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first_imgOf all the many Irish traditional music schools that have sprung up the world over, one stands out for the sheer uniqueness of its atmosphere and the magic it weaves.Away at the very top of the country, right at the close of the year, in an area blessed with wild beauty, lived tradition and fire-side hospitality, Scoil Gheimhridh Ghaoth Dobhair is a world apart.In its first year under its new organisers, Comharchumann Forbartha Ghaoth Dobhair, the School will continue the original vision of the Frankie Kennedy Winter School: to pass on, through sharing knowledge and nurturing talent, the joys of Irish traditional music, with special place given to the music and songs of the Donegal Gaeltacht. So successful has this aim been down the years, the old Vocational School, An Chrannóg, as it is known, has been redeveloped and now facilitates over 200 children for year-round music lessons and other cultural activities.Staying true to that success, morning workshops remain at the heart of the Scoil Gheimhridh Ghaoth Dobhair, and this year there are even more instruments on offer, as well as sean-nós dance and Irish language classes.In partnership with Na Píobairí Uilleann, they will be fostering the great tradition of piping in the area represented by An Píobaire Mór himself, Tarlach Mac Suibhne, who is buried in Gaoth Dobhair.There will be three levels of piping classes, with Conor Day offering to let people “Try it out”, Síle Friel helping those at an intermediate stage in their playing, and Gay McKeon guiding the advanced players. The tutors for this year – chosen not just for the calibre of their playing and teaching, which is central to the success of the School, but also for their individual connections with the area and/or its music – are as follows:Fiddle: Ciarán Ó Maonaigh, Bríd Harper and Clare FrielFlute: Tara Diamond and Harry BradleyTin whistle: Anna Friel and Maureen McGrattanAccordion: Danny O’Mahony Concertina: Míchéal Ó RaghallaighSinging: Máire Ní ChoilmDancing: Edwina GuckianGuitar: Séamie O’Dowd Bodhrán: Séamus O’KaneStudent musicians, friends, family and visitors to the area will be able to enjoy intimate afternoon recitals and concerts each evening with an A-list line up including Fiddler’s Bid, Liz Carroll, Séamus Begley, Catríona McKay, Chris Stout & Séamus Egan (Solas), Boys of the Lough, Mícheál Ó Raghallaigh & Danny O’Mahony, Bríd Harper & Friends, and many more.As well as the usual pub sessions, there will also be craft workshops, guided walking tours and a special full screening of the famous Johnny Doherty interview done by Pete Seeger.Comharchumann Forbartha Manager, Cathal Ó Gallachóir told Donegal Daily, “Scoil Geimhridh Ghaoth Dobhair will continue the long-standing emphasis on music learning, and embed it in what we hope will be an even deeper experience of the local community, traditions and language of this beautiful Gaeltacht area.“There’ll be plenty of craic throughout, of course.”All events will take place in the parish of Gaoth Dobhair, which is situated on the north-west coast of Donegal.Ó Gallachóir added that the new venues, such as Pobalscoil Ghaoth Dobhair in Derrybeg, “reflect that wider community input” that makes the School so special.Others include: Dún Lúiche’s, Ionad Cois Locha; Club CLG, Gaoth Dobhair; An Gailearaí, Páirc Ghnó Ghaoth Dobhair; Teach Hiúdaí Beag in An Bun Beag; and Óstán an Chúirt.Scoil Gheimhridh Ghaoth Dobhair receives annual funding from An Comhairle Ealaíona.SCOIL GHEIMHRIDH GAOTH DOBHAIR PRESENT TRADITIONAL IRISH MUSIC WORKSHOPS OVER CHRISTMAS was last modified: December 4th, 2014 by Mark ForkerShare this:Click to share on Facebook (Opens in new window)Click to share on Twitter (Opens in new window)Click to share on LinkedIn (Opens in new window)Click to share on Reddit (Opens in new window)Click to share on Pocket (Opens in new window)Click to share on Telegram (Opens in new window)Click to share on WhatsApp (Opens in new window)Click to share on Skype (Opens in new window)Click to print (Opens in new window)Tags:CHristmasFeaturesIrish Traditional MusicnewsWorkshopslast_img read more

Augmented Reality: A Human Interface for Ambient Intelligence

first_imgA Web Developer’s New Best Friend is the AI Wai… Augmented reality (or AR) is fast becoming as ubiquitous a term as “Web 2.0.” The field is getting noisier by the day, and AR as a field of research now has to co-exist with its status as an industry buzzword. Knowing the difference between the two is important. To do that, we have to examine the field and then revisit the buzzword you may have heard 10 years ago.What Is Augmented Reality?Augmented reality is a human interface for information that uses spherical coordinate systems to display information relative to the position of the viewer. Its most common application today is the overlay of information on the viewfinder of digital cameras. This is already a feature in many mid-point to high-end digital cameras that overlay the position of faces on the screen.There are currently two distinct methods of augmented reality: marker-based and gravimetric.Gravimetric Augmented RealityGravimetric AR uses data from a gravimeter to calculate the precise positioning and angle of a display device to determine the center, orientation, and range of a spherical coordinate system.The first platform that was capable of delivering gravimetric AR applications on mobile phones was the Open Handset Alliance’s Android operating system running on the HTC Dream (better known as the TMobile G1).One of those applications is Mobilizy’s Wikitude, which overlay’s Wikipedia data over the mobile phone’s camera view. Point the phone’s camera lens at the Golden Gate Bridge, for example, and see information overlaid on it. Move the phone around to find things on the bridge that you may not have noticed before.Marker-Based Augmented RealityMarker-based AR uses a camera and a visual marker known as a fiducial to determine the center, orientation, and range of its spherical coordinate system.Hosted by the University of Washington, ARToolkit is the first fully-featured toolkit for marker-based AR. It is freely available under the GPL open-source license for personal use. ARToolworks Inc. is the commercial licensor of the platform.The most popular marker-based AR applications use the FLARToolKit, a descendant of ARToolkit, which uses Flash to overlay information on video from a computer’s webcam when a fiducial marker is visible.Among the most recent implementations of this method is GE’s Smart Grid information website, where readers can print out a fiducial marker and hold it within range of their webcam. The screen then displays an interactive 3-D model.The iPhone’s WorldAt the iPhone’s launch in 2007, John Doerr, Partner at Kleiner Perkins, joined Steve Jobs on stage. Speaking of this technology’s potential, he said, “Think about it: in your pocket you have something that is broadband and connected all the time. It’s personal; it knows who you are and where you are. That’s a big deal, a really big deal. It’s bigger than the personal computer.”Over the past two years, we have seen the iPhone seed an entirely new field of mobile-connected experiences, with many mobile applications and competing platforms.Because AR uses a spherical coordinate system to display data, it needs to know not just the orientation of the device but the direction in which the camera is pointing. To do this, it needs an accelerometer capable of gravimetry — or, simply put, it needs a compass.The iPhone 3GS is the only iPhone that can run gravimetric AR applications. ARKit, an open-source toolkit for creating AR applications on the iPhone 3GS, was just created and released at iPhoneDevCamp last weekend. Apple alerted its developers last week that AR applications will not be available in its App Store until September. The Palm Pre does not have a compass, and the BlackBerry Storm has no AR apps. So, for now, Android phones are the only mobile gravimetric AR devices in the wild.Augmented Reality and Ambient IntelligenceAmbient intelligence is a human interface metaphor. It implies that the connected devices around us are all connected to some form of intelligence. We see this when we drive through an automated toll system like FasTrak on the Golden Gate Bridge. Using the RFID tag issued by the bridge authority, the bridge knows who we are and what to do. We don’t have to actively submit intelligence of our own: the ambient intelligence takes care of the job.Globally positioned data is so voluminous that not all of it can be displayed. That fact combined with the bandwidth limitations of mobile carriers creates quite a challenge for the industry: deliver the data that is relevant to the user and location, and before the user gets there.The holy grail of the mobile AR industry is to find a way to deliver the right information to a user before the user needs it, and without the user having to search for it. This holy grail is likely in a ditch somewhere beside a well-traveled road in the district of the semantic Web, ambient intelligence and the Internet of things. Be wary of any hyped-up invitation to invest in a company that claims to have gotten the opportunity right. What we’ve seen in the commercial industry to date is a rather complex version of a keyboard, mouse, and monitor.Guest author: Sid Gabriel Hubbard is a blogger, Internet entrepreneur and three-time CTO. He leads the Android Maker’s group in San Francisco and the Bay Area Augmented Reality Meetup Group and is a contributing member of the iPhone ARKit open-source project. Tags:#Trends#web Related Posts Why Tech Companies Need Simpler Terms of Servic…center_img Top Reasons to Go With Managed WordPress Hosting guest author 1 8 Best WordPress Hosting Solutions on the Marketlast_img read more

Match moments in India vs Australia World Cup quarter-final tie

first_imgWithout doubt it was Yuvraj Singh’s impressive batting performance that turned the match around for India after they had lost skipper Mahendra Singh on 187/5 during their World Cup quarter-final match against Australia on Thursday.Yuvraj (57 not out) along with Suresh Raina (34 not out) put an unbeaten 74 runs for the sixth wicket to help India win.Earlier while bowling, he returned with figures of 10-0-44-2 to once again stamp his class in the match with a Man-of-the-Match award.This was his fourth MoM award in the World Cup.last_img read more

5 Reasons Businesses Must Revolutionize Sales and Marketing

first_img The entire evolution of marketing shift toward inbound marketing Fact: marketers are shifting their budgets away from “interruption” advertising. 1. Netflix and TiVo Have Replaced TV Physical mail is becoming outdated with time. Who wants to mail in an order, wait a few days for it to arrive, then a few more days to process, then a couple more days on top of that to receive what was ordered? If I want to purchase a dress, I’m going to go to the store now. Or, if there is no brick-and-mortar location, ordering online is still more time-efficient than catalogue ordering. People usually throw away physical mail, anyway. Topics: Telemarketing calls were a good idea when people had landline phones. But cell phones have taken over. Those who do have landlines most likely have caller ID, allowing them to ignore calls from unrecognized numbers. If a telemarketing call is made to a cell phone, the number won’t be listed in the recipient’s contacts list, and the call will likely be ignored. Furthermore, in the digital age, a lot of people simply don’t like talking on the phone. To make matters even more difficult for telemarketers, we also have “Do Not Call” lists. 2. Blogs and E-readers Push Print Media Aside Print ads in newspapers aren’t very effective anymore, as bustling commutes and lifestyles direct readers to blogs and the online versions of publications for news. Being online, keywords can be entered into search fields to sort specific stories and articles. Someone who only wants to read the international news will not stumble upon an ad in the local news section for the new shop downtown. webinar to uncover sales and marketing secrets of connecting with customers in the social marketplace. All those methods were great — when they were actually effective. But with the digital age and explosion of social media, people seek quick convenience. Marketers want to pitch offers and receive responses instantly. Consumers want to find and receive things right away. That said… Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Are you adapting to the social revolution? 5. Facebook and Twitter Inboxes Are the New Email Remember when your go-to marketing strategy was outbound? TV and newspaper ads, telemarketing calls, and direct and internet mailing lists were all essential tools for business. It was brilliant to advertise new toys during episodes of kids’ shows, showcase a restaurant in the local paper, be persuasive over the phone, and sell clothing through catalogues. TV advertisements no longer work because nobody has time to watch TV. Instead, people record only the shows they want to watch and view them later on TiVo, skipping the disruptive commercials. . Marketing and Sales Alignment To learn more about how you and your business can adapt, join George Hu, vice president of marketing at Salesforce.com, and Brian Halligan, HubSpot’s CEO and co-founder, in a 4. Consumers Want Things NOW 3. Landlines Are Out of Use Originally published Aug 1, 2011 5:30:00 PM, updated October 20 2016 Today, marketers must learn how to transform and adapt their marketing to gain competitive advantage in their industry. Here five specific reasons why new social technologies have made it so imperative for businesses to take advantage of this leaves us with inbound marketing. We’re always online, and we mindlessly click Facebook ads and pay more attention to Facebook inbox messages and Twitter Direct Messages than even our own email accounts.last_img read more

