Uncategorized

Content Marketing DOES work for Logistics Companies! The growth of digital and content marketing has changed the way logistics companies find new business and nurture the business they have. From finding and recruiting drivers and carriers to educating and connecting with customers, content marketing can help your logistics company build long-term relationships all along the supply chain.   Content that Works for Logistics Companies But how do you know what content works? And how do you find the time to create great content that engages potential shippers and/or carriers? Here at Squirrel Works, we’re the only marketing agency that creates content solely for logistics companies, and we’ve found that if your website’s content is relevant and compelling, you can benefit from added content like blog posts, white papers, and videos.   Blog Posts: Blog posts are a great way for logistics companies to build a following. Blog posts provide an opportunity for you to inform customers and/or carriers of your services and the benefits of working with your company. We’ve found that blogging at least twice a month on topics that offer real value to your customers and carriers can boost your website traffic and help you build necessary relationships. White Papers: Don’t let white papers scare you. You are an expert in your field, and you have a wealth of information to offer customers and carriers. White papers are your opportunity to share your expertise and breadth of knowledge with a wide variety of people. Here at Squirrel Works, we suggest you offer a white paper in exchange for an email address. In this way, your white paper works double for you, helping you populate your email lists and establishing you as an expert in your field. Video: Video is quickly becoming a leading way to share your thoughts, opinions, services, and personality with customers and carriers. It’s new and interesting, and studies show that people enjoy watching videos as much (probably more than) they like reading a blog post or white paper. Videos offer you the opportunity to put a face with your name. It’s a quick way to connect with customers.    I don’t have time to create all this content. Time is definitely a consideration when you are looking to up your content marketing game. That’s why the folks at Squirrel Works create content marketing plans for our logistics customers. We use two high-level story frames to help you create content that works for your unique company. Whether you need drivers or want to content with manufacturers and distributors, we can assess your needs and help you create a content plan that will sell.   Once you have a plan, you can create (or we can help you create) content to use on Social Media sites like Facebook, LinkedIn, Twitter, and Instagram. But that’s not all. In addition to blog posts and white papers, you can use the content plan to create email campaigns and sales materials.   If you’re interested in exploring how content marketing can help your logistics company, schedule a call with the experts at Squirrel Works today!  ...
Uncategorized

Should you be online?  Ten years ago, this question was unimportant for logistics companies who handled their sales and marketing by telephone, snail mail campaigns, and in-person calls. But the logistics landscape has changed and will continue to change, and if you do not have a digital strategy, you will be left behind as more and more marketing and sales processes are dependent on a dynamic and compelling online presence. Social Media Channels are a great place to boost your online presence; they offer lots of engagement and a wide swath of customers for a variety of needs. But there are so many channels out there--Instagram, Twitter, Facebook, LinkedIn, Snapchat, YouTube, Foursquare, Pinterest, Tumblr. You don’t have the time or the energy to create and, more importantly, maintain a presence on so many sites.    So how do you choose the best social media channels for your logistics needs?    LinkedIn  If you’re in business, you’ve heard about LinkedIn. Even if you don’t have a personal presence on LinkedIn, you’ve probably received repeated requests for connections from friends who do. Is LinkedIn right for your business? LinkedIn is a great channel for freight brokers, 3PLs, and vendors to the logistics space who are trying to build brand awareness to partners. It’s a great place to share valuable content and to network with potential customers.   Facebook  Facebook is always in the news. And it’s very likely that you have a personal profile on the social media giant, but is it a valuable space for your business? Facebook can be really helpful for carriers looking to recruit new drivers for their fleets because it hosts many groups for drivers looking for information. If you need new drivers or are interested in driver needs or issues, Facebook is a good bet for your business.   Instagram/Twitter Instagram and Twitter both rely on short posts to quickly capture attention. Twitter, especially, is a great place to interact with customers rather than friends, while Instagram is a great place for photo and mobile phone savvy users. Instagram/Twitter are excellent places for logistics companies who are looking to attract new and creative young talent because they have millions of young users.   