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4 Crucial Steps for Kicking off Your Next Video

There are a lot of moving parts that go into making a video for your website. Since there are so many different types of videos, there are no hard-and-fast rules on how to approach one. However, there are a few fairly universal questions and processes that need to be sorted out before you jump into scripting, table reading, and production! ### What is the goal of your video? Example 1: Do you want a person to watch this video, then head to the next stage in your sales funnel? Example 2: Are you looking for people to better understand a tricky concept related to your product? Example 3: Do you just want to delight the heck out of some customers? Understanding what your video is trying to accomplish at a high level is crucial. Not only will it impact the decisions you make at each stage in the video creation process, but it will be the key factor in knowing if your video was successful. For example one, maybe you'd want to keep an eye on the traffic flow in Google Analytics. For example two, perhaps success looks like less support tickets related to that concept. And for delightful number three, your metrics might be video engagement, social shares, and qualitative feedback, such as comments on a blog post or messages on social media. Using video in your marketing efforts is a long game. Setting goals for each video, and then taking the time to reflect on how videos perform against those goals is a key part of growing as a video marketer. ### Who is your audience? This is a simple question that's often overlooked, but it goes hand in hand with goal setting. Is your audience familiar with your product? Did they opt in to see this video? Are they coming from a paid ad? A new audience arriving to the page via a targeted ad might need a little more introduction to your company and a whole lot of delight. An audience of superfans who arrive on the video's page via an email can probably do without a lot of explanation. You might even get away with some "inside" jokes. Without understanding who is going to watch your video, it's nearly impossible to approach the messaging correctly. So before you start thinking about the idea or the script for your video, be sure to get a handle on the intended audience! ### Where will this video live? Is this video going in an email? Autoplaying on a landing page? Will it be on a product page with a call to action right below it? Holy smokes. You need to know the eventual home for this video. Context is everything, and it's a much more seamless experience for the viewer when your video is in harmony with the context around it. Take, for example, the video on the product page for Wistia's 360 player. Since we knew the video was going to live on this sleek, evergreen product page, we decided to keep the script straightforward and concise. During production, we also made sure that we had a thumbnail image that would complement the aesthetic of the page. If we know a video will be used on our blog or social media channels, we're confident that we can experiment with more playful, casual videos, whereas product pages and educational videos in our library tend to be more buttoned-up. Context can also inform the length of your video. There's a lot of moving parts when you're making a video, but the whole endeavor could end up being pretty ineffective if you forget to think about where this thing is going to live. ### What kind of timeline are you working with? Like any other project, it's important to understand the timeline you are working with. Is this video due by the end of the week? Is it due tomorrow because it's topical? By the end of the quarter? Coming up with creative approaches can be hard enough as it is, and we always try to embrace the limitation of time to help us scope our projects. For our annual conference, WistiaFest, we knew we had several months to make an intro video for the first day of the event. This meant we had time to plan for a complicated shoot with the whole team involved. We had the opportunity to go over the top, so we did.
 
In contrast, when we launched Timeline Actions, we were working on a tighter deadline, so we went with a simpler, straightforward concept that we were confident we could pull off in a few days. When you're scoping your next video project, make sure your account for all the different aspects that will go into the video. - Concepting - Scripting - Rewriting - Table read - Production - Editing - Delivery Over the years, I've learned to add a little buffer for each stage of the process. The script will no doubt receive feedback, the talent won't get their lines on the first take, and something about the final edit won't be up to snuff from the product team's perspective. If you have to move fast, consider scoping the idea to include less people, so that you don't get bottlenecked by other people's schedules. If you have more time, take the opportunity to brainstorm some more out-of-the-box ideas or try some more difficult production techniques. ### Now what? So let’s recap. You know the goal of your video. You've got the deadline. You've wrapped your head around the intended audience AND where the video will be embedded. Bazinga! I think you're ready to start brainstorming some projects that embrace all of these limitations! The answers to the questions listed above will be super helpful to anyone involved with your video project, so as a tip, try to get all of this information either on a Google Doc where you are scripting, or on the Trello card for the project. Good luck with your next video!
LIBRARY » PRODUCTION
How to Shoot Video with a DSLR Camera
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Wistia for Salesforce: The Complete Video Toolkit for Your Sales Team

