How to Build an Effective YouTube Marketing Strategy: Dr. Paul Jenkins on Coach Focused
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How to Build an Effective YouTube Marketing Strategy: Dr. Paul Jenkins on Coach Focused


Hey coaches, I’m really excited today. I’ve
got Paul Jenkins with Live on Purpose TV. It’s a YouTube channel that’s doing really
well. Paul is just a great example of how someone can be successful on YouTube really
quick and also just an example of overall how YouTube is fitting into his business along
with speaking and writing books and your group programs and whatnot.
I’m really excited to share his story with you because I think it’s gonna be very inspirational
and let’s go ahead and jump right in. So Paul maybe you can just start out with
giving us you know your your elevator pitch of who you are what your business is.
– I’m a psychologist and I’ve been in practice for about 23 years now. About 10 years ago,
maybe 12 now, I made a big transition over from traditional psychology and psychotherapy,
where I had a very busy psychotherapy practice, over to positive psychology.
So I fired all the insurance companies, I don’t give anybody a diagnosis anymore – it’s
all in the positive end of the spectrum. – I guess I should be calling you Dr. Paul,
make sure I put –. – That’s kind of the handle.
– Yep, exactly. Well that’s great. We talked a little bit about some of your background
before we started the show but I want to dig in pretty quickly. You mentioned you know
how your business works and I think that’s an important part because a lot of coaches
I think maybe try to start YouTube too soon. So you have your practice, you switch over
to more of a coaching positive psychology about 10 or 12 years ago. Maybe you can tell
me like where did it go from there in terms of writing a book, starting to do speaking…
The way we connected was you spoke to a group and someone in the group said I needed to
meet you so that definitely works. And then adding YouTube, and also adding a podcast.
You’re doing a number of different things. Maybe you could take us through how that rolled
out. – Kind of how it developed? As I shared with
you, I started in a traditional psychotherapy practice and as a young psychologist I was
seeing mostly kids, adolescents, families, parents. I got a lot of great experience that
way and I I found that I was pretty good at it, but there were elements I didn’t like.
And most of those elements I didn’t like were tied to the pathology model that the industry
of psychology and therapy is built on. It’s modeled after a medical model, so diagnosis,
treatment – and that didn’t really resonate with me as far as what I’m truly interested
in. If you think of your mental health on a spectrum
or a continuum, and clear over here on the left end is the sick end of the spectrum.
That’s where we have diagnosis, pathology, treatment. I’m really more interested in that
end, and there’s some overlap in the middle. Everybody’s got issues.
– Yep. – Probably noticed that. I realize and acknowledge
also – I’m coming at the coaching industry from a different direction than a lot of people
do. Some people think, “Well I would like to be a psychologist but I don’t want to go
to all the school and everything else to get –.”
Well I did! PhD! I am a psychologist; I’m a licensed psychologist and I have chosen
to abandon what I traditionally did as a psychologist in favor of something you don’t have to be
a psychologist to do! But I’m still a psychologist so I get to bring that knowledge and experience
to the table. I’m now also licensing other coaches in the
content that I’ve created. – Great. I think we kind of skipped forward
there because that seems like a great spot to be but I do want to get back to when you
wrote your first book, when you added these other parts.
You’re spending a lot of time on marketing or you know sharing your knowledge for free,
and that’s a big difference from what a typical psychologist does, too. How did that come
about to get to that point where you you went from individual, all the way up to now you’re
licensing your methodology? – Maybe if we start with the book.
– Okay. – This is probably true of a lot of our viewers
here today, too, if you think about why you are interested in coaching. It’s because
you know stuff! You know stuff that seems to make a difference in your life and lives
of people that you’ve already worked with. And after about 10 years of practice as a
clinical psychologist I realized that I’m going over all of the same kinds of things
with all of my clients. All of this knowledge that I had accumulated in the experiences
I’d had, I kept telling myself I’d told myself for several years I’m going to write a book,
and it was true. Every time I said it, “I’m going to…someday.”
I had to go through some of my own personal development experiences to get to a point
where I realized it was me that was getting in my own way.
I won’t share that whole story with you unless you want to hear it, but it basically took
me to a place where I’m like, “Okay this is a choice,” and I actually sat down that
very Saturday morning and started writing. Instead of “I’m going to write a book”
I changed that dialogue in my own head to “I’m an author.”
The speaking part – now this I think is worth mentioning. As I was completing that
first draft of my book, well, books, what I drafted was a brain dump. It wasn’t a book,
and I realized I gotta have some help to turn this into a book.
So I called an editor who had taken care of several of my colleagues and people that I
really respected liked their books. I said, ”What would it take to work with you?”
and he said, “That depends. Are you a speaker? Because speakers sell books. Publishers don’t.”
Publishers will do an initial push and a promotion, but they don’t sell books. Speakers sell books.
– And then you became a speaker. – And then I got serious about that. The day
before yesterday I gave an opening keynote for a statewide Association here in Utah and
two breakout sessions. These are teachers; they don’t have a lot of money, so I packed
up. I think I packed 40 books into a travel bag
