The Truth About Graphics on Your Web Pages

I have always enjoyed the work of David Ogilvy, the offline marketing legend credited with many of today’s successful marketing strategies. What he discovered about advertising and marketing has been replicated by many successful companies across the web.

Below is a breakdown of some of his proven tactics in the world of visual media that can help you know how to better use images in your content for maximum engagement.

1. Placement Matters and it Matters A Lot

Have you ever wondered where an image ought to be placed in an article? It is very interesting that the natural sequence of reading usually involves a specific order. When you see an article, we begin by first looking at an image, then we scan the headline and then we read the body copy if the headline is interesting enough.

Therefore, an image placed below a headline will have less readers than one placed above a headline. 

2. Captions Get Read a lot More than Body Copy

Did you know that captions under images are read on average 300 percent more than the body copy itself? Therefore, using or not using captions could mean losing or engaging a huge number of potential readers.

Shooting a CloseUp Event at Eldoret

To make the best use of captions, include your brand name and your promise. Encapsulate the central purpose of the page itself in your caption to make the most use of this brief attention.

3. Watch Out for the Left Margin

When you read an article, you rely on the left margin as an anchor to give your eyes a place to return. It has been shown that it would be exceptionally difficult to follow text when with a broken left margin.

As a result, never place images to your left margin. This will break your reader’s flow and force them to readjust. Instead, always align the images on the right margin. If you are clever enough, you can let copy flow around images in an arty way.

 

 

Every image must be worth its page weight in gold. Don’t force images into context simply because they look good or because you cannot afford to hire a photographer to take unique shots. You are better off not using images at all. Try to use images with a story appeal above your headlines and that demonstrate in your copy. Anything less will simply distract from your website or blog copy.

 

For photography and video services unique to your business needs, call: 0721 783 420

 

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Training Video for T-Shirt Branding

I had an opportunity to work on a training video that would be shot during a training event. Nadhifu Mums Power helps women gain valuable business skills at a low cost and they wanted to document one of their training events and convert the contents into a training video.

I document and edited the entire training session and below is the results of my work.

Enjoy!

By David Gitonga

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What is VirtualPessa?

I recently shot and edited a quick interview for a company called VirtualPessa. The company seeks to bring awareness to the idea that you can earn money from your mobile phone and airtime by using their service and product.

Take a listen to the 2-staff interview at their Nairobi office.

Enjoy!

 

By David Gitonga

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Everything You Need to Know About Film Noir

Film Noir is a style of filmmaking that was very popular in the days past. However, we have seen its emergence with the likes of Spirit and Sin City taking this old style and giving it some fresh approach, making it popular once again. What though constitutes a Film Noir look?

Here is an infographic that breaks down this art and style of filmmaking helping you better understand how you can use it to create drama and unrealism to your shots.

Enjoy!

 

By David Gitonga

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Back to Meru – With CloseUp

I was back again to Meru, this time, with the CloseUp team to document their promotion for the #12HoursofFreshness Twitter handle. It was an early morning at the Kenya Methodist University (KEMU) where it all started just a few minutes before 6:00AM. It was a surprise for the sleepy students as they were greeted by the faces of the Kenya musicians DNA and Avril with CloseUp gifts on their hands.

Here are some photos of what went down:

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How Can You Use Visual Content?

 

There is no doubt by now that visual content is becoming necessary in order to create high engagement among fans and potential customers. Everywhere you look, from Facebook, Instagram, to Twitter, images and videos are taking over these mediums that once started out as text-based networks. Even hashtags were, not too long ago, text only, are now largely accompanied by visual content.

If you are looking to grow your online presence and increase engagement on your channel, you have to incorporate some level of visual content into your digital marketing campaign.

Here are three ways on how you can incorporate visual content to drive sales, engagement, and improve the overall brand identity.

1. Show Off Brand Culture

Transparency is an important aspect of any brand and this can be leveraged to humanize your brand. One to do this is to create behind-the-scenes videos and photographs that show a sense of community and togetherness within the organization. This can be anything, from an office lunch, a process into what goes into creating a product you offer, or simply a tour of our facility while the staff is working. These visual displays can go a long way in creating a bonding effect with your customers and fans.

2. Create a Visual Timeline

One of the most effective way of engaging your loyal fans is by taking them on a visual journey of your brand products and services. You can do this by creating a visual representation of your product where you can show the idea creation, how it got started, out as well as timelines since the brand inception. You can even allow fans to take part in celebrating your anniversaries or when you hit a milestone, the way Volkswagen have done it.

3. Highlight Customers Using 

We are all hard-wired to believe that something will work for us if it has worked for someone else in the same circumstance and situation as us. This idea has been used successfully to sell just about anything and it can work for you as well……. when implemented right. Rather than tell your customers what your product or service can do, why not show them by highlighting pictures and videos of someone actually using your product or service?

Visual content is here to stay and it’s expected to grow faster than any other type of content on the Web. The above three approaches will go a long way in ensuring such content offers real value to your customers and business.

 

By David Gitonga

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Dental Health Day with CloseUp

I had a blast when I was contracted to document for Unilever the activities during the Dental Health Day in Eldoret. The long march, the happy children, and the dental clinic experience were all great experiences. The Dental Association of Kenya chairman, former chairman, and treasury were also present. This would be the second time I would be visiting Eldoret and the experience was just as interesting as the first one.

Here are some pictures from the event.

Enjoy!

 

 

 

 

 

By David Gitonga

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How to Make Great YouTube Videos

 

If you are creating YouTube videos, chances are that you are either selling a product or trying to position yourself as an expert or thought leader.

