6 Ways to Use Video Marketing For Your Ecommerce Store

May 20, 2020
Kelsey Jones

6 Ways to Use Video Marketing For Your Ecommerce Store

May 20, 2020
Kelsey Jones
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Video marketing can make a big impact on driving more sales and traffic to your website. Eighty-seven percent of video marketers said video drove more traffic to their website, and 80% believe it has increased sales, according to a study mentioned on OptInMonster

Ecommerce stores have a wealth of opportunities to create video for their website and the products they're offering. We’ll go over some of the types of videos you can incorporate into your marketing campaigns and product pages, as well as what tools to use and best practices for making your videos stand out and look professional.

6 Ways to Incorporate Video When Marketing Your Store

From demos to DIYs and everything in between, video marketing can help introduce your brand to new users and keep current customers coming back for more. 

1. Product Demos

Product demonstrations are some of the most helpful videos to add to your ecommerce site for your customers. Zappos does a really good job of this with the products on its site — someone will introduce the product, name the key features, and then model the product or show how it's used. 

Note, the company publishes these videos on its YouTube channel, as well as privately on its site. There are two benefits to this: Remote hosting can drive traffic from YouTube users to your ecommerce store, whereas private hosting ensures your videos stay online and you aren’t completely reliant on a third-party video service like YouTube. 

One thing Zappos should do in the YouTube video is to link directly to the clogs’ product page. Instead, the retailer provides links to the main website. This makes the video watchers click or search to find the product, thus increasing friction and compromising the chance the user will actually convert to a buyer.

Nordstrom also uses video marketing to display a variety of items it carries. 

A woman showing fashionable clothing at Nordstrom
Image source: Screenshot of Nordstrom’s video walkthrough, April 2020

When someone is shopping online, it's hard for them to imagine themselves using or wearing a product. Seeing it with a real person helps them decide whether or not it's what they're looking for. Video marketing is very powerful here.

Remember, even though measurements are listed for products on your site, it can be hard for users to conceptualize it — unless it's next to or on a real person. 

2. Company Culture

Another great use of video is to showcase your company's culture. These videos can be published on your social media pages or your website’s About Us page

KoMarketing does a good job of this on its Instagram profile. The marketing agency regularly features employee events, like a field day or catered lunches, on its channel. Here's a video the team did showcasing fun games they held for National Donut Day.

Fiverr is another strong example. The ecommerce digital marketplace has several video series on its YouTube page, such as Obviously Fiverr and Learn From Fiverr. It also features a pretty funny recruitment video called, “Another Generic Recruitment Video,” which showcases the company’s sense of humor.

3. Behind-the-Scenes 

Another really interesting video type is behind-the-scenes footage. 

Take for instance this behind-the-scenes feature from clothing company Good American. It shows what it's like to be on set during one of the photoshoots for a new line.

If the products you're offering have a unique process that helps you stand out from your competitors, that's also valuable to share as well. Customers like seeing how the products they're buying are being made, especially if you focus on something that's beneficial to them or the environment, such as a cruelty-free production line or Fair Labor practices for workers. 

In the above example, this roof insulation company shows how its insulation is made from start to finish. This is really important for this type of industry, as installers are typically looking for a specific type of insulation for the project they're working on. 

It also helps the business showcase its size and ability to manufacture the products it’s offering. This can build trust with your customers, as they’re seeing “where the magic happens.” 

4. DIYs and Tutorials

If you offer products customers are buying to make or fit into something else, create do-it-yourself videos or project how-tos. 

Look at this example from Michael’s craft store: The staff used some ribbon the company sells and linked to it in the video description. The video then shows viewers how to tie a bow. 

This is a common task many people struggle with, so it makes sense to offer a tutorial on it. Similarly, if you know there's some part of your product many customers struggle with, offering a how-to can be extremely helpful. 

With the right combination of keywords and helpful information, your video will also show up in the search engine results. This not only increases the chances of getting a sale from this video, it also shows credibility and trust in your industry, too.

5. Thought Leadership

If your industry has a lot of innovation but lacks a credible source, you can take it upon yourself to produce videos that educate your customers about the industry. This could include explaining difficult concepts or talking about new industry developments. 

Take this example from the American Association of Retired Persons (better known as AARP), which sells memberships and products from third-party partners on its site. The organization did a tutorial on bird-watching for beginners, which is of high interest to its target demographic of 50+ year-olds.

While this isn't specifically showing customers how to use a certain product, it is showing them a skill that relates to their interests.

Your brand can also use videos to sound off on evergreen and timely topics of interest to your community. Entrepreneurs like Tim Ferriss have successfully used videos to share insights on everything from ecommerce to productivity and more.

6. Industry Interviews

One thing the AARP video also does well is it includes insight with an expert in the field. These types of industry expert interviews bring a lot of credibility to your videos. After all, it’s expert advice that might not be available elsewhere in video format.

It's a nice "meeting of the minds" for your community, too. Here's a recent LinkedIn Live interview with Alex Lieberman of The Morning Brew and Noah Kagan of AppSumo (warning: language).

As you grow your video following and traffic on your ecommerce site, industry experts will be more willing to talk with you to increase their own exposure and credibility. However, you should expect to pay experts for their time, especially if it requires traveling or research and preparation on their end. 

These types of interviews can also be repurposed into a podcast — there are a number of free and affordable podcast hosting options available — as well, so customers can listen on the go. Then, write up or outsource an episode recap that can be published on your website’s blog with links to mentioned products and resources.

Best Practices

The best practices for video marketing an ecommerce store is an article on its own, but here are some things to remember when getting started:

  1. Plan and schedule videos in advance so you have enough time to edit them.
  2. Regularly produce videos so customers get used to new content from you.
  3. Update videos regularly as new product features are rolled out.
  4. Send anyone featured in your videos a link to them once they are out so they can share them with their networks. 
  5. Always use the best microphone available (recommendations mentioned below).
  6. Keep branding consistent with the same intro screen and graphics for each type of video. 
  7. Always include relevant product and resource links in the description of the video, and update them regularly when needed (for example, the Michael’s example product link went to an error page). 

As your team produces more videos, you’ll get a better hang of what works and what doesn’t. It also doesn’t hurt to get feedback from your customers through online surveys or email about what they want in videos from your ecommerce business.

Tools and Apps

To produce high-quality and engaging videos, there are some tools and apps that are worth investing in. These include:

  1. An external microphone
  2. A DSLR camera that shoots HD video
  3. An adjustable tripod
  4. Video editing software like Lightroom OR a freelance video editing expert who can make the video look polished.
  5. Portable background to shoot people and products
  6. Proper lighting to ward off shadows
  7. Cloud storage to back up your raw and edited video files
  8. A company YouTube account to post your videos for online users to find and watch. You can also upload the edited video to your Facebook, Instagram and Twitter profiles to get more engagement.

It’s possible to get started with a smartphone, especially if you were going to try live video via Facebook or YouTube. But the quality will be much higher if you invest in the right equipment. 

Best of luck introducing video into your ecommerce marketing. (Bonus idea: Share your results in a video blog post!)

Kelsey Jones

Kelsey Jones is a digital marketing consultant and has been writing online content since 2007 and has worked with brands like Moz, Salesforce, Woobox, Intuit and many others.