1. Identify the goal

Purchases? Subscriptions? Education? Brand awareness? Decide what your video is trying to achieve and what you want the viewer to walk away with. What action do you hope the viewer takes after watching your video, and what business need does it fulfill? For example, “After watching our product demo video, we hope the viewer submits a demo request form.”

2. Determine your audience

Has the audience for this video purchased with you before? Are you introducing a new product or feature to them? Or is this video reaching people who have never heard of you? What will this audience be concerned with? How long will they want to watch? What buyer persona will you be gearing this video for?

3. Set a budget (and a timeline)

Do you have R 8 000 or R 80 000 to make this product demo video? Identify your budget so you know how to proceed. This is also the time to set expectations. If you have a R 8000 budget, you’re not going to come out with a video on par with Apple’s latest release -- and that’s alright.

Oh, and don’t forget to outline when you need this video to be completed. Even the biggest budgets can run up against roadblocks, if the timeline is too limited.

4. Structure your video

Will you tell a story? Highlight pain points? Use text or visuals only? Decide how you want to communicate your goal and how you’ll bring it to life.

If working with a creative agency or freelance videographer, may help you define the structure.

5. Write a script

The script is a crucial part of your video. It defines the tone, pace, and message. Start with a project brief, move on to an outline, and navigate your script, section by section, making sure it speaks to the goals you’ve previously outlined.

6. Find a reference video or inspiration

Seen something on YouTube or any other platform that you like? Make notes of these videos, save their links or take a screen grab so that you can reference the look or even us it's format and layout for your own. This will be become a useful guide when you layout your structure and write your script.

7. Create a marketing plan

Once you’ve shot, edited, and finalized your video, it’s time to decide how you’ll share it with your audience. YouTube, your website or campaign landing pages, and special email campaigns are all great channels for distribution.

But don’t overlook less obvious opportunities, like including your video in your email signature, sharing it in partner blog posts, and incorporating it into your sales team’s pitches.