When customers shop online, they take extra steps to ensure the products they’re browsing are what they really want. Because they can’t see the product up close or hold it in their hands, they require reassurance and detailed information that tells them they're ready to make a purchase.
So, why not use video marketing to move them through the sales funnel? Video content provides opportunities to give customers a better look at your products so they’re comfortable during the checkout process.
Engaging customers with video marketing
If you want to increase e-commerce sales, you need to give the people what they want. In this case, it's video. Around 40% of people say they want to see more video content from marketers, and with good reason. It’s an easy, fun way to interact with brands and gather more information about their products and services. It also breaks the monotony of text, images and other content that isn't as engaging.
In general, people react more positively to video than other media. The demand for video has increased so much that marketers feel they have no choice but to make it the centerpiece of their content marketing strategies. About 45% of marketers plan to use YouTube as a content distribution channel in the near future, while 41% plan to use Facebook video content.
We’re going to go over the different ways you can use ecommerce video marketing to generate more sales:
Optimizing video for mobile devices
Telling a story with video
Going live
Showcasing your products
Let's get started.
1. Optimizing video for mobile devices
You need to appeal to those in your audience who view your content on their smartphones and other non-desktop devices. If not, you're neglecting more than 50% of people who view video content. If someone uses their mobile device or tablet to browse your website but can't properly view your videos, then they don't serve their full purpose.
So, it's crucial to optimize your video content for mobile devices. Test your videos on multiple devices to ensure it fits properly on every screen size. Major hosting sites such as YouTube and Vimeo auto-adjust the screen so you don't have to worry about a good fit.
Choose a mobile-friendly thumbnail that gives viewers a solid idea of what the video is about. It must be attention-grabbing so it entices users to press play and engage. Make sure the thumbnail isn’t blurry and accurately depicts the content of the video.
Mobile users are in a hurry and don’t have time for a long, drawn-out video series. So, you want to create videos that are short and straightforward. How-to and up-close videos don't need to be longer than 90 seconds, as they get the message across fairly quickly.
Don't forget about calls to action. Your videos are a great way to encourage your viewers to engage with your brand further and stay connected to your content. Tell your audience to subscribe to your YouTube channel, follow you on social media, check out the products on your website, and more. If possible, add a clickable CTA at the end of your video so it's easier for users to go directly to their next online destination.
2. Telling a story with video
With video, it's easier to create a personalized experience for customers that bridges the gap between them and your brand. It gives you an opportunity to connect with your target audience in a way that text or images simply can't.
Leverage video to tell a story about your brand that touches customers and encourages them to buy. If you have an inspiring story about the start of your business, turn it into a compelling video that catches users' attention from start to finish. What about your brand makes it unique? How did it all begin? What inspired you to start your business in the first place?
Evoking emotion is a strategy that marketers have used for years to appeal to their audiences. It's easier to persuade people when you create an emotional connection first, which is why implementing this feeling into your video content is effective.
A recent study found that videos that evoked certain emotions, such as happiness and hope, received position attention from viewers. If you can harness feelings and use them to send a message, you're already on your way to driving more sales. When people believe they're part of something bigger and better than themselves, they're likelier to take action.
3. Going live
In recent years, livestreams have become a popular way for brands to engage with their audience and boost their marketing efforts. Interacting with your customers in real time gives you another opportunity to grab their attention and encourage them to take action with your business. Around 80% of audiences would rather watch a brand's live video than read their blog posts.
Livestream marketing produces several benefits:
Increasing brand exposure
Creating urgency
Eliminating restrictions in your interactions
Improving engagement with audience members
Driving action through CTAs
Reaching a targeted audience
Marketers are constantly trying to come up with new ways to engage their viewers, deliver content and drive sales. Livestreams provide instant communication between brands and their audiences, which encourages more views and interest.
4. Showcasing your products with video
When consumers shop online, they perform additional research to ensure that purchasing is something they want to do. That means they read product descriptions and analyze photos to get a better idea of the item they're interested in buying.
With video, you can create video content showcasing your products in depth and up close. According to a Wyzowl survey, 80% of people said that product videos gave them more confidence when purchasing a product online. Instilling reassurance in customers throughout the buying process is essential to move them through the conversion funnel, generate leads and drive more sales for your business.
Use videos to give customers a better look at your products and explain how they work. Consider the different ways you can showcase your products to viewers:
How-to: Show customers how to use your products and how they work. This is especially good for products that have multiple uses or haven't previously been on the market.
Installation: If there's a process of setting up your product or piecing it together, you can create videos that demonstrate the installation and assembly process.
Close up: Offer an up-close look at your products so customers can see details without having the product in front of them.
You can use any of these videos on your website, email or social media accounts to further inform visitors and persuade them to purchase. When they have direct access to your video content, they get a better idea of what they're interested in. Therefore, it brings them closer to a buying decision.
Using video marketing gives your e-commerce business an advantage
If you own an e-commerce business, consider the ways video marketing can push your marketing efforts in the right direction. With so much existing competition, marketers feel the need to create innovative ways to engage with their audiences. It also makes it more difficult to drive sales when customers have so many options.
When done creatively and with a purpose, video marketing can set you apart from the rest. Use these tips to transform your e-commerce video marketing strategy and watch as you attract more leads and generate more sales. How will you advance your business using video content?