How Fleetio Generated 200+ leads Through YouTube In One Month w/Lori Sullivan

WEBVTT 1 00:00:03.520 --> 00:00:07.120 Welcome back to the attention podcast, where you learn how to gain and retain 2 00:00:07.160 --> 00:00:12.400 the attention of your buyers to build an audience. I'm Dan Sanchiz with sweet 3 00:00:12.400 --> 00:00:16.480 fish, and today I interviewed Lori Sullivan, who is the VP of marketing 4 00:00:16.519 --> 00:00:21.600 at Pletio, about their rapid growth on Youtube. In the interview we cover 5 00:00:21.679 --> 00:00:26.800 fleeteos approach to youtube, which is very search based more than a content play, 6 00:00:26.960 --> 00:00:31.559 their content production process and the results they're seeing so far from the channel. 7 00:00:31.600 --> 00:00:34.920 I think you'll be impressed. Be sure to stick around till the end 8 00:00:34.920 --> 00:00:41.079 to hear what got my attention of what I plan to implement for the show. 9 00:00:43.759 --> 00:00:46.399 Lori, welcome to the show. Thanks for having me, Dan. 10 00:00:46.439 --> 00:00:49.759 So I've been looking forward to this conversation because youtube is a channel that is 11 00:00:49.799 --> 00:00:53.000 like near and dear to my heart as a millennial. But, like I've 12 00:00:53.000 --> 00:00:57.679 spent the last seven years my career, has been drastically impacted by things on 13 00:00:57.719 --> 00:01:00.799 Youtube. Even now, I have my favorite youtubers I follow and I just 14 00:01:00.920 --> 00:01:04.599 I just know in my heart that while it's not, it feels like it 15 00:01:04.599 --> 00:01:08.079 doesn't make a big, very large impact on b Tob most people are talking 16 00:01:08.079 --> 00:01:12.400 about linkedin and podcasting and other channels. I'm like, for sure it's going 17 00:01:12.439 --> 00:01:15.640 to be a big thing because it's such a big channel, it's such an 18 00:01:15.640 --> 00:01:21.040 influential channel. So I'm really curious to dive into the kind of work you're 19 00:01:21.040 --> 00:01:23.439 currently doing with Youtube. So can we kick it off with what you currently 20 00:01:23.480 --> 00:01:29.239 have going on? Yeah, absolutely, I agree. I consume youtube a 21 00:01:29.239 --> 00:01:34.439 lot, just as is a consumer. But on the Fleeteo side we really 22 00:01:34.599 --> 00:01:40.680 leverage youtube as a huge piece of our content marketing effort. You know, 23 00:01:40.719 --> 00:01:46.480 we've built a really strong foundation of lead generation through content and Seo over the 24 00:01:46.519 --> 00:01:51.319 years, but really in the last year or so we've started to focus on 25 00:01:51.359 --> 00:01:57.079 youtube in terms of creating net new content or repurposing a lot of the content 26 00:01:57.159 --> 00:02:02.359 assets that we've already created through blog posts, case studies, free tools and 27 00:02:02.359 --> 00:02:08.800 templates. Will have a video representing those on Youtube as well. So you 28 00:02:08.840 --> 00:02:14.240 know, every piece of content we create, our content team does an Awfu 29 00:02:14.360 --> 00:02:17.719 job of asking the question, you know, can this become a quality video 30 00:02:17.879 --> 00:02:23.879 for Youtube, and oftentimes the answer is yes. So within the last year, 31 00:02:24.000 --> 00:02:29.520 especially the last six months, we've really started to invest in our youtube 32 00:02:29.560 --> 00:02:34.919 strategy. We optimize our youtube videos with target keywords, just like we do 33 00:02:35.080 --> 00:02:38.919 blog posts. So you know, we're focused on including keywords that people in 34 00:02:38.960 --> 00:02:44.719 our market are searching and, you know, the video titles, descriptions and 35 00:02:44.719 --> 00:02:50.080 our content team has really doubled down on youtube as a channel and just from 36 00:02:50.080 --> 00:02:53.719 an output perspective. This is grown over time, but now we see about 37 00:02:53.759 --> 00:02:59.120 two hundred, two three hundred net new leads from Youtube every single month. 