how to turn a videoblog into a 6 figure business
DESCRIPTION
Greg: The Frozen Food Master, the host and producer of Freezerburns shares his secrets on how he turned a super-focused niche topic into a 6-figure business.TRANSCRIPT
HOW TO TURN A VIDEOBLOG INTO A 6 FIGURE BUSINESSBY @GREGORYNG
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OCTOBER 4, 2008
“I don’t want to hear about this 9 to 5 bullsh*t. Work 9 to 5, spend a couple hours with your
family. 7 to 2 in the morning is plenty of time to do
damage.”
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• 500+ Episodes• 200K views per episode• Distributed to over 30 networks• In 2011 I earned over $100k from my show
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KEYS TO MY SUCCESS
NICHE CONCEPT
LARGE AMOUNTS OF CONTENT
FOCUS
PATIENCE
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6 STEPS
1. ESTABLISH A NICHE2. OWN THAT NICHE3. KNOW YOUR AUDIENCE4. GROW YOUR AUDIENCE5. GIVE SOMETHING FOR SPONSORS TO BELIEVE IN6. MONETIZE
STEP 1
ESTABLISH A NICHE
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“NEESH”VS
“NITCH”?
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CHOOSING A NICHE
• Focused content means you can own it but is it a big enough audience?
• Dedicated audience is good but what is the goal of the show?
• There are SEO advantages but is anyone looking?
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25,074 blogs related to “Food”815 blogs related to “Food Review”3 blogs related to “Frozen Food Review”1 blog related to “Video Frozen Food Review”
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THE BUSINESS BEHIND FROZEN FOODS
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FROZEN FOODS BRANDS
STEP 2
OWN THAT NICHE
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OCTOBER 4, 2008
EPISODE 1: TGI Friday’s Sweet and Smoky Chicken
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Head cut off
Reflections
Hot spots
64 Views in the first week. (All friends and family)
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1
OPTIMIZE AS YOU GO!
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5 EPISODES PER WEEK FOR THE FIRST YEAR
• Land Grab!• Scare Off Competition• Build Camera Presence• Optimize Production Process• Build Audience
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SINGLE FOCUS.
260 EPISODES IN YEAR 1
PRESSPEOPLE LIKE MESUBSCRIBERS
MONEY
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HOW DO YOU OWN YOUR NICHE? FIRST, OWN YOUR SHOW.
• Domain Name• Social Screen names• Logo• Theme Song• Tagline• Catchphrases• Title
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“The Internet’s Only Frozen Food Review Show”
“Eating My Way Through the Freezer AisleOne Box At A Time”
“Down deep in my belly”(First Appeared in Episode 13)
“The Frozen Food Master”(First Appeared in Episode 17)
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ALWAYS BE BRANDING
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OCTOBER 11, 2009
236 Episodes = $384.72
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OCTOBER 11, 2009
236 Episodes = $384.72 = $0.23/hour
STEP 3
KNOW YOUR AUDIENCE
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THE FREEZERBURNS AUDIENCE
STONER COLLEGEKIDS
44%
GROCERY SHOPPING MOMS
41%
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KNOW YOUR AUDIENCE
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BLIP.TV
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FACEBOOK QUESTIONS
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NOVEMBER 21, 2009
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NEW TAXONOMY
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NEW TAXONOMY
AVG. TIME ON SITE
from 03:08 to 04:25
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YOUTUBE ANALYTICS
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JUNE 4, 2010
EPISODE 336: Chicken Fettuccini Frodown
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YOUTUBE ANALYTICS HOT SPOTS
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YOUTUBE VIDEO INSIGHTS
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MAY 24, 2011SEEVOLUTION
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SEEVOLUTION
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CHANGE IN POST NUMBER
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CHANGE IN POST NUMBER
PV/VISITfrom 2.50 to 6.32
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GA, SiteCatalyst Integration
WYSIWYGEditor
Multiple Conversion
Goals
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VISUAL WEBSITE OPTIMIZER TEST
CLICKS +3%(First time visitors)
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VISUAL WEBSITE OPTIMIZER TEST
SUBSCRIBERS+7.21%
(Blended)
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WHERE I AM NOW
STEP 4
GROW YOUR AUDIENCE
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DISTRIBUTE EVERYWHERE
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GET SEEN WITH VIDEO SEO
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KNOW WHAT YOUR AUDIENCE WANTS
SPEED, PRICE, CONVENIENCE NUTRITION, TASTE, FAMILY-SIZED
WANTS TO BE ENTERTAINED WANTS HELP WITH BUYING DECISIONS
HOT POCKETS, TOTINO’S, EL MONTEREY
HEALTHY CHOICE, LEAN CUISINE, SMART ONES, STOUFFER’S
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STAY FOCUSED ON WHAT THE MAJORITY WANT
X X XX X X
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SPREAD THE WEALTH AND GIVE BEHIND THE SCENES ACCESS
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ENGAGE IN COMMENTS, RESPOND TO EMAILS
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TURN YOUR FANS RABID
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MARCH 22, 2009
FEBRUARY 18, 2012
CARE WHAT YOUR FANS THINK…BUT TRUST YOUR GUT.
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HATERS GONNA HATE
ACCORDING TO THE TROLLS, I…• “chew like a pervert”• “am a lazy fat f***”• “need a job”• “have a big nose”
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TROLLS MEAN YOU’RE POPULAR
http://www.flickr.com/photos/totally_lemonified
STEP 5
GIVE SPONSORSSOMETHING TOBELIEVE IN
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CAPTURE TESTIMONIALS
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CREATE PRESS KIT
BRANDING
UVP
TESTIMONIALS
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ENCOURAGE ACTION FOR BRANDS
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GIVE BRANDS OPPORTUNITIES FOR EXPOSURE
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TELL BRANDS YOU EXIST
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COMPANIES LIKE THIS
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COMPANIES LIKE THIS
http://www.flickr.com/photos/totally_lemonified
STEP 6
MONETIZE
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VIDEO ADS
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VIDEO ADS
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MAKE MONEY WHILE YOU SLEEP
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Head cut off
Reflections
Hot spots
64 Views in the first week. (All friends and family)To Date: 117,000 views
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YOU WON’T GET RICH OFF OF ADS
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EPISODE SPONSORSHIPS
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AUGUST 2011
HEALTHY CHOICEFRESHEN YOUR FREEZER CONTEST
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CONTACTING SPONSORS
POSITIONING STATEMENT
TIME RELEVANCE
CREDIBILITYINDICATOR
DEMOGRAPHIC RELEVANCE
RECENT SUCCESS
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AUGUST 2011 LAUNCHED iPHONE APP
app.freezerburns.com
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FUTURE OF THE FREEZERBURNS APP
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JULY 2012 WHAT’S NEXT
XI’M A GROCERY SHOPPING PARENT!
I’M NOT RELEVANT TOCOLLEGE KIDS ANYMORE
4 YEARS LATER COLLEGE FRESHMEN HAVE GRADUATED
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JULY 2012 WHAT’S NEXT
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6 STEPS
ESTABLISH A NICHE OWN THAT NICHE KNOW YOUR AUDIENCE GROW YOUR AUDIENCE GIVE SOMETHING FOR SPONSORS TO BELIEVE IN MONETIZE
@GregoryNg
GREG’S MOUTH
Follow me on
Watch me!
www.FreezerBurns.com www.FreezerBurns.com/vlog