Oct 4, 2021
Growing Sales with Video Marketing: A Simple Guide
Is video marketing really worth the effort?
The Internet is dictating new rules to stay competitive. Previous methods are becoming old-fashioned and need optimization. That’s how progressive web apps emerged.
Imagine a user interacting with your site like with a native application. They can install it on a smartphone, receive notifications, enjoy fast performance and UX, and load it without an Internet connection. That’s what PWAs provide. Business owners optimize their websites, as in these examples of Magento 2 PWAs, and improve customer satisfaction.
The same is happening to texts. The value of textual information declines and gives way for other types of content to take their place. One of them is video content.
You may know that only 10% of the information remains in our memory after 72 hours. But what if a picture or video accompanies it? We’ll remember 65%!
Any business can enhance its content marketing with videos, be it eCommerce companies, online courses, or software development agencies.
Let’s take a look at why you should shoot videos and how to grow sales with them.
Is Video Marketing Worth the Effort?
Suppose a complex idea stands behind your service or product. How will you deliver it to a broad audience? Texts might not be so clear nor explanatory. Audios lack visualization.
You’ll end up losing a lot of people not wanting to waste time going into details.
Instead, a dynamic and informative video is more likely to awaken an interest. Your prospects will watch it to the end whether they come across your ad on Youtube or see it on your website.
You’ll increase your conversion and customer satisfaction.
Why do pictures and videos retain the visitor on the site longer?
They captivate, take us to different worlds, and provide a full view of the product.
69% of consumers would rather watch short videos. And no more than 18% prefer blog posts or other texts.
Videos also signal Google to rank your website higher. In fact, a search engine is 53 times more likely to discover a website with a video on the home page.
You might think that making a professional-looking video is difficult and expensive.
That is not entirely false, though.
However, there are ways to generate video content without hiring a professional video production company and investing in complex equipment, such as:
- shooting videos using mobile devices;
- leverage video editing tools;
- launching a live broadcast on social media platforms;
- creating animations with tools such as Doodly.
So, you can still find your niche to employ video marketing even if you’re tight on the budget.
Let’s explore five types of marketing videos you’ll need to create for your overall marketing strategy.
Essential Video Marketing Types to Grow Online Sales
When it comes to video marketing strategy, one of the most important parts is to understand what types of videos you need to create.
Remember, no marketing video is created the same. Each of them has its own way of helping you achieve a certain goal.
1. Product Demos
The main reason online shopping is inferior to offline stores is the inability to see and touch the product. The same happens to intangible software or services.
First and foremost, what does the product look like? How does it work?
Demo videos will help you and your visitors to deal with this problem. They introduce viewers to the product as if in real life.
Take a look at an example from the product page of the Samsung online store. Samsung describes the product’s key features, enables visitors to compare models, and uses pictures and videos to visualize the phone.
The video helps to make a purchase decision easier because we can see the goods from different angles.
Learn More: Product Demo Videos
2. Customer Testimonials
Real-life reviews make your potential consumers more confident about a purchase.
We may not know other clients personally. But we will take into account their opinion anyway to know what to expect from the product or service if we decide to buy it.
Make reviews or testimonials one of your top priorities. They can attract loyal customers and save you money on advertising as they allow the previous happy customers do all the talking.
But what if you have to deal with negative comments? Your products or services can’t be everything to everyone. Or some issues may occur.
Your task is to settle the conflict, find the weak points of your work, and improve them.
Amazon provides a service to sellers called Fulfillment by Amazon. Here’s a video for an example:
The company even created a dedicated YouTube channel, made playlists, and published customer stories there.
3. Story-driven Videos
Tell your customers a story. It’s especially effective if you participate in the manufacturing process.
How did the idea appear? What stands behind the product creation? What stages does the material undergo before it becomes a product in our hands?
Production videos shed light on the seller, their achievements, and the right to be the best. But what is the most beneficial effect of storytelling?
It’s the motivation to become part of the community.
People see the main characters and want to be like them. It’s not some impersonal corporation but an individual who creates “art”.
This leads to brand trust and inclination to buy a product.
Yes, such videos are demanding in terms of shooting and post-production. But it’s worth the effort. Here’s Ugo Cacciatori’s website as an illustration.
We find this video on the home page with an accessory maker as a narrator. Ugo says that he took ideas from his native places in Tuscany. He stresses his attention to detail and sustainability.
That’s why Ugo did his utmost to pick specific producers who would resonate with his goals.
4. Live Streaming
Since the outset of social distancing and restrictions, brands have been going live now and then. Facebook, YouTube, or Instagram are all of the great help.
Live videos connect businesses with customers in real-time. We can see what is happening on the other side of the world, ask questions, and all this is possible while staying at our homes.
This makes live videos highly promising.
Have you heard of Live Shopping Fridays on Facebook? It’s a new way to shop without leaving the app.
Another example is the TikTok and Shopify partnership. It will involve using short videos and live streams so Shopify sellers can tag their products in them. There will be a button to go to the product page and purchase on the platform.
Bringing up another example, Zitsticka uses live streams on Instagram to educate its followers. They invite doctors and talk about skin problems and how they can be treated with Zitsticka products.
5. Animated Videos
Do you want to make your business colorful and associative? Employ animated explainer videos, graphics, and GIFs. They are fresh and capture the interest of your audience.
How can you leverage animated videos? They serve various purposes, including:
- introductory videos to explain the idea of the service;
- engaging viewers with animated commercials;
- strengthening the main message or call to action on the landing page.
The goal of any video is to sell something. And the worst thing you can do is impose this idea.
Animation helps soften the viewer’s emotions, smooth out persistence, and create cozy images and feelings. At the same time, the selling effect remains at a high level.
Here’s an example of a Giving Assistant’s explainer video created by Breadnbeyond. Prospects can see the information in a digestible way and decide to opt for the service quicker.
You may still have doubts about video marketing. We can understand. How will this video influence consumer behavior? Will it justify the costs and boost traffic?
However, you may find a way for video content creation to suit your budget. For example, clients’ video reviews don’t require shooting on your end.
Social networks allow video sharing and live streaming at a minimum cost. With their help, the audience can better interact with retailers and provide feedback.
Similarly, animated videos and doodles are other helping hands. Give video marketing a shot. And who knows, maybe you’ll trigger a global challenge!
Author: Kate Parish is the chief marketing officer at Onilab with over 8 years of experience in Digital Marketing in the sphere of eCommerce web development. Kate always aspires to broaden her competency in line with cutting-edge global trends. Her primary areas of professional interest include SEO, branding, PPC, SMM, Magento PWA development, and online retail in general.
