Ranking Revolution

Doug: This is part two of the
interview series with Julian Goldie.

You should definitely check
out his YouTube channel.

And that's actually what we're
going to talk about today, using

YouTube to grow his agency.

So we dig into the details and I could
geek out on YouTube all day long,

but we keep this one pretty tight.

By the way, if you missed out on
the first part of this interview

series, you could check it out.

It should be the previous episode.

It should already be out there.

And Julie and I talk about.

How he got started working online
and using AI for his SEO agency.

I think that's it.

We're going, we're going to keep it quick
today and just get right to the episode.

And if you're not subscribed,
be sure you subscribe wherever

you're consuming this content.

So thanks a lot.

Let's get to the interview with Julian.

Alright, let's transition over to YouTube.

So I love, I love YouTube.

It's probably like my, my primary area.

And you have been
producing a lot of videos.

For a while so, you know talk
about when you decided to

just go in Deep with youtube.

Julian: Yeah.

So for me it was when it really
justified going deep, right?

So for example when my videos were
just getting like 200 or 300 views A

video, it would make sense to just see
one or two of those each week and, and

get a few clients in, but I know it's
not popping off in the way that maybe

Matt Dixie or someone like that was.

And then when I started doing
these chat GPT case studies and I

was getting like videos with like
50, 000 views, a hundred thousand

views, 20, 000 views consistently.

I was like, okay, I'm getting a ton
of clients in, I'm getting a ton

of sales calls booked from here.

This is converting better than any
single other channel that we have.

Cause I, I track every single channel
and how many leads we're getting from it.

I was like, right, let's just
do this every single day.

And I'll set a get, get a point.

So as long as I'm getting a
thousand views per video, and as

long as I'm still generating sales
calls from this every single week,

I'm just going to go hard on it.

And that's what I did.

You know, 12 months later.

pretty much every single day since.

Doug: When was that?

Was it like one year ago ish?

Julian: Yeah, it was about, I would
say March 2023 last year that I

really started going hard on it.

Doug: All right.

Julian: Yeah.

Doug: And so how many videos
do you have total roughly?

Julian: I took, honestly, I took
a lot down after the clapping in.

So I would say probably about a
thousand videos with There in total,

including shorts, but right now I
think there's probably about 400

or 700, let's check how many are.

Yeah, 453.

So I took a lot of shorts down.

That was the main thing.

Doug: Okay, cool.

So you mentioned a couple of
times, like agencies are the

folks that you want to work with.

So how do you, how do you publish
or plan your content to make

sure you're attracting good leads
and people into your funnel?

Julian: Yeah, so I have
multiple ways to do that.

So number one, for example, on Twitter,
we just post content targeting agencies

specifically, because I know so many
agencies and freelancers that specifically

over on Twitter, at the same time, a
lot of the SEO content that I publish

will be watched by agencies because they
want to learn this more than anyone.

Like there's so much money
to be made with AI SEO.

That for sure they're learning how to
do it and who they're going to go to.

They're going to go to some of
the most popular YouTube channels

on SEO, hopefully including mine.

The other way that I attract a lot of
agencies to our channel is I actually set

up a Julian Goldie agency YouTube channel.

Um, that was back in about November
and it's already at 1, 200 subscribers.

And I just, I post tutorials on how
to get clients as an SEO agency.

And then people find that and
then they go into my funnels,

my free SEO course and my.

Book a white label, SEO strategy
session, CTA, and they grow from that.

The other thing that was really
well for attracting agencies.

Is building communities.

So I have a discord community
where that is full of SEOs and

agencies just launched it last week.

And then I also have a mastermind
community with 200 people inside there.

And that's an SEO mastermind, but it's
also got like courses on how to grow your

agency, how to get clients with YouTube,
et cetera, how to all the SEO SOPs that

they would need for their team, et cetera.

So yeah, community building is
another great way to attract agencies.

Doug: And you mentioned earlier about
creating really a lead magnet, but you

were like, if you create a lead magnet
and you don't keep talking about it, then

you don't have a chance to keep reusing
that piece of content and get more leads.