Here at Wistia, we used to think of video as a tool for marketers. It's an effective means for building brand awareness in an increasingly visual marketing landscape. However, as more businesses have adopted video and started using Wistia, they've also recognized the power it has to connect people. You want to use video as a tool for more than marketing, and we want to help you do it. Today, we're announcing our integration with Salesforce as our first step towards turning video into more than just a marketing asset. We built Wistia for Salesforce with the goal of empowering everyone to use video as a sales tool. Now, you can use video data to drive valuable conversations and close more deals.
 
### Provide more context with video viewing data It may be easier for sales reps to reach out to leads without considering where those prospects are in the buying process, but it definitely isn't as effective. Sales reps can gain a much deeper understanding of how engaged their leads are when they have access to prospects' full video viewing histories. Every time a lead fills out a Turnstile email collector, that lead's contact information and video heatmap are piped directly into Salesforce within a few seconds. Sales teams can see each viewer's video interactions, like CTA clicks, right on their Salesforce lead record, alongside their viewing history. ### Alert reps of new video activities It's much easier for a sales rep to have a warm conversation with a prospect when they're clued in on what content that lead has seen and how much of a video they've actually watched. With this integration enabled, sales reps can act on new, engaged leads quickly and further their conversations using prospects' viewing histories. Wistia's video activities can be built into your Salesforce workflows to assign tasks to lead owners or alert them when one of their leads has engaged with another video. We've created workflows that notify sales reps when their lead has watched 100% of a video, as well as views of new leads generated with video viewing histories—all to help sales teams prioritize based on which prospects are most engaged. ### Equip sales with compelling content In addition to tracking your video efforts, Wistia's Salesforce integration helps you incorporate video in the sales process. By using a video thumbnail in sales conversations, reps can increase email click-through rates and deepen engagement. Wistia for Salesforce comes with video-ready email templates that each rep can use to include product videos, personalized demos, or video voicemails. Identify the videos within Wistia that you want sales reps to have access to, and we'll import those videos for use in Salesforce. From there, sales reps can drag and drop those videos into the existing email templates or create new ones. With every lead's viewing history at their fingertips, reps can show them something new and move the conversation forward.
When marketing and sales work well together, everyone wins—including your customers. From the video on your site to the video thumbnails in your nurturing emails, your customers will benefit from a well-aligned strategy. Video is more than just a marketing asset. It's an equally effective sales tool. Wistia for Salesforce empowers sales teams to use it well.
PRODUCT UPDATE
Want to learn more?
One of our Customer Success Coaches will teach you all about how this toolkit could transform your sales process.

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Video Marketing Tips for Dentists (or Any Small Business)

What would you do if 24% of the population feared your business, you only saw your customers twice a year (on average), and there were competitors on every block of your city? If you're a dentist, these challenges probably sound familiar. Luckily, digital marketing and video are at the ready, just waiting to fill reclining chairs with new patients. Along with tools like referral programs, reviews, and social media, video has become a highly effective marketing tool for many dental practices. By building trust among potential clients, educating and retaining current patients, and harnessing the unique benefits of on-site video, savvy dentists are edging out their competition and growing their businesses. We spoke with dentist, Dr. Courtney Lavigne, all about her video marketing strategy. ### Knowledge is power. It's also comforting. There are a lot of unknowns involved when you're going to the dentist. How much will it cost? How painful will it be? Are they nice? By eliminating just a few unknowns for potential patients, you can lower mental barriers, relieve anxiety, and convince new people to try out your office. "I've had a lot of new patients join our office because of the feel they got from our website," explained Dr. Lavigne. "Patients have commented that they felt like they knew me before booking an appointment. It's scary to choose a new provider, whether it's a dentist, an internist, or a hair stylist! The more they know about me and my practice, the more educated a decision they can make in deciding if we're the right fit for them."
 
