3 Steps to Incorporating Video Into Your Marketing Strategy
Video marketing may not be at the top of retailers’ lists of strategies to increase sales, but you may be surprised to learn that consumers actually want more video from your brand to learn about its products and/or services. In a recent survey of more than 1,000 U.S. adults, Animoto learned that 84 percent of respondents want more videos on Amazon.com and 64 percent want more on eBay to help them make more informed purchases. This growing demand for video is only just beginning, and it isn't isolated to top e-commerce sites. You too can capitalize on the benefits of video, and getting started has never been easier.
Without a real-life salesperson guiding consumers to make a purchase, videos are a powerful way to engage them from pre- to post-sale. However, it's important to understand that videos play different roles throughout each phase of a customer lifecycle. The best approach is to create videos that are useful for each situation. As you build video into your marketing strategy, here are three steps to keep in mind:
1. Cover the basics. Whether your business is e-commerce only or primarily brick-and-mortar, introductory videos are a powerful way to draw customers in and engage them in a way that evokes emotion, reminds them of a need or desire, or teaches them something new. Consider what a shopper may search for or want to learn about from your products or services, and ensure that you have videos that address those points.
The survey revealed that 64 percent of consumers find it helpful to watch videos to learn more about the company they'll purchase from. Whether it be a funny video that is low on branding but likely to be shared, or an informative video introducing your business, products or services, make sure the video is easy to find and not too long. Eighty-three percent of consumers say the ideal length of a video to inform a purchase decision is five minutes or less. You should also be strategic with where you post your videos. The best place to start is on your homepage, but don't forget to cross-publish on Facebook, YouTube and Vimeo. Include a call to action at the end such as your company URL so viewers know where to go to learn more.