Without 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.
Padukone: Losing his touch?Defending a title is a lot more difficult than winning it, as Prakash Padukone discovered in Hyderabad last month when he lost the Indian Masters Championship title he had won at Pune when it was introduced last year.Inevitably, as he prepares for the second World Cup Championship,,Padukone: Losing his touch?Defending a title is a lot more difficult than winning it, as Prakash Padukone discovered in Hyderabad last month when he lost the Indian Masters Championship title he had won at Pune when it was introduced last year.Inevitably, as he prepares for the second World Cup Championship, beginning in Kuala Lumpur on September 15, to defend the title he won in the inaugural championship last year, there is growing speculation at home on whether the Indian badminton ace has lost his touch.In the Indian Masters, Padukone bowed out in the quarter finals, losing to a virtual dark horse, the 19-year-old Indonesian Icuk Sugiarto. The 61-minute encounter began on an exciting note with Sugiarto matching Padukone point for point for the scores to reach level at eight in the first game. Then Padukone snatched four quick points for a slender lead but Sugiarto did not give in and took four points in a row to make the score 12-all Padukone, however, won the game 15-12.Early in the second game Sugiarto mastered Padukone as the Indian seemed shaky. At one stage when the score was 3-1, the service changed 10 times before Sugiarto, with some fine whipcord smashes, turned Padukone’s loose and hesitant returns into valuable points.The Indonesian won the second game 15-2 and asserted a crushing victory taking the clinching game 15-4. As the 2,000-odd spectators gave Sugiarto a five-minute standing ovation at the Fateh Maidan indoor stadium, a Padukone supporter remarked: “Andhra Pradesh is not his happy hunting ground. This is the third time he is losing here in as many years. He lost to Syed Modi at Vijayawada in 1980 and the Indonesian Sartika here last year.”advertisementFacile Victory: As for Sugiarto, he got past Swede Stefan Karlsson into the finals, but lost to fellow Indonesian Luis Pongoh in straight games. In fact, the 22-year-old Pongoh won the championship and collected the pound 1,500 (Rs 24,750) cash prize without losing a game.British bank clerk Jane Webster, 26, who threatened to carry back the largest sum from the championship, was content enough with the ladies singles title worth pound 1,350 (Rs 22,275).At the start of the five-day championship the Badminton Association of India (BAI) enthusiastically declared that there were more foreign internationals than at the Pune Masters, but the pound 14,000 (Rs 2,31,000) prize money contest lacked quality.Pongoh’s facile victory, notwithstanding his calibre – he had defeated Padukone twice – clearly showed that the Indian Masters is just an opportunity for the lesser lights to make some money and notch up a few points for the international ratings.The Chinese, who reached both the men’s and ladies’ singles finals at Pune, were conspicuously absent, as were all-England champion Morten Frost of Denmark and the temperamental Indonesian Liem Swie King.The canny Chinese, like the Indonesians, play a game packed with power and pace and are reportedly waiting for the Asian Games in November to convince the badminton world that their victory over Indonesia in the Thomas Cup finals earlier this year was no flash in the pan. They are undoubtedly a formidable side and Padukone runs into Luan Jin, the all-England losing finalist, in the pool matches at Kuala Lumpur and another Chinese challenger, Han Jian in the later knock-out stage of the World Cup contest.Jian will undoubtedly be keen to avenge his defeat by Padukone last year. The Indian ace is understandably cautious about his prospects; says he: “It is a tough fight with many challengers, and I hope to do well.”Dispute: With Danish clubs closed for the annual vacation in recent weeks, Padukone joined the Asiad probables at the Udaipur coaching camp to keep himself in competitive trim before the Indian Masters. His presence stirred the BAI to press for his inclusion in the Indian squad for the Asiad.There is no doubt that without Padukone India cannot hope for even a bronze medal against Malaysia, Japan and Thailand. The contest for the gold and silver medals will be between the Chinese and Indonesians.Ever since Padukone left for Copenhagen in December 1980 to play with a club, he has been branded as a professional and therefore cannot play for India in the Asian or Olympic Games. There is a debate on whether collecting money as a licensed player disqualifies him from being an amateur. The International Badminton Federation is taking the case up with the International Olympic Committee on the plea that a licensed player is closer to being an amateur than a professional. BAI President Fazil Ahmed feels confident that it has a good case. “If Padukone as a licensed player cannot take part, all those who play against him should also be debarred,” he remarked.advertisementThis peculiar logic of two wrongs making a right only show that the BAI has realised that without Padukone in the squad, it is more than likely that the Indian medal tally at the Asian Games in November will be without any contribution from the badminton contingent.
Rising Pune Supergiants skipper Mahendra Singh Dhoni lashed out at his bowlers after their narrow 2-wicket loss against Kolkata Knight Riders in a thrilling IPL match at the Maharashtra Cricket Stadium in Pune on Sunday.The Supergiants’ dismal run this season has gone from bad to worse with Dhoni losing his fourth game on the trot, a first for him as captain.After the match a visibly disappointed Dhoni said his bowlers failed to execute the plans yet again.”It was the length (on where they lost the game). I thought it was difficult to hit the spinners as I told them not to pitch it up. But, I think after that there were some 5-6 sixes hit and we gave away 30 runs too many.”When you have the bat or ball in your hand, it is up to you, nobody can help you. There are many bowlers who are not part of a settled team, that is something we need to look into. We also should score 10-15 runs more.”At one stage the Supergiants were in with a shot when their slow bowlers dismissed the two set batsmen for KKR – Suryakumar Yadav and Yusuf Pathan. But Albie Morkel and Thisara Perera, along with some poor fielding, failed to handle the pressure in the death overs which allowed the Knight Riders to run away with the game.Dhoni also said that his bowlers lacked character and failed to step up at crucial moments in the game.”When there is pressure on the individual, they are backing off. Taking responsibility is a very strong character to have and not many have that in our side. What really matters is, how you execute the plans on field.advertisement”Someone like Murugan Ashwin, he is new and he will feel the pressure. You can advise individuals, but when you have the ball, nothing can be done for you. Overall plenty of areas where we have to improve,” he added.
New Delhi, Apr 25 (PTI) German auto major Volkswagen today launched a limited edition of its Polo GT hatchback priced up to Rs 9.21 lakh.The limited edition, Polo GT Sport will be available across both petrol and diesel variants of Polo GT, Volkswagen Groups Sales India said in a statement.While the petrol variant powered by a 1.2 litre engine is priced at Rs 9.11 lakh, the diesel option with a 1.5 litre engine costs Rs 9.21 lakh (ex-showroom Delhi).The Polo GT Sport has new exterior and interior updates such as glossy black spoiler, 16 inch alloy wheels and leatherette finished seat covers, it added.Commenting on the launch, Volkswagen Groups Sales India Managing Director Thierry Lespiaucq said the Polo GT Sport edition increases the sport quotient of the vehicle.With this offering, the company is providing consumers with an option to choose a sportier variant of the Polo GT hatchback, he added. PTI RKL SRK
Internal mastery drives external mastery: One of the most impactful ways to move a company towards a digitally powered and consumer-centric brand building future, according to Pete, involves investing in internal employee education and best practice sharing – “internal mastery drives external mastery” – which Pete has implemented through Nestlé’s internal Digital Acceleration Team. Pete is also passionate about maintaining connections to those people and industries leading technological innovations, through programs like Nestlé’s Silicon Valley Outpost, to help marketers gain a better understanding of and be able to plan for how today’s emerging tech innovations and platforms will eventually impact products, brands and categories.****Next, we’ll share the final post of our series: “360i Summit: Reimagine Content & Context with Spotify’s Seth Farbman.” In case you missed them, be sure to read Post I: “360i Summit: Reimagine Behavior with Charles Duhigg,” Post II: “360i Summit: Reimagine Marketing & Featured Marketer Case Studies,” Post III: “360i Summit: The Science of Building Audiences with Twitter’s Deb Roy,” Post IV: “360i Summit: Still Setting the Pace with Huffington Post’s Arianna Huffington,” Post V: “360i Summit: Reimagine Programmatic with Joanna O’Connell” and Post VI: “360i Summit: Reimagine Search, Influencer Marketing & Paid Social.” This is the seventh post of our 360i Summit blog series on the themes and takeaways from the 2015 360i Marketing Leadership Summit.At this year’s event, we explored how to “Reimagine (Almost) Everything,” and learned how some of the world’s leading marketers and media companies are navigating change and shaping the future of our industry as it moves from being TV-led to digitally led.****In our closing keynote, Pete Blackshaw, Global Head of Digital and Social Media at Nestlé, shared how Nestlé is putting digital at the center of the world’s largest CPG company. He explained how the best leaders are the ones that develop and support innovation and specializations within their companies, but also know how to drive their integration into their company’s culture.What We Learned:Safe is not safe: Playing it safe and repeating the same actions that have worked in the past, such as relying on rational brand benefits to sell products, is no longer the safe route for today’s marketers looking to achieve breakthrough results. Pete encouraged the audience to move beyond giving consumers a reason to believe, to evoking a feeling to believe in a brand or product. A great example of this is Nestlé’s recent campaign for Coffee-mate Natural Bliss in partnership with 360i. Exploration through calculated risks: Pete also spoke about how marketers today need to take more calculated risks and not be afraid to explore new platforms and innovations – as Nestlé recently did in transitioning Nescafé’s traditional website homepage onto a Tumblr platform.
