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Episode Info: If you’re at all like me, you may have been resistant to jumping on the YouTube bandwagon. But YouTube can be incredibly helpful for both you and your clients and you ignore it at your peril. If you’ve been thinking about optimizing your channel, you’re not going to want to miss this!  Tom Martin is certified by YouTube as an expert in audience growth and digital rights. He has led YouTube strategy for some of the world’s largest and most successful media companies gaining them millions of subscribers and billions of views. Few people know the ins and outs of YouTube better than Tom which makes the knowledge he shares with us today incredibly valuable. This interview is a deep dive into the role that YouTube can play in your business. Tom shares what it really is that YouTube is looking for and how you can give it to them. He discusses the determination and perseverance needed to make this platform work for you. Tom also shares his knowledge on conducting research on your target audience before you invest too much time and energy into YouTube. We also talk about how you can use your skills and knowledge to help other companies hone their YouTube strategies. This might involve getting you or your business YouTube certified, which fortunately is easier than you might think. I know that you’re going to walk away from this conversation even more excited about using YouTube than you are all ready.   What role does YouTube play in your business? Let us know in the comments on the episode page!   In this episode: What YouTube is looking for and how you can give it to them What to keep in mind when deciding whether or not to start a YouTube channel Steps you should take before you launch a YouTube channel How you can tweak your channel to make sure that the right audience finds it Essential tools for improving your YouTube strategy The biggest mistakes people make when building their YouTube channel and how you can avoid them   Quotes: “Ultimately what was driving me was saying ‘What makes YouTube happy? What does YouTube want?’ Ultimately YouTube wants people to stay on the platform longer; they want people to watch more videos so they can sell more ads and collect more data because that’s where they make their real money.” [16:06] “Expect to upload a video every week for five years and then still keep going even if no one is watching. That’s not to say that it’s going to take five years, but you need to be prepared to go to that length because that is where most successful YouTubers are born or die. Are they willing to go past the dip and keep uploading when most of the competition gives up after six videos.” [17:50] “Make sure there is an actual audience for what you're going to be making videos on before you decide to make a channel and make five years worth of video.” [28:22] “What you need to do is to find a balance between sending people to your website or an email list and encouraging viewers to watch more of...
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