, the growth is going like this.
Louise Brogan:And he says, Oh, I thought it'd be like that.
Louise Brogan:I said, no, no, it's not.
Louise Brogan:It's more like that.
Louise Brogan:That curve in math and I'm not a mathematician, but it's, yeah,
Louise Brogan:the growth is just, it's very different to anything else.
Matt Hughes:Yeah, it's because of the compounding..
Louise Brogan:the way it grows..
Matt Hughes:if you look at like, okay, if you look at your LinkedIn
Matt Hughes:connections, your followers and stuff, that would do the same, it has the same
Matt Hughes:sort of growth because it's compounding.
Matt Hughes:But if you look at, I think a lot of the views and stuff on other
Matt Hughes:platforms, it tends to go up and down.
Matt Hughes:But I wanted to talk about the corporate thing, cause she said something as well,
Matt Hughes:like, and this is, we talk about vanity metrics and valuable metrics, or at least
Matt Hughes:I do, don't really like the word vanity metrics and the way you described it,
Matt Hughes:you described it in a vanity way, cause you were like, well, I do these profile
Matt Hughes:review things and they get loads of views.
Matt Hughes:And then I do the corporate strategic stuff and they get
Matt Hughes:less views, which is vanity.
Matt Hughes:But I wanted to just say, which I know, you know, so I apologise for saying
Matt Hughes:it, but you know that those videos that get less views are more valuable
Matt Hughes:to you, because you only need one corporate client for that view to be
Matt Hughes:worth 20 grand, compared to a profile review or something that it might be
Matt Hughes:a someone that joins your membership.
Matt Hughes:Have you got a membership?
Louise Brogan:No, I haven't, haven't, I haven't gone, my book, I'm writing a book
Louise Brogan:at the minute about LinkedIn and my book coach said, Louise, you need a, a smaller
Louise Brogan:level, entry level, but I haven't got one.
Matt Hughes:Well, well, even, you know, yes, you should have one.
Matt Hughes:Definitely.
Matt Hughes:Everyone should have a membership.
Matt Hughes:But those people that do the,
Louise Brogan:They don't buy anything from me.
Matt Hughes:They'll come in at a membership level, it might not be
Matt Hughes:as valuable to you in financial terms, but they're also, a lot of
Matt Hughes:those people are also big advocates.
Matt Hughes:The corporate people are not going to sing and shout about you as much, of
Matt Hughes:course, they'll recommend you, which is great, but the other ones engage with you.
Matt Hughes:They're so delighted to be around you and all that kind of good stuff as well.
Louise Brogan:Well, that very thing happened today, Matt.
Louise Brogan:So on LinkedIn today, a coach friend of mine in America, who's in, I want to
Louise Brogan:say North Carolina or Virginia, maybe.
Louise Brogan:She literally, out of the blue, I didn't ask her to, she's just posted
Louise Brogan:about people ask her about LinkedIn.
Louise Brogan:You know, does she get business from LinkedIn?
Louise Brogan:And she said, I just want to direct you all to Louise Brogan.
Louise Brogan:She's my go-to for everything LinkedIn.
Louise Brogan:She has a brilliant channel and you just go learn everything from her.
Louise Brogan:And that happens regularly now, which is wonderful.
Louise Brogan:So other people send people to it as a resource as well.
Louise Brogan:So it's not just me saying here's a free resource.
Louise Brogan:Like people in my network are also sending people there as
Louise Brogan:well, which is really cool.
Matt Hughes:Yeah.
Matt Hughes:And it has so much brand equity and authority equity, actually, because if
Matt Hughes:you think about that scenario normally, and you've been in lots of events,
Matt Hughes:like I have, you meet someone, they might say, we talked about it when we
Matt Hughes:were at the airport that time, I was talking to about you, book coaching.
Matt Hughes:He was like, oh, it's this person going, follow them and chat to
Matt Hughes:them and that kind of thing.
Matt Hughes:So I would naturally go to LinkedIn and connect with them or wherever.
Matt Hughes:The difference with sending someone to a channel is this loads of
Matt Hughes:valuable content there straight away.
Matt Hughes:And what you do with that then, if I went to someone's LinkedIn profile, I
Matt Hughes:probably wouldn't go, Oh, I've got to tell loads of my friends about this.
Matt Hughes:Just send them the profile randomly.
Matt Hughes:If I went to a YouTube channel, I'd be like, Oh, this is really valuable.
Matt Hughes:Or I've learned loads in this, you know, 10 reasons why you should do this thing.
Matt Hughes:I'll share it with my friends.
Matt Hughes:So the way, the natural way of people sharing your content and therefore
Matt Hughes:adding to your compounding effect of growing your channel, it's just huge.