Here is how to structure your videos so that they get the most engagement and give you a return on your investment.

The Structure:

  1. Open with a Strong Hook

YouTube visitors are very trigger and you need to get them right at the beginning of the video. Usually, you got only about 15 seconds to do that otherwise they will just click away.

Here is an example of a good hook:

“So, today guys, we are going talk to you about how to grow your YouTube community. We got 5 tips coming right up after this.”

Within that 15-second window, you should pitch the value that the viewers are going to get. The quicker you can say what value your viewers are going to get out this, the longer they are going to stick around.

  1. Make A Really Short Intro

Avoid a really long intro, and a long intro is like 10-seconds. 3 seconds is just the optimum time you need to spend on an intro. It is also just about the time it takes for someone to move their hand to the mouse and click away.

You will notice that if your intro drags on for 5 seconds, your audience retention drops. Anything longer is just not recommended.

  1. Introduce Yourself

Remember that not everyone has been watching your previous videos, and potentially any new video you make could be the first encounter with a new viewer or subscriber. At the same time you don’t want to bore your existing viewers, so make it short and snappy.

Use a lower third to visually introduce some aspects about you rather than spend a lot of time doing so verbally. You could say list down your name, your Twitter handle, Facebook page etc.

  1. Get into the Content

Take as much time as you need to deliver the value that you want d to deliver and not a second more. If you got a 5-minute idea, don’t use 2 minutes and don’t use 6 minutes.

Its not about trying to optimize your content for robots, but about optimizing the content for people, and this will always work in your favor.

  1. Final Steps

Give your call to action, never more than two, and make them clear. Also, give a complement to your subscribers on screen and request for subscribes.

Here is a typical call to action:

“The best part of this happens in the comments section below, so be sure to leave a comment. Also, be sure to subscribe to our channel to get updates when we publish a new video every week.”

How to Develop a Community

Let’s make one thing clear. YouTube is very different from TV. YouTube is a social network and building the strongest communities, whether on YouTube or elsewhere, is based on common beliefs, and not on common interests.

If you want to build a community online, then you need to bring out what you belief and stand for. Common interests don’t develop into deep connections, but beliefs do.

When you share stories about why you do what you do, and why it matters, it touches all who watch and subscribe. It is only when you start caring that a community starts to develop.

If you don’t stand for something, you are not going to have advocates and in turn, your community will just be mediocre.

Video is more likely to appear higher on a search result page than a lot of other content online. It is also much easier to grow get a deeper, human connection with video than other types of content. You need it and most definitely, your business needs video.

 

David Gitonga

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VIDEO: Allen Cole Intro Video

Allen Cole, a digital marketing agency and consultant firm in Nairobi contracted E-LABZ to create a series of videos for them in an effort to promote and highlight their work for small and medium-sized businesses in Kenya. I were excited to be working with an online marketing agency, like us, and in showing what it takes to build a sustainable business online.

This was a great interview, but it required thorough preparation. The CEO was uncomfortable in front of the camera and no idea what she needed to say. It was necessary that I not only set up the equipment, alone, but also help her bring out what her company is all about.

The shoot was scheduled at 7:00 AM in the morning. However, it was not until 9:00 AM that I got the shot I wanted and got her comfortable and talking. Fortunately, I had a script I always use with my clientele to give them an idea of what to say without having a script written out.

Here is look at the video below.

Enjoy!

David Gitonga

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How to Use Video to Sell

 

Many people ask us how they can use video to sell their products or services. Many do not have an idea of how they can use this rich medium to grow their business, increase their influence, or get the word out about what they do.

Below are 3 ways you can use video to drive engagement and increase sales:

  1. Let the Customers Do the Talking

Did you that 78% of people will choose a business based on peer referral? Now, compare that with just 14% who will choose a business simply because they saw an ad. Your past happy clients have a huge impact in spreading the word about your business. It therefore makes a lot of sense to bring these testimonials to life, and what better way to do that than through video.

Traditionally, websites had written testimonials of people or businesses they’ve worked with. This worked well. Today, however, video is a much more powerful way to show your potential clients that you can and have exceeded the expectations of your clients.

 

 

Video testimonials allow people to see the emotion and authenticity of your past clients. What is more, a video will live on, via YouTube, or other medium. The more testimonials you can get, the more social influence you will be able to show.

Testimonial videos are a powerful way to build trust about your business and help you reach the millions of people already watching videos online.

  1. Do FAQs Differently

Your clients want to know how to use your products and services. They want to be guided on how to make the most out of them. One way to achieve this effectively is to create FAQ videos that provide answers featuring members of your team.

FAQ videos help humanize you and your business and personalize the sales process. They assure your prospect that you’ve heard their concerns and that you’re confident your product or service work.

  1. Don’t Just Email

Email is still a popular way of growing and influencing your leads. However, incorporating video into your emails changes the game altogether.

Video support in email is quickly becoming a hot topic around marketing circles. Did you know that HTML5 Video, the latest technology on the Web, is supported by 58% of email clients? This means that whatever device the client is using to access the web, they are going to watch the video just as you intended – as high quality HD content with all the annotations included.

Rather than send a basic written follow-up or introductory email, why not add a video presentation, a thank you video, a video summary of a meeting you had etc. Email videos are powerful and you’ll be surprised how much of an impact they can add to your emails.

While video cannot do the job for you, it can help humanize your company, personalize the sales process, and help to quickly communicate the value of your products and services.

 

David Gitonga

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