If you are creating a marketing video, set an actionable goal before you record it. You are not marketing just to make conversation with others. You are marketing to convert viewers, visitors and existing customers. Never forget that.
Stay focused. Stay on point. Tell people why your product is beneficial for them and how they can get that product from you just as soon as they call or email you. Tell them more than once. Make sure your accompanying email has working links that similarly appear more than once in the body. When sending a video link, create an annotation that allows the potential customer to contact you immediately, then repeat that information clearly in the body of your email. Don’t let potential customers hunt around for the information they need.