Videos have become a powerful business marketing tool. It has simplified reaching and targeting specific demography and amplified engagement and communication.
As all e-commerce businesses adopt this strategy, the online competition has intensified.
Still, amidst the competition, some e-commerce brands meet their sales target, rank higher on Google, and fulfill organizational goals by following video marketing tips. In this article, we will describe tips about marketing videos.
Why is video marketing essential for E-Commerce?
In the e-commerce industry, video marketing is a strong tool to attract and convert audiences. With eye-catching demonstrations, video effectively conveys a brand message, and complements sales targets by driving conversion.
People understand videos easily. Compared to images, videos have a 30% higher audience reach. For this reason, e-commerce brands rely on videos for marketing their products.
Here are the reasons why video marketing is essential for e-commerce brands.
Create brand-specific visual narratives
Video is a dynamic and digital brand element. Effective video marketing strategy boosts brand visibility, creates brand awareness, and resonates with the target audience’s needs by launching products, and solutions. As a result, video marketing contributes to driving sales. =
Deliver a compelling business message
Strategic video marketing amplifies e-commerce businesses’ presence through powerful visual narratives. Concept development, footage merging, graphics, transitions, and texts- aligning everything brands captivate the audience. Thus videos enhance viewers’ understanding and engagement rate.
Engage and nurture viewers for a long time
With video marketing, businesses address audience needs position themselves differently from the competitors, and provide better customer experience and innovative solutions. 72% of consumers prefer learning about a product or service through video. So, brands can convince and convert viewers for long-term clients.
Fulfill organizational marketing goals on different channels
As a digital marketing strategy, video marketing strengthens other marketing initiatives, amplifying brand exposure. By distributing videos in different marketing channels, e-commerce businesses target and centralize niche relevant audiences across various marketing platforms and direct them towards business websites, increasing traffic and qualified leads.
Video marketing boosts SEO strategies
Video marketing emphasizes SEO activities, increasing potential appearing on SERP. Nowadays, SERP results come in different formats, texts, AI answers, Maps, video snippets, etc. A well-optimized video content that is high-resolution, informative, and solves problems, it signals Google about content relevance and value, increasing search ranking.
How to choose the right type of E-commerce video for marketing
To choose the right type of video marketing, pay attention to the target group preferences, watch the competitors, and shortlist the type of videos.
Audience preference
Specific target groups exhibit a certain trait. Your e-commerce product is the solution for them. However, you have to know how the way of attracting them works.
For example, a 360-degree video of footwear is good but a boy running wearing that is better. Or, an explanatory video of how a CRM system works is more helpful than the CRM company video.
Understand potential buyers’ needs before marketing your product videos, for that
- Conduct surveys
- Have FAQs or interviews
- Gather feedback from relevant groups, forums
Competitors analysis
Competitors work like guides, references, and ideas for business. Observe what they are doing to bridge the gap or solve the problem customers are facing, but refrain from copying them. While analyzing them, take notes on the following questions.
- What are their video marketing strategies?
- What types of content do they include in their video?
- How do people perceive them? (Check Reviews)
- Their activity on social media platforms.
Shortlisting video types
Upon researching the audience and competitors, you will have a few video marketing examples to try. Instead of trying all at once, shortlist the most engaging ones.
Short-form videos will remain trendy, and it’s a good bet. The rest depends on your product. Some common types of e-commerce videos you can choose for marketing are brand videos, product launches, demo and unboxing videos, how-to-guide, explainer videos, etc.
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10 essential tips for a successful E-commerce video marketing strategy
Effective video marketing is a winning strategy. It drives the conversion of as much as 80% to an ecommerce store.
To make video marketing successful, every business follows some tips to differentiate themselves from the competition. We have analyzed 100+ companies’ tactics and found what their strategies contain in the following 10 tips.
1. Define clear goals and objectives
Having a strategic goal will ultimately serve the bigger purpose you have, help you craft an effective roadmap toward scalable results, and save time & cost. So, set a clear goal on what you want to achieve. It can be
- Creating brand awareness about the brand
- Drive qualified traffic and leads to the website
- Boost conversion rates
- Build a community for the specific products to nurture consumers
2. Know your customer
Study who purchases your products and study them. Understand the demographic’s
- Behavior
- Preferences
- Problems (through reviews or community)
- Purchasing habit
By analyzing the collected data, you will have insights assisting you design personalized product videos as viewers are 35% more likely to watch a personalized video, trust the brands, and decide to buy.
3. Keep videos short and engaging
As people’s attention span has reduced, publishing short videos or reels delivers messages and fulfills their curiosity. Shorter videos have the most engagement and interaction. 66% of consumers prefer short-form videos to long-form ones in social media. For short videos, you can provide value for view by
- Highlight the features
- Tell about benefits
- Share tips and tricks
4. Video optimization for maximum reach
Optimize the video for search engines to drive relevant traffic. Implement keywords for the title, meta tags, description, and thumbnails to increase the video’s potential to rank on SERP. For optimal results, keep the publishing platform’s video measurements such as size, format, and aspect ratio in mind.
