On their own, video and eCommerce can be very powerful marketing tools for your local business.
eCommerce is ideally situated in the ‘purchase’ stage of the customer journey because it allows you to feature products and facilitate conversions…All while reaching a wider audience and improving your brand awareness.
Meanwhile video advertising is ideal in the ‘awareness’ and ‘consideration’ stages of the customer journey and is so effective because it represents an interactive way to present information visually. With video advertising you can capture the viewers attention, engage them in visual and emotional storytelling about your business, and ultimately persuade them to take a desired action through your compelling content.
To learn more about the importance of understanding the customer journey click here.
What is the potential in bringing the power of video and eCommerce together?
Video and eCommerce can indeed be fully integrated, allowing you to directly promote your products from your online store within video advertising on platforms like You Tube and Facebook. Through the use of product tags, clickable links, or a shopping tab that takes viewers to a landing page, product page, or online store; you can effectively drive traffic and sales from your videos.
Integrated video and ecommerce in the form of shoppable video can be very effective at driving sales as they allow viewers to seamlessly transition from watching a product to purchasing without leaving the video. This integrated experience creates a smooth buying experience and significantly increases purchase intent compared to traditional video content.
Here are some tips on how to integrate eCommerce and video advertising:
- Create Product-Focused Video Advertising: Showcase your products in action, highlight their features, and include clear calls-to-action (CTAs) that link directly to the product page on your website.
- Use Shoppable Video Features: Platforms including Facebook and Instagram offer “shoppable video” features where viewers can click on specific items within a video to purchase them directly.
- Target Specific Audiences: Leverage audience re-targeting to show your ads to people who have already interacted with your website or expressed interest in similar products (via search).
Some best practices for incorporating shoppable videos into your marketing mix include:
- Make it easy for customers to purchase directly from your video by adding add-to-cart buttons.
- Limiting the number of products featured in each video avoids customer confusion and helps them to retain more information about the few featured products.
- Use engaging footage to provide product demonstrations to show how and why customers should use your products.
- Be creative and entertain your customers so they remain engaged and convert to becoming a customer.
In summary, integrating video and ecommerce within your marketing mix can be effective. Some of the benefits include increasing brand awareness, improved customer engagement, higher conversion rates, and standing out from your competition.
Interested in learning more? Sentinel Solutions are expert in incorporating video and ecommerce into your marketing mix and optimizing your marketing return on investment.
Give us a call if we can help at 603-352-5896 or e-mail to Advertising@SentinelDigitalSolutions.com. We’re here to help you succeed.
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