I lately caught up with Owen Hemsath at VidSummit, and as at all times, he didn’t disappoint. For these of you who don’t know Owen, he’s one of many high video advertising consultants on the market—a YouTube strategist who’s helped numerous creators and types not solely develop their channels however flip these views into critical income. His perception goes far past simply getting consideration; it’s about turning that spotlight into one thing significant and sustainable.
However right here’s what makes Owen stand out: Whereas many deal with the content material, Owen focuses on connection. Throughout our chat at VidSummit, he dropped a bombshell that each one creators want to listen to: No person needs your course. They need group.
Owen’s daring declare: “No person needs your course“
That’s how Owen kicked off our dialog. It’s a tricky capsule for creators to swallow, particularly when everybody appears to be speeding to create and promote on-line programs. However Owen’s not saying programs aren’t priceless; he’s saying that your course alone isn’t sufficient to maintain folks engaged long-term.
“Your course is only a gateway. What folks really need is connection. Positive, they’ll purchase your course as a result of they wish to study one thing, however they may simply as simply discover that data on YouTube totally free. What retains them coming again is the group you construct round it.”
Owen Hemsath
Award-winning Enterprise Progress Strategist
This can be a game-changing mindset. Your course isn’t the top aim—it’s the beginning of one thing greater. It’s the entry level right into a relationship, and that relationship is what builds loyalty, repeat enterprise, and long-term success.
From transaction to transformation: how you can construct an actual connection
Owen’s take is obvious: Cease considering of your course as a standalone product. As an alternative, deal with it as half of a bigger ecosystem designed to foster connection. Consider your course because the hook, however the actual product you’re providing is the group. That is the place creators can go from having a transactional relationship with their viewers to constructing a really transformational one.
Folks would possibly watch your course at 2 a.m., however what they’re actually trying ahead to is becoming a member of your reside calls, interacting with you, and being a part of a gaggle the place they really feel they belong. That’s what retains folks engaged, and that’s what builds long-term loyalty.
This concept of constructing actual human connection in a digital world is extra essential than ever. Owen stresses that as creators, we have to transcend simply delivering content material—we have to ship experiences that individuals can’t get elsewhere.
The way forward for advertising: it’s nonetheless about human relationships
Once I requested Owen about what’s subsequent on this planet of selling, he didn’t speak concerning the newest algorithm adjustments or shiny new tech. As an alternative, he introduced it again to fundamentals.
“The way forward for advertising is what it’s at all times been—human connection. Social media, video, AI—these are simply instruments. The inspiration continues to be relationships.”
Owen Hemsath
Award-winning Enterprise Progress Strategist
Owen’s background as a YouTube strategist has at all times been about extra than simply racking up views. His focus is on creating programs that convert consideration into enterprise outcomes.
Everybody’s chasing virality, however virality doesn’t pay the payments if you happen to’re not changing these viewers into clients or group members.”
This brings us to some of the essential classes from our dialog: In the event you’re not constructing an electronic mail record, you’re lacking out on your enterprise’s most dear asset: your electronic mail record. The e-mail record is the place the actual relationship-building occurs—it’s the place informal viewers develop into lifelong supporters.
leverage video and electronic mail collectively for long-term success
One of many issues I’ve at all times admired about Owen is how methodical he’s when combining video marketing via email. He’s a grasp at utilizing YouTube for publicity, however what units him aside is how he drives that spotlight into an electronic mail record, which he makes use of to nurture relationships and finally drive gross sales.
Folks know me because the YouTube man, however an enormous a part of my technique is electronic mail,” Owen mentioned. “YouTube is incredible for attain, but it surely’s electronic mail that converts. I take advantage of video to advertise lead magnets—like a free information or a calendar appointment—and as soon as somebody opts in, I’ve obtained their electronic mail. That’s when the actual nurturing begins.”
Actionable steps to begin constructing your electronic mail record
Right here’s the place it will get sensible. If you wish to comply with Owen’s lead and begin utilizing video to construct your electronic mail record, right here’s how you can get began:
- Create a Lead Magnet: Provide one thing priceless in change for an electronic mail deal with. This may very well be a free information, a guidelines, or unique behind-the-scenes content material. The hot button is to ensure it’s one thing your viewers finds genuinely helpful.
- Use Your Movies to Promote the Lead Magnet: On the finish of your YouTube movies, point out the lead magnet and clarify the worth of signing up. Don’t simply add a hyperlink within the description—communicate on to your viewers about why they need to be a part of your electronic mail record.
- Leverage Your E-mail Record for Nurturing: When you’ve obtained their electronic mail, don’t simply hit them with a gross sales pitch. Create a follow-up sequence of emails that add worth. This might embrace extra in-depth video tutorials, unique ideas, or invites to reside calls. Nurture the connection earlier than you ask for a sale.
- Assume Past Virality: Like Owen mentioned, “It’s one factor to go viral, however how a lot enterprise did you change from that?” Your electronic mail record is the place conversions occur, so prioritize constructing and nurturing it.
The facility of consistency: turning small gross sales into lifetime clients
Owen is a giant believer within the lengthy sport. “Your first sale could be a $29.99 product, however over time, that very same buyer might put money into a $5,000 program,” he defined. The hot button is consistency—exhibiting up to your viewers persistently and providing worth at each stage of the client journey.
Right here’s the place Owen’s technique actually shines: He makes use of electronic mail to ship follow-up movies that will not be optimized for YouTube’s algorithm, however they’re optimized for conversions. These movies are tailor-made for his electronic mail subscribers and designed to nurture them from informal followers into paying clients.
“The small sale right this moment turns into the large sale subsequent 12 months, after which a lifetime buyer after that,” Owen mentioned. This method is what permits creators to construct scalable, repeatable income streams.
Turning Viewers Into Loyal Group Members
Owen’s message to creators is obvious: Cease focusing solely on content material and begin specializing in group. In the event you can construct a loyal group, the content material will naturally comply with. And the easiest way to construct that group? By combining the attain of video with the non-public contact of electronic mail.
Owen’s recommendation is actionable and to the purpose:
- Create content material that results in group. Use your course or video as a method to get folks within the door, however what is going to maintain them there may be the connection they really feel with you and the remainder of the group.
- Nurture relationships over time. Don’t deal with your viewers like a one-time transaction. Use electronic mail and video to nurture that relationship in order that they really feel invested in your journey—and also you in theirs.
- Give attention to consistency. Whether or not it’s exhibiting up on YouTube, sending common emails, or internet hosting reside calls, consistency is what builds belief and loyalty.
Closing ideas: construct one thing actual, construct one thing that lasts
On the finish of the day, Owen’s insights are a reminder of what actually issues within the creator economic system: relationships. It’s not nearly going viral or promoting a course—it’s about constructing one thing actual and lasting. And that begins with group.
In the event you’re critical about taking your creator journey to the following stage, comply with Owen’s lead. Begin constructing your group now, nurture these relationships, and watch the way it transforms not simply your enterprise, however your whole method to content material creation.
And if you happen to’re able to take motion, try GetResponse’s Content material Monetization Instruments. With the precise instruments and technique, you may flip your viewers right into a thriving group and your content material into constant revenue. Let’s make it occur.