Week 4: Make It Shine

Week 4: Make It Shine

by | Sep 24, 2020 | Traditional Marketing, Videography

Originality

 

This harkens back to creating empathy and being genuine. Being original can be challenging, but the key to originality goes back to what we covered in the Week 1 section. Find out who you are, what you do, and be unequivocally that. There’s an old saying that there’s nothing new under the sun – so don’t worry too much about creating something that’s 100% fresh – worry about creating something that is 100% you and relevant to the people you’re wanting to reach.

“EVERY DETAIL COUNTS” (EDITING, COMPOSITION, ENVIRONMENT

 

This is for the perfectionists and planners out there. How many steps are there when it comes to creating competent video? There’s no one-size-fits-all right answer, but, like many things, the more you can break it down in detail the better the whole package will be and the more confident you’ll feel going into it. How many steps you take for a video largely depends on what the purpose of the video is, what platforms you’ll be creating it for, and how much time and money you want to invest in it. Typically you can categorize your steps between pre-production, production, and post-production. With this being considered, nearly every video should touch on these areas as you go through the process of creating it:

PRE-PRODUCTION

 

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Script and Storyboard – Now, you may be doing a spontaneous live video, like a short Instagram story or update. You don’t have to script those – but thinking about what you’re going to say before you say it won’t hurt. If you do have a lengthy script or storyboard, rehearse, rehearse, rehearse!

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Selecting Recording Gear – Will you be simply recording this with your phone? Or will you be using something dedicated like a DSLR, Action Camera, or Video Camera? Will you be using multiple angles? How long do you plan to record – do you need more batteries or memory cards? Do you have multiple subjects? How many cameras do you need? If you need multiple cameras, what formats and resolutions will your various cameras record in, will they blend together well? Will you be recording audio? How will you be recording audio? Through your device’s microphone or a separate microphone? Will you need mic stands, or will you be using a lavalier? How many mics will you need? Will you need a tripod for your camera, or will you have someone to record it for you? Have your things ready to go before you start.

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Environmental Factors & Lighting – As you likely know, lighting is extremely important to capturing quality visuals. Wherever you plan to record this video – how’s the lighting? Time of day can impact this. Will you need external or dedicated lighting? How’s the ambient noise? Is there lots of traffic outside that you’re going to have to contend with? What about wind? If you’re recording outside – what’s the weather like? This can come into play even when you’re recording inside – a boom of thunder or driving rain may not compliment your product showcase. Knowing as much as you can about your environment beforehand helps you be prepared and keeps your quality consistent. A side note is safety – if you’re recording in the field, keep mind of where you’re recording and the people you may encounter. Are you permitted to film where you’re recording? Also remember the value of your equipment and be aware of your surroundings. Audiovisual equipment is highly attractive to thieves, so be aware of your surroundings, and try to keep it out of sight if you ever have to leave it in a vehicle.

PRODUCTION

 

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Setup and Settings – This could go in the pre-production category, but since it typically happens on the day of shooting, we’re going to put it under production. Get things setup and ready to go. Get your cameras and microphones setup. Take test shots, establish your desired white balance, and check your mic levels. Find your depth of field for your subject. If you’re shooting on location, you may want to go ahead and get some b-roll for filler in post-production.

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Action! – All your efforts have led up to this. Stick with your planning, adapt where you need to, and focus on the moment! If you need multiple takes, take them. If you need more angles, get them. It is better to have too much footage to work with than too little, and you often won’t get another chance at it.

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Tear Down – take apart all your gear and keep it organized for the next shoot. Take note of what cameras and mics did what, and note any thoughts you may have had during shooting, things you’ve learned, what to avoid next time, and things you may have to fix or adjust in post.

POST-PRODUCTION

 

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Organize Footage & Audio – You’ll thank yourself down the line if you go ahead and establish a system for importing and organizing things in a system that makes sense to you. This can take time to figure out and will change from project to project – but the key is knowing where everything is and how to manage your assets well.