And one thing that I know from
creating YouTube videos is you,

If you want to promote that lead
magnet again, you kind of have to

keep doing the same type of content.

I mean, you're hitting
the same topic, right?

Like you can hit it from different
angles, but it becomes repetitive.

And sometimes.

I've done this so many times.

I'm like, I've already done a
video on that, or I've already

done five videos on that.

So how do you keep going back to
the well and creating essentially

repetitive videos over and over again?

And I don't know if you end up
doing that, but let me know how you

approach that repetitive idea so that
you can keep pushing people to this

really high converting lead magnet.

Julian: Yeah.

So the best way I think is just to
document what you're doing currently.

Right.

So for example, if I'm creating a new
agency video tomorrow, Then I'm just going

to document some of the new changes that
I've released in my agency to help us.

And I know if they're working for us,
it's going to help other agencies.

And so for example, it might be like,
Hey guys, this is how I'm getting

clients with Facebook ads today.

I set up a new ad based on these
metrics because I see the hours down

and I want to test this new copy.

That maybe will increase the CTR
and therefore bring more clients.

And by the way, I did it with
chat GPT, here's how I did it.

And that will be like video
done for the day, easy.

And I think one of the best things you
can do as an SEO agency is just document

what you're doing in terms of SEO.

So doing loads of case studies where
you showcase how I've ranked this

website or that website, et cetera.

And then also documenting the
processes that you have internally.

And showcasing how you're using those
to get more clients because that's

going to attract more Agencies to
buy from your agency white label.

Doug: Some people are scared to You know
in air quotes like reveal their trade

secrets or like oh if I just show people
how to do this Then they're not going

to hire me So are you scared that people
are just going to do what you just taught

them to do instead of hiring you or?

Working with you in a
professional capacity

Julian: No, absolutely not like I mean
I could sit down with you today You

And teach you everything that I know
about link building and running a link

building agency But bear in mind it took
me like seven years to implement it and

I could literally break down everything
show you everything I could even give

you a list of all our clients and tell
you where we're getting our clients from

But the problem with that is like it
might take you seven years To implement

every single one of those things.

And so I don't care about
giving away value for me.

I think if someone's watching
that and they're implementing it,

which 99 percent people don't,
but if someone is implementing it,

then that's his type of person.

That's just going to figure out
anyway, whether they learn from me or

whether they learn from someone else.

So I might as well give them value.

Like for me, I've been in masterminds
with some of my biggest competitors.

I've sent tutorials of how I do
YouTube to some of my biggest

link building competitors.

I don't care.

Like I'm happy to help everyone.

The more people I help,
the more money I make.

Doug: Well said.

What do you consider a conversion
on any of the channels?

Is it an email subscriber?

Is it some other action?

How do you judge that?

Julian: Yeah, so for me, I just
chase the money, not the views.

And so I'm always focused on one
thing, which is generating sales calls.

Now, I know that there's going to be
some lead and lag indicators for that.

So for example, if we get in opt
ins, email opt ins, I know it's

just a matter of time before a bunch
of those convert into sales calls.

And so I'll track both.

And I know maybe this week we get five
sales calls, but we get a hundred opt ins.

And then next week we get 200 sales opt
ins, which means next month we're going

to have even more sales calls booked in.

And so, yeah, I'm always thinking about
how can we get more opt ins and then how

can we get more sales calls booked in?

Doug: Okay.

And do you have a good mechanism
to track the specific lead?

Through, you know, various channels.

So for example, maybe someone
follows you on YouTube first and

then they end up following you
on LinkedIn and then Twitter.

So there's all these
different touch points.

So do you have any handle on.

All the different places that you
might be interacting with a specific

lead to understand better, like,
okay, actually LinkedIn doesn't get as

much traffic, but it converts so much
higher, or it doesn't even convert as

high, but they spend a lot of money.

So any idea on that?

Julian: Yeah, a hundred percent.

So I think tracking is everything
like you need to have the data and the

longer you build your agency, the more
data you collect, which is going to

give you a competitive advantage over
everyone else as an example of that.

