Welcome back 👋
Today we're talking about why your YouTube strategy should look completely different depending on what the rest of your marketing looks like.
Here's what's inside:
Why treating YouTube as a one-size-fits-all channel is killing your results
The 3 funnel scenarios and the right video cadence for each one
The exact content split that tells you what to post next
And if you want a 50+ ideation guide that covers this (and a whole lot more on YouTube strategy), grab it here for free»
The Actionable Takeaway
In simple terms:
If you have a ton of marketing in place → Post more case studies/client results/process breakdowns (BOF)
If you’re relying on cold traffic/outbound → Post wider topics to build an audience + strategy breakdowns/client results (TOF/MOF)
If you have strong socials → Post more strategies/tactics/client results (MOF)
If you want the more in depth explanation, keep reading👇
Your YouTube Strategy Should Depend On Your Funnel
Here's something most people get wrong.
They hear "start posting on YouTube" and they just start posting.
No thought about what role YouTube should actually play in their business.
Just content for the sake of content.
But YouTube can serve completely different purposes depending on what you already have running.
And when you’re able to match your pre-existing funnel goals with your YouTube strategy, that’s when you see the highest ROI.
Now, there are three scenarios.
Scenario 1 — Full Funnel
You have a newsletter, paid ads, and one or two social platforms already running.
In this case, you have enough traffic.
So, you don't need YouTube to grow your audience.
You need it to convert the audience you already have.
Which is why you should use it as a bottom-of-funnel mechanism.
Post content that handles objections, breaks down your process, and shows real client results.
This will improve the results across all other marketing channels, which should be an immediate ROI for the business.
Right cadence: 1 top-of-funnel / 1 middle-of-funnel / 2 bottom-of-funnel for every four videos.
Scenario 2 — Cold Outbound Only
You're running cold email, cold DMs, or taking cold calls and have little to no social presence.
So, nobody really knows who you are yet.
Here, you can't lean on bottom-of-funnel content because there's no warm traffic flowing to it.
So, there are two goals here:
Increase trust/speed up sales process on your cold outbound
Build an audience so YouTube can turn into an organic traffic source
Right cadence: 2 top-of-funnel / 1 middle-of-funnel / 1 bottom-of-funnel for every four videos.
You're active on LinkedIn, Instagram, or Twitter and have a decent following on one or ALL of them.
But your text posts and 60-second clips only go so far in building real trust.
So you have traffic, but you’re missing tons of trust
That’s why your focus should be on heavy education and nurturing while driving your existing audience to your YouTube.
This lets the long-form content do the trust-building that your short-form content can't.
Right cadence: 1 top-of-funnel / 2 middle-of-funnel / 1 bottom-of-funnel for every four videos.
Does This Matter?
The reason this matters is simple.
If you're in scenario two and you're only posting bottom-of-funnel content, nobody is finding it.
If you're in scenario one and you're only posting top-of-funnel reach videos, you're entertaining people who already know you instead of converting them.
Figure out your scenario.
Match your cadence.
Then actually stick to it, until your scenario changes.
How We Can Help You
→ [Book a call here where we will map out your marketing funnel and see if YouTube is the right move]
→[Watch the video breakdown covering how to approach each scenario]
→ [Watch how we stole Hormozi’s playbook to book 15 calls/month on YouTube here»]
See you soon,
Braden