- By Ricky Hayes: July 8, 2020
How to Successfully Use Video Marketing for Your Shopify Store
When it comes to growing your Shopify store, the power of video in your marketing strategy can’t be underscored enough. Plenty of online store owners utilize blogs and image marketing to get the word out.
And using high-quality imagery on your online store is great. Potential customers love seeing what exactly it is that they’re going to buy. However, you can go a step further in reeling them in by using moving images – video.
Video is particularly important in your Shopify marketing strategy because it provides more information in a smaller time frame.
Video marketing does a more efficient job of selling your brand to prospective clients than reviews, well-crafted blogs and persuasive copy.
We delve into the steps you can follow to successfully incorporate video in your Shopify marketing strategy.
How to use video marketing to promote your Shopify store
The advantages of using video for Shopify marketing are endless. Not only do you have a chance to enthrall your audience with nifty edits and visual effects but you can also prod search engines into ranking your website high on their search results.
Additionally, you can pass on more information about your products, enabling potential customers to cross the final threshold in the marketing and sales funnels. After all, up to 85 percent of online shoppers are more likely to buy a product after watching a video about it.
With such benefits, it’s prudent for you to leverage video marketing for the betterment of your Shopify store.
And here’s how you can do so.
Be creative when crafting videos
With everyone in your niche jostling to get a larger share of the market, it’s almost a given that you’re all using video marketing to extend the reach of your respective brands.
To stand out from all these videos, you need to be very creative. Extraordinary and imaginative videos catch the eye of the audience and also draw attention to the brand. Site traffic increases since the masses are intrigued by your video content.
Use different kinds of videos to stand out. You can use animation videos to create a unique brand aesthetic. Motion graphic videos are also different, standing apart from live-action footage that is saturated in the market.
Even when you go the live-action route, you should be creative in the way you present your product. You can utilize seldom used camera angles or you can use witty dialogue or commentary in the videos.
Creativity is boundless. Therefore, you have countless opportunities to set your Shopify store apart from your competition.
Use product videos to shed more light on items
When prospective clients land on your Shopify product pages, they check out the information regarding the product. Your copy can only do so much to ensure that your audience understands your message.
Video does a great job of bringing the point across and driving it home. At the back of your mind, you should always know that only a certain portion of visitors come onto the site when they already know what they want and are going to add it to their carts. Another portion is just browsing and hasn’t made the purchase decision yet.
Product videos are the right tool to use to edge these prospective customers towards the buying decision. These kinds of videos highlight the features of the product and the benefits that the customer can get from the item.
Inject video into emails and newsletters
One of the mainstays of a digital marketing strategy is email. The different types of emails keep a business in regular contact with new or previous clients. However, with your clients being bombarded with emails from all over, you need to find a way to stand out from within the brimming inboxes.
Video thumbnails in the inbox increase the chances of the recipient opening your email by an impressive 50 percent.
However, there are those clients who have their inboxes set to a condensed look. In this setup, the inbox doesn’t display snippets of the email. This means that your recipient won’t know if the email has a video.
There’s a workaround for such a situation. Include the word ‘VIDEO’ in the subject line of the email. This increases email opens by about 19 percent.
Leverage the power of testimonials
72 percent of consumers find a business more trustworthy if it has positive testimonials and reviews. Additionally, 88 percent of prospective buyers say that reviews influence their purchasing decisions.
So, if you want to increase your reputation as well as encourage site visitors to buy products, use testimonials.
While many businesses use text testimonials and reviews on their homepages, it’s prudent to use video because it’s easier to trust someone you can see. Furthermore, previous customers can furnish more details during a video testimonial than they would when typing out a review.
Testimonials can also show previous clients using the product or showing its benefits, drawing in potential clients who’d been on the fence regarding your product and other competing brands.
With these benefits, you should produce good quality testimonial videos to increase sales on your Shopify store.
Tap into the power of social media
Social media is a great way to make your brand known among the masses. With a large majority of your target market having a presence on at least one of the social media platforms, reaching out to them is a bit simplified.
We’ve already alluded to the fact that video is among the most effective mechanisms of marketing. After all, 54 percent of consumers prefer video above other content offered by brands they are interested in. In the same vein, 34 percent of consumers prefer social video in particular.
Platforms like YouTube, Facebook, Instagram, TikTok and Twitter are perfect for pushing out video content to customers. Around 83 percent of consumers watch video content on YouTube while 67 percent head to Facebook to watch videos. Target these sizeable chunks of audiences to get your message across.
The value of social media is that the audience does the work for you to spread your video content. The viral nature of social media means that the reach of your content grows exponentially.
While text and static images can also go viral, video content takes this up a notch. Videos on social media garner 1200 percent more shares than their image and text counterparts. It is, therefore, prudent to use social media in your video marketing strategy.
Vary the types of video content you create
With any kind of marketing, online store proprietors tend to focus on the products that they’re selling. However, there are various benefits to offer content that doesn’t have the product front and center.
Create video content that addresses various aspects of the niche or industry that you’re dealing in. This can include solutions to problems or just extra information that a person who uses your product would be interested in.
Apart from the product videos we mentioned earlier, you can make instructional videos. These show your customers how best they can use that given product.
You can also create a story around your brand or a specific product. This brand story creates a bond between you and the customers. Those who identify with the brand due to this story can become advocates, drawing in even more people with a shared belief or experience.
Creating this kind of video content is simpler and more straightforward if you use buyer personas.
When researching your market, you must’ve drawn up probable characteristics of your ideal customer for each of your products. From these personas, you can determine the type of content they desire and the tone that appeals to them.
Different types of videos ensure that your customers always have a variety of content to consume, breaking up the monotony of product-focused videos. This keeps them coming back to the brand.
To wrap up
Video is a great addition to your Shopify marketing strategy. Given that it can increase conversion by about 80 percent, it’s a worthwhile endeavor to undertake when it comes to boosting the profitability of your Shopify store.
Start by being creative, making unique videos that set you apart from the content your competitors are pushing into the marketplace. Highlight your products by making videos that demonstrate the features and benefits of your wares.
Integrate video content into your other marketing channels. In particular, video increases the success of your email marketing campaign.
Create different kinds of video content for a richer customer experience. For example, you can create testimonial videos to gain the trust of prospective clients, making them more likely to buy your products. Other kinds of content should focus on related subjects in the niche or field and not directly on your product range.
Finally, use social media to increase the reach of your content and grow your brand. The viral nature of activity on these platforms boosts the number of people in the target market that view content and become conversant with your brand.