Contents. Chapter 1: Introduction...3. Chapter 2: Content...6. Topics...7 Organization...8 Length...8. Chapter 3: Equipment... 10

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2 2 Contents Chapter 1: Introduction...3 Chapter 2: Content...6 Topics...7 Organization...8 Length...8 Chapter 3: Equipment Audio Camera Lighting Chapter 4: Shooting Your Video Three-Point Lighting Diffusion Set Design Delivery Chapter 5: Post-Production Video Editing B-Roll Sound Design Chapter 6: Distribution Strategies Chapter 7: Resources for Security Guard Companies... 34

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4 4 Introduction If you re ready to start using video to start growing your security guard company, you re in the right place. Welcome, I m Courtney Sparkman, CEO and Founder of OfficerReports.com. OfficerReports.com is a software company that provides software to security guard companies and internal security teams around the globe to help them manage their security teams. When I first started growing OfficerReports back in 2013, I started with the usual business development pursuits networking, cold calling and ing but none of those avenues yielded the success that I was looking for. So, on a whim, I started using blogging and social media to gain attention and in the hopes of getting some traction, and everything just took off from there. After having great success in blogging and posting those articles to social media for several years, I decided to try my hand at posting video to social media and found the magic combination of video and LinkedIn. LinkedIn currently has over 610 million members, of which 303 million are active monthly users. To make LinkedIn even more attractive, 40 percent of those 303 million users visit the site daily. And to top it all off, 90 million senior level influencers and 63 million decision makers are actively on LinkedIn as of today. What that means is that, in terms of social media networks, LinkedIn is where it s at for professionals or busines-to-busines (B2B) companies like security guard companies. The only challenge is that with so many people on the platform, it s hard to be seen unless you ve got killer video content.

5 Introduction 5 So, in this book, I m going to walk you through what you need to know to create effective video content for LinkedIn that gets you more engagement and, ultimately, MORE CUSTOMERS. There are five elements of making videos for LinkedIn that you will learn about in this book: 1) Content; 2) Equipment; 3) Shooting; 4) Post-production; and 5) Distribution Strategies. 1. Content 2. Equipment The 5 Elements of making good video 5. Distribution strategies 3. Shooting 4. Postproduction

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7 7 Content So to get started, let s talk first about the Whats. As in, what the heck should you be talking about in your LinkedIn videos? Generally speaking, if you re posting video to LinkedIn, it s going to be, or should be, business or professional content. If you re posting videos of your cats, wrong platform unless you re in the business of selling cats. Topics Source: I ve found that the content that is most viewed on LinkedIn does one of these: Answers a common question that your potential customers are asking Addresses a controversial topic Covers some current or relevant event

8 8 How To: Grow Your Security Guard Company Using LinkedIn Video When you re developing content ideas, your inspiration might come from anywhere. My ideas usually come from some conversation that I ve had with a customer or an industry expert, or from an article that I ve read somewhere. If you re looking to get started quickly, here s one idea for you. Do you have competitors in your space? I m sure that you do. So, go out and check out the most recent content that they re putting out and look for their most liked video or blog post. Once you ve found it, do a video on that topic, but put your own spin on it that showcases your thinking on the topic for your network. Organization Another thing that I learned quickly was the need to have a central place to jot down all the content ideas that you come up with. Maybe it s just the note pad on your computer or smartphone. Whatever it is, make sure that you are able to easily access it when you have one of those genius ideas. When you add that note, be sure to add as much detail as possible along with the source of your inspiration. I ve had a couple dozen genius ideas that went down the drain because when I wrote down the video idea, I wrote down just a short few-word description. As an example in one case I wrote down - Video about hiring. When I came back later I had no idea what the actual idea was and realized that I should ve added more details. DOAH! Now that whole idea is basically lost. And I guarantee was a good one! Length As far as the length of each video, the maximum video length you can upload to LinkedIn is 10 minutes. So, when you go to write your video script or talking notes, keep that in mind and plan to

9 Content 9 keep it brief. You ll also want to leave some room for things like video intros and B-roll content, which we will talk more about in the Post-Production chapter. If you have too much to to fit in a 10-minute video, consider breaking it up into two or more videos instead of one. This is where the idea of a video series makes sense. These are several smaller videos that are posted separately covering a single topic. Breaking your video into a series gives your viewers a reason to keep coming back to catch the new video in the series. Now, let s talk about what kind equipment you ll need to have to get started.

