VMP 273: Derral Eves Shares Why YouTube May Be the Ultimate Secret Weapon for Veterinary Practice

John Carter - Radio Webflow Template
Brandon Breshears
April 19, 2024
Listen this episode on your favorite platform!
Veterinary Marketitng Podcasts on   iTtunessssssThe Veterinary Marketing Podcast on SpotifyThe Veterinary Marketing Podcast On Google PlayAnchor Icon - Radio Webflow TemplateSoundCloud Icon - Radio Webflow Template

In this episode, I've got to tell you about this amazing chat I had with Derral Eves. If you haven't heard of him, he's the genius who's been helping YouTube stars like Mr. Beast become household names, and he's the brains behind Vid Summit. We got together to talk about something I'm super passionate about: leveraging YouTube for local businesses, especially for my fellow vets out there. And before we jump in, a huge thanks to WhiteSpark and CallRail for supporting our show and helping businesses shine with local SEO and call tracking.

Now, let me tell you about Derral's journey. This guy started his digital marketing agency way back in '99 and pivoted to YouTube when it was just a fledgling platform in 2005. He's not just a marketing whiz; he's also a dad to five kids down in southern Utah. His personal story is a testament to how YouTube can revolutionize the way we build audiences and make money.

In our conversation, Derral dropped some serious knowledge about the unique advantages YouTube has over other platforms like TikTok. We're talking about real revenue and engagement potential here. He shared stories of success from all kinds of niches, proving that no matter how specialized your interest is, there's room for you on YouTube. For us in the veterinary field, this is golden. I even shared how Dr. Cody Gillman's YouTube channel skyrocketed to 60,000 subscribers, boosting his practice and making it a magnet for young talent in the industry.

Derral's parting wisdom? Focus on your passion, not just the views. Whether you're starting a new channel or building on an existing one, clarity and consistency are your best friends. And don't worry about being too niche – it's all about finding your unique specialty and owning it. Remember to check your YouTube data now and then, but don't obsess over it. Keep an eye on metrics like click-through rates and viewer behavior post-video to keep improving your content.

Wrapping up, I'm just blown away by the potential YouTube has for vets and local businesses. It's not just about growing your practice; it's about building a community and sharing your passion with the world. So, if you're a vet looking to make a mark, or you're just starting out, consider this your sign to dive into video marketing on YouTube. It could be the best move you make for your business. Thanks for tuning in, and I can't wait to see where your YouTube journey takes you!

Episode Transcript

Brandon (00:00:02) - Welcome to the Veterinary Marketing Podcast, where it's all about how to attract, engage and retain clients to your revenue practice using digital marketing. My name is Brandon Breshears. Thank you so much for taking the time to listen to today's episode. I'm so excited about today's episode. This is a bucket list episode for me because we are talking to the amazing Derral Eves. If you don't know who Derral is, he's probably one of the best marketers in the world, just generally. he definitely deserves to be in the Hall of Fame if he's not. I actually don't know if he is in the Hall of Fame, but to give you a quick rundown of who Derral is and what he's about, number one, he is obsessed with YouTube and video marketing. He is the coach and mentor to Mr. Beast, who is the most popular YouTuber on Earth. So that's amazing. Number one, he is the founder of Vid Summit, the video marketing summit that has experts from all around the world come and speak every single year.

Brandon (00:00:59) - I really want to go to Vid Summit, legitimately one of the coolest conferences ever. He is the author of the YouTube formula, the best selling book all about YouTube. You need to go get this book if you're interested in YouTube at all. It is fantastic. I've taken Digital's courses through Channel Jump Start, his Channel Jump Start program, and I've learned so much about how to approach digital marketing. especially with the way that ads are going in the future, creative is only getting more and more important. Not only does digital have all of those accolades, he's also an executive producer for The Chosen, which he's been directly involved with the crowdfunding of that and raised, record revenue for that project. He's been involved with the Squatty Potty Purple mattress and, potpourri, those very viral commercials that were out on YouTube responsible for billions of dollars in sales. I believe they were the most successful ads ever created. and so the list just goes on. Derral is truly a legend in digital marketing, and so we're very lucky to have him here today on the podcast.

