One of the biggest challenges every marketer faces when promoting their brands is finding the right strategy to capture the audience’s attention. Be it content writing, social media campaigns or newsletters – you’ve tried it all and yet you don’t see a lot of traction.
If you’re a marketer yourself, worry not! This one strategy has helped many businesses achieve their goals fast: video marketing. It’s an excellent tactic that you can use to grow your eCommerce business.
Running an eCommerce store can be daunting as everyone has the same opportunity to establish their own business in this digital world. Therefore, the competition only becomes fiercer each day.
Many online businesses compete in unreasonable battles to win conversions. They will offer products at a huge discounted price which often hurts sellers in the end. At this point, business owners don’t really care about their margin profit as long as they get massive revenue by the end of the day.
However, this business model won’t last long. Relying on a price war won’t make your audience stay. You need a different marketing tactic to boost your sales outreach without making you suffer. And video marketing is your answer.
What Is Video Marketing?
Video marketing is a strategy of converting conventional copy such as articles and images into video content. This tactic often uses different styles of input like animation and live-action to approach viewers effectively. As a result, people who watch video marketing can quickly understand the business message effortlessly.
There are many types of video marketing that depend on the goals you want to achieve. For example, explainer videos aim to showcase the company’s values through compelling narration. With this video, you can convey brands’ messages without leaving your audience bored.
Another example is tutorial videos. Not many people realize that this video content is a part of a marketing strategy. Through tutorial videos, brands can subtly insert their products while giving the guidance of making something. This is a perfect marketing campaign as viewers perceive tutorials as helpful content that they love.
Choosing between animation style or live-action also needs a lot of considerations. If you want to visualize your messages, opting for a live-action video can effectively address your concern. People can grasp what you mean through actors who speak on your behalf.
On the other hand, if you need something entertaining that cuts the complicated message, an animated video will be the best option. After all, different styles and types of video marketing serves for a different purpose.
Why Using Video Marketing For eCommerce
The eCommerce business is one of the tightest industries at the moment. In order to survive in the industry, you need to keep up with the current, effective marketing strategies that work. Video marketing has been proven to help businesses elevate their performance in the past years.
Many benefits you can gain from including this marketing tactic for your business. The following are some other reasons why you should use video marketing for your eCommerce store.
Video marketing is highly engaging. It can easily capture your audience’s attention in an instant. The reason is that people love watching videos. They can spend hours a day on YouTube alone.
Not to mention that other social networks are the perfect medium for videos, increasing the chance of meeting other video content on different platforms.
With a video, you can see the beautiful dynamic images and listen to intriguing stories at the same time. You can also enjoy the built-in caption to understand the context thoroughly. That’s why many have opted to watch videos when receiving information compared to other content.
Pulls More Traffic
Video marketing is very compelling content. It’s short, informative, and entertaining at the same time. People will find it easier to digest new information from videos compared to other content.
Videos are also highly adaptable. On social media, video content can be easily shared with a single click. Viewers can also engage with the content seamlessly by voting it up, leaving comments, and tagging other people to enjoy the video together.
All these interactions will help the video rank better on the search engine. People can find videos much easier when they type a specific keyword. When your video lands on top of the search engine, more people will click on it, leading them directly to your page.
Video content can drastically increase your traffic as more people find it on their timeline or search engine. Moreover, your eCommerce page will become popular as many people visit your site.
A high-performing marketing video is designed with a call-to-action (CTA), a textual copy at the end of videos that urges viewers to take the desired action. With CTAs, you can ask your audience to visit your page, subscribe to your channel, and download your app.
These copies will increase people’s curiosity as they expect something right after watching your videos. The CTA can assist them in connecting with your store immediately.
With video marketing, promoting and hard-selling shouldn’t be your main purpose. Rather, making viewers comfortable in finding their solutions with your products is more crucial. That way, people can get hooked easily, and getting more conversions becomes obtainable.