Yes, that “minimum payment due” box on your credit card statement looks so enticing. Pay a small amount, and you’re off the hook — for a month, anyway.But as the nearly 45% of Americans who carry a balance every month know, that rotating charge usually comes back to bite you. According to the credit-card comparison site CreditCards.com, a cardholder who owes $16,000 (the average amount of debt per household) will end up shelling out an additional $11,000 in total interest by paying only the minimum each month.Credit card companies prefer you maintain a balance on your cards, of course, because they make their money charging you fees and interest. The higher your card’s interest rate, the more income your card balance generates.Negative Effects of DebtHowever, credit card issuers don’t intend for you to use your entire credit limit. If you do start charging high enough to reach that amount, you’ll kick off a bad chain reaction of events, including:A drop in your credit score. Thirty percent of your credit score is based on how much of your available credit you’re using. This ratio of credit card balances to credit limits is known as your credit utilization, so the higher that ratio is — meaning the closer you are to your credit limit – the more your credit score takes a hit. Maxing out one credit card is bad for your credit score, maxing out all of them is a disaster.Lenders won’t like you. Whether you apply for a car loan or a mortgage, the lender wants to see how much of your available credit you’re using. If your credit card balances are too high, banks assume you have more debt than you can handle, and will put a big “denied” stamp on your application.The risk of going over your credit limit. Even if you think you’re safely below your credit limit, you could still end up going over once finance charges are applied to your balance. If your balance does exceed the magic number, it can be difficult to go back because you’ll be charged an over-limit fee each month your balance is over the line.Triggering the default rate. Credit card companies have the right to raise your card interest rate if you default on your credit card terms by maxing out your credit card. The default rate is the highest interest your card company can charge and, it’s typically a minimum of 30%.A balance you may never be able to repay. A maxed-out credit card, with a default rate on top of that, could take years to pay, especially if you only pay the minimum. Even though you want to pay the balance in full, parting with that much cash may be hard to do by the time the payment due date rolls around.So that those horrific events don’t happen to you, it’s wise to keep a low to no balance on your credit card. Having a balance below 10% of your credit limit won’t wreak havoc on your credit score, and it’s acceptable to lenders.Debt Elimination PlanAnd, of course, making monthly payments above the minimum is important; according to credit-scoring agency FICO, your payment history counts for 35 percent of your credit score.Ultimately, you want to be one of the 54 percent of Americans who pay off their credit cards every month. But until then, ridding yourself of your current balance should be your top financial priority.“You need an action plan to help you work at reducing and eventually eliminating what you owe,” says Gail Cunningham, a spokesperson for the nonprofit National Foundation for Credit Counseling.Here’s how to put that pay-down plan into place:Target just one card first.If you’re carrying balances on multiple cards, it’s a long slog to wipe out all those debts. But there are three methods you can choose from to do so.To give yourself a boost of instant gratification, put as much money as you can toward the card with the lowest balance first. Do this even if you need to pay only the minimum on your other cards in the meantime.If you want to boost your credit score, then tackle the card with the highest utilization rate (figure that out by dividing your credit card balance by the card’s limit). Bringing the utilization rate down just 20% could significantly increase your score.Or, if you want to pay less in interest overall, then pay off the card with the highest interest rate first.Cancel your credit cards – but not all at once.Each time you close a credit card account, it temporarily lowers your credit score, so avoid canceling more than one card in a nine-month period. The longer your credit accounts have been open, the higher your credit score.But, ultimately, having the highest available credit line with the fewest number of cards is the best position to be in.Transfer your balance — cautiously.It’s tempting to move a balance from a card with a high interest rate to a card with a much lower one because you can end up saving hundreds of dollars a year.However, you should only transfer a balance if you’re committed to paying off the debt within the introductory low -rate window, typically 12 to 18 months, and to making monthly payments on time. Otherwise, your rate could skyrocket, possibly ending up higher than the one you just got rid of.Try not to make any new purchases with the card – the low interest rate often doesn’t apply to them. Also, know that you may be charged a balance-transfer fee, which is usually about 3% to 4% of the total amount you transfer over.If you must make minimum payments, do it twice a month.Card issuers typically charge interest on a daily basis, so the sooner you make a payment, the faster your average daily balance is reduced – and that translates into less interest that you’ll ultimately pay.If you’re on a tight budget, go ahead and pay the minimum due each month, but try to make the same payment again two weeks later. Keep putting that twice-monthly minimum payment on your To-Do list until your debt is paid off.To put it in perspective, say you charged $2,000 on a card with a 17% interest rate. If you make only the minimum monthly payment, which is about 2% of the balance, it will take more than 21 years to pay it off. But if you make an additional payment two weeks later, you’ll be debt-free in less than three years.Quite a difference, right?The Bottom LineBecause maintaining a positive payment history is critical to a high credit score, pay off your cards monthly. Keeping that balance down to a big fat zero translates into a glowing credit report.Share this:Click to share on Twitter (Opens in new window)Click to share on Facebook (Opens in new window) Related Post navigation
Online shopping has really changed the way we buy. If we want a new outfit, new book, or pretty much anything else, we no longer have to go to a physical location to pick it up.As technology has evolved, so have the opportunities for shopping on a budget. Today, there are plenty of apps that will help you find the best price on clothing or whatever else you’re looking for, as well as apps for shopping that are designed to help you save money on clothes and other items.Whether you’re looking for terrific deals on designer clothing, local dining deals or just want to be sure you’re getting the best price on an item, apps for shopping are there to help you out.Gilt on the GoGilt is a member-based deal site that features daily sales on designer clothing, home goods, and artisanal foods. The site was originally by invitation only but has sinced opened up. You have to be a member to shop through Gilt, but you no longer need an invite.Gilt on the Go is the site’s app. There are versions available of iPhone, Android, Blackberry and iPad. The app helps you save money on clothes by sending you instant sale alerts, right to your phone.You can also preview future sales, so you can plan ahead. The app version of Gilt is quicker than the online version, so you have a better chance of snagging a deal before it sells out.Rue La LaRue La La is similar to Gilt in a few ways. It’s designed for style-conscious people who are shopping on a budget. You need to be a member to take advantage of the deals offered by the site. Each deal is only available for 48 hours, then it’s gone for good.The Rue La La app is available for Android phones and iPhone. Some reviews of the app have noted that it’s not very fast, so if you’re shopping for an in-demand item, you might miss out if you’re using the app version and not the site.The app also lets you preview upcoming sales and set reminders to yourself so that you don’t miss out.GrouponGroupon might have fallen on some tough times, but the app and website continues to offer people daily deals at local stores, restaurants and gyms. With the app installed on your iPhone or Android phone, you’ll receive a daily deal update, which is customized based on your preferences.You’re able to buy the deals right from your phone and when its time to redeem your Groupons, you don’t have to worry about printing. You can bring up the deal right on your phone and show it to the cashier or waiter.Price Check by AmazonWhen you’re shopping on a budget, you want to be absolutely sure you’re getting the best price on an item.Instead of searching stores or websites on your own to find the best price, the Price Check app from Amazon lets you search for an item or take a picture of its bar code, then instantly returns results from online and brick and mortar stores.With this app, you’ll never have to wonder if you could have gotten an item for cheaper somewhere else. Price Check is available for both iPhone and Android phones.Red LaserRed Laser is similar to Price Check. You scan a bar code with the app on your Android phone or iPhone, then it brings up stores that sell the item and the prices.Not only can you compare prices with the app, you can also find the nearest store that is selling the item. Plus, Red Laser allows you to scan in your loyalty cards for each store and keep them on your phone, instead of cluttering up your wallet or key chain.Google OffersGoogle Offers is similar to Groupon – you get personalized, local deals delivered to your email address or phone. The app is integrated with Google Maps. That means you’ll be able to search the map to find the deals that are closest to you.If you don’t use the deals right away, the app will remind you to cash them in the next time you walk into the store or restaurant.PoshmarkOne way to save money on clothes is to buy fashionable, but gently used garments. Poshmark lets you do just that. The app is designed to help people sell stylish clothing that they no longer wear. It’s like having access to the closets of fashionable women across the country, all tucked away in your pocket.You can also sell your clothes with Poshmark. You take pictures of your clothing, describe the items, and price them. If someone buys your clothing, the app helps you take care of shipping and sending it to them. Right now, the app only lets you list women’s clothing and accessories.What apps do you use to save money when shopping?Kelly Anderson is a financial planner who blogs about financial advice you can use in your everyday life. Connect with her on Twitter, Facebook and Google+.Share this:Click to share on Twitter (Opens in new window)Click to share on Facebook (Opens in new window) RelatedBack-to-School on a Budget + PrintablesJuly 22, 2019In “Budgeting”How To Slash Your Grocery Bill And Still Eat Like A FoodieSeptember 11, 2019In “Family Finances”529 Plan: 6 Ways Parents Can Save More Money for Their Kid’s CollegeAugust 27, 2019In “Family Finances” Post navigation
Originally published Mar 12, 2010 8:30:00 AM, updated July 03 2013 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Download the free video Learn how to use social media to manage your company brand. Video: How to Use Social Media to Manage Your Company Brand Online and learn how to manage your company brand effectively using social media.