38 00:03:00.039 --> 00:03:04.879 That's a lot. Those are in bound leads that are opting in for like 39 00:03:04.879 --> 00:03:08.400 like a sales meeting of some kind. So these are net new leads that 40 00:03:08.639 --> 00:03:14.560 some are starting a trial or requesting and demos. They're going straight into a 41 00:03:14.639 --> 00:03:21.280 marketing and sales funnel and then some are downloading white papers other types of content 42 00:03:21.439 --> 00:03:27.159 or giving us information to get access to a free tool or template that we're 43 00:03:27.240 --> 00:03:31.759 offering. So you know, it's a mix of content related things and more, 44 00:03:31.840 --> 00:03:36.840 you know, high intent lead sources as well. But yeah, that's 45 00:03:36.840 --> 00:03:40.039 two hundred, two three hundred net new you know, with New People were 46 00:03:40.039 --> 00:03:46.240 bringing into the funnel kind of a different temperatures of buying intent. That's awesome. 47 00:03:46.639 --> 00:03:50.919 What kind of content you putting out? Like, is it talking head 48 00:03:51.000 --> 00:03:53.479 videos? Is it people like demonstrating certain things. Are you educating them on 49 00:03:53.520 --> 00:03:57.840 what they're interested in, even if it's not what you're you're known for? 50 00:03:58.039 --> 00:04:00.520 Like, what is the content mix look like? Yeah, so it's a 51 00:04:00.520 --> 00:04:05.240 handful of different types of things. We find that the most viewed and the 52 00:04:05.280 --> 00:04:12.479 most engaged with videos are related to best practices and we also develop a lot 53 00:04:12.520 --> 00:04:16.560 of free tools and templates. So we help our customers, you know, 54 00:04:16.759 --> 00:04:21.759 manage and take better control of their fleet operations. And so we have tools 55 00:04:21.879 --> 00:04:29.040 like a fleet maintenance management spreadsheet, a parts and inventory template, of fuel 56 00:04:29.040 --> 00:04:33.480 log template, where will create these templates for download on our website. will 57 00:04:33.519 --> 00:04:39.879 also have a youtube video that walks people through how to use them. So 58 00:04:39.920 --> 00:04:43.519 those have been really successful. So, you know, best practices, kind 59 00:04:43.519 --> 00:04:46.759 of tips and tricks, free tools and templates. I would say that is 60 00:04:46.800 --> 00:04:53.040 our most viewed category of videos. And then we also have a lot of 61 00:04:53.079 --> 00:04:58.399 customer stories and testimonials where we're featuring real customers, you know, telling their 62 00:04:58.439 --> 00:05:02.759 story of using fleetio and their experience and the results that they've gotten along the 63 00:05:02.759 --> 00:05:10.639 way. We also have a podcast that we produce and usually get episodes out 64 00:05:10.680 --> 00:05:17.000 monthly. We also add youtube videos of the audio from our podcast as well. 65 00:05:17.079 --> 00:05:19.839 And then I would say, you know, you would think, for 66 00:05:19.920 --> 00:05:25.879 a Bob Sass company, that videos about the product would be our main focus, 67 00:05:25.920 --> 00:05:28.920 but I would actually put that at the bottom of the totem pole. 68 00:05:29.439 --> 00:05:33.920 You know, product value videos or feature you know, demo related videos. 69 00:05:34.160 --> 00:05:40.240 We certainly have those on our youtube channel and our product demo videos get pretty 70 00:05:40.279 --> 00:05:44.560 good views. But in terms of what people are engaging with and what's getting 71 00:05:44.560 --> 00:05:48.680 people to subscribe to our channel, it's really these best practice videos, which 72 00:05:48.800 --> 00:05:55.120 many of them come from blog content that we've created or these free tools. 