How To Use Video Marketing For Your E-commerce Business

Why aren’t you using video for your brand?
There are a million reasons why brands avoid starting a video marketing strategy: “It’s too expensive. We don’t know where to start. Our audience doesn’t want videos. It’s not relevant in our industry. It’s too complicated. We don’t have the equipment. We don’t have the time.”

 

But these excuses are killing your marketing strategy. Video is more accessible than ever—and more profitable than ever.

 

Video is one of the most successful forms of marketing today. Viewers are demanding it, and businesses are thriving off of it. Why should you use video marketing for your business? And how do you create easy, stunning video content that will convert?

 

How To Use Video Marketing For Your E-commerce Business video marketing concept

 

What is the purpose of video marketing?

1. Engaging

One-third of all online activity is spent watching videos. Customers love video because it’s easy to watch and engage with. It’s both entertaining and informational at the same time.

 

Customers most engage with video over any other type of content. They also retain more that they see in videos. In fact, 80% of people remember video ads they see online, as opposed to less than 50% for all other content forms.

 

Video boosts your audience engagement, which is the foundation of a strong marketing strategy.

 

2. Brand awareness

Video is a great way to show off your brand voice and personality. You put a face on your brand, which makes your business more accessible and genuine. Viewers can better connect and relate to a face and personalized interaction.

 

Videos also help you spread your brand message. You can create a visual lifestyle story that shows off your brand, not just your products.

 

Video is a way to differentiate your brand message in a saturated e-commerce world.

 

Check out our Seller’s Choice videos to get an idea of our brand!

 

3. Credibility

Video shows that you are a legitimate company with a strong brand. Studies show that viewers perceive companies with video as more savvy and credible.

 

This response is likely because they know and acknowledge that video marketing can be a strong investment. They appreciate that your brand is willing to put in that investment for the consumer.

 

A boost in credibility makes you an authority on the subject, which can help position you in the competitive landscape.

 

4. Low bounce rate

Viewers spend on average 2.6x more time on pages that have video than without. This is presumably because they have to click “play” and invest the time into the video. In general, people stay two minutes longer on your site if you have video.

This is not only good for interaction with your customer. It also helps improve your bounce rate. The longer someone is on your site, the lower your “bounce rate.”

 

Google looks at bounce rate to determine how relevant and credible your website is. If you have a high bounce rate, Google assumes that customers don’t like looking at your website, whether because it’s not relevant or it’s low quality. This will “punish” you in search results. But, if customers stay on your site for an extended time—like to watch a video—Google will reward that.

 

This improves your social media results as well as your customer engagement.

 

5. Organic traffic

Videos help drive organic traffic to your site. Google rewards video above other forms of content, which helps boost your site in search engine results. In fact, 62% of Google universal searches include video. Combined with a low bounce rate, this can improve your search engine optimization significantly.

 

Greater search engine optimization means greater visibility. Google helps drive more organic traffic to your site. In fact, 62% of businesses that use video report that it has helped increase their organic traffic.

 

Plus, viewers are more likely to click on a link if they see it has a video. Video search results have a 41% higher click-through than plain text.

 

This means more clicks, views, and impressions for your site and products.

 

6. High conversion

Once the user is on your site, video helps convert them to the next stage in your sales funnel. One study found that 50% of people who viewed an online video went on to make a purchase. Another study found that 77% of consumers were convinced to buy a product or service after watching a video.

 

Consumers better understand and retain information about a product from videos than text. A video can help better explain the product and its uses, which makes consumers feel more secure in their purchasing decision. Video also helps consumers better relate to the lifestyle of the brand, which is a key converting factor.

 

Videos help consumers better understand your product and relate to your brand.

 

Overall, websites with video have a conversion rate hovering around 4.8%, compared to the traditional 2.9% without video.

 

7. Social

Social media users are 20x more likely to share a video than other forms of content on their personal social platforms. This is especially true on Facebook, which sees over 8 billion daily views on videos.

 

Social media is a critical marketing tactic for e-commerce today. If you want to win the social media sphere, you need strong video content.

