Posted on Nov 14, 2018

Brief Guide to Video Content Marketing for Your E-Commerce Website

It’s definitely not a secret that video content is everywhere now. And online users love to consume it.

Experts are already stating that video content will account for nearly 80 percent of all Internet traffic by 2020 – that’s less than a couple years from now! And most e-commerce businesses and websites are already starting to leverage video content to supercharge their marketing services and strategies, which is boosting their sales and keeping them competitive online.

If you want your e-commerce site to remain competitive, here’s what you need to know about video content marketing right now.

Important Video Content Marketing Stats to Consider

If you’re currently undecided about whether you should explore video content marketing for your e-commerce website, consider the stats below.

  • Video marketers get 66% more qualified leads per year.
  • Marketers achieve a 54% increase in brand awareness with videos.
  • 83% of those using video think it gives them a good return on investment.
  • 94% of businesses see video as an effective tool.
  • 81% of survey respondents saw an increase in sales after they used video, and 53% said support calls were reduced.
  • Almost 50% of web users look for a video before visiting a store.
  • 79% of consumers prefer watching video to reading about a product.
  • 84% of consumers have bought something after watching a video.
  • 91% of consumers have watched an explainer video.

(Source: OptinMonster)

What You Need for Video Content Marketing to Work

If you own an e-commerce website and are interested in using video marketing to increase its conversion rates and traffic, here are some things you’ll need.

A Reliable E-Commerce Website and Hosting Service

First and foremost, you’ll need to make sure your e-commerce website has a hosting service that is reliable and that it has a content management system (CMS) like WordPress that can efficiently and securely store and manage all your video content. This is an important step to take as you implement video content marketing because you’ll want users to be able to easily view and access your video content from any device or publishing platform, regardless of the network they’re on at any given moment. And you’ll want to make sure that your website can handle multiple visitors streaming multiple videos at one time so that it never crashes, slows down, or makes videos hard or unpleasant to view.

Cloud-Based Tools and Platforms

In addition to a reliable hosting service and CMS for your e-commerce website, you’ll need to acquire the best video developing, editing, and publishing tools and platforms. Do your homework and make sure that the tools and platforms you decide to use integrate well with your existing website and that they’re easy to use. Check out Curata’s Content Marketing Tools: The Ultimate List and 10 Practical Tools to Help You Start Your Video Marketing Campaigns by Smart Insights to get started.

Strategic Video Content Tied to Business Goals

Don’t start developing video content until you tie your video content marketing goals to your broader e-commerce website goals and strategic business goals. For example, you could plan to share explainer videos on your e-commerce website to help reduce the volume of calls your customer care representatives receive regarding rudimentary business-related and product-related information by a certain percentage. Or you could plan to share videos on social media to increase awareness of your brand and to funnel more traffic to your e-commerce website.

Essentially, just make sure you have concrete business objectives for why you’re creating certain videos or video campaigns, or they’ll be unlikely to yield any real results for your e-commerce business.

Professional Video Content Developers

According to HubSpot, the average business publishes around 18 videos each month, and around 85 percent of those businesses have the resources they need to produce videos in-house. So, you’ll want to consider hiring a professional video content developer and marketer for your e-commerce business, or consider hiring contract workers or reputable freelancers. Either way, you won’t be able to rely on your smartphone’s camera and a small tripod alone anymore if you want your videos to stand out and beat the competition online.

Tips and Best Practices for Effective Video Content Marketing

Keep Videos Short

Fifty-six percent of all videos published in the last year are less than two minutes long. And videos less than 90 seconds in length retain an average of 59 percent of their viewers until they end, while videos that are over 30 minutes retain only 14 percent of their viewers. So, when possible, keep your videos under two minutes to retain your viewers’ attention.

Incorporate Storytelling Into Your Videos and Video Campaigns

Viewers thoroughly enjoy videos that tell stories and will follow video campaigns that include mascots and identifiable characters and storylines. They also enjoy learning about the story behind your brand and products and why you enjoy doing what you do every day.

Read The Ins and Outs of Implementing Storytelling on Your Small Business Website for more details and insights into how to effectively do this.

Include Captions and Video Transcriptions

Eighty-five percent of Facebook videos are watched without sound, so be sure to include captions in your video content so that viewers can understand what’s happening in them when they’re muted.

Additionally, video captions and transcripts can increase an e-commerce website’s online visibility and revenue because they’re full of keywords and phrases that Google crawls for search engine optimization (SEO). Website pages with video content and video transcriptions tend to get higher engagement rates and generate more sales overall.

Use Analytics

Those who use advanced video analytics were twice as likely to report that the returns on their video investments were continuously improving. So, make sure your video tools and platforms allow you to access valuable analytics about your videos, such as who is viewing them, how viewers access them, how many shares they receive, etc. You’ll want to notice things like what types of videos tend to generate more revenue or traffic, what videos customers share more, what video elements and buttons yield more conversions, and so on so that you can update your video content marketing strategy as needed on a rolling basis.

Create and Publish Different Types of Videos

Consider developing video content for your e-commerce website that does various things. For instance, you can create videos that:

  • Demonstrate how your products are used or how they look
  • Explain how to use different product features or how to sign up for services you offer
  • Introduce your team and their work
  • Go behind-the-scenes and reveal how your products are made
  • Show real-life customers talking about why they like your products or services
  • Include engaging animations and images

Repurpose Videos and Video Clips

Don’t be afraid to reuse or re-edit video content, or to use footage from one video for multiple pieces of content marketing. For example, you could shoot a 20-minute video but then edit it into smaller increments so that you could share one two-minute clip on social media and a different two-minute clip on a landing page. And then you could share a two-minute video clip from that same video in an email campaign a month later. And so on.

Share Video Content on Social Media

While 86 percent of businesses use video on their websites, 77 percent of businesses use video on social media. Don’t forget to share video content for your e-commerce website across social media outlets, especially on Facebook and YouTube. Views on branded video content have already increased 258 percent on Facebook and 99 percent on YouTube, as of 2017. And 45 percent of people watch more than one hour of Facebook or YouTube videos each week.

Optimize Video Content for Mobile Devices

Over half of all video content is viewed on a mobile device, and 92 percent of mobile video viewers share videos with others. Don’t forget to make sure your videos are easy to view, access, and share on a mobile device.

Don’t Neglect Your Users’ Experiences

At the end of the day, don’t forget that your videos should be easy to view and that they should be created with your users’ experiences and interests in mind. Otherwise, they will not get a lot of views or engagement. Use analytics and reliable platforms to make your videos enjoyable, highly targeted, and easy to share.

Video content marketing is invaluable and necessary to online e-commerce in 2018 and beyond. So, keep the information above nearby to make sure you’re implementing it efficiently and successfully.


Feature image: Pexels