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11 11 Equipment Before you go to shoot your first video, you ll want to make sure you have the right equipment to make a video you ll be happy with. This is where most people start to panic trying to figure out what equipment that they ll need -- Don t! Nowadays, your typical smartphone camera is all that you need to get started. In fact, my very first setup consisted of an iphone, a phone holder, an inexpensive stand and a microphone all purchased off of Amazon. Source: Amazon.com Of course, you can always take things up to the next level by investing in some additional equipment that can improve your overall production quality. So, let s walk you through some of

12 12 How To: Grow Your Security Guard Company Using LinkedIn Video the equipment you might consider investing in and why it can help you. Audio Before we talk any more about video, let s talk about the most important aspect of your video: your AUDIO. George Lucas, the guy that does those little space movies? He said that sound and music are 50 percent of the entertainment in a movie. Fifty. Percent. During all the video conferencing meetings that have become part of our lives, think about that one person on the line that has a really bad connection? Everytime that they speak you re thinking to yourself, Oh my God, please hang up and reconnect. Conversely, if their video goes out or freezes and their audio is still clear, it is still much easier to pay attention to them than if they had bad audio think about it. With that being said, let s talk about what you need for good audio. When I recorded and published my first video, again, my rig was pretty simple. It was my iphone, a lightweight tripod, and a Rode VideoMicro. Generally speaking, Rode is a good brand for all of your audio needs, ranging from $50 up to several hundred, depending on what you need. For shooting videos with the camera close to you, the VideoMicro is an excellent choice that will give you audio that is vastly superior to what you ll get from your smartphone or your camera s internal microphone.

13 Equipment 13 Camera Source: Adorama.com What type of camera is best for your videos? The answer is the camera that you have. Really! Way too often, I ve talked to people who are afraid to start recording videos because They don t have the right camera. Nowadays, most people have smartphones, so if that s you, you can use yours as a very capable camera. When I first started seriously getting into video creation, I heard Peter McKinnon, a very successful video creator say that the only thing that you needed to make great video was your smartphone camera and your imagination. I will admit that I was a bit TOTALLY skeptical about the guy with the $8000 camera saying that a smartphone was all that you needed. But it turned out to be true. The truth is, you re not trying to do videos that you

14 14 How To: Grow Your Security Guard Company Using LinkedIn Video want to get nominated for an Oscar or something, right? I mean, that would be cool, but that s not the purpose of this video. We re just talking about creating videos on LinkedIn to get you and your security guard company noticed. I ve seen videos made for the social media taken with a highquality cinema camera, such as a Canon C200, which shoots in Cinema RAW, and video taken with an iphone XS MAX one of the best video cameras you can get on a mobile phone. In comparing the two it was impossible for me to tell the difference. The point is, you don t need cinema-quality video footage for a LinkedIn video. Videos have to be highly compressed to upload for social media. This means that the video you shoot with a highquality smartphone camera will be basically the same in quality by the time it s uploaded to LinkedIn. With that being said, if you already have a point-and-shoot or DLSR digital video camera. You can use that too. Again, when you re getting started, the best camera for the job is the one you have. But since I got started umpteen years ago, I ve upgraded my cell phone to a Canon 90D, only because I got to the point where I wanted the ability to customize my camera settings and use some specific lenses for some specific effects. You re a few years from that point so start with your smartphone if that s all you have. Lighting When it comes to video creation, there are really two types of videos that you can shoot the vlogging and locked-off. In the vlogging format, the camera comes along with you while you re moving around your home/office, driving your car, or just hanging out at the coffee shop (At the time that I m writing this book, it s February of 2021 so we aren t doing too many coffee

15 Equipment 15 shops, but you get what I m saying) and talking about whatever subject that you re interested in that day. Generally speaking, with vlogging, you re at the mercy of the lighting in the environment that you re recording in. If it too sunny outside the video will be very harsh, or if it s too dark then your video will look very grainy. Vlogging isn t necessarily the best style of video for beginning video creators for your LinkedIn videos. The second style is locked-off shooting. In this style of shooting, you are generally in one location where you can set up your camera and your lights to produce a very good quality video. A vast majority of B2B videos are shot in the locked-off style. This style of shooting can be used for providing commentary on any given topic. Additionally, it s great for a product tutorials or providing information about your company, as well as doing interviews with other people. Generally speaking, taking full advantage of locked-off type shooting requires a little investment in lighting equipment. When it comes to getting the right lighting, not only can it be complex, it can be really expensive. But don t worry, I ve got just the product for you: The softboxes that I started off with can be purchased on Amazon for less than $90. That kit served me well for a couple of years before I decided to upgrade to a more expensive lighting setup.

