The Ember - Strong Presence & How to Flex Your Messaging
Everything starts with a spark. That spark of an idea, or a dream that has been burning in your mind for years. It’s finally time for you to unleash that dream on the world, and you need to find a way to share that plan effectively.
There are billions of websites. 720,000 HOURS of video are uploaded every day to YouTube. More than ONE MILLION videos are viewed every single day on TikTok. So how on earth are you supposed to stand out? How the heck are you going to get your message to the right people?
Posting images on social media sites can draw some attention from prospective clients. That’s obvious. Setting your sights on a specific niche - whether that’s fitness and health, travel and vacations, or underwater basket-weaving - eventually you’ll find a rhythm in whatever algorithm you’re working with and get some traction within that niche.
However, just getting in the door is much different than having a VIP pass to unclip those velvet ropes.
Having high-quality content with a strong, planned presence will, more often than not, lead to better results. Let’s be honest here with an example…you’re looking for a new exercise bike (stay with me here, it took me eons to find the right one).
You have a pair of options:
Option A - You’re intrigued by the price point of this bike. It’s a bit cheaper than leading competitors, but seems to have all of the same general functions like adjustable resistance and a Bluetooth-enabled app. However, the only videos you can find of it in action are from a guy named Johann Beiberlivovitz that he made on an iPhone 8 in 2016.
Option B - This bike looks like it should be among the industry leaders - but it’s only slightly more expensive than Option A? With the same functions? How is that possible? These look like Peloton ads! Their campaigns look so clean and refined, there HAS to be a catch. But there isn’t.
You’re more likely to lean towards Option B. And you wouldn’t be alone. In fact, nearly nine out of ten people report wanting to see more videos from brands in 2021, making video an excellent tool for lead generation and brand awareness.
Option A is frustrating, right? Sure, he’s sharing what’s likely an unpaid review of the bike and its functions. But it’s just painful to listen to - and you might not even make it through the full video. Suddenly you’re questioning… “Is that lower price tag even worth it if this is all I can find?”
Option B not only has that cleaner look, it likely has a better online presence. You’re able to easily find more videos from the company and even from people reviewing the bike. You can probably even find their YouTube, Instagram, and TikTok handles in a matter of seconds.
With more information points, you’re more likely to feel comfortable around the brand representing Option B - and therefore more likely to invest a few extra bucks into what you’re already deeming a more ‘trustworthy’ brand.
It’s all about how you look online. If you’re not displaying a wide array of well-curated, professional-looking work, you’re not quite as likely to draw in the clientele you’re aiming to attract.
People will fight me on this as well, shouting about how TikTok and vlogs can have an impact because of their raw, genuine, real-people perspectives. Don’t get me wrong, I’m not going to discredit the impact that first-person videos like this can have.
I’m simply making a point that they can be done better, and in a way that makes the consumer comfortable with you as a business, a brand, and as a person.
Find your thing - and let us help you create the content and build out a plan to hit the ground running, rather than trying to put your shoes on after the race already started.