How I started my digital marketing company

Originally published on liamherring.com

One thing I loved about school was the constant stream of creative tasks. There was always an interesting assignment, whether it was a research paper or a studio project. Outside of school, however, I had to work hard to create those opportunities for myself.

I began working in the film industry soon after leaving school, starting with background acting and PA work. Eventually, I joined IATSE as a carpenter and first aid attendant. During this time, I continued taking photos and producing my own short films. All these projects found their way into the ether of social media, without any real end goal.

In 2017, while between projects, I walked into a local café and asked if they needed a video produced. This moment marked the true beginning of my journey. I created a short commercial for them, delivered it, and got paid. My mind was blown. In theory, this was the dream: making videos and getting paid for it. But how could I sustain it?

I reached out to law offices, dentists, real estate agents—you name it—but with limited success. There were a few lucky breaks, but nothing substantial.

By 2018, I had returned to university and wrapped up my coursework for the summer. I spent that time bartending at a yacht club and working for a landscape construction company, trying to save up for a camper so I could move to Tofino. I found the perfect rig, but it needed some work, and I hadn't saved quite enough to spend my earnings and take off into the unknown.

So, I pitched my video skills to the construction company I worked for. They loved the idea, and I created my first construction-based video and photo package. That video was a turning point—it tipped the scales and set me on this path.

When I returned from Tofino, I received a call from the construction client to shoot some properties for them. I took the photos and thought that was it. The next day, however, I got a call from an unknown number: one of the subcontractors I’d met on-site wanted a video as well.

Suddenly, I had momentum.

The momentum didn’t last long. Winter came, and things went quiet, but when spring returned, so did the work. At that time, I was terrible at self-promotion. I hesitated to fully commit because it wasn't the kind of edgy, creative work I had envisioned for myself. Looking back, I wish I had seized the opportunity without a second thought. But such is life.

Things really picked up after I graduated. I was building up a new client base when COVID-19 hit, halting everything. I saw it coming and scrambled to wrap up my projects before lockdowns began. Fortunately, the slowdown didn’t last long. My clients, spending more time at home, suddenly had more budget for projects.

I kept working in film as a camera operator and in construction, all while maintaining my freelance photo and video practice. But by the summer of 2021, I began to feel career insecurity. Videography was becoming increasingly accessible, and it didn't seem to matter that I had a university degree and apprenticed under an accomplished director of photography—anyone could make a video.

I started putting less effort into my freelance practice, focusing instead on film and considering a complete career change. When the film industry strikes hit, everything fell apart. I was back on the tools and working as a server at a downtown restaurant.

During this time, my partner was working for a large tech company with great pay, benefits, and job security. I knew this wasn’t always the reality of tech, but to me, it seemed ideal. Meanwhile, I was at a breaking point, uncertain about what to do.

So, I did what any good salesperson would: I put together a cold-call list. If work wasn’t going to find me, I was going to find it. It was slow at first, but then it happened—I had two promising clients on the hook. One fell through, but the other, Landscape Mart, stayed. They wanted a new website, along with photo and video assets.

Given the democratization of videography, I knew I had to diversify. I reached out to a friend of my partner's who had gone to school with her and pitched him on collaborating. He agreed, and we took on the client's project together. This marked the birth of Field Media Solutions.

Though we’re still in the early days, Field has made significant professional strides this year. The Landscape Mart project has become a keystone for future endeavors. I’ll share the case study for this project in a later post.

For now, there’s hope again, and a sense that there’s still room for innovation in this industry. Now that I’m on this path and Field has taken on a life of its own, I realize that the answer was there all along.

I often poke fun at the motivational literature and podcasts out there, but they do get one thing right: action is everything.

Thank you for reading.

Written by: Liam Herring

Introducing Field Notes

Welcome to the inaugural edition of Field Notes! In this series, we delve into the forefront of marketing, unraveling current best practices and exploring the dynamic intersection of marketing and culture. Join us on this journey as we dissect the ever-evolving landscape of our industry and illuminate the threads that weave together marketing excellence and cultural resonance.