How do you use your new social media channel?   Once you have your new social media channel up and running, it’s important to have a strategy. You should have a regular posting schedule, and you should keep to it. Consistency is key in order to stay engaged with your audience. Here at Squirrel Works, we’ve been managing social media accounts for several years now, and we’ve found ideal posting frequency for logistics companies is approximately between 3 and 5 times weekly.  Sales posts should be staggered with valuable content posts. Keep your potential customers engaged by posting valuable content 60-65% of the time and keeping sales posts to a ⅓ of your content. Reevaluate your posting schedule. Your audience will let you know if you are posting too often by ghosting your content. If your analytics are dropping rapidly, it’s a good signal that you are offering too much content, so you can reevaluate and create a new schedule.   What about online reviews?   If you’re not taking advantage of online reviews, you are really missing the boat. 95% of shoppers report that they read online reviews before making purchases. Think about it. How many times have you checked out online reviews before making a big purchase?  You get these reviews by making sure your customers know you want them. According to Marketing Land, you can legally solicit reviews on your social media channels by including links to your top review sites to make it easier for your current customers to leave you a positive review. In addition, you can link to review sites in your email newsletters with a call-to-action. We encourage you to make it as easy as possible for customers to leave reviews. When asking directly for a review from a trusted customer, you can offer to write the review for them and just ask if they agree. This makes it painless and offers your customers an easy way to sing your praises!   Don’t be overwhelmed by creating an online presence.   If you’re still confused and would like more help with creating a valuable and scalable online presence to enhance and boost your business, schedule a call with Squirrel Works. We’re happy to take a look at your strategy and help you craft a social media presence that will help you take your logistics company to the next level.  ...
Uncategorized

As we near the end of 2019, it’s a good time to think about our digital marketing strategies. After all, to keep up with your competition, you’ll want to stay ahead of the curve. In the last 5 years, marketing and the technology available to marketers has changed. We can expect this growth to continue into 2020. Now’s a good time to look ahead and see what trends you can expect, and how to use them to your advantage.    So what’s incoming? Here at Squirrel Works, we try to stay ahead of the pack in digital marketing, so we’ve compiled a short list of three trends to keep your eyes on in 2020. If you’re not already using these technologies, you’ll definitely want to add them to your strategy.    Social Messaging Apps When they first arrived on the scene, social messaging apps were simple apps meant to ease messaging between people in the same social networks. However, more and more messaging apps are being used by businesses for communication between employees, but also as a way to communicate directly with customers. Think about the potential! In 2018, Facebook Messenger facilitated the exchange of 10 billion messages between people and businesses every month! The great news is that if you can harness the power of social messaging apps, you are likely to increase customer engagement, boost sales, and offer ongoing support which will cultivate long-lasting relationships.     Chatbots The Amazon Effect has changed the way we do business, and is most evident in the area of consumer/customer expectations. As customers expect their goods to be delivered on a dime, they also expect their questions to be answered within minutes. In fact, studies show that many customers expect a response in 30 minutes or less.  Conversational marketing has always been important, but now it’s imperative. Luckily, AI bots have become more intelligent and easier to work with. Chatbots can offer your customers 24-hour service, instant responses, and immediate answers to simple questions. If you’re not using chatbots now, you are missing the boat. A recent report on chatbots indicates that almost 64% of customers prefer to message with a bot for their customer service needs! And we expect that number to continue to rise.   Video As with social messaging apps and chatbots, video has been used sporadically in digital marketing for the last few years. However, it’s really taking off, and you will want to keep video in mind as 2019 rolls into 2020.  Most social network sites use algorithms that rank video higher than any other form of content, so you’ll want to harness video’s star power. We believe live video will be a major player in the realm of video marketing in 2020. Early statistics show that consumers watch live video content as much as 3 times longer than any other video content.     2020 is only a couple of months away. Now is the time to add these three digital marketing strategies to your overall plan. You won’t be sorry.  ...
