A single YouTube channel can limit growth and sales; adopting a multi-channel strategy, where a main channel focuses on broad audience growth and a secondary channel targets a specific, high-intent audience, can significantly boost views and revenue while creating a competitive moat.
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If you only have one YouTube channel
now, it might be slowing your growth and
your sales. So, in this video, I'm going
to show you why. And I'm going to show
you a new multi- channel YouTube
strategy picking up popularity that
could not just generate you more views
and income, but could also stop anyone
else getting traction in your niche. It
is brutal. At the end, I'm going to
invite you to try this out with me for a
90-day challenge that I prepared. Okay.
So, to understand how the dual channel
strategy is going to grow your business,
you need to understand the problem only
having one channel causes. So to explain
this, I'm going to use my niche as an
example. Okay, so this circle here, this
represents the entire niche of people
interested in growing a YouTube channel.
It's pretty flipping big, right? The
thing is, I only sell help to business
owners using YouTube to generate sales.
So I make videos that target a smaller
section of that niche. Now,
historically, this has been the best way
to grow business on YouTube because you
focus on the audience that your offer
helps most. But there's still a problem
because even inside this smaller
section, most people still aren't ready
for my offer. A lot of them don't have
businesses yet or they don't have
channels yet. They're just interested in
kind of starting both. Which means the
group of people who are actually perfect
for my offer is even smaller. Again,
it's tiny weeny. So, if I only ever made
videos for that group of people, your
channel can only grow that big. And most
creators, myself included, don't want
their personal brand to only reach
10,000 people. Now, for years, I've used
a very simple workaround that meant I
could grow my channel, and I could make
sales using three different types of
videos, and this strategy has generated
millions. The first video targets the
entire niche here. For example, the one
that you can see on screen right now.
You'll notice there that the title
doesn't even mention businesses because
it's optimized for the the wider circle.
Right now, those videos, they get lots
of views, but they don't do very well
for sales. It's too wide. Now, the
second type of video is specifically
designed for my business owner circle,
like the ones you can see on screen, the
titles and the thumbnails. They make it
clear who's it for. And those videos,
they usually get fewer views, but they
get more sales. And then the third style
goes very specific to a type of business
owner and it targets the people in the
middle, the tiny circle. And you talk
about problems that are kind of more
advanced and specific to your offer. and
those videos will get way less views,
but the revenue per view is always way
higher because that's just how this game
works. The thing is, although this can
grow a channel and a personal brand, it
actually goes against how YouTube works.
Because when you publish a YouTube
video, YouTube doesn't show it to
everyone immediately. It first tests it
with your regular viewers, a small group
of them, and if they click and watch the
video, it's pushed to more people. But
this creates a problem because when we
intentionally make videos that aren't
meant for most of our audience, less of
your regular viewers will click. And
when that happens, YouTube can stop
pushing it to more people, which means
your video might not even reach this
audience, the tiny small one that it was
designed for. So, if we don't get that
balance between broad videos and niche
videos, right, it can start causing
problems for the channel. It's also
really hard to make videos that try and
keep both audiences happy. And this is
exactly why I think we're starting to
see more creators launch second channels
where instead of trying to balance
everything on one, the main channel
focuses on growth and then the second
one focuses on the much smaller
audience. Basically just trying to
convert them into customers. Now that
raises a question. If your second
channel is targeting a much smaller
audience, how do you actually get views?
And what do you even make? Because this
isn't supposed to be just an advert.
Well, right now what we're seeing is
businesses use four different
strategies. So, let me show you how they
work and then I'm going to show you how
to get views on your second channel.
Okay, so the first strategy, Iman Gadi
has been using this for a while. If you
don't know him, he's probably the best
in the world at turning a YouTube
channel into a marketing machine. So, on
his main channel, which you can see
here, his content is really beginner
friendly and it's designed to appeal to
a much wider beginner audience. But on
his second channel, this is a totally
different level. He goes so deep with
his videos, I actually think it made my
ears pop once here. He breaks down his
system that he used to build his $und00
million company using diagrams. And
because the information is just so much
more advanced, the views are
significantly lower. There's just not
enough people who can handle it. So,
this is the perfect strategy if you have
an offer that is aimed at more
experienced people than the average
viewer in your niche. Now, this setting
strategy is great because it means you
can talk about anything you like rather
than what pleases YouTube. And Nick
Sherev runs this on his second channel
in a really strong way. So his main
channel targets a much larger niche in
the AI sector, but his second channel,
this is what I call fan building
content. So what he does is he shares
things like lessons he's learned that
week, projects he's working on,
decisions he's making in his business,
wins and failures as he grows and kind
of life lessons as well as little hacks
that he picks up along the way. Now,
these videos are often very short.
They're unscripted. They're barely
edited. So it's the kind of content that
often turns new viewers away. But the
thing is, once people trust you and are
invested in your journey, this has the
opposite effect. It turns viewers into
extremely loyal fans and these are the
ones who are going to buy almost
everything you ever make. So this style
works best if your goal is to build a
smaller group of very committed
followers and you're itching to talk
about whatever the heck you like. So you
have the growth channel and then the fan
channel. All right. So the third
strategy, this stops you from having to
repeat the same thing over and over
again. And it comes from Neil Patel and
Eric Sue. So both of these guys, they
have their own personal brand channels
for growth, but they also have this a
joint channel they share together. It's
basically a highle podcast where they
talk about breaking news in the
marketing space and business space
strategies that they're testing right
now and recent lessons they've had from
their own companies now because this
content is always based on what is
happening right now. Every episode feels
very different and the production is
often just those guys on webcams.
