Problem: Creating video seems difficult and/or expensive. Solution: We'll show you how to get it done without spending a ton of time or money. Video is one of the most underutilized elements on the web, yet it can have tremendous impact on your marketing strategy and on the effectiveness of your website. 

While a lot of organizations want to use video on their websites, they lack the comfort level to purchase the right equipment, shoot quality footage, and get it edited and published.

 This session is designed to break down those barriers and give you the tools and knowledge you need to produce great videos for use on your website and on social media.

 By the time we're done, you’ll be able to create high-quality, low-cost videos in-house for your website and you will probably have fun doing it. Ready? Let’s get started... Key Points: * Getting the right equipment (without costing you thousands) * How to capture great-looking footage * How to create customer testimonials, whiteboard videos, and promo videos * Best practices for publishing on the web and social media

1. Producing Great
WEB VIDEO
for Marketing
How to plan, shoot, and produce simple videos in-
house for marketing.
PRESENTED BY: MICHAEL REYNOLDS

2. Producing Marketing Videos
Whiteboard, promos, and testimonials.

3. Agenda
We’ll Cover:
• Why video?
• Video equipment
• Filming tips
• Video editing
• Hosting and publishing video
• Q&A

4. Why Video?
Will Video Help My Marketing?
• Some people prefer video over text
• SEO benefits
• More personal
• Can help content come alive

5. Video Equipment
Shopping List on a Budget:
• Video camera
• Audio
• Tripods
• Lighting
• Accessories

6. Video Camera
Upgrade from the FlipCam/iPhone:
• Removable SD card slot (so you’re not
limited by built-in storage)
• Preview screen that rotates 360
degrees
• External mic input

7. Shotgun Mic
Good Audio is Critical:
• Captures sound from a specific
direction
• Helps filter out ambient noise
• Leaves you with clearer sound from
your subject

8. Tripod
Don’t over-analyze it
• Get any basic tripod
• Seriously, anything is fine

9. Lighting
A Nice Add-on:
• Good for low light
• Won’t need very often

10. Gorillapod
Cool Toy and Useful Attachment:
• Great for attaching mics to stands
• Fits things together in a pinch
• Serves as a standalone mini-tripod

11. Filming Tips
Good Input = Good Video:
• Customer testimonials
• Instructional / whiteboard videos
• Demo / promo videos

12. Customer Testimonials
Social Proof:
• Keep it unscripted
• Use a narrow angle
• Gather some b-roll
• Use the rule of thirds

13. Customer Testimonials
(You): Thank you so much for agreeing to give us a
testimonial! I’m going to ask you a few questions and
when you answer, make it a complete statement. For
example, if I ask “what is your favorite food?” you
would say “my favorite food is pizza” rather than just
saying “pizza.”

14. Whiteboard Videos
Instructional/Educational:
• Great for thought leadership
• Great for repurposing content
• Consider whiteboard
• Ok to center yourself

15. Whiteboard Videos
Instructional/Educational:
• Zoom in enough so that edges are not visible
• Use a big whiteboard (see above)
• Try using more than one marker color
• Rule of thirds for whiteboard
• Unscripted is best
• Make sure you have good lighting
• Keep it short and to the point
• Speak very naturally and conversationally

16. Video Editing
The Finished Product:
• Don’t spend a lot on
software
• Mac: iMovie,
Screenflow, Adobe
Premier
• Windows: Magix Movie
Edit Pro, Camtasia

17. Video Editing
The Finished Product:
• Keep videos short (60 seconds give or take)
• Resist the urge to use fancy transitions (stick to
cross dissolve/blur)
• Add intro and “outro” slide
• Insert name/title bars under subject briefly during
their first appearance
• Add subtle background music (Vimeo Music Store)

18. Video Editing

19. Hosting Video

20. Hosting Video
YouTube:
• SEO benefits
• Easy to use
• Ad opportunities (promote videos, in-video ads)
• Free
• Limited thumbnail choices
• Limited customization
• Not a lot of analytics data
• Often blocked by corporate IT departments
• YouTube logo always appears in videos

21. Hosting Video
Vimeo:
• Free version
• High-quality video playback
• Complete player customization
• Excellent analytics
• Less traffic than YouTube
• Questionable SEO benefits
• Upload limits
• Commercial videos require a Pro account

22. Hosting Video
Wistia:
• Outstanding analytics
• View heat mapping
• Marketing tools (calls to action, etc.)
• Customization and branding
• Excellent management dashboard
• User/project login access
• Video player API
• Email marketing integration
• Email collector option
• Labs with fancy effects

23. Video Placement
Where To Use Your Videos:
• Blog posts
• Case study pages
• Press releases
• Company Facebook page
• Company Google+ Page
• Website home page

24. Go Make Videos
Look How Fancy Your Are:
• Tell stories
• Use in your sales process
• Marketing content
• Don’t be afraid
• You can do it!

25. Video Concepts Exercise

26. Q&A