Uncategorized

Disruption is the name of the game in logistics. Last year it was the ELD mandate, the driver shortage, and a booming economy. This year the AOBRD deadline, the Drug and Alcohol Clearinghouse rule, and IMO 2020 together create the potential for some rough riding the last couple months of 2019 and the first few of 2020. With all the ups and downs, perhaps because of them, digital freight brokers are reporting record-setting profits.   In logistics, strong customer relationships are still #1--successful 3PLs work overtime to create and cultivate trust and respect. But with rapidly-evolving transportation technologies, the importance of speed is a close second. Anyone who’s been working in logistics for more than a couple of years understands the magnitude of change. Ten years ago, phones in a brokerage rang off the hook. Technology has quieted some of that noise but it’s increased the pace of our work, as well as, the speed of service customers expect..   The truth is that customers can and will give their freight to another provider in mere minutes. A carrier can book his truck before you’ve hung up the phone. Many industry experts believe it’s the best time to work in the logistics industry. Here at Squirrel Works, we believe there’s never been a better time to work for a 3PL or a transportation program because of the amazing technology we can use and offer today.   Transportation management systems (TMS), tracking and visibility software, and customer rate calculators are the most common technologies 3PLs and freight brokers tout. And they should be as they have completely changed the game. But there are many must-have tools that increase productivity and efficiency for front line employees, and today we’ll examine a few of our favorites.   6 Surprising Tech Apps and Tools You Should Try Today   Facebook   Social Media works for logistics and trucking operations.   Take the Rate Per Mile Masters Facebook Group, for example. This is a master group that includes drivers, dispatchers, and other experienced transportation professionals who post and comment about relevant topics concerning our industry. If you’re not a member of this group you must change that now--especially if you’re a freight broker or 3PL. This group provides an insider view of the most compelling issues affecting drivers and will help you gain new insights into the ever-changing environment.   And it’s only on Facebook.   But groups like Rate Per Mile Masters aren’t all Facebook has to offer. Facebook is a great place to reach customers. 92% of digital marketers use Facebook for advertising, and a whopping 74% of users visit Facebook at least once a day. This level of engagement offers small businesses a great opportunity to interact with their target customers on a regular basis.   LinkedIn    LinkedIn and Facebook serve different purposes. The mechanics of the LinkedIn platform are similar, but the audience is white collar professionals who want to network. You won’t find many trucking companies on LinkedIn, but you will find shippers and supply chain professionals. LinkedIn offers groups for like-minded professionals who share valuable insights on the state of the market, as well as, best practices and government regulatory information.   Don’t worry, you don’t have to master the art of social selling to make LinkedIn valuable. Just keep your profile up to date and buff up your networking skills while using the app.   Ring Central    We use Ring Central at Squirrel Works; however, feel free to substitute a VoIP system app of your choice.   Ring Central (or the VoIP of your choice) can potentially lessen the time you spend working. For example, you have to leave the office to run an errand. With the right connectivity and Ring Central, you can do so without missing a beat. Ring Central is cool because it includes instant messaging, SMS, Phone, Voicemail, and Conferencing capabilities baked into a single application. In an industry where time really is money, it’s invaluable to be connected (when you choose to be).   Vocus   Vocus is an email tool that tracks sent emails and alerts the sender in real time when the receiver opens the email. This is an indispensable tool for sales professionals who need to know when a prospect engages with their email. No longer will you wonder to yourself, “Did Super Prospect receive my email?”   But that’s not all Vocus does. It also works as an email sourcing tool that helps you locate emails of prospects while verifying the validity of each account. In the past, many Gmail users ran into issues with duplicate emails. Vocus solves that problem.   Vidyard   Vidyard is a new email tool for our team, but we’re sure it’s going to add value to our email arsenal. Vidyard is a video company that enables you to use video instead of text in your emails. We all know how difficult it is to stand out in someone’s already full inbox. Vidyard fixes that--when a video with a personal message pops up in your prospect’s inbox, curiosity compels a quck open. Boom-you’ve got immediate engagement!   Even better, Vidyard offers a freemium tool. That’s right. No strings attached, just a free tool. If you don’t get the desired results, the Vidyard team, with a variety of additional resources, provides assistance to set your videos up for success. Their support team makes setting Vidyard up easy and effective.   