73 00:05:55.120 --> 00:05:58.600 Man. So when you're recording these videos, what is production look like? 74 00:05:59.199 --> 00:06:02.040 Is it people doan like screen shares of their screen while they're talking, or 75 00:06:02.120 --> 00:06:04.920 you like, did you invest in like a media studio? Do you just 76 00:06:04.959 --> 00:06:09.199 have a guy with the DISL are going around and recording content? What do 77 00:06:09.319 --> 00:06:11.920 these videos look like? So, first of all, I have a really 78 00:06:11.959 --> 00:06:16.879 talented content marketing team and one of the people on that team is a multi 79 00:06:16.920 --> 00:06:21.800 media manager. He does all of our video work and he's phenomenal. has 80 00:06:21.839 --> 00:06:27.160 a wonderful creative I but is really great at, you know, developing a 81 00:06:27.240 --> 00:06:30.560 streamlined and scalable way to create videos, because many of the videos that we 82 00:06:30.639 --> 00:06:35.079 create that come from, you know, blog post content, those are typically 83 00:06:35.160 --> 00:06:42.000 animated style videos that deliver information and kind of have the visuals to go along 84 00:06:42.040 --> 00:06:46.519 with it, whereas on, you know, the tool and template side, 85 00:06:46.639 --> 00:06:51.839 recently we've kind of started to develop walk through videos where our lead content marketing 86 00:06:51.879 --> 00:06:57.160 manager greets you, you know, when you click the video and he's walking 87 00:06:57.160 --> 00:07:00.199 you through how to use that tool and template. It's very and you'll appreciate 88 00:07:00.240 --> 00:07:04.199 this dand it's very like traditional Youtube Click, click the link in the description 89 00:07:04.360 --> 00:07:09.519 to get the template. So it's a mix for sure. And then for 90 00:07:09.600 --> 00:07:15.480 customer stories and testimonials we go on site and shoot awesome case studies with our 91 00:07:15.560 --> 00:07:21.120 customers. So youtubes normally fairly expensive channel to activate. Right it's one thing 92 00:07:21.160 --> 00:07:25.639 to write a blog post. Even podcasting, while there's some production, they're 93 00:07:25.680 --> 00:07:28.959 like running a podcast is a lots of blur because you're not dealing with the 94 00:07:28.959 --> 00:07:32.600 same level of video. Okay, even though we're sitting here recording video right, 95 00:07:32.759 --> 00:07:36.480 usually it's a much more intensive medium. What was kind of like the 96 00:07:36.560 --> 00:07:41.399 lead up to you guys deciding that youtube was the right whereas the right mix 97 00:07:41.759 --> 00:07:46.959 in order to invest. Yeah, I think we started to see a lot 98 00:07:46.000 --> 00:07:51.639 of youtube traffic to our site and we started to understand and see within our 99 00:07:51.680 --> 00:07:57.240 metrics that it was a really good lead generator and so our question was, 100 00:07:57.399 --> 00:08:01.040 how do we build on this, but in a scalable way. So many 101 00:08:01.079 --> 00:08:03.519 of the videos that we create the perform the best. You know, these 102 00:08:03.639 --> 00:08:09.040 tool and template videos are videos that come from blog post content. We create 103 00:08:09.160 --> 00:08:16.000 them and a streamlined and scalable way. So there's more or less kind of 104 00:08:16.040 --> 00:08:22.279 a formula for the the backbone of the video, and our content team puts 105 00:08:22.319 --> 00:08:28.319 together script and direction and then our multi media manager executes on that. And 106 00:08:28.399 --> 00:08:33.080 so through those, through our scalable way of working, were able to crank 107 00:08:33.120 --> 00:08:39.279 out a lot of video content. I think we published around thirty five videos 108 00:08:39.279 --> 00:08:43.840 in two thousand and twenty one alone as we were reviewing last year. So 109 00:08:43.919 --> 00:08:46.240 we're cranking out a lot of content, but we want to be sure the 110 00:08:46.320 --> 00:08:50.320 quality is there. So just establishing a streamline way to do it as helpful 111 00:08:50.360 --> 00:08:54.759 also for things like walk through videos. Their external tools that can be helpful, 112 00:08:54.799 --> 00:09:03.720 like our content manager has used tango for video like step by step guides 113 00:09:03.960 --> 00:09:09.639 and kind of transcribing your walk through. You can create videos really quickly with 114 00:09:09.679 --> 00:09:15.080 tools like tango. So some external tools as well can help throughout the process. 