Tips for New Zoomers

Welcome to the “Work From Home” Lifestyle!

I know a lot of you prefer to have a 1/2 hour commute, walk in the rain from your car to your building, and then sit at your cube in a cavernous, fluorescent-lit room full of despair. But now you have to join us work-from-homers. And you’re going to be here a while, so you may as well get some best practices down now. Here are some basic things you need to know.

  1. Always wear pants – Yes, the temptation is there. You want to sit in pajamas (or less) from the waist down. Resist the urge. Comfortable sweat pants are fine, just make sure that if your cat somehow readjusts your camera for you, you’re ok with what your co-workers are exposed to.
  2. Figure out your two-monitor setup – For whatever reason, Microsoft, Apple, Zoom and all the monitor companies seem to have conspired to make sure that the default setting for your two-monitor set-up is to have the camera broadcast from whichever one you don’t want it to. This is fixable, just takes a little time. Do a practice run with friends and get it all situated.
  3. Lighting is important – You know when you want to take a picture of yourself standing in front of an awesome sunset, and you get the sunset but you are just a shadowy blob in front of it? Same concept with Zoom. You can shoot with a window as your backdrop, just invest in a decent lamp that brightens your face.
  4. Warn your roommates when you are on a call – Many people have a story similar to this one I heard recently. “I was on a Zoom call with my whole team. When suddenly, in the background of one of my team members, I see his wife walking around the kitchen buck naked. Not a stitch of clothing. Now, he had his headset on, and someone else was talking so she would have no way of hearing he was on a call. And I didn’t know what to do. Do I interrupt and tell my employee to turn around and tell his wife to get out of the frame, calling MORE attention to it? Do I just ignore it and hope no one sees it? Well before I could decide, the wife turned around and realized she was on live TV, screamed at the top of her lungs (alerting everyone who hadn’t noticed it yet), and ran out of the room. So we went on with the meeting from there.”
  5. Backgrounds are cool, but... – If you are new to Zoom, the background features are pretty cool. “Look, I’m at a mountain or on a beach!” There are reasons and times to use these backgrounds. For example, if your spouse and kids are all working and learning from home at the same time and your only available spaces to broadcast from are the bathroom, car, or garage, use a background. Or, if you have a calm and professional customized background of an office environment, that is better than the view from your kitchen table. And if you have kids that like to run in the background of your Zoom calls, the background can mitigate that risk. Just keep in mind that the “floating head phenomenon” will probably happen at some point and it’s hard for people not to get distracted away from the brilliant point you were making.
  6. In large meetings, default to “Mute On.” – I find it helpful to think about how much I expect to be talking in any given meeting, and if I’m not going to be the majority presenter, I go to “Mute On” right after salutations. There’s an added benefit to this, in that instead of just blurting your genius thought of the moment over someone already talking, you have to think, prepare yourself by taking off the mute, and wait for a proper place to jump in. And if you are at all like me, often you’ll realize that what you were about to say added little in the way of a contribution and was better left unsaid.
  7. Not everything needs to be a Zoom call – Zoom is addictive. It’s the best way to replicate a face to face meeting. But remember, sometimes you don’t need face to face. Even if Zoom is an option, there’s nothing wrong with picking up the phone and calling someone for 5 minutes.

If you have your own Zoom tips, send them over,

Ask a Marketer: Video Marketing

In the last two segments of the “Ask a Marketer” series we covered Paid Search and Email Marketing. This week’s topic is Video Marketing, and we talk to Derek Merdinyan of Video Igniter.

Q1: Give me the 3 second pitch – Why should I spend money to add video into my marketing mix?
Video enables you to package up and present your message in a way that is educational, entertaining, engaging and easily sharable.

Q2: What are some examples of things I can explain better using video than if I just tried to write it in a blog or white paper?
Software, technology, systems, stories, anything that is complex and better explained through analogy. In almost every case, it is possible to explain things better with animated video instead of ‘filmed’ video because animations can be used to focus on the specific visual details that make it easier to understand new material.

Q3: What are some ways I can take the money I spend on video, and use it in other areas?
If you are speaking about animation specifically, be sure to ask your animator for a full project archive – odds are you can repurpose the visual images they created (i.e. characters, icons, charts, etc) and turn those images into image posts for social media.

Q4: How much should I expect to pay for a video? What’s the range and what determines that range?
If you go to a freelancer marketplace website, you can expect to pay $300 – $5,000 – the range varies by a few factors, notably the production quality, the number of revisions you can request, and the overall responsiveness, creativity and professionalism of the person you are working with. Hiring a full on animation studio can run you $5,000 – $50,000 or more. 2D projects tend to cost between $3,000 – $15,000/minute for visual quality you will be proud of. Quality 3D animations are easily going to be north of $15,000/minute.

Q5: A standard line is that on a project, there’s Cheap, Fast and Good, and you can only have 2 of the 3. Is that true for video as well?
100%.