In this video, Dr. Lavigne highlights her new, state-of-the-art office and her overall philosophy. The statement, "I'm going to be giving patients an experience with dental care that they haven't had before," is supported with gorgeous shots of her practice. Lines like, "I'm not telling them what they need, I'm listening to what they want," underline her values and work to assuage people's fears. Stellar Yelp reviews and friendly website design don't hurt, but creating an emotional connection through video is hard to compete with. "In 2016 patients want to be educated and informed about your practice, you and your team, and your philosophy," said Dr. Lavigne. "We've given a web personality to our practice and set ourselves apart through the use of video." ### Build relationships to retain patients When it comes to building any sustainable business, retaining current customers and creating meaningful relationships with them is just as important as finding new ones. In order to educate her patients and stay top of mind, Dr. Lavigne creates tutorial videos with titles like, "The Proper Way to Brush Your Teeth" and "What Toothpaste Should I Use?".
 
"I started making learning videos because it's not uncommon for patients to totally forget what we discussed when they were in the chair," said Dr. Lavigne. "I know, because I'm that patient when I'm on the other side!" Patients are often inundated with information, so educational videos like Dr. Lavigne's serve as friendly and useful follow-up tools. These types of videos can also help foster relationships with patients who haven't visited in a little while. Dr. Lavigne explained, "As new products come to the market, I often want to tell all my patients about them, but not all of my patients are due for an appointment. Video helps me deliver these messages to patients in their homes, rather than waiting until they're in the dental chair." With increased exposure to Dr. Lavigne, her patients can become more familiar and comfortable with her practice. Why wait 6 months (or more) to talk to your patients when video can scale personal communication? ### Build your business #### Rank higher than your competition The truth is, as a dental practice (or any small business), if you don't have a strong web presence, your competitors will outrank you. It's as simple as that. Seeing that more and more potential customers are searching the web to book appointments, effective marketing tools, like video, can go a long way. By optimizing your videos (and your webpages) for search, you can share your brand with the world and drive more traffic to your website. Luckily, if you're using Wistia, our embeds will automatically help improve your video's ranking on search engines. #### Measure and improve With Wistia, you can track how viewers are engaging with your content in real time, figure out what's resonating (and what's not), and improve your videos as you go. "It has helped me to know what areas of each video might be especially interesting, or when a video may be a little too long," said Dr. Lavigne. With Wistia's analytics, Dr. Lavigne is also able to tell where her viewers are located. This empowers her to make informed decisions about her marketing strategy. For example, if most of her viewers are in Sudbury, MA, she can optimize the page where her video resides for the keywords "Dentist in Sudbury, MA." ### Types of video to make In addition to the videos that Dr. Lavigne has used to market her practice, there are tons of others that you could try out. The following list is just the beginning. Think of video as a way to scale personal communication—the possibilities are endless! - About us. Give potential customers a reason to trust the people behind your business. Smiling faces and some sincere introductions will do the trick. - Testimonials. Ask some happy customers to answer a couple of questions for you on camera, then insert some B-roll of you chatting with them. Voila! - Follow-up thank you videos in emails. After someone visits your office, send them a follow-up "thank you" video via email. - Hyper-targeted videos to patients. Do you have younger patients who were super afraid to come to their appointments? Send their families "good job" videos to reinforce those positive vibes. Take ten minutes and - Educational videos about larger procedures. Larger dental procedures can be nerve-racking. Why not make a quick video about all the steps involved and send it out to your patients days before their appointments? There's nothing like a little mental preparation. - Oral health awareness videos. Videos like the following one remind people that going to the dentist isn't all about the cleanings. Screening for oral diseases is an important part of a regular dentist schedule.
 
BLOG » STRATEGY
Video for Schools
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