16 16 How To: Grow Your Security Guard Company Using LinkedIn Video Source: Amazon.com (Neewer Softbox Lighting Kit) The other option for lighting that many content creators use are ring lights. With ring lights, you can dial the brightness up and down, and it gives you that really cool light reflection, also known as a catch light, in your eyes. Ring lights are relatively inexpensive, and you can purchase them right off of Amazon as well.

17 Equipment 17 Soure: Amazon.com (Neewer 18in Ring Light) Next, in the Shooting chapter, you ll learn the basics of lighting techniques and terminology that you will need to know when you go to set up your lighting equipment and we ll talk a little bit about good set design as well.

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19 19 Shooting Your Video So, you ve got your equipment, and you know what you re going to talk about. Time to shoot your video! In this chapter, you ll learn some of the basics about how to shoot a quality video you ll be happy with and that will look professional to your audience. Let me start off by saying there are entire courses in film school devoted to lighting. Also consider that on any film or video production, there are usually half a dozen people focused just on lighting. It s a complicated topic, but fortunately for you you won t have to go to film school or through years of trial and error to figure out the most important points for lighting. That s because I m about to explain to you the basics that you ll need to know to get you started on the right foot. In the last chapter, I gave you some advice about what kind of lighting equipment to invest in and where to get it. So now, let s talk about how to set up your equipment, discuss some basic lighting concepts, and provide you some tips on set design to get you started. Three-Point Lighting In the Equipment chapter, I explained that you most likely want to use the locked-off style of shooting. In the locked-off style, content creators (which is what you are now!) will, generally speaking, use three-point lighting to light their videos. In three-point lighting, there are three lights: a key light, a fill light, and a back light.

20 20 How To: Grow Your Security Guard Company Using LinkedIn Video Key light: The key light is the strongest light in your setup and is your main light source. The key light is placed at the side of the camera in a 20- to 45-degree angle. Fill light: The fill light fills in darkness and shadows on the opposite side of the key light and gives much more even lighting. The fill light is normally only up to 50 percent as powerful as the key light. You can achieve this reduction in the lighting power by using a less powerful light, moving the light further away from the subject, or adding diffusion gels to it. Back light: The back light is placed behind the subject and creates a halo effect around the edges of the subject. The back light separates the subject (that s you!) from the background and highlights the contours. Source: YouTube.com Frameforest Filmschool: 3 point lighting

21 Shooting Your Video 21 Diffusion Next, let s talk about diffusion. Diffusion is just a fancy term for making light softer or more appealing. Hard light happens when you have a small light relative to your subject, which creates harsh shadows. Soft light is achieved when a light source is large in comparison to the subject, resulting in a nice blurred line between the light and shadow of the face. This is what a softbox does. Soft light is preferable to hard light, generally, because it has a more appealing look. Source: how-softbox-size-affects-quality-of-light/ The softness of light is measured in two different ways: 1) Falloff: The distance of the transition between light and shadow. Hard light creates hard edges, which is called fast falloff. That s not what you want. Soft light creates blurred edges, which is called slow falloff. This is good!

22 22 How To: Grow Your Security Guard Company Using LinkedIn Video 2) Highlights: When a light source is reflected onto a subject. Whether the highlight is bright or dim depends on the reflectiveness of the subject s surface. And the softer the light, the softer the highlight. Generally speaking, you are going for soft highlights. As I said before, you can get a pretty decent lighting starter kit on Amazon. Or, you can start off with an affordable ring-light to keep it simple. Set Design Okay, now let s talk about your set design. Sure, you re not filming Jurassic Park here, but your content is still going to include not just what you talk about, but what your viewers actually see in your video. So, it s worth it to give some attention to good set design. Of all the things you need to learn for making quality videos for LinkedIn, set design is probably the easiest one to master. Set design is all about offering your viewers an interesting environment that compliments the main focus of your video, which is you. There are just a few simple rules that I use for set design. 1) Clean up the area that you re shooting in. If you re at your desk, take any junk or clutter off of your desk that will be in the shot. Remember, you don t have to declutter the entire room, just what s going to be on camera. And I m telling you, I would be absolutely ashamed to show you the state of my office and/or studio for some of my videos. But again, it s not what YOU can see, it s what the CAMERA can see. 2) If you re not shooting against a plain background, move away from your background. If your lighting setup is working well, then moving away from the background will