3 Steps to Improve Lead Nurturing With Content Mapping

first_img Lead Nurturing Originally published Oct 11, 2011 8:00:00 PM, updated July 28 2017 Topics: This is a guest post written by Pam Sahota. Pam is a marketing communications/social media manager and freelance blogger who loves Boston, photography, charity events, sushi, wine, and the Red Sox.Marketing and sales teams must work hand-in-hand in order to provide a company with the leads and profits it needs to grow and succeed. But let’s back-track a bit. Exactly how does a marketing team help a sales team with those leads once they’re generated? It should all start with a content map for lead nurturing, which can help a marketing team nurture existing leads into more qualified leads for their sales team. As a result, these more qualified leads will be more likely convert into customers at the end of the sales cycle.Plan your content for every persona and stage of the buying cycle. [Free Content Mapping Template]What Is Content Mapping?Content mapping is the process for lead nurturing by which a marketing team prepares and organizes relevant and valuable content. Once organized, this content can be distributed to prospects depending on the type of lead and their point in the sales cycle.Here are three ways to strategize a very helpful content map:1. Identify Marketing PersonasFirst, you need to identify the different personas of the target audience you are selling to. Each of these personas will likely have a different variety of needs and wants when they’re considering your particular product/service. Once this identification had been made, you’ll be able to identify, create, and provide the valuable content different segments of your target audience wants and needs.Depending on your company, you may have 3 personas or you may have 50. It all depends on your products/services and all the different types of people who become customers of what you offer. Are you a marketing agency selling a service to help people with their social media marketing needs? What types of people would want this assistance? You can determine these personas by examining roles, titles, demographics, goals, pain points, and more. Just make sure you define these personas in a way that allows you to easily group and segment them using similar motives and that you can clearly define their stage in the buying process.2. Identify Stages of Lead Nurturing ProcessSo you have your leads’ personas. But in what stages of the lead nurturing process do you place these leads, and when? You need to know where they are in the buying cycle so you provide them with the correct, relevant content they want and/or need.Place the lead personas you developed in #1 into the buying process stages as they appear to fit. Use the following stages to identify how far along in the sales cycle your leads are.Awareness: The stage during which leads are determining if they have a need for your product/service.Information Search: The stage during which leads want more information on why your product is so valuable.Evaluation: The stage during which leads are researching possible alternatives and deciding which one is the best fit for them.Purchase: The stage during which leads have a desire for reassurance on quality.Post-Purchase: The lead may already be a customer, but it’s not over yet. For many businesses, the chance to upsell is always there.3. Distribute Relevant ContentThe first two steps can help you determine which types of content are relevant and valuable to distribute during the lead nurturing process. By identifying marketing personas and their respective stages in the buying cycle, you can better organize the types of content that appeal to these particular leads and the questions they will have during the various stages of the cycle. In addition, you will be able to “map” out where and when to distribute this content, and for what purposes.So what types of content are we talking about? You can determine which type of content is appropriate based on the lead’s stage in the buying cycle. Content can vary and jump from “box” to “box” on the content map, depending on persona, stage, and what a person clicks on. For example, if a lead appears to be in the awareness stage but clicks on free trial offer, then perhaps they are closer to a purchase than you thought, and you might consider sending them content that appeals to someone in the evaluation stage.Examples of content types that are applicable to various stages in the sales cycle include (please note that this varies depending upon your business, personas, etc.):Awareness: educational information on the company or industry-related information such as best practicesInformation Search: promotional information about special offers (such as a free trial)Evaluation: specifics on why the company is so great, such as awards and recognitions receivedPurchase: partner and customer testimonials that show how great your product/service has been for yearsPost-Purchase: how a company can benefit from even more, such as upgrades or complementary product offeringsIf you haven’t already realized, content mapping is an important part of the lead nurturing process. According to Forrester Research, “companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost per lead.” Content mapping is great way to carve out your path to nurturing those sales-ready leads. Map away! Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

Dissecting the Anatomy of a Five-Star Email

first_imgEditor’s Note: The free email templates originally featured in this post in 2013 were part of a limited-time offer that is no longer available. However, our free guide to optimizing marketing emails is still available to download here. If you’re like most marketers, email marketing is one of the most powerful channels at your disposal. Email reaches out to an already engaged audience — people who have already said yes to your marketing by opting in to your list (right?). It’s also an incredibly cost-effective channel. In fact, Magill research estimated that marketers earned $39 for every $1 they spent on email marketing in 2012. Now that’s a pretty good stat to include in your next presentation about the value of email marketing if I’ve ever heard one.But how do you take your email to the next level — from a white bread campaign to a five-star email experience? Well, I’m going to let you in on a little secret: You don’t have to start from scratch every time you want to craft a new email. Pre-designed templates are a great way to streamline your email development. After all, you know what they say about reinventing the wheel. That’s why we decided to help you out by using what we know about email marketing best practices and creating five pre-optimized email templates, free to download for a limited time. These templates, which you even can test out using HubSpot’s free software trial, give you everything you need to customize your own email messaging. So rather than fidgeting with column widths or image sizing, all you need to do is insert your email content and … presto! An optimized email in minutes. And to top it off, we’ve also created a helpful guide to go along with it — The Anatomy of a Five-Star Email — which walks you through the 12 components of an effective marketing email. You can download them both here for free.And in this post, we’ll walk you through each of these downloadable email templates, highlight which aspects of their designs address specific email optimization best practices, and talk about the types of email marketing campaigns they can used for. Let’s get started! Template 1: Best for Promoting a Single OfferThis email template takes to heart Da Vinci’s principle that “simplicity is the ultimate sophistication.” In fact, this template is pretty close to the style we use in many of our own HubSpot emails. We’ve learned — and optimization proponents agree — that uncluttering your email messages usually produces the best results. Each email should have a specific goal, and that goal should be immediately evident to the reader. This specific template, for example, is best for promoting a single offer or conversion event.In addition to its clean design, this email template epitomizes several noteworthy email optimization best practices:1) Consistent Company BrandingWhile your emails don’t need to be identical to your company website, giving all your marketing collateral a consistent look and feel helps improve prospects’ overall experience with your brand. In this case, the template echoes the look and feel of the Neambo company website. Because you want the people opening your email to recognize who you are, using complementary brand cues can help your emails stand out from the crowd. In fact, all five of our free templates offer a choice of 33 different colors to enable you to customize elements of your email like its background, headline, and accent colors to mirror your company brand.2) Clear Value PropositionTo generate clicks instead of confusion, your email should immediately address two important value propositions: 1) who your company is and why you matter, and 2) what your offer is and why it’s valuable to your audience. This template does a good job showcasing both of these.First, the company’s value proposition is clearly displayed in the top right corner of this email template — in a marquee, “top of the fold” position. According to Neilson, only 20% of people read below the fold, so putting your competitive advantage front and center is vital to improving email conversions.Beyond a company value prop, you should also address the value of the offer, product, or service you’re promoting in the email in brief, clear, and compelling language. In this template, you’ll notice the bold headline to draw in readers’ attentions, and the copy below it should be used as supporting text that further emphasizes the offer’s value.3) Dominant Call-to-Action (CTA)As we mentioned above, this email template is best for promoting a single offer or conversion event. To achieve it, the recipient must click on the green call-to-action, which is large and visually prominent.An optimized CTA is crucial for bolstering the performance of your email marketing. Even for such a small amount of real estate, 41% of marketers report that optimizing their CTAs is extremely valuable, according to MarketingSherpa. And using this template, you can easily swap the placeholders with your own images and CTAs.4) Relevant ImageAccording to research by 3M Corporation, our brains process visuals 60,000X faster than text. With that in mind, incorporating compelling images in your emails are another great way to capture readers’ attention quickly, engage your audience, and differentiate your emails. At HubSpot, we’ve learned that matching our emails with relevant images significantly boosts our conversion rates. We’ve also noticed that for emails promoting a single offer, showing recipients an image of what they’ll get when they convert (e.g. the cover of an ebook, a screenshot of tools in our software, etc.) also improves email conversion rates. (Same goes for landing pages, too!)5) Social Sharing ButtonsEmail marketing sounds great for generating reconversions from your existing contacts, but how does it impact new lead generation? For instance, at HubSpot, email marketing is one of our top organic lead drivers, even though we’re only emailing people who have already converted into leads. So how does this all add up? It’s all about the shares, people! Adding social sharing buttons will help you magnify the reach of your email messages and reach a whole new set of potential leads with very little effort on your part. You spend so much time developing valuable content, so why not make it easy for your audience to share it with their own networks?6) Visible Unsubscribe Link (And Other Key CAN-SPAM Requirements)You’ll also notice that this email template (as well as all the others in this set) includes a visible unsubscribe link and the physical address for the company’s headquarters, both of which are requirements of the CAN-SPAM Act and ensure your emails are compliant. Neglecting these additions can significantly damage your email sender reputation — and also get you in some trouble with Johnny Law.7) Mobile OptimizedWhile it’s hard to tell from the image of this template, it’s important to note that this template and the four others are all mobile optimized. As tablets and smartphones continue to grow in popularity, keep in mind that more and more people are bypassing their laptop and desktop computers and reading your emails on their mobile devices. In fact, according to research from Litmus, email open rates on smartphones and tablets increased 80% from the beginning to mid-2012 — in just six months! A five-star email message, first and foremost, needs to be readable on every device, so check to make sure your email provider optimizes for mobile (Hint: HubSpot’s email software does … wink wink). When Does This Template Come in Handy?This first template is very multi-purpose. You can use it for just about any email with a single offer or conversion goal — which will probably be the majority of your email marketing. In the example above, you’ll notice the image is product-focused. But if you were to replace this product image with, say, an ebook or whitepaper cover, you’ll probably recognize this as something similar to what HubSpot sends to promote our thought leadership content.This template is less funnel stage-specific. For example, content in emails you might send to promote a single conversion event could range anywhere from an introductory, thought leadership-style content offer such as an ebook, to a middle-of-the-funnel offer like a product webinar, to a bottom-of-the funnel offer like a free trial, to a product upsell/thank you message.Because this template is the most multi-purpose of the group, we had our designers craft three very similar template styles. Which leads us to …Templates 2-3: Variations for Promoting a Single OfferTemplate Two is very similar to Template 1, but it gives you the alignment option of the image/CTA on the left, and the text on the right. Try both options to see which generates the best conversion rate with your audiences. You might even consider A/B testing it! Template Three increases the featured offers per email to two. This template arms you with the opportunity to provide an additional CTA enabling you to test whether your emails convert better with multiple offers. You never know — perhaps your audience prefers the option of two offers to choose from. In addition to promoting specific offers or conversion events, this two-tiled email is great for thank-you/confirmation emails or cross-sell nurturing campaigns in which displaying additional offers is beneficial rather than distracting. For example, if someone just bought red boots from you, they might also be interested in seeing the complementary red backpack or red belt you also offer.  Template 4: Best for Ecommerce Emails or Email RoundupsOn the opposite end of the spectrum, Template 4 incorporates a variety of visual elements. This email template is, obviously, designed for email messages that contain more than one possible conversion path or conversion goal.If you have more than one type of offer, experiment with this template to see if its tiled approach generates any additional conversions. For example, if you’re an ecommerce company and your conversion goal is a sale, then any variety of sales from a single email might meet your goals, and giving recipients more choices may actually make sense.Regardless of why this template appeals to you, it’s important to remember that every additional layer of design and content you add to an email increases the likelihood your readers will get overwhelmed. So if you’re trying to get your readers to embark on a very specific conversion path, this template probably isn’t for you.In addition to the email optimization tactics we already highlighted in the first template, here’s how some additional email best practices play out in this template:1) Primary and Secondary Calls-to-ActionCheck out the hierarchical structure of this particular email template. You’ll notice the pyramid approach to featuring both content and CTAs. Even in a rich email like this, you should always clearly highlight a primary call-to-action; in other words, your email’s main goal, which is usually your top-selling product, top-converting offer, or the most desired action you want recipients to take. In this template, the primary CTA is featured above the fold of the email in its own column, with double (and quadruple) the real estate of the secondary offers and CTAs. From there, the template uses design cues to present the secondary and third-tier offers, with subsequently less real estate as the reader moves down. These visual cues tell the reader which parts of your email message you’re emphasizing as most — and least — important. Furthermore, the space at the bottom of the email can be used to emphasize the primary CTA.2) Real Sender NameThis email template also does a good job of improving the personalization of your emails with its placeholder for the email author’s personal signature and headshot. At HubSpot, we’ve found that emails sent from an actual person generate better open and clickthrough rates than emails sent from just the company name. This template makes it easy to upload your headshot and send out more personalized emails with the click of a button.When Does This Template Come in Handy?The most obvious use case for this email template is for ecommerce marketers with multiple products, such as a catalogue store or a photographer’s site. However, this is certainly not the only scenario in which a marketer might want to use this template. For example, a B2B company could use this template to send a year-end roundup of its top thought leadership content like blog articles or ebooks — or to announce widespread pricing changes across multiple products.Template 5: The Best of Both WorldsThis email template is a great blend of a single offer email and a more multi-purpose grid layout, and it plays to the strengths of both — clearly highlighting a primary CTA while offering additional content or offers.When Does This Template Come in Handy?This template would make a terrific email newsletter, with one monthly featured article and a few pieces of supporting evergreen content. You could also use this as a thank-you email, with the primary CTA thanking the user for filling out the form and providing the download or purchase confirmation, and the remainder of the email used to promote related content or products.Editor’s Note: The free email templates originally promoted in this post in 2013 were part of a limited-time offer that is no longer available. However, our free guide to optimizing marketing emails is still available to download here.  Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlackcenter_img Email Templates Originally published Mar 15, 2013 9:00:00 AM, updated February 01 2017last_img read more

