How to Create Professional-Looking Marketing Videos

How many times have you caught yourself suffering through another awful video?  It could be a television commercial, an instructional how-to video online, or anything in between.  There’s no mistaking quality, and it’s obvious when a video is lack it.

There are three key components to any great video production: planning, quality recording, and a little bit of fine-tuning.  With that being said, here are the seven essential steps to producing a quality piece of video.


  1. Research

Here comes the boring part, right? The fact is that accurate research provides a solid foundation for any great marketing piece.  It’s all about knowing your target audience – who they are, where to reach them, how to engage with them, etc. Everything you do from this point will be based on that information.

  1. Advice

Don’t be afraid to ask for help.  Actually, it’s encouraged!  No one knows everything. That’s why it’s great to get an expert’s insight on the matter.  Including these insights within your video can help lend weight to your message.

  1. Scripting

If you’re working with on-camera talent, many people might say that they prefer to improvise rather than rely on a script. This is a mistake you can’t afford to make. Therefore, it’s highly recommended that you prepare a basic script for your video. If nothing else, this will serve as a guideline for how the video should play out. If the video is in an interview format, develop detailed questions to steer the conversation in the desired direction.

  1. Shooting

There are a lot of elements that go into the actual filming of a quality video. Lighting and sound are just a couple of these factors. For that reason, we highly encourage you to hire professionals. If done incorrectly, your audience will simply tune out and turn off.

  1. Post-Production

As with shooting, you’ll want to hire a professional to handle the post-production process. This is when footage comes together in just the right way to create an effective and appealing marketing piece.

  1. Screening

Before you send your new masterpiece out into the world, test it.  See what others have to say. They may pick up on something you would have never noticed. It’s always good to step back from a project and get a second (and even third or fourth) opinion.

  1. Promotion

Now, it’s time to promote your video. Depending on your desired audience, this can be achieved through blogs, social media, television, etc. When promoting the video online, be sure to tag it with relevant keyword. This will ensure that it gets found by the right people.  You might even consider emailing the video link to prospective clients.