Sometimes Neil's just sitting in bed. So
channel one is the growth channel and
then channel two is the higher level
news and updates channel only more
advanced viewers will care about. Now,
the fourth strategy you use means you're
going to stop only appealing to one type
of viewer, and it comes from how Alex
Hormosi is structuring his second
channel. So, what you need to realize is
not everyone likes the same type of
content. Some people love really long
1-hour deep dives. Others won't click on
anything longer than 8 minutes because
they're just too busy. So, Alex's main
growth channel, this is focusing on
long, detailed videos. But his second
channel, he just takes those long videos
and live streams and he cuts them up
into very specific shorter videos
answering individual question. They
don't even bother with thumbnails or any
kind of curiosity or clickbait title.
It's just boring titles that often state
a question. And that is why one of the
biggest creators in the world is only
getting a few hundred views on these
videos cuz it's the opposite of how you
grow a channel. But this is stuff that
serious buyers and timestrap people love
to watch and it can get a very high
dollar per view. So, channel one is
views and channel two is targeting very
specific problems. More serious buyers
will resonate with shorter content. So,
which of these strategies should you
use? Well, in the link below, you can
join my 90-day second channel challenge,
which is hard to say. Try and say it's
hard. And I'm going to go deeper on
everything here and lay out what to do.
But really, you probably shouldn't just
pick one of these because if you only
commit to one strategy and it's the
wrong one, then it's going to waste your
time. So, here is my plan for my 90-day
second channel challenge. First, I'm
going to use Nick's approach, and I'm
going to share quick behindthe-scenes
videos about what's happening inside my
own business and the lessons that I've
learned along the way. Then, sometimes
I'll use a bit of Iman's strategy where
I'll break down much more advanced
systems and strategies for growing a
business with YouTube that's way less
beginner friendly. I'm also going to
then use Neil and Eric's strategy where
I'm going to share important news and
shifts happening in the industry along
with my perspective on those things mean
for business owners. And I might even
invite on the odd guest. And then
finally, I'm going to experiment with
Alex Hoszi's clipping strategy where I'm
going to take some old podcast, put
short clips on, but a lot of my other
videos that are longer form aren't
really perfectly designed to be clipped
into standalone content. So, it's likely
I will have to record just some short
answers to specific questions I throw up
there, which I'm expecting to get about
10 views on. Then, this is the critical
part. You need to track emails and sales
coming from your second channel videos
and then compare them directly to the
performance of your main channel and its
past history. Cuz if the second channel
starts generating better results, you
got to keep doing two channels and try
and get more people to your second
channel. If it doesn't, I'm just going
to shut it down. I'll go back to
focusing on the one single channel that
was working. The goal is to test what
works for the business, not to follow
some stupid man with orange glasses on
the internet. But how often should you
post on the second channel? Well, this
is where you need to be very careful
because if this channel starts taking
too much of your time, two bad things
will happen to you. First, you will burn
out trying to keep up and second, the
quality of your content on your main
channel might start to suffer and we
cannot have your main channel suffering
because this won't work. So, instead of
creating a strict posting schedule, I'm
just going to post when an idea feels
interesting, easy, and effortless. So,
that might be once a week, it might be
three times a week, I don't know. Just
don't upload every day too hardcore and
posting frequently can actually damage a
channel. All right. So, how do you get
views on this second channel? Well, what
you must not do is care about views. If
you do that, you are literally doing the
opposite of what this is about. Now, the
first way you can get views on this
channel, it's a brand new way that has
enabled this strategy to work so much
better now. And if you look below the
video watching right now, you're
basically going to see two channel names
below it. This is the YouTube collab
feature and you can collab with other
channels and the links will appear to
both below the video. So, right now,
people are probably going, "Oh, click on
ed second channel and see what's going
on." That's the point. And you can do
this as much as you like. I probably
wouldn't do it too often though. Now,
the second strategy is when you launch a
new channel, make a video explaining to
your existing channel what you're doing
and make it crystal clear who the new
channel is for because we don't actually
want the wrong people going over. For
example, mine is only for established
businesses and established channels and
the content will assume you are all in
on YouTube and have existing experience
because I'm not going to water it down.
That would defeat the purpose. And now
the third strategy is going to actually
grow both channels at the same time
because YouTube wants to see long
session time. So, let's say you publish
a video on your main channel. If you
have a deeper video on the second
channel on the same topic, you can just
link the two by end screens. Now, in the
90-day challenge guide, I'm going to go
deeper on what to post, how often to
post it, how to promote it, how to
generate sales, leads, and emails from
it, and then how to track the results.
But before you go clickity clicking,
should you do this? Should you start a
second channel? And how do you strap a
turbo onto this so that you don't just
dominate your niche, you actually stop
other people being able to enter it,
which is a brutal strategy. Well,
firstly, no. Do not start a second
channel. That's my default answer. And
honestly, for years it has been. Unless
you are already experienced and growing
one because unless your main channel
already has traction, and I mean you're
getting like thousands of views per
video, you have to just stick to one
because this strategy relies on you
having an existing audience to get to
your new second channel content. But
also, focusing on two too early is just
going to screw everything for you. It's
too hard. All right, so what is the epic
strategy that will not just make this
work for you, but stop other people
being able to get into your niche? But
it's actually too advanced for this
channel. So, watch this video next on my
new second channel where I'm going to
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