At the consideration stage, videos can demonstrate product features and functions. They also show how a company is run, as customers look at a brand’s values and culture when deciding whether to buy from them.
These videos can help guide customers through the decision stage of their buyer’s journey and delight them after they land a purchase. The key is to tailor the video content for the platform to maximize its effectiveness.
1. Boost Engagement
Video marketing allows you to capture the attention of your target audience, creating a memorable experience that leaves them wanting more. It can be used to promote your products or services, showcase a company’s personality and culture, or even provide information about how to use your products. This form of marketing is also effective for D2C brands, as customers want to do business with companies that they trust and feel like they can connect with on a personal level.
Including videos on your website can help increase engagement, especially in the consideration stage of the buyer’s journey. Consumers are more likely to research a product when they watch a video about it, as it gives them a better sense of what the product is and how it can be used. Additionally, people tend to share videos more than written content, making them an excellent way to spread the word about your company.
You can include videos on your homepage, service/product pages, or even in banner ads to help drive traffic and boost sales. The key is to ensure that your videos are relevant to your users and offer them something valuable in return for their attention. For example, if you’re promoting a sale on your products, offering free shipping on your next order is a great way to entice customers to make a purchase.
It’s also important to include a call to action (CTA) at the end of your video that will help your potential customer take the next step. This could be a link to your website, social media accounts, a contact form, or any other call to action that will help them further explore your products and services.
When planning your video, start with a creative brainstorming session to come up with a variety of ideas. Then, whittle down your ideas to the ones that will best support your goals. It’s also helpful to do a little research on your target market to understand what they are most interested in, what kind of content they enjoy, and where they are located online. This will help you tailor your video to your audience and improve user retention rates.
2. Drive Conversions
Ultimately, the goal of any marketing campaign is to convert leads into customers. Video can be a powerful tool in this regard, especially when it’s customized to the needs of each customer. From product demonstrations to emotionally charged storytelling, marketing videos can help brands move prospects further along their journey and close the gap between leads and conversions.
For example, eCommerce retailers can use marketing videos to showcase products or services in action. This allows prospective customers to see how your company’s offerings solve real-world problems and can increase engagement by providing reassurance that they are making the right choice. Personalized videos also allow businesses to speak to their audience in their own voice, which is often more effective than generic marketing messages.
To maximize the impact of your marketing videos, they must be promoted in a variety of ways. Depending on your industry, this may mean partnering with a PR agency or reaching out directly to the administrators of relevant sites. For example, healthcare or fitness sites might be a great fit for videos promoting health and wellness products, while tech blogs might be ideal for explaining new technology features.
You can even use video to increase your email list, which is a key component of any lead-generation strategy. This is possible through a feature called Turnstile, a Wistia offering that lets you insert a signup form in the first 10-20 percent of your video. This can be gated or open, and you’ll find that viewers are generally willing to give their contact information in exchange for access to future content.
Regardless of how you decide to promote your marketing videos, be sure that they end with a clear and concise call to action. You can do this through a link, a text box, or a simple “click here” button. This will ensure that your viewers take the next step and help to prevent them from forgetting what that step is.
In addition, it’s important to keep an eye on video performance data and metrics. Regularly analyzing video performance and engagement data will provide insights that can be used to improve and elevate your marketing efforts over time. This iterative process is the best way to make sure that your marketing videos are always delivering the most bang for your buck.
3. Build Trust
Using videos to showcase your brand’s expertise is a powerful way to increase sales. It allows your audience to see your knowledge of the industry through your videos, which builds trust in your products and services. It also shows that you care about your customers, which in turn builds customer loyalty. A whopping 87% of marketers have reported that video marketing has a positive return on investment. It’s a proven strategy that works, especially when used alongside other tactics like social media and PPC.
Before you jump into creating a video, make sure you know what you want to achieve from it. Define your goals – is it increased traffic to your website, a higher conversion rate on your Shopify store, or more brand recognition? Set these as SMART objectives (specific, measurable, attainable, relevant, time-bound) so you can create a clear path to success.
The next step is to identify your audience and understand where they fall within your marketing funnel. This will help inform what type of video to create and where to distribute it.
Your website should be the home of your most important content, including videos. Embed them on your homepage, product pages, and any other pages that are relevant to your brand. You can also use videos to boost your SEO, and posting snippets on social media is a great way to reach a new audience.
You can also use videos in your email campaigns. Embedding them in emails helps your audience engage with the content without disrupting their experience or forcing them to click on an uninteresting link. This is called native advertising and it’s a highly effective way to promote your brand online.
For example, a small business like Freshbook created a series of behind-the-scenes videos to give their audience a sense of who they are and how their work is done. It’s a simple, yet effective way to build trust and increase sales on Shopify.
4. Increase Social Media Engagement
Video marketing is a powerful way to increase your social media engagement. As consumers have shorter attention spans, videos that are short and sweet with a clear call-to-action (CTA) can have higher user retention rates. Additionally, social media algorithms prioritize video content over text and images, meaning that your videos will be seen by more people.
Video is a great tool to promote your brand on social media channels like YouTube, Instagram, Twitter, TikTok, and Facebook. However, you should also consider distributing your video through other channels such as search engine optimization (SEO), email blasts, and even your website. Research has found that a well-optimized video can generate up to 1,200% more shares than links and images alone.
Social media platforms have specific guidelines when it comes to video length, so you’ll want to keep your videos short and sweet. It’s best to stick with a 30-60-second video, as these are the most engaging. The first few seconds are the best time to grab viewers’ attention, so it’s important to include a compelling visual element or question to draw them in.
Testimonial videos are another great way to boost your audience’s engagement. These videos show the success of a product or service and are a great way to build trust with your audience. If a business can show that its customers are happy with a product, then other potential consumers will be more likely to give the brand a try.
Behind-the-scenes videos are a fantastic way to show your audience what goes on behind the scenes with your products or services. This helps your audience feel more connected to your brand and can lead to longer-term loyalty. For example, a brand such as FabFitFun might create a behind-the-scenes video of its subscription box delivery process to encourage engagement and build trust with its audience.
Adding a CTA at the end of your video is a great way to keep your audience engaged and encourage them to take further action. This can be as simple as a link to your homepage or as complex as a clickable overlay on the video.
Shopify Development Trends: Most Shopify store owners focus on their digital marketing alongside their web development. Keeping up with the cutting-edge Shopify Apps in ensuring a frictionless checkout for their online store, with additional tools to fill the Shopping Cart. Online shopping continues to grow year-over-year as the user experience improves with tailored customer service practices. Behind the scenes, are Shopify partners such as TheGenieLab. We are helping business owners and shopkeepers to drive continuous improvements through digital marketing services. Furthermore, they are providing Web Development in Shopify, BigCommerce, and other eCommerce store architectures. If you need a hand in any aspect of eCommerce, feel free to reach out to us at email@example.com