I just lately caught up with Owen Hemsath at VidSummit, and as all the time, he didn’t disappoint. For these of you who don’t know Owen, he’s one of many prime video advertising consultants on the market—a YouTube strategist who’s helped numerous creators and types not solely develop their channels however flip these views into critical income. His perception goes far past simply getting consideration; it’s about turning that spotlight into one thing significant and sustainable.
However right here’s what makes Owen stand out: Whereas many deal with the content material, Owen focuses on connection. Throughout our chat at VidSummit, he dropped a bombshell that every one creators want to listen to: No one desires your course. They need neighborhood.
Owen’s daring declare: “No one desires your course“
That’s how Owen kicked off our dialog. It’s a tricky tablet for creators to swallow, particularly when everybody appears to be dashing to create and promote on-line programs. However Owen’s not saying programs aren’t beneficial; he’s saying that your course alone isn’t sufficient to maintain folks engaged long-term.
“Your course is only a gateway. What folks really need is connection. Positive, they’ll purchase your course as a result of they need to be taught one thing, however they may simply as simply discover that info on YouTube totally free. What retains them coming again is the neighborhood you construct round it.”
Owen Hemsath
Award-winning Enterprise Development Strategist
This can be a game-changing mindset. Your course isn’t the top purpose—it’s the beginning of one thing greater. It’s the entry level right into a relationship, and that relationship is what builds loyalty, repeat enterprise, and long-term success.
From transaction to transformation: learn how to construct an actual connection
Owen’s take is obvious: Cease pondering of your course as a standalone product. As an alternative, deal with it as half of a bigger ecosystem designed to foster connection. Consider your course because the hook, however the actual product you’re providing is the neighborhood. That is the place creators can go from having a transactional relationship with their viewers to constructing a really transformational one.
Individuals would possibly watch your course at 2 a.m., however what they’re actually trying ahead to is becoming a member of your dwell calls, interacting with you, and being a part of a gaggle the place they really feel they belong. That’s what retains folks engaged, and that’s what builds long-term loyalty.
This concept of constructing actual human connection in a digital world is extra essential than ever. Owen stresses that as creators, we have to transcend simply delivering content material—we have to ship experiences that individuals can’t get elsewhere.
The way forward for advertising: it’s nonetheless about human relationships
Once I requested Owen about what’s subsequent on the planet of promoting, he didn’t discuss in regards to the newest algorithm adjustments or shiny new tech. As an alternative, he introduced it again to fundamentals.
“The way forward for advertising is what it’s all the time been—human connection. Social media, video, AI—these are simply instruments. The muse continues to be relationships.”
Owen Hemsath
Award-winning Enterprise Development Strategist
Owen’s background as a YouTube strategist has all the time been about extra than simply racking up views. His focus is on creating programs that convert consideration into enterprise outcomes.
Everybody’s chasing virality, however virality doesn’t pay the payments when you’re not changing these viewers into prospects or neighborhood members.”
This brings us to one of the crucial essential classes from our dialog: If you happen to’re not constructing an e mail record, you’re lacking out on your small business’s most precious asset: your e mail record. The e-mail record is the place the actual relationship-building occurs—it’s the place informal viewers develop into lifelong supporters.
The best way to leverage video and e mail collectively for long-term success
One of many issues I’ve all the time admired about Owen is how methodical he’s when combining video marketing via email. He’s a grasp at utilizing YouTube for publicity, however what units him aside is how he drives that spotlight into an e mail record, which he makes use of to nurture relationships and in the end drive gross sales.
Individuals know me because the YouTube man, however an enormous a part of my technique is e mail,” Owen mentioned. “YouTube is unbelievable for attain, however it’s e mail that converts. I exploit video to advertise lead magnets—like a free information or a calendar appointment—and as soon as somebody opts in, I’ve bought their e mail. That’s when the actual nurturing begins.”
Actionable steps to start out constructing your e mail record
Right here’s the place it will get sensible. If you wish to comply with Owen’s lead and begin utilizing video to build your email list, right here’s learn how to get began:
- Create a Lead Magnet: Provide one thing beneficial in change for an e mail handle. This might be a free information, a guidelines, or unique behind-the-scenes content material. The secret’s to ensure it’s one thing your viewers finds genuinely helpful.
- Use Your Movies to Promote the Lead Magnet: On the finish of your YouTube movies, point out the lead magnet and clarify the worth of signing up. Don’t simply add a hyperlink within the description—converse on to your viewers about why they need to be part of your e mail record.
- Leverage Your E-mail Checklist for Nurturing: When you’ve bought their e mail, don’t simply hit them with a gross sales pitch. Create a follow-up sequence of emails that add worth. This might embody extra in-depth video tutorials, unique suggestions, or invites to dwell calls. Nurture the connection earlier than you ask for a sale.
- Assume Past Virality: Like Owen mentioned, “It’s one factor to go viral, however how a lot enterprise did you change from that?” Your e mail record is the place conversions occur, so prioritize constructing and nurturing it.
The facility of consistency: turning small gross sales into lifetime prospects
Owen is an enormous believer within the lengthy sport. “Your first sale could be a $29.99 product, however over time, that very same buyer may spend money on a $5,000 program,” he defined. The secret’s consistency—displaying up on your viewers persistently and providing worth at each stage of the shopper journey.
Right here’s the place Owen’s technique actually shines: He makes use of e mail to ship follow-up movies that will not be optimized for YouTube’s algorithm, however they’re optimized for conversions. These movies are tailor-made for his e mail subscribers and designed to nurture them from informal followers into paying prospects.
“The small sale right this moment turns into the massive sale subsequent yr, after which a lifetime buyer after that,” Owen mentioned. This method is what permits creators to construct scalable, repeatable income streams.
Turning Viewers Into Loyal Neighborhood Members
Owen’s message to creators is obvious: Cease focusing solely on content material and begin specializing in neighborhood. If you happen to can construct a loyal neighborhood, the content material will naturally comply with. And one of the simplest ways to construct that neighborhood? By combining the attain of video with the non-public contact of e mail.
Owen’s recommendation is actionable and to the purpose:
- Create content material that results in neighborhood. Use your course or video as a strategy to get folks within the door, however what’s going to preserve them there’s the connection they really feel with you and the remainder of the neighborhood.
- Nurture relationships over time. Don’t deal with your viewers like a one-time transaction. Use e mail and video to nurture that relationship so that they really feel invested in your journey—and also you in theirs.
- Concentrate on consistency. Whether or not it’s displaying up on YouTube, sending common emails, or internet hosting dwell calls, consistency is what builds belief and loyalty.
Ultimate ideas: construct one thing actual, construct one thing that lasts
On the finish of the day, Owen’s insights are a reminder of what really issues within the creator financial system: relationships. It’s not nearly going viral or promoting a course—it’s about constructing one thing actual and lasting. And that begins with neighborhood.
If you happen to’re critical about taking your creator journey to the following degree, comply with Owen’s lead. Begin constructing your neighborhood now, nurture these relationships, and watch the way it transforms not simply your small business, however your whole method to content material creation.
And when you’re able to take motion, try GetResponse’s Content Monetization Tools. With the appropriate instruments and technique, you may flip your viewers right into a thriving neighborhood and your content material into constant revenue. Let’s make it occur.
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