Video marketing is incredibly powerful. Don’t believe me? I promise you, by the end of this post you will be converted. Not only that, you’ll be inspired to start creating your own branded video, regardless of budget. In this article, we’re going to look at different types of video that can be used for marketing purposes, as well as what techniques you can use to optimize them and improve engagement with your audience.
If you’re in ecommerce and are investing in content, or have a brand website, you should also have a video content strategy. There are lots of considerations to take into account when creating your brand’s video content. In this post we’ll discuss format, purpose, creation, representation, distribution – and importantly, how to optimize for the best ROI.
Tried and tested video styles that convert
Video should be entertaining, emotional and memorable, and when it’s all three, it can turn your marketing strategy into something remarkable.
Take a look at some examples of video marketing that have worked wonders for brands and converted customers:
From a business perspective, 2016 has been an eventful year, to say the least. In fact, the past few years have been very busy. Three years to the day I was working on my computer and on my blog preparing to launch my new company. New isn’t the right term. Visionary Marketing was created in 1995. Out of frustration and seeing how managers were being downsized regardless of their abilities. I then decided to use this new tool one called the Internet (in those days people referred to it as the information superhighway) to sell my wares.
As I tried to post my CV online and quickly realised that nothing good would happen if I continued to do that, I turned the website around, changed its content and theme to match that of a 100 page report I had written and rebranded it to match the name of the report. Half a year later, I bought a domain name and attached it to the Website.
The site may have changed platforms a few times but it has always been there to support my work. I used it to do research, to publish my work, to network, and evangelise. Eventually, I never had to search for a job anymore. People started to call me. I wasn’t fired from Unisys. In actual fact it went the other round, I resigned twice. Once to leave France and get back to Britain. But they wouldn’t let me go and I got an expat package instead. Even though that was deemed impossible at the time. The Website had made me visible and desirable. I went on updating it. And I resigned a second time to join Capgemini for whom I worked in Lebanon and China and France.
I went on updating my website. It got me another job outside of Capgemini and I joined Orange (France Telecom as it was called at the time). The Website got me that job and I never ceased to update it. In 2004 an Orange colleague advised me to move to blogs. I didn’t suppress the Website but went on to build blogs – this blog is one of them – on top of the Website. I was right not to do away with the site, that was visionary too.
Welcome to the Internet : the land of Marketplaces ! We all know Amazon marketplace, Asos Marketplace, or many other platforms dedicated to peer-to-peer selling. For a lot of people, the Internet is the best place to sell products (new or vintage) to other people. It’s as easy as 1,2,3 ; just find a popular platform like Craigslist or Leboncoin for our french readers, and post the most convincing image (sometimes even adding some filters to beautify it), with a short description and a price tag. And wait.. until someone makes the move. To try and boost the sale of an old couch, people share their posts on social media. Who knows, maybe one of our Facebook friends has a cousin who needs a vintage couch, right? Now Facebook, that social network we use ‘all day everyday’ is launching its own Marketplace. In this article, we’ll go through the basics of that new Facebook feature.
Here are a few reasons how a proper content marketing strategy can give you e-commerce success:
Improve user engagement, increase your customer base and build important relationships between your current customers and your brand.
Raise awareness of your brand.
Improve your ranking in search engines, target keywords with your content to find customers who are searching for products just like yours.
Provide support and help. Create useful content like how-to’s, user manuals and guides. And don’t forget to promptly answer customer queries.
Enhanced social reach, share content through social media to reach a larger audience.
What content should you be creating for your e-commerce store?
This can depend on your industry, what products you sell and your target market. This is a point you must remember, not just for content marketing, but it is the #1 rule in marketing, know your market, before creating any content, know who your current customers are, know who your potential customers are, and make sure your content is optimised for them.
So here are 5 ways to use content marketing for e-commerce store success.
Set a Goal
Before creating your content marketing strategy, you should set goals, for both each piece of content and overall. Set something to aim for, whether that is increasing overall sales and customers, gaining new email subscribers or even just engaging or helping your current customers. Having a goal will help you create content for a specific cause.
Choosing a domain name seems straightforward, but there are actually many things to consider before you register your business’s website. And while domain names usually aren’t terribly expensive, it can be a real hassle to try to reroute all of your webpages to a new address later on, should you change your mind. Instead, spend a little extra time up front brainstorming multiple domain name options. To guide you, here are some definite mistakes to avoid:
Choosing a Domain Name That Is Easily Confused With Another Brand
At best, you’ll receive an uptick in site hits from people who have simply typed the wrong address. At worst, you might be hit with a lawsuit, especially if the brand you’re being mistaken for has a big budget and thinks you’re stealing customers. For example, if you sell fence building materials, you might think “Wall Mart” is a clever business name. But trying to register wallmart.com might result in a cease-and-desist letter from the lawyers of Walmart. Play it safe and make sure to choose a domain name that is quite unique.
Matching Another Domain Name But Using a Different gTLD
Let’s say you already have a great domain name picked out. The only problem is that someone else has beaten you to the punch, and the .com generic top-level domain (gTLD) is already registered. That’s okay because you can just choose to register as a .net business or use any number of other gTLDs, right? Wrong … for the same reasons as Mistake #1, this is a bad idea, but you’ll also be positioning yourself in the shadow of another business. It could hinder your marketing efforts if you have to keep reiterating that your business is the .net version, not the .com one.
Using a Domain Name That Is Difficult to Pronounce or to Spell
When you network with others face-to-face, you want to be able to casually throw out the name of your website and have it stick in the recipient’s mind. You don’t want to have to stop and laboriously explain how the domain is spelled or make it difficult to pronounce. For best results, choose a domain with words that are spelled how they sound and sound how they look. Read more →