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Introduction
The demand for video content is real.
Studies show that 91% of consumers want to see more video content from their favorite brands. If you’re not fully invested in establishing a video marketing strategy, you could alienate your target audience — and the more this happens, the more likely they are to shop with your competitors.
To avoid this outcome, you should become intentional about creating engaging videos that showcase your eCommerce business, as well as your products.
Fortunately, developing a video marketing strategy is a straightforward process. In this guide, we’ll explain the ins and outs of setting up a video marketing campaign for your online store.
5 Reasons You Need a Video Marketing Strategy
Video marketing isn’t an optional digital marketing campaign anymore. Here are five reasons you should deploy a video marketing strategy for your eCommerce brand.
1. Increased Attention and Engagement
As the adage says, “A picture is worth a thousand words.”
With that in mind, just imagine how valuable a video is for communicating the usefulness of your store’s products. Videos are naturally more engaging than textual content, such as blogs and buying guides.
In fact, many studies have proven that the average person learns more effectively from video than text. Therefore, if you want to improve your content’s engagement, creating a video campaign is definitely in your best interest.
2. Better Conversion Rates for Your Website
Creating video content can work wonders for your website’s conversion rate. For example, if you develop video testimonials to highlight your products, it helps build trust and alleviates any concerns potential customers might have about buying.
Ultimately, better conversion rates lead to a higher ROI, helping your business thrive in a competitive industry.
3. Improved Credibility With Your Audience
When it comes down to creating content for the internet, anyone can write a blog or a comparison article. However, video content creators have to show their faces and personalities to their audiences.
Creating engaging video content puts a face to your brand, giving them more of a reason to trust you with their hard-earned money.
4. Optimized Mobile Experiences
Did you know that 55% of online traffic comes from mobile devices? That’s why it’s essential to create content that displays properly on mobile devices like smartphones, smart TVs, tablets, and more.
When optimized correctly, videos can enhance the mobile viewing experience for your eCommerce store. Since video content is easier to digest, it’s ideal for serving mobile users who want a convenient shopping experience.
5. Better Search Engine and User Understanding
There are several SEO benefits to creating video content, and video content regularly shows up in rich and featured snippets on Google for all kinds of queries.
In addition, videos can help to clarify complicated topics, which is great for both people and search engines. For example, if you sell a new eCommerce product that’s unknown to the public, you can create a video demo for your audience.
This way, you can improve the user experience (UX) of your website and its placement on the search engine results pages (SERPs).
Different Types of Videos for eCommerce Marketing
Video content is extremely diverse, so there are tons of different options to choose from for your campaign. The most common types of videos for eCommerce marketing are the following:
Product Demos
A product demo is a video that showcases a product. These videos are usually short and engaging, giving the viewer a demonstration of how the product works. Product demos also show viewers how a product can solve their problems or benefit their lives.
Product demos are important for eCommerce because they can address the concerns and questions of your target audience. Whether you sell fashion or hiking gear, your brand can benefit from utilizing demo videos.
Tutorials or FAQs
If your product has a learning curve, requires some assembly, or has a variety of use cases, a video hub for tutorials, how-to videos, and frequently asked questions (FAQs) can be hugely beneficial.
Video tutorials, explainer videos, and FAQs can teach new customers about how to use your products, resulting in happier, more satisfied customers who will be more likely to purchase again in the future.
Customer Testimonials
If your customers love your products, why don’t you show this love to the world? Text-based testimonials do a great job of convincing prospects to buy products. However, a video testimonial is far more convincing. When browsers get to see real people interacting with your products, it’s much more impactful than a standard testimonial.
Brand Stories
Brand stories aren’t designed to sell products or promote a marketing message. Instead, these videos establish an emotional connection with your target audience centered around your brand narrative.
Brand stories can communicate the values you hold dear, such as eco-friendliness or social justice initiatives. Whatever the case may be, brand stories can make it easier for people to differentiate a company in a crowded market.
User-Generated Content (UGC)
UGC is any type of content that’s created by people, usually shared on social media, forums, and wikis. The purpose of UGC in content marketing is to give customers a voice. On top of that, UGC is especially credible because it’s derived from the very people who are buying your products.
Adding UGC to your video marketing campaign can help you align your content creation and community engagement goals.
Comparison
If you want to make your products shine and leave your competitors in the dust, creating video content can be the catalyst.
