Sashank RavindranathIn today’s e-commerce space, video marketing has turned out to be one of the most important forms of content to promote products. This is primarily due to its ability to reach a larger group of target audiences and attract them.
According to SearchEngineWatch, videos help persuade 73% of people to buy a product or service.
This specialty has led to e-commerce stores quickly turning to video to grow their businesses. Thus, e-commerce merchants are put in a position to adapt to new trends and learn new secrets to video marketing. So, if you’re a retailer looking to learn how to effectively use videos to sell online, then you’re in the right place. Read through.
Keep It Super Simple (KISS) should be your mantra
The secret to e-commerce video marketing is to keep it simple. This is enough to improve your ability when it comes to increasing the likelihood of a customer converting. The basics of your video marketing must be to educate your customers about your brand and products and simplify the shopping experience.
This is true both for brand-new businesses and those who have been in business for years. Just having a product isn’t enough to make people buy it—you have to let them know what it’s all about, how it works, and why they should buy it. And then you have to convince them that it’s worth their money!
So how do you get people interested in your products and make sure your marketing game stands out from the competition? This is where e-commerce video marketing comes in!
Here are some ways you can implement your KISS motto into the different kinds you put out.
Gain a huge headstart with your launch videos
When a customer is shopping on your site, they may need some help figuring out which product is right for them. In such cases, a ‘product launch’ video can help in guiding them through the process. Such videos work great both for products that are recently introduced in the market as well as the ones that are yet to be launched.
The best ploy for a product launch video is to cover all the details about the product like the looks, features, etc to ensure that your customers know what they’re into and won’t get disappointed. Also, a launch video for an upcoming product helps to increase visitors’ curiosity and motivates them to check out your offerings.
Tactically follow up with ‘how to’ videos
Let’s say your product launch video has served its purpose in convincing your customers to make their purchases. Now, it’s your time to quickly follow up with videos explaining how to use your product.
Also known as ‘product explainer’ videos, your how-to videos, works best when displayed on your product pages or post-purchase emails that are sent to engage customers as they’re awaiting their orders and build relationships with them.
Ensure that your videos act in teaching your customers how they can put your product to the best use. Include a lot of attention to detail in order to maximize the self-serve shopping experience and as a result, reduce customer support requests. Ultimately, all of this can help in making your customers feel comfortable enough to make their purchase from you again in the future.
If you want to make how-to videos that are catchy, entertaining, and informative, it’s important that you use good video editing software to add some music, special effects, sound effects, and even subtitles to your presentation or product demo.
You can also use a video compressor to compress the file before uploading it online or in social media. The most popular formats are .flv, .mov, and mp4, which can be compressed by an mp4 compressor for easy storage without losing quality.
Include User-Generated Content (UGC) in your e-commerce video marketing mix
Providing quality products and a great experience is not rocket science anymore! All you have to do is ask your customers how you can improve your product/service.
A great way to do this is by getting testimonials from satisfied customers.
The next time when collecting feedback, ask them if they would be willing to share their experience in the form of a video (in conversation with one of your experts or simply explaining the product themselves).
Such content from actual users can help you achieve a larger target audience through positive WoM.
Finally, be effective with the video marketing campaign and improve for the future
Here are some tips on how to be effective in an e-commerce video marketing campaign:
Plan your content ahead: Before starting the creation process, you need to have a fixed plan for your content. Decide what you want to convey, what message you want to send, and what video you want to create. This makes sure the video aligns with your brand image and values.
Choose the right platform: There are many video hosting platforms available, but it’s essential to choose the right one for your needs. YouTube and Vimeo are two popular options, but you can also host your videos directly on your website, social media channels, or even in live using streaming apps such as Streamlabs, which let you stream directly from your computer and also offer analytics tools that let you see who’s watching and what they’re watching so you know what content people like most. There are also good Streamlabs Alternatives such as OBS, VEED, and Screen-o-matic.
Keep it short and engaging: People have short attention spans, so keep your videos short and to the point. The first few seconds of your video are crucial, so make sure you grab the viewer’s attention right away.
Highlight the benefits: When creating a video to sell a product or service, focus on the benefits rather than the features. Show the viewer how the product or service can improve their life or solve an existing problem.
Include a call to action: At the end of your video, include a clear call to action, such as “Buy Now” or “Learn More.” This encourages the viewer to take action and can help increase sales.
Optimize for search: To ensure your videos reach a broader audience, optimize them for search engines. Use relevant keywords in the title, description, and tags.
Have an A/B testing approach: Analyze your video’s performance and adjust your strategy accordingly. Look at metrics such as views, engagement, and conversions to see what’s working and what’s not.
By following these tips, you can create effective e-commerce video marketing that will help you reach a broader audience and increase sales.
Conclusion
Think of videos as one more tool to help you make the sale, not just one more thing that gets in the way. If you can break down complex sales procedures into easily digestible chunks, you put your customers at ease and greatly increase the chances that they’ll follow through with their purchase. Once that happens, it will be much easier to rely on a well-conceived video marketing campaign to find more customers who need your product or service.
This is a guest post by Cris Mark Baroro
Cris Mark Baroro is a Search Engine Optimization Specialist from VEED.io, a free online all-in-one video editing platform. He is also a writer, programmer, and QA system specialist – who loves just technology.