115 00:09:15.120 --> 00:09:20.759 But it's all about creating a scalable way to work for content marketing, 116 00:09:20.759 --> 00:09:24.919 to work with video production and get something quality out, but, you know, 117 00:09:26.000 --> 00:09:28.639 produce it at scale. Youtube is such a strong search engine and it 118 00:09:28.679 --> 00:09:33.279 sounds like most of the videos you're coming up with very search search heavies. 119 00:09:33.279 --> 00:09:37.159 That right. Yes, definitely. You know, when we look at traffic 120 00:09:37.200 --> 00:09:41.320 sources to our Youtube Channel, of course we do run a little bit of 121 00:09:41.360 --> 00:09:46.799 Youtube advertising as well, but we really, as a channel, focus more 122 00:09:46.840 --> 00:09:52.840 on on the organic or search aspect of Youtube. So are Youtube traffic sources? 123 00:09:52.879 --> 00:09:58.759 Really is youtube search. We get a lot of use from youtube search. 124 00:09:58.759 --> 00:10:03.320 Our clickthrough on Youtube Search is eight point eight percent. I think the 125 00:10:03.360 --> 00:10:07.679 average there is usually like four point five or five percent. So we do 126 00:10:07.799 --> 00:10:11.159 really well in terms of clickthrough on, you know, those really well optimized 127 00:10:11.279 --> 00:10:18.360 videos when people are actually searching within YouTube. And then our largest external traffic 128 00:10:18.399 --> 00:10:22.600 source to youtube is Google search. You know, and Youtube and Google obviously 129 00:10:22.720 --> 00:10:26.279 so tightly integrated now. You go to Google, you search for something and 130 00:10:26.320 --> 00:10:31.120 then you filter down to just video content and it's really easy to hop over 131 00:10:31.200 --> 00:10:35.120 to youtube and watch a video and then kind of continue down that rabbit hole. 132 00:10:35.200 --> 00:10:39.720 So those are really the top ways that people are getting to our youtube 133 00:10:39.799 --> 00:10:48.720 videos and both of those are completely powered by that keyword optimization and really having 134 00:10:48.759 --> 00:10:54.840 an seo focus for youtube as a channel. So funny because I feel like 135 00:10:54.480 --> 00:11:00.240 Youtube, the research results in Youtube, they're being displayed in Google, are 136 00:11:00.360 --> 00:11:03.440 usually better than the other results, which is why they're getting higher up on 137 00:11:03.480 --> 00:11:07.639 the the page, partly because people have figured out how to game the system 138 00:11:07.679 --> 00:11:11.279 on Google and big sites like Forbes and ink, at least if I'm searching 139 00:11:11.320 --> 00:11:13.840 business or marketing articles like they have so much seo cloud that it's kind of 140 00:11:13.879 --> 00:11:18.519 like, well, even if you were a better article than there's and it's 141 00:11:18.600 --> 00:11:22.960 much more in depth research linked, it's still going to be beat out by 142 00:11:22.039 --> 00:11:26.919 one of the the big sites. Versus on Youtube, one site, one 143 00:11:26.000 --> 00:11:28.440 video can earn it's merit, you know, a little bit better, not 144 00:11:28.600 --> 00:11:33.080 always, but a little bit better than the I guess the channel has a 145 00:11:33.120 --> 00:11:35.879 little less cloud and has more of a subscriber base that's going to drive the 146 00:11:35.960 --> 00:11:39.639 video, versus a linked base which is different. Yeah, I'm and I 147 00:11:39.639 --> 00:11:45.519 actually find produces in floats better quality content to the top when you're searching. 148 00:11:45.559 --> 00:11:48.360 So it's I need to your kind of gaining two different search engines in one 149 00:11:48.480 --> 00:11:52.960 with this thing. Yeah, we're pulling them together, like you're using you're 150 00:11:52.120 --> 00:11:58.320 using them together, but they're both powered by keyword optimized content. And it 151 00:11:58.480 --> 00:12:03.080 this on Youtube just so happens to be a video, but within that title, 152 00:12:03.120 --> 00:12:05.879 within that description, you have the ability to take, you know, 153 00:12:05.919 --> 00:12:11.639 that keyword optimized mindset and it pays off from a youtube perspective or youtube search 154 00:12:11.679 --> 00:12:16.279 perspective and a Google search perspective. I mean it's not just enough