I like making videos - I have produced hundreds of them for my own businesses.

I've got three separate YouTube channels and I even have one playlist that features "Ross's Rants", which are most definitely NSFW.

This past week I had one of my videos exceed 20,000 views - 20,288 as I am writing this.

It's about Google Analytics and while I don't consider it my best work by any means it is a solid overview of how GA works.

The irony is how I ended up getting that many views - it isn't because the video is good - it's all about the checklist. Here is a chart of my views:

See a lot of folks believe that when you make a video you need storyboards, amazing dialogue, perfect lighting, spectacular sound - and so on. All of the focus - 100% - is on great content.

Now don't get me wrong, the content is not something to ignore. It does need to be solid - but just solid, not the kind of thing a Hollywood director would be thrilled to put their name on.

But once you have created the video itself a tremendous number of folks skip over the absolutely critical steps they need to take to have a video get lots of views.

Key web principle: when you think you are done that's often when the most important work still needs to be done.

So last summer in my office I spent a half hour doing a simple screen capture video - here's how this part of Google works, here is how that part works and so on. When I hit the stop recording button many folks would say I was done.

Would you like to know what I did next?
  1. Video Title Screen Create
  2. Make Camtasia Project
  3. Make / Add Assets including intro and outro
  4. Color Corrections
  5. Audio Balance
  6. Export for Share
Then I went ahead and did this:
  1. Change Filename to Match Keyword
  2. Upload to YouTube
  3. Optimize Description (links)
  4. Choose Category
  5. Optimize Tags (main keyword in quotation marks)
  6. Choose Thumbnail (my title screen)
  7. Add Call To Action(s) Overlay / Annotation
And then before I published it I did this:
  1. Double Check: Correct Keyword Usage, Optimal Thumbnail?, Description URL correct? CTA Overlay's?
  2. Transcript
  3. Add more annotations
  4. Position in Channel (change featured video of channel)
  5. Add to Email / Social Networking / Other Spheres
  6. Make blog post (embedded video) Add url & keyword below video, CTA banner above
  7. Add other videos as responses
  8. Get keyword optimized comments, respond to comments
  9. Embed on Other properties
  10. Add video to playlist(s)
  11. Add video as a response to other videos that are related
So here is the fun part - I'm one guy in Maine. I'd even go so far as to say I am good at what I do but I don't have a staff or anything like that.

If you search Google for "Google Analytics" and look for only videos, there I am on page 2. Right between Siteground and Skillshare - two popular educational sites.

As you might imagine the first page has quite a lot of stuff from Google itself, after all they do own both the Google search engine and the Analytics system involved here. They also own a bunch of other stuff but that's a topic for another day.

The reason I mention all of that is to make it clear that the phrase "Google Analytics" is no easy one, it surely isn't "Fat Pugs Named Frodo who think they are awesome" (I could have made that video and my dog would have been happy).

Here's the bottom line for Internet Entrepreneurs: When it comes to web marketing it is critical to know that when you think you are "done" in fact that might be right when you need to get started.

It isn't as though the checklist above is some secret, go right ahead and follow it and you'll get the same results I did. Same thing with email marketing, same thing with blogging - and on and on.

One of the biggest ways website owners can really help their businesses is to make sure production checklists like this exist and get used every single time.

Ross Lasley is the Internet Educator, an experienced Internet entrepreneur providing web strategy and consulting services to businesses. Ross speaks frequently on web design, e-commerce, and Internet marketing issues and maintains a weekly newsletter, Web Enlightenment.
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