And I would, If you've got an
affiliate link, I would recommend

putting it inside the description,
but go high level, go high level.

It's just hands down the best
CRM I've ever used as an agency.

And the reason that is, is because no
one's going to save you a ton of money

with tools, like for example, Calendly,
you can, it's already built into their

school, it's already built into their
ClickFunnels, you can already get a

version of that inside go high level.

And so like, it saves you a lot of money,
but additionally, Every time that someone

opts in or interacts with any of your
website pages and puts their details in,

you can see their name and you can see
their whole history from start to finish.

So you can see, ah, John, he
watched a bit of LinkedIn.

Then he came and clicked on a few emails.

After that, he messaged us, but he
didn't show up for the sales call.

And then six months
later, he's like, right.

Let's hire Julian Goldie, and so I can
see all of that history down the right

hand side in chronological order And I
can see all the UTMs and all the pages

that he's interacted with this one one
of the reasons I have UTMs aka like Uh,

UTM equals at the end of every single
URL inside my custom GPTs, because I

want to know, like, how many clients are
we actually getting from custom GPTs?

How many clients are we
getting from YouTube videos?

I'll even inside my YouTube videos,
if you check them out, I even put

the code of the video inside the
UTM so I can track which videos and

which topics are converting the best.

And so I think tracking is everything.

And then on the other side,
obviously you've got all that data,

the micro data on the contact.

On the other side, you want to make
sure you're tracking every single sales

channel and your activity, AKA the
inputs, like how many tweets, how many

videos, how many emails, et cetera.

And you want to track how many
leads and sales calls and sales

did you get from each channel?

And from there you can quickly
figure out, okay, YouTube is

getting me the 80, 20 sales calls.

So I'm going to double down on YouTube.

I'm going to do more YouTube lives.

I'm going to do more videos every day.

I'm going to create another
channel and then Facebook ads.

It's getting me nothing.

So I'm gonna stop spending and wasting
and burning all my money on that.

And so like Just from having that
data, you can tweak the dials.

And I see an agency as a machine where
you can tweak the dials and discover the

inputs to get the outputs and go, right.

If I double the inputs, I'll
probably get double the outputs.

And that's how I can grow an
agency pretty much on command.

Doug: I think we could probably
talk for many hours, but I know

it's close to bedtime there.

So we got to start wrapping
it up a little bit.

You mentioned, yeah, this is such a blast.

We'll have to, you know,
schedule some more time and, and

collaborate a little bit more.

I do want to talk a little
bit about the community aspect

and how you're building that.

And you could tell a little bit
about how you're, you're, you know,

finding it so far for me, you know,
I've, I've They're popular, right?

It's a good way to have recurring
revenue, but I'm not a community person.

And I was like, I'm not, I'm
not going to worry about it.

You know, I'm, I'm lazy at heart as well.

So a lot of things working against
me here, but you're, you're making

it work really well, Julian.

So, um, can you talk about how you set
things up, how you operate it and some

of the value that people might expect
if they checked out your community?

Julian: Yeah, sure.

So I mean, number one, we've got like the
free communities, for example, YouTube.

And so the way that I build a community
on there is like, I'm always asking

for feedback and making little micro
promises and then delivering on that.

Right.

So for example, the other day I posted,
by the way, guys, we're interviewing

a Flipboard expert who gets millions
of traffic every month from Flipboard.

If you have any questions for him.

Let me know and then all of the questions
that people asked for free I asked that

guy during the interview and that's just
like a little way of And I make these

promises every week to people, but I'm
like, I'm going to do this for you.

I promise I'll do it.

And then I deliver on that promise.

That's one of the best ways I think
to build a community that actually

trusts you and sees you as the expert.

And then when you have these paid
communities, for example, I have a school.

There's 300 a month and then I
have a discord that increases in

price every 10 members a joint with
these communities It's really about

taking a bit more responsibility
on my side to help them, right?

So like for example, people can direct
message me they get weekly action items to

do they get All the systems I personally
use and have tested along with the SOPs

to implement it in a very simplified way.