Mailchimp   Mailchimp is a great tool that helps you automate your processes. And that gives you an advantage. Do you have an email you send out regularly? With Mailchimp, you can throw that email into an automated campaign, sit back, and watch the tool go to work.    And Mailchimp integrates with most popular Customer Relationship Management (CRM) tools. Yes, there are several good email automation tools out there, but here at Squirrel Works, we’ve found that most of these tools need a “middleman” to work properly with your CRM. Not Mailchimp.    In addition, you can connect your analytics accounts to receive accurate reporting on how well your email campaigns are driving website traffic. Mailchimp is the most cost-effective tool you can implement while still maintaining a good user experience.   The truth is change and innovation often arrive together. And in logistics, disruption is the name of the game. In fact, some experts believe we’ve entered a new normal. In this new landscape, you’ll have to work harder to stay ahead of the curve. You must be tech-savvy, and we’re not talking enterprise tools here. Yes, it’s a great time to work in logistics especially if you take advantage of the apps and tools that can help you take your business to the next level.    ...
Uncategorized

Have you ever heard the phrase, “The more you sweat in training, the less you bleed in battle?”   This phrase perfectly describes the kind of market we currently see in transportation.     Yes, Squirrel Works is the premier marketing agency for transportation and logistics companies, but we’re transportation people first and foremost. Our job is two-fold. It’s imperative that we stay ahead of the latest trends and strategies in digital marketing while continuing to cultivate our transportation knowledge. The truth is “knowledge” isn’t enough. It’s our job to understand the freight market so we help our customers develop compatible strategies that will put them in position to win.    The market is soft right now, unless your strategy is to provide customers with bottom of the barrel rates in order to keep or gain new market share. The question remains: is low-balling rates really a strategy?  Experts explain that the soft market is a side-effect of the great year everyone had in 2018 which has resulted in an overabundance of capacity. In addition, our economic outlook is a little fuzzy due to trade wars and political uncertainty. It is what it is--and we can’t control it. But you can control what you and your company does to prepare for the shift because we all know, there’s always a shift. Sure, I understand you’re probably operating in survival mode, but above and beyond that--what are you doing?    I recently talked with a customer who said his company is operating at 50% operational capacity. He admitted that it’s scary to realize he has that many resources sitting idle, but knows the pendulum will swing and he will need those people. It’s a pretty admirable and upstanding way to do business--refusing to lay people off during downswings.    I wanted to know what those folks are doing. After all, when a freight brokerage isn’t busy, it’s easy for team members to fall into a lull period. Refreshing your email, and waiting for a new load to come in isn’t a strategy at all. What are you doing to prepare for the day when this oversupply of capacity disappears? Because it will.    In the military we had a saying, “Train as you fight.”  How are you using this slow time? Are you sharpening your craft? It’s something to think about.   I hope you’re not playing a waiting game.   How many times have you said:    “Once this RFP is done, we’ll make a decision on technology?”  or  “The holidays are coming up. It’s probably better to wait for the new year.”  or  “Our load volumes are pretty low right now, so the timing is all wrong.”    What about:   “We don’t need to hire anyone until we pick up a new shipper.” or “When we post our loads they cover themselves.” or “We can get another few years out of our TMS.”   Unfortunately, we don’t always rise to the occasion, instead falling back to our level of training.  If your training has been taking shortcuts in the slow time, will you be ready when things pick back up?   I recently watched a webinar that reported some early indicators showing our economy might be heading back into a full bull market. Experts explained that maybe what we’ve been experiencing was a new type of recession and that’s the correction. If that’s the case, is your team ready?    We have to train so hard and sweat so much during the training, so we’ll bleed less in battle.   Don’t put off researching new technology or creating a sales & marketing strategy.  Start thinking about the future of your company and why you will exist in the next five years.    Put in the work now, so that you’re ready when the battle comes, when the freight comes, when the money comes, when the opportunity comes.   Do the hard work now. If you fail to train, you’re training to fail.   “The more you sweat in training, the less you bleed in battle.”   Get out there and sweat everyone. ...
