Advisor Marketing Made Simple
Episode: Advice Line: How To Fix A YouTube Channel That Isn't Converting (Eric Rodriguez)
Hosts: Taylor Schulte and Kendra Wright
Guest: Eric Rodriguez, Wealth Builders
Date: September 24, 2025
Episode Overview
In this episode, Taylor and Kendra troubleshoot Eric Rodriguez’s YouTube marketing strategy to address his core question: why isn’t his YouTube channel converting viewers into clients? They dig into Eric’s funnel, identify critical breakdowns, and provide actionable, step-by-step advice for improvement. The discussion spans broader marketing conversion strategies applicable to all advisors—not just those on YouTube—and offers a detailed, real-time blueprint for moving prospects from awareness to client engagement.
Key Discussion Points & Insights
1. Understanding Eric’s Current Marketing Approach
- Eric’s background: solo advisor, $50M AUM, goal of $250M in five years ([00:00]).
- Heavy YouTube focus: All current marketing spend (~$1,200/month, $15k over 9 months) channeled into YouTube since launch 8 months ago ([02:21]).
- Additional minor activity on Instagram, LinkedIn, TikTok—but 90% of time now on YouTube ([05:06]).
Quote:
“I’ve been spending a lot of time, money, energy on YouTube and it’s resulted in zero clients.”
— Eric ([00:27])
2. The Marketing Funnel: Where is the Breakdown? ([05:28])
Taylor & Kendra break down Eric’s funnel into three layers:
- Top of funnel: Awareness (“How do people find out you exist?” via YouTube and social shorts)
- Middle of funnel: Trust-building (Via more videos, nurturing expertise)
- Bottom of funnel: Conversion (Call to action via website, Calendly booking, typeform)
Key Framing ([06:10]):
“Most advisors have a lot of marketing activities, but very few marketing funnels. Really, all a funnel is, is how do we take someone from content to client in a clear, easy way.”
— Kendra ([06:40])
- Eric admits: minimal strategic thought has gone into funnel layers, especially bottom-of-funnel conversion ([08:08]).
3. Diagnosing the Problems
A. Top of Funnel: “Packaging” is Broken ([09:19])
- YouTube success = concept (idea), thumbnail, title
- Eric’s thumbnails and titles are too generic and unintriguing, not designed for YouTube clickability or curiosity.
- Thumbnails not visually compelling; current provider isn’t up to standard.
Comparative Example:
- Eric’s Title: "Top 10 hobbies you should pick up in retirement"
- Taylor’s Title: "Why you should retire at 62, even if you’re behind"
- Taylor's version is more counterintuitive/intriguing.
Kendra's Advice ([12:05]):
“Your thumbnails should ask a question they can only answer by clicking.”
- Suggestion: Use tools like 1of10 for ideation, study recommended content on your own YouTube homepage ([12:50]).
- Recommendation: Hire a specialized thumbnail designer ($50–$150/thumbnail) or consider agencies like Clickables ([13:24]).
Quote:
“If you don’t have a good thumbnail designer, you’re pretty much dead in the water.”—Kendra ([13:20])
B. Algorithm Training ([14:14])
- From Taylor: YouTube’s algorithm can get "confused" if videos lack audience clarity early on, making future content less likely to be seen ([15:03]).
- Sometimes channels with poor performance need to be scrapped and restarted.
C. Scripting & Hook: Middle of Funnel Engagement ([15:26]; [17:40])
- Once you earn a click, you need to keep the audience watching—this is where scripting and video hooks matter.
- Example of Eric’s current hook: too soft and generic.
- Example from Taylor: sharp, stakes-oriented, curiosity-inducing.
Comparison:
Eric: “Today we're diving into a fun and informative topic...finding the best hobbies to pick up in retirement...”
Taylor: “Did you know there are actually two different five year rules for Roth IRAs?...Mixing them up could cost you tens of thousands of dollars in penalties.” ([17:40])
Action: Spend more time scripting; Taylor sometimes invests 10+ hours on a script ([19:00]).
D. Timing Call to Action (CTA) ([19:30])
- Eric only includes his CTA at the end.
- Taylor suggests: Insert an additional CTA at the 2–3 minute mark, as most viewers don’t finish entire videos.