Brandon (00:02:08) - And obviously I'm excited about it. I was definitely excited to talk with Derral. So thankful that you decided to come on the podcast. So before we begin, we have two sponsors for today's episode and then we're going to jump right in. Are you looking to get better SEO ranking for your practice? Probably everyone I know that runs a veterinary hospital would be benefited from having better local SEO, and that's why I want to give you some free tools from one of today's sponsor. It is WhiteSpark.ca. If you go to Veterinary marketing podcast.com/seo, that's veterinary marketing podcast.com/seo. You can sign up to get a free account to give you some amazing SEO tools. WhiteSpark gives you everything that you need for better local SEO. If you haven't heard the episode I did with Darren Shaw, be sure to go back and look at it. He is the founder and owner of this company. It is fantastic. They have Google business profile management, local rank tracking, local citation, founder, reputation builder. They even have professional SEO services if that's something that you're looking for.

Brandon (00:03:15) - So go to Veterinary Marketing podcast.com/seo to check out WhiteSpark and the free tools that they have available for you. You won't be disappointed. They're really cool. let me know what you think too. If you need help with any of that, please don't hesitate to reach out. But again, veterinary marketing podcast.com/seo. Have you ever said yourself, I wish I knew where these clients were coming from? If you've ever been wondering, you know what is actually driving conversions in your practice, then I have something that I think will be great for you and that is called real call relevancy. Fantastic tool that allows you to measure and see where your conversions are coming from, and which of the calls and call sources are driving clients into your practice. Caldwell makes it really simple to not only see where your calls are coming from, but the AI tools that they have that track and record the conversation so that you can assign outcomes to the calls is amazing. I highly suggest all of the clients that I have used call real, and if you've ever wondered where my clients coming from, you can try calling out for two weeks for free.

Brandon (00:04:25) - If you go to Veterinary Marketing podcast.com/call rail, you'll be able to try call Real for yourself and finally know where your clients are coming from. Thank you so much, Derral, for being on today's podcast. I can't tell you how excited I am to talk to you. and I'm excited for the audience to hear what you're going to be sharing today, too. So, for those who don't know you, could you just introduce yourself really quickly and.

Derral (00:04:50) - Yeah, father of five live in southern Utah, small town, USA. and I'm addicted to YouTube, so that is true from every aspect. So I started a business. In 99 did an agency. I worked with mom and pop shops all around the United States, helping them generate traffic and then convert that traffic into money. come 2005, discovered YouTube and found my jam and basically went all in on that where, you know, we were ranking videos on Google and, you know, getting getting phones to ring and traffic. And then ultimately led to what I do today, which is audience development, you know, building audiences around content, around information, around business, and then convert that into money.

Derral (00:05:36) - And so that's what I've been doing, pretty much since 2005. So it's been a few years.

Brandon (00:05:41) - Yeah, it's definitely been a few years. You've done some amazing. Yeah. I think some of the most amazing things, when it comes to video. so veterinarians, they want to get better at YouTube. That's something that I hear consistently and surprisingly, there's not that many people that are veterinarians that are on YouTube as big as you'd think. And that's actually one of their kind of biggest complaints, is that they have all these people that are making content that are not necessarily like sound medical advice, right, but that are really good at making videos. And so they get seen more often than they do. when it comes to specifically YouTube, because I get this question all the time, should we be on YouTube? What should we be doing on YouTube? I think the answer is yes, but it's kind of difficult because they're not. It's YouTube is not set up necessarily for local business. well, I.

