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The Why’s and How’s of Video Marketing for Your Ecommerce Business

Online marketing is always evolving. In fact, in just a few short years, we have see marketers and ecommerce businesses move from search marketing to social media marketing and now to content marketing – and lest I forget, there are more in between these. Of the many different ways to market a product, service, or brand, one of the most effective methods is through online video marketing. Many marketers and ecommerce business owners have seen how effective online video is in improving a business. There are many reports and statistics that outline the effectiveness of using video for marketing and advertising your ecommerce business, some of which will be mentioned in the next paragraphs.

The Power of Online Videos

Is creating an online video for your marketing endeavours worth the time and money that it costs? Such seems to be the case, as Demo Chimp indicates in it’s article that customers are 85% more likely to make a purchase after watching a product video as found be Internet Retailer in 2010. That’s a very high conversion rate for many ecommerce businesses. Furthermore, News Weaver mentioned in a report that “Forrester found that including marketing or explainer videos in an email increases the click-through-rates (CTR) by 200% to 300%.” Alternatively, Anson Corporate Media states that “90% of online at a major retailer’s website said they find video helpful in making shopping and buying decisions. Retailers who provide an online video to show off their products report that the products with videos sell a lot more than products with no video.” These three alone are compelling evidences of how powerful videos can be when it comes to increasing an ecommerce business’ conversion and profits. If you’re still not using online videos for your ecommerce business, then right now may be the best time to start doing so.

How Online Videos Are Helping to Resolve the Trust Issue

One of the biggest barriers to making a sale for ecommerce businesses is the trust issue. After all, why would online shoppers give their hard-earned money to a business that they know nothing about? This problem with the lack of trust is what putting online videos in your online store aim to alleviate. This is not to say that online videos alone will fix the problem, since there are many requirements before trust can be established, but online videos do their part in attracting customers and their trust. As Helen Legatt on Biz Report states in her article Online Video Fosters Consumer Trust:

“58% of the respondents said companies that produce videos are more trustworthy and that the video content leaves them with a positive impression of the business (cited from the findings of Animoto)”

Having an online video also helps to put a face to your brand and business, which helps to earn the trust of online shoppers since it gives an otherwise digital store a touch of human element. Creating a video of yourself introducing the product, or a video testimonial from one of your customers can go a long way into acquiring the trust of your customers.

How to Build Trust through Videos

Getting online shoppers to trust your online store is never easy, especially if you are just new to the field and without a solid name and reputation just yet. Using online videos can help, but you have to learn how to use them properly if they are to be effective. There are many best practices for using online videos for your online store, and one of those is by forgetting about conversions and traffic and focusing on engagement. Your online store shouldn’t look like a display cabinet or shelf where all you do is promote your products. You should exert some effort into turning your online store into a platform where you can interact with online shoppers. This can be difficult since online videos are one-way marketing materials, but that is what the comments section is for. Your online video, if it is to be effective, should stimulate a conversation between the online shoppers and you. Focus on engaging your customers first, and traffic and conversion will follow naturally. Thus, you may want to keep the following things in mind when creating your online video:
  • Keep Your Customers in Mind. Put yourself in your customers’ shoes – this will help you to make the kind of videos that you yourself would like to watch.
  • Make It Personal. Address your customers in your video. Talk as if you’re face to face with them and not like you’re reading a scripted piece. Talk as you would when you’re dealing with customers in the real-life.
  • Be Meaningful and Informative. Don’t simply promote your product. Instead, make sure that it is of value to the consumer. Give tips, benefits, pros and cons of the product and be transparent about any flaws. You’ll find that you become more trustworthy when you’re honest.
  • Make an Impact. Another thing that you should focus on is how your brand of product has changed or made an impact on your customer’s lives.

Are You Ready to Make Your Own Videos?

As online videos are steadily gaining massive popularity among many online shoppers, you should seriously consider having one made or making one for your ecommerce website. Doing so will help to ensure that you are getting a share of the market, and thereby increasing your chances of making a profit.


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