Live Webinar: The Science of ReTweets With Dan Zarrella On Sunday morning at SXSW Interactive, renowned author and digital media speaker Clay Shirkyspoke about the way information sharing is changing. His talk was filled with real life examples that outlined one basic theme: and check out our full SXSW content feed at Abundance is a bigger problem to society than scarcity, said Shirky, meaning when something is scarce, it is easy to handle by simply increasing the price of the item that is scarce. When something is in over-abundance, people don’t know how to manage it. His conclusion was that now that information is easy to share, people have the opportunity to share in a way that benefits society, not just themselves. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack . Sharing information is different than sharing goods and services. http://blog.hubspot.com/sxsw HubSpot’s Virtual Booth Social Media Marketing Book Topics: People feel good about sharing information that helps people. When developing an creativecommoners Social Media Join Dan Zarrella, HubSpot’s Social Media Scientist and author of the Photo Credit: As an extension of this sharing concept, Shirky described “rainbow unicorn” sharing, which is a type of sharing that helps you but not anyone else. On the other hand, sharing that helps more than one person and has an impact on a group or society is called “jack hammer” sharing, because it chips away at existing opinions and transforms them into new ones. He continued to reinforce the idea that democrotized sharing provided by the Internet has the ability to have a great impact on society. inbound marketing content strategy If you are attending SXSW, be sure to check-in to When people share goods, for example, they expect something in return such as money as payment for an item. When people share information, they don’t expect anything in return and in fact actually get a positive feeling for doing it. People enjoy providing value to others. Originally published Mar 14, 2010 2:52:00 PM, updated July 10 2013 Friday, March 19, 2010 at 1:00pm ET Reserve your spot now to learn what makes tweets contagious and how to create tweets that will go viral and increase your reach and authority.. , don’t forget to think about your customers’ online and offline networks. Outbound marketing was always about targeting customers; inbound marketing means focusing on more than just your customers, but also their customers. Creating content and an inbound marketing strategy that solves problems for your customers’ end-users will empower them to advocate and promote your product. Date and time: for a 30 minute overview of the Science of ReTweets! Inbound Marketing Takeaway
This post originally appeared on Up & to the Right, a new section of Inbound Hub. To read more content like this, subscribe to UATTR.Leo Grand’s story might be the best thing you will hear this year at Christmas, a real-life version of “It’s a Wonderful Life.”Better yet, if we all work together we can create an incredible ending for this story. We can help a homeless man get off the streets and back on his feet. We can, in fact, give Leo Grand the best Christmas ever.The story goes like this. Leo Grand used to work at MetLife, but in 2011 he got laid off and had to move out of his apartment. He was living on the streets.Back in August, an idealistic young software programmer named Patrick McConlogue made Leo Grand an offer — take $100 in cash, or get lessons in how to write software code.Grand chose the lessons. McConlogue bought Grand a few books on computer programming, and a Chromebook. They met every weekday for an hour each day. They did this for 16 weeks.McConlogue is 23, a recent graduate from Pepperdine University who moved to New York last fall. A lot of people made fun of him (see here and here) and called him naive. They said McConlogue’s big experiment in social engineering would fail. They doubted that “Leo the homeless coder,” could stick to it.But a lot of other people were rooting for Grand. More than 30,000 were following the story on a special Facebook page, where Grand became known as “Journeyman.” Some people sent supplies: coats, clothing, backpacks, headphones. One guy, in the military, sent a device that Grand could use to hide the laptop and keep it from being stolen. (McConlogue won’t describe it, because that would defeat the purpose.)Things didn’t always go smoothly. In October Grand was arrested for trespassing and lost his laptop and cell phone, which the police are still holding. He was quickly released and made an appearance on the Today Show, which had heard about the experiment. An executive from Google heard what happened and provided a replacement Chromebook.At one point McConlogue convinced his boss at Noodle Education to let Grand come work inside at their offices. McConlogue also got permission to put aside his “day job” and work full-time with Grand for four weeks to help him finish the app and get it submitted to Apple and Google for approval.Guess What, He Did It!In the end, the doubters and naysayers were wrong. Grand didn’t give up. He sat there in the street and taught himself how to write code. And he completed an app. It’s called Trees for Cars. It lets people carpool and share rides. And it tells you how much C02 you’re saving.Here’s a video where Leo Grand explains his app. Originally published Dec 10, 2013 2:00:00 PM, updated February 01 2017 Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Storytelling Today, Grand’s mobile app goes on sale in Apple’s App Store and the Google Play Store. It only costs 99 cents.So here’s my idea. Go buy this app. Tell your friends to buy it too. Share this story. Get as many people as you can to participate.Grand gets 70 cents out for every download. (Apple and Google take a 30% cut on transactions; but heck, maybe we should lobby them to make an exception in this case.) To buy it on Apple’s iOS, click here. To buy it for an Android device via Google’s Play Store, click here.Doesn’t matter if you’ll never use the app. That’s not the point. The point is that this guy is a hero and deserves our support. The point is that it only costs 99 cents to let Leo Grand know that you admire what he’s done. Because here’s the thing. Despite all his hard work, Leo Grand is still homeless. He’s living under an awning in New York. Nobody has offered a job.McConlogue says that with a bit more training Grand could have the chops to work as a programmer. “This is his path out. If all goes well, he can get enough money to go back to school,” he says.So let’s do it. Let’s blow this guy’s mind, and give him the best Christmas ever. Let’s help “Leo the homeless coder” become “Leo the coder,” with a job and a place to live and a bright future.If there’s anyone who deserves it, it’s this guy.Moreover — you’re not just helping one guy. You’re helping to start a movement.Recently McConlogue wrote a post on TechCrunch seeking 10 programmers who would volunteer two months to teaching others. So far 150 coders have signed up — and 8,000 people have reached out wanting to learn. “It’s really intense,” McConlogue says. “It’s all over the world.”There’s a great book in this. And somewhere in Hollywood, I have no doubt, someone is already working on the movie.
1K+Save 10 Interesting Stats About Visual Content1) The brain processes visual information 60,000 times faster than the time it takes for the brain to decode text. (Tweet This Stat)2) Visual content makes up 93% of all human communication. (Tweet This Stat)3) Your content can generate up to 94% more views if you add compelling visual elements and graphics. (Tweet This Stat)4) 14% more views can be generated by press releases if they contain photos when published. (Tweet This Stat)5) You can see a 37% increase in engagement from targeted customers if your article is optimized by adding more compelling visual elements. (Tweet This Stat)6) With detailed images, you can get the attention of up to 67% of your targeted audiences. (Tweet This Stat)7) 40% of users online will provide better and more favorable responses to a particular piece of visual content than other plain and text-based content. (Tweet This Stat)8) 85% of internet users in the United States watch online video. (Tweet This Stat)9) 26% of the 25 million smartphone users around the world watch online video at least once per day. (Tweet This Stat)10) Use of visual content in Facebook campaigns generates 65% more engagement after only a month’s practice. (Tweet This Stat)Are you incorporating visual content into your marketing campaigns? How does it perform compared to your text-based content? Visual Content Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Jul 18, 2014 8:00:00 AM, updated August 26 2017 Topics: When it comes to marketing content, the web is cluttered, and the competition is tough.This means it’s vital that your content be high quality, attractive, and memorable if you want to break through the clutter and capture the attention of your target audience.Luckily, a great way to make your content stand out online is to make it more visual. Visual content is not only easier and faster for the human brain to process, but it is also a great way to generate more views, clicks, and conversions.Download 195+ visual marketing design templates to use for social media posts, infographics, and more. The importance of visual content has been highlighted by the evolution of the social media sites marketers use every day to promote their content and brands online. Facebook continues to modify its News Feed to include larger and more prominently displayed images and videos, Pinterest is now the fourth most popular social networking site, and Twitter now pulls pictures and videos right into its timeline — and has used its recent profile pages update to allow for larger header photos and profile pictures.If you’re not convinced of the power of visual content or would like more in-depth information about visual content, take a look at the infographic below, created by Digital Marketing Philippines, for 12 data-backed reasons why you should integrate visual content into your marketing campaigns. Then scroll down for some interesting, tweetable stats about visual content that we pulled straight from the infographic.1K+Save
Regarded as the best Indian doubles pair in badminton, Chirag Shetty and Satwiksairaj Rankireddy have gone from strength to strength over the past couple of years.Whether it’s their silver medal at the Commonwealth Games in February or reaching semi-finals of a BWF World Tour event in France, the BWF world No. 32 pair has certainly taken a giant leap.”Things have changed a lot in past couple of years for us,” Chirag told Mail Today from Lucknow. “Before we didn’t mind losing to a top ten pair, in fact giving them a good fight would make us happy. But that’s not the case anymore. We both have enough confidence in our game and we aim for a win in any match regardless of the merit of our opponent.”The 21-year old shuttler, who sailed into the next round of the Syed Modi Badminton Championship along with his partner 18-year-old partner on Thursday, credited Indian doubles coach Tan Kim Her for the pair’s much-needed confidence in their game.”Back in 2015, we both doubted if we have it in us to be at the highest level. In fact, we weren’t even sure about the partnership since the results were not in our favour. But our coach (Tan Kim Her) kept showing faith in us and backed us when others didn’t. He told us we will be at the Superseries level in two years time. Back then, we even wondered if that was possible. He transformed us into a pair who can pose a threat to anyone,” explained Chirag, who will feature in debutant Pune Seven Aces colours at the Pro Badminton League this season, beginning from 22 December in Mumbai.advertisementHowever, all wasn’t well in paradise for the duo in this calendar year as it was full of ups and downs. Straight after a successful campaign at the CWG campaign, the pair endured a horrendous run which saw back-to-back exit in the first round at three premium events. The shuttlers seemed out of form and had to wait till the World Championships to find the momentum back in their game. Chirag feels the dip in form was an indication that the duo needs to find consistency in their game.”Overall it was a satisfying season for us but we need to be more consistent with our performance and aim bigger in the next season. We could have won some decisive game this season but we couldn’t, it shows we need a way to find easy points against stronger opponents. If we solve that, I think we will be among the top 10 pairs by the end of the next season,” he said.
