[Q&A] Top Tips to Building an eCommerce Video Marketing Strategy

An image of a person holding a video camera against a purple backdrop.An image of a person holding a video camera against a purple backdrop.

We spoke with Digital Marketing Consultant Blake Smith recently to understand how a video marketing strategy can be used by eCommerce retailers to grow their online sales. It’s a hot topic of late, so you can imagine how excited we were to hear some of the winning techniques.

The say one minute of video is worth 1.8 million words. How important is video marketing for eCommerce businesses?

Video is integral to an eCommerce business marketing strategy in 2018 and moving forward. It’s the ideal medium to convey the value of a product, particularly when potential customers can’t physically touch or hold it.

And with attention spans rapidly declining, it is more important than ever to convey your products value as quickly as possible – video’s perfect for that!

There are many different types of marketing video’s such as tutorials, close ups, etc. What are the different types of video marketing eCommerce merchants should be looking to use?

So, video testimonials would be where I would start as an eCommerce store owner. These are great as a “conversion asset” to use on product pages.

Close-ups are awesome for visual impressive products – you’ll find a lot of brands like Nike using close-up video in their marketing campaigns.

Tutorials are fantastic when you’re selling a utility product – that is something that a customer “uses” such as make-up or power tools, for example.

Another strategy for video is cross-selling – for users who bought Product A, you can create a video showcasing how well it works with Product B. This is a great loyalty marketing strategy that turns customers into brand loyalists.

What’s the best type of videos an eCommerce owner should be using?

The absolute BEST type of video an eCommerce site could product is User Generated Content (UGC).

More specifically, the best type of UGC is for an ecomm business are videos shared by customers showcasing their experiences with the product.

Before buying a product, people want to know that other people like it. And video testimonials are great for “social proof” (aka informational social influence), is the best way to convince them.

For some business, professional video can be hard to produce. But with user generated video testimonials, it costs the store nothing!

With that said, to scale your UGC video up, you’ll need to incentivize video reviewers with an email and a special offer – like a gift card or discount on a future purchase.

Is there a wrong time to use video marketing?

A lot of eCommerce sites and marketers use video in their prospecting campaigns – meaning they are targeting users who may not know your brand. Typically, these types of campaigns are used to target broad audiences and are a perfect way to build awareness of your company.

Sometimes though, potential customers can get “ad fatigue” by seeing the same video ad too much. This could potentially turn them off the brand completely – so it can be wise to be aware of metrics such as ad frequency to ensure potential customers aren’t seeing your ads “too much”

Including a video on your homepage can increase conversion rates by 20% or more.

What other benefits are there to using video marketing?

One of my favourite things to do with video campaigns is retargeting. Video is amazing for this, because we can retarget users who engage with our prospecting video.

In simple terms, this means if a user watches 50% of our marketing video, we may now classify this potential customer as “warm” and follow up with another ad with a special message just for them.

Remarketing traditionally relies on a user visiting a certain webpage or completing an action on the website – but with video we can retarget people who have expressed interest in our original ad in the Facebook Newsfeed without taking them out of Facebook’s platform (giving a better user experience).

32% said videos drove them to consider making a purchase. But what are the best practices to creating video ads that really sell?

Here’s a graphic I created on this exact topic:

*Do not include an outro – Some ad platforms like Facebook actually show a clickable link to your landing page at the end of the video – so having outro that encourages the user to stop watching may mean less exposure of your link, and less clicks/traffic.

How should an ecommerce entrepreneur go about implementing a video strategy?

My suggestion to everyone who is getting started with video is to ask yourself this: What video would be most useful to my audience?

By putting your focus on benefitting the customer, you are setting yourself up to create a valuable brand asset that is scalable and can be used on many advertising channels, as well as your website.

Then build out a specific advertising funnel around this awesome piece of content – this means mapping out the customer journey from start to finish, like this:

Image of a Video Advertising Funnel

Blake Smith is a Digital Marketing Consultant based in Sydney, specialising in growth hacking and SEO. He manages multi-channel marketing strategies for businesses of all sizes; designing campaigns for eCommerce retailers that focus on engagement, lead generation, and growth.