Derral (00:06:33) - Would disagree with that. I think it is set up for local businesses is the way that you kind of approach it. so for me, when, when asking should we be on YouTube or not? It's like it's a case by case, matter. I think it's like, what can you use it for? But, I don't know if your audience knows this or anything, but YouTube started as a dating website and that, you know, they launched. But what happened in May, some of the most viral videos at the time, in May of 2005 were animal videos, cat videos, dog videos like that. Like literally took the internet by storm. So I'm like saying, hey, there's not an audience for, for, you know, animal content. I would say this was built on animal content. I think the internet was built on on animal content as well. And so it's just more how do you position yourself to, show what you're what you love and then also that you care. I mean, because, like, I have a I have a brother in law that is a vet and, you know, people come and spend a ridiculous amount of money, you know, to save their, their pet or whatever, or go through some procedure, and it's like family to them.

Derral (00:07:41) - And so for me, there's a lot of opportunities to position it, and there's a lot of awareness that could be done. it's just taking a proactive step of saying, hey, I want more visibility and around the things that I love and and there's an audience for it, believe it or not, on YouTube.

Brandon (00:07:58) - Definitely. I think there's a huge audience. Right? A lot of veterinaries are when they're looking at, you know, the marketing that they do, they want to have some kind of tangible return on investment. And, I think, I think there's just a huge return on investment in terms of skill, in terms of connecting with audience, even though it might not be people that are hyperlocal. But, when it comes to creating content and video specifically for local business, because you see all of the different types of video placements out there, do you think that people should be focused on on one platform first? Should they take a platform first approach, or do you think like a content type? Yeah, approach first.

Derral (00:08:38) - I like video very specifically, and I always push for it because it's the easiest way to communicate. to do written form, people have to read it and it has to be in a certain way. And then too, are they glancing at it or whatever. And so video is very powerful. I think, you know, short form video is powerful too, if you utilize the right way, but it's just more what what are you passionate about? So just to get ROI, completely move that out of your head. what you want to do is bring value. Value will always bring ROI. it just it just does. And so the more value that you bring, the more that it naturally will engage with people and they'll want to share it. And if you can get that feedback loop to happen, that that is kind of secret of success. So let me just give you an example. because I've literally worked with mom and pop shops, you know, the beginning of my career very, very in-depth.

Derral (00:09:32) - And it's no different than any other brand outside of there, just a little bit more budget conscious of what they spend. but people are still trying to reach the, the, the, the, the audience that's there. I have a student of mine. He's actually, pretty, pretty amazing. He sells used office furniture. Okay, so like, we're talking like like he buys used furniture and sells university. So it's like, how boring is that?

Brandon (00:10:01) - Right? Yeah.

Derral (00:10:02) - That's pretty. And yet he's done. You know, when you really, really start to compound it, just because he has a presence on YouTube, he would have anywhere between 20,000 people on his live stream. Okay. And all he's talking about is you use office equipment and he's saying he's done $20 million in a year. Yeah.

Brandon (00:10:22) - That's wild.

Derral (00:10:23) - And it all came from his only source that it comes from is from YouTube. Like he doesn't do any other marketing outside of some email stuff. But the email segmentation is so small.

Derral (00:10:32) - But the only reason why they're on the email is because they found out about him on YouTube. So for me, I just don't accept, you know, you can't do it for his mom and pop shop, one of one of my, businesses that I own. and this is true. There's a guy in my town that is a tow truck driver, and he's like, I want to do YouTube. I want to teach people all about YouTube of how to do recoveries and stuff like that. Yeah. And I'm like, yeah, maybe not so much. and he's like, no, no, no, trust me, this is like, I have fun doing it. I want to document it. And I says, well, you know, it could be a totally different way where it's not giving them tips, but it's like it's about the team going out and rescuing people, and that's the entertainment. And and so, it led to us partnering up. And what's crazy is, you know, we just did an event here.

Derral (00:11:28) - you know, we have close to almost 2 million followers right now, but, we just did an event here inside of Utah. We had 18,000 people come down.