The Sophisticated Marketer’s Guide to Generating More Leads With SlideShare

first_img Originally published Oct 17, 2014 8:00:00 AM, updated July 28 2017 To make sure your slide cover is readable, even with Facebook cropping, make sure all of your key information fits in the bounds of Facebook’s image dimensions.Text Should Be Readable at Small SizesYou don’t know how people will be viewing your cover. They may be clicking through the presentation in a tweet, or viewing it on their phones, or just looking at thumbnails on SlideShare’s homepage. You want your text to be readable in all of those situations, so opt for large, bold text on your cover.Use High Contrast Colors That Work for Colorblind AudiencesPart of getting people to notice your cover in the sea of other SlideShares is to use colors that pop. Make sure that you’ve choosen at least one vivid color in your color scheme to get your cover to be noticed.But when picking colors in your cover, you should also consider your colorblind audience’s needs. Make sure that your chosen colors have a high enough contrast (both in the brightness and in the hue) so that you’re not alienating a decent chunk of your audience. Be sure to check out this article for fabulous tips on designing for a colorblind audience.3) LengthAs far as how long SlideShares should be, there isn’t a ton of information out there on the exact length you should make it. Previous internal research we’ve done (albeit, it’s old) indicates that longer SlideShares are, the more views they’ll get.A little more recently, Demy’s SlideShare recommends keeping your length to about 60 slides. So I’d recommend using 60 slides as your starting point, and then testing for yourself to see what your audience likes.Now that we know the key elements to optimize within a presentation, let’s talk about the tactics you can implement to get people to convert on your SlideShare.How to Design Your Presentation to ConvertBefore you start sending people to your SlideShare, you need to make sure you’ve got it optimized for conversion — otherwise, all of that traffic will be a waste. Below are a few tips for getting your SlideShare primed to convert visitors. Keep in mind that these probably all shouldn’t be used simultaneously for every presentation you do — but they’re best practices you should try out.1) Include clickable CTAs throughout your presentations.One thing many marketers overlook on SlideShare is the ability to place clickable hyperlinks in your presentations. It’s super simple to do (here are some easy instructions to follow to set them up), but there are three very important rules to follow when placing them in your presentations:Don’t place them in the first three slides.SlideShare disables links in the first three slides of every presentation to discourage people from spamming the site with light presentations filled with links. So if you’re going to add in clickable links, know that you can only do it after slide three.Only place links in the middle of the slide.On every SlideShare, there are areas on slides that you can click to advance to the next slide or return to the previous one. If you put links in these areas, they won’t work. The sections are highlighted in red below: Lead Generation Place important CTAs early on in the presentation.In our own SlideShare presentations, we’ve seen way more conversion come from CTAs that are placed earlier in the presentation.Even if you can hook someone with a great story, compelling copy, and fluid design … they may not want to stick around. By placing the CTA early in the deck, you can get more people to see it — and maybe convert on it, too.I’d suggest putting your first CTA right after your slides’ introduction. That way, people have enough time to understand why the presentation was created in the first place, and they can choose to convert if they’re bored.2) Make a CTA the last step of the story.You’ve already mastered this SlideShare storytelling thing — why not make that story work harder for you? Set up properly, you can actually use your story to entice people to download the CTA. Usually, people will publish a story with a set number of steps or tips. At the end, they’ll tack on a slide with a relatively random CTA to their website.HubSpot’s Sidekick team ran a test to see if making the last CTA in the SlideShare as the final step in the story increased conversions. Below, you can see the last three slides of our presentation. We finished up our story, provided a metric on our users, and ended by making it clear that readers could be among those already succeeding with Sidekick by clicking the blue “Just click here” button. (Hint: That was our CTA.)This last slide is responsible for nearly half of all clicks from this presentation’s refferals to our website. 3) Disable SlideShare’s PDF download and create a specific CTA within the presentation to download a high-resolution version of the presentation.Every SlideShare presentation has a built-in option for users to download the presentation. The only problem is that they don’t have to fill out a form to do that — they can just click “download” at the top of a SlideShare presentation. So if you’re using SlideShare as a lead generation tool, this could be hindering your efforts.One way to give the people what they want (free download!) while giving you what you want (leads!) is to disable your presentation’s downloads via SlideShare and add a slide to your deck with a CTA to download the slides via your site.The Sidekick team tried this tactic, too. Previously, .4% of all visitors on our best SlideShare downloaded the PDF from SlideShare. Then, in late September, Sidekick Growth Marketer Anum Hussain added in Slide 9, which is a CTA to download the SlideShare as a PDF:Out of the next batch of views the presentation received with this new slide, 2% of all visitors downloaded from the landing page — a 400% increase.The great part about this tactic is that once you get people to your landing page, you can serve them targeted smart content to make their conversion process even easier — and your lead volume increase.You can do this by swapping out your form with a “Pay With a Tweet” option for the people who are currently leads. That way, they don’t have to give you information you already have — instead, they can access the content just by sharing the landing page URL with their network. And who knows, maybe other people will spot that link, click on it, and convert. More new leads for you, much less work for your leads. (If you want to learn how to set this up, click here.)Bonus: If you’re a PRO user, use the lead capture forms.All of the other tips above can be used by any SlideShare user. This one is only available to current PRO users. Because of SlideShare’s new account structure, you can’t sign up for a PRO account at the moment — and that’s the only way to access their lead capture forms.If you do have the lead capture feature, you should try enabling it. You can make it pop up either after slide 10, or at the very end of the presentation. After you’ve collected leads, it’s easy to download a CSV and upload it into your contacts database.This is definitely one that should be a “bonus” for your SlideShare lead generation activities — not something to worry too much about at the moment. SlideShare is in the process of restructuring how you pay for the lead capture feature, and should release something in 2015. When that happens, you should take a look to see if it’d be worth it for your company to purchase.How to Get People to View Your Presentation So They Can ConvertOkay, so your presentations are in tip-top conversion optimization shape. Congrats! For your presentations to actually generate leads, you’re going to need to ramp up their traffic, too. Below are a few pro tips for doing just that.1) Optimize it for search engines.The great thing about SlideShare is that it’s a very high-ranking domain — so the content you put there has a good chance of ranking highly if you optimize it properly.Optimizing your SlideShares is very similar to optimizing your blog posts — make sure you’ve keyword optimized your titles and descriptions. The only other thing you should know about is that SlideShare automatically transcribes your presentation — so if possible, make sure your presentation has been properly optimized with keywords, too. (That is, without overstuffing.)2) Embed your presentation on your blog and include a blog post link in the description of your SlideShare.One of the easiest ways to promote your SlideShare is to embed it on your blog. Not only will this help you get leads via the SlideShare itself (more on that below), but the blog post itself should have a CTA on it, too — giving you more opportunities to convert someone into a lead. If you want some ideas for picking the right blog post to promote your SlideShare, check out this blog post.Once that blog post is published, make sure you’ve included its link in the description of your SlideShare, too — just another opportunity to get people on SlideShare to visit your website (and hopefully convert).3) Share the link on social networks.Promoting content on social networks is probably one of the first things you would have done anyway, but there are a few tips and tricks for making your social posts even better for SlideShare promotion.FacebookWe’ve already talked about Facebook a bit. Outside of optimizing your cover to be shared on Facebook, there’s not much more you should do for the network.TwitterTwitter, on the other hand, should be handled differently. Now, Twitter embeds SlideShares in tweets, so people can view your presentation without clicking through to SlideShare.net. Pretty cool, huh?To ensure that happens, you just need to share a link to your SlideShare directly — not the blog post hosting your SlideShare. This link can be shortened though — the presentation will still appear within your stream.LinkedInJust like Twitter, LinkedIn also allows people to click through SlideShares without leaving their news feeds. The only difference you need to know is that it won’t embed the presentation if the URL is shortened.Instead, grab the full URL with tracking tokens attached (so you aren’t losing out on analytics), and then paste that into your LinkedIn status update window. Voila — SlideShare can be clicked on and you still get the data you need.4) Add prominent “Share This Presentation” CTAs within the deck.Let your current SlideShare viewers generate more traffic for you by prominently including “share this presentation” CTAs throughout the deck.These types of CTAs only work when they’re prominent. (We’ve seen that just including the Twitter bird logo to signify that you can tweet something on a slide doesn’t drive a lot of results for us. And because you don’t want to be overly spammy, you’ll only want a slide or two of these prominent “share this presentation” CTAs — preferably one close to the beginning and one close to the end.5) Notify interested customers and leads via email.It seems counterintuitive to send a piece of content to people in your database if you want new people in there, but it’s worked wonders for us at HubSpot. The key is to make your email about two things, and two things only: 1) Viewing the presentation, and 2) Sharing the presentation with others if they like it.If you’re curious about how to set this all up, check out this post for a full tutorial on getting your existing contacts to market your content for you.6) Targeted outreach to industry blogs.After your SlideShare has accumulated some views (thanks to your above promotions), you’ll want to reach out to a few industry blogs to see if they’ll want to cover it.Remember to make your pitches super targeted — don’t blast out your SlideShare to anyone who’ll listen. If you’re sending it to a few blogs who are very relevant to your SlideShare and their audience has already shown an interest in topics and formats like your SlideShare covers, you should have a much easier time getting noticed.Measure, Iterate, and RepeatNow’s the part where you can sit back and let the leads roll in.But don’t sit back for too long. Take time to celebrate, but there are still things you can (and should) do to squeeze more lead generation juice out of your SlideShares.Find the weak links in your conversion path.When you’re analyzing your success with SlideShare, don’t forget to look beyond views, clicks, and leads. Those are obviously the most important if your goal is to generate leads, but I’d suggest looking at the entire funnel to see the effectiveness.The results may surprise you — you could find that while SlideShares don’t convert particularly well for you in terms of raw leads, they do convert faster, or they’re higher quality leads, or the customers bring in more revenue. And since those are all metrics your CMO and the rest of the C-Suite care about, you might still want to continue with SlideShare creations even if the raw number of leads aren’t there.Of course, to measure all of this, you need closed-loop marketing software. (HubSpot customers, you’re covered.)Tweak your presentation to fix your conversion path, and reupload.After you’ve analyzed your first few lead generation SlideShare presentations, you’ll probably want to tweak the presentation to improve your conversion rates.One of the best things about SlideShare is that to tweak your presentation, you just need to reupload an updated version — no need to start from scratch every time you need to make a change. All of the important information stays the same (URL, title, meta description) — the presentation itself just appears as the newest version.Run future experiments on high-performing SlideShare presentations.As you can tell, this SlideShare optimization process is iterative — you make a brand new presentation, run some analyses on it, make some smaller changes to optimize it further, analyze those changes, and so on and so forth.Once you have several presentations that get a lot of traffic, you can use them to run smaller experiments too — no need to launch a brand new SlideShare every time you want to try some other conversion test.And that’s basically it folks: a comprehensive guide to generating leads with SlideShare. These are all based on examples and data we’ve found, but we could be missing some ideas. For instance, LinkedIn has written the Sophisticated Marketer’s Guide to LinkedIn, outlining some best practices for integrating your SlideShare presentations with your LinkedIn profiles. What other tips do you have for generating leads through SlideShare?center_img Topics: If you’re reading this post, chances are you already have the SlideShare basics under your belt. You’ve uploaded a few presentations. You know you need a compelling story, beautiful design, enticing call-to-action, and solid promotion plan — and you’re comfortable executing on all of that in your slides.Click here to download our templates for killer SlideShare presentations.But you feel like there’s still more you could be doing with the platform. You want better copy, and better design, and better promotions, and better CTAs, and better results (usually in the form of leads). Unfortunately, the recommendations you’ve found so far have been fairly surface-level. If this sounds like you, I’d recommend you keep on reading. We’ve compiled an in-depth guide to generating leads with SlideShare, showing you how to design, optimize, and promote your presentations to get more traffic and leads. Check it out below — and if you have any other tips you’d like to add, let us know in the comments. Note: If you want to get up to speed on the basics of SlideShare, here are instructions on how to get started, tips for making your slides even better, and several different presentation templates (download one here, and another here).The Key Elements to Optimize in Your SlideShare PresentationsGreat SlideShare presentations aren’t great because of just one thing — they often have some combination of a great story, copy, design, and promotion that’s difficult to codify and replicate. That being said, if you’re trying to take your presentation from good to great, there are a few components you should be optimizing. 1) TitleTitles are arguably the most important part your SlideShare — it’s the only part of the presentation most people will see before they decide to view it, particularly in social media and the SERPs, so you better make sure it’s a good one. Headlines often feel subjective — and truthfully, they are — but there are some formats you should try out to boost your traffic:Go NegativeBeing a Debbie Downer can come in handy with your titles. According to a recent study by Outbrain, the average clickthrough rate on headlines in their distribution network with negative superlatives was 69% higher than that of their positive counterparts.So in your next SlideShare, try opting for the “worst” angle instead of the “best” — it could give you a boost in clicks.Include NumbersAccording to a headline analysis by Conductor, the most preferred headline format by surveyed individuals was numbered headlines:So instead of framing your SlideShare as “How to Double Your SlideShare Traffic” (we’re going to go meta here), you should trying positioning the title as “15 Little Ways to Double Your SlideShare Traffic.” Keep Your Title to ~55 CharactersYou already know how important search is to getting people to find your presentation. If your title is too long, your SERP CTR could plummet.Though there’s no magic number to make your title length, Moz research indicates that you should keep your titles to 55 characters or so to avoid having your headline cut off in search. Bonus: Moz even created a preview tool to help you test out what your headline looks like in search. Before deciding on your next SlideShare title, test it out in their tool.2) Cover The next most important aspect of your presentation to optimize is your cover — on certain social networks and on SlideShare itself, it’s visible to users prior to clicking on your presentation. Cover optimization is less about using red instead of green or choosing Helvetica over Impact, and much more about making your presentation readable (and enticing) no matter who you are or what technology you’re using to view it. Here are a few tips to keep in mind.Create Covers With Facebook Cropping in MindRight now, SlideShare doesn’t allow you to select a preview image for social networks. So if you haven’t optimized your cover properly, Facebook may crop your cover thumbnail is a weird, unreadable way. You can see what this looks like in this slide from Nick Demey: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