23 Shooting Your Video 23 put less emphasis on what s behind you and more emphasis on helping you stand out from your surroundings. Good set design will help your viewers focus in on you and not that stray scrap of paper on your desk. 3) Add some cool lighting effects, if that s your thing. In addition to the three-light setup, you can also light up the background to make the picture even better. One or two Phillips Hue color changing light bulbs, or some LED lights, will work wonders on your scene. Delivery The last tip when it comes to video content creation is be authentic in your delivery. You want to go into shooting with a script or talking notes of some kind. Remember, whether you re using a script or talking notes but don t read from them like you re in a hostage video. Most importantly, and like I m sure your mom has always told you, Just be yourself. People may be able to copy what you say, but they will never be able to copy the way you say it. If you re quirky, loud, or a natural comedian, let your audience see who you are. People are looking to connect with authentic brands represented by authentic people. That s it! Once you ve shot your video and have some great footage, it s time to move to the next step: post-production. In post-production, you ll edit your footage and add things like B-roll footage, music, and sound effects to take your video to the next level.

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25 25 Post-Production So, you ve done your shoot and you ve got some great video to work with. Let s talk about how to use that footage to create a great video to upload onto your preferred social media platform in this case, LinkedIn. Video Editing Generally speaking, you could just export your video file from your device and upload it as is, but you d be missing out on an opportunity to take your video from good to excellent. In order to get to excellent, you ll want to take your video and import it into video editing software, of which there are dozens of different brands. If you asked a professional video editor what video editing software they re using, many of them would tell you Adobe Premiere Pro. Adobe Premier Pro is a very robust video editing software, but I can t recommend it for beginners. There s way too much going on there to easily do what you need to do to get a video published, and you don t really need it at this stage of your video creation journey. If you re an Apple Mac user, your computer probably already comes with a really good video editor in imovie. It s not as sophisticated as a Adobe Premier Pro, but it definitely has the functionality to get your videos to level 10. For you Windows users out there, there are a lot of options, none of which I have too much experience with other than Camtasia. Camtasia is pretty similar to the video editing software that I currently use, which is ScreenFlow. As a software company, we needed a way to capture and show how to use our security guard management software, which ScreenFlow did magnificently. But I soon learned how easy

26 26 How To: Grow Your Security Guard Company Using LinkedIn Video it was to not only do screen captures, but to also edit and create really nice-looking videos. So, let me explain exactly what it means to edit a video: Once the video is shot, you import it into imovie, ScreenFlow, or whatever video editing software you ve decided to use. And then you have the ability improve the quality of your video footage and also to manipulate it to tell the story that you want to tell. Here s what you want to do: 1) Go through your video footage and remove any dead air, bloopers, or any other parts that don t sound or look too good. 2) Add some B-roll. If you don t know what B-roll is, we ll talk more about this below. 3) Add some sound design/effects in the form of music and sound effects. 4) Insert a video intro. For a cool video intro, just jump on over to Fiverr.com and choose a video intro gig.

27 Post-Production 27 B-Roll Source: Fiverr.com At this point, you ve shot and edited your main video footage, which is known as A-roll. So, what is B-roll? B-roll is supplemental footage used to visually support the A-roll. Think of it as video that shows the story. If in your A-roll narrative you are talking about dogs, then the B-roll might show a video of puppies overlayed on top of your voice. You might also use B-roll to set a tone or mood for the video. So is B-roll really important? It absolutely is. Point blank, period. You can always shoot your own B-roll if you have the time and skill and want to get into it. But I usually use sites like Dreamstime.com or Storyblocks.com to find B-roll that suits my video. The video purchasing plan for Storyblocks comes in at about $8 per month,