Matt Hughes:It's just so different to you know, tagging someone in a post as it might be.
Matt Hughes:Not that that's not valuable as well, you know.
Matt Hughes:Okay.
Matt Hughes:So I want to just, to sort of wrap this up really.
Matt Hughes:As I said, I could talk to you loads about this.
Matt Hughes:What I want to try and understand then with TubeFest, if people want to come
Matt Hughes:and see your session, are you talking about a bit of this strategy stuff?
Matt Hughes:What else are they going to get from you, Louise?
Louise Brogan:Yes.
Louise Brogan:So I'm going to cover, I'm going to tell a little bit about my story,
Louise Brogan:but how those leads actually have turned into business from YouTube.
Louise Brogan:So it's not, you know, it's the people who connect with me because they find
Louise Brogan:me on YouTube and how that has actually changed into business and the way that
Louise Brogan:has developed in a really quite an organic way, but there is strategy behind it.
Louise Brogan:But I also want to talk about, I do a lot of video on LinkedIn and I have
Louise Brogan:this Methodology, I guess, called COPE, which is how to cope with video,
Louise Brogan:because actually Matt, a lot of people are terrified of doing video and I've
Louise Brogan:seen people say, how can I do a YouTube channel and not be on the video?
Louise Brogan:And yeah, you can, of course you can.
Louise Brogan:So the COPE strategy is Create Once, Publish Everywhere and how I'm taking
Louise Brogan:the video content and kind of putting the two together because it is, my
Louise Brogan:audience is a B2B audience and how do I combine YouTube with LinkedIn?
Louise Brogan:That gets me more business as a result.
Louise Brogan:So it gets becoming a lot more strategic around that stuff.
Louise Brogan:So I'm going to talk about that as well as how, you know, the lessons I've learned,
Louise Brogan:the mistakes I've made, things I've bombed, things that, you know, advice
Louise Brogan:I've taken and ignored and advice I've taken and followed that hasn't worked.
Matt Hughes:Yeah.
Matt Hughes:I think
Louise Brogan:So yeah, all of that good stuff.
Matt Hughes:Good.
Matt Hughes:And I, and I'm really excited about that and I love COPE
Matt Hughes:(Create Once, Publish Everywhere).
Matt Hughes:I've written that down as well.
Matt Hughes:I think that you've benefited definitely from having good people around you.
Matt Hughes:It's helped.
Matt Hughes:So I'm always a big advocate of that.
Matt Hughes:We've got our own community called The Creator Meetup.
Matt Hughes:We had our first virtual networking event today, which is amazing.
Matt Hughes:And I think one thing that I will say to kind of wrap up is that, I know
Matt Hughes:from spending time with you, Louise, you're so giving with your time.
Matt Hughes:And I think your YouTube channel is a testament to that.
Matt Hughes:You know, you describing it as a place where people can go and get this
Matt Hughes:content, especially if they can't afford me, it's a really core value for me.
Matt Hughes:It's like making sure that everything you do is inclusive
Matt Hughes:regardless of people's circumstances.
Matt Hughes:And it's so nice to see that actually, what's come off the back of that
Matt Hughes:is the reward of getting to 10,000 subscribers, the people come into you
Matt Hughes:time and time again, now referencing the fact that they've consumed this
Matt Hughes:content and wouldn't it be so sad, you mentioned faceless channels there.
Matt Hughes:And we do talk about that a little bit in my community, but wouldn't it have
Matt Hughes:been, would it have had as much of an impact if your face wasn't on there?
Louise Brogan:No, and you know, you can't be precious about yourself either, Matt.
Louise Brogan:You know, I'm not, I'm not a bubbly 25 year old.
Matt Hughes:I
Louise Brogan:Not anymore, but actually it lands with my clients,
Louise Brogan:you know, because they feel like I'm somebody they could work with as well.
Louise Brogan:So it works, you know, it, yeah, I'm going to talk a little bit.
Louise Brogan:I think a lot of people are like, I want to make, I want to try this.
Louise Brogan:I want to make this work.
Louise Brogan:And actually one of the things you said earlier about being a bit
Louise Brogan:older, I actually think, I'm trying to convince a couple of my family
Louise Brogan:members to consider doing this because I see it as a way to consistently
Louise Brogan:earn money, you know, even after you want to take early retirement, like,
Matt Hughes:Yeah,
Louise Brogan:you know, to me, it's a really, it's not easy, but once
Louise Brogan:you learn how to do it, it's a really nice income, extra income stream.
Matt Hughes:Yeah.
Matt Hughes:And you know, it takes a while to get to that.
Matt Hughes:I mean, you know, I talk to people, there's a few unicorns I know in the
Matt Hughes:YouTube space that blow up really quickly.
