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Video marketing is currently one of the hottest topics in the eCommerce industry, and it’s easy to see why.
The power of video goes far beyond just driving leads and sales.
A high-performing video can take you from feeling like a small fish in a big internet ocean to being a respected brand on the same level as Amazon or Shopify.
It’s not enough to know how to write amazing content or buy SEO articles. Modern businesses that don’t already have a video marketing plan are lagging way behind.
Let’s be clear — consumers love videos. Every day more and more people are watching online videos than ever before.
Even though you might think that your current customers aren’t interested in seeing your product or service demonstrated visually by someone on video, they are.
In this article, we’ll look at why video marketing is so important for eCommerce businesses and how to utilize this powerful marketing tactic for your store.
What Video Marketing Is and Why It’s Essential for Ecommerce Businesses
Video marketing is a powerful tool for eCommerce businesses. It can help you build trust with potential customers, improve your SEO, and increase sales.
It’s also essential for eCommerce businesses because it’s the best way to convey your brand’s personality.
Think about it: When you’re shopping online, you don’t get to see the people behind your favorite products or services.
You don’t get to interact with them directly or hear their voices. Your only connection is through text and images on a screen.
But when you use video marketing in your eCommerce business, everything changes!
Suddenly, customers are getting to know who you are and what makes your company unique—and they’re seeing exactly why they should buy from YOU.
They can see how passionate you are about what you do, how much fun everyone has on the job, and how excited they are when they get a new shipment of the product in the mail.
For example, the photo below shows how Workable—an applicant tracking system for small businesses, incorporates product branding and sales in a video found on their homepage.
This video highlights key facts about the company and walks viewers through what the company does and what they have to offer.
This gives an excellent first look into what their customers can expect from them.
The Types of Video to Use in Your WooCommerce Store
When it comes to video in your eCommerce store, there are many options.
Here’s a rundown of the different types of video you can use to tell your story and convert more visitors into buyers.
1. Product Demos
Product demos are great if you sell a product that requires some explanation—like how to put on makeup or how to use an electric drill.
A great example of a company that does product demo videos correctly would be SmartBear.
The SmartBear web automation tool API website features a TestEngine video center where you can see an overview of what their product does and how you can use it.
You can use a product video gallery plugin for WooCommerce to feature your demos and show off how your product works throughout your store’s pages.
2. Customer Testimonials
Customer testimonials are great if they’re authentic—that is, if they’re not scripted or written by an employee but rather by actual customers who have had a positive experience with your company.
Even better, they should be using the product or service you’re selling!
3. Outtakes/unscripted Videos
Whether recorded during a live event or in a studio, outtakes allow you to show your customers a more laid-back side of the company.
It’s also a great chance to be funny and/or show your personality.
Keep in mind that outtakes and unscripted videos may not suit your website.
Instead, you may want to use platforms like TikTok and Instagram to share interactive content that your audience can relate to.
You can use Instagram tools like Veed.io (pictured below) to help you edit your videos. Just because they’re outtakes doesn’t mean they shouldn’t be high-quality.
You can use one of these Instagram shop plugins for WooCommerce to boost your social posts and generate sales directly from Instagram.
How to Create a Winning Video Marketing Strategy for Your Online Store
Video marketing is one of the most effective ways to market your business online. It’s also one of the most cost-effective forms of advertising.
Plus, it’s not just about selling products—it’s about creating an image for yourself and your company that customers will want to be associated with.
But how do you get started? Here are some tips:
Create a Plan
Before you start shooting videos, know what kind of content you want to create (and why), what audience you’re targeting, and how often it should be posted or updated.
Plan out at least two weeks’ content in advance so that it doesn’t feel like a chore when you sit down to shoot something new!
Shoot Your Videos in 4K
If your video looks cheap, people will assume everything else about your business is also cheap—even if it isn’t.
Quality is critical for building trust with potential customers and turning them into repeat customers. It’s a good idea to invest in quality video vlogging cameras.
Make Your Videos Fun and Engaging
Making videos isn’t just about selling your products or services—it’s about creating an experience for your audience. If your videos are boring, they probably won’t get watched—or shared—either!
Here are a few more tips to create an engaging video marketing campaign for your WooCommerce store.
1. How much does it cost to produce and shoot a video?
Producing and shooting your videos doesn’t need to be costly. You’re good to go as long as you have a quality smartphone camera.
2. Do I need to buy professional equipment?
No. However, you may want to invest in a quality camera. You can use a smartphone as long as the video is of good quality and you are uploading to a platform that will accept a video shot with a smartphone.
3. What kind of lighting do I need?
Natural lighting is your best friend. You don’t want to try to frame a scene too bright or too dark, so make sure that your lighting is just right.
Shoot Videos for Video Marketing, and Watch Your Business Soar
Video marketing is a great way to create brand recognition and build a loyal customer base. But you have to be prepared for the work involved.
That’s why it’s essential to set up a plan and devote appropriate time to the job. It can be tedious at times, but it will pay off in the end!
If you’re ready to start featuring video content on your WooCommerce store, check out these plugins to integrate video into your product pages.
The 5 Best WooCommerce Video Plugins for Product Videos & Galleries
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