Brandon (00:11:39) - That is insane. Is it? It's Off-Road recovery like that.

Derral (00:11:42) - That mats Off-Road recovery.

Brandon (00:11:44) - But it's it's an amazing channel.

Derral (00:11:45) - It's like it's like it can. Now the thing that I love is he's super passionate about, you know, he's super passionate about the, off road and helping people whatever. And we're still doing that. But just the money made in people coming into a shop and him selling hoodies and shirts and hats that we have, we have the full, full gamut of products, including, you know, specialty ropes and stuff like that. Yeah, he made more money in a week than he did all year as a tow truck driver. So yeah, like I think it might pivot you a little bit. Definitely. but like in veterinary medicine, I think it's just like you have the love and the passion for. And if you're sharing and bringing value to people, you know, to help people that, that they, that they care, that that all comes back together.

Derral (00:12:32) - Now you might find another avenue stream, or. Sorry. Excuse me. Revenue stream. That is another avenue for you. outside of just the clinical work. And then two, you might be able to bring on more people where you're just more the face and you have more, you know, vets that come into your, your, you know, your, your clinic. But realistically, it's it's where people can go and find, information and also connection is is the key.

Brandon (00:13:00) - Definitely. Yeah. That's I think that's such a good point. I don't think most veterinarians know necessarily the power of YouTube that YouTube could easily replace their practice income and revenue, even if it's several million dollars, like it has the potential to do that, which is just probably wild and foreign to them. and I do have a client that is really good at TikTok, and it's really funny because, the practice owner, they hired her, their, niece who just got out of college. And so she's she's younger and she talks about Facebook and YouTube like old people, platforms, which is just funny.

Brandon (00:13:36) - But, she had 27 million likes on her TikTok channel just from, like, the hospital content. And I was like, this is. I mean, you can make more money with the YouTube channel around this, then you probably would with revenue from your, your, you know, hospital operations, which is just crazy. but do you think so? I think YouTube is very different from other platforms in. Well, I guess what is what is your take on that? How different do you think YouTube is from like a TikTok, for example, in terms of having to focus on YouTube versus YouTube and TikTok at the same time?

Derral (00:14:13) - Yeah. So for me, I love YouTube for multiple reasons. when when they started YouTube in 2005, they sold to Google for $1.65 billion in 2006. In 2007, the CEO, at the time says, we're never going to create content and we're reliant on people uploading content. what we're good at now that we have Google is finding the right type of advertiser. And so they went to a model to motivate creators, which was in 2007, 2008, they introduced a partner program.

Derral (00:14:53) - And that's where if you upload videos and you get engagement and views that they're going to share revenue with you, which is a really, really big. Deal. So that alone is the main reason why I was a YouTube first is because. Because what happened in 2008 and, you know, it scaled out to like full platform by about 2011, 2012. But literally ten years they've been giving creators money. and so they've created I personally think they created the, the, you know, creator economy where it's coming into it. And the numbers, that, that you make on YouTube is crazy. So I have a there's a really good important point. So I have a student and he reached out to me for a console and he was he was basically on, old enough that he was getting Social Security. but he didn't have retirement. That was his only retirement. And he's like, I'm just barely getting it by. And this is what I love. Is he saved up because he goes, I know I want to be on YouTube.

Derral (00:15:57) - I know I need an hour of my time now. I'm like, like for my consults, I bring him down in price, but I'm still like a thousand bucks an hour, you know what I'm saying? And it's just like, for me, you know, I knew he he went all in on it, and I encouraged him to be a part of my group coaching the 12 weeks. And I says, you know, this is the sustainable path. You just need to understand YouTube and how to leverage it. And he's like, yeah, I'm going to do it. And all he wanted to do is make 5000 a month. He goes, if I made 5000 a month, I would be perfect. I live in an RV, I drive it where I want to go and I'm going to just do it. So he he invested in himself. He took his savings out, went in through that. And he was he was he was hell bent on getting that 5000 a month and he was going to learn YouTube, whatever.