to crank 155 00:12:16.320 --> 00:12:18.759 it up or fill it with keywords, like you actually have to go and 156 00:12:18.799 --> 00:12:22.919 find out what are they searching for this keyword and how do we create the 157 00:12:22.919 --> 00:12:26.000 best content to match that search exactly? I think starting with the keywords always 158 00:12:26.000 --> 00:12:30.120 a good idea, with SEO, as probably youtube as well, for Youtube 159 00:12:30.200 --> 00:12:33.960 Seo, but it's not just keywords. I think a lot, because I've 160 00:12:33.960 --> 00:12:35.559 seen a lot of people just go and like create some really bad videos and 161 00:12:35.559 --> 00:12:39.399 slap the keywords on it. But it's like you got to be creating good 162 00:12:39.440 --> 00:12:43.200 videos like you actually have to answer their searches and give them the goods, 163 00:12:43.240 --> 00:12:45.960 which, if you're getting a lot of traffic and getting that many leads coming 164 00:12:46.000 --> 00:12:48.960 into your website, you guys got to be creating some pretty good videos, 165 00:12:48.039 --> 00:12:50.879 or at least better than what everybody else is producing, for those queries. 166 00:12:52.000 --> 00:12:56.399 Yeah, so, as an example, we launched a new tool recently. 167 00:12:56.519 --> 00:13:03.840 It's called our fleet maintenance management spreadsheet tool and we were focused on the keyword 168 00:13:03.840 --> 00:13:09.120 fleet maintenance spreadsheet. It surprisingly has a ton of volume. People are trying 169 00:13:09.200 --> 00:13:15.679 to solve the problem of chaotic fleet processes, but they may not be ready 170 00:13:15.799 --> 00:13:20.720 for a software solution yet, and so we want to kind of swoop in 171 00:13:20.799 --> 00:13:24.799 and be that problem aware. You know, company that can say hey, 172 00:13:24.799 --> 00:13:31.080 we understand that maybe you're not ready for our software solution yet. Here's a 173 00:13:31.120 --> 00:13:33.440 template that set up really well. It's easy to use, you can have 174 00:13:33.559 --> 00:13:37.320 it for free if you give us a little bit of information. And then 175 00:13:37.360 --> 00:13:43.200 within that template we have calls to action where, you know, we say 176 00:13:43.200 --> 00:13:46.799 ditch the spreadsheets, because many of our customers are in the SMB space and 177 00:13:46.960 --> 00:13:54.039 prior to using fleete Oh, they used spreadsheets or paper to manage all of 178 00:13:54.120 --> 00:13:58.240 the chaotic pieces of fleet operations. So we really created that to be kind 179 00:13:58.279 --> 00:14:05.200 of a middle a middle ground solution between nothing and software. But what we 180 00:14:05.360 --> 00:14:09.480 found is we optimized, you know, our download, our tool download landing 181 00:14:09.519 --> 00:14:16.000 page and that corresponding youtube video for fleet maintenance spreadsheet. We quickly shot to 182 00:14:16.039 --> 00:14:20.840 the top of search results. So if you search fleet maintenance spreadsheet, the 183 00:14:20.879 --> 00:14:24.960 top two results are our landing page and our youtube video. That's so good. 184 00:14:26.000 --> 00:14:31.799 I mean one just capturing that that the search volume is just going and 185 00:14:31.919 --> 00:14:35.519 so closely linked to what you do. Yet's just one step removed. So 186 00:14:35.639 --> 00:14:39.240 being able to serve them that way is good. And I know I've we've 187 00:14:39.279 --> 00:14:41.159 all looked for a little tools and found things that worked for a while and 188 00:14:41.200 --> 00:14:45.200 then have upgraded to the thing that cost more but saved us a lot more 189 00:14:45.279 --> 00:14:48.519 time later on. Yeah, it's a stepping stone. I mean you know 190 00:14:48.240 --> 00:14:52.480 there's a problem that you're looking to solve and you know there are options out 191 00:14:52.559 --> 00:14:56.720 there to help you solve it and your you're just exploring those. So you 192 00:14:56.759 --> 00:15:01.679 may become a buyer, you know, later, and that's okay. We 193 00:15:01.799 --> 00:15:07.000 understand there's going to be, you know, sometimes a longer buying life