We all understand Content Marketing as a technique to create and distribute relevant content to attract, acquire and engage customers for any eCommerce business. In a nutshell it’s all about building an audience that would build your business. For ages we have considered blogging as an important tool. But since last 5 years a lot has changed and content marketing is no longer just limited to blogging. With the increasing mobility of devices and the advancement in internet technologies Videos have become an important medium to gain a competitive advantage. Ebay has successfully increased social engagement by 700% just by storytelling. They have stopped using social Medias to put up updates, and rather they are doing the same by storytelling.
Here are some of the reasons why video is essential to demonstrate your product to customers:
Video pulls in traffic:
Search Engine optimization has always been the most common practice to make your store or items visible when consumers search on internet. Google now days are structuring its search engines to reward online sites that include video. When searched, relevant Videos stand far greater chance to appear on the first page of results than any relevant text page. Many merchants are getting videos made as soon as they introduce new products.
Videos in YouTube:
YouTube being the second largest search engine today, it can serve as a platform to extend your reach to more consumers. Moreover online videos are now accessible through mobiles, tablets and even TVs.
Videos trigger sharing:
Videos attract more eyeballs in Social Medias than static information. They get more likes and comments. Videos tend to be shared more than text based pages. So this can help you connect with a broader spectrum of consumers.
Video simplify activities:
A product demo can save the customers from the effort required to navigate, scroll and click through the website page to read specs and functionalities. Moreover it will more engaging and will captivate the consumers more. It reduces the hassle of reading an entire page until deciding to respond to call to action.
Videos affecting purchase decision:
Since in online stores consumers don’t get the opportunity to touch and feel the product they often hesitate to make the purchase. But a detailed demo of a product can help you gain that confidence from consumers. Videos can create a positive and credible image of the product to customers.
Videos and Customer Loyalty:
Instead of sending text based newsletters Videos can help you grab your customer’s attention successfully. The chances that the recipient will open and check the newsletter is more if it contains a video. Also if it permits you can send personalized videos based on the customer’s geographic location or previously purchased products.
Now your videos can be of several types:
Instructional videos:
These would educate consumers about the features of a particular product which otherwise have to be read from a 40 page manual.
Selection Advice:
Not all your products will be suitable for a particular customer. For example not all lenses would suit a particular DSLR owner. So a video on what type of lens is meant for what, can give a very clear impression of which lens would be the best for a customer, based on whether he likes to click human portraits, insects or might be even landscapes.
Aftersales Advice:
These videos can guide your customers how to take care of the products they have bought from you or they are planning to buy. A particular video for example can demonstrate how to carefully clean a detachable lens of a DSLR.
