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10 Effective Techniques to Improve Your Video Content

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10 Effective Techniques to Improve Your Video Content


1. What’s the point?

Don’t make a video for the sake of it.  Make a video because you have a very clear reason to do so.  Whether you’re a startup pitching for investment capital or a well-established brand making an expensive product video, you need to be doing the video for a very specific reason that you hope will lead to a very specific outcome.

Try spelling it out nice and clearly: ‘We’re making an explainer video to generate more investment leads’ or ‘We’re making a testimonial video to improve conversions.’  This will keep your production focused and help you measure your outcomes.  

2. Keep it short

Online video content is naturally geared towards shorter, snackable content.  You might like hearing the sound of your own voice in feature-length Hollywood style, but your customers are unlikely to watch anything longer than 60 seconds.  

Of course being succinct isn’t easy, so you might need some help from a script writer.  But whether you’re making a talking heads video or a whiteboard animation the goal is the same:  write it, edit and edit down some more.

3. Make different types of content

Don’t try to make a video that is your brand story, conference opener, culture video and employee onboarding tool all at once.  If you aren’t specific with your video goals and try to speak to different audiences all at once your video will be an expensive failure.  

It’s useful to segment the types of video you might need in terms of your customer journey or general marketing plan.  So top of the funnel films might be about awareness and engagement (explainers, brand films) and then later more naturally persuasive films (testimonials, product films) to help with conversion.

4. Use the right tools

You don’t necessarily need to use external agency resources to put together a compelling piece of video content.  There are some great free / inexpensive video editing tools available now that were previously only available to high end production companies https://www.tomsguide.com/uk/us/best-free-video-editing-software,review-5301.html

5. Shoot using tripod / external mic

Modern phones contain fantastic cameras and filming capabilities, so you don’t necessarily need to go buying special video cameras.  A tripod will really help to keep the picture stable – inexpensive to buy and easy to set up.  You also might consider a multi camera / phone setup – just keep rolling from a couple of different angles and then edit together after to keep things looking interesting.

One of the greatest improvements you can make to your filming setup is to invest in an external microphone.  Many are available from online electronic retailers and will offer you much better audio processing than you can get from your handset.  A simple lavalier or tie mic is ideal if you’re recording an interview / talking head piece.

6. Have a voiceover

A well written voiceover is powerful way to drive a video narrative.  Writing and editing the script will help you focus your core messaging, and can be recorded and edited cheaply and professionally on your phone / PC.  If you’re the best person to represent your brand then go ahead and record your own voice, if not then you can find lots of options of VO artists online on regular job posting sites.  Just make sure you’re clear about what usage rights you’re acquiring when you hire someone.

7. Music and sound design

Careful use of music and sound design can really boost the impact of your video.  Of course you can’t just go plunder any commercial track you fancy using, but if you look online you’ll find plenty of affordable royalty free tracks to use on your videos (premiumbeat.com is a good example).  Simple sound effects are also available free / cheap online, so experiment and have some fun with these.  

8. Consider Animation

Animation is a highly customisable tool that is perfectly suited to online video production.  So instead of filming an interview or more traditional piece of corporate video production you might want to think of animation.  

It’s quite a broad discipline, that might begin with a piece of simple character animation in an explainer video, and range right through to a complex CGI driven film with high end VFX techniques.  Unless you have the specific knowledge in-house, you’re probably going to need to partner with an animation studio, most of which have a particular speciality

9. Where is your audience?

It’s super important to know how your viewer will be watching your film.  If you’re thinking of doing a paid Instagram story then you’ll need to originate everything at 9.16.  In fact, vertical video is increasingly the norm on most mobile platforms.

However, if you’re a B2B marketeer then it’s likely your audience will be on their desktops consuming your content – perhaps as a promoted piece of LinkedIn content or and embedded video on your website.  In which case you’ll need your output to be 16.9 ratio.

Also remember to plan for audio off environments – so make sure you’re telling your story visually.  If the story depends on the spoken word then make sure you subtitle your films clearly.