cycle 194 00:15:07.080 --> 00:15:09.879 and if that's the first step and we can help you take it, we 195 00:15:09.919 --> 00:15:16.000 definitely want to. So do you manage our look at the subscriber base of 196 00:15:16.039 --> 00:15:18.559 the Youtube Channel Munch and optimized to get people to subscribe. What does that 197 00:15:18.559 --> 00:15:22.320 been looking like to try to gain a following there? Yeah, so that 198 00:15:22.399 --> 00:15:28.399 has actually been something we haven't focused on quite as much. There's so there's 199 00:15:28.440 --> 00:15:35.120 definitely a high ceiling for growth there. We have a pretty small subscriber base, 200 00:15:35.279 --> 00:15:39.159 around a thousand subscribers right now, but lots of views. So we 201 00:15:39.240 --> 00:15:43.000 have, you know, a small person very small percentage of our views that 202 00:15:43.120 --> 00:15:48.759 actually are subscribers. Within that I think it's like twelve percent of people or 203 00:15:48.000 --> 00:15:54.840 twelve percent of subscribers that actually have like notifications turned on. So there's definitely 204 00:15:54.840 --> 00:16:00.000 a high ceiling for us to engage the large viewership that we have to, 205 00:16:00.320 --> 00:16:04.440 you know, kind of rope them in and get them to subscribe. Since 206 00:16:04.519 --> 00:16:10.720 we have been posting a lot of videos related to our free tools and templates 207 00:16:10.759 --> 00:16:15.360 and some more like best practice videos. We've seen. I was looking at 208 00:16:15.399 --> 00:16:19.799 some stats earlier today in preparation for this conversation. In the last ninety days 209 00:16:19.799 --> 00:16:26.440 our subscribers went up over a hundred percent. So it's all around consistent content, 210 00:16:26.600 --> 00:16:30.679 helpful content. So for us, you know, SUBC scriber growth was 211 00:16:30.720 --> 00:16:36.639 pretty stagnant until we really started focusing on Youtube, which should be no surprise. 212 00:16:36.799 --> 00:16:41.600 But I think it's all around consistency and quality content that truly helps people 213 00:16:41.919 --> 00:16:48.639 solve the problems that they're facing. Absolutely. I know some channels demand consistency 214 00:16:48.759 --> 00:16:52.440 more than others. Right, social you can take a break for a while, 215 00:16:52.480 --> 00:16:55.799 but with youtube, as usually with podcasting, you can kind of a 216 00:16:55.799 --> 00:17:00.360 once a week usually rhythm that the algorithm prefers if you're going to get in 217 00:17:00.360 --> 00:17:03.759 front of more people. Yeah, I mean there's not an algorithm of podcasting, 218 00:17:03.799 --> 00:17:07.839 but expectations. You know, if anything, it's a thing. So 219 00:17:07.880 --> 00:17:11.759 tell me what is some of the results been? You told me you're generating 220 00:17:11.759 --> 00:17:14.200 a lot of leads. Maybe like what is? What does it look like 221 00:17:14.240 --> 00:17:17.880 on as far as a revenue impact look like? Yeah, so we, 222 00:17:18.000 --> 00:17:21.880 like I said, are generating around two hundred, two three hundred net new 223 00:17:21.960 --> 00:17:26.400 leads per month and of course many of those are, you know, have 224 00:17:26.519 --> 00:17:30.000 less buying intent than some and so we're nurturing those, you know, through 225 00:17:30.319 --> 00:17:34.640 to the point of buying intent. So that's been, you know, really 226 00:17:34.640 --> 00:17:40.799 successful and and really stepped up in the last probably three to six months in 227 00:17:40.960 --> 00:17:44.440 terms of lead generation. And for us as a team, you know we're 228 00:17:44.440 --> 00:17:49.119 focused on generating leads. Were focused on generating pipeline and youtube not only is 229 00:17:49.160 --> 00:17:53.680 helpful from a top of funnel lead generation perspective, but it can be really 230 00:17:53.680 --> 00:17:59.000 helpful to re engage people. I know people who have fallen out of the 231 00:17:59.000 --> 00:18:03.400 funnel at some point. Ain't to reengage them give them back into a sales 232 00:18:03.400 --> 00:18:07.559 conversation and our sales team uses our youtube videos a lot at the middle of 233 00:18:07.559 --> 00:18:12.720 the funnel when they are kind of shepherding someone through through the process and you 234 00:18:12.799 --> 00:18:18.559 just really trying to stay top of mind and and move them officially efficiently. 