In the intricate dance of marketing, art and culture take center stage. We believe that embracing the nuances of artistic expression and cultural diversity enhances the authenticity and impact of every campaign. It's crucial to navigate this intersection thoughtfully, ensuring a harmonious blend that resonates with diverse audiences. However, while it's vital to embrace trends, straying too far from one's individual marketing ethos can pose risks. Field Notes aims to strike the right balance, advocating for a mindful integration of art and culture within marketing strategies, creating not just campaigns but meaningful connections.

Thank you, and we are excited to be in the field with you!

The Value of Meaningful Content

In an era where the digital landscape is flooded with an overwhelming quantity of content, the importance of creating meaningful and high-quality digital content cannot be overstated. While the prevailing trend may seem to favor quantity over quality, businesses and content creators are finding that prioritizing substance and relevance in their digital endeavors yields more significant and sustainable results.

In the race to capture audience attention, many have fallen into the trap of churning out content at a rapid pace, believing that the sheer volume will translate to increased visibility. However, the digital space has become saturated, making it increasingly challenging for generic or low-quality content to stand out amidst the noise. This shift in dynamics emphasizes the need for a strategic shift towards quality content that resonates with audiences on a deeper level.

One of the key benefits of focusing on quality over quantity is the establishment of a strong and authentic brand identity. Meaningful content speaks to the core values of a brand, creating a connection with the audience that goes beyond surface-level engagement. When content is carefully crafted to align with the brand's mission and resonate with the target demographic, it fosters brand loyalty and trust, laying the foundation for long-term relationships.

Moreover, quality content tends to generate higher levels of engagement and interaction. In an age where algorithms prioritize user engagement, meaningful content that elicits likes, comments, and shares is more likely to reach a wider audience. By producing content that adds value, educates, or entertains, businesses can cultivate a community of engaged followers who are more likely to become advocates for the brand.

Search engines, too, have evolved to favor quality content over quantity. Algorithms are designed to prioritize content that provides valuable and relevant information, resulting in higher search engine rankings. This means that businesses focusing on delivering quality content not only enhance their online visibility but also improve their chances of attracting organic traffic.

In contrast, a deluge of low-quality content can lead to audience fatigue, causing individuals to disengage or even unfollow a brand. This poses a significant risk to the overall effectiveness of a digital marketing strategy. The time and resources spent on creating a large volume of content may not yield the desired results if the content lacks substance and fails to resonate with the audience.

In conclusion, the era of quantity over quality in digital content creation has prompted a necessary shift towards prioritizing meaningful and high-quality content. By focusing on substance, businesses can build a strong brand identity, foster audience engagement, and improve their visibility in search engine rankings. In a digital landscape dominated by noise, the real winners are those who choose to stand out with content that truly matters.

Authenticity 2024

As we step into 2024, the marketing landscape is poised for notable changes that highlight a shift towards authenticity and purpose-driven communication. Companies are recognizing the paramount importance of aligning their image with core values and interests, making authenticity a key component of successful marketing strategies.

In the coming year, consumers are expected to gravitate towards brands that not only deliver quality products or services but also reflect a genuine commitment to social and environmental causes. The emphasis on corporate social responsibility (CSR) will influence how companies present themselves in the market, urging them to weave their values into their brand narrative.

Transparency will be a linchpin for building trust. Consumers, now more than ever, seek authenticity in their interactions with brands. From supply chain practices to ethical sourcing, companies will be under scrutiny to ensure their operations mirror their proclaimed values. This shift necessitates a recalibration of marketing strategies, where storytelling becomes a powerful tool to communicate a brand's journey, values, and impact.

In essence, the marketing landscape of 2024 will prioritize substance over superficiality. Companies embracing this evolution and authentically integrating their core values into their image will not only resonate with conscious consumers but also stand out in a marketplace increasingly driven by purpose and authenticity.