One of the greatest content creators of all time once said: “Perfect is the enemy of good.”
Make no bones about it, quality is important! But when quality hinders production in a world that moves so fast, perfection can quickly become an enemy. You have to be posting a minimum of 3 times a week to even make noise in this world. So… WHY would you hold a post that isn’t “perfect”?
We know why. You’ve been conditioned since you started your business that every minor thing you do will change the course of your brand and will throw you into an unrecoverable tail spin.
False. This just isn’t true.
OMG… Did a marketer just say BRAND isn’t important ?
No, I’m not saying that at all. What I’m saying is… GET THE DAMN CONTENT OUT. Could that post be worded slightly better? Probably. Could we have included a better angle of the Mercedes A250 to grab attention? Sure. Could we have re-rendered the logo to stand out more in the 30 second video? 100%. But we only have so much time and tomorrow another post, video, article, or photo is due to go out.
There are (3) rules to producing content on a “high volume” level that can keep you safe when your aiming for GOOD > PERFECT.
Be you. Whatever you do stay authentic and stay your self in all of your messaging… No matter what. The second that you decide to stray your customer base will notice, and when you lose your authenticity, you lose your brand.
Think about the type of marketing that is popular right now. Or even better, think about the platforms that are popular. We are seeing the death of “main stream”. We love transparency and human produced content. TikTok, Instagram, and Youtube allow you to show what your business is truly about. Open the castle gates and let your constituents in for tea.
On social media you need to be using the same tone for all your advertising and daily posting. It’s simple. That voice you hear in your head when creating content for your company… Stay loyal to it.
Remember, when Kobe Bryant had his famous 81 point game, he was 28 for 46 from the field and shot 50% from the three-point line. He wasn’t perfect, but he was damn pretty effective.
– Justin Rankin (CMO Hard Media Group)
Some people say that the jab is the most important punch in boxing. Hard to disagree with this as some of the greatest boxers we’ve ever seen, all had great jabs which they heavily utilized. The jab is a very quick punch that keeps opponents at bay and off balance. The jab doesn’t really end fights or knock people out, but it sets up everything that does. An absolutely amazing punch to have in your repertoire. But how does this tie into brand awareness and why is this so important to your business? In our experience at Hard Media, great brand awareness is similar to the jab. When you have consistent, quick touches at the top of the funnel like email campaigns and social media posts, this allows you to set up the bigger plays like converting new customers.
Quality Jab AKA Quality Content
But just like boxing, you can’t just throw anything out there. The jab has to be well timed and stiff. You throw out a wet noodle and you might get your block knocked off. In the business world, similar consequences exist. You put out weak content, no one is going to pay attention to it. Those that do may get the impression that you’re running a sub-par company. You have to make your content exciting enough that it will first, draw attention. Once you have their attention, your content should cleverly explain how you can solve their problems.
From Awareness to Conversion – “Jab to Knock-Out Punch”
Once the content/jab is figured out, you have to take it past the brand awareness stage. This is where the boxer will start to mix in the knock out punches. The hook, the upper cut, the straight right hand… all of these become much easier to land because of the good work through out the fight utilizing the jab. Similar to the marketing world, the brand awareness grabbed the attention of the target and massaged the relationship. We now have to take it to the next step to convert them over giving the knock out blow. This can happen several different ways.
Brand awareness creates the foundation for new sales. It doesn’t always close the sale, but when done correctly, it positions the company to have that sales opportunity. We see a lot of companies neglect this. No outbound program in place what so ever, living and maintaining off of the brand equity they’ve created over the years. This keeps the lights on and payroll met, but does very little for growth. Just like a boxing match, running a business is a fight. Neglect brand awareness aka the “jab” and you’ll soon be knocked out. ESPECIALLY, in today’s business climate.
– Derrick Humphrey (CEO Hard Media Group)
We all must admit that at one point, we all felt Facebook ads were something that we could just simply turn on and just like magic – leads start spitting out. We now know that this entirely not the case and that most of us that dabble in Facebook ads have been terribly disappointed. This isn’t something that should discourage us because Facebook ads do actually work. We just have to learn the rules of this game.
Before we jump into some fundamental things that can make Facebooks ads work for you or your business, we must first understand that Facebook is not designed for businesses to sell their products or services. A bit of an oxymoron because Facebook has an ad feature, but Facebook was designed strictly for the consumer to enjoy content. A puppy and baby sleeping peacefully. Grandma’s 90th birthday. This is what gets the most engagement and this is what the consumer is looking for most of the time as well. So now that you understand what you’re up against, let’s talk about how to get your ads noticed and start seeing real conversions.
– Derrick Humphrey (CEO Hard Media Group)