235 00:18:18.200 --> 00:18:25.160 To a close. I don't have any revenue information. I've unfortunately didn't pull 236 00:18:25.240 --> 00:18:29.079 that before our conversation. Just have the lead numbers, but we track, 237 00:18:29.240 --> 00:18:33.559 you know, our attribution through to revenue. So that's something that you know, 238 00:18:33.599 --> 00:18:36.759 we're able to pull an pull that one for you though. I'm sure 239 00:18:36.799 --> 00:18:41.160 it's pretty strong. I mean, Youtubo's one of the more intimate channels and 240 00:18:41.160 --> 00:18:44.480 when people come in bound from a channel like Youtube, kind of like with 241 00:18:44.519 --> 00:18:48.960 podcasting, breads that youtube stronger. It usually is got a pretty good conversion 242 00:18:48.079 --> 00:18:52.559 rate. Anything else you want to leave for people who want to get started 243 00:18:52.599 --> 00:18:56.200 in Youtube? Maybe they're seeing some traffic from just the random videos they're posting 244 00:18:56.279 --> 00:18:59.680 on youtube is more of like a storage for videos to then in bed on 245 00:18:59.720 --> 00:19:02.799 their website, which is how most people treat it. They're seeing a little 246 00:19:02.799 --> 00:19:04.279 bit of traction there and they want to get started. What steps would you 247 00:19:04.319 --> 00:19:08.839 recommend for people to take? I think most people, especially in the B 248 00:19:10.000 --> 00:19:14.079 Tob World, think of Youtube is kind of a repository. Like you said, 249 00:19:14.160 --> 00:19:18.400 you know, you upload all the videos you create and many times, 250 00:19:18.400 --> 00:19:22.960 when you know early stage stass companies are investing in video creation, they're investing 251 00:19:23.000 --> 00:19:29.519 in product oriented video creation to communicate and show product value, feature walk throughs, 252 00:19:29.519 --> 00:19:33.720 things like that, and I think videos like that are certainly important and 253 00:19:33.720 --> 00:19:37.319 and utilized heavily, you know, for us. But if you have a 254 00:19:37.400 --> 00:19:44.359 concept of content marketing within your organization, Youtube should be a part of that. 255 00:19:44.640 --> 00:19:48.000 So when you're creating a new piece of content, whether that's a blog 256 00:19:48.039 --> 00:19:52.119 post, a white paper, if you have a podcast, a podcast episode. 257 00:19:52.160 --> 00:19:56.400 You know, the question should always be is there a video component for 258 00:19:56.559 --> 00:20:02.599 Youtube we could create from this, and my content team does an amazing job, 259 00:20:02.599 --> 00:20:07.079 but not only creating content but thinking about the distribution of that content, 260 00:20:07.160 --> 00:20:12.599 and Youtube is another extremely strong distribution engine, since it is the second largest 261 00:20:12.599 --> 00:20:17.039 search engine out there. Laura, thank you so much for joining me on 262 00:20:17.119 --> 00:20:21.000 the attention podcast. Where can people go to learn more about you and learn 263 00:20:21.160 --> 00:20:25.799 about what fleetios all about online? Sure? Yeah, fleeteo again as a 264 00:20:25.839 --> 00:20:30.799 fleet maintenance software and we're helping fleets around the world track, analyze, implute 265 00:20:30.839 --> 00:20:36.079 and improve their fleet operations. You can see us at Fleeteocom and then you 266 00:20:36.079 --> 00:20:40.039 can find me on Linkedin. It's just Lori Sullivan. Fantastic. Again, 267 00:20:40.079 --> 00:20:41.880 thanks for joining me on the show today. Thanks for having me, Dan. 268 00:20:44.519 --> 00:20:48.200 So let's talk about what cut my intention in this interview. Youtube is 269 00:20:48.279 --> 00:20:52.920 certainly a channel that's had my attention, if you couldn't tell from our conversation, 270 00:20:52.799 --> 00:20:57.480 and I know it's a growing channel. Fleetio success is not surprising to 271 00:20:57.480 --> 00:21:02.839 be, considering Youtube's one of the largest search engines after Google, which Google 272 00:21:03.000 --> 00:21:07.079 controls and feeds into their actual search engines. To take a search engine approach 273 00:21:07.119 --> 00:21:11.559 to this channel is just a fantastic way to jump start a new youtube channel. 