What’s the Deal With Ad Blocking? 11 Stats You Need to Know

first_img Originally published Jul 22, 2016 6:00:00 AM, updated August 27 2017 It’s no secret that internet users are no strangers to seeking out the information they need online — in fact, Google now processes over 40,000 search queries every second. And as the volume of search queries continues to climb, advertisers are recognizing an opportunity to introduce a number of different types of ads. (Think: pop-up ads, autoplaying video ads, and the dreaded mobile ad that takes up the entire phone screen.)As a reaction to some of these disruptive online ads, internet users have started installing ad blocking extensions by the millions. In case you’re wondering: Ad blockers scan websites for advertising code to prevent them from loading on a browser.Here’s a visual look at how they work:To help marketers get a handle on the state of ad blocking today, HubSpot Research dove deep into the issue to create this report. Below, we’ve outlined some of they most noteworthy statistics and takeaways from our research to get you up to speed quickly.11 Ad Blocking Stats You Need to Know1) Adblock Plus, the world’s most popular ad blocking extension, has been downloaded over 500 million times.Many research and news sites have different numbers, but it’s hard to ignore the hockey stick growth in adoption here.Image Credit: PageFair2) Ad blocking is blamed for costing the advertising industry $22 Billion in 2015. Why is ad blocking a big deal? When ads aren’t displayed, content sites that host ads and the advertiser lose out on potential revenue. And the losses have been enormous.3) As for potential revenue losses in the future, Ovum predicts that $35 billion in ad revenue will lost by 2020 because of ad blocking.4) 64% say ads today are annoying or intrusive.5) Pop-up ads, autoplaying video ads, and online video ads are the most disliked online ad types.6) 70% of respondents say they would have a lower opinion of a company that uses pop-up advertisement. 7) 34% of people say usually click online ads by accident.8) Adoption of mobile ad blocking is growing even faster (90% YOY) than desktop-based ad blocking adoption. A study from Priori Data suggests 419 million people (a fifth of the world’s internet users) have some type of mobile ad blocker installed.9) 83% of online browsers in the U.S., U.K., Germany, and France say they’d like to block mobile ads.10) 73% of people stated that ads that cover the entire screen on a phone are the most annoying, followed by ads that track browsing (65%).11) When asked about the best way to support websites (to cover costs), the majority (68%) of respondents say they don’t mind seeing ads — as long as they’re not annoying.The lesson? Marketers need to use unobtrusive forms of advertising (native ads, social ads, etc.) that people tolerate more than interruptive ads like pop-ups. (Check out this post on native ad examples for inspiration.)Want to learn more about ad blocking? Check out the full report here. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

SEO Basics: The 6 Most Important Things Marketers Need to Know [Infographic]

first_imgSearch engine optimization (SEO) isn’t all about focusing on keywords anymore. Search engines are getting smarter and better at understanding a searcher’s intent and how they can provide them with meaningful content.Over the past few years, marketers have lived through everything from changes in search behavior (like the serious increase in mobile search queries) to search engine algorithm updates (like Google’s rewarding more secure websites). Nowadays, following and adapting to these changes has been a big key to a business’ success.If you’re struggling to keep up with the changes in SEO and what you as a marketer need to do as a result, you’re in the right place. Check out the infographic below from Digital Marketing Philippines for a crash course in the most important parts of SEO marketers need to know to be successful in 2016 and beyond.You’ll learn which ranking factors are the most and least important, how to optimize your website for mobile search, how to figure out what searchers are looking for, how to optimize for local search, the content length that’s best for search, the place website security has in good SEO, and more.197Save197Save Originally published Nov 16, 2016 6:00:00 AM, updated July 28 2017 SEO Resources Don’t forget to share this post! Topics:last_img read more

Why You Need to Focus on Video Marketing in 2017 [Infographic]

