Find out why your e-commerce store needs to invest in professional videos so you can boost your sales and customer engagement.
Video marketing is known to be the most popular form of marketing at the moment because customers are consuming that kind of content.
51% of marketing professionals say video is the content type with the best rate of investment and 86% of people want to see more video content from the brands they love. Social video also generates over 1200% more shares than photographs or text put together.
These are just a drop in the ocean of the many, many statistics that tells us that video content is the content to put your money behind.
The question is, will any video content cut it when it comes to impressing your audience? Will a customer engage with any video, regardless of quality?
Actually, no. Video content of poor quality is likely to not only be less engaging for your audience, but it could also do some real damage to your brand. High quality professional videos not only maintain your reputation, they boost it and help you attract customers. Let’s take a closer look at why you should be investing in professional video content as an e-commerce brand:
Brand fragility
As an e-commerce business it’s likely your brand is much more fragile than that of a well-established large corporation. Your audience is smaller and video that’s of poor quality could well damage your reputation. At the very least it reflects badly on what you’re offering, consciously and subconsciously telling your potential customers that you don’t represent high quality or value in what you produce. At the most, it could actively cause potential customers to avoid your brand in future, further damaging your opportunity for growth.
Building a personal connection
A professional video helps your business to build a personal connection with a customer. The message is clear, you’re offering them value and you’re giving them more of an opportunity to truly understand your brand. That personal connection builds brand loyalty and trust, which leads to more sales and content sharing in future.
Accessibility
Offering videos with different language voiceovers (whether in French, Spanish or even Lithuanian) and captions helps ensure your content is accessible to as many people as possible. Translating your content into other languages is something that’s often overlooked in video content when compared to text based content, so be sure not to make that mistake.
Online presence boost
By boosting your online presence with video content your e-commerce brand is able to encourage viewers to follow you, sign up to newsletters or click to visit your website. Although you have to work at all areas of online presence in order to thrive, video content is a way to truly make your mark online and increase your visibility.
Enhancing social media engagement
Images and text are less likely to have good engagement metrics on social media compared to video content. Professional video content as we mentioned above is over 1000% more likely to be shared compared to text or images. With more social media engagement you boost your chance of sales, especially when you have something to promote and you want those all important sales funnels to work.
These are just a few reasons any e-commerce brand should be utilising professional video content to attract customers and make sales.
It doesn’t have to cost the Earth
There’s definitely a perception that video content will be vastly more expensive when compared to traditional text based content, however it really doesn’t have to cost the Earth. You can make use of great value freelance professionals on sites like Upwork, Five Squid and People Per Hour to have professional quality videos produced for a fraction of the price you might be expecting. If you’re willing to spend a little time yourself learning the basics, you can also utilise software like iMovie or Lightworks (or any mentioned in this article) to create really great looking videos yourself.
If you’re willing to put the time in, your content can be very polished and highly effective at driving those sales and boosting customer engagement.
Lawrence Blackwell’s – Bio
Larry has had a varied career in PR and Marketing with responsibility for the marketing department of several SMEs and experience in international organisations. He has developed new marketing strategies with a particular focus on understanding and exploiting multi-lingual campaigns. He speaks French, Spanish and his native English and is a regular contributor to the Matinée Multilingual Blog.