Q6: Anything else we need to know about Video Marketing?
Most people think you just make a video, put it online, and promote it. Few people analyze and optimize their video – which for many companies is their largest marketing asset. When you first put your video online, you should host it with a service that provides you analytics to see what % of people click the thumbnail to play the video & how long people watch the video before they stop. Are only 10% of your landing page visitors clicking the play button? Maybe you need a better thumbnail for the video.  Do most people watch the whole video or are a large number of people dropping off around 14 seconds? If your video is animated, it’s much easier to revise and recreate part of your video to make it flow better for viewers; live action videos are harder and more expensive to optimize because it means bringing back the same film crew, actors and booking a location just to re-shoot an alternate segment. It would be wise, for both live action and animated marketing videos to create multiple alternate endings for your video to see which variation leads to more conversions (i.e. sign up here, call this #, download the app, join our newsletter, etc).

Ask a Marketer: Email Marketing

Doing what I do, I have the privilege to engage with a number of marketing professionals who are among the best of the bunch. Upon reflection, I realized that some of the things we talk about may also be of interest to people who stumble upon this blog. Thus, I am starting a new series called, “What Marketers Need to Know.” And yes, I know we need a catchier title.  

Each article in this series will feature a semi-deep dive into a topic area marketers need to understand. The answers will come from an industry expert who speaks from real-world client experience. To start the series off, I asked my friend Elizabeth Case of Yellow Dog Consulting to give us some real-time thoughts on Email Marketing.    

Topic 1: Email Marketing – Elizabeth Case, Yellow Dog Consulting

Q1) As you look back at 2017, with what kind of strategies or tactics did your clients find the most success?

Elizabeth: Simple word – Newsletter.

I will forever be a broken record on this and I am OK with it! Consistency is key in email marketing. If I only ever hear from you when you have a product or workshop to sell me, that’s not going to work. I had one client who at the end of 3 months wanted to wrap up because they weren’t getting registrations for their workshop. I wasn’t aware that was the goal of their newsletter and if you read the newsletter, you wouldn’t have either!  I’m not saying don’t offer a product or service, you can do that on occasion, but you must earn the right to be heard first.

Also, make sure you have good systems in place. One successful client includes a simple “sign up for a free 30 minute consult” link in the end of her monthly newsletter. It goes to a page to schedule on their calendar. Not 15 steps back and forth for a prospective client – one click, two clicks, boom – new lead ready to talk to them. Every month they get a new (or returning) client from their newsletter.  

Another good system is automation…“Click here to download…” and then have that system automated. Don’t worry about it. I have 3 offers in the footer of my newsletter (yeah that may be too many, I’ll work on it) and they are automated so I don’t have to worry about it.

Q2) Now as you look ahead to 2018, what strategies and tactics will you change? What will you do more or less of?

Elizabeth: So far in 2018 I’m seeing a lot of folks automate their processes which is GREAT! You created an awesome program or free download on your website – let’s get that system working for YOU. Nurture and educate these leads so you can keep doing what you love each day.

One conversation I often have with clients is about frequency. Do I really need to hear from you once a week? I don’t have time for that. And I certainly don’t have time for it at 10 AM on a Tuesday when I’m in the middle of my work day. Depending on what you do, I may have time for it in the evening or weekends or over my lunch break. But if you’re sending me something daily or weekly it better be damn good or I will find that unsubscribe button really fast…

There are newsletters that I look forward to receiving each month and ones that I delete each week because it’s too frequent. You know your audience and if the open rates are there then fantastic, but if you’re hovering under 20% it’s time to reconsider if your schedule and frequency are really working for you.

Q3) How important is a lead nurturing campaign? At what point do you move your clients from a standard newsletter to a customized drip campaign?

Elizabeth: Lead nurturing campaigns are awesome depending on the size of your company. It may not make sense for a solo-prenuer or a small business with just a couple sales folks to have a big drip campaign setup. But if you have systems in place, as you grow you can start to automate that nurturing.

You have to use your campaign software, it will tell you when to start dripping. If you aren’t reading reports after each campaign is sent, you’re missing out on the MOST valuable information about your content. What links do they continue to click? How many of the last 10 campaigns have they opened? What are their demographics? If someone is constantly opening and engaging with your content, it’s time to start nurturing that contact. You don’t want to leave low hanging fruit out their to dwindle away and hire the competition. Start to pay attention to frequency and build a plan around it.

And when that nurture is done – make sure they continue to hear from you on a regular basis so you stay top of mind for them to either hire you again or refer you to a colleague.

Q4) If a company is just getting an email marketing program off the ground, what tools or technologies would you suggest they invest in?

Elizabeth: I’m always a big fan of MailChimp, especially when you’re just starting out. They offer free automation and are perfect for a small and growing company (and your contact lists). If you’re a larger company you can’t go wrong with HubSpot. It will help you integrate and automate so your teams aren’t stepping on each others toes which is always a safe move!

Email marketing continues to be one of the best and most intimate communications you can have with a potential client. If you aren’t taking advantage of all those contacts in your CRM you’re missing out on a LOT of fantastic and low hanging fruit just waiting to be reminded, or introduced, to how awesome you are.

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If you’re struggling with your email marketing, you should chat with Elizabeth. And if you have some topics you’d like to see next, let me know. I’ll be asking my marketing friends to share their insights.