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Samantha Carey November 11, 2021 6 min read

Video Marketing Office Hours: Getting Started with Webinars

videoiconJoin 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.

 

Join Gabriel Marguglio and Aaron Oberdick of Nextiny Marketing every two weeks in our Video Marketing Office Hours to learn more about the latest video marketing trends and how to use video to grow your business.

 

Video Marketing Office Hours Event from 11/4

 

Video Marketing Stats and Analytics

State of Video Marketing 2021 Report

Wyzowl’s State of Video Marketing Survey 2021 has just been released and has a lot of data on how the trends of video marketing have changed. 

This first graph shows the number of businesses using video as a marketing tool from 2016 to 2021. There was a large increase between the years 2017 and 2018 going from 63% to 81% and that number has only continued to rise. This year, 2021, we are at a 41% increase since 2016. 

 

  


This next graph shows whether marketers consider video to be an important part of their marketing strategy. This number has again continued to increase over the last few years and this year sits at 93% which is a 15% increase since 2015.

 

 

This last graph shows whether marketers use webinars as a marketing tool. Webinars have been considered the video success story of 2020 since in-person events were not possible due to the pandemic. In the last year, webinar usage has gone up 16% and 91% of marketers say that the webinars have been successful as a part of their marketing strategy.

 

 

Getting Started with Webinars

Webinars were the success stories of 2020 and 2021 and for now, they are here to stay. Getting started with a webinar series has a lot of moving parts from creation to execution to post-production. So the question remains: where do you begin? Here are some points to consider:

 

  • Determine your goals / understand the values of the webinar
  • Bring awareness to your audience through promotion
  • Provide assets with your webinar / video recording or PDF presentation
  • Understand that webinar growth is a long-term effort
  • Create a “brand” that people can associate with for retention

 

The first step is to determine your goals and understand the values of the webinar you want to create. You’ll need to know what you want to achieve with this webinar and how you want the audience to react to this webinar (i.e. do you want them to become a customer, or do you want them to take a specific action) in order to truly get started. We suggest trying to find the one topic that you are going to focus on and create the webinar series around that topic. 

From there, you can start bringing awareness to your audience through promotion. Make sure that you are promoting on the platforms or social media accounts that your target audience is likely to be on. 

Starting a webinar series also has a lot of technical parts to it as well. Here are some technical webinar tips to make sure that it is the best quality it can be:

  • Having a steady connection (hard-wired)
  • Clearing a dedicated space to present with a clean frame
  • Optimizing Camera / Microphone / Lighting for best quality
  • Pre-recording the event
  • Having a “Waiting room” slide

 

It’s important that when you are recording a webinar that you have a good internet connection. Not having a good connection might lead to video freezing and audio cutting out. If you have the ability to plug your computer directly into an ethernet connection, you’ll get the most stable connection.

Make sure that no matter where you are recording your webinar, that the area around you isn’t messy or overly distracting. You want your audience to be able to focus on you, the speaker and not, for example, the unfolded clothes on the chair in the background.

We highly suggest recording your webinar event so that anyone who was unable to attend or wants to rewatch your event can do so whenever is most convenient for them. You’ll often see that the amount of people signed up for the event and the ones who actually attend are much different. Sometimes there is a conflict or people forget your event is happening so giving them the ability to watch your event later is a great resource to send out post-webinar. 

Study Group Questions

Question One: Can I combine footage from an iPhone and Android when editing?

The short answer is yes. This is a very similar concept as combining footage from a Canon camera and a Sony camera. However, you may see a difference in the footage. There may be a slight variation in the warm (red, orange, yellow) and cold (blue, green, purple) colors that are in the footage. 

Question Two: I created a Brand Video but I am getting low views on it. How can I improve this?

Here are some points to keep in mind to boost your engagement on your videos:

  • Keep your content concise and clear.
  • Fulfill your audience’s expectations.
  • Share your video with your audience through social media and communication channels such as email.
  • Pay attention to average engagement. Can you pinpoint where people are dropping off?
  • Increase the size of your video embed.
  • Change the location of your video on the page to be more front and center.
  • Make sure the copy complementing the video is relevant.
  • Explore the option of moving a video to a more relevant page or location.


Check out our blog:
7 Metrics to Focus on When Measuring Success of Video Marketing Efforts

Question Three: Flying a drone seems difficult. What should I know before getting one?

Piloting a drone can seem overwhelming, but once you get the understanding of how a drone works it’s not as difficult as it may seem.

Related Blog: Drone 101: The Process and Importance of Becoming a Licensed Drone Pilot

 

Below is a breakdown of some of the major features in a generic drone, such as one you can get at the store for a reasonable price, versus a professional drone. For this breakdown we used the brand DJI, but there are other brands that sell high quality drones too. 

 

New Product Announcement

DJI Ronin 4D

This product is not for the beginner level and is a fully integrated camera and stabilizer. It has cinematic imaging and has 4-axis stabilization. Most stabilizers out there are only 3-axis so this is one of the best ones out there. 

 

The most advanced feature this has is the LiDAR Focusing. What this feature essentially does is bounce light technology off your camera’s subject back to the camera so that your subject always stays in focus. This is a brand new technology that’s just starting to be used in cameras’ auto focus. 

 

DJI Action 2

This product is very similar to the GoPro but this is on the less expensive side for cameras. As shown in the picture, this camera is cube shaped and magnetic so it can snap onto the accessories. It records in 4K and up to 120 fps. It also has 155° FOV so it has a nice wide lens. This camera also has good stabilization which is great for action videos.


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.