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Editing – Like many of the other parts listed, the extent of your editing depends on a variety of factors. If you’re doing anything more than a one-off video your editing will typically include color correcting and grading, syncing and optimizing audio, and adding various effects, titles, and texts to your video. The scope of this process can fluctuate greatly, but you’ll need to have someone who is experienced in an audio visual software environment to make the most of your raw footage and audio. If you have more than one camera this person will decide how your multicam video will flow and appear in the end product.

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Exporting/Encoding – Once you’ve edited your video to your liking you have to encode and export that video into a finished product. This involves choosing the quality of your video and how that video will be processed. Typically most editing environments will match the source video when exporting the final product, but there are many options here. Many social media platforms will compress your video into more palatable formats, and as a rule of thumb it’s typically safest to export your final copy in the best quality available – be that upwards of 4K or your standard 1080p.

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Publishing/Uploading – Now you get to show your work to your audience! Oftentimes people will publish their work to one channel like YouTube or Vimeo and share the content from there to other networks. Although this can be the best way to ensure your audience sees your video in it’s highest quality, most social media networks will be more apt to make your video appear in more places when it’s been uploaded directly to that platform. When it comes to exposure it’s recommended to upload your videos directly to each platform for sharing within that platform, you can always link to the highest quality version of your video in the comments.

HOW TO CHOOSE THE RIGHT VIDEOGRAPHER(S)

 

Capturing high quality video takes a lot of knowledge, experience, and usually a good amount of talent. It also takes gear and equipment that most folks just don’t have access to. You’ll be wanting someone that has an eye for capturing captivating frames but has also put in the effort to learn how to utilize their equipment well. This combination of talent, experience, and equipment works together to make a great videographer. Depending on the size and scope of your project you may need multiple people who fit this description, and you’ll also need someone who knows how to put all this footage and audio together to make a coherent and visually stunning finished product. This is an area where professionals excel, and finding someone you can trust will make or break your video project. Like any professional field, look for someone with an impressive portfolio and references, as well as someone you feel will understand your vision and be willing to work with you as well as for you.

Week 3: Products And Services

Week 3: Products And Services

by | Sep 9, 2020 | Traditional Marketing, Videography

LEVERAGING WHAT YOU PROVIDE – YOUR PRODUCTS & SERVICE

 

A powerful aspect of video is the way it can illustrate and showcase what you provide to people in a way that allows them to quickly see the benefits and value of that product or service. Video gives you an opportunity to get a lot of information across very quickly. In a world with six second attention spans and a multitude of other things competing for your customers attention, use that fact to your advantage.

CREATIVE STRATEGY

 

What’s the message you’re aiming to get across with your video? Are you highlighting your products and services? Are you looking to convey the solutions you bring to the table for your customers? Maybe you’re looking to touch on all those areas. This is an opportunity to inform and educate your audience on what it is you do and what exactly you can offer them – while giving them insight on the type of people they’ll be working with each step of the way. Find ways to touch on all the points that are important to you and imperative for your audience to know, and do it in a way that’s personable and entertaining. Stay close to the traits that are important to your brand, while being authentic and engaging people in a way that benefits them as much as you.

OPTIMIZING FOR DIFFERENT PLATFORMS

 

As you likely know, each platform that allows video content has various rules, formats, and audiences that they cater to. You have the OG video content platform of Youtube – where you can upload anything from a professionally shot motion picture or two-hour lecture to a 15 second promo shot with your front facing camera – and still be able to find an audience for both. There’s platforms like Snapchat where videos are typically casual, short, and oftentimes temporary. Instagram is somewhere in between, with ephemeral background stories and slides, feed videos that can last up to a minute, and the fairly recent IGTV that creates a space for long-form video and people who really want to dig into what it is you’re all about. Facebook is somewhat of an extension of IG in this respect, but remember that Instagram was created for visuals – whereas Facebook is a place for all forms of content.

Week 2: Building Trust

Week 2: Building Trust

by | Sep 8, 2020 | Publications, SEO Strategy, Traditional Marketing, Videography

EMPATHY (COGNITIVE, EMOTIONAL, COMPASSIONATE)

 

Do you care about the people your actions affect? Of course you do! Actions are what show people who you are and what it is you’re made of. You can help people relate to you by showing people who you are. One thing social media is great at is connecting kindred and like minded individuals. You don’t have to make things up or try to be someone you’re not – matter of fact, you don’t want to be anything but genuine. Don’t worry about checking every box or appealing to every person. Worry about conveying what we talked about in the Week 1 section.

