How can video marketing help your online store?  There are many ways it can reach your audience and inspire them to buy more!

video content

Interesting video content can engage your niche market in ways that  written content cannot.  Increase your video marketing efforts and watch your stats improve.

Video marketing can do a lot for your online store.  Video content helps get a point across in a very short period of time.  If done well, videos can be fun, and help your branding.  They also improve your ranking on Google, drive traffic to your store and increase conversions.  All of that… from a tiny little video clip.  It doesn’t even have to be very long!

Marketing products with video content is quickly becoming a top-notch strategy in the online retail sector. Companies that plan and create comprehensive content marketing strategies have begun to invest in video marketing. Compared to blog posts or articles, video content carries the potential to drive engagement more effectively. That’s exactly why YouTube has become the 3rd most popular website globally, as ranked by Alexa.

According to a survey conducted by ReelSEO, 73% of consumers are more likely to purchase a product or sign up for a service after watching a video that explains that particular product.

If you deal in eCommerce products or run an online store, it’s the ideal time to cash in on video marketing. Video content featuring products and information about your industry is a surefire way of reaching out to an different levels of your online audience and generate conversions. The good news for e-commerce businesses is that video marketing is not very complex or very expensive to get started on.

Benefits of Video Marketing

Retail or e-commerce websites can benefit from video marketing in a number of ways. Video content makes it easier for consumers to compare different products and choose the one that suits them best.

Key benefits include –

  • Detailed display of products
  • Improvement in search engine rankings
  • Reduced return rates
  • Increase in the time spent on website
  • Higher conversion rates

Video content in e-commerce works effectively because it also helps consumers with instructions and guidelines after they have purchased a product. Therefore, video marketing quickly turns the table in the favor of e-commerce businesses both pre- and post-purchase.

Different Types of Videos

video marketing

Many companies use video marketing to increase product understanding and awareness.

There are different types of videos that you can create to market your products. Companies like Zappos and Walmart have successfully incorporated video marketing into their overall marketing strategies.

Different types of video content you can create include –

  1. Product videos
  2. Explanation videos
  3. Video advertisements
  4. Corporate education videos
  5. Testimonial videos

You can start with product videos which offer consumers deep insight into a product. Product videos can further be divided into three categories – a) general product videos b) product demonstrations and c) behind-the-scenes videos. If you’re creating a general product video, what you basically need to do is show the product from different angles while revealing some of its key features and benefits. Product demonstration videos tell the consumer how a product actually works. Behind-the-scenes videos, as the name suggests, give consumers a peek into the manufacturing process of a product.

Likewise, you can create explainer (or About Us) videos, video ads, corporate videos and testimonial videos to establish a strong vendor-consumer relationship for more conversions and sales.

How to Make Videos That Work for your Online Store

What you’ll need:

  • A recording device – Apple or actual camcorder with audio port, recommended
  • A sturdy tripod – the heavier, the better
  • A tripod attachment for your iPhone, iPad or other recording device
  • Lighting – this can be rigged but a decent video light is best
  • A mic – invest in a high-quality one for best results, the iPhone mic won’t do well
  • Power strips or an extension cord, if needed
  • A knowledgeable, enthusiastic speaker or
  • Animated Templates and other software or
  • Recorded Screen Shots

Step 1: Set-up

Set-up your video equipment in a quiet, off the beaten path room so interruption and noise disturbance will be less of a problem.  Make sure the tripod is set on a secure surface to avoid shaky screen shots and attach the recording device.  Position lighting and make sure the recommended distance of the audio is not breeched.  Use an extension cord, if needed, to ensure good placement on all the equipment.

Step 2: Test Runs

If you’re making a video with an ‘enthusiastic speaker’, it’s best to do a few test runs to check on lighting, audio and other possible interferences.  This means actually putting the video on a computer and playing them back.  Just watching them on the recording device may not bring out issues.

Step 3: The Actual Video

Relax and create your video!  Get to your point quickly and then elaborate on it throughout the rest of the video.  Just like in written content, you must first engage attention.

Step 4: The Extras

There are a ton of stock images, templates, and videos to use in your video marketing.  A visitor doesn’t want to watch the same person talking or instructing for very long so add in colorful text, logos, images, clips, and interactive notes.  

Best Practices for Creating Online Videos for Marketing

Watch the 10-second videos that Zappos uses on their product pages – see how they excel at making their products come alive?  Product demo videos by Walmart will also help you understand how to create some of these video for marketing.  Each of these e-commerce companies, and others that create video content, follow some video content marketing practices that you should be aware of.

Here are the most important ones –

  • Get to the point quickly (in the first 3-10 seconds)
  • Think like a publisher
  • Create videos with a long shelf life
  • Be regular and consistent
  • Keep up with SEO
  • Post videos to YouTube
  • Develop videos for all screens
  • Match the video with the page (on your site)
  • Take advantage of screen shots, animated templates and other clips
  • Be sure to pack your video full of interesting content that encourages engagement

It’s important to remember that every video that you create for your online store will ultimately affects your brand. Therefore, you should create them in a way that helps you connect with consumers on a personal level and develops long-term relationships while reinforcing your online brand and reputation.

Bonus Tips

Don’t overreach. Before you start creating video content for your online store, consider all the resources that you have at your disposal. If you don’t have enough time and resources, it’s advisable to focus on only those products that are most popular, and then expand from there slowly.

Do you need more help getting started in video marketing?  We’d love to answer any questions you may have so just leave them in the comment section below!

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