10. Be authentic

Make a video that best reflects the story you want to tell.  This really isn’t about money.  If you are the best voice of your business (as we see so often in tech) then don’t be shy about putting yourself out there in your video content.  

Video is an incredibly powerful, persuasive medium – and authenticity shines through.  So enjoy making great video content and everyone will recognise and reward that.



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How is the Blockchain Shaping the Digital Marketing Automation Tools?

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How is the Blockchain Shaping the Digital Marketing Automation Tools?


It is no doubt that most of us are aware of what blockchain is and how it has shaped the future of digital marketing automation. If you are reading this article, then you might be wondering what exactly is the difference between blockchain and digital marketing automation?

What Exactly Is Blockchain? The blockchain is a decentralized ledger system that records transactions between two parties. A block stores information about previous transactions, so each block contains a link to its previous transaction’s record to prevent double-spending.

The users will have their copy of the record on their device so they can keep track of all the changes made in that particular chain by any member of the network.

The Blockchain Is Creating a New World

The blockchain is a new technology. It’s based on the idea of decentralization and peer-to-peer networks, which makes it different from traditional centralized systems. Blockchain technology uses a distributed ledger to store information, making it impossible for a hacker to modify the data stored on the network.

The blockchain can get used in many ways, including cryptocurrencies like Bitcoin or Ethereum. But it also has applications in other industries such as digital marketing automation tools where marketers need fast access to information about their customers or prospects without having to go through an intermediary (like Google Analytics).

Some companies have started using this technology as part of their product offerings by providing users with access to their data through APIs that they can use however they wish (for example: visualizing trends over time).

How Digital Marketing Automation Tools Work

Digital marketing automation tools work by task automation like sending emails, creating landing pages, and tracking the performance of your marketing campaigns. These tools can help you save time and money by automating tasks.

For example, let’s say you want to reach out to more leads on LinkedIn but you don’t have time to send them an email every day. With a digital marketing automation tool like HubSpot or Marketo, you can set up an autoresponder sequence that will send out emails automatically so all you have to do is check-in once in a while and make sure everything’s running smoothly.

Prepare for the Future of the Blockchain Marketing

As technology continues to evolve, the blockchain will play a pivotal role in digital marketing. This is because it offers a secure and reliable platform that marketers can use to communicate with their audience. In addition, it also provides better transparency than traditional marketing methods because of its decentralized nature.

Below are some of the ways that marketers can benefit from using blockchain:

  • Security: The blockchain offers greater security than traditional methods of digital marketing since it doesn’t rely on central servers or third parties.
  • Efficiency: Using blockchain technology means there’s no need for middlemen or intermediaries when conducting transactions online. This improves efficiency by cutting out unnecessary steps between two parties looking to transact business with one another; this saves both time and money for both parties involved!

Secure Digital Marketing Tool Designed on Blockchain

A digital marketing tool designed on blockchain will be more robust and secure. Blockchain technology is a decentralized, distributed ledger technology that helps in recording transactions between two parties efficiently.

It also ensures that the records cannot be tampered with once they get recorded. This means that if you buy a product from an e-commerce website and pay for it using cryptocurrency (a form of digital currency), then no one can hack into the system and change your transaction record to avoid paying you the money.

In general, blockchain offers marketers several benefits:

  • It allows for better data sharing and storage than traditional databases
  • It offers enhanced security features because there is no single point of failure
  • It can help companies boost productivity by integrating both humans and machines

Blockchain Protocol That Ensures Safety, Security

Don’t worry, you can still use digital advertising. You just need to trust the blockchain protocol that runs it.

Ad-blocking software has made digital advertising ineffective already and will soon make all digital advertising completely ineffective. You see, if you are using ad-blocking software on your computer or mobile device, then you’re not seeing any of the ads being served to people who aren’t using ad blockers.

This means that advertisers must pay for each impression (or view) of their ads, even when those impressions do not get seen by anyone at all!

By adopting a blockchain protocol for their digital advertising campaigns, marketers and publishers can verify which impressions are being seen by humans and prove whether or not they were delivered effectively before paying for them.

