When it comes to using marketing video production, quality has to be good, but don't think that means you have to hire actors and pay thousands of dollars. As a matter of fact one of the great advantages of using video to promote your online business is that it allows your prospective customers to get to know you, it takes away a lot of the anonymity of the internet, that's why it should be all you in front of the camera.
Of course, just because you aren't paying thousands of dollars for a professionally produced marketing video, doesn't mean it has to look like it was made by a third grader. You should always strive for quality video and audio as well as a smooth flowing script.
I can't tell you how annoying it is to try and watch a video online, a tutorial style video where someone is trying to explain how to do something, and have to listen to someone who can't run two coherent sentences together. What a waste of my time!
So, the first thing you should do is to decide the exact topic of your video. Remember, you won't have a lot of time, most videos will only be between 3-5 minutes long. So make sure the video is very specific.
Next, write up an outline (an outline is probably better than an actual script since you want to still sound natural and honest instead of faked and rehearsed). If you are illustrating how to do something online and you will be loading other websites, or going to Google, etc, pause the recording while you are waiting for search results to load. I know you are trying to explain things in real time but no one wants to sit around and wait for your screens to load.
Also, make sure that you don't give away the 'whole farm'. While you want to provide people with valuable and helpful information, ultimately you want them to buy your product or service so you can't tell them everything. Just give them little tidbits of information.
Once you've got a great video made (great from the standpoint that the video and audio are clean and that the narration is easy to follow and on target) you will want to submit that video to video directories. When you submit the video make sure that you include relevant keywords in the title, tags and description. That way your video will get picked up by the search engines and will send a lot of free targeted traffic to your website.
Using video for online marketing is the way of the future. It's easy, inexpensive and very effective if you do it right. It takes away a lot of the impersonal aspects of doing business online, people can see you and listen to you so it makes it easier for them to form a connection with you. Make sure that your marketing video production levels are good. No one expects a commercial grade video and that would probably just turn people off anyway, just make it something worth sitting through.