Episode 174 - Building Community and Leveraging Anchor Videos for eCommerce with Tom Worcester

Tom Worcester is a tremendous success story.  Grit, determination, and the ability to pivot he has in spades.  He started his eCommerce business lunchboxpacks.com in 2018 to cater to the festival and event-going crowd.  He hustled and used in-person marketing at events to help his theft-proof hydration backpacks (think a camelback, but with security features).  The products took off.  Then the pandemic hit.  No festivals. No in-person events.  But Tom knew his customers still craved community.  So he continued to build community and he helped build another business - Create with Carousel that helps eComm brands build great video content.   Here’s what we dive into: How to build community online for an ecomm brand in record time with a unifying topic  How to positively create echo chambers for your brand What hooks you need to use to build community Creating incentives to grow your community 3 layers of a product to consider when you craft a video ad…most people only think about the first two layers How assuming you’re wrong can help you get it right with video ads When and how to best use CTAs in your video ads