A Quarterly Graphic Design & Printing Newsletter SUMMER 2017
HOW LONG SHOULD YOUR MARKETING VIDEO BE? By Tingalls Graphic Design
Business owners throughout Wisconsin are loving online marketing videos. They are easy to create, generate big responses, and let marketers put their messaging in a whole new dimension. However, there is a question clients who are just getting started with the videos on YouTube, Facebook, or their own websites often tend to ask: how long should my video be? While there aren’t any definite rules, here are a few guidelines that should help you find the answer you’re looking for… FOLLOW THE GOLDEN RULE When producing any kind of content – whether it’s a novel or a quick instructional video clip – the rule of thumb is to make things as long as they need to be in order to say what you have to say, and not a word, second, or inch longer. In other words, think about which points are appropriate to the topic and then use the resulting outline as a guide. If you can express your main points in a minute or two, shoot for that. If you need half an hour, but your video is stocked with great content, leave it at a longer length. KNOW YOUR AUDIENCE Of course, producing great video clips isn’t just about what you have to say – there is also the issue of what the viewer will stay tuned in for. Attention spans vary by audience (generally speaking, older people and academic types will concentrate longer than kids and gamers, for example). But this is an area where topics matter a lot, too. You could probably generate hours of video talking about the intricate features of a complex industrial machine. A product review for a kitchen gadget, on the other hand, probably needs to be wrapped up in under three minutes. (continued on inside)
ONLINE VIDEO IS GIVING BUSINESS OWNERS AND MARKETERS NEW OPPORTUNITIES THAT SIMPLY DIDN’T EXIST JUST A FEW YEARS AGO.
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BREAK CLIPS INTO A SERIES If you feel like your clips are consistently too long, or aren’t getting as many views, consider breaking them into a series. The big advantage here is that you can make it easier for a viewer to find the exact piece of information they’re looking for. At the same time, multiple videos give you more exposure and search engine visibility, so look for places where you can turn one theme into several distinct ideas. CUT AND CUT SOME MORE The hardest part about editing video is realizing that most of what you shoot will have to be cut. The best marketing clips are crisp and to the point. Unfortunately, a lot of business owners have trouble spotting dead spots in their own video, or can’t bear to part with their favorite nuggets of wisdom. For that reason, you may want to work with a professional video editing team (like the one we have here at Tingalls) who can help you pull the very best from your ideas. STUDY YOUR ANALYTICS Online video is giving business owners and marketers new opportunities that simply didn’t exist just a few years ago. Give us a call at Tingalls Graphic Design to set up a time to talk about your strategy and how some new video clips might fit into the mix.
WELCOME REBECCA & DREW! REBECCA WARACZYNSKI Account Manager
A true free spirit, Rebecca can be found exploring undiscovered places and day dreaming about far away lands. When she’s not doing Account Management for Tingalls’ clients, you can find her sipping a cold drink on a warm patio or camping with her family.
DREW HARTBERG Videographer
Drew’s diverse background and creative thinking brings a unique perspective to filmmaking. In his free time he’s often found trying to create a delicious meal from scratch or working on an impromptu craft project.
10 GOOGLE ANALYTICS STATS YOU SHOULD By Tingalls Graphic Design BE WATCHING Do you ever wish you could have your customers tell you exactly what they want from your website? Wouldn’t it be nice if they would let you know in advance which articles they would read, offers they would respond to, and ads they would find compelling? Completely free and immensely valuable, Google Analytics can tell you a great deal about where your potential customers are coming from, what they want, and why they do or don’t buy from you. In order to decipher that from their on-site behavior, however, you have to know what to look for. Luckily, we’ve put together a quick guide to point you in the right direction. First Things First… To even obtain this valuable data, you first need to install a snip of code into your site to collect the data. Then after a month or so, you’ll have something to review. To create your account, visit www.google.com/analytics/.
Here are Tingalls 10 metrics you should definitely keep a close eye on:
WEBSITE VISITS How many people are coming to your website each day, week, and month? Is that number rising or declining? By looking at raw traffic stats, you can get a sense of whether your website popularity is growing or shrinking. That can give you some clues into the effectiveness of your Internet marketing. VISITOR DEMOGRAPHICS
POPULAR PAGES You might be surprised to know which parts of your website are most popular, and which pieces of content are drawing the biggest responses. By examining the most popular pages and the time spent with certain articles or messages, you can give buyers more of what they want. ENTRY PAGES
In a perfect world, you might want Google can tell you where your visitors customers to arrive at your home are coming from, let you know whether page, see your About or Service pages, they are using computers or mobile and then click through to the specific devices, and tell you other things like age, resource they need. In reality, they may gender, and language. Over time, that arrive on any page (through a search kind of info can be used to fine-tune your engine listing or because they’ve marketing messages. bookmarked it). If you know that, you can adjust your content accordingly. TRAFFIC SOURCES TIME ON SITE You don’t just want to know where your potential customers live, but also how they are arriving at your website. Whether they are following links, responding to email offers, engaging you in social media, or even finding you through a certain set of search engine phrases, this information can tell you what’s working.