Quote:
“We have to sprinkle in at least one other call to action. We usually do it around the two or three minute mark of a video.” — Taylor ([20:11])
E. Bottom of Funnel: Website Conversion Alignment ([21:05])
- Problem: Website copy is muddy and not tightly matched to the niche/prospect from YouTube.
- Current header: “You’ve built wealth, now it’s time to enjoy it. I help you retire on your terms with a tax smart wealth plan.”
- Better example: “You only retire once. We make sure you’re excited for what comes next...We design retirement plans that proactively lower your tax bill...”
- Social proof metrics must match the new retiree niche.
Action: Simple copy tweaks on the homepage are prioritized over full redesigns ([23:29]).
4. Implementation & Focus ([25:08] – [28:49])
- Eric asks: Should he work on YouTube and website simultaneously?
- Taylor’s advice: Update basic website copy immediately (can do in a weekend), but main priority should be doubling down on YouTube: fix packaging, scripting, ideation, and CTA sequencing. Ruthlessly “reduce” other distracting channels/activities ([26:54]).
Quote:
“Reduce ruthlessly your marketing activities. We've got to get better at the YouTube packaging piece, the scripting piece, and slash everything else away and reinvest it in YouTube.”
— Kendra ([27:17])
- Website updates are not to be a distraction or excuse for busywork; focus on copy and social proof metrics relevant to the new ideal client ([23:29]).
Notable Quotes & Memorable Moments
Kendra, on the reality of YouTube packaging ([12:05]):
“Your thumbnails should ask a question they can only answer by clicking.”
Taylor, on algorithm training ([15:26]):
“You have to train the algorithm so that the algorithm knows who to serve your videos to. And if you get it wrong in the beginning, YouTube has no idea who you’re trying to reach and your videos don’t get seen.”
Eric, on making tough investments ([14:03]):
“Spending the money I’m spending now, it’s the most I’ve ever spent on marketing in seven years. So it’s a tough pill to swallow, but that makes a lot of sense.”
Kendra, on funnel alignment ([23:29]):
“Whatever brought them to your site needs to land really well with what they just watched on YouTube. So there is a disconnect here in terms of the copy, but I also think there's some design improvements as well.”
Taylor, on batching and focus ([26:54]):
“If you want to have success on YouTube and you want to repackage a lot of this and maybe fire your agency and hire a new, it’s a lot of work and time. It’s gonna be really hard for you to create awesome YouTube videos while producing awesome Instagram, TikTok, blog posts... So, you may need to set these to the side for a moment.”
Timestamps for Key Segments
- 00:27: Eric's main question: Why isn’t YouTube driving clients?
- 05:36: What is a marketing funnel for advisors?
- 09:19: The real problem: packaging (title, thumbnail, idea)
- 14:14: YouTube’s algorithm and channel clarity
- 17:40: Sample hooks and why scripting matters
- 19:30: Where and how often to include a CTA in your video
- 21:05: Website messaging problem and sample copy
- 23:29: Website design and social proof alignment
- 25:08: Priority order—website tweaks vs. YouTube focus
- 27:17: Final action plan: Focus, reduce, reinvest in YouTube
Action Checklist (Summary for Implementation)
- Ruthlessly reduce other marketing activities.
- Redesign YouTube packaging: Hire a specialist thumbnail designer; use trend-informed, curiosity-driven titles.
- Improve video scripting: Invest more time in hooks and structure. Leverage tools for ideation.
- Adjust CTA placement: Insert one around the 2–3 minute mark, not just at the end.
- Update website copy: Quick, targeted edits to the homepage, social proof, and top navigation; align directly with retiree-focused niche.
- Consider starting fresh on YouTube if the algorithm is confused by previous inconsistent content.
- Use channel data to diagnose further funnel breakdowns (packaging = visibility, scripting = leads, website = conversions).
- Stay consistent, don’t get distracted by perfectionism or excessive multi-channel activity.
Tone & Style
The hosts’ tone throughout the episode is direct, practical, sometimes humorous, but consistently supportive and relatable—focused on real-world, actionable tactics that financial advisors can execute immediately.
Prepared for listeners who want a step-by-step guide to transforming a non-converting YouTube channel (and broader advisor marketing efforts) into a strategic growth machine—without the fluff.