Comparison videos can not only show off how your product is different from a competitor’s but also provide more information about what makes it special — which is key in a competitive market.
10 eCommerce Video Marketing Strategies You Don’t Want To Overlook
Creating video content doesn’t have to be difficult. Here are ten eCommerce video marketing strategies you can master to achieve the best outcome from your campaigns.
1. Incorporate SEO for Video
Like all other content, videos need to be optimized for SEO. This way, search engine crawlers can interpret and rank them accordingly.
Ordinarily, search engine crawlers can’t index raw videos by themselves. This means you’ll need to create keyword-rich video descriptions to tell search engines what your videos are about.
In addition, you should also provide a transcript for every video you create. Adding video transcripts helps websites stay accessible for people with disabilities, and they’re similar to alternative text in explaining what your videos are about.
2. Tell Stories Instead of Hard-Selling
There’s nothing more annoying than a fast-talking salesperson trying too hard to sell a product. If you’re going to ramp up your company’s video production, you should engage your audience with captivating stories about your brand.
Ideally, you should tell a story about how your business came to be or why you’re different from the countless other stores online. These stories can create brand alignment and improve customer loyalty.
3. Enhance User Engagement Through Interactive Videos
Interactive videos compel viewers to stop what they’re doing and respond. The most common forms of interactive videos prompt users to click or tap on them to reveal important information.
Online retailers use interactive videos to showcase product information or provide a sneak peek into how a product will work. Using Gander, you can create interactive videos with clickable links or shoppable content to engage your target audience and make it easier for them to buy.
4. Consider Video Retargeting for eCommerce
Part of creating a successful marketing strategy is realizing that not every qualified lead converts the very first time. This is why retargeting is a vital part of any marketing campaign.
If you’re running a retargeting campaign for warm leads, you can use online video ads to capture their attention and reignite their interest in your store. The best retargeting videos can light a fire under a viewer and motivate them to click and visit your website again.
5. Create Social Proof With UGC
UGC is a form of social proof, which is anything that proves the value of a company’s product or service — think customer testimonials and case studies. For eCommerce brands, utilizing social proof can be the difference in making a sale or not.
You should develop a forum where your UGC can live and create landing page copy that promotes these customer-created product videos as testimonials for your brand.
6. A/B Test Your Videos
Creating the best video content requires a data-driven approach. The only way you can refine your short videos and make improvements is by conducting an A/B test.
With A/B testing, you can compare different video elements against each other and run experiments to see which version is better. Once the experiments are over, you’re left with proven video elements that have generated desirable results for your campaign.
7. Harness Shoppable Video Power
Shoppable videos enable people to browse a product and buy it with a single click. These convenient videos make it easy to buy products without going through a lengthy checkout process.
Shoppable videos combine content consumption and shopping, which is ideal for audiences who love to watch video content on social media platforms like TikTok. The good news is that you don’t have to be a professional videographer to develop a shoppable video.
Get started with Gander to produce engaging, shoppable videos that will showcase your brand.
8. Use Data To Offer Personalized Video Content
Using tailored content recommendations adds a touch of personalization to your company’s video content. The more relevant a person’s video recommendations are, the more likely they are to engage with your brand.
To offer relevant content recommendations, you first need to collect user data about their viewing habits. When you create your videos with Gander, data collection is built right in.
9. Work With Influencers or Other Creators
If your product pages need a boost in attention, you can always work with influencers and popular content creators. Partnering with influencers opens up the door to tap into new audiences. If the influencer is a fan of your products, you can drive more credibility for your business.
10. Use Virtual Reality or Augmented Reality
Virtual reality (VR) and augmented reality (AR) are two modern technologies retailers are using to provide immersive shopping experiences to their customers. Companies like IKEA and Wayfair have already started using AR to display their products in prospective buyers’ homes. You can also use AR and VR to help your audience visualize how your product will fit into their lives.
Use Gander To Help Make eCommerce Video Marketing Easier
Video marketing helps millions of eCommerce brands around the world deliver precise and engaging marketing messages. You can create high-quality video content to not only promote your products but also to tell a captivating story that drives brand awareness.
If you’re ready to increase your video content production and boost sales, look no further than Gander. Gander enables users to create compelling videos for any occasion, with an easy-to-use editor and countless dynamic features.
Get started today to see what Gander can do for your eCommerce brand!