Sashank RavindranathWith new e-commerce stores springing up around the internet every other day, the competition is getting more fierce than ever. The challenge is to not only attract customers but be able to make them repeat purchases from the store. With this in mind, all the e-commerce companies are utilizing every possible way to gain shoppers. Every day, a new marketing scheme is adopted so that the store can highlight itself among a sea of competitors.
Different media is brought into effective action such as audio excerpts or photos on social media. However, one medium that has been at the forefront as a marketing tool in the current year seems to be video advertising.
There are a few tips and tricks that any e-commerce store can adopt to captivate the attention of customers by using videos. We will explore some of these tricks in this post.
1. Add Different Kinds of Videos to your Lead Capture Page
Only using one kind of video on the landing page is not enough to captivate the attention of the viewer. Testimonials through videos are an effective form of communication as they show that your product is tried and tested.
Although the testimonials might work as a review many times, the product’s technical information can be missing from it. Therefore, it is essential to have tutorials on your product page that can show the customers how to effectively use it.
Along with tutorials, it is also helpful to have videos that highlight the main features of the product. For example, if the store sells hair pieces, it would be a good addition to have a video that shows multiple ways in which the hair pieces can be donned.
2. Use Videos That Strike a Connection
The advantage that videos have over pictures is that they can contain more information and use transitions to make the information more digestible. – Brad Anderson, Founder of Fruition
Apart from that, videos are an excellent form of storytelling. As a consequence, the products can be used to tell stories about people who we know.
For instance, if customers watch a popular tennis player using a racquet from a certain brand, it makes them value the brand more. The story of these players can be used in the video advertising by the brand as well to reiterate the fact that success is closely associated with their brand. Buying this brand can thus give customers a sense of self-satisfaction.
3. Tell Your Business' Story Through a Video
All e-commerce stores try to introduce themselves by having an introductory page that narrates their story but not many choose video as their story-telling form.
An introductory video captures the attention of the customer as they would be interested in the story while also getting to know more about the mission and values of the company.
One of the best examples of a similar video can be the Lego story which details the humble beginnings of Lego stores and how they have expanded their business worldwide. This video can be included in the subscription newsletters as well as in the announcements on social media.
Here’s how Schur does this on their website’s hero section.
4. Ensure the Video Is of the Highest Quality
No matter how good the content of the video is, a low-quality video can put off a customer and would want them to exit the page. Therefore, it is important that along with focusing on the content, the technicalities should not be overlooked. A good video must have sharp quality and should be positioned in a way that the user does not have to scroll much to see it.
It is important that there is a dedicated professional team who shoots these videos and that the content of these videos goes through multiple drafts before the scripting is finalized. In such cases, the amount of effort that went into creating the video would be visible from the final advertisement. – Lisa Johnson, Ecommerce Expert at Geeks Health
5. Use User-Generated Videos
The advertisements with models can be a good way to bring attention to the product, but there might be hesitant buyers who are not convinced enough by ads to buy the product.
Nonetheless, if they see a user’s video on the internet who goes through the process of unpacking and trying the product then it would make the prospective customer know the product as a person to whom they can relate. It would also give them social proof of how the product looks without studio lights and editing. All of these can cement the decision of a skeptical buyer.
6. Live Stream Important Events of the Company
Got a new product to launch? Live-stream the event.
Research proves that customers are three times more likely to watch live videos than pre-recorded ones. As it leads to better sales, instead of quietly putting a new product on the website, it is a better idea to create hype for the product before it is launched. A well-streamed event will pique the interest of prospective customers while also giving them vital information about it.
With all the leading social media websites offering live-stream options, there is not much effort that has to be done to have a live session.
Live streaming can also be more personalized as many consumers can have their questions answered during the session. – Miriam Domer, Content Marketer at Legal Finders.
7. Add Videos to Your Content Mix
It is not necessary to treat videos as separate entities.
Video advertisements can be embedded in other forms of marketing. They can be shown on social media in sponsored posts, other websites, or marketing emails. Rather than adding extremely lengthy text in an email, it is advantageous to add a video that covers all the topics.
A message from the CEO could also be included in the welcome emails to explain the mission of the company. In a nutshell, different forms of advertising can be mixed as distinct customers are attracted to contrary kinds of marketing.
Conclusion
According to the research, 76% of e-commerce stores report more traffic due to video. The statistics alone show that the video-advertisement industry is worth billions which are testament to the fact that many business owners have seen videos as a way to attract potential clients.
With all the video content that is present on the internet, it might be overwhelming for e-commerce stores to get attention through basic marketing. Therefore, it is recommended to use the above-mentioned tricks and cover a wide range of topics through their videos. If e-commerce can utilize video marketing properly, their sales would be impacted along with brand awareness and website traffic.
This is a guest post by Kruti Shah.
Kruti Shah is a content writer and marketer at The Marketing Drama. She loves to write about insights on current trends in Technology, Business, and Marketing. In her free time, she loves baking and watching Netflix. You can connect with her on Linkedin.