first_img Measuring Video Performance 4. Expert InterviewsCapturing interviews with internal experts or thought leaders in your industry is a great way to build trust and authority with your target audience. Find the influencers in your industry — whether they share your point-of-view or not — get these discussions in front of your audience.5. Educational or How-To VideosInstructional videos can be used to teach your audience something new or build the foundational knowledge they’ll need to better understand your business and solutions. These videos can also be used by your sales and service teams as they work with customers.6. Explainer VideosThis type of video is used to help your audience better understand why they need your product or service. Many explainer videos focus on a fictional journey of the company’s core buyer persona who is struggling with a problem. This person overcomes the issue by adopting or buying the business’s solution.7. Animated VideosAnimated videos can be a great format for hard-to-grasp concepts that need strong visuals or to explain an abstract service or product. For example, we created the following video to promote a key (intangible) theme from the 2017 State of Inbound report. Planning your videoScripting your videoUnderstanding and using your camerasSetting up your studioPreparing your talentShooting for the editOrganizing your footageEditing your videoChoosing your musicRecording your voiceover Why You Need to Focus on Video Marketing in 20192016 saw a surge in the popularity of video as a content marketing format. 2017 saw video rise to the top of your marketing tactic list. Video as a tactic was likely streamlined by your creative team as a one-to-many awareness play, with lots of focus on expensive production and little analysis to show for it.2018 transformed video from a singular marketing tactic to an entire business strategy.What does 2019 mean for video marketing? 2019 is the year for video as a holistic business approach, meaning video content will be produced by all teams in a conversational, actionable, and measurable way.Learn how personalized video is shaping the future of marketing, sales, and customer service.According to a report from HubSpot Research, more than 50% of consumers want to see videos from brands … more than any other type of content.Video is useful for more than entertainment, too. Video on landing pages is capable of increasing conversion rates by over 80%, and the mere mention of the word “video” in your email subject line increases open rates by 19%. 90% of customers also say videos help them make buying decisions.But video hasn’t only transformed how businesses market and consumers shop; it’s also revolutionized how salespeople connect with and convert prospects and how service teams support and delight customers. In short, video is incredibly useful throughout the entire flywheel — not just to heighten brand awareness. How to Make a Video for Your Business While aperture, shutter speed, and ISO may be the three main pillars of manual photography and videography, there is a fourth piece of the puzzle that’s just as important: white balance.White BalanceWhite balance tells your camera the color temperature of the environment you’re shooting in. Different types of light have different colors. For example, incandescent bulbs (like what many people put in a lamp) have a very warm color. The fluorescent lights (if you’re reading this in an office, look up) are a little bit cooler. Daylight is cooler yet. Before you begin shooting, you have to adjust your camera’s white balance according to your setup.The exact settings on your camera will depend on your model, but there’s likely an auto option, a bunch of presets (daylight, cloudy, tungsten, etc.), and custom. Avoid auto white balance at all costs and opt for a preset or custom instead. If you have a top-of-the-line DSLR, there may also be an option to manually set the color temperature of the room, measured in Kelvin.To help you understand the importance of setting your white balance, consider the difference between these two photos. The environment is lit with yellow fluorescent lights. You can see how the appropriate setting looks natural, while the daylight setting adds a blue tint to the scene.FocusFocus isn’t one of the key settings of shooting, but it’s definitely important to keep in mind. With a DSLR, you have the option to shoot with autofocus or manual focus. It depends on the camera and lens you have, but typically autofocus is not the most accurate.Instead, flip your lens to manual focus. Use the (+) and (-) buttons to enlarge the viewfinder and move in close to your subject’s face. Then, adjust the focus on the lens. For shooting a stationary setup like an interview, make sure the subject’s eyelashes are in focus — that way, you can be certain your footage is clear and sharp.4. Setting Up Your StudioWhen you begin building your in-office studio, the purchases can add up quickly. Not only do you need a camera, but the more you read, the more you realize you need tripods, lights, microphones, and more.Take a breath. With a little bit of know-how, building your studio doesn’t have to be overwhelming. There are plenty of cost-effective choices and DIY hacks to make sure your videos look top-of-the-line.Basic EquipmentAlways shoot with a tripod. It should go without saying, but the handheld method you use for your Snapchat story isn’t going to cut it. Tripods will ensure you maintain a steady shot and not break any expensive equipment in the process.Tripods range tremendously in price, and the quality of your tripod should depend on the level of camera and lens you have. If you’re shooting with your phone, you can get by with a table mount like the Arkon Tripod Mount or a full-size tripod like the Acuvar 50” Aluminum Tripod. For a DSLR, Manfrotto makes a variety of trustworthy tripods starting with the Manfrotto BeFree and increasing in quality and price from there.Along with the tripod, stock up on camera batteries and SD cards. Recording video will cause you to run through both much quicker than taking photos.Audio EquipmentIf you’ve begun testing out your camera’s video capabilities, you’ve probably noticed that it has an internal microphone to record audio … don’t use it.If you set up your camera at a reasonable distance from your subject, you’ll quickly learn that the internal microphone isn’t powerful enough to adequately record audio. Instead, you should begin investing in a few pieces of quality sound equipment.When you’re shooting with your iPhone, there are a ton of microphone options that are all easy to use and decently cheap. For example, the Movo MA200 Omni-Directional iPhone microphone will give you a plug-and-play solution for capturing audio on the fly.Opinions vary greatly among sound engineers on the best method and equipment for recording audio with a DSLR. You’ve likely seen many videos that use a lavalier microphone — the small piece that clips below the collar of the talent’s shirt. Lavaliers come in both wired and wireless options. However, lavaliers can be a bit obtrusive both for the talent (who has to have a wire threaded down his or her shirt) and for the viewer (who has to see a microphone for the whole video).Instead, if you know you’re recording in a controlled environment (like a conference room in your office) we suggest recording with a shotgun mic. They’re reliable, remain out of the shot, and record background noise in a natural sounding way.To create a shotgun mic setup in your office studio, you’ll need a shotgun mic like the Sennheiser ME66, a shotgun clip, light stand, XLR cable, and Zoom H4N recorder. The Zoom recorder will allow you to record audio separately on an SD card and adjust the gain for the environment you’re shooting in.We admit these audio purchases may sound like a lot. But a shotgun mic setup is a worthy investment that will last for years. If you’re looking for a more cost-effective solution, look into the Rode VideoMic that mounts on top of your DSLR and plugs right into the camera body.Lighting EquipmentYou have a camera. You have audio. Now, let’s talk about lights.To outfit your studio without breaking the bank, head over to your local home improvement store. Pick up extension cords and a few clamp lights with bulbs. You’ll also need three light stands, which are available on Amazon.The traditional setup of video lights is known as three-point lighting. As you might guess, it involves three lights placed strategically around the subject, wrapping them in light and creating appealing shadows on their face.First, you’ll need a key light. Place this at a 45-degree angle to the left or right of the subject. Lift the light above their head and aim it downwards. As the name suggests, this is the key light and should be bright enough that it could be the only light in the scene … if it had to be.Next, place the fill light at a 45-degree angle on the other side and lift it close to or just above eye level. The purpose of the fill is to soften the shadows created by the key, but without getting rid of them completely. Therefore, the fill should be dimmer than the key light. If you have to use the same type of light for both, scoot the fill back and diffuse it by clipping a clear shower curtain onto the clamp light with clothespins.Finally, the backlight will add a third layer of dimension. Scoot your subject away from the background. Lift a light above the subject’s head and place it behind them and off to the side so it’s out of the frame. The light should be aimed at the back of their head, creating a subtle rim of light and separating them from the background.Setting Up Your In-Office StudioNow that you have all of your equipment, you’re finally ready to build your office studio. While you could always grab a closet to store your equipment in, let’s go a bit bigger and claim a conference room.By having a designated studio, you’ll save loads of prep time for each shoot. Just make sure the conference room isn’t too empty. If you have to, bring in a couch, chairs, or blankets to minimize the echos in the room.Speaking of sound, pay special attention to the hum of the air conditioning. Find a room with minimal noise or turn down the fan during recording. Consider purchasing photography paper to create a background that’s a little more appealing than a white conference room wall.When it comes time to shoot, clear out unnecessary people from the room and turn off the overhead lights. With your three-point lighting setup, there will be no need for those harsh fluorescents. When — and only when — everything is set up, call in your talent. There’s nothing worse than being nervous, and then having to anxiously watch as lights are turned on and the camera is tested.5. Preparing Your TalentIf you have experienced, confident actors in your company, you’re lucky. Video talent is a rare resource. But with a little bit of coaching (and a fair share of nervous laughter), you can help your teammates thrive in front of the camera.No matter if it’s your first video or your fiftieth, remember that getting in front of the camera is scary. Schedule plenty of time and give your talent the script early — but make it clear they don’t need to memorize it.Instead, place a laptop below the eye-line of the camera. Break the script into short paragraphs and record it section by section until you capture a great take of each. If you plan in advance when the final video will show b-roll (supplementary footage or screenshots), you can have your talent read those lines directly off the laptop like a voice over.During the shoot, your job goes beyond pressing record. First and foremost, you need to be a coach. Balance critical feedback with support and be quick to give encouragement after each take. This is why conducting a table read during the scripting process is so important: It’s easier to give feedback when there’s not a camera in the room. Remember, be a little silly during the shoot or your talent will be on edge and uncomfortable — and it will show in the footage.But while you’re maintaining the fun level on set, remain vigilant. It’s your job to pay attention to the little things, like making sure all of the mics are on or noticing if the lighting changes. Record each section many times and have your talent play with inflections. When you think they’ve nailed the shot … get just one more. At this point, your talent is already on a roll, and options will help tremendously during editing.Finally, circle back to the beginning of the script at the end of your recording. Chances are your subject got more comfortable throughout the shoot. Since the beginning is often the most crucial part of the video, record that section again when they’re feeling the most confident.Composition BasicsThere are some films that are simply beautiful. It’s not the story or even the picturesque setting. In fact, the scene might take place in the dingiest of sets, but somehow each shot just feels right.That’s the power of composition. When objects appear where they should in the frame, the quality of your video increases exponentially.For video, the rules of composition are similar to what you may have learned in a photography or art class. First, consider the rule of thirds — the idea that you can create a sense of balance by imagining the canvas with two horizontal lines and two vertical lines. Key elements should occur at the intersection of these lines.For example, if you are shooting an interview or a how-to video, the subject’s eyes should align with the top horizontal line around one of the two intersections. For this “talking head” shot, you can also improve your composition by leaving enough (but not too much) headroom. This is the empty space above the person’s head.Image Credit: Hubspot Customer Success Story Featuring Parlor SkisOne of the best ways to improve the look of your video is to include b-roll. B-roll is the supplementary footage included as a cutaway. This might include shots of a customer service rep talking on a phone, a designer editing your website, visuals of your office, or even screenshots of your product. The key with b-roll is to make sure each and every piece enhances the story.When you’re collecting b-roll, include a mix of shots from varying angles and distances. In fact, film professionals use different names to describe these variations.Establishing Shots: Wide shots allow the viewer to see the entire scene. These are great to use when introducing the scene at the beginning of a video.Medium Shots: Tighter shots that focus on the subject or a portion of the scene. Your classic interview shot could be considered a medium shot.Close-ups: Tightly cropped shots zoomed in to show detail. These might feature someone’s hands typing on a keyboard or pouring a cup of coffee.As practice, try telling a story with your b-roll and planning out a shot sequence. For example, your subject might open a door from the hallway, walk into their office space, sit down at their desk, open their laptop, and begin typing. Seems simple, right? But a shot sequence showing this 10-second scenario might consist of six or more different b-roll clips.Here’s where the final lesson of composition comes in: continuity. Continuity is the process of combining shots into a sequence so that they appear to have happened at the same time and place. A key part of continuity is making sure any ancillary objects in the scene — for example, a cup of water on a desk — stay in the same place (and have the same amount of water) throughout all of the shots.The other part of learning continuity is match on action. For the scene described above, you’d want to record the subject opening the door and walking in from both inside and outside the room. In post-production, you could then flip between the clips at the exact right time to make the cut seamless.6. Shooting for the EditWhen it comes to video, some are better at shooting while others are