and took them down there. I thought, “I don’t know how many I’m gonna sell.” I
sold them out! I’m shipping books now because I didn’t
have enough to sell, and you start doing the math and that’s gonna buy some groceries.
That brings up another dilemma: who’s gonna hire you to speak? Who would invite you to
speak? In the speaking industry we have a little
saying, “The more you speak, the more you speak.” Because you have to get on the stage.
It’s like when you try to get a job but you have to have experience to get the job, but
how do you the experience unless you get the job – you know?
– Yep. – Kind of the same dilemma. So there’s ways
to go about that, and I found myself giving free presentations anywhere that I could.
I’m speaking for the Rotary Club and the Elks and the Moose and the Eagles in the whole
animal circuit. And as I’m doing that, I’m getting it out
there, that hey this is something that I do and if you do it well then people want you
to come and do it more. About the same time – this was in 2007,
so just a little over ten years ago – I started my podcast Live on Purpose Radio.
My podcast is always an interview, kind of like what you and I are doing here today.
I would just invite authors, or other speakers, or people who have something interesting,
bring their experience day-to-day, in their knowledge or their their skill set, and I
would interview them and then I’d put it out there as a podcast.
– Let’s dig into the YouTube channel because you’re doing it really. I guess first off
you know maybe tell us what you’re doing on your YouTube channel. If you don’t mind, actually
I’m gonna play a little clip of one of your videos here so let’s just go over to that
real quick so we’ll see what it is – So today on Live on Purpose TV: three ways
to improve performance. And I gotta tell you, the third one is probably the most powerful
[Music]. Without getting into all of the technical
ways that you can improve your performance in any specific area, let’s talk about some
general rules that will apply whether you’re talking about performance in music and theater
and dance, or performance on the job site, or performance in the market.
– So that’s how your videos work. There’s kind of like the intro, and then you’re in
your office giving that great knowledge that you’re sharing for free. But I would love
to know technically how you’re doing this, because you’re doing this every day and that’s
hard. You’re in Utah – I know there’s some amazing
YouTube experts in Utah so I’d love to know if you’ve talked to any of them. That is the
greatest strategy to grow a channel, but it’s a lot of work.
So are you batching this? Do you work with a videographer? How are you making this happen?
– Great questions, Brighton, and yes, thank you for acknowledging that it is a lot of
work. I’m doing daily, long-form – meaning 10
to 15 minutes – YouTube videos, and daily for me means 5 days a week. So 5 episodes,
you start doing the math and that’s a lot of content.
I don’t come into the office and film a video every day. I come into the office one time
a month and film 21 videos in a day. I have to gear up for that, honestly. It’s
a lot of content, it’s a lot of energy, it’s a lot of prep. It takes me typically anywhere
from four to six hours to prep my outlines; I don’t even do the outlines until we generate
topic ideas. We’ve got a team mostly in the Philippines
where we put it out for keyword research and these topics come back with several titles
that people are hitting on the search engines. And we pick a title related to that topic
that’s already getting search volume. The strategy there is we’re not trying to
create a viral video; we want a video that’s going to get consistent hits over time and
has good content so that people feel that they want to engage that video or they want
to share it. And then I create an outline. The topics are
already things that I know some things about because I’ve submitted the topics. And then
from that outline, I have my my videographer show up once a month, we shoot 21 episodes.
After we get through the content of those 21 episodes, we go through and we shoot an
intro and an outro for each episode and then I’m done for the month.
I turn it over to the production team – and this is where the cost hits me because I’m
paying for the production of this – and then we schedule another one next month.
So we try to stay a couple of weeks ahead on our content so there’s always a bank of
content and it goes through about seven layers of editing after that.
– So how is it working then? I mean you’ve got the book, you’ve got the speaking from
the stage, you’re selling books when you speak, now you’re positioning yourself as an expert
on YouTube. I think of YouTube – I like to say it’s
the world’s biggest stage because there’s 30 million people in the audience, potentially.
How’s it going? You’re you’re seven months in or eight months in now… Are you seeing
results that you can track back to YouTube? How does it feel?
– I’ll tell you what the focus has been up until now is simply just getting out there,
growing an audience, being noticed, getting some views, getting some view time.
It was it’s almost addicting, Brighton, because YouTube has a has a creator studio where you
can go in and see all of your stats and your analytics. I never looked at those before
November, but I do now on a regular basis because I want to see how many views are we
getting, what kind of engagement is there. I have to say, something interesting happened
in my own mind when the first day that I looked at the viewing time and it exceeded 24 hours
in one day. I’m like, “Whoa, what?! People are viewing my videos! They have eyeballs
on my videos for more than a day, every day.” And then it went up to a couple of days and
now I’m up to – sometimes I’ll have a couple of weeks of viewing time in one day, and they’re
people all over the planet, and I can see who they are, what their gender is, how they’re
engaging with the channel, and it did something to my brain.
To realize that I’m working around the clock around the globe, and people are benefiting