Derral (00:16:44) - So he's like 67 years old. He's editing on an iPad. You know, it's not not the best edit in the world. But he understood his audience. And so during the pandemic, you know, he, he just went on this little adventure and this is the beginning of his channel. And it people loved it. He they loved the hour and a half, you know, commentary of him going and exploring and stuff. And it was so crazy. And what makes me really, really happy is, is that 5000 a month, was achieved. And you're thinking, oh, that's so great. Well, he did $50,000 a month by himself, and he's amazing for over a year, like by himself. It's like, yeah. And he's like, it's like life changing. Like he's now, you know, in my, inner circle or whatever. But he's like, it's life changing. I cannot believe it is. Whatever, you know? Yeah. And I'm here to tell you, is he just barely getting started? Like he will be doing hundreds of thousands of dollars a month, just by himself.

Derral (00:17:41) - And I'm trying to encourage him to get an editor, you know, but he's still wanting to edit. You know, that's hilarious. It's funny, but it's like there is so much opportunity. And then here he is. Just basically does adventures in an RV. And so you might say, well, that doesn't really translate to me. And I'm like, well, no it does. You just need to think there is an audience for everything, especially when it comes to things that are viral on YouTube, which is animals, animals, animals, animals and animals and animals. I can't tell you enough. there's a lot of opportunity and people care for animals and they will click on cute little animal videos. Now for me, that's why I love YouTube first. And instead of, TikTok. Because even on TikTok you can get, you know, a billion views and you're probably only making a few thousand dollars versus if you get a billion views on YouTube, it could be close to $1 million, you know? So it's just really depends on, you know, where that volume is.

Brandon (00:18:34) - So definitely, definitely makes sense. So I think a lot of the difficulty that people have with YouTube is that they don't understand kind of what YouTube wants from video, so that it will be successful, but YouTube wants your videos to be successful if it's the right kind. So maybe could you give me your top three things that YouTube needs for a video to be successful.

Derral (00:18:55) - And give you a top three things? So YouTube has, created an AI back in 2013 and all the AI is looking for is what people want to watch. And and they're looking at, oh, you know what? Derral likes to watch K-pop. I don't really, but it's just like, you know, they're going to they're going to go and say, oh, I like that type of content, and they're going to give me more options to click on it. The more I click on it, the more information that YouTube has. And so YouTube's more about kind of the preference of and what people are into, and then they find the other content out there and put it in front of you.

Derral (00:19:30) - And so for me, it's just to try to predict what the viewer wants to watch. And so YouTube's very close on what people like. And so I'm here to tell you, there are certain people that like dogs over cats. Okay. That's great. believe it or not, there is a channel, and I. And I know this because I did the console a little over ten years ago, but there's a channel that makes their content for dogs. So when mom and dad leave the house and the dog needs something, there's there's content for that dog. They just put it on and it streams and all that other stuff, and they make millions and millions of dollars just communicating with dogs, you know what I'm saying?

Brandon (00:20:08) - Dogs can't skip the minerals.

Derral (00:20:11) - Can't get the minerals. But it's crazy what it is. But what I'm saying is YouTube's really geared and understands that and and would find, oh, this would be similar for this type of content or this type of their viewing behavior. And so it works really, really well where it's able to identify it.

Derral (00:20:27) - So for me it's like it doesn't matter if you're doing large animal medicine, if you're doing small animal medicine, it's more about the journey and the story and caring and giving back. that's that's what people want. And, and realistically, when it comes to animals like I, I've like, I, I mean, I grew up on a farm, I had a couple dogs, you know, so it hit a lot of large animal encounters. We'll just say it that way, you know? and I just vowed I just didn't want anything to do with the animals, so, like, that's enough for me because I. I lived off of that. But I have I have friends and even family that they lose a pet, and it's like they lost their kid, you know. And so for me, it's like they're going to do things that they're into. In fact, one of the biggest channels is the dog training channels. One of my students to McCann dogs, I mean, they make so much money on just giving, tips on how to train your dog.