274 00:21:11.599 --> 00:21:15.319 The downside of youtube is that videos are relatively hard to put together and 275 00:21:15.319 --> 00:21:19.000 produce. In fleeteo they put together a process to do it, which you 276 00:21:19.079 --> 00:21:23.440 kind of have to because to sustain that kind of production cycle is difficult. 277 00:21:23.480 --> 00:21:26.279 Even now, with thirty five videos, it's not quite it's a video every 278 00:21:26.319 --> 00:21:30.240 other week, which for a normal Youtube Kate insid a video week is not 279 00:21:30.240 --> 00:21:34.480 even quite there. Yet there's still see massive success even with the thirty five 280 00:21:34.559 --> 00:21:38.160 videos they put out, and that's a big deal now for this channel. 281 00:21:38.240 --> 00:21:41.759 Is Hard to find some takeaways for me because I've wrestled a lot with youtube 282 00:21:41.759 --> 00:21:45.599 and whether I wanted to go there with this kind of a podcast. It 283 00:21:45.599 --> 00:21:48.160 would be too hard to take this video and then go ahead and the slice 284 00:21:48.160 --> 00:21:51.920 and dice it just a little bit to make a youtube video. Yet it 285 00:21:52.039 --> 00:21:56.000 is and I'm already doing so much production process to get out the this video 286 00:21:56.039 --> 00:21:59.720 podcast. Make sure come turns it to a Linkedin Post and some graphics and 287 00:21:59.759 --> 00:22:03.440 different things like that. Right now, while I have an audio editor, 288 00:22:03.480 --> 00:22:07.160 the rest of the show is being handled thus by me myself, Dan Sanchez 289 00:22:07.200 --> 00:22:11.400 here, but I don't. I'm not using all the rest of the resources 290 00:22:11.440 --> 00:22:14.200 when sweet fish in order to produce this show. So this is a one 291 00:22:14.240 --> 00:22:15.680 that I'm putting a pin in and I gosh, I want to go after 292 00:22:15.759 --> 00:22:19.519 Youtube, but I'm like you get sometimes you got to choose to focus and 293 00:22:19.680 --> 00:22:23.400 by focusing on other channels, which for me is the podcast and Linkedin, 294 00:22:25.079 --> 00:22:29.640 I know I'll probably see better growth with this show. Again, the two 295 00:22:29.720 --> 00:22:33.440 channel a rule reigned supreme for me, and those two channels are linkedin and 296 00:22:33.559 --> 00:22:37.960 podcasting, podcasting. But I know there's a place for Youtube. So for 297 00:22:37.079 --> 00:22:41.160 those of you who are looking at youtube as your long form content channel, 298 00:22:41.319 --> 00:22:45.480 it is fantastic. Not only do you get found in Youtube search, you 299 00:22:45.480 --> 00:22:48.799 get plugged into Google search. There's ways to get found in Google's related or 300 00:22:48.799 --> 00:22:55.319 recommended videos and and unlike Google search, where you send traffic to a blog 301 00:22:55.359 --> 00:22:59.000 post, maybe youtube has a built in function for people to be able to 302 00:22:59.039 --> 00:23:03.079 subscribe to you and then be rewarded by seeing your videos more often afterwards. 303 00:23:03.200 --> 00:23:07.599 Right. It's kind of got the Combo of search and social mix together. 304 00:23:07.759 --> 00:23:11.240 was just makes it such an attractive program and will a lot of people are 305 00:23:11.240 --> 00:23:12.559 saying Oh, tick tocks, the new thing in coming, which it is, 306 00:23:12.559 --> 00:23:17.240 and it's good. Youtube still here to stay. I spend a lot 307 00:23:17.279 --> 00:23:18.559 of time on Youtube. My peers spend a lot of time on Youtube, 308 00:23:18.559 --> 00:23:22.279 and the younger generation they treated like it's TV. So Youtube's a thing. 309 00:23:22.359 --> 00:23:26.119 It's going to continue being a thing. It's not going anywhere.