Once the visitor arrives at your website, how long are they staying? By finding that answer and examining the specific pages they do visit and stay on, you can understand the flow of traffic from one section of your web presence to another.
BOUNCE RATE When someone “bounces” from your site, it means they leave without reviewing any further pages or taking any additional actions. They simply look at your content and go elsewhere. A high bounce rate suggests you‘re either appealing to the wrong audience, have a confusing web layout, or aren’t doing enough to build up your credibility in the first few seconds.
CONVERSIONS With a bit of tracking code, you can tell Google what constitutes a conversion on your website (i.e., a successful sale, newsletter sign-up, etc.). Then, you can track conversion rates to see how many of your visitors are turning themselves into leads or customers on a regular basis. COST PER CONVERSION
If you are using Google AdWords to bring buyers to your website, then you When visitors leave your website, what can also track your cost per conversion. is the last thing they view? By answering Those figures are incredibly valuable that question, you can eliminate because they let you determine how bottlenecks within your content, or much you should be willing to spend for adjust your offers so that potential individual clicks, and which keywords or customers decide to stay a little longer campaigns to keep funding. and take the next step. EXIT PAGES
If you can watch these 10 statistics and have a good sense of what they mean for your business, you’ll have your finger on the pulse of your online marketing efforts – and be way ahead of your colleagues and competitors. So, if you haven’t been using Google analytics already, or don’t feel like you’ve been making the most of its capabilities, now is the time to make a change. For web design, online marketing, and print materials that actually work for your business, reach out to Wisconsin’s best creative team at Tingalls Design today for free consultation!
NEW MATERIAL OPTIONS IN PRINTING By Steve Namio, Wells Print & Digital Services
What if you could save your printed piece from tearing or water damage without the expense of laminating? The answer could be synthetic papers. Synthetic papers have seen an increase in popularity in the last few years as their benefits have been discovered by many printers and designers. Synthetics are being used on more and more packaging applications as well. Synthetic paper has the strength and durability of plastic and the appearance and printability of paper. This unique combination offers opportunities in thousands of applications. Often projects involving outdoor signage, menus, product labels, packaging, maps, ID cards, POP displays, etc. have needed the extra protection of lamination. This can be an expensive option. Synthetics offer the same durability, with water, tear and stain resistance, as lamination, but at a lower cost. The synthetics can be printed on offset presses, dry toner/laser machines or HP Indigo equipment. It offers a smooth printable surface that scores and folds nicely. This paper is being offered in a wide range of thicknesses and sheet sizes. Most synthetic papers are made from polypropylene and/or polyethylene resin, which are environmentally friendly. The Synthetic paper made from these resins are 100% recyclable. It looks like synthetic paper has found a niche while offering a cost effective alternative to lamination. Why not try synthetic paper on your next project? For more information or samples, please contact Steve Namio at Wells Print and Digital 608-225-1394.
NEW EMPLOYEE ANNOUNCEMENT My name is Steve Namio and I am a new Sales Consultant for Wells Print and Digital. I am a Madison native and have worked in the printing industry in some capacity for many years. From an estimator for an in-plant print shop, to selling paper to Madison area printers and businesses to currently selling print for Wells Print and Digital. I have always enjoyed relationship selling and STEVE NAMIO Sales Consultant building a trust with my customer. I believe it is important to take the time to know the customer and their needs, and not pressure them into purchasing something they do not want. Also, when I sell a product or service I believe in, it makes my job that much easier and enjoyable.
• 10 Google Analytics Stats you Should Be Watching
• New Material Options in Printing
Contact: Tom Schorr 608-274-7474 tom.schorr@printanddigital.com www.printanddigital.com
Contact: Tara Ingalls 608-268-5525 tara@tingalls.com www.tingalls.com
FRESH INK IS BROUGHT TO YOU BY:
c/o Wells Printing and Digital Services 3121 Watford Way Madison, WI 53713
• How Long Should your Marketing Video Be?
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