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How to Start Incorporating Video In your eCommerce Marketing Strategy

How to Start Incorporating Video In your eCommerce Marketing Strategy
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Welcome back to our final article on boosting your e-commerce platform through video marketing. By now you should know why it’s important to use videos in your eCommerce marketing strategy, and what type of videos you can use in different stages of the customer journey. Now, there is just one question left to consider – where do you start if you want to make the most use of your eCommerce videos?

Our friends over at Linkeo Ltd have the answer. There are a couple of no-brainer steps, such as:

1. Posting these videos on your social media channels: YouTube, Facebook, Instagram, TikTok, etc. Make sure to match the dimensions, length, and other technical parameters of each platform. Consider adding subtitles to your videos for people who don’t like to watch with sound. If you’re a company that ships worldwide, having multiple language options can help engage customers who don’t speak the same language as you – for instance, a company in Japan that sells collectibles would have more success with providing English subtitles when advertising their products than one that does not.

2. Use them in your lead generation and re-targeting ads. Video ads allow you to build an audience of engaged people because you can track their video view statistics. Combined with static image ads and served at the right moment, video ads can generate huge Return On Ad Spend (or ROAS for short). There are several useful tools online that can help you track these statistics, which you might be interested in checking out. We also plan to cover how to identify viewing trends in a later article, should you wish to check back in the near future.

3. Embed these videos on your website: homepage, about pages, product pages, FAQ pages, etc. Having videos on these pages will boost average time spent on the site and will likely improve the customer experience by providing answers on the most relevant questions.

4. Serve them across the entire customer journey: from lead capture forms to exit-intent overlays, etc. At Linkeo Ltd, we built multiple campaigns for our clients across various eCommerce industry verticals.

For instance, one of our direct-to-consumer sportswear brands ran a cart abandonment campaign highlighting free shipping and returns to see which type of content – still image overlay or a video overlay – would generate more engagement. The results revealed that video was more effective at driving conversions, with 42.2% uplift versus the control group.

In another example, we helped a leading home shopping network reinforce its core brand values using video. To visitors browsing the website, we showed a live stream of their TV channel in a corner notification. As a result, the live stream gained 150,000 additional views in just a month.

Lastly, we teamed up with an award-winning festival operator to create an exit-intent overlay with an embedded highlight reel from the previous year’s event. The brand split-tested click-to-play video with sound against a video that auto-played without sound. The results showed that an auto-playing video created greater engagement, achieving a +33% uplift in customers clicking through to get tickets.

Whatever type of video you decide to make, ensure that you have a clear idea of what you want to achieve, what shots you want, where you’re going to send it. These questions should be covered in any video proposal or brief you receive from whatever video production company you are working with.

Click here to see how we can increase your conversions and show you a better way to use video in your eCommerce marketing strategy through our Deliver by Linkeo platform. Feel free to get in touch if you have any questions.

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