About 12 years ago, more than half of the people in this country couldn’t have relied so much on e-commerce giants that are now ruling the Indian market. Even though a number of e-commerce players existed in the market, but the notion of purchasing not just rare items but household products, groceries, kitchen items and the likes didn’t seem much of a preferential idea to the consumers. Back then, most of the middle-income groups still preferred to visit the market and a lot many people considered online shopping to be confusing and unreliable. By long odds, the situation has now changed drastically. At present, e-commerce giants are now expanding at a larger rate. The industry is booming year after year with large profit margins and increased sales. Today, even online players have entered the niche product industry like gift items, customised products, food delivery, furniture, amongst others. One factor that proved to be highly instrumental in the rise of e-commerce is undoubted, more exposure to the internet.
However, the story doesn’t end here. This boom did come with a few problems for online sellers, which is of course, competition. Even the niche industry has its own set of competitors. How to beat this neck rising competition? How to come to the front and create an impression in the mind of the target audience? Most importantly, how to increase conversion rate? The solution is quite traditional i.e. marketing. But the methods can’t be traditional too. Online industries require online marketing as well. While there are many ways to market products and websites online, the most recent and most influential of them is video marketing. According to Forbes, 65% of consumers are more likely to buy a product if they have watched a video about it and adding a video to emails can increase the chance by 200-300%.
What should my video be about?
This particularly removes the confusion regarding what to feature in the video while you are making one. Well, there are numerous options. If the product you are selling is simple and the usage isn’t too complex like clothing, jewellery, shoes etc., the best idea is to go for a product close-up which can give people a better look and understanding regarding the product they are buying. The ring might be shown from different angles or the details of the saree can be highlighted closely. In case your product is a bit complex suppose a technical item then the wiser option is to demonstrate its usage. In a Google study, it is proved that 80% women are more likely to buy a product if they are exposed to empowering ads by the brand or company. If you are planning to make a corporate video or launching a new product make sure the video arouses some emotion. It can be a great way to build a powerful brand image. Other option can be a message from the CEO, product usage results, influencer endorsement etc.
Although it seems to be a heavy investment, videos bring out heavy traffic. As per Hubspot, 78% people watch videos weekly and 55% daily. Moreover, videos can improve your search engine rankings too.
Where to market the video?
Videos not only prove to be effective but also versatile if they are shared on multiple touchpoints online. First and foremost should be your website, if possible the homepage. The product pages should also include the video of each product. Make sure that you have an ‘Add to cart’ button near the video so the consumers can actually figure out how to go about it. Google loves videos! If your website contains a few, this can help with SEO and increase CTR. Adding a video to your emails can do wonders and instigate more people to click through and purchase. Simply send out an email blast with information regarding sales, discounts offers etc. This initiative can prove to be even more influential if the video is personalized for example, the name of the recipient. However, this can increase your budget. Social Media platforms are of course a great place to share your video and reach out to the masses. Are you having a seasonal sale? Have you expanded your product range? Or launching a whole new one? Make videos that announce the information bold and drum-beating fashion. Add CTA’s and link in the description and watch your sales soar. If you are worried about the reach and engagement, design an ad campaign featuring your video with a small daily budget which can do wonders.
As an e-commerce owner, it’s high time that one should opt for video marketing to increase sales and traffic. This can particularly help a lot in relating to your probable customers better than text or static images. Video content is very engaging, interactive and adds a human element to your brand story. Though comparing your products with that of your competitor does not seem to be a moral idea, but highlighting those features in your product that have an edge over your competitor’s one surely works well.