And then they get the ability to interact
with each other, which platforms like

YouTube don't really allow, right?

So, for example, if John's an e
commerce SEO agency and Jill's got an

e commerce SEO agency, then it would
make sense for those two to collaborate.

And teach each other and say,
right, here's what's working.

Here's how we can partner.

Here's how we can help each
other refer clients, et cetera.

This is a massive benefit of communities.

The other thing that I would say on the
flip side, if you're an agency owner,

the, one of the biggest benefits of
having a community is that you are the

expert leading that community and helping
everyone and giving value and connected.

And so when clients are looking around
and like, who's the expert, who should I

hire for link building or SEO or agency
stuff, whatever, they're going to see you.

As one of the standout people that
she took that responsibility on.

Doug: Got it.

Very good.

Any specific challenges
with the community so far?

Julian: Yeah, I think it
is a skill to be learned.

Like it doesn't come naturally as well.

So for example, one of the biggest
problems you might find is that.

Well, I mean, number one, a lot of agency
owners, like they don't want to speak

to clients directly and for sure you're
going to get some DMS from clients who,

uh, even if you have account managers,
clients are going to DM you because they

want to interact with you, the agency
owner, that's something that's going to be

a struggle for some people watching this.

Additionally, making sure that people
give value and that you're not carrying

the community is very, very important
because every single person in that

community has something to offer.

But you have to build an environment
that's comfortable and makes it

easy for them to share their value
and their expertise, because that's

how a rising tide lifts all boats.

And so that's something that I've really
learned over the last few months to

help people interact with each other.

Doug: Very good.

Yeah.

I can see that being a challenge
and you want to have a positive

energy, not a scarcity mindset.

You want everyone to feel like they
can share and they're gaining value.

And that's tough to nurture.

Julian: Oh mate, I mean, I've been, I
won't mention any names, not gonna mention

any names, but what I will say is I've
joined some communities where they're

like, Oh, share your wins this week.

And then I'll share a video.

I'll be like, Hey guys,
publish this video.

And people reply in this community
that you pay for as a customer, they'll

reply with like a throwing up emoji,
like a sick emoji on your video.

And you're like, what
am I paying for here?

I'm just getting abused.

Publicly, anyone else looking up,

Doug: you can get that for free.

Yeah.

Julian: No, I could do that on
Twitter for free every day if I want.

Doug: Man.

All right.

Well, Julian, this has been amazing.

Um, we'll link up so people can get
to all the places, but where do you

want people to connect with you?

And check out your stuff.

You can mention them here.

And like I said, I'll link it
up so people can get to it.

Julian: Thanks.

Appreciate that.

Yeah.

So feel free to check out
our SEO and agency community.

It's called the SEO boardroom.

If you want to link to that in the
description, that'd be amazing.

Otherwise just check
out my YouTube videos.

Julian Goldie agency is probably
the one that most people watching

this will be interested in.

It's got all my systems I
use to generate clients.

I publicly displayed on my YouTube
channel because I want to help people

Doug: awesome.

Julian: Well, we'll talk

Doug: soon Have a great night there.

And uh, thanks again.

Appreciate it, man.

Thank you

Thanks a lot to Julian.

And if you haven't checked out his
YouTube channel, hopefully this episode.

Inspired you to do so.

He does live streams all the time.

I'm not sure if it's daily, but I see
it on my feed all the time and he does

new stories, he's putting a segment in
there at least like, I think like once

a week or so he's doing a new story
at least the time that I'm recording

this outro and yeah, just check it out.

He's a good dude.

You'll probably.

Probably see him around at
conferences and stuff like that.

And I think that's it for today.

Be sure to check out some
of the other episodes.

If you happen to have missed them,
I try to interview, I actually,

some, you know, well known people,
but also some up and comers, people

maybe that you haven't heard of yet
that are doing interesting things.

So we'll have a, have a look at
some of those other episodes.

And if you have a chance, if
you dig this podcast, please

tell your friends about it.

It really does help spread the word.