SHOWCASING YOUR CRAFT/TALENTS

 

Give people the opportunity to see what you’re about through what you make and what you do – and, if you’re passionate about something, that fact will show through. People want to see your passion, they want to see the insight you’ve gained from all of your experiences and how that goes into the things that you do. What you’ll provide someone is what people need to see the most. That doesn’t necessarily mean your products or services – oftentimes it’s the solution your product or service can provide someone. Remember that when you’re talking about what it is you do.

OFFICE/COMPANY CULTURE/BTS

 

Showing what happens behind closed doors gives people a side of you and your business they’d otherwise be unable to know. It’s also the side of you that just might be most capable of creating an empathetic relationship between you and your customers. We’re all people, we all have human tendencies, we all have idiosyncrasies – but in the fast paced corporatized, commercialized world that can all tend to get overlooked and forgotten. Your company is more than a product, more than a service. It’s something that people have invested their lives into, it’s something that people are passionate about. Passionate people imbue passion – passion creates passion. Don’t overlook the opportunity and the power of your people to create that in others.

SHOWCASING YOUR CRAFT/TALENTS

 

Your owned media is just that – any content or platforms your brand owns. If you have complete control over the media, you “own” it. Owned media is great because you control the entirety of the messaging and branding. The more places your brand can be found online, and the more engaged on these platforms your audience is, the better your website will rank on a search engine results page (SERP).

Examples of your owned media include:

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Website

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Ebooks

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Blogs

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Podcasts

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Apps

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Social media accounts

Owned media allows your brand to shine. If you have a branding kit, make sure that you’re referring to it consistently to so your messaging, brand personality, color scheme, and fonts are all on-brand. It’s important to show consistency across all of your owned platforms to increase your brand awareness.

Whether you’re working to develop all your owned media platforms or you’re continuing to grow them, now is the time to do an audit.  Make a list of all of the owned media your company has, and make sure that you’re utilizing them all to their fullest potential. This is a prime way to get seen by current and potential customers, so make sure you are putting your best foot forward and providing up-to-date and engaging for your audience. Create a plan to monitor and engage with your social media accounts. If you have a social media account you’re not currently using, consider whether or not you have the bandwidth to re-engage with this platform.

Root and Roam Tip: There are many types of owned media, but you do not have to use them all. Focus on the owned media platforms that resonate with your audience.

Earned Media

 

Earned media is any mention your brand has earned through work of your own. You’ve heard before that “nothing good comes easy,” and your earned media is a prime example. Over time, your earned media grows exponentially. Putting in the hard work to develop customer relationships, loyalty, and provide excellent customer service pay off for you with earned media.

Examples of earned media include:

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Blog posts about your product or service others have written

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Press mentions

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Online reviews

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Social mentions

It may feel uncomfortable, but the fastest way to gain earned media is by asking. Check in with your most loyal customers and ask them to write a review on your Google My Business page, an online business review site, or even your social media platforms. You can do this in person or through an email.

Root and Roam Tip: It may feel easier to ask a customer to leave a review in exchange for a discount or small token of appreciation. Resist this temptation. Doing so can inadvertently be considered to be bribery. Your company is great and your organic reviews will show this!

Paid Media

 

Your paid media is any content or brand mention you’ve paid to have. They may fall anywhere on the cost spectrum, from just a few dollars to the largest paid campaign that you could dream up.

Example of Paid Media Include:

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Google search ads

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Streaming ads

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Google display ads

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Banner ads on a website

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Network display ads

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Paid articles or advertorials

Your paid media is an important part of your overall marketing strategy because it expands your reach.  Paid media allows you to get your company seen by potential new customers. Targeting options allow for you to hand-select who your audience is, and there are multiple ways for you to do so. You can target your search and display paid media in many different ways, including geographic location, specific keywords or searches, demographics. You even have the option to do a retargeting ad to follow up with those who have already visited your website or Facebook page.

