This week I flipped through my copy of Internet Retailing and happened upon this article on how brands can build relationships with customers, inspire trust and engender loyalty.
As I read, it struck me how well video plays into many of the strategies outlined in the article. If you’re looking to connect with your consumer, it’s the perfect thing to add into the mix. So, I thought I’d pull out a few of the ideas the article mentioned and explain how video can be used to achieve them.
1. Marry Content With Commerce
“The latest thinking suggests that putting content alongside commerce is key in giving shoppers reasons to return to a website. David Walmsley, director of M&S.com, says it was crucial for its new site to weave content and commerce together. ‘For us it was critical that we didn’t create something that could feel like a content ghetto: turn left to shop and right to read,’ he told InternetRetailing Conference 2014.”
Often, when brands use video they immediately think: YouTube. And, of course, there’s many good reasons to upload your videos to YouTube. The mistake occurs, however, when this becomes the entire video strategy.
If your content exists in isolation – how can you expert it to convert? Your content should sit right alongside your product. It’s vital that you embed videos directly on your website – don’t just leave them gathering dust on YouTube. Only then do your visitors have a reason to keep coming back to you (not YouTube).
Cosmetic retailer Illamasqua, provides online video tutorials so that visitors learn how to use the make up properly. The videos are embedded on site (rather than uploaded to YouTube), so that the audience can then go on to buy whatever products are featured in the video. Plus, by creating an online video hub right on the website they attract more visitors straight to site, and keep them coming back for more.
David Walmsley sums it up pretty nicely, so I think it’s worth repeating: don’t direct visitors one way to access your content, and the other to buy your product.
Sound good to you? You can learn more about how Illamasqua use video as part of their marketing strategy here.
2. Find New Ways To Communicate The Brand
“‘Our objective is to be a destination of choice,’ says David Kohn, head of multichannel at Snow + Rock. “What we stand for is being the ultimate authority on products and advice.”… In store, that means giving helpful and expert advice. Online, that means finding new ways to advise.”
Video is a fantastic way to bring the expertise of your in store staff, online. The key is to provide helpful information that’s of real value to your visitor. They’re more likely to trust an honest, personal review than an overt sales pitch.
It’s something that baseball bat store Justbats.com have pretty much nailed. On each product page the team provides bat reviews and information so that the visitor can be sure that they’re buying exactly what they need.
Interested in learning more? Check out our full case study to learn how Justbats.com use video to improve the customer experience.
3. Do the unexpected with social media
“[Mulberry], best known for its handbags, came up with a tongue-in-cheek video in which relatives vie to outdo each other in giving Christmas Day presents to one particularly lucky young woman….’our tongue-in-cheek Christmas video #WinChristmas has been viewed well over one million times,’ said Mulberry chairman Godfrey Davis in the company’s interim results, published in December.”
Remember that YouTube is a social platform. So be social. The YouTube audience is there to be entertained, so the videos you upload here should be top of the funnel content only. The “tongue in cheek” Mulberry campaign is the perfect example of a brand using YouTube, and using it well.
But YouTube isn’t the only social network on which you can use video to great effect. Add video into your Twitter and Facebook feeds and you’ll see a lot more engagement. For example, we see around a 4 times the amount of engagement when we post video tweets, compared to text only.
Bonus: Use The Right Tools
Now that you’ve got a better understanding of where and how to add video to your website, the last step is to use the proper tools so that the video will achieve it’s ultimate goal: to convert.
Use a call to action
We always recommend using a call to action o so that the viewer knows what action they should take. It’s important to display this call to action prominently on the page – you don’t want them to miss it. The very best place to do this is within the video player itself – the very place their attention is already focused.
Use a reliable video host
If your videos don’t play, they can’t convert. Your videos should work on every device (mobile, tablet desktop), and should load quickly – even if viewers have slow Internet connections.
Secure your videos
Your videos should attract people to your your website – and not somewhere else. Be sure you have the proper video security in place so that your valuable videos are safeguarded against unauthorized downloads. Make sure your content works for you – and only you.