5 Ways to Use Video to Promote Your eCommerce Business

If you’re struggling to figure out ways to promote your ecommerce business, look no further than videos. One of the easiest ways for stores to make a big impact through marketing, videos are attention-grabbing and have a solid track record of turning site visitors into customers. These following four video tactics will help you get some of those customers showing up on your digital doorstep:

  1. Make a promotional video or commercial.Chris Townsend just wrote abouthow commercials can generate lots of buzz about your business. Though he was talking mainly about making these for TV air time, this strategy can be applied to ecommerce businesses, too.Once you make the video, place it on the landing page of your store, and submit it to video sites like YouTube and Vimeo. Include all those SEO aspects that will help your video get found in searches (tagging, using keywords, clear title and description, etc.), and ask your current followers to check out the video and share it with their friends.You never know what this could do for your business. Dollar Shave Club’s founder Michael Dubin probably had no idea that his video, “Our Blades Are F***ing Great,” would go viral in 2012 and cause millions of people to check out his startup company:
  2. Provide videos of as many of your products as possible.As fun as a promotional video or commercial could be, consider investing your time into product videos if you want a place to start.It’s nearly impossible to fail with this simple video option.

    For example, Zappos has been making product videos since 2009, using its own employees as models instead of hiring acting talent, and they’ve found that videos increase sales anywhere from 6-30%:
  3. And in an even more successful example,internetretailer.com reported that customers at StacksandStacks.com (a home storage ecommerce store) were 144% more likely to purchase a product after viewing a video.The value of product videos simply can’t be ignored. Their ROI has proven time and again to be worth every penny and minute you put into making them.
  4. Provide more information about your products, too.The more you can talk about your products in a video, the more likely you’ll be to sell them.Consider doing an info video about each of your products, especially if you’re selling items that require specialized knowledge in order for the customer to make an informed buying decision.Make sure you avoid praising your own products too much. Most buyers don’t appreciate this and will consider your company biased and possibly even dishonest (as was the case when Nokia reviewed their own phone).However,allowing customers to upload their own video reviews helps create trust around your name and the brands you carry. Tide recently invited customers to video review their new Pods product, and they received an overwhelming response full of honest, authentic reviews.
  5. Create “behind the scenes,” “around our office,” or “a day in the life of” videos.The Zappos video success also hit on a factor that marketers have known for a while: customers like seeing the real faces of the people behind their favorite products.So don’t be afraid to show your customers who you are.The Austin-based new media production company, Rooster Teeth, is a great example of an online-based business (though not first and foremost an ecommerce store) who’s successfully used “behind the scenes” videos. TheirRT Life video series chronicles their daily office shenanigans (which can’t really be called anything less than that):

    (Note: Video contains language.)Rooster Teeth has built a massive following because they consistently choose to show themselves and their personalities in videos.It’s up to you how often you produce these types of videos, but make sure youpick a schedule and stick to it. Customers love consistently released videos that they can look forward to.

  6. Film a regular “our favorites” series.Another way to use video effectively for your ecommerce site is by highlighting your own favorite products in a video. This type of video essentially combines the product and “behind the scenes” styles tobring your audience a more detailed description and reason why you love carrying and selling the items. Fortress Geek, a Canadian-based online retailer, makes this kind of video every week to show their customers products that they’re excited about. The highlighted product is held, worn, or used by one of Fortress Geek’s employees, and additional images are often provided during the video:You should film yourself or your employees for these videos to make sure your passion for your products shows through, and also make sure you have a sample product that’sexactly what your customers will get when they order it (lying about a product on a video won’t get you any brownie points when it arrives in lesser condition at their door).

The video promotion doesn’t have to stop here. There’s a lot more you can do, like providing product history or tutorials. You can even do a monthly recap video covering the new items your store is carrying, or you can do a video blog (vlog) for some of your company’s blog posts.

When considering video marketing for your ecommerce store, focus not only on producing the types of videos your customers would most benefit from, but also make sure to create them with the highest quality in mind. Don’t hesitate to hire semi- or fully-established reviewer and videographer talent if you don’t think your company’s up for the challenge.

Working towards both of these goals will ensure the best success with your store’s video marketing efforts.

Bio: Bree is a blogger for Fortressgeek.com, a geek merchandise ecommerce store based in Canada who uses several of these video marketing techniques on their YouTube channel (pretty cool, eh?).