51% of marketers in Asia plan to increase investment in promoting their content via earned media (PR & social sharing). Tweet this stat 35% of APAC marketers rate e-newsletters or online magazines as effective forms of content marketing. Tweet this stat 37% of marketers in APAC find Facebook advertising to be the most effective form of paid promotion. Tweet this stat Asia Pacific marketers are focused mainly on top-of-funnel when it comes to measuring the success of their content marketing.69% of APAC businesses use website traffic to measure of content marketing success. Tweet this stat 56% of marketers in Asia Pacific struggle with content strategy. Tweet this stat 58% of marketers in Asia struggle to define the best content & influencers to build reach and support conversion. Tweet this stat Want to see more data on the state of content marketing in Asia Pacific alongside commentary from some of the region’s best content marketers? Check out the full report here: The Asia Pacific Content Marketing Report 2016. 53% of marketers in APAC struggle to produce enough content. Tweet this stat APAC marketers are finding success with blogging and paid promotion on Facebook.47% of marketers in APAC have the most success with blog posts and articles. Tweet this stat 71% of businesses in ANZ said they are producing more content in 2016 than in 2015. Tweet this stat 62% of APAC businesses are creating more content in 2016 than they did in 2015. Tweet this stat 49% of businesses in APAC intend to increase their content marketing resources during the rest of 2016. Tweet this stat Businesses in Asia Pacific are doing content marketing, but haven’t quite cracked it yet.70% of APAC businesses feel their content marketing efforts are limited, basic, or inconsistent. Tweet this stat Do you know how your content marketing efforts stack up compared to other companies in Asia, Australia and New Zealand?To make content marketing work for your company, it’s useful to have some idea of how other businesses are succeeding.It helps you find and fix gaps in your own approach to content strategy, content creation and content promotion, and helps you to develop a realistic view of how you should budget and plan.To help out fellow marketers in Asia Pacific, our Australian and Singaporean teams dove into some data on the state of content marketing in APAC. Alongside SurveyMonkey, we surveyed over 700 marketers across Asia, Australia and New Zealand to see where they’ve been focusing their efforts, where they’re struggling, and what their plans are for the remainder of 2016 and beyond.To learn about these findings in more detail and get access to insights and tips from local content marketing experts, download the full Asia Pacific Content Marketing Report 2016 here.21 Revealing Statistics About Content Marketing in Asia Pacific in 20161) Key Statistics Revealing the State of Content Marketing in Asia Pacific in 2016Marketers in Asia Pacific believe in the power of content marketing to generate ROI.Marketers in APAC believe content marketing to have the most commercial impact on their business. Tweet this stat Almost a quarter of marketers in ANZ are planning to increase resources to assist with content marketing. Tweet this stat 68% of marketers in ANZ plan to increase investment in promoting their content via earned media (PR & social sharing).Tweet this stat 3) Key Statistics on the State of Content Marketing in Asia 2016Only 40% of businesses in Asia are convinced of the value of content marketing & can measure its ROI. Tweet this stat Originally published Sep 11, 2016 4:00:00 PM, updated February 01 2017 62% of businesses in Asia struggle to create sufficient volumes of quality content. Tweet this stat 50% of businesses in APAC are doing content marketing, but have no strategy. Tweet this stat The key issues with managing content marketing in this region are the creation of quality content and developing a strategy.57% of APAC marketers say producing quality content is an obstacle to their success. Tweet this stat 62% of APAC marketers measure their content success using social shares. Tweet this stat 2) Key Statistics on the State of Content Marketing in Australia & New Zealand 201652% of businesses in ANZ are convinced of the value of content marketing & can measure its ROI. Tweet this stat Topics: Marketing Data Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Search 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:
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!
Originally published Nov 21, 2017 6:00:00 AM, updated May 02 2019 Stage 1 – Data CollectionTransparencyThe GDPR was designed to ensure that there will be more transparency between the organizations who collect and control the data (the ‘Data Controllers’) and the individuals whose personal data is being collected (the ‘Data Subjects’). This means that any organization which attracts people to its website and wants to collect data via a form must communicate clearly to that person what the data is going to be used for. The individual will need to give their consent to that use and the consent needs to be clear, in plain English and “informed, specific, unambiguous, and revocable”. Data subjects also need to be told about their right to withdraw consent.Example: Meet Amy Meyer. She lives in Germany, has a passion for interior design, and we’re going to use her as an example throughout this post. If Amy downloads an ebook from The Paint Company to research what colours she can combine for the decoration of her new house, The Paint Company will need to make sure that they explain to Amy how they’re going to use her data.For instance, if The Paint Company is planning to track Amy’s usage of its website, wants to send her more information via email, or is planning to share it with their affiliates outside the EU, they need to communicate that clearly and Amy needs to consent to that use. It won’t be sufficient for The Paint Company to pre-tick the box on a form to send information to Amy by email, as ‘opt-out consent’ will no longer be permitted under the GDPR.Importantly, if The Paint Company decides they want to use Amy’s data for a new purpose at any point during the relationship, they’ll need consent from Amy to use the data for that new purpose. So while it’s clearly important to be transparent at the time of collection, it’s important that organizations remain open and transparent throughout the marketing process, and in terms of how it manages personal data after the relationship has ended.Data MinimisationWhen an organization is collecting data from an individual in order to convert a website visitor into a lead, they must remember that, under the GDPR, they are only permitted to collect data that is adequate, relevant, and limited to what is necessary for the intended purpose of collection. Data collected by the organization which is deemed unnecessary or excessive will constitute a breach of the GDPR.Example: The Paint Company created a landing page for prospects like Amy to download an ebook on living room colour schemes. Before Amy can download the ebook, she will need to complete the fields created by The Paint Company. It’s reasonable that they might want to collect her name, email address and even details about the project Amy is about to undertake. However, if they were to attempt to collect information about Amy’s family (for example, if she is married or how many children she has) or her health, this would be excessive as that data should not be required by a painting and decorating company.Stage 2 – Data Storage and ProcessingPurpose and Usage Limitationorganizations can only use the data collected and stored by them for specified, explicit, and legitimate purposes. They’re not allowed to use it in any way that would be incompatible with the intended purpose for which it was collected. Also, if they plan to transfer or share the data with another company, they need to ensure they have consent from the person to do so.Example: After Amy Meyer has downloaded the ebook from The Paint Company, Amy decides that she wants to enroll in an online course to learn more about painting and decorating. If the online course is being run by a third party training company on behalf of The Paint Company, they, The Paint Company will need to ensure that the training company have Amy’s consent to use the data. In addition, the training company will not be able to use the data for any other purpose other than the purposes Amy consented to.SecurityOnce data is collected, the organization needs to ensure it is stored in a secure manner and in accordance with the Security provisions of the GDPR. This means they must use “appropriate technical and organizational security measures” to protect personal data against unauthorised processing and accidental loss, disclosure, access, destruction, or alteration. Depending on the type of data collected and the ways it is being used, companies may need to consider encrypting the data, using pseudonymization or anonymization methods to protect it or segregating the data from other data in their systems.Example: Now that Amy Meyer’s data is stored in The Paint Company’s systems, it is the responsibility of The Paint Company to ensure it is kept safe and secure. Before collecting the data, The Paint Company should have assessed the types of data they planned to collect and work with their security team to ensure that it meets the standards of the GDPR.These standards will differ depending on the kinds of data collected (for instance, security standards will be higher for sensitive data, biometric data or data about children) and how they’ll use that data. Only employees who need to access that data for the intended purpose have access to it and contracts with any vendors touching that data contain the relevant security protections.AccuracyPeople will now be able to ask organizations at any time to correct or update their data if the information is no longer accurate.Example: Amy Meyer has bought some paint from The Paint Company and has also signed up to their loyalty program to receive discounts and new design ideas via email. Amy has moved to a new email service provider and wants The Paint Company to update her data so she receives emails to her new email address.AccountabilityThe organization is responsible for ensuring they comply with their obligations under the GDPR. Not only will they need to keep records to prove compliance (for instance, records of consent for all of the data collected), they’ll also need to ensure they have policies in place governing the collection and use of that data.They may need to appoint a data protection officer (DPO) and they’ll also need to ensure they implement a ‘Privacy by Design/Default’ policy, to ensure they’re systematically considering the potential impact that a project or initiative might have on the privacy of individuals. Controllers will have to ensure their vendor contracts are updated so that they include the necessary provisions to protect the data being processed by those vendors on their behalf.Example: The Paint Company decides to run a marketing campaign targeting people like Amy, offering a place at an interior design webinar run by a third party training company. Before running the campaign, The Paint Company will need to ensure their system has the capability to not only obtain Amy’s and the other participant’s consent to all uses of their data (including sharing it with the third party), but also to record that consent. They will also need policies about how they will use that data, and ensure the contract with the training company includes the necessary provisions required in Processor contracts under Article 28 of the GDPR.Want to find out more about GDPR? Check out our GDPR guide here.Stage 3 – End of the RelationshipRetentionorganizations may only hold on to personal data for as long as is necessary to fulfill the intended purpose of collection. So if the relationship is terminated for any reason, they need to ensure they have a data retention policy in place which outlines how long they will retain that individual’s data for and the business justification for holding on to the data for that specified period.In drafting their retention policies, organizations will need to consider whether there is any law or regulation which obliges them to hold on to some of that data for specified periods. For example, they may need to retain some financial data for auditing purposes by law. While this is permitted, it should be outlined clearly in their retention policy and made clear to Amy. Again, the principle of transparency is important, even at this stage in the relationship.Example: After ordering supplies from The Paint Company and decorating her home, Amy no longer requires the services of The Paint Company and closes her account with them. The Paint Company will need to ensure they comply with their own data retention policy if they want to hold on to any of Amy’s data after her account is closed.DeletionIf the individual requests at any time that their data should be deleted, the data controller has to comply with that request and confirm the deletion, not only from their own systems but from any downward vendors’ systems who were processing that data on behalf of the organization.Example: After ordering supplies from The Paint Company, Amy has now found out about a competitor