In the past, businesses used videos to promote their services and products via TV commercials. However, creating and airing TV commercials wasn’t easy for every business. Over time, technological advancements made it easier for companies to run marketing campaigns using videos. It isn’t wrong to say that video marketing has become a staple for businesses around the world.
Using video as a marketing strategy is a convenient way for companies to create brand awareness. It is also a great way for them to engage with customers, build customers’ trust in their products and services, and expand their target market. Moreover, it has become a trend for companies to use video as a medium to relay their motivation and goals to customers as it is an audio-visual (AV) aid used to grab people’s attention.
Charter Spectrum is a business that provides cable TV services across the US. They developed a Spectrum TV app to enhance their services and boost sales. They did that by creating a product video for their subscribers showing them everything about the app and how to use it.
Before diving into the details of how you can use video to enhance your eCommerce conversion, let’s understand what exactly a product video is.
Understanding the Concept of a Product Video
A product video is created to highlight the features of a product. It details how to use a product and makes it easy for any business to present their product or service to a target market. To understand what a product or service is and how to use it, customers around the world prefer to watch product videos instead of reading details.
A product video is especially helpful for products that cannot be displayed in physical locations. These videos are usually showcased on store websites with product descriptions. They allow users to make quick buying decisions. This makes video a great marketing tool.
5 Ways of Using Video Marketing to Grow eCommerce Conversions
Now that we know the influence of video marketing, let’s take a look at how exactly do videos help eCommerce conversions.
1. Improving Customer’s Engagement
Since a video is both an audio and a visual aid, it grabs the customer’s attention in more ways than one. As each product is different and has a specific reason for its creation, you can use videos to tell mini-stories about each product.
To make videos more effective, try building stories with narratives and emotions. Businesses were using pictures, text, auditory stimulators, separately only a few decades ago. Now, the business industry has realized that videos have it all. That is how businesses engage more customers by making an effective product video.
2. Develop Trust
The first few seconds of your video are crucial because they determine customer engagement. Offering a product that is actually different in reality will lead to customers’ dissatisfaction. If you don’t present your product with all honesty, customers are bound to develop distrust in your business. Therefore, honesty is the best play.
A product video provides proof as to what your product can do and customers see it in action. If the product resonates with them, and they find it easy to use, not only will they be satisfied with their purchase, they may also spread good feedback in the community. That is how you build your brand’s credibility.
3. Answer Queries
What do you do if you want to self-install an internet connection, dye your own hair, or find a new recipe? Nowadays customers look for videos to get their queries answered. That is because it is easier to follow something in action as opposed to something you read online.
If customers can get their issues answered in videos where they can actually follow the answers, it makes a world of difference in buying decisions.
An excellent product video will not only show you how to use a product, but it will also answer customers’ questions that they may have later.
Instead of presenting a perfect product, it is better to explain any issues the customer may have in the future and how to resolve it with ease for better eCommerce.
4. Enhanced Customer Experience
Product videos play a crucial role in enhancing the customer experience. Suppose a new customer moved in your business range they are looking for a new internet and cable service provider.
While looking online they found a few ISPs that provide affordable and high-speed internet connections in addition to a cable TV and voice service.
They narrowed it down to 2 potential options. Being an ISP that has better product videos and tutorials for every service. And will give you an edge over other competitors in the market.
That is how a video can enhance your customer experience. Improving your products based on customer feedback and letting them know through product videos that you value their opinions is a great way to boost customer experience. Consequently, you retain loyal customers and expand your eCommerce circle by gaining new clients.
5. Increased Brand Awareness
Word of mouth is still a very powerful mode of expansion in the digital business era. If your customers are satisfied and you receive positive feedback on various digital platforms, your customer market would likely grow.
On the other hand, if customer reviews aren’t good and they are visible on social media platforms, your business suffers.
A positive customer review helps customers make a buying decision quickly because it acts as a recommendation for your product. In other words, positive feedback is word of mouth being spread in the community that your product is recommended.
Most consumers trust the recommendations of friends and family in their community, so sharing a video on social media can increase your eCommerce conversions over time.