Derral (00:21:23) - And so there's just an audience for everything. And so my, my whole thing is just take a step back and realize what got you into business in the first place. yeah. And generally it's a couple of ways. Some it might be a family business that is kind of handing it down or whatever. Others are like, no, I have a fascination for or I really love working with animals, you know, that's the whole thing, but it comes back down to it. And then I would just look at, okay, what value can I bring consistently that would build the brand and the build. The brand portion is where the value prop is like. The bigger that you build the brand, YouTube can go find people that actually like that type of content and the way that you're consistent on it. YouTube's going to do its thing and it's going to grow your audience, which actually gross revenue to.

Brandon (00:22:08) - Definitely, definitely. Yeah. and there's an audience for large animal or small animal. I have one of my friends and clients.

Brandon (00:22:16) - His name is Doctor Cody Gilman. He has 60,000 subscribers on his channel. And he's I mean, it's amazing how much his YouTube channel has helped him, too. because he's got people. One of the things that's hard with veterinarians right now is that there's a shortage of vets, and so it's hard to find people who want to work for you. And because people know him, especially younger people that watch him on YouTube, they want to work for him. And so he gets people like crazy. So there's even way more benefits than that. So if somebody is doing YouTube, how long do you think that they should do YouTube before they say, I'm not good at this and I should try something else because you have limited time? Well, like, yeah.

Derral (00:22:56) - I wouldn't probably phrase it that way. I think it's just like, it's like if you're doing it for, to get the information out or because you're passionate about something, you'll want to do it regardless of what you're doing, whether it gets two views or ten views or 10 million views, it's like you're passionate about it.

Derral (00:23:13) - I think we get motivated for other reasons behind that, but generally that when I work with content creators, brands or businesses, they're really passionate about something. And we try to try to lean in on that. and then too, it's just more finding the audience, you know, that that works. and so there's like a, an attorney that was a client of mine while he was still a client of mine. he he was trying to help, preparing law students for law school. So it's like, hey, if you take the Lsat, I want to prep you. I'll have. I'll make money, you know, by me teaching you. And it was course driven. But he really loved the law, right. And and so he had this idea that he wanted to break down the law by just talking about what was happening in pop culture. Like he'd take an episode of suits or whatever and just kind of dig into it. Is this true or not or whatever, you know? And when I reached out, I says that that's your channel.

Derral (00:24:07) - Like, I would put everything else on another channel and just do this and, and, and and now, I mean, it's crazy how big he got. like, he's millions and millions and millions of subscribers, you know, billions of views. And that's the type of content he is. Well, what he did on the back side is his law firm actually extended, like he actually has one of the biggest law firms right now. And all it is, is like he'll find he got the audience and then he'll he'll put the right type of attorney with it. And it's under his law firm. And he's making a ton of money now. And it's just crazy. It's crazy. So.

Brandon (00:24:42) - Definitely crazy. I, I think, yeah, it is probably going to grow your practice in ways that you never imagined there. I know that there's a lot of veterinaries who've created content already, on their channel. when you talk about going through and, you know, setting up your, your bucket system and figuring out what niche you're going to be in and how you're going to create content moving forward, do you think it's okay for people to start? I mean, tactically, should they start a new channel completely, or should they start on something that's older because most practices have channels with, you know, maybe several dozen videos, but they just haven't ever done anything with them?

Derral (00:25:24) - Yeah.

Derral (00:25:25) - like, it's like if you have no views on it or if you have minimal views, it's just it's just what is your new content strategy? So it doesn't matter if it's new channel. Old channel. you know, I prefer that whatever it is like, it's easy for people to understand what the channel is about and the consistent value that you're bringing. So but it's like I've done it both ways. I'm not worried about that.