that is offering better products and wants her data to be deleted from The Paint Company’s database. She sends an email to request the deletion and the company follows up quickly with the confirmation of her deletion. The company should ensure that Amy’s data is also removed from it’s vendor’s databases.Why Marketers Should Welcome the GDPRThere’s lots that organizations must do to ensure they comply with the GDPR, but we welcome it. In fact, we see three big changes coming that will boost the marketing industry:1) People’s attention will be treated with the respect it deserves.For marketers to succeed when the GDPR comes into force, they’re going to have to focus on providing even more value to customers. This means the job of a marketer is going to get more difficult. They will have to work hard (really hard) to attract consumers and earn the right to speak with people. But they should — attention is a valuable commodity, and in truth it’s been abused by marketers over the years.2) Greater transparency between people and the companies that hold their data.If the GDPR is successful it will provide greater transparency and control to EU citizens over how their data is being used by organizations. Transparency is key. Today, few people see the benefits of sharing data, but they often do because they want to use a service or product. Forcing companies that collect data to become transparent means they will need to communicate and provide value to the person. We expect greater communication and transparency around data collection will lead to better understanding about why people should share data.3) A higher bar for marketers has been set.Let’s not fool ourselves — the GDPR is going to (forcibly) raise the bar for marketers. Tactics which don’t have GDPR-compliant consent mechanisms built in will be consigned to the history books. This means marketers will need fresh thinking and have to innovate. The end result is that to succeed in this new reality and comply with the GDPR, we’re going to see better, more creative and thoughtful marketing.We see the GDPR as a watershed moment for the marketing industry. It’s rightly causing many organizations to rethink how they approach marketing, but it’s also a huge opportunity for businesses to articulate the importance of people sharing their data and how it leads to greater personalization, better products and services, and a more efficient data economy. For too long businesses have remained silent on this issue. A discussion is long overdue and we’re excited to help shape it. Disclaimer: This blog post is not legal advice for your company to use in complying with EU data privacy laws like the GDPR. Instead, it provides background information to help you better understand the GDPR. This legal information is not the same as legal advice, where an attorney applies the law to your specific circumstances, so we insist that you consult an attorney if you’d like advice on your interpretation of this information or its accuracy.In a nutshell, you may not rely on this as legal advice, or as a recommendation of any particular legal understanding.If you’re a marketer, we expect you’ve heard about the General Data Privacy Regulation (GDPR) coming into force on 25 May 2018. The legislation will have a big impact on the way marketers approach their work and how organizations obtain, store, manage or process the personal data of EU citizens. This post will give some specific examples of what will change, how we’re thinking about it at HubSpot and the wider industry.Unlock tips, systems & recommended resources to stay ahead of the tech curve.To start, we want to highlight research carried out by the HubSpot team, and unfortunately it’s not good news. Just 36% of marketers have heard of GDPR, while 15% of companies have done nothing, and are at risk of non-compliance. We would go as far to say there’s a worrying lack of action, and most companies are not ready for the GDPR. However, we’re optimistic this blog post will act as a conversation starter and inspire action within the industry.There are two important parts of the Regulation that we want to highlight. First up, even if you’re based outside of the EU but you control or process the data of EU citizens, the GDPR will apply to you. Secondly, the potential penalties for falling foul of GDPR are going to be severe. Depending on the type of violation, companies will incur fines of up to €20 million or 4% of their global annual revenue (whichever is greater). These big penalties show that the regulators mean business and companies cannot afford to ignore the legislation.On a more upbeat note, we think the legislation is a positive step. It’s an opportunity for good marketers to continue doing positive work in a way that puts people and their concerns at the forefront. It also means marketers will have to work harder to earn attention and gain the right to communicate with people on an ongoing basis.But hard work won’t be enough: marketers will be forced to up their game and become more creative if they want to succeed. Again, we don’t see that as a bad outcome at all. Anything that gives more power to consumers and makes marketers get better is to be welcomed.But those companies which have put their own needs ahead of consumers and indulged in shady or outbound tactics are in for a shock. Their world is going to change dramatically as the GDPR will hasten the demise of marketing tactics like buying lists, cold emailing and spam.Not only are these tactics outdated, they provide a poor experience for the recipient and they’re becoming less and less effective by the day. Inbound marketing has always been the antithesis to these tactics — it puts the consumer first and attracts them with valuable content. But now, via regulation, others are going to have to adapt their marketing playbook.Are you GDPR ready? Check out our GDPR checklist.What impact will the GDPR have on my marketing activities?You may be asking yourself, “where should I start with GDPR?”. There’s a lot to digest when it comes to the new Regulation so, to help you out, we’ve created a dedicated GDPR web page with a tonne of information about the GDPR, including what it is, why it came about, a glossary of terms and the most important of the changes the GDPR brings to EU data privacy legislation.With that covered, we’re now going to work our way through the inbound marketing methodology and look at the GDPR principles you should consider at the various stages of the inbound marketing methodology: Don’t forget to share this post!
Technical SEO Topics: Originally published Jul 30, 2018 8:00:00 PM, updated July 31 2018 So, you’ve developed an amazing site. You’ve put together some seriously valuable content, iterated on the design, and gathered a ton of feedback. Now, you’re finally feeling ready to share it with the world.And as soon as you publish your new site for the world to see, all of your content will immediately start showing up in Google, right?Well, maybe. It takes a little more than just hitting the publish button. To get your site listed on search results, Google needs to “crawl” and “index” your content. This happens automatically over periods of days or weeks, but if you’re a site owner, you can manually submit your site to Google and accelerate this process.There are two ways to do this. But first, let’s briefly explore how Google crawls and indexes your website content.Access Now: 22 SEO Myths to Leave Behind This YearHow Google Finds Your ContentGoogle, in its own words, uses a huge set of computers to crawl billions of pages on the web. This crawler, called the Googlebot, essentially begins with a list of web page URLs generated from previous crawls and then augments those pages with sitemap data provided within Google Search Console. During the crawling process, the Googlebot — also known as a “spider” — looks for new sites, updates to existing pages, and any broken links.If new pages are within your sitemap, Google will discover them and crawl the content and then potentially list the page within search results based on its evaluation of 200+ criteria.Once the crawling process is complete, all of the results are fed into Google’s index, and any new sites or updated content will be listed accordingly. During the processing of results, Google looks at information on your page such as title tags, meta description, alt tags, and more. If you have dynamic content on a page, the Googlebot may not be able to read it and will crawl the default version — it’s recommended that your default version is optimized for search.As a result of Google’s crawling, you may never need to submit your website as it will be discovered automatically. The downside to this approach has always been that it’s reliant on Google’s timeframe to crawl and index your site content, which may not happen as quickly as you would like.Want to check if a particular site is listed in Google? Just begin your search with “Site:Sitename.com.” For example, here’s what is displayed in Google for HubSpot.com:If no content is indexed yet for a site, Google will let you know that your search did not match any results.If no content is found, your next step should be to create a sitemap that can be submitted to Google.If you want more information about how to create a sitemap, take a look at this post.(HubSpot customers: Your sitemap is automatically generated and maintained. Simply go to yourdomain.com/sitemap.xml to see it.)How Long Does It Take for Google to Index Content?My former colleague Casey Henry wondered this very question and ran a test to see how long it took Yahoo! and Google to crawl and index content. The results? Well, they were staggering.When publishing content without manually submitting an updated sitemap, Henry found that it took Google 1,375 minutes to crawl, while Yahoo took 1,773 minutes. To put those numbers into perspective, that’s roughly a full-day just to crawl your content.Source: MozOn the other hand, if you’re launching a new website, or adding a number of new pages to an existing domain, it may be worth submitting an updated sitemap. According to the same study, Henry found that after submitting an updated sitemap, the average time it took for a bot to visit the page was 14 minutes, compared to Yahoo!’s 245 minutes. In other words, your new page can start generating organic traffic and conversions on the same day.Source: MozHow Do I Submit My Site to Google?To submit your website to Google, you can either add an updated sitemap to your Google account, or submit an indexing request for the desired URL through Fetch as Google. Both processes require site owners to register with Google Search Console.Here are the specifics of each option:If you have a brand new site …If you’re launching a website for the first time, you should first verify you own the site within Google Search Console. Then, submit it here — select the “submit a sitemap” option once you land on this page.If you have an existing site and are launching new pages …With a web domain already launched, you can still submit new pages for Google to index and rank them accordingly. Anyone used to be able to do this with a page they wanted crawled, whether they owned the page or not. Now, just as you would when launching a brand new website, you must be the URL’s owner to ask Google to re-crawl it.If you own a webpage you’d like Google to re-crawl, you can do a few different things:Submit an Updated SitemapFirst, you can submit an updated sitemap to ensure it gets listed as quickly as possible. To submit an updated sitemap, log in to Google Search Console and select “Add a Property.”Once you’re there, you can submit your updated sitemap for Google so it can begin crawling it as soon as possible.Fetch as GoogleFetch as Google allows you to view webpages on your site as Google sees them. As a site owner, you can also use this tool to reindex individual URLs once you’ve fetched them. To do this, log into Google Search Console and select the property you have currently listed with Google.Along the lefthand sidebar, select Crawl > Fetch as Google, as shown below:This will pull up a table where you can enter a URL path following your domain name, and “Fetch” this particular webpage on your website. See what this looks like below:As you can see above, two sample Fetch requests have been listed below the Fetch bar. The status of these fetches is “Partial,” but once these fetches are complete, Google will assess their eligibility for reindexing. If the URL you’ve fetched qualifies, you’ll see a “Request Indexing” option appear where the red box is in the screenshot above. Select this option, and Google will begin the process of re-crawling and reindexing this webpage.As stated earlier in this article, indexing requests can take anywhere from a day to a couple of weeks to complete. So, check your Fetch as Google table periodically to see the status of your active indexing requests.Based on the above instructions, you may be wondering if you need to submit an updated sitemap or indexing request every time you publish a new page. If you’re updating critically important content that you’d like Google to recognize quickly, you certainly could do so. But keep in mind Google also re-crawls pages on its own, and it’s ok to let this process work in the background as you regularly create and update your content. Don’t forget to share this post!