 

Video is also a strong visual component for Instagram and Pinterest. Learn how to use these social platforms with your video marketing here:

 

How To Use Video Marketing For Your E-commerce Business video marketing concept

 

How do you make video content?

Half of marketers believe that video is the most difficult form of content to create—even though it’s also their most effective. So how can you easily and successfully create videos that will boost your business?

 

1. Choose a spokesperson.

Do you know Flo from Progressive? Of course you do. Flo is the face of Progressive. She is the embodiment of their brand. Her personality and voice is the Progressive personality and voice.

 

And we trust Flo a lot more than we trust a big insurance company.

 

If you use the same face or aesthetic each time, you create a credible consistency. Every time viewers see that face, they know instantly that it’s your brand. This creates a high level of brand awareness and visibility.

 

2. Brand your videos.

Think of the Tasty videos. There are a few key building blocks to this video. They show two hands making food in a time-lapse format, ending with the Tasty logo and “oh yeah” sound bite.

 

This consistency of branding creates a personality and lifestyle around your brand. It also encourages loyalty with your customers. They know exactly what to expect from your videos, even though they’re getting different content each time.

 

Branding keeps your customers loyal.

 

3. Outsource.

Creating quality videos can be a challenge if you don’t have the equipment and resources. But don’t let that hold you back. There are a number of strong video content companies who can create customized video for your brand.

 

There will be a cost if you outsource professional video. But video has one of the highest possible returns on investment if done correctly. We recommend investing the money in a quality video that will guarantee a strong return—rather than wasting half that money on a video that won’t show the same results.

 

Check out this updated list of the best video marketing companies by Top SEOs.

 

4. Create video in-house.

If you have staff who know how to edit video—or are willing to learn—you can invest in equipment for your business.

 

Costs for in-house video creation include equipment, editing software, actors, graphic design, location scouting, video editor salary, and marketer salary. You’ll also want to take into account the time investment, which is especially large if you have to train a video team from the ground-up.

 

5. Try Live video.

Facebook and Instagram have been emphasizing “Live” video, where brands stream video in real-time. This is a great way to connect with your viewers one-on-one, as Live video allows you to interact and converse with live viewers as you’re streaming.

 

This can also be a low-budget option for video, because viewers don’t expect the same quality of video as professional grade videos. You can connect with and grow your viewership while you get the hang of video before investing in the professional.

 

Plus, Live video is one of the only ways to optimize your business on Facebook with the upcoming 2018 Facebook algorithm changes.

 

6. Use captions.

One of the biggest mistakes people make is not using captions on their video. 85% of video watched on Facebook is silent. This means that if you don’t have captions, you instantly lose customers who don’t want to turn their sound on.

 

You can get captions on your video with a number of services, like Rev.com.

 

You can also turn these captions into a transcript. This helps you repurpose videos into blogs or articles, which extends your investment and reach. This airing of written and video content also helps boost SEO, allowing you to optimize both with keywords and video links.

 

How To Use Video Marketing For Your E-commerce Business mobile video concept hands up with phones

 

7. Optimize for mobile.

Over half of video content is viewed on mobile. 92% of mobile video viewers share videos with their friends on social media. This means you need mobile accessibility to increase visibility and word-of-mouth marketing.Mobile users have a longer attention span, which means you have greater engagement potential on mobile. Mobile users generally have an attention span of 2.4 to 5 minutes, while desktop viewers watch for 2 minutes or less.

 

Focusing on mobile gives you a greater reach and deeper engagement with your viewers.

 

But it’s critical to ensure your video and website are fully optimized for mobile. 4 out of 5 users will leave a website if the video stalls while loading. This can damage your bounce rate, conversion rate, and SEO.

 

Learn how to optimize for the mobile customer with the following resources:

 

Bottom Line  

Video should be a cornerstone of your digital marketing if you want improved SEO, greater conversion, and deeper engagement with customers.

 

But it’s important that you approach video creation in the right way. You want branded, professional videos that tell a story.

 

Do you want to incorporate video into your digital marketing strategy?

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