Video Engages Consumers at Every Stage of the Shopping Process
You don't have to look any further than the social networks you use every day to see that video is hot, hot, hot among consumers. Instagram has recently added video to its image-sharing social network, letting users create and view videos, and Twitter began allowing its members to post Vine videos to their feeds. It's logical that consumers will also look to their favorite retail brands to feed their desire for online video.
The key to getting shoppers to notice your online videos is to get as much mileage out of them as possible. That means thinking beyond product pages. Sure, they're the logical place for your videos, but there are many more ways to place videos in front of consumers’ eyeballs — at the beginning of the shopping process, in the middle and after browsers become buyers.
In terms of making good use of your videos, the best place to start is with your search engine optimization efforts. Video can be a very effective tool for cutting through the clutter of search results and convincing a prospect that your link is worth clicking on. When you upload your video site map to search engines, you instantly boost the placement of your videos in searches. Video is currently showing up with greater frequency in Google's Universal Search results, which includes listings from its vertical search engines for news, video, images, local and book search engines. When you add video to more pages on your site — e.g., homepage, checkout — you're more likely to get page one placement.
In addition to SEO campaigns, you can use social networks to extend the reach and viewership of your videos, as well as entice people to visit your online storefront. Creating a YouTube channel is a great first step. As one of the world's largest social networks, YouTube will bring your videos to the widest possible audience. It also has easy tools for letting viewers share your videos with their social networks. Every time you post a product video on YouTube, include links to the pages on your site that carry the video. In addition, promote your YouTube channel on your website, in email campaigns and in print collateral such as catalogs.