Brandon (00:25:47) - Okay. Got it. And when it comes to creating, your, your buckets that you're starting off with to begin for a veterinary hospital, do you think they should go just a far more broad, or should they get more niche, maybe to stand out in a specific niche and then go more broad? What's your thoughts on that?

Derral (00:26:07) - that's a tough one. just because people love what they're, they're into, you know, and I think it's just like, find a lane that's going to be the most consistent with you. so if it's small animals, I would probably pick one of the small animals, you know, dogs or cats.

Derral (00:26:24) - I'd probably do it. I wouldn't probably do both, but it's just like, okay, this, this, the vertical that I do, even though that you do all this other stuff, you're probably focusing more on that because then it's like, oh, if they're dog people and they love that, that it's talking about dog stories. If they're cat people, it's like that. I'd probably do it that way. Unless it was the, you know, magnetic vet vet that is more personable and it's more about him and him or her, interacting with their practice and, and people and animals. Then I think it'd be fine, but you'd have to kind of pick a lane, you know, from, from my point of view. So definitely.

Brandon (00:26:59) - Definitely. and how niche do you think is to niche? Because I think people are a little bit self-conscious about that in particular. Like some people are like turtles, but they think, oh, it's too small of a niche. Do you think there is such a thing as too small of a niche?

Derral (00:27:16) - not really.

Derral (00:27:18) - I think like turtles, for example, like that would explode on YouTube. We just.

Brandon (00:27:24) - I think so too. But people, because they don't get a lot of turtles, they think nobody really wants turtle content. but I know a few vets who specialize in them, and it's kind of cool.

Derral (00:27:33) - Seriously, I would definitely do that for sure. So.

Brandon (00:27:36) - And yeah, definitely. And surprisingly, two videos like Abscess Popping are incredibly popular and it's really gross. And people think I shouldn't post that because it's so gross. And those are some of the videos.

Derral (00:27:46) - Audience. It's just that, yeah. Shocking or so.

Brandon (00:27:50) - Definitely. well, the last kind of question that I have for you is, when it comes to reviewing data and, and the content that you're putting out, how often do you think people should be reviewing their data as they are creating content?

Derral (00:28:07) - I tell my students a couple times a month, I think you can get hyper fixated on something and it will stall you out. So it's just more, hey, you know, maybe at the beginning of the month, middle of the month, you take time to review.

Derral (00:28:18) - Is this working? What can I improve on? you should do a hyper analysis of of is the video working or not? And, you know, that's what I teach my students, is how to look at that thing, to say, oh, okay. It's super engaging because you might think it's the most amazing video and your mom thinks it's the most amazing video because you're in it, but it really isn't a good video. And so we're always just trying to improve, you know? And as you start to grow an audience, you can start seeing what they like, what they don't like or how to approach that said content via video. You know, that's that's kind of the key.

Brandon (00:28:51) - So got it. And do you think that retention is the most important metric still or click through rate or all of them.

Derral (00:28:57) - No no no. so it's like I wouldn't say retention because if they never click on it, they're never going to retain. Right. So you could you could have 100% retention. And yet the video is never going to take off.

Derral (00:29:07) - What you have to do is have kind of combination where they see the title and thumbnail and the video itself. Right. And they're like, oh, I'm interested in that. I'm very curious on that. They click on it okay. And then the retention and then the most important thing is what they do next. If they kind of dive deeper with you, that's the perfect sign of, hey, you're bringing valuable content, not just in a video but multiple videos. And that's what YouTube's looking for.

Brandon (00:29:32) - Got it. So multiple multiple videos down a rabbit hole type thing, right. It makes total sense.

Derral (00:29:38) - All done that. Like we all have done that. Right.

