Video has now become an essential tool when it comes to Internet marketing. Video is a fantastic way of attracting new customers, engaging leads and retaining old ones.

It’s a great way to inject personality into your message and show the human side of your business, as well as enabling you to communicate highly complex ideas in an easy to digest manner.

Why are we so afraid of making a video?

Making a marketing video can be intimidating, but there is really no need to be afraid. You’ll probably make excuses like there’s no time or it’s too hard, but once you’ve got past producing your first one it’ll become easier and faster with every video you make.

It’s a myth that you need good camera equipment and editing software to produce a great video. Video doesn’t have to be hard or time consuming, if its done correctly video can be made easily and quickly!

Follow these general steps to making a successful marketing video:

Define your audience

Knowing who you’re creating your video for is crucial for it’s success. Before your start shooting anything you must establish who you are trying to reach. Are you hoping to attract new visitors or returning customers? Developing your content will always be easier if you have a good understanding of your audience. Take time to research keywords, what will your audience be searching for? – you must optimise for these keywords.

Pinpoint your message

So you’ve established who you’re reaching out to, now you need to decide what message you are aiming to put across. It’s important to keep it simple and concise, anything longer than a minute is too long, visitors to your website may lose interest. Your video is most likely to be the first thing potential customers see, so you must grab their attention from the very start. You can’t afford to be boring. If a topic doesn’t excite you, it won’t excite your audience either, try picking a topic that has done well in a different content format and turn it into a video.


When it comes to video production you must be as professional as possible. Design, production value and quality are all important. Quality matters when you are advertising – most videos that have gone viral on YouTube and have been successful have been professional made. If you can afford it, it’s worth the investment.
making marketing video

Broadcast your video

Share your video on the web and see what reaction you get. There are plenty of ways you can distribute your video. Whether it be through social networking sites or blogs – it’s important that you measure what sort of reaction you get. Aim to get some feedback from your target audience, this way you can learn how to make your videos more effective.

Test and Adapt

There’s always room for improvement, you can use your metrics and feedback to make your next video even better. If your first video didn’t do as well as you’d have liked it too, then don’t give up. Use your feedback to look into new ways of creating marketing videos and don’t be afraid to try new things.