Another major area of focus in a marketing program is communications. At a marketing school, you will not only learn how to communicate through a variety of different means and channels, but you will be required to practice speaking and presentations skills in your other classes. You will learn not only sales communication, but also organizational and online communication. Likewise, you’ll not only communicate through words, but also through pictures, videos, graphs, and other media. This array of skills will be important when using social media (such as Facebook) to promote your client(s), as you’ll be able to employ multiple methods to reach multiple market segments.
We also spoke with Richard Dutcher, an independent filmmaker and director of eight feature films including “Brigham City,” “Falling," "God's Army” and “Evil Angel.” He told us that the time you spend learning a new program is at a premium. “I like things that are intuitive and with the fastest learning curve. The less time spent becoming familiar and proficient the better. The sooner I can get to work and putting the film together – that’s the most important thing to me.”
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.
Alright, you’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. The next step is to get your video online so your audience can start viewing and sharing it. You have several options for hosting videos online, and in this section, we’ll talk about some of the best ones.
We took a quick tour through the application and our initial reaction is that it is a great solution for those editors who want more functionality than Adobe Premiere Elements but aren’t quite ready to jump into Premiere Pro. The first time you launch the program, you have the option of taking a step-by-step tutorial of each tool. It’s a straightforward process to import and sort footage and other media, and Adobe provides a good amount of sample media in the program. There are basic tools like trimming and cropping footage as well as adding titles and transitions. There’s also some basic audio tools that adjust volume, reduce background noise and assign channels to each audio track. One big downside is you only get one video track to work with. More complex projects usually require at least two or three tracks to get the best result. Nevertheless, for quick, small projects, this may fit your needs. Because this program is part of the Creative Cloud suite, you cannot buy it outright. You must pay a $9.99 fee each month, which comes to about $120 a year. If you like to get all your updates in real time this is fine, but if you choose to cancel your subscription, you may lose access to your projects.
Today, one of the biggest trends driving the digital marketing world is responsive design. When a company’s content doesn’t perform well on a given device or browser system, the business behind it loses traffic and suffers decreased conversions as a result. Fortunately, video content is fit for consumption on all devices, ranging from computers to mobile phones. This expands video’s reach and makes it more user-friendly and consumer-focused.
Remember, almost nine out of ten videos are played without any sound. This means that the incredible CTA at your end means nothing if you haven’t backed it up with text. Having an end-screen in your video with a “Visit our site to learn more” or “Purchase Your Toothbrush 500 Now!” can help guide your audience to the next step of your campaign, whether that entails visiting a landing page, subscribing to your newsletter, or making a purchase.
Where and When: Plan for the best time of day for lighting in each location, as well as rain dates as needed. Marketing videos are often done indoors in your own office, without a lot of frills. So lighting may not be a factor, but you may want a time of day when they’re less foot traffic and interruptions. Remember to give everyone ample time to ensure they won’t be rushed or panicking to get it right.
Instead, create posts that help people get to know the people behind the scenes at your company. Show what makes your company “real” and relatable (reviews are another great way to build trust with prospective customers). That way, if people check out your Facebook Page, they’ll feel a connection to you, your product or service and your company vision and be more likely to buy.
Facebook provides a plethora of tools that can help you make your ad campaigns more effective. One of these includes Audience Insights. With Audience Insights, you can upload custom audiences or look at users connected to your page to gather deeper information about what your current audience may be interested in. You can match it with your email list of past purchasers and find out what users who like your product enjoy. You can also search by interest to come up with new and creative targeting opportunities.
Advanced abilities continue to make their way into accessible, affordable, and consumer-friendly video editing software as each new generation of software is released. For example, multicam editing, which lets you switch among camera angles of the same scene shot with multiple video cameras, used to be a feature relegated to pro-level software. Now this and many other advanced effects are available in programs designed for use by nonprofessional enthusiasts.
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