Using video as part of your company’s marketing package can be a great strategy. Video that is produced well can be informative, entertaining and engaging. Many businesses use it to attract new customers as well as educate and retain existing ones. Some marketing experts estimate that up to 75% of advertising will be in the form of video in the next year. So, there is no doubt that using video to market your product is the best way to stay competitive in the marketplace.

You may have it in mind to make a marketing video, but have no idea how to start. If so, you’re not alone. For many people, the very idea of creating, let alone, starring, in a video is enough to give them a case of the jitters. You might be wondering what kind of camera to use, how to adjust the lighting, and how to edit the video to get the best finished product possible.

If your budget is large enough, the obvious solution is to hire a professional crew to produce your video. However, if you don’t have the funds for that, there is no reason why you can’t learn to produce your own. With a little bit of insight, and some good, old-fashioned trial and error, you can be on your way to making a marketing video worth sharing.

Fortunately, there are many books, articles, and yes, even videos that can help you learn the fundamentals of camera angles, audio and lighting strategies, and editing tricks. Beyond those topics, though, you’ll need to figure out a few other basics. Read on for a quick run-down of these considerations.

1. Know Who You Are Talking To

Defining your audience is the first consideration to take into account before you start filming. Are you trying to attract new customers? If so, you’ll need to include basic information about your product or service. For example, if you make artisan cheese, use your video to tell new customers about the amazing organic, grass-fed milk that you use.

If your video is aimed at returning customers, explain the advantages of your latest product. If you’ve only made mozzarella in the past, but now you are adding cheddar to your line, explain the difference between the two cheeses and give tips for their usage.

2. Be Single-minded

All marketing materials should focus on one goal at a time. If the goal is to give existing customers further education about your product, don’t create a video that would be better suited for attracting new customers. If you have a lot of material to cover, break it into multiple videos. You will save yourself a headache, and your viewers will be more likely to watch your videos in their entirety.

3. Use a Relevant Location

Choosing the right location for your video is important. If possible, use your place of business. If you make a physical product, film in the factory, warehouse, or showroom. If you provide a service, such as insurance, film yourself at your desk. For digital products, use slides and screenshots. Whatever the case, showing customers where the products they use comes from is a simple way to help them feel connected to it.

4. Choose the Talent

Every good video has a star. Choosing the human talent to be the voice or the face for your video can be tricky. Unless your company is a one-person show, you probably have a variety of personalities working for you. If you find yourself having to choose between several people, go with the one who is most comfortable in front of the camera.

5. Write the Content

Your primary reason for making a video is to get a message across. What the message is, is up to you to determine. If your business has marketing materials in print or online, borrow from them to create a script. If you are starting from scratch, practice reading your script several times to make sure it flows well and there aren’t any grammatical errors.

6. Repeat

Once you’ve made your first video, there will be nothing to stop you from producing a whole series. If your customers become your fans, you’ll have a steady stream of views, shares, and sales to be proud of. A healthy food producer, hampton creek, makes short videos for each of their products.

Making a marketing video is a noble way to promote your business. When included in a marketing strategy, it can be a cost-effective tool to attract and keep paying customers.