better at editing. Whatever side you claim, you should understand the process and pain points of each.For instance, as the person behind the camera, you may believe you collect ample footage and ask all the right interview questions. But to the editor, you may actually be shooting too much of one type of shot and missing out on some that would make their job easier.Filmmakers teach a valuable lesson here: shoot for the edit. By remembering that the footage you record will be edited later, you can make smarter decisions and save countless hours in the editing room.The first step in adopting a shoot-for-the-edit mindset is remembering to leave a buffer at the beginning and the end of each clip. There are called handles and can save editors from the headache of cutting too close to an important shot.In the section on preparing talent, we discussed how to record your script in short sections. If the editor were to stitch these sections together side-by-side, the subject’s face and hands might abruptly switch between clips. This is called a jump cut, and for editors, it poses an interesting challenge. Thankfully, this is where b-roll comes in handy, to mask these jump cuts.Example of a jump cutAs a producer, your job is to capture plenty of b-roll to make sure your editor never runs out. Create a shot list of more b-roll ideas than you think you’ll need and mark them off as you record them.To mask jump cuts, you can also shoot with two cameras, especially if you’re recording an interview without a script. Camera A would be the traditional, straight-on shot. Camera B should be angled 30 to 45-degrees to the side and capture a distinctly different shot. The editor could then flip between these two views to make the cut appear natural.Example of switching between interview anglesA note about shooting with two cameras: Your editor will need to sync the footage between the different views. To help them do this, clap your hands loudly in the view of both cameras right before you ask the first interview question … yes, just like an old fashion clapboard. Modern editing software has auto-sync features, but this loud clap will help you initially line up the clips.Finally, mark your good clips. Even if you’re recording a scripted video, you might have to record each section 10 or more times. Once your subject nails the take, wave your hand in front of the lens. That way, the editor can scrub directly to this visual cue and save time on footage review.7. Organizing Your FootageYes, file organization is boring. But when video editing, it just might save your project.Capturing video will force you to take a hard look at your computer and file organization habits. If you’re one of those people who work off a cluttered desktop — you know who you are — you’ll find yourself in a world of hurt.First, video format files are incredibly large, so it’s very unlikely you’ll want to store any of them on your internal hard drive. You’ll quickly run out of storage, and your computer’s processing speed will begin lagging under the weight.Instead, invest in an external hard drive like one of the Lacie Rugged models. External hard drives come in a variety of sizes and port options (Thunderbolt, USB 3.0, etc.). Multimedia creators will use the phrase “working off of an external” to describe storing all of their project files on this hard drive. This method also makes it easier to collaborate with teammates because you can easily share the drive.Second, video editing programs are very particular about where you keep your files. If you don’t stick with the original file structure, you may find yourself buried in error messages. (We’ll cover software options and best practices in the next section.)On your external hard drive, you should create a separate top-level folder for each project. Within this folder, there should be a prescribed set of “buckets” to store your video footage, audio, design assets, and more. Create a template project folder that you can copy and paste for each project using the image below as a guide.When you import your footage from your camera, place it in the “footage” folder on your hard drive.For both the project folders and your editing files, follow a consistent naming structure. For example, you could start each name using YRMODA (year-month-date). So a video on Instagram Hacks might be named “180625_instagram_hacks” if it was started on June 25, 2018.Even with a perfectly organized external hard drive, you’re not yet out of the weeds. You need to back up your files (and maybe even back up your backup files). It’s not uncommon to have an external hard drive for everyday work, another external for backups, and a third set of backups in the cloud via Dropbox or Google Drive.8. Editing Your VideoOkay, you’ve filmed your video footage. Congrats — you’re halfway there!Now it’s time to talk about editing. We get it, video editing can be confusing. It’s easy to feel overwhelmed at first, especially when you see software price tags! Luckily, there are many options for video editing based on your skill level, operating system, and budget. There are even free programs and mobile apps! Let’s go over a few options.Intermediate: Apple iMovieiMovie is Apple’s video editing software. Compatible with Macs and other iOS devices, iMovie is simple, user-friendly, and free on all Apple products. iMovie allows you to create and edit your videos by cutting together clips, adding titles, music, sound effects, basic color correction, filters, and special effects.The program even provides helpful templates that simplify the editing process. The platform supports high-quality clips like 4K video footage and makes it easy to share your work directly to a video hosting platform. Limited access to advanced color correction and editing features mean it isn’t commonly used by professionals, but iMovie is still a great option if you’re just starting out.Advanced: Adobe Premiere ProAdobe Premiere Pro is a leading video editing software program used by amateurs and professionals alike. With a customizable interface and numerous advanced editing tools, the platform is often called the industry standard for video editing and has been used to edit major Hollywood movies like Gone Girl and Deadpool.Premiere makes it easy to collaborate with other editors, organize your material, and sync with other programs in the Adobe suite like After Effects and Photoshop. The platform supports high-quality footage (4K and higher) and includes advanced, built-in color correction and grading tools that set it apart from cheaper or free options like iMovie.The only downside to Premiere is the cost. A year-long subscription to the latest Premiere Pro CC comes in around $240. If you’re new to video editing, you may want to experiment with a cheaper option like iMovie or Adobe Premiere Elements before investing in the Premiere Pro. On the fence? Check out some Adobe Premiere Pro tutorials here.9. Choosing Your MusicWhat’s the first thing that comes to mind when you think about video? I’m guessing the actual video footage. While it’s important to concentrate on your video footage, don’t forget to factor music into your overall plan and budget.Music is a powerful tool that can alter your video’s mood and tone — just watch the videos above! Choosing the right music often makes the difference between an amateur project and a professional piece of content. When used properly, it can help keep your viewer’s attention, evoke emotions, and define your overall editing style.Before you start filming, set a music budget and research your local copyright laws. Copyright law can be very difficult to decipher, especially when you’re dealing with digital content. Bottom line: Most music isn’t free. If you use another artist’s music without permission or proper licensing, you risk video removal and legal action. In order to avoid copyright infringement, you’ll need to find royalty free tunes or pay a composer to create an original score. Royalty free songs aren’t free to use; they’re quality songs available for a single flat fee. This means you don’t have to worry about paying additional licensing fees or royalties in the future. YouTube, Pond5, and PremiumBeat are all great sites to find royalty free music.Next, consider your audience and the overall mood for your production. Are you targeting a small audience that will appreciate the newest, underground hip-hop track, or do you need something that will appeal to many demographics? Are you creating a practical product tutorial or an upbeat event recap? Be sure to choose music that enhances the overall tone of your video.In addition to considering your audience, be sure to contemplate the purpose of the music. Do you need background music or something with real impact? Will you be narrating or speaking in the video? If so, don’t let the music get in the way of your content. Sometimes the best music is the music you don’t remember at all.After you’ve determined the type of music you need, it’s time to start analyzing potential songs. Consider the song’s pacing. Songs with a steady rhythm are easy to change to suit your video style. Hoping to include your favorite, Top 40 hit? Popular, radio songs are usually structured in 4-5 parts and can be difficult to transition. Try to choose simple songs that are easy to loop. If you’re looking for an instrumental song, be sure to find something that was recorded with real instruments. Songs made with digital samples can make your video feel unprofessional and out of date.Finally, consider adding intro and outro music. Intro and outro music, or bookends, can serve as a theme for your content. These are a great choice if you don’t need music throughout your entire video. Bookend music can help set the tone for your video, naturally split your content into chapters, and leave your viewers feeling they had a complete experience.While some videos feel unfinished without background music, others just need a few tunes to tie the project together. Pay attention to videos that have a similar style to see how others utilize music.10. Recording Your Voice OverYou have your video footage and music — now it’s time to chat about voice overs. A voice over is the separate video narration that’s not spoken by the speaker on-camera. Voice overs are an effective tool that can help make your content more relatable, emotional, and fluid.It’s important to remember that video audio is just as important as video visuals. The good news is that you don’t have to be the next Don LaFontaine or hire a professional to record a great voice over. Below are a few tips to capture audio on a budget.Find a location. Decide on a spot to record. If you can’t go to a professional studio, try to pick a quiet room away from distracting external sounds like sirens, opening and closing doors, and people talking on the phone. Read your script aloud, and pay attention to the room’s acoustics. Does your voice echo or sound muffled? If so, consider recording in a different space or adding furniture to fill in the room.Prepare. Practice makes perfect! Before you record, read through your script a few times and take note of any difficult pauses, transitions, and words. On the big day, be sure to stay hydrated and avoid wearing noisy clothing or jewelry. Also, use a stand, laptop, or teleprompter while recording so you aren’t rustling through a printed script.Test and listen. Think you can record the perfect voice over in just one take? Think again! Invest in a good pair of headphones and keep an eye on your audio quality throughout the recording process. It’s easier to get a new take of audio than trying to fix it during the editing process. We recommend running through your script a few times, especially the first few paragraphs, to ensure that your voice is fully warmed up. If you hear popping or hissing sounds, try standing further away from the mic or invest in a pop filter.Relax! Be sure to read slowly, pause, and take breaks while recording your voice over. Sometimes all you need is a sip of water to get back on track.Video Hosting PlatformsYou’re ready to publish your video. You shot the footage, edited it together, added music and a voice over, and exported it for the web. Now it’s time to get your video online so your audience can start viewing, sharing, and engaging with it.You have several options for hosting videos online, and in this section, we’ll talk about some of the best ones.YouTubeWhen you ask your friends which online video platform they use, the answer you probably hear the most is YouTube. YouTube is the largest video hosting platform, the second largest search platform after Google, and the third most visited website in the world. Every single day, people watch over five billion videos on YouTube. It’s also free to upload your videos to YouTube and optimize them for search.In addition to its massive audience, YouTube offers several other features that make the platform a good option for hosting your video. Because YouTube videos are hosted on individual channels, the platform allows you to build a dedicated audience of subscribers. Users who follow your channel are more likely to see additional videos you upload.Within your channel itself, you can also organize videos into playlists, making it easy for your audience to search within your content. As a social platform, viewers can engage with your videos by liking and commenting on them, providing you another chance to interact with your audience. YouTube also offers a variety of advertising options for more sophisticated targeting.Although YouTube offers the benefit of reaching a large audience with no cost to upload and host videos, there are several downsides to the platform. While video ads can be a great tool for promoting your own content, the number of ads on the platform from other advertisers can detract from your viewer’s experience.YouTube is also (surprise, surprise!) highly addicting. 