Uncategorized

What’s digital marketing, and how can Squirrel Works help?  That’s a question we get a lot here at Squirrel Works, and it makes sense. After all, digital marketing is a fairly new and somewhat foreign topic in the transportation and logistics industry.   So what is digital marketing? Simply put, digital marketing is the marketing of products or services using digital technologies--primarily on the Internet, but also on mobile phones, display advertising, and other digital mediums.   What digital technologies should you be using? Good question! At Squirrel Works, we believe the foundation of a successful digital marketing strategy is a quality website with a clear and concise message. In addition, we recommend an active presence on social media channels such as LinkedIn for brokers and vendors to brokers and Facebook for carriers and vendors to carriers. Finally, we suggest you incorporate a consistent and creative content strategy that includes blogs, white papers, videos, and more.   Check out this blog to see if it’s time to redesign your website!   Let’s take a closer look at the website. For website building, WordPress is one of the most widely used platforms. According to Kinsta, WordPress currently holds a 34% market share of websites online today. With so many companies and developers choosing the WordPress platform, you’ll find a plethora of online resources to help you create an excellent website for your transportation and logistics company. And don’t worry about plugins--there are plenty of free plugins and they make integrations much easier if you take that route.   What about Social Media? Social media is a major factor when it comes to digital marketing in the logistics and transportation space. Managing social media accounts isn’t rocket science by any means, but it does take time, effort, and consistency to make it work for your organization. In our experience, we find it’s most effective when you post a minimum of three times per week.  You can certainly post good content more frequently if you find it beneficial for your audience (key words--good content). We believe a mix of thoughtful articles/blog posts, engagement-driven posts that highlight your service offerings, and educational posts create an excellent formula. If you use this formula, you’ll find that being helpful online will grow your audience and your customer base.   Check out this article on content to put on your transportation and logistics social media accounts.   Good Content is Key! We touched on this above, but the last and arguably the most important aspect of digital marketing is content creation. Have you ever heard the phrase, “Content is king”? Well, there’s a reason for that--it’s the truth!   Content and how it’s offered is evolving rapidly. In the very recent past, it was enough to whip up a smart blog post and stuff it with keywords. BOOM, you were easily discovered on the world wide web. Unfortunately, it’s not that simple anymore. Algorithms are constantly changing, and content is stepping up to the plate. We recommend you begin creating video content you can break down into podcasts, images with quotes, and short posts. We like to call it the Gary Vaynerchuk method--creating one long-form piece of content and using it in smaller portions to distribute across multiple channels.   Digital Marketing--the Big Picture Digital marketing can and should be fun. If you have a modern website, preferably built on the WordPress platform, active social media accounts with at least three posts a week, and a thoughtful, smart, and creative content strategy, you are on your way to success. If you have any questions, please don’t hesitate to reach out to the Squirrel Works team. We LOVE transportation, and we LOVE marketing....