Creating Your TV Ad TV Ads What’s a TV ad? TV Ad Terms History of TV AdvertisingTV advertising has changed drastically since 1941 when the first commercial for Bulova Watch Company aired. The ten-second ad cost less than $10 to create and was seen by 4,000 people on WNBT, a local channel in New York. It was aired during a baseball game — the Brooklyn Dodgers vs. the Philadelphia Phillies.Since then, TV ads have seen drastic changes, both in content and culture. Here’s a brief overview of the history of TV ads.TV Ads in the 1950s: Sponsored ProgramsTV took a break during WWII. But after the war, over a third of US households owned a TV. Companies took advantage of the boost in viewership with sponsored programs, which is when a brand pays for shows to exclusively showcase their products or air their commercials.Wonder Bread and Cheerios were presented during shows like Howdy Doody and The Lone Ranger. Some companies were even part of program names, like The Colgate Comedy Hour and Texaco Star Theater.TV Ads in the 1960s: Rules and RegulationsAdvertising was everywhere, but it was hardly regulated. Sponsored programs put a lot of creative power in the hands of brands, and programs and networks were resigned to follow suit.It wasn’t until NBC’s Sylvester “Pat” Weaver introduced what was known as the “Magazine Concept” for TV commercials. Advertisers could purchase time blocks (around one to two minutes) during which their advertisement would air, and multiple brands could advertise during one program … much like in a magazine. In turn, programs and networks gained back creative control, and TV advertising morphed into how we know it today.This change diversified advertisements and forced brands to become more creative in order to stand out. TV ads became more entertaining, viewers looked forward to commercial breaks, and networks had no problem selling ad space. In 1961, the Committee of Advertising Practice was formed.The 60s also saw a rise in jingles, a short slogan sung during an ad. Brands like Slinky, Rice-a-Roni, and Dr. Pepper advertised with short, memorable songs.TV Ads in the 1970s: Defining AudiencesTV advertising in the 1970s was all about recognizing, experimenting with, and regulating audiences. Some brands were bold, such as Winston Cigarettes using the G-rated Flintstones characters to promote their products. Other brands were subtle, like when Gilbey’s Gin hid the word “sex” in its ads. (The latter was a print campaign, but plenty other brands applied this to TV.)The Federal Trade Commission (FTC) outlawed subliminal messaging in 1974 as deceptive advertising. As for the bolder brands, they soon learned that targeting their messages to the right audience was the better, more profitable practice. Tootsie Roll used animated characters like Mr. Owl to advertise to kids. Folgers featured a married, suburban couple to promote their coffee. Bounty targeted restaurateurs and food lovers with their microwave-specific towels.In turn, companies that advertised to the right audiences and on the right channels had a stronger, more memorable message. TV Ads in the 1980s and 1990s: Super Bowl and StorytellingThe 1980s introduced one of the biggest annual phenomena in TV advertising: the Super Bowl. Because so many people tune in for the game, the four-hour window has become one of the most exciting (and expensive) times for commercials. In 2016, advertisers had to pay $5 million for a 30-second spot during Super Bowl 50.In 1979, Coca-Cola aired one of the most memorable Super Bowl ads to date. Hey Kid, Catch! featured Mean Joe Greene, a defensive lineman for the Pittsburgh Steelers, taking a Coke from a boy and tossing him his jersey in exchange.It was impactful for a couple reasons: one, it was aired soon after the Civil Rights Movement, and featuring Greene was a major step towards equality and diversity in advertising; two, it didn’t promise anything special. It was simply an injured ballplayer downing a tasty drink that improved his mood. That was enough for Coca-Cola, though, as the ad improved the company’s brand awareness and partnership with the Steelers.The 80s and 90s were also all about storytelling in advertisements. Apple’s “1984” TV ad introducing their new Macintosh remains one of the most popular TV ads and introduced the slogan “Think Different,” which the brand still uses to this day.Lots of other companies followed this storytelling model, too. Eggo Waffles featured a little boy with a big invention, Super Soaker empowered two teens to crash a pool party, and McDonald’s told the tale of a little girl at her piano recital.The 90s also saw the introduction of popular actors and celebrities as spokespeople in TV ads, such as Brad Pitt in a Levi Jeans ad. This paved the way for brand endorsements.In 1999, TiVO came on the scene and changed TV advertising forever.TV Ads in the 2000s:With the introduction of TiVO and DVRs, consumers became accustomed to skipping over TV ads. Companies and brands fought to create more creative advertisements to counteract this, but that didn’t always help.Product placement was also revived. Friends mentioned Pottery Barn and Oreo, Sex and the City featured Apple’s MacBook, and The Office highlights Staples as Dunder-Mifflin’s biggest competitor.Today, streaming TV is advertising’s biggest competitor. We’ll talk more about TV ads in 2018 below.Pros and Cons of TV AdsLike any marketing method, there are benefits and drawbacks to TV ads. You should ultimately base your decision on your own resources and advertising goals, but these factors are important to consider, too.Pros of TV AdsTV ads provide a multi-sensory ad experience. Viewers hear, see, and read your advertisement, meaning they digest the information (and the feelings it provokes) in many different ways.TV ads have a wide reach. TV as a medium also has deep penetration. These terms basically mean lots of people see TV ads … but we explain reach and penetration in the following section.TV ads are impactful. They reach your audience when they’re attentive and focused.TV ads allow your brand to establish a brand identity and expand your brand awareness. They give you a chance to be creative and attach a personality to your company or product.Cons of TV AdsTV ads are expensive, more expensive than any other marketing medium. Networks charge for airtime, and hiring writers, actors, producers, and editors can add up, too.TV ads are hard to change. Unlike display ads, social media posts, or even print ads, you can’t hop in and change a TV ad without shooting a new ad or at least contacting the network. If you do choose to change anything, it’ll cost you more money.TV ads are avoidable. Although your audience is attentive and focused while watching TV, they might choose to skip over or ignore the commercials. Also, with technology like DVR and streaming on Netflix and Hulu, TV ads can be entirely eliminated if a viewer so chooses.TV ads can’t be targeted like other marketing channels. You can, however, choose to run your ad on channels and during day-parts that reach your audience. If you sell products for stay-at-home moms, you might run your ad during the day; if you’re advertising a service for working parents, you might run it during nighttime programs.TV Advertising TermsLike any niche industry, TV advertising has its own slew of terms, some of which you’re probably unfamiliar. Below you’ll find some common terms used in TV advertising and campaigns.ReachReach is the number of individual people who watch a program during a specific time period.PenetrationPenetration is the number of households who own a TV or subscribe to cable.FrequencyFrequency is the number of TV ads placed within a time period that viewers will see.ShareShare is the percentage of households or people who are viewing a TV ad at a specific time.Coverage MapA coverage map (or just coverage) represents the percentage of households or people receiving a particular broadcast signal within a geographic area.ImpressionsImpressions represent the number of households or people who will potentially see a TV ad.RatingRating is a percentage of total households who own TVs who are tuned into a program at a specific time. One percent of the population within a coverage area is equal to one point.Day-partA day-part is a set time period within which TV stations sell and segment their programs and ads. Most stations sell their time slots based on rating and day-part. The default day-parts (in EST) are:Early Morning — 5:00 to 9:00 amDaytime — 9:00 am to 3:00 pmEarly Fringe — 3:00 to 5:00 pmEarly News — 5:00 to 7:00 pmPrime Access — 7:00 to 8:00 pmPrime — 8:00 to 11:00 pm (Mon thru Sat) and 7:00 to 11:00 pm (Sunday)Late News — 11:00 to 11:30 pmLate Fringe — 11:30 to 2:00 amOvernight — 2:00 to 5:00 amSweepsSweeps refers to a time period (in February, May, July, and November) during which rating surveys are sent to local marketing to measure viewership.TV sweeps determine station ratings, which is why stations usually run their best programming during the first few weeks of each sweeps quarter.Gross Rating Points (GRP)Gross Rating Points represent the measurement of impressions as related to the number of targeted people in a campaign, without regard to repeated impressions. The formula is GRP = Rating x Frequency.For example, if a TV program has a rating of eight and an ad was run during four episodes, the ad campaign would have a GRP of 8 x 4 = 32.Run-Of-Schedule (ROS)A run-of-schedule campaign is when advertisers and agencies will pay for ads to run during any day-part and any show. Most ROS campaigns run overnight as these slots are rarely “sold out.”Cost Per Thousand (CPM)The cost per thousand is the cost to reach 1,000 people with a TV ad. CPM is a commonly-used measure of ad efficiency.Everything You Need to Know About TV AdsPlacing an advertisement on TV might not be for every business. It’s certainly a costly commitment that requires a variety of resources. But if you’re interested in how to run a TV ad for your company, we’ve covered the basics in this section.Positioning Your TV AdThe first step to creating and running a TV ad or ad campaign is positioning. Here are a few questions to ask.Who is my target audience?What TV channels do they watch and when?What TV shows on those channels do they watch?Consider these questions before you move forward in the process. These answers will guide other decisions you might make for your TV ad.Paying for a TV AdNext, let’s talk about money. TV ads are expensive — we all know that.But there isn’t one set cost for TV ads. Many factors play into the price, including channel, day-part, length of the TV ad, and how much it costs to produce the ad.The price also changes based on what kind of network on which you want to