Matt Hughes:But I'd never sell.
Matt Hughes:It is like, this is the route you should take.
Matt Hughes:But really the only way you're gonna get to that income stream is to start now for
Matt Hughes:your 5-year-old later journey, you know?
Matt Hughes:I watched a session.
Matt Hughes:It was Ali Abdul, do you know, Ali Abdul?
Matt Hughes:Ever come across Ali?
Louise Brogan:Is he a doctor?
Matt Hughes:Doctor turned YouTuber.
Matt Hughes:Yeah.
Louise Brogan:Yeah, I think so.
Matt Hughes:So I'm trying to get Ali on the podcast.
Matt Hughes:It will be very hard.
Matt Hughes:I tried to get him to speak at TubeFest, but it didn't work out, but hopefully
Matt Hughes:a future TubeFest we'll get him there.
Matt Hughes:I went to a thing with him and Daniel Priestley the other day and Ali
Matt Hughes:talked about the fact, I'll make it really brief, but he basically said
Matt Hughes:he spent 350,000 pounds on a house in Manchester and his yield on that.
Matt Hughes:His return for that was 10 grand a year.
Matt Hughes:So in order to get his money back, it's going to take 35 years.
Matt Hughes:Obviously there's creative ways to get your money back, but that's
Matt Hughes:one of the things, of course, it will appreciate in value and all
Matt Hughes:that kind of stuff, hopefully.
Matt Hughes:But he said one of his videos earns more than that every month.
Louise Brogan:It's not bad.
Louise Brogan:Yeah.
Matt Hughes:And his affiliate review talks about he's got a
Matt Hughes:course on skillshare and it earns him like 3 or 4 grand a month.
Matt Hughes:He was like, these digital assets that you create on this platform are just,
Matt Hughes:you know, huge in terms of income stream.
Matt Hughes:So, yeah, I don't see why anyone would not want to do it.
Louise Brogan:I, it makes me laugh because I do, I get approached by
Louise Brogan:people for affiliates for software and a lot of it is like lead gen software
Louise Brogan:for LinkedIn, which I disagree with.
Louise Brogan:So I won't take those on.
Louise Brogan:I regularly get an email from Canva, telling me that somebody
Louise Brogan:oh you've got a reward Louise and it's the reward is a free image.
Louise Brogan:I'm like, I pay for Canva anyway.
Louise Brogan:That's just rubbish.
Matt Hughes:I don't like Canva.
Matt Hughes:I started a YouTube channel with Canva.
Matt Hughes:I called it Canva Collective.
Matt Hughes:And they tried to sue me.
Matt Hughes:They said I had to, their legal team told me I had
Louise Brogan:Their affiliate programme, Matt, is rubbish.
Louise Brogan:Like, honestly, I get like one or two a week and I'm
Louise Brogan:like, just send me some money.
Matt Hughes:Yeah.
Matt Hughes:Yeah.
Matt Hughes:They used to have a great affiliate programme they just killed it.
Matt Hughes:And like I said, I started this channel.
Matt Hughes:It was a community-based channel.
Matt Hughes:It was just to advocate their products and their legal teams that
Matt Hughes:I couldn't use the word Canva in it.
Louise Brogan:oh.
Matt Hughes:Let's not do it then.
Matt Hughes:Bye.
Matt Hughes:Anyway, that's on record now on the podcast.
Matt Hughes:So sorry, Canva, but we won't be friends ever, even though I love your
Matt Hughes:product, I absolutely love the product.
Matt Hughes:Thank you so much, Louise, really appreciate your time for this.
Matt Hughes:I really, really, Louise, just so you know, everyone that Louise was
Matt Hughes:the first person I asked to speak at TubeFest, because when I was looking
Matt Hughes:for speakers, the only person I could see speaking about YouTube in such a
Matt Hughes:positive way all the time was Louise.
Matt Hughes:And so I was delighted when you said yes at the start and you immediately
Matt Hughes:said yes, there was no conversation.
Matt Hughes:You just, I assume you was like, yes,
Louise Brogan:Oh, I can't wait.
Louise Brogan:I think it's going to be so brilliant.
Louise Brogan:Can't wait.
Matt Hughes:This episode will go out about 5 or 6 weeks before two fest.
Matt Hughes:There's plenty of time to grab a ticket.
Matt Hughes:And we've got The Creator Meetup.
Matt Hughes:You can come and join us in our community as well.
Matt Hughes:So thank you so much for your time, Louise.
Matt Hughes:Looking forward to seeing you on May 23rd in Birmingham and have a
Matt Hughes:great rest of the week, alright.
Louise Brogan:You too.
Louise Brogan:Thanks
Matt Hughes:Bye bye.