Uncategorized

You need a digital marketing strategy and you need it yesterday. After all, digital marketing is changing the way we do business--even in the logistics industry--and if you don’t have a plan, you’re behind the curve. It’s tricky, isn’t it? You don’t know where to start. You turn to Google for answers, but you’re led down a rabbit hole. There are so many ideas, strategies, and experts out there. By the time you look up from the computer, you’re exhausted and no closer to a solution. We get it. That’s why we created this list of eight steps to help you create a successful digital marketing strategy for your business. Have a goal. What do you want to achieve? Set a realistic and measurable goal for your digital marketing strategy. Remember that as you grow and learn, you can always set new goals.   Know your target audience. This might seem like a no-brainer, but it’s not. You’d be surprised by how many people are trying to connect with everyone. Know who you’re talking to. Potential customers, drivers, or agents--it matters!   Know your competitors. Check out your competitor's websites, their social media channels, their blogs or email campaigns. Find out what you can do better and do it!   Know your team’s strengths. The best way to get things done is to know your team members’ strengths and assign them tasks accordingly.   Google your company. This will show you how easy (or not) it is for potential customers, drivers, or agents to find you in comparison with your customers because you’ll want to Google them too.   Start a newsletter. You don’t have to take our word for it. Marketing guru, Ann Handley, says that newsletters provide marketers with a weekly invitation into their customer's inboxes. She believes that newsletters are “100% effective” and “the backbone of so many content marketing efforts.   Be mobile compatible. With mobile phone users on the rise--come on, who isn’t doing business on their phone--it’s imperative that your website looks good on a phone screen!   Think outside the box. Consider other marketing options like affiliate marketing, commenting on industry blogs, starting a blog of your own, guest posting, and taking part in or hosting webinars. The sky’s the limit!   Digital marketing can be confusing, but once you get started, you’ll begin to have fun. If you still don’t know where to start, give us a call at Squirrel Works. We’re marketing experts with a focus on transportation because transportation is what we know!  ...
Uncategorized

The 2019 TIA Capital Ideas and Exhibition Conference takes place in a few short weeks, and here at Squirrel Works, we want you to make the most of this exciting opportunity. Does networking come easy to you? If not, we’re here to help. Asking the right questions is challenging, but it’s worth your time because the right questions will gain you valuable industry insight.    Don’t be nervous. All you have to do is start out by asking simple questions that demand simple answers. You want to get to know people, not impress them with your business acumen. So without further ado, here are five questions to get you started networking at this year’s conference. Where are you from? When you know where someone lives, you can more readily come up with topics of conversation--area sports, weather, vacation spots. What is your favorite Podcast, TED talk or book? This opening can create a great discussion of new business strategies discovered through online media. What’s your favorite activity when you’re not networking at the TIA Conference?   People love talking about themselves, and opening with a personal question puts them at ease and helps create a casual engagement. What did you think about the event or speaker? You’ve heard the old saying, “If five people witness a car accident, there are 5 different versions of the event.” The same logic applies to a networking conference. You can learn from someone else’s viewpoints or takeaways and improve your own understanding. What’s your go-to resource for industry news? There are so many logistics resources out there, and everyone has a favorite. When you ask this question, you might learn of new and interesting resources. Are you attending the 2019 TIA Conference? We’d love to meet up to chat about how digital marketing is changing the transportation and logistics landscape. Get in touch and let’s grab a coffee or find us at booth 518.  ...
Uncategorized

Separate Websites Do you have two websites? One for your brokerage and one for your warehousing services? If the answer is no, you might be underutilizing a valuable asset--your warehouse. If your warehouse is full, you can take a pass on this blog. However, if you’re looking at empty floor space, and you’re not sure why, you may want to pull up a chair and hear me out.   Why do you need two separate websites? First of all, you want to gain online visibility for your warehouse--and you can’t do this if your warehouse information is buried in your brokerage website. Secondly, you need to be able to track stats for warehousing, and that’s much easier if it has its own site. And finally, you can increase SEO for warehousing and your main site.   VISIBILITY   Let’s take a look at the visibility piece. Type your company name into Google, and you should see a Google My Business listing to the right. There you’ll find the category listing--most likely Trucking Company or Logistics--you gave your business. What you might not know is that Warehouse is a separate category in Google’s eyes. When a person starts a Google search, the algorithms strive to give the user the best possible results. If you’re looking for available warehouse space in a specific location, Google shows the “Warehouse” category listings first. If you aren’t listed in “Warehouse,” you’re not showing up.   Tracking Stats   Sure, you can set up tracking for the page with your warehouse copy. But imagine the superior insights you’ll gain when know the folks who visit your warehouse page are looking for warehousing services and not just clicking through your website.  Freight brokers are able to work with people all over the country and world. Warehouses can help only those folks in their geographic area. Once you can see the data you’ll know the location of your website visitors. You can even set location settings to ensure the majority of your traffic is local. Don’t know how to do that--reach out to Squirrel Works, we can help!   Increased SEO SEO is a tricky thing to master, and link building is imperative when it comes to increasing domain authority. Not familiar with Domain authority? Check out this article from Moz that breaks its down for you. One of the main factors affecting your  Domain Authority is the number of comparable company websites linking to your site.  This tells Google your website offers up useful information other websites choose to share with their visitors. When you create a warehouse website separate from your main website, you can add a backlink for the main website! Win win in our book. With any new website you must create a new Google My Business listing. Now that you have a separate warehouse website you can categorize it in the warehouse section. This helps searchers who type in “available warehouse space in . . .” find you!  Your warehouse listing was just a page on a logistics website. Now it stands alone and is ready to be found. If you’re looking to gain increased visibility for your transportation and logistics business we would love to hear from you! Give us a call today or send us an email [email protected]  ...