advertise.Advertising on Local TVLocal networks are specific to your location. They typically air on low-numbered channels (like 3 or 10) and feature local news, events, and more. Local brick-and-mortar businesses who target audiences in a specific geographic area will find it most cost-effective to advertise on local networks.The cost of a local TV spot varies but is typically between $200 and $1500 per 30-second ad.Broadcast / Cable TV AdBroadcast and cable TV aren’t synonymous. Broadcast television includes channels like ABC, NBC, CBS, and FOX (considered Primary Networks), and typically have local affiliates in each city. (Chicago’s ABC affiliate is WLS.)Cable television includes channels like The CW, USA, Discovery Channel, ESPN, and HGTV. Both networks require consumers to pay to access.Cable TV spots are tricky. Not everyone pays for cable (fewer now with TV streaming), but cable channels are more niched than others. This means that your audience will be targeted, albeit smaller than on other channels.The cost of cable TV ads vary greatly depending on the popularity of programs and day-part. AMC’s The Walking Dead averaged $400,000 per 30-second spot … but that’s probably because it was the most expensive program on cable TV. The season five premiere drew over 17 million viewers.Broadcast TV spot can either be extremely expensive or pretty reasonable, depending on the program or event. For example, the cost of a 30-second spot during The Big Bang Theory on CBS in 2015 was $344,827. On the other hand, companies paid $1.55 million for a 30-second spot during the 2015 NCAA Men’s Division I Basketball Championship Tournament … also on CBS.Estimating the Cost of Your TV AdLike I said above, TV ad costs vary. But with a little math and an understanding of the terms we defined above, you can roughly estimate what your ad might cost.Figure out how many people watch the program during which your ad might air. You can ask the network for Nielsen data to help with your research. Here are the broadcast TV networks in your area.Estimate the CPM of your intended program. The network probably won’t supplement this information, but you can estimate it by dividing the cost of one TV ad by the total viewership — data they should provide. As for the 2018/2019 season, the average CPM for national broadcast networks is $31.97.Determine how many spots you’d like to run during your campaign.Let’s say you wanted to run 12 spots during a six-week window on your local ABC affiliate during the evening news segment (the Prime Access day-part). The segment is watched by 45,000 people on average, and the CPM is $18.00. Here’s how you’d estimate the price of the ad campaign.Estimated TV Ad Cost = (# of spots) (# of viewers in thousands) (CPM) = (12) x (45) x (18) = $9,720Notice that this doesn’t include the cost of creating the ad itself. We’ll dive into this next.Creating a TV AdProducing a competitive, creative TV spot isn’t an easy feat. But what makes it possible is a thorough planning process (like with any advertising or marketing campaign).The following section is full of questions that’ll help you brainstorm and plan out your TV ad. Don’t skip ahead as previous questions might inspire other answers.1. What might stand in the way of your TV ad?By this question we mean: Why would your ad not be successful? Just because TV advertising isn’t the promotional powerhouse it once was doesn’t mean it can’t still be effective.As a marketer, you just have to be aware of and plan around the initial roadblocks.The first, most obvious roadblock is DVR, TiVO, and other TV technologies. While you can’t control how people choose to watch TV, you can prepare yourself — and your budget — to not reach the viewership numbers for which you’d hoped. Instead of projecting a specific number, try shooting for a goal range.Secondly, people get distracted. We’re humans. We have the attention span of a goldfish … which is kind of sad if you think about it. (Op, already forgotten!) Anyway, we get distracted easily, which means you as a marketer need to come up with funnier, more creative ways to keep viewers attentive. Do so, and we might watch through the commercial breaks.Lastly, advertising burnout is a real thing. Consumers are bombarded with thousands of advertisements throughout their day … how can you make your TV spot not like the others? Try borrowing from those 80s and 90s ad producers and tell a story in your ad. Better yet, focus on features and benefits, not tacky sales tactics.Don’t let these roadblocks dissuade you. TV spots can still be effective; we’re just equipping you to build the most effective TV ad strategy possible.2. How long do you have for your TV ad?At this point, you should know which networks and programs during which your TV ad will air. But how long is the commercial you’re paying for? How long do you have to grab attention and share your call-to-action? Keep this length in mind as you plan your spot.Don’t be tempted to go over time, even just by a few seconds. It’s not worth it — your ad will be cut and your brand will look unprofessional.3. What’s the big idea or purpose of your TV ad?When planning your spot, start small: What’s the big idea of your TV ad? TV ads give you a handful of seconds to convince, inform, entertain, impact, or humor your audience. Jot down the purpose of your ad, or at least what you’d like your audience to take away.Advertising your new product? Announcing a new location? Introducing a brand partnership? Simply trying to get your name out there? Whatever it is, jot it down. Next, consider how you want your big idea to make your audience feel. The emotion your TV ad provokes will be just as (if not more) memorable than the message it sends.Focusing on your ad’s big idea and emotional experience will make it impactful for your audience. TV advertising is an expensive, competitive field. You can’t afford (literally) not to stand out.Every idea needs something that’ll make it pop! How are you going to do that with your spot?4. What will viewers hear during your TV ad?TV ads are multi-sensory experiences. That means viewers should understand what your ad is about whether they’re watching it or listening to it from the other room.Video scriptwriting is much different than any other type of writing. Scripts need to be informative, entertaining and convincing while remaining short and snappy. Whether your script is what your characters will say to each other or represents what a narrator might read, commercials give you a limited time frame to get your objective across. Start with your big idea (as defined above) and work from there. Remember the emotional experience you want to convey, and weave that into your writing.Now, read your script out loud. Role-play with a teammate. Trim any excess content you don’t need. We also recommend writing scripts in Google Docs for easy collaboration with other team members.Lastly, consider what music you want in your commercial, if any.5. What will consumers see in your TV ad?TV ads are so effective because they’re so entertaining … and because the best ones keep viewers around after their program has stopped for a commercial break. Your ad doesn’t have to be synonymous to a TV show, but it should be similarly engaging and visually stimulating.What or who you include in your spot will depend on your big idea and your target audience. If you’re promoting a new product or business location, you’ll definitely need to show those images or video at some point.Plenty of great TV ads have been made with gorgeous visuals alone (like Apple’s “Shot on iPhone” commercial), but featuring people can help your viewers relate to your brand. Better yet, if viewers see people similar to them in your spot, they might be able to visualize themselves using your product or service, too. So, if you choose to use people in your TV ad, try using actors that fall into your target audience.6. How will you create your TV ad?This question depends on your resources, but hiring a production company should be considered by businesses of all sizes and budgets. If you want to your TV to look professional, you need professionals to create it.If you simply can’t afford a production company, it’s possible to produce your commercial in-house. Gather scriptwriters, videographers, actors, and designers to get the job done, or consider hiring out a freelancer or specialized contractor to help out.7. What’s the CTA in your TV ad?The CTA in your TV ad is similar to your big idea, but it should be much more specific. Is your ad introducing a new product? What do you want your audience to do once they see your ad?Surely not simply think, “Huh. Neat product.”No, you want them to take action. Do you want them to buy the product? Visit the product landing page? Share the product on social media? Enter a contest to win the product? Whatever you want your audience to do, include clear directions (both audibly and visibly) for your viewers to follow.8. How will customers engage with your TV ad? How will you measure this engagement?The last step in planning your ad is figuring out how your viewers will become visitors, leads, and customers — and how you will track this. Consider how you’ll equip your audience to engage with your TV ad and further research your product, service, or brand.One way to engage your audience and measure your campaign effect is by providing a vanity URL, which is a simple URL customized for your ad. Short URLs work best because they’re easy to share, use, and remember, especially for offline marketing like TV ads. You can get a vanity URL on sites like Hover and GoDaddy or can just be a page added to your main URL.For example, if McDonald’s was advertising a new milkshake, they might create a vanity URL for their TV ad campaign like mcdonalds.com/new-milkshake. It’s easy to remember for viewers and easy to track for marketers.You can also create a phone number specific to your TV ad campaign. 