HubSpot Academy: Video Bootcamp for Marketing, Sales & Service

Video Marketing Office Hours Event from 11/18

HubSpot Bootcamp for Video Marketing, Sales, and Service

HubSpot Academy’s Video Bootcamp is a deep-dive 6 week program aimed at better educating you on your overall video marketing goals and efforts. The program provides a general overview on the current state of video marketing and guides you through the process of implementing your own strategy, execution of capturing and editing, and promoting and measuring success on your video marketing efforts.

This bootcamp is geared towards educating on the implementing and execution of a video marketing strategy. In order to keep it actionable, they only allow a total of 50 participants. This permits more time to answer questions and a greater focus on the weekly tasks. At the end of this bootcamp, participants receive a special bootcamp certification through HubSpot Academy.

Week-by-Week Breakdown

Week One: Introduction to Video Marketing

• Why video?
• The State of Video Marketing by HubSpot and Wistia
• Why is video great for Marketing, Sales, and Custom service
• Video Setup: Cameras / Audio / Lighting / Framing
• Software Options
• Editing
• Branding
• Video Hosting
  
  

Week Two: Video Pre-Production (before recording)

• Goals & Audience
• Plan
• Strategy
• Hardware
• Software 
• Where will video live (LP, website, email, youtube, etc)
• Marketing vs Sales vs Customer Service
  
  

Week Three: Video Production (during the recording)

• Recording your own videos
• Using cameras, phones and your computer.
• Remote video capturing
• B-Roll & Stock footage
• Enhancing your videos
• Set, framing, and lighting
• Tips and tricks
  
  

Week Four: Post-Production and Promotion (after recording)

• Branding—adding intro & outro
• Adding music tracks and sound effects
• Editing software options (video + audio)
• Animations
• Video hosting platforms
• Promoting and repurposing content
• Activity
• Hack of the day
  
  

Week Five: Video Marketing Ideas

• What Kind of Videos Should You Be Making
• 5 Videos You Need To Make For Your Business:
• Home Page Video
• Email Signature Video
• Sales FAQ Video
• Product or Service Promotion Video
• Testimonial Video
• Brand Affinity Marketing
• Episodic Video + Podcasts
  
  

Week Six: Measuring Success with Video

• Publish, Analyze, Promote, Repeat
• Video for Marketing, Sales, and Custom service
• How to start Measuring Video Marketing Success
• 7 Metrics to Focus on when Analyzing Videos:
• View Count
• Play Rate
• Engagement
• Click-Through Rate
• Social Sharing
• Conversion Rate
• Feedback
• Tools to Measure the Success of your Videos
• Activity

Sign up to the bootcamp here: https://www.hubspot.com/academy/bootcamps/application 

Study Group Questions

Question One: I didn’t capture enough shots on my shoot, is there a solution to not having enough footage?

The answer to this is YES! There are always creative ways you can optimize the footage you do have OR you can find similar assets online to what you need. 

Some things to check out would be:

• Stock footage (ex Adobe, Pond5, ArtGrid)

• Online Animation tools  (Animaker, Biteable, Invideo, etc).
• And lastly, see if you can film more footage outside of what was captured. Think of some filler shots (such as establishing location shots that can complement or enhance the video) 

Question Two: Should I talk about my competitor in a promotional video if my product is better?

Viewers might not even be aware of your competitor. If you DO make them aware, that gives them the option of researching between your two services. If your product offers everything they want and need, don’t make them aware of another product that might not work to those same standards.

Lastly, it all comes down to intention. Badmouthing competitors could also repulse a viewer. Keep things transparent and helpful. At the end of the day, you’re trying to provide them with valuable content and information to help them make their decision. 

Question Three: I recorded my first video but editing is confusing. What can I do to improve?

If you try to hop into advanced software like DaVinci, Final Cut, or Premiere, editing can definitely seem incredibly daunting. We would suggest trying a beginner software like iMovie or Descript to keep the options simple or even try an automated editing software. There are now more AI editing platforms, such as  Magisto and Movav,i that automatically edit a video for you and you can make tweaks and adjustments along the way. 

Additional Questions from Video Marketing Office Hours 12/2

Question One: Due to restrictions, I cannot film on location for a client. Can I do anything for them?

There are a number of things that you can do for your client. Our first suggestion is asking to see if any of their internal employees is able to capture any footage. We’ve had this experience with one of our own clients where one of their internal employees recorded interviews at a retirement home on their cell phone. We also suggested a relatively inexpensive microphone for them to use. After they sent us the raw footage we were able to make edits and produce a video for them all without having the ability to record in person.

Another option is using stock footage. If you have audio clips to use you could overlay B-roll stock footage with their audio to create a video. Drone footage is also another great option. 

Related blog: ​​Make Easy, Professional-Quality Videos With Soapbox by Wistia

Question Two: I recorded an email signature video but forgot to record audio. Can I somehow record this and add it in?

Although you can do this, we highly recommend re-recording the entire video. When you try to record audio for a video after the fact, it can be very difficult to properly align the audio with the video, especially when you can see the mouth of the person speaking. For something as simple as an email signature video, re-recording the video will be the better option and it will look and sound much more professional than trying to dub over the original audio.

Question Three: I have a budget of around $100 dollars. What should I look for first in video gear?

Of course when you’re recording video your first thought typically goes to purchasing a video camera but that’s not always what you should focus on. Nowadays, cell phone cameras are typically shooting in at least 1080p, which is the industry standard for video. Take advantage of your cell phone for videos and instead focus the budget on buying a microphone to record high level audio. You can purchase a lavalier microphone that can actually plug straight into your phone for around $20. With the rest of the budget, we would suggest buying a tripod or other set up for your phone to make recording easier and the video more stabilized. If you already have something for that you can also purchase an LED light to increase the professional quality of your video.

DJI Mavic 3 Announcement 

Here are some of the features that we’re most excited about:

• New Micro Four Thirds camera which is the biggest camera sensor we’ve seen on a drone this size. It’s an improvement over the 1 inch sensor the Mavic 2 Pro has. It also has a second zoom camera capable of zooming 28 times! Now you can get the details of everything while capturing from a distance.

• 5.1Kvideo, because yes of course we all need a camera that can record video larger than 4K. This does actually help with re-framing the video for the final export.
• It has Omnidirectional Obstacle Sensing which means sensors on the front, back, left and right as well as top and bottom to ensure the drone will stop before flying into a static object such as a mountain or tree.
• It has a 46 minute rated battery, of course this will be closer to the 40 minute range as you never want to run your drone to 0% but this is about a 10 minute improvement from the previous version.
• It also has a new transmission system that sends a stronger signal from the aircraft to the controller, now allowing for 1080p streaming to your device.
• Last, it has loads of upgraded autonomous flight features like ActiveTrack where the drone will follow any subject.
  
  

Join our Video HUG to learn about video marketing strategies. We will cover topics such as incorporating video into your marketing, sales, and customer service efforts, setting up your own video studio, and getting your video and podcast series kicked off. Engage with us on the Video Marketing Study Group in the HubSpot Community.