Uncategorized

Harness the Power of Video Marketing Trucking companies are experiencing a whopping 54% increase in brand awareness. At the same time, they’re generating nearly 66% more qualified leads. (Video Marketing Statistics You Must Know) It’s no wonder, video marketing has become a big player. Smart trucking companies know that video marketing is more than worth the investment. You can use video content in a variety of ways--on your website, in your social media marketing efforts, as well as, for the driver recruitment process. Here at Squirrel Works, we love video marketing. You see, human beings are wired for story, and good video harnesses the power of story to reach your customers. Just remember--we said GOOD video. And GOOD video requires a little expertise. Here’s how we do it at Squirrel Works.   Camera: First of all, good video requires a good camera. Here at Squirrel Works, our primary camera for recording video is the Canon XC10. We love the XC10’s amazing 4K image quality. When the image quality is this excellent post-shoot edits are a breeze. As with all good things, the Canon XC10 has a downside, and that’s the built-in camera lens. Sure, it’s pretty standard, but it’s a slight bummer that we can’t take advantage of all of Canon’s amazing lens style offerings. Along with the XC10, we use a simple 64-inch aluminum tripod we purchased on Amazon. Yeah, you could drop a bunch of money for a tripod, but you won’t get a lot of bang in ROI for that buck. Our tripod is affordable and simple to set up and use. What more do you need?   Background: We liked the idea of a controlled background, and green screens are crazy fun--so we got one! Green screens are what they sound like--green backgrounds in front of which subjects are filmed. They allow different backgrounds to be added to the final images. We prefer the green screen to premade backgrounds because most premade backgrounds aren’t made for transport. They needed to be folded between shoots. They end up with hard crease lines which don’t look terribly authentic. With our Elgato collapsible green screen, crease lines are a thing of the past as we move with our equipment from one trucking company to another. We simply roll it up when we’re done and pull it back to tension when we’re ready to film again.   Lights: Lighting is always important, but even more so with a green screen. No one wants to shoot some great footage that can’t be used due to poor green screen lighting. When filming we use 2 Neewer (actually the brand name and not a misspelling) Bi-Color dimmable lights that allow us to control exactly how much light is on the green screen. We can change the color of the lights to enhance the shooting environment.  In addition to the green screen lights, we use a Neewer ring light right on the camera to enhance the subject being filmed.   Editing: Editing is the fun part. And while video editing for trucking companies can be challenging, the right editing software along with a solid workflow makes it more manageable. We currently use Adobe Premiere and the Creative Cloud apps to edit. Premiere comes with a lot of benefits, but we like it because it’s really popular. That popularity means we can find tons of helpful information online! We get lots of cool ideas during our filming with trucking companies. Shared online learning makes learning new tricks and adding them to video easy.     Are you interested in shooting some videos to aid in the recruiting process? Check out some of our work and give us a call. We can’t wait to connect! Quick video examples: https://www.youtube.com/watch?v=rZFz8jBRSjE https://www.youtube.com/watch?v=Dtlr1OMTCB8  ...