Video marketing can be an excellent way to increase traffic to your e-store. The technology is widely available and simple, and a marketing video can be as simple as something you record yourself with your webcam, or hire a professional production studio to produce for you.
In the fast-paced world of the internet and e-commerce, users have constantly increasing expectations. While at one time a simple brochure site may have been adequate, today, your visitors expect more. Ordinary articles and descriptions are great, but they may not capture your audience’s attention, and visitors may not have enough time or patience to read through all the text on your site. A video on the other hand, is easier to consume from the visitor’s perspective, and if it’s well done and you’re lucky, it may even go viral.
On your site and on YouTube
Your promotional video should of course, be featured prominently on your landing page, but a common strategy is to also put the video on YouTube. YouTube of course, was created as a recreational site, but marketers have quickly learned the value of YouTube video as a marketing tool. If you want to get attention on YouTube however, you must keep in mind that most visitors to YouTube aren’t going there to watch advertisements. The secret is to create something that is promotional, but has a high entertainment value, and the potential to go viral.
How to make video marketing very effective?
You can pack a lot into that short video, and the advantage is that outside of your production costs, the distribution is absolutely free, unlike costly television advertisements. Here are a few tips to make that marketing video more effective.
Make your video short and sweet
Most people that browse sites like YouTube are looking for a “quick fix” of entertainment or information. Remember, you’re not creating a feature film, so keep it as short as possible while still providing information and entertainment value. The videos should be no longer than five minutes.
Make it entertaining and humorous
Some of the most memorable advertisements are funny, and some people still remember some of the more hilarious television ads from the ‘70s and ‘80s. A marketing video doesn’t have to be just information. Keep it light-hearted, funny, entertaining, and unique, and you’ll get people to watch it till the end—and send the link to their friends.
Be cautious while adding message
The Internet culture has developed a very particular ethos about advertising. While it’s true that millions of dollars are spent on Internet advertising on a weekly basis, the best approach is a subtle one. A purely promotional video will get less attention, and may well get negative attention.
Don’t stop with just one
Never be stingy with your video expenses. Compared to purchasing television ad space, it’s a great bargain, even if you pay a professional studio to create the video for you. The best approach is what is called the “split test”, where you create multiple video ads, and track the success of each one to see which style appeals most to your audience.
Include one of your satisfied customers
This is the best way to lure more buyers. When the viewers feel one among them is strongly supporting your brand then they are more likely to consider buying the product. Instead of paying big money for celebrity endorsements, you can just pick a “common man” to represent your brand.
Advantages of using video promotions
Outside of your production costs, you will not spend a single penny to promote your e-store on video. You can use it as much as you want, on as many web sites as you want, and you won’t need to worry about click rates—it costs the same whether a thousand people, or a million people see the video.