It is worth mentioning that the benefits can be multifold as is already visible from the other spaces like the cryptocurrency markets. Numerous traders are gaining from the rising cryptocurrency prices. So, digital markets too must watch out for this technology.

The entire industry benefits because everyone is working together instead of trying to scam each other through fake views on fake websites with fake content created solely for financial gain without any real value-added back into society whatsoever!

Digital Technology Is Changing Everything

You probably already know that digital technology is changing everything. But what you may not realize is that blockchain is one of the biggest and most important digital technologies to come out in years.

Blockchain can be a difficult concept to grasp, but it’s worth learning about because it’s changing the way we do business, marketing, and advertising—even as we speak! The best place to start learning is by understanding what blockchain means. It’s essentially a decentralized database that allows information (such as financial transactions) to be stored on multiple computers rather than in one location. This makes it more secure than traditional databases which are usually stored on just one server or computer system.

Conclusion

As you can see, the blockchain is changing the way we interact with technology. It’s also changing how we experience marketing automation tools, and how they work. The future of digital marketing will be shaped by this new technology, which means marketers need to start exploring how it can be applied to their jobs now.



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Marketing operations talent is suffering burnout and turnover

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Marketing operations talent is suffering burnout and turnover


“It’s hard to hire; it’s hard to train; it’s hard to keep people from burning out. To make matters worse, these challenges have intensified so swiftly that leaders have hardly had time to digest them, let alone mount a defense.”

That’s the main takeaway from “The State of Marketing Operations: 2022,” a new report from junior marketing ops training platform Highway Education and ABM leader Demandbase. The findings were based primarily on a survey of 800 marketing operations professionals from organizations of all sizes, more than half from mid-sized companies.

The demand for talent. The vastly accelerated shift to digital marketing — not to mention sales and service — has led inflated demand for MOps talent, a demand the market can’t keep up with. Two results: burnout as too much is demanded of MOps professionals; and turnover, as it’s easy to find alternative opportunities. The outcome for companies is the growing burden of hiring and training replacements.

Use of marketing software has grown two and a half times in less than ten years, according to the report, and the number of marketing operations professionals, across organizations of all sizes, has increased by two-thirds. Use of marketing automation alone has grown 228% since 2016, and there has been a 66% growth in the size of MOps teams just since 2020.

Perhaps most remarkable, 93% of MOps professionals learned on the job.


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Why we care. Providing beginner MOps training services, Highway Education clearly has an interest in this data. At the same time, there can be little doubt that the demand for MOps talent is real and growing. If there’s a surprising figure here, it’s that use of marketing software has grown only two and a half times in the last decade.

AWS MOps leader Darrell Alfonso, quoted in the report, says: “There’s a disconnect between marketing strategy and the actual execution — what it takes to actually operationalize and bring a strategy to life. Leadership, especially the ‘old guard,’ will be more familiar with traditional methods like field marketing and commercials. But now, during the pandemic and post, there’s an entire digital world that needs to be
managed by people who know what they’re doing.”

Read next: More on marketing ops from Darrell Alfonso


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Product Market Fit with Scott Cunningham [VIDEO]

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Product Market Fit with Scott Cunningham [VIDEO]


Scott Cunningham, CEO of Social Lite and Co-Founder of Merchant Mastery, has worked with thousands of ecommerce stores. The one thing he hears ALL. The. Time? 

“Facebook doesn’t work for my business.”

If you’ve said that about your ecommerce store, listen in as Scott shares what’s missing and how you can overcome that hurdle and start selling.

In this video:

  • Start Here to Sell More: 00:22-00:30 
  • What If I’m Selling a Brand New Product? 00:51-1:02
  • The Formula for Winning in Ecommerce: 1:21-1:34

Learn more about ecommerce:

The Future of Ecommer Marketing Is Now ➡️ https://www.digitalmarketer.com/blog/future-of-ecommerce-marketing/

Use This Framework to Build Ads That Move Product ➡️ https://www.digitalmarketer.com/blog/offer-harmonics-scott-cunningham/

NEW for 2022! Become an Ecommerce Marketing Master ➡️ https://www.digitalmarketer.com/certifications/ecommerce-marketing-mastery/




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