1-800 numbers are trackable — that’s why you see so many on TV ads. Software like CallRail can help you do this. This option is less popular now, though, as the internet has become such a popular research and engagement tool.Keep an eye on marketing and sales metrics during the span of your TV ad campaign. While you can’t pinpoint direct leads or customers from your campaign in this way, you can at least track a general peak (or valley) effect from your TV ads. Keep an eye on other reasons for increased or decreased sales, such as other marketing efforts or specific seasons.Lastly, set up a filter to track social mentions, press mentions, and general online chatter about your brand or commercial. Consider giving your commercial a specific title and hashtag to make it easier for your audience to talk about it. Don’t forget to upload your TV ad to YouTube and Vimeo to give your viewers a chance to rewatch and share it on social.TV Advertising in 2018In 2014, Netflix’s CPO announced that we were entering an era of “no more commercials.” While the TV advertising landscape has certainly changed, commercials are still alive and well in today’s marketing environment — four years later.But he did have a point. Netflix and other streaming services have altered how we view and create commercials. While Netflix itself won’t be adding commercials (except for other Netflix shows), streaming services like Hulu and Sling TV show commercials before and between their programs.Running ads on Hulu are less expensive than on their co-owner NBC, but they’re still pricier than network TV.The difference with services like Hulu? Consumers have to watch the commercials … unless they invest in a more expensive streaming plan.If you’re interested, here’s how to reach the streaming-only audiences with Hulu commercials and Sling TV commercials.Over to YouA lot of work goes into creating that sensation we’ve called the 30-second TV ad. Is it worth it? If you put in the research, target the right audience, and measure your campaign, it certainly can be. The same goes with marketing on any other media. TV advertising may be new to you, but it’s certainly not out of reach. Take a look at your local networks and dip your toe into the world of TV ads. History of TV Ads Just do it.Think different.Breakfast of champions.Where’s the beef?Got milk?Taste the rainbow.The six phrases above feature no more than three words. But I’d bet you could tell me which brand each phrase belongs to.The above slogans aren’t only popular quotes from advertisements, they’re also defining phrases for brands. They inspire case studies, jokes, and Halloween costumes. They’re pillars of our advertising society … and they all came from TV.Download Now: Free Ad Campaign Planning KitAuthor Ray Bradbury once said, “The average TV commercial of 60 seconds has 120 half-second clips in it or one-third of a second. We bombard people with sensation. That substitutes for thinking.”It doesn’t take long for consumers to feel, for them to sense something. That’s why these slogans — and many others — aren’t more than a few words.And that’s why TV commercials, despite their evolution over the last 60 years, are still one of the most effective — albeit most fleeting — marketing strategies.The following guide will acquaint you with the TV advertising industry and equip you with the tools needed to run your own TV ad. Keep reading to learn more, or use the chapter links below to jump ahead. Pros and Cons of TV Ads TV ads are short programs developed and paid for by companies and organizations. They’re also referred to as commercials or spots. TV ads typically convey a message that promotes a brand, sells a product or service, or advocates for an idea or position. Paying for Your TV Ad Originally published Nov 7, 2018 7:00:00 AM, updated July 16 2019 Topics: Measuring Your TV Ad
Transfers Wenger denies Arsenal bid for West Brom defender Evans Jamie Smith 04:49 1/8/18 FacebookTwitterRedditcopy Comments(0) Getty Images Transfers Arsenal Arsenal v Chelsea PAS Giannina Premier League Super League 1 Arsène Wenger West Bromwich Albion Manchester City The Gunners boss is keen to make moves in the January transfer window, but has not made an approach for the former Man Utd centre-half Arsene Wenger denied Arsenal are close to welcoming another new face to the Emirates Stadium following reports he is keen on a move for West Brom centre-back Jonny Evans.Evans, a long-term reported Arsenal target, continues to be linked with leaving West Brom, who have not won in the Premier League since August.Arsenal have already bolstered their defensive options in the January transfer window by bringing in Greek centre-back Konstantinos Mavropanos from PAS Giannina, although Wenger has suggested the 20-year-old could be sent out on loan. Article continues below Editors’ Picks Lyon treble & England heartbreak: The full story behind Lucy Bronze’s dramatic 2019 Liverpool v Man City is now the league’s biggest rivalry and the bitterness is growing Megan Rapinoe: Born & brilliant in the U.S.A. A Liverpool legend in the making: Behind Virgil van Dijk’s remarkable rise to world’s best player And Wenger, whose side were knocked out of the FA Cup by Nottingham Forest on Sunday, claims Arsenal are not closing in on Evans, who has also been linked with Manchester City.”No, I cannot give you any news on any transfer because we are not close to signing anybody,” the Frenchman said in his post-match press conference.”We signed a Greek boy [Mavropanos] who looks quite good in training but, apart from that, we have not done anything.”Will we be out there to do something? Yes, we will.”Wenger had to watch from the stands due a three-match touchline ban as holders Arsenal were dumped out of the FA Cup in the third round for the first time in his 22-year reign.But the 68-year-old denied his absence from the dugout was a factor as managerless Forest completed a famous 4-2 victory at the City Ground.”No, I wouldn’t say that,” said Wenger, whose seven titles make him the FA Cup’s most successful manager. “I just think that we were not good enough anywhere, not at the front and not in the middle or at the back.”We paid for it and they looked sharper, had more chances and that’s all I can say. Nottingham Forest had an outstanding performance today. We couldn’t fault any individual performance from Forest today.”It hurts very much. We’ve won the FA Cup three times in the last four years. On the other end, we don’t win the FA Cup every year. It’s a difficult competition to win. Of course, it hurts very much to go out in the third round.”On having to watch the game from the City Ground’s directors’ box, Wenger added: “Bad. I hate it.”
Premier League Manchester United vs Huddersfield: TV channel, stream, kick-off time, odds & match preview Ryan Kelly Last updated 1 year ago 16:05 2/3/18 FacebookTwitterRedditcopy Comments(1) Getty Premier League Manchester United Manchester United v Huddersfield Town Huddersfield Town Jose Mourinho hopes his side will serve up a Red Devils victory as a tribute to the victims of the Munich air disaster Manchester United will look to bounce back from their disappointing defeat to Tottenham when they host Huddersfield Town at Old Trafford on Saturday.The Red Devils were soundly beaten by Mauricio Pochettino’s side at Wembley on Wednesday, picking up their fourth league defeat of the season in a 2-0 turnover.In Huddersfield, they come up against another side who has punished them this season, the Terriers having won 2-1 in the corresponding fixture back in October. Article continues below Editors’ Picks Lyon treble & England heartbreak: The full story behind Lucy Bronze’s dramatic 2019 Liverpool v Man City is now the league’s biggest rivalry and the bitterness is growing Megan Rapinoe: Born & brilliant in the U.S.A. A Liverpool legend in the making: Behind Virgil van Dijk’s remarkable rise to world’s best player While revenge and a desire to bounce back will be on their mind, it will also be a solemn occasion for the club as they commemorate the 60th anniversary of the Munich air disaster. Game Manchester United vs Huddersfield Town Date Saturday, February 3 Time 15:00 GMT / 10:00 ET Stream (US only) fuboTV (7-day free trial) TV CHANNEL & LIVE STREAM In the United States (US), the game can be watched live and on-demand with fuboTV (7-day free trial). New users can sign up for a free seven-day trial of the live sports streaming service, which can be accessed via iOS, Android, Chromecast, Amazon Fire TV, Roku and Apple TV as well as on a web browser. US TV channel Online stream NBCSN fuboTV In the United Kingdom (UK), the game cannot be watched live on TV due to the fact that it falls within the blackout period, but it can be followed live with Goal here. UK TV channel Online stream N/A N/A SQUADS & TEAM NEWS Position Man Utd players Goalkeepers De Gea, Romero, Joel Castro Defenders Lindelof, Jones, Rojo, Smalling, Shaw, Valencia, Darmian Midfielders Pogba, Mata, Lingard, Carrick, Young, Herrera, Fellaini, Matic, McTominay, Gomes Forwards Sanchez, Lukaku, Martial, Rashford Eric Bailly and Zlatan Ibrahimovic are both unavailable as they continue to recover from groin and knee issues, respectively. Marouane Fellaini will miss out after suffering a knee injury in the mid-week match against Spurs, while Daley Blind could be in line for a return.Potential Man Utd starting XI: De Gea; Valencia, Jones, Smalling, Young; Pogba, Matic, Lingard; Martial, Sanchez, Lukaku Position Huddersfield players Goalkeepers Lossl, Coleman, Green Defenders Smith, Malone, Kongolo, Lowe, Jorgensen, Schindler, Hadergjonaj, Hefele Midfielders Whitehead, Hogg, Scannell, Billing, Mooy, Sabiri, Van La Parra, Pritchard, Ince, O’Brien Forwards Depoitre, Quaner, Mounie Huddersfield will be without a number of players for the game, with Danny Williams among those expected to miss out.The Terrier will also have to make do without two long-term absentees in the form of Jon Stankovic and Elias Kachunga.Potential Huddersfield Town starting XI: Lossl; Kongolo, Schindler, Jorgensen, Lowe, Hadergjonaj; Hogg, Billing, Mooy; Depoitre, Mounie.BETTING & MATCH ODDS Manchester United are heavy favourites according to dabblebet, who price the Red Devils at 1/6 to win. Huddersfield are rated 18/1 bets, while a draw is available at 13/2.Click here to see all of dabblebet’s offers for the game, including goalscoring markets, correct score predictions and more.GAME PREVIEW Jose Mourinho is hopeful that his players will rise to the occasion against Huddersfield on Saturday as Manchester United honour those who lost their lives in the Munich air disaster.The club is getting ready to mark the 60th anniversary of the tragedy and there will be a minute’s silence ahead of the game against the Terriers.”I think it should affect [the players] in a positive way,” Mourinho told MUTV.”If we believe they are watching the match I think it’s one more reason for a happy day and for a good performance and a manifestation of United colours.”So yes, of course a minute of silence for them and for the families, but I think they would love happiness, joy, a Manchester United victory, points, goals… I think they would love that.”A Man United victory may not be so straightforward, however, considering Huddersfield upset the Red Devils already this season.Nevertheless, there will be a heightened appetite for glory, particularly in light of their capitulation against Spurs earlier in the week. Check out Goal’s Premier League 2019-20 fantasy football podcast for game tips, debate and rivalries.