28 28 How To: Grow Your Security Guard Company Using LinkedIn Video for five video downloads a month. For a little more, you can get unlimited downloads of video. Depending on the frequency for your content creation, the unlimited plan might be just right for you. Just download the B-roll footage that works with your video, import it into your video editor, and add it in to your video when you want to add some visuals to your points. Sound Design Now that we have a little B-roll inserted, let s talk about sound design. In my videos, sound design really takes two forms: 1) The music; and 2) The sound effects that are used to accentuate the video. When we start talking about adding music to your videos, please refrain from adding your favorite top 10 songs to your video. Doing so will definitely land you in legal trouble and could get you banned from certain social media sites like YouTube. If you re thinking I m nobody, the artists will never know that I copied their song. They ll know, believe me, they ll know. Many social media sites, especially YouTube has a crawler that scans your videos for copyrighted content, and they will catch you. So, unless you have the money to go out and license music from your favorite artists, which I imagine can t be cheap, you ll need an alternative source. The alternative source that I use is EpidemicSound.com, I absolutely love this website. Epidemic Sound owns the rights to tens of thousands of music tracks that you can use for your videos. These tracks aren t some hokey, corny tunes that sound like something your seven-year-old niece put together on her play piano. They are really good soundtracks and the good news is, a subscription for Epidemic Sound for non-commercial use

29 Post-Production 29 starts at about $15 per month. Just browse for some music, download it, and you can import it into your video editor and add it to your video. But not only can you get your music from Epidemic Sound, you can also get all of your sound effects. Sound effects can be used to add a little audio bling to your B-roll or your A-roll. For some perspective, of all the things that you will do to your video, people won t notice if you don t add sound effects, but when you do add them, it really enhances the overall experience of your content. As with your music, you just find the type of sound you want, download it, import it to your video editor, and add it to your video. There are a couple more things that you need to keep in mind when you go to export your finished video from the video editor for upload to LinkedIn: LinkedIn Video Specifications Minimum video length: 3 seconds Maximum video length: 10 minutes Minimum file size: 75KB Maximum file size: 5 GB Orientation: Horizontal or vertical. Note: Vertical videos are cropped into a square in the feed. Aspect ratio: 1:2.4 or 2.4:1 Resolution range: to Frame rates: frames per second Bit rates: 192 kbps 30 Mbps

30 30 How To: Grow Your Security Guard Company Using LinkedIn Video File formats: ASF, AVI, FLV, MPEG-1, MPEG-4, MKV, QuickTime, WebM, H264/AVC, MP4, VP8, VP9, WMV2, and WMV3. Formats that are not supported include: ProRes, MOV, MPEG-2, Raw Video, VP6, WMV1as The last thing we ll talk about, in the next chapter, is your strategy for getting good engagement on LinkedIn with your videos.

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32 32 Distribution Strategies We ve covered just about everything that you need to know to shoot, edit, and upload that amazing LinkedIn video. So, here some final tips for getting successful engagement using videos on LinkedIn. As I pointed out before, the maximum video length for LinkedIn is 10 minutes. But what s the ideal length? I ve seen lots of best practices numbers thrown around, but your best bet is going to be trying different length videos to see what gets the best response from your network. If you have a video that s extremely long, think about cutting it to a couple of minutes and then uploading that snippet to LinkedIn. To view the rest of the video, you can send them to your YouTube channel. The next tip is, you want to make sure that you are posting consistently. When you start to build an audience, make sure that you re not getting them excited for the next installment of your video series, and then it takes you weeks and or months for you to put out your next video. In sales they say, It s easier to keep a customer than it is to find a new one. The same can be said for content creation it s easier to keep a subscriber than it is to find a new one. On that note, I would recommend waiting until you have a few video ideas worked up and then make a few at a time so that you will have a ready inventory of videos ready to post each week. That way, you can make the most of your set and lighting setup while it s in place.

33 Distribution Strategies 33 Lastly, don t forget to post your videos to the groups that you re a part of on LinkedIn. It s really the easiest way to get engagement and to start building your followers and contacts. * * * So, that s my formula for creating better engagement on LinkedIn through videos. If there are any questions, please feel free to get in touch!

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35 35 Resources for Security Guard Companies OfficerReports.com is the Easiest Way to Know Exactly What your Security Officers are Doing. OfficerReports.com is a comprehensive security guard software platform that includes real-time electronic reporting, Real-time GPS based tour tracking, and security guard scheduling and payroll all in one place. Calculating billing rates for your security guard contracts requires very complex calculations that would challenge the most skilled accountant. But now, using OfficerBilling.com you can make calculating your security contract billing rates as easy as it gets. Enter some simple information and the software handles all the calculations for you. OfficerHR.com is the easiest way to hire security guards for your security guard company. OfficerHR.com combines Job Posting Software, an online employment application, and security guard license tracking software all into one easy-touse platform designed specifically for the security guard industry.

36 OfficerReports.com

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