83% of viewers prefer YouTube over any other video platform. Once viewers are on the platform, they usually stick around to watch another video … or 20. This can make it difficult to drive traffic back to your site from the platform. Despite these barriers, YouTube is a great platform for hosting videos and growing your audience.VimeoIf your friends didn’t answer your earlier question with “YouTube” then they most likely responded with Vimeo, the second largest video hosting platform. Vimeo’s audience is significantly smaller (715 million monthly views) than YouTube’s, but there are still many benefits that make it a favorite for content creators and viewers alike.Among these is a simpler, cleaner, user interface that makes it easier to navigate the platform. Unlike YouTube, Vimeo has very limited ads and commercials that would otherwise detract from your viewers’ experience. Videos on Vimeo also tend to be higher quality than on YouTube, and the audience on the platform is likely to be more professional.Vimeo offers several different premium account options to better suit businesses. The premium accounts provide additional storage, advanced analytics, customer support, player customization, access to lead generation tools, and much more. In additional to premium accounts, Vimeo also partners with businesses to produce quality marketing content.If you’re looking to showcase high quality, artistic content, Vimeo might be the platform for you. Its engaged audience and beautiful aesthetic make it a great place to host creative videos. However, if you’re focused on quantity over quality and increasing your reach, you may want to explore other platform options.VidyardVidyard is a video hosting platform built specifically for businesses. It’s not just another option to store and manage your videos; instead, it allows you to become a fully video-enabled business. Here’s what we mean.These days, we know posting your video to YouTube isn’t enough. You need channel-specific video content for Facebook and Instagram, not to mention for your website. Enter: Vidyard. The platform allows you to publish and update to all of these places from a central location.From this portal, you’ll find all sorts of viewer insights. Discover what types of video content your audience likes and how they watch their videos. Then, channel those insights directly into your marketing automation software or CRM. For example, if that prospect you’ve been monitoring views your latest case study video, you’ll be notified straight away.One of the coolest features of Vidyard is the ability to personalize videos with the viewer’s name or company directly in the video design. This is a creative addition as you begin working video into your marketing and sales strategies.How to Use Video Throughout the FlywheelToo often, companies jump at the opportunity to create their first video. They spend tons of money on an explainer video for their homepage, but as soon as the project is complete, all future video ambitions screech to a halt.On the other hand, plenty of businesses churn out a slew of social videos. But since they’ve simply replicated fads they’ve seen, their videos hardly consider their audience’s challenges or habits.Considering the time, money, and resources involved, video marketing can’t be an impulsive guessing game. Instead, you need to create a comprehensive video marketing strategy that applies to every facet of your flywheel. This means thinking in the context of the inbound methodology.The inbound methodology is the marketing and sales approach focused on attracting customers through content and interactions that are relevant and helpful. Each video you create should acknowledge your audience’s challenges and provide a solution. Looking at the big picture, this content guides consumers through the journey of becoming aware of, evaluating, and purchasing your product or service.In the following sections, we’ll cover the types of videos you should create for each stage in the image above. To start, plan to create at least two videos for each. Don’t forget to include call-to-actions to help lead your audience through their purchase journey and into the role of “promoter.” Over time, you can improve based on conversion rates and the content gaps you discover.Attract (Marketing)The first step of the inbound methodology is to attract — or turn strangers into visitors. Consumers at this stage are identifying their challenges and deciding whether or not they should seek out a solution. Therefore, the videos you create should empathize with their problems and introduce a possible solution in your product or service.Ultimately, the goal of this kind of video is to expand reach and build trust. Because you are looking to garner shares for your video, it’ll likely be more entertaining and emotion-evoking than educational. But, you should still provide enough information to associate yourself as an authority on the topic.Examples of videos in the “attract” stage include snackable social videos that show off your brand’s personality, thought leadership videos that establish you as a source of industry news and insight, brand films the share your values and mission, or explainers and how-to videos that provide relevant tips for solving your audience’s pain point.Discover 75 tips for creating, sharing, and optimizing video for Facebook and Instagram.For any “attract” video, avoid speaking too much about your product. Instead, let your brand values and personality be your north star(s). Finally, because these videos can live on a variety of channels, keep in mind the strategies of each platform. For example, a Facebook video might have a square aspect ratio and text animations for soundless viewers. Shooting with Your iPhoneBefore filming with your iPhone, ensure your device has enough storage. Also, don’t forget to enable your iPhone’s Do Not Disturb feature to avoid distracting notifications while filming.Once you open the iPhone’s camera, flip your phone horizontally to create the best possible viewing experience. Then, move close enough to your subject so you don’t have to use the zoom feature — it often makes the final video look pixelated and blurry.Your iPhone might do a great job of focusing on the subject when you take photos, but when it comes to video the camera will continue adjusting and re-adjusting as you move around the scene. To solve this problem, lock the exposure before you press record. Hold your finger down on the subject of the video until a yellow box appears with the words “AE/AF Lock”.Shooting with Prosumer and Professional CamerasWhile iPhones are great for filming on the fly or becoming acclimated with video, at some point you may feel ready to graduate up to the next model. With all the digital cameras on the market, there are a ton of choices to pick from. Below we’ve identified a few options to simplify your search.The first choice you make will be between purchasing a “prosumer” camera and a professional camera.Prosumer cameras are considered the bridge between basic compact cameras and more advanced cameras. They’re perfect for someone interested in creating more video but want the option to just press record. Most have a fixed lens to keep things simple.Professional cameras, like DSLRs, give you fine control over the manual settings of shooting video and allow you to achieve the shallow depth of field (background out of focus) that people rave about. While they’re primarily used for photography, DSLRs are incredibly small, work great in low light situations, and pair with a wide range of lenses — making them perfect for video. However, DSLRs do require some training (and additional purchases) of lenses.If you’re interested in going the prosumer route, take a look at the Canon PowerShot ELPH 340. The GoPro HERO5 is another fun option for adventurous shoots with lots of movement.Considering the expense of a DSLR camera, research your options and read plenty of reviews. Top of the line options (from most expensive to least) include the Sony Alpha a7SII, Nikon D810, and Canon EOS 5D Mark III. For a more cost-effective option, check out the Canon EOS 7D Mark II, Canon 80D, Nikon d3300, or Canon EOS Rebel T6.Understanding Your Camera’s Manual SettingsIf you choose a DSLR, there are a few settings you need to understand before your first shoot: frame rate, shutter speed, ISO, aperture, and color balance. Definitely keep your camera nearby as you read — manual settings can seem quite abstract without testing them for yourself.But before we dive in, we want to stress that this is a high-level overview of each setting. If you find yourself wanting more, dive in and do some of your own research. There’s plenty to learn about how to manipulate these settings and use them together to create different looks.Lastly, there will be a different method for adjusting these settings based on your specific camera. Always refer to your camera’s instruction manual.Frame RateAs with video concepts, there are tons of customization options. The most basic customization option when it comes to frame rate is shooting your video at 24 frames per second (fps) or 30fps.Video experts often credit 24fps with a more “cinematic” look, while 30fps is more common, especially for videos that need to be projected or broadcasted. A good rule of thumb is to ask the end user of your video what his or her preferences are and shoot based on that. Then, be sure your resolution is at least 1920 x 1080 to maintain quality footage.Once you’ve set your frame rate and resolution in your camera’s settings, it’s time to determine your aperture, shutter speed, and ISO. Be sure to turn your camera to manual mode to control these settings.(While we’ll define each of these individually, know that these three variables are meant to work in tandem with each other. In fact, many photographers use the term Exposure Triangle to describe how they relate to light and how it interacts with the camera.)ApertureAperture refers to the size of the opening in the lens. Like a human eye, a lens opens and closes to control the amount of light reaching the sensor. Aperture is measured in what’s called an f-stop. The smaller the f-stop number, the more open the lens is, while a larger number means the lens is more closed.What does aperture mean for your video? When a lot of light comes into the camera (with a low f-stop number), you get a brighter image and a shallow depth of field. This is great for when you want your subject to stand out against a background. When less light comes into the camera (with a high f-stop number), you get what’s called deep depth of field and are able to maintain focus across a larger portion of your frame.Shutter SpeedTo understand shutter speed, we first have to talk about photography. When taking a photo, shutter speed refers to the length of time the camera’s sensor is exposed to light. Think of it as how quickly or slowly the camera blinks.If you’ve seen a perfectly timed photo of a hummingbird seemingly frozen in time, you’ve witnessed a very fast shutter speed. Meanwhile, an image of a rushing river with the water blurring together was probably taken with slow shutter speed.Shutter speed is measured in seconds, or in most cases, fractions of seconds. The greater the denominator of the fraction is, the faster the shutter speed. So, 1/1000 would be faster than 1/30.But what does shutter speed mean for video? We won’t go too deep into the science of shutter speed, but to pick the adequate setting, you’ll have to do a little math. First, multiply your frame rate by 2. So if you’re shooting in 24fps, that would be 48. This number becomes the denominator of your shutter speed fraction.Since shutter speed is only available in a few increments, you’ll need to round 1/48 up to the next closest setting: 1/50. Here are some common shutter speeds and how to calculate them:At 24fps, 24 x 2 = 48, equalling a shutter speed of 1/50At 30fps, 30 x 2 = 60, equalling a shutter speed of 1/60At 60fps, 60 x 2 = 120, equalling a shutter speed of 1/20Remember, this process is just a guideline for choosing shutter speed. Traditionalists stick to these calculations, but there’s always room to tweak shutter speed slightly to achieve a desired effect. In the case of video, rules can be broken — as long as you have a good enough reason.ISOLast in the Exposure Triangle is ISO. In digital photography and videography, ISO measures the camera sensor’s sensitivity to light. On your camera, you’ll see the settings referred to with numbers in the hundreds or thousands (e.g. 200, 400, 800, 1600, etc).The higher the number, the more sensitive your camera is to light … the lower the number, the less sensitive. ISO also affects the graininess of the image. Low ISOs produce a crisp shot, while high ISOs create a more noisy, grainy shot.When choosing an ISO, consider the lighting. If your subject is well-lit (for example, if you were outside), you can get by with a lower ISO, ideally around 100 or 200. If you’re indoors in a low-light situation, you’ll need to bump up the ISO — just be careful of how grainy it makes your shot.This is where you can begin to see how the three factors of the Exposure Triangle work together. When you have a low-lit situation, for example, you may choose a lens that can shoot with a low f-stop to let more light into the camera and avoid making the shot too noisy with a high ISO.If you’re just starting out with manual video settings, don’t be overwhelmed. Understanding the ins and outs of the Exposure Triangle takes time and a lot of practice. Here are two tips to beat the learning curve:Start with photos. By switching your camera off video mode, you’ll be able to see the relationship between aperture, ISO, and shutter speed. Take a ton of photos and change each setting incrementally. Over time, the numbers will be less intimidating and switching between settings will make more sense — and become easier to apply to video.Form a process. Every videographer has their own method, but we suggest setting your shutter speed first according to the math described above. Then adjust aperture according to the depth of field you want to create. Then, ISO. Finally, circle back to shutter speed for any fine adjustments. Video Marketing Convert (Marketing + Sales)Now that you’ve attracted video viewers and website visitors, the next step is to convert these visitors into leads. With most inbound marketing content, this means collecting some sort of contact information via a form. Video can aid this process by visualizing a solution to the buyer’s problem, whether that’s before the form on a landing page or as the offer itself. Overall, the goal of this kind of video is to educate and excite.”Convert” videos may include a webinar filled with tactical advice, product demos sent via email, landing page promotional videos, case studies, or more in-depth explainer and how-to videos. For example, while an “attract” video might provide a quick tip for nailing a sales pitch, a “convert” video could be an animated explainer video that breaks down the inbound sales methodology.Close (Sales)You’ve attracted a new audience with your videos and converted the right visitors into leads. Now’s the time to close these leads into customers. Yet, as important as this stage is, “close” videos are often the most overlooked by marketers and salespeople.At this point, the consumer is weighing their options and deciding on the purchase. Therefore, the goal of this kind of video is to make your audience visualize themselves using your product or service — and thriving. There’s a reason 4X as many customers would rather watch a video about a product than read about it. Videos are able to display functionality and leverage emotions in ways a product description never could.Great “close” videos include testimonials of customers with relatable stories, in-depth product demos, culture videos that sell viewers on your quality of service, or even personalized videos that explain exactly how your product could help their businessDelight (Service)A purchase may have been made, but there’s still a lot of video can do to leverage the post-conversion stage of your flywheel. During the “delight stage” of the inbound methodology, your goal is to continue providing remarkable content to users that makes their interaction with your product or service as incredible as possible. It’s also in hopes that they’ll tell their connections about their experience or up-sell themselves. Therefore, the goal of this type of video is to encourage your customers to embrace your brand and become brand evangelists.Your first opportunity to delight comes directly after the purchase. Consider sending a thank you video to welcome them into the community or an on-boarding video to get them rolling with their new purchase. Then, build out a library of educational courses or product training videos to cater to consumers who prefer self-service or simply want to expand their expertise.Defining Your Goals and Analyzing ResultsAt this point, you know how to create a video and where to host it. You’re ready to get started, right? Not quite. Before you dive in, you need to define your video goals and identify the best metrics for determining whether you’ve accomplished those goals.Before launching any marketing campaign, it’s important to determine your primary video goal. This could be to increase brand awareness, engagement, or even conversions for a free trial. It’s crucial to pick out just one or two goals for each video. When you define more than that, your video will seem unfocused, making it difficult for viewers to determine what they should do next.When thinking of your goals, be sure to keep your buyer persona and target audience in mind. How old are they? Where do they live? What are their interests? How do they typically consume media? What stage of the buyer’s journey are they in?All of these questions can help determine what type of video you should make and where you should post it. For example, if your target audience is not familiar with your company, you probably want to make a video that focuses on brand awareness before producing an in-depth, product video. You’ll also want to host your video on a site that already has a large reach, like YouTube. Using Video Throughout the Flywheel Video can be a versatile tool for salespeople throughout the entire customer buying journey, and it can do much more than increase engagement. Backend analytics also help salespeople qualify and prioritize cold or unresponsive leads.According to Gary Stevens, head of research at HostingCanada.org, “retargeting our website visitors on social media has led to a 47% increase in visitor value site-wide.” The granularity of video analytics on platforms like Facebook is one reason why, in 2018, 93% of businesses reported getting a new customer on social media thanks to video.The options are also endless for service teams — onboarding videos, knowledge-based videos, meet the team videos, support video calls, and customer stories are just a few ways that video can create a more thorough, personalized customer support experience.Lastly, 2019 has brought about a penchant for the authentic and raw. According to HubSpot Research, consumers and customers actually prefer lower quality, “authentic” video over high-quality video that seems artificial and inauthentic.Video is within reach for businesses of virtually any size — team and budget alike. 