5. Promoting video content for maximum impact
To increase views and maximize the marketing purpose, distribute the videos to all video-promoting platforms, such as YouTube, Facebook, Instagram, TikTok, website, email, etc. The more viewers engage, the more the video’s effectiveness increases. To make the video more engaging, create contests, arrange giveaways, add CTAs, etc.
6. Include a clear Call-to-Action (CTA)
CTA is a vital term that determines the statistics of your ecommerce store. By using a CTA you tell the customers what to do. Your CTAs can be about
- Visit the store
- Check the products
- Subscribe, like, comment, share
- Order or purchase the product
Make the CTAs clear, short, eye-catching, and in the places where people’s attention is. By placing the right words in the right place, you convince the potential customers to become permanent ones.
7. Incorporating humor can be a great strategy
Humor is a unique marketing strategy that goes beyond boundaries. Using humor in a video helps capture attention make the narratives memorable and form a lasting connection with the viewers. To incorporate humor
- Use scenes from everyday life
- Highlights familiar moments
- Avoid debated or controversial matters
8. Adopt professional-grade production techniques
Investing in video production quality is a wise decision and a necessity of time. It ensures superior-quality visual narratives, maintains brand consistency, drives more traffic, and builds trust. There are 2 options to ensure professional-grade video production.
- Do it yourself. You can capture the video by yourself and then edit it or hire expert video editors to make the finish top-notch.
- Or you can hire a professional professional video production company.
9. Maximize social media and cross-platform engagement
A video is effective when people interact and take action about it. For that, you need to amplify the video’s reach which you can do by promoting the videos. Social media is an actionable platform to engage the right audience category. To boost video performance
- Schedule posts for publishing the video. Pick the time when your targeted viewers are most active on the platform. Working people barely check social media in the morning, but they check email. So, plan out your schedule when you have the highest chance of creating engagement and interaction.
- Craft the videos based on the platform. Take note of the video size of each platform. YouTube videos would be long but TikTok videos should be short, along with their size differences. Also, use hashtags in your videos.
- Optimize the videos for mobile view.
- Follow relevant trends, repurpose your video content, and break down important parts into reels.
10. Monitor performance and optimize your strategy
Keep the video metrics in check. Use tools like Google Analytics, and Meta Insights for extracting statistical data on the number of views, watching time, people’s interaction (like, comment, share), CTR and conversion rates, etc are the main contributors to understanding the video performance.
Once you have the data, compare these with your targeted objective (from Tip 1). Based on the result, refine your video marketing strategy. Remember, strategy is bound to change and one strategy won’t work always, so keep experimenting with the latest trends.
What is the dominant media for E-commerce marketing?
The dominant media for e-commerce marketing are Google, social media, content marketing, and influencer marketing. E-commerce product solves the problems users face. E-commerce marketing distributes the solutions of the brand to the specific target audience.
Google search results influence clients to purchase, by directly leading to the specific product page. To show up in the SERP depends on the SEO and Google ads. Appearing on the search results based on a keyword helps businesses gain qualified traffic and leads.
Social media
Social media is the widely used platform, where brands nurture the targeted demographic. The brand reaches niche-specific audiences using Facebook, Instagram, TikTok, and Pinterest to market e-commerce products. Social media drives sales and builds a community around the e-commerce brand.
Content marketing
Different digital content formats such as videos, articles, and images indicate positivity about an e-commerce business. This content serves a brand purpose by providing solutions and informing the viewers, driving them to the e-commerce store, and increasing traffic.
Influencer marketing
Influencer marketing helps an e-commerce brand extend its target category people, and amplify its exposure. By collaborating with niche-specific influencers, the brand not only earns a trusted spot among the new audiences but also gains ROI through partnership and sponsorship.
How to measure success in video marketing
After publishing a video, you can track its performance every day. However, to measure the success of a video marketing effort, take note of the following metrics or KPIs (key performance indicators) such as:
- View count: number of views the video received.
- Watch time: how long viewers watched the video.
- Engagement: ways people connected with the video such as liking, commenting, sharing, etc.
- Click Through Rate: number of viewers who clicked on the CTA
- Conversion: how many people purchased the products?
- ROI: the amount of Return on investment for the video marketing.
How do you make your video look more professional?
You can make your videos look more professional and refined by editing them.
Video editing improves the quality and resolution of raw footage. Expert editors adjust visuals, narratives, and audio so that the story synchronizes naturally. They make changes, transitions, and effects to highlight so that the viewers can catch up easily, keeping them engaged till the end.
That’s why hiring professional video editing services is essential to ensure polished and compelling narratives. Collaborating with professionals guarantees you
- Brand-standard high-resolution visuals
- Fast, & efficient solution by industry experts
- Consistent branding with story development
- Reducing cost, time, resources, and mistakes
- Scalable output to enhance marketing efforts
Wrapping up
Video marketing will continue to dominate the digital marketing strategy.
As an e-commerce brand, you have to adopt a video marketing strategy as part of your advertisement. Hope the above-mentioned tips have helped you to decide better.
Continue to fine-tune the strategies with your innovative ideas. Who knows! Your well-executed video can be the next viral one.