Your paid media also includes any ad buys that you make on any online industry publication and streaming TV or radio ad.

Root and Roam Tip: There are many places you can use paid media. The opportunities are endless. Start off simple with platforms that you know your current audience or target audience are utilizing, and do some A/B testing to see what resonates best and provides you the most conversions.

How do I combine earned, owned, and paid media?

 

As we talked about the differences between earned, owned, and paid media, you may be thinking “How do these all work together to give me a well-rounded digital marketing strategy?” The combinations of earned, owned, and paid media is the key. All types of media play a pivotal role in your SEO strategy but also in your overall brand strategy.

Owned and Paid Media

 

Some examples of owned and paid media combinations include:

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Sponsored social media advertising

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Boosted social media posts

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Influencer partnerships

Owned and Earned

 

Some examples of owned and earned media include:

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Testimonials on website

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“As seen on..” Sections of the website

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More branded searches for your business

Owned and Paid

 

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Engagement on your owned media from influencers or social ads

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Website conversions through paid advertising efforts

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Increased web traffic on a dedicated landing page to capture leads through an ad

Each option of the type of media you choose, if leveraged alone, can achieve a company goal. However, when combined with another type or better yet, when all three are utilized, you’ll see much better results regardless of if you’re targeting brand awareness, lead generation, lead nurturing, or transactional opportunities. Interested in learning more about how these three types of media can improve your business, get in touch with a marketing strategist at Root & Roam!

The Importance Of Video In Your Marketing

The Importance Of Video In Your Marketing

by | Sep 1, 2020 | Photography, Videography

If you’ve ever taken a class on just about any kind of writing, you’re sure to have heard the words ‘show, don’t tell.’ When it comes to writing, it’s important to let people come to their own conclusions about the actions your characters are taking – instead of telling your readers who your characters are, you show them. When someone is allowed to draw their own conclusions, they’ve invested in that opinion. When you tell someone something, they have to take your word for it. When you show them something, they’re taking their own.

When you think about it, that makes a lot of sense.

This isn’t a little pointer that’s only applicable to writing – it’s a truth we see in our everyday lives. Actions speak louder than words. If we are to be authentic, we’ll let our actions speak for us as much if not more than our words. Video allows us to chronicle how we act while giving us a platform to speak our truths, making for a multifaceted medium more powerful than words or photos alone.

Let’s go back to grade school, back to the days of show and tell. Do you remember picking your favorite toy or bringing your favorite person – because it was something that was important to you, and you wanted to let the world know about it? Video helps you let the world know about what’s important to you, what you’re about. One of the reasons video is so critical to a successful and succinct message is that it has the unique ability not only to tell your story but to show it.

We’re going to be doing a weekly video series on how to do this. We’ll dive into what it is that matters, as well as how to show it in the best light. Here’s a breakdown of what you can focus on to showcase yourself both professionally and authentically, while building credibility and cultivating empathy.

SETTING YOUR CORNERSTONE – HOW YOUR BRAND CAME TO BE

 

What was your singularity? In physics, a singularity is a point at which a function takes an irreversible path into infinity. Imagine you are a function – what was the point in your journey where all the previous points came together to say “this is what I’m going to do now, and there’s no looking back.” How have you built upon that moment? That’s what your cornerstone is, and it’s a big part of your purpose.

SHOWCASING YOUR CORE VALUES AND BELIEFS

 

What principles do you look to embody, what beliefs help you manifest your vision into the world? How do you act these values in your day to day life and business dealings? These are the areas that help steer you, your business, your brand, your life. Find examples of how you utilize your core values and beliefs, and show them to people.

IF YOU DON’T TELL IT, SOMEONE ELSE WILL

 

At some point, you’ve probably come across the phrase ‘nature abhors a vacuum.’ Replace nature with ‘public image,’ and the same is true when it comes to any public facing entity – whether it be a person or a business. This means it’s your responsibility to prevent a vacuum and to set the record before someone else gets to. We live in a digital world of instantaneous communication. This is a place where ideas or claims that start as 280 characters or less can alter the course of history, not to mention your business or brand’s story. It’s important to provide people with media and information that shows who you are… because you know who you are best. What you establish will act like referential armor if and when someone sees you differently.

