Videos can completely change the way customers interact with content and influence their purchasing decisions. Ranking among the most popular types of content, videos drive impressive traffic and remain the go-to tool when it comes to increasing customer engagement. Other than that, people looking to buy online want a closer look into the product they’re purchasing before they spend any money on it – and that’s exactly where videos hit the mark. Here, we’re going to look at the top 7 video marketing strategies you can use to get the maximum benefit out of your videos.
Videos on Product Pages
A recent survey which included online shoppers revealed some interesting findings. Ninety-six per cent of respondents said that they prefer watching explainer videos to learn more about a product or service, while 79% of the people said that a brand’s video has convinced them to make a purchase.
Putting videos on product pages simply helps build more trust in the products you’re selling. Through videos, customers are able to see what the product really is, what it does, and how to use it. You can create videos demonstrating the use of your product or by simply showing how the product looks like from all sides. Ideally, it’s best to create videos for all of your products. But if your time or resources limit you, consider doing this for your bestsellers at least.
Video Ads as Leads Magnets
Video ads have the highest CTR at 1.84%, of all digital ad formats. A solid 46% of online shoppers take some kind of action after viewing a video ad on social media, 15% visit the brand website, while 12% purchase the product featured in the ad.
Video ads do amazingly well both on search engines and social media. To make your ads perform better, try making your ads as personal to the market segment you’re targeting as you can. The average user will have a low attention span so try to create maximum engagement within the first 8 seconds of the ad. You could also include seasonal discounts and promotions in your video ads. Lastly, make sure you add a call-to-action towards the end of the video that will compel users to either check out the product page or directly make the purchase.
Video Marketing & Email Campaigns
Both videos and emails are equally important when it comes to marketing online for e-commerce stores, but if you combine both, your marketing mix will become impeccable.
Statistically, adding the word “video” to the subject line can boost the open rate of any email by up to 19%. Instead of attaching full-length videos to your emails, consider attaching only the thumbnails in the body of the email and link them back to the actual video on your website. If you want to encourage even more click-throughs, try using animated GIFs instead of static thumbnails.
Another benefit this strategy offers is that when visitors watch the video on your webpage, you gain access to user data you wouldn’t have if you had simply embedded it. You can see up to which point users watched the video, what parts they skipped or re-watched, and whether they shared it or not. Use this data to personalise future emails, score the lead, or alert a sales rep.
SEO for Videos
Search Engine Optimisation is an absolute essential when it comes to marketing content online, whether it be simple text, audio, or video content. You can take simple SEO steps to boost the organic reach of your videos and attract maximum traffic without spending a single penny on ads.
Start with fixing the transcript you attach to any video you upload. Load it with all the relevant keywords to make it more attractive to search bots. Apply the same technique to the titles, tags, and descriptions of the video along with the filename of the video when it is uploaded. Doing so for every single video you upload will show significant results and have a positive impact on your video page search rankings.
Optimising CTAs and Video Thumbnails
Technical SEO aside, the video thumbnail and its Call-to-Action (CTA) are two things that naturally grab the users’ attention and compel them to click on your video. Taking care of these two will boost your clickthrough rates.
The video thumbnail is the most crucial element of any video since it is the first thing that users will come across with, and make them decide if they want to watch the video or not. Think of it as packaging.
Select the most attractive part of the video as the thumbnail and publish it across selected platforms. For the CTA, use something that imposes a sense of urgency and pushes a user to take action as soon as they can. For instance, try using words such as “now,” “today,” “limited time,” etc.
Regardless of the type of content you’re using for your marketing campaigns, you need to optimise it to suit the platform you’re posting it on. Similarly, knowing what kind of videos work best on each platform will help you build a more solid video marketing strategy.
The rule of thumb here is to optimise the length of the video according to the platform. YouTube, for example, normally has longer videos, which can help if you want to post detailed and in-depth videos. Instagram, on the other hand, has an optimal length of 26 seconds, while a majority of Facebook videos are less than two minutes long. For such platforms with shorter videos, consider breaking up your video into a series of 3 or 4 videos and then post each video with a short time difference to maximise reach and user engagement.
Video Testimonials & Other User-Generated Content
Naturally, customers check out what their fellow customers are saying about products and companies, and form their opinions based on them. They want to hear about the experience of customers who have bought the products because they trust fellow customers more than the sellers themselves, and the reason behind this is because customer accounts are more honest, and thus, relatable.
Interview your happiest and most satisfied customers and turn them into testimonial videos as content for your pages. Encourage your customers to post videos about you using your page tags or hashtags to maximise your reach through User-Generated Content (UGC). If you want to take it a step further, you can also run campaigns where you encourage customers to post maximum UGC for a small incentive; maybe a discount voucher or a promo code.
Creating and posting a regular stream of videos on your online advertising channels requires a significant amount of investment both in terms of time and resources. To make sure you get maximum ROI on each video you post, follow each one of the strategies listed above and see your video marketing game get ahead of your competitors in no time.