Brandon (00:29:41) - So absolutely that that totally makes sense. Well, do you have any other tips or tricks that you think would be really valuable that you're seeing, that you think are going to be big deals?

Derral (00:29:51) - One of my favorite, one of my favorite examples is I can't do YouTube and there is a Wrangler in, in Wyoming. and all he wanted to do is just give manly advice to this generation.

Derral (00:30:04) - And he literally goes over, hits record and then sits down, smokes a cigar, and, and has a conversation with with the people. He has millions and millions of views of him just talking about life. And he's a character. He's not very animated. He just he just is very composed. He's just a rough, tough guy. Yeah, that cares for this generation. And it's like you can see how unscripted it is. He's just coming from the heart. And then you can see that it's not very well edited. but he's just having real conversations and he's making a ton of money just helping people, you know. And that's exploded his Wrangler business and where people are coming in and they want to do the full ranch experience. Okay, great. You know that. That's awesome. But it's all about that passion and love. So for me, don't get in your head. It's just like, if you're passionate about something, let's just turn the camera on and share that passion with others.

Derral (00:31:00) - and then just to just know the lanes, like, you can't just be all over the place. You have to be around a topic. That's how YouTube works. And so if it's about, you know, dogs, then go in-depth and funny dog stories or things that kind of been crazy or whatever, whatever that is, or reacting to, you know, or giving insight in, that's what it's all about.

Brandon (00:31:20) - Definitely makes total sense. And one last question that I thought of, because I get this question a lot and I'd love to get your take. So if you have your YouTube channel and you're doing mostly long form content and you're creating shorts on Instagram or something, people really want to repurpose stuff for YouTube.

Derral (00:31:34) - I just say if it's doing Instagram, do Instagram, do if you're doing YouTube, do YouTube. Yeah, it never translates over. Everyone wants it to do. It's just a different audience. And so yeah, I would do short a short form vertical content on YouTube, but it would be, oh, I'm doing that on YouTube.

Derral (00:31:51) - And then you're like, oh, I'm doing this on Instagram. It's just different audiences like I can guarantee you, if you do it on Instagram, you're going to actually have a higher female audience than you are on YouTube. It just is. That's the way it is. Right? And so understanding that females respond differently to what males respond to, just they just do. And so YouTube's more of a male audience. It would kind of be blended, but it is skewed normal. And so. It's just like, okay, what? What are you. Who are you talking to? How do you talk to them and how do you bring them value.

Brandon (00:32:20) - Got it. And do you think that people should focus on either long form or short or both, in that.

Derral (00:32:25) - I personally would want to do both? I think short form is great. I love to consume it as a viewer, but I just, I don't even remember who did what. like, I can't tell you. Oh, my favorite short form creator is this like, no, it's funny video and then I moved on to the next.

Derral (00:32:38) - And you don't have an option. You do have an option. Go deeper. But rarely do people do that. Sure.

Brandon (00:32:43) - So totally makes sense. Well, thank you so much, Derral. And, can you tell me how often do your jump starters go and and start? I remember I did it a couple of years ago, and it was a group coaching at the same time. But how often is that going on?

Derral (00:32:56) - Yeah.

Derral (00:32:57) - I mean, about every 12 weeks we start a new, cohort. And so we're just getting ready in May to, to, do the next one, but yeah. Yeah, it's, it's every 12 weeks.

Brandon (00:33:07) - It's an amazing program. So I think everybody should go check it out for sure.

Derral (00:33:11) - Appreciate that.

Brandon (00:33:11) - Appreciate it so much, Derral. Thank you so much for your time today. Great.

John Carter - Radio Webflow Template
Brandon Breshears
Digital Marketer & Podcaster
Facebook Icon - Radio Webflow TemplateTwitter Icon - Radio Webflow TemplateInstagram Icon - Radio Webflow Template

I'm here to help you get more out of your veterinary practice using digital marketing. Learn how to attract, engage and retain new clients to your veterinary practice using digital marketing.