Three Things To Consider When You Want To Sell Online

Three Things To Consider When You Want To Sell Online

by | Jul 15, 2020 | Website

More and more people are shopping online whether out of convenience or necessity. As a retail business owner, you may realize that having an eCommerce website is becoming imperative, but you just don’t know where to start. Here at Root & Roam Creative Studio, we have extensive experience in both building and maintaining successful, intuitive eCommerce sites. Throughout the years, we’ve compiled a list of the most important aspects to consider at the onset of the build.

PLATFORM

 

There are a multitude of eCommerce specific hosting platforms available. Choosing the one that best suits your needs can seem daunting. Platforms like Shopify and BigCommerce are all inclusive content management systems built specifically for selling products online. They are powerful, user friendly, and easy to maintain. Both of these options will handle your hosting and security certificates, as well as the technical aspects of running an online store. For a Shopify or BigCommerce plan, you will pay a monthly fee ranging from $29.99 to $299.99 depending on the needs of your business.

On the other hand, another popular eCommerce option is to build on WordPress using WooCommerce. Both WordPress and WooCommerce are open source software meaning they are 100% free to use. However, this is not an all inclusive solution. If you opt to go with WordPress using WooCommerce, you will need to acquire hosting and security certificates separately. (Don’t worry… we can help with that!) With a reputable hosting company, this will set you back, on average, about $20-$25 per month.

Root & Roam Creative Studio has many years worth of working in both types of platforms. While we love the ease of use and customer support provided by companies like Shopify, we have found that WordPress using WooCommerce allows for much more flexibility in design. While there are pros and cons about each of these options, we do not prefer one over the other. The ultimate decision in which route to take depends entirely on the needs of our clients. We are happy to talk with you about your vision and goals for your eCommerce site and help point you in the right direction!

ECOMMERCE SITES BUILT BY ROOT & ROAM CREATIVE STUDIO

 

Built With Shopify

VISIT SITE

Built With WordPress Using WooCommerce

VISIT SITE

DESIGN

 

One of the biggest variables in choosing the right platform is the design of your website. How do you want it to look? How do you want it to feel? If this is a brand new venture for you, the sky is the limit! You are essentially creating your brand right here and right now. It is important to research your target demographic and the competition. With this in mind, you’ll begin to create a brand vision and personality. This will guide you towards your color palette, font selections, and overall mood of your brand and website.

If you have an existing brick and mortar store, and you’re looking to take it online, this process looks a little different. Many of your brand elements have already been chosen. It’s important to keep consistency across all mediums – whether it be a storefront, website, social media, or print advertising – in an effort to build brand awareness.

When the basic feel of your website is determined, it’s time to explore what elements you really like/dislike when visiting a website (examples include parallax elements, full width images, contact forms, videos, Instagram feeds, etc.). What special functionality would you like to include such as wishlists, recurring subscriptions, bundling options, etc.? Visualizing how you want your site to look and function plays a large factor in which platform to choose.

SHIPPING METHODS

 

It is crucial to consider how you want to ship (and charge for shipping) at the onset of the site build. Do you want to offer real life calculation by carrier based on weight, size, and destination, flat rate shipping based on order total, free shipping, local pickup, or something entirely different? Each platform offers standard methods of shipping and calculating shipping, and those standards vary from platform to platform. By determining your shipping policy upfront, we can better direct you to the platform that will work best for your business.

With all of that said, we don’t expect you to work through this alone! It’s a lot… we know! Our expert team is here to walk you through the process step by step helping to decipher your needs, vision, and goals. We offer all-inclusive e-commerce packages customized to the specific needs of your business. We will provide you with all the essentials you need to begin bringing your products and services to your customers while making the process straightforward and simple for both you and your customers. You’ll be able to start selling immediately, and we’ll be there to help make sure the process is safe and simple for you and your customers alike.