from my videos while I’m at home sleeping – that that did something to this psychologist’s
brain. I realized I finally got out of my own way.
Can I share a quick story about –? – Yeah, definitely.
– I had the opportunity to listen to Dr. Sanjay Gupta. He presented just a wonderful address
at Abravanel Hall in Salt Lake City. He’s a correspondent for CNN and he travels around
the world into the most difficult situations that you can imagine.
Well during the Q&A somebody asked, “What’s the most disturbing thing that you’ve ever
seen?” That’s an interesting question to ask him.
He responded quickly, “It’s unnecessary death.”
And then he went on to explain that, because he had boots on the ground in Puerto Rico
Wednesday morning, he was in Abravanel Hall Wednesday night. This is how fresh it was
for him. And he said, “We expect people to die in a hurricane. We get it; that’s part
of the deal. What’s tragic is these people who die after the fact, simply because they
can’t access food, water, shelter, the medical things, that they need.”
And the disturbing part of it is that those things are in containers on ships in the port
on the island and there’s no distribution to get it out to them.
It was that day that I signed a contract with my video producer and I realized, “You know
what? These principles that you teach – if you’re a coach and you’ve got these principles
that you know change and sometimes save lives…what’s your distribution process? Well that’s what
YouTube means to me. – Awesome I love that story. That is a great
story. From your standpoint, not only is it fulfilling your “why” of getting your
message out, but it’s clearly positioning you as an expert and giving you exposure just
like speaking. Have you been able to tie anything back to
say, “Okay yeah I got this speaking gig because of YouTube”? It’s always hard to
tie things together directly, and a lot of times it’s eight punches or whatever, but
is there anything that you can say that you’ve gotten from a business standpoint or from
an economic standpoint, maybe? – I don’t know that I can tie it directly
to “this is how that person found me.” I think there’s a whole lot of indirect benefit,
like you said in terms of positioning myself as an expert or a thought leader or someone
that might be reasonably engaging from the stage of your event.
I think that there’s definitely some of that that’s happening. The thing that I can track
directly to YouTube is product sales. I know that because – this is kind of an obscure
story but I’ll tell you. I did my doctoral dissertation on bedwetting.
– Okay… – I know right? How much is bedwetting a part
of my current practice? Well it’s not. But I did my dissertation on bedwetting, and I
found a treatment program that’s really effective for kids who are wetting the bed. What am
i doing with this knowledge? Well it’s just locked up in my head.
I thought, “Well let’s just share it on YouTube,” so we made an episode about bedwetting
and we tie that to an e-book that I’ve made for parents on bedwetting, and we’ve sold
several of those. I know that came from YouTube because I’m
not marketing that any other way. The thing that drives the economic engine for this is
additional products that we create on the side that we market through the YouTube channel.
I can see, for example, in my analytics that about 70 percent of my audience is young moms
and they’re hitting our parenting videos. Remember that’s part of my background and
my practice back in the day was focused on kids and parents and so I’ve created a lot
of parenting content. We have a positive parenting playlist, and
that’s where the bulk of our our traffic is right now. So my wife and I just finished
yesterday recording an audio course called The Parenting Power Up and it’s just an audio
course for parents but we answer all kinds of questions in there. It’s about four hours
worth of good content. Now we put that out through the audience and
we got all these eyeballs looking at our videos. How many of them are going to purchase a $30-$40
audio program? – Yeah, and I think that is key, and that’s
kind of why I’ve realized that working with coaches who are authors and speakers, typically
they’re in that point where they’ve started to build or they’re working on building those
less-expensive items that can sell to many many people, like a book.
Many people can buy a book; not that many people can buy one-on-one coaching. And when
you’re in that YouTube relationship I think it’s easier to take a first step into a $30
or $40 item. Well I do want to wrap this up, I don’t want
to take too much more of your time but this has been fascinating for me. I love your stories
too because they start out, and I’m going where is he going with this? And then it’s
like oh my god that is perfect! So why don’t you tell folks how they can get
in touch with you, how they can see your channel, your podcast, things like that?
– Live on Purpose TV on YouTube. – Perfect.
– Find it. Just go look for Live on Purpose TV. My website is DrPaulJenkins.com spelled
with a D-R. DrPaulJenkins.com. There’s a lot of stuff on the website there too.
You know what, we haven’t even updated the website to have links to the YouTube channel.
– Oh wow, yeah and that definitely helps your website too, tying those things together and
having the video on the website. Google likes that a lot.
Great, well thank you very much and to the audience we’ll see you in another video. I’ve
got something up over here, another interview that you can check out with someone else who’s
going to be really super helpful for coaches, or down here you can click on the subscribe
button and then be sure to click the little bell icon so you can notify to future videos
but I’ll see you in the next video.

About Ralph Robinson

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4 thoughts on “How to Build an Effective YouTube Marketing Strategy: Dr. Paul Jenkins on Coach Focused

  1. Good video, thanks for sharing!
    Hey, I create very similar marketing-related content on my channel, why don't you subscribe and send me some feedbacks about my videos?
    Pat

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