45% of marketers plan to add YouTube to their content strategy in the next year. Will you join them?The 12 Types of Marketing VideosBefore you begin filming, you first need to determine the type of video(s) you want to create. Check out this list to better understand your options. 1. Demo VideosDemo videos showcase how your product works — whether that’s taking viewers on a tour of your software and how it can be used or unboxing and putting a physical product to the test.Learn how to use video in each stage of the buyer’s journey.2. Brand VideosBrand videos are typically created as a part of a larger advertising campaign, showcasing the company’s high-level vision, mission, or products and services. The goal of brand videos is to build awareness around your company and to intrigue and attract your target audience. 3. Event VideosIs your business hosting a conference, round table discussion, fundraiser, or another type of event? Produce a highlight reel or release interesting interviews and presentations from the gathering. What is Video Marketing? 8. Case Study and Customer Testimonial VideosYour prospects want to know that your product can (and will) solve their specific problem. One of the best ways to prove this is by creating case study videos that feature your satisfied, loyal customers. These folks are your best advocates. Get them on-camera describing their challenges and how your company helped solve them.Discover how businesses like yours used HubSpot to effectively implement marketing, sales, and service solutions. 9. Live VideosLive video gives your viewers a special, behind-the-scenes look at your company. It also draws longer streams and higher engagement rates — viewers spend up to 8.1x longer with live video than with video-on-demand. Live-stream interviews, presentations, and events, and encourage viewers to comment with questions.Learn how Facebook Live video can increase your social following and brand awareness.10. 360° & Virtual Reality VideosWith 360° videos, viewers “scroll” around to see content from every angle — as if they were physically standing within the content. This spherical video style allows viewers to experience a location or event, such as exploring Antarctica or meeting a hammerhead shark. Virtual reality (VR) allows viewers to navigate and control their experience. These videos are usually viewed through devices such as Oculus Rift or Google Cardboard.11. Augmented Reality (AR) VideosIn this style video, a digital layer is added to what you are currently viewing in the world. For example, you can point your phone’s camera at your living room and AR would allow you to see how a couch would look in the space. The IKEA Place app is a great example of this.12. Personalized MessagesVideo can be a creative way to continue a conversation or respond to someone via email or text. Use HubSpot Video or Loom to record yourself recapping an important meeting or giving personalized recommendations. These videos create a delightful, unique moment for your prospects and can drive them further down the purchase journey. Brands need a video marketing strategy — this idea isn’t new. What has changed is how important video has become on every platform and channel.Video is no longer just one piece of your overall marketing plan. It’s central to your outreach and campaign efforts … especially your social strategy.Video has absolutely dominated social. According to a recent HubSpot Research report, four of the top six channels on which global consumers watch video are social channels.Why is this important? If you aren’t creating video, you’re likely falling behind. But don’t fret. For most videos, the more simple and raw it is, the more authentic the content seems … and that’s what really matters to your audience.Better yet, video production is more cost-effective than ever — you can shoot in high-quality, 4K video with your smartphone.Regardless, between camera equipment to lighting to editing software, the topic of video marketing can still seem pretty complicated. That’s why we compiled this guide.Continue reading learn everything you need to know about video marketing strategy, or use the links below to jump to a specific section.Access videos, templates, and tips, to help you launch an effective video marketing strategy.  3. Understanding Your Camera(s)Too often the fear and uncertainty of equipment keep businesses from trying out video marketing. But learning to shoot video doesn’t have to be overwhelming.It’s likely you have a great, easy-to-use camera right in your pocket: your iPhone. Types of Marketing Videos Video Marketing Topics: Originally published Jun 18, 2019 5:16:00 PM, updated October 30 2019 There’s a lot that goes into making a video. This section will walk you through the detailed process of creating and publishing a video for your business. Grab your camera and follow along.1. Planning Your VideoBefore you set up, record, or edit anything, start with a conversation about the purpose of your video. Why? Every decision made during the video creation process will point back to your video’s purpose and what action you’d like your audience to complete after watching it.And, of course, without a clear purpose agreed upon by your team, you’ll find yourself in a whirlwind of re-shooting, re-framing, editing … and wasting a lot of precious time.There are typically a lot of players when making a video. How can you ensure they’re all aligned?Create a questionnaire using Google Forms or SurveyMonkey and pass it along to the stakeholders of the project. This way, you can ask the same questions of everyone and aggregate your answers in one place.Who’s your target audience? What buyer persona are you targeting? This may be a segment of your company’s typical buyer persona.What’s the goal? Is it to increase brand awareness? Sell more event tickets? Launch a new product? Ultimately, what do you want your audience to do after watching the video?Where’s the video going to live? On Facebook? Behind a landing page form? You should begin with one target location — where you know your audience will discover the video — before repurposing it for other channels.When’s it due? Always start with a timeline. A video on which you have a few months to work will have very a different budget and creative scope than a video needed in a few days.What’s the budget? Video can be expensive, but it doesn’t have to be … if you set a budget. Do your research and set realistic parameters, especially before you answer the next question.What are the creative requirements? With your budget, skills, and resources in mind, think about the creative roadblocks that might arise. Do you need a designer to create lower third graphics? Are you going to create an animated video or a live-action video?What will constitute success for the video? Choose several key performance indicators that correspond with your video goals — or hop down to the chapter in this guide on measuring and analyzing video.2. Scripting Your VideoThere’s a time and place for videos to be off-the-cuff and completely unscripted. You have tear-jerking documentaries, vlogging rants, and, of course, the holy grail: cat videos.That being said, most business videos need a script.If you skip this step, you’ll find yourself editing more than you need to, releasing a video longer than it should be, and probably losing your audience along the way.Start writing your script the way you would begin a blog post — with an outline. List out your key points and order them logically.Do all of your drafting in Google Docs to promote collaboration and real-time commenting. Use the “Insert > Table” function to adopt one of television’s traditional script-writing practices: the two-column script. Write your audio (script) in the left column and insert matching visual ideas in the right column.Don’t make the viewer wait until the final seconds to understand the purpose of your video … we promise they won’t stick around. Similar to a piece of journalistic writing, include a hook near the beginning that states the purpose of the video, especially for educational and explainer videos.Notice, in our example below, that we don’t let the audience get past the second sentence without understanding what the video will be about.As you begin creating videos, you’ll notice a key difference between video scripts and your typical business blog post — the language. Video language should be relaxed, clear, and conversational. Avoid using complex sentence structures and eloquent clauses. Instead, connect with your audience by writing in first person and using visual language. Keep the language concise, but avoid jargon and buzzwords.Following the “Little-Known Instagram Hacks” example, note how a section from the original blog post could be transformed for video by using fewer words and relying on visuals.Blog Post Version: “When someone tags you in a photo or video on Instagram, it’s automatically added to your profile under “Photos of You,” unless you opt to add tagged photos manually (see the next tip). To see the posts you’ve been tagged in, go to your own profile and click the person icon below your bio.”Video Script: “The bigger your following gets, the more people will tag you in their posts. You can find all of these under the “Photos of You” tab on your profile.”Most video scripts are short … probably shorter than you think. Keep a script timer handy to check your script length as you write and edit. For example, a 350-word script equates to a video that is nearly 2 minutes long.Words on paper sound a lot different than they do when read out loud. That’s why we encourage organizing a table read of your script before you start filming. The point of a table read is to smooth out the kinks of the script and nail down inflection points.Have a few people (writer and talent included) gather around a table with their laptops and read the script multiple times through. If you accidentally say a line different than what the script prescribes, think about why and consider changing the language to make it sound more natural. Ready, Set, Action!I’m guessing you’re feeling a little overwhelmed right now. Don’t worry, you’re not alone. Video editing and marketing can seem daunting at first, but with a little practice and patience, you can easily produce high-quality content that is unique to your brand.With 71% of consumers watching more video online than they were a year ago, brands can no longer ignore their growing popularity. Thankfully, creating great content has never been easier!Try turning a written blog into a video or create a product tutorial. Using video to showcase information in a new, interesting way is sure to interest and delight your audience. Pick up a camera, start filming, and watch your engagement levels increase. It’s time to make video a key part of your marketing strategy! Video Marketing in 2019 Video marketing is using videos to promote and market your product or service, increase engagement on your digital and social channels, educate your consumers and customers, and reach your audience with a new medium. Next, let’s talk about metrics. Understanding these will equip you to define and measure your success and set your goals. When you post a video, it’s easy to get obsessed with one metric — view count. While view count can be an important metric, there are many others that may be more relevant to your campaign.Below are some popular metrics you’ll see when you publish and track video.View Count: View count is the number of times your video has been viewed — also referred to as reach. This metric is great to track if your goal is to increase brand awareness and have your content seen by as many people as possible. However, it’s important to remember that every video hosting platform measures a view differently. For example, a view on YouTube is 30 seconds while a view on Facebook is only 3 seconds. Be sure to read the fine print before reporting on your video view count.Play Rate: Play rate is the percentage of people who played your video divided by the number of impressions it received. This metric helps determine how relevant or appealing your video is to your audience. If thousands of people see your video, but only a handful of people play it, it’s probably time to optimize your content.Social Sharing and Comments: If you’re on social media, you’re probably familiar with sharing and commenting. Social shares and comments are good indicators of how relevant your content is with your target audience. If a viewer watches your video and takes the time to share it with their network, you probably created a great piece of content. Social shares are also important because the more times your video is shared, the more it’ll be viewed. If your goal is to reach a lot of people, social shares is a good metric to track.Video Completions: If you took the time to make a video … you probably want people to watch the whole thing, right? A video completion is the number of times a video is played in its entirety. This metric can be more reliable than view count when trying to determine your video’s success.Completion Rate: Completion rate is the number of people who completed your video divided by the number of people who played it. Completion rate and other engagement metrics are a great way to gauge a viewer’s reaction to your video. Do you have a low completion rate? Are people all dropping off at a certain point? This might be a sign that your video content is not resonating with your target audience.Click-Through Rate: Click-through rate (CTR) is the number of times your call-to-action (CTA) is clicked divided by the number of times it’s viewed. CTR is a great indicator of how effective your video is at encouraging people to take your desired action. If your CTR is low, consider revising the design or copy of your CTA.Conversion Rate: Conversion rate is the number of times visitors completed your desired action divided by the number of clicks on your CTA. If your goal is to have your viewers complete an action like signing up for a free trial, try adding a video to your landing page to see if your conversion rate increases.Bounce Rate and Time-On-Page: Are you thinking about adding a video to a web page? Take note of the page bounce rate and the amount of time people spent on the page before you add the video. Be sure to check the metrics after you place the video to see if changes the way people interact with your other content. How to Make a Video for Your Business Don’t forget to share this post!last_img read more