Check out the complete video marketing statistic from Finance Online below.
5 Ways to Use Video Marketing to Boost Sales
Now that you understand how video marketing helps your eCommerce sales, it’s time to take a look at how you can use video marketing to maximize your marketing campaign.
1. Convert traditional content into videos
Basically, you can turn every textual copy into a video because it allows viewers to understand messages quickly.
When you have 2,000 words explaining your company’s story and products, you’ll need at least 5-10 times to read it. In contrast, you can get the whole context in a minute through videos.
This is where a video comes in handy. It delivers the same messages rather quickly.
You can also convert promotional images into video marketing instead. Sometimes a single static image doesn’t represent the whole information due to some limitations. As a result, many people don’t always connect with image ads because it doesn’t tell them enough so they simply don’t understand it.
While banner images can’t always be effective in delivering messages, it’s time for you to opt for video marketing for your eCommerce store.
2. Retell your brand’s values
Videos can speak on your behalf. When using videos, make sure you’ve prepared the whole lot as it’s your chance to shine.
As mentioned above, you can select the video style that fits your values. You can customize every design, color, and character to best represent your company in the online world. With video marketing, you can also put narration to engage with your audience better.
Having video marketing is like owning a perfect arsenal that you can use to convince people to visit your store or join your team. You’ve got all the things stored on your video marketing. You’ll only need to release it at the right time for the right audience.
3. Make your story viral
Getting yourself viral is essential for people to recognize your presence. When it comes to marketing, being popular is such a blissful success. People can easily tell your brand apart from the sea of online business.
The more people recognize your identity, the easier it gets to lure them into joining your bandwagon. With an engaging marketing video, acquiring customers won’t be that difficult as they voluntarily become one themselves.
Not to mention that having video marketing also increases your chance to get viral in the first place. Video content can quickly trend overnight, thanks to its ease of sharing and leaving comments. These engagements will help your video become the talk of the town due to the massive interaction on the internet.
Eventually, you can spread your brands’ story and value much easier. Video marketing lets you own the internet discussion in a short time, even without you realizing it.
Below is the example of insanely popular video marketing strategy by Dollar Shave Club.
Source: Dollar Shave Club
4. Share customer testimonials
One of the perks of having video marketing is that you can practically modify any content into it. As previously mentioned, there are many types of video marketing that you can recreate.
Testimonial videos are one of them. With this video, you can share what others have said about your brand or products. Past customers can participate in your videos by leaving commentary about their experience.
Customer reviews are crucial for every business, including the eCommerce industry. People rely on social proof before they decide to continue the journey with the respective brand. Testimonials provide actual representation brought by real customers who understand their pain points.
When many have spoken about your store, you increase your chance of acquiring new customers. That’s because testimonials are often linked to credibility. The more people are excited about your product, the more likely you are getting conversions.
5. Offer in-depth product review
With video marketing, you can provide a thorough product explanation effectively. Product videos are vital for eCommerce stores to showcase their listings.
When you run an online business, chances are people don’t trust you easily. As everyone can impersonate your business, having a real product video can minimize others to copycat your store. With a product video, you can strengthen your ownership as a business by making the content exclusive.
The video can also help your audience make a decision. They can learn the product features and benefit from your videos. This strategy will increase your bargain power as you provide valuable products that help others solve their problems.
Incorporating video marketing is essential in today’s online businesses, especially for the eCommerce industry. As business owners begin to find the right marketing strategy to attract more customers, opting for video content is one of the best solutions.
Videos can easily trend on the internet, making them more feasible to use for promoting your brand. When your content becomes popular, you have a higher chance of getting more eyeballs and winning conversions. People will be curious about you, then eventually visit your page to learn more about the product. This action can initiate them to proceed with your brand, such as following your store and purchasing your product.
At the end of the day, you’ve won by improving your marketing strategy and getting more sales without making you suffer from unreasonable competition with your competitors.
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).