Presented By: Tom BourkeDistributorserviceinc.com

• The purpose of this presentation is to discuss the use of digital video as content for websites, e-mail campaigns, social media and more

• However, video is not new anymore and most experienced marketers are already adding video to their mix

• In the past, the recording equipment was expensive and the editing software was complicated– Now, HD video recording devices are common place and

software is simple to use

Creating & Using Digital Video

• Before any script writing, storyboarding or recording preparation is considered, there should be a clear, defined purpose for your video– Will it help you build brand recognition?– Will it end with a call to action to generate a sale?– Will it instruct you customers on how to use or experience a

particular product or service?– Where will the video be used and how will it distributed?

• ABOVE ALL – Always consider the viewer, why should they spend time watching your video?– What’s in it for them?

Planning Your Digital Video

• Types of videos– Your choice of video type should be based on the

goals you set for the piece• Live Demo - Shows step by step instructions on how to complete a

task or use equipment• Talking Head – An individual faces the camera and explains

features and benefits• Interview – One person interviewing a subject matter expert• Video PowerPoint – A narrated or non narrated presentation of

equipment functioning or stages of a process• Video Testimonials – Excellent way to get customers to promote a

business while promoting trust in a brand

Types of Digital Video

• Once the goal of your video is defined and you have decided upon the best type of format to convey your message to the audience it is time to partner with a subject matter expert– As an example, imagine you are putting together a video on how a

new piece of equipment can improve your customers’ business• Partner with a well spoken, knowledgeable expert on that

particular piece of equipment• Create a crude storyboard if necessary• Working with your expert, write the outline of a script in bullets

– If you’ve got the right expert, all they should need is bullet points

• Decide upon the shoot location• Ensure you have the right recording equipment

Preparing to Shoot Video

• Make sure your equipment is working properly, that the batteries are charges and that the smart card has lots of room

• What kind of microphone do you have? Are you using a tripod?• Consider shot angles, what works best?• Record the speaker in short bursts of 30 seconds to a minute

– You can edit these clips together with software using transitions– You can do multiple takes on the same topic and use the one that works best– Say out loud which scene and which take you are recoding before the speaker begins

to talk. This will help during the editing process

• Tell the speaker what you expect from them– You’re not Spielburg, but you don’t have to be– Tell the speaker to pause after they are finished discussing a topic. This will also help

when editing.

• Change the camera location setup to provide different angelsIf possible, take some “B-Roll” footage to edit in later if needed

Shooting the Video

• Download all the raw file snippets• Acquire free background music from sites such as

http://www.freesound.org/• Watch each take to pick the best one for the situation• Ensure you use both audio and visual transitions between scenes• When applicable, add background music

– Pick something that fits the subject matter

• Where appropriate, add background narration• Always end with a call to action and company contact information

Editing Your Video

• It’s a no brainer…upload your video to YouTube or Vimeo

• Embed the video on relevant pages of your website• Use the video to support the central focus of a

targeted e-mail campaign (some sites claim inlcuding a video increases click-through rates up to 65%)

• Continually check analytics to gauge ROI– View the analytics on YouTube to see views– Check out the Events tabs on Google Analytics to see how

many times the video was played from your website– Examine your e-mail campaign stats to see the click

thoughts to the video– Actually speak with your sales team and make sure they are

directing prospects to the video. Also, ask if the video has helped them close a deal

Distributing Your Video

Video Link

E-Mail Campaign

Let’s Look at Some Videos

DSI Custom Color Matching

https://youtu.be/lnqvzEvZXUI https://youtu.be/nos6MaqfOcs

Mecco Laser Marking

DSI Solid Surface Video

https://youtu.be/DnM8a-CKVdI https://youtu.be/P2Q37YlV8kw

Rolf Glass Kipper Product

https://youtu.be/b-YOstIkPcs

Rothman Gordon Shale

https://youtu.be/Dki2kwOr7AU

Creative Pultrusions