4 Things to Consider Before Building Your Video Marketing Strategy
4 Things to Consider Before Building Your Ecommerce Video Marketing Strategy
In today's competitive ecommerce landscape, incorporating video marketing into your strategy is essential for capturing audience attention and driving sales. However, creating effective ecommerce videos requires thoughtful planning and execution. Here are four key considerations to keep in mind before building your ecommerce video marketing strategy.
1. Define Your Goals Clearly
Before producing any video content, it’s important to identify your primary objectives. Are you aiming to increase brand awareness, showcase specific products, or drive conversions? Your goals will guide the style, format, and distribution of your videos. For instance, product demo videos might require a different approach than brand storytelling or customer testimonial videos.
Engaging a reputable Video Production company with expertise in cinematic video production can help align your content with your objectives and ensure your message resonates with your target audience.
2. Understand Your Target Audience
Knowing your audience’s preferences and behaviors is vital to creating videos that connect. Consider demographics, buying habits, and where your customers spend time online. For ecommerce, creating visually compelling and informative product videos often proves effective, especially on social platforms and product pages.
Partnering with a Video Prduction agency that specializes in product video production services will enhance your ability to craft videos that appeal directly to your customers, using cinematic style video production techniques.
3. Choose the Right Type of Video Content
There are various types of videos you can create for ecommerce: product demos, unboxing, how-to guides, customer testimonials, and lifestyle videos, among others. Each serves a different purpose and appeals differently depending on where it will be posted, such as your website, Amazon listings, or social media.
Selecting a best Amazon product video company or a top video production partner experienced in ecommerce video production can ensure you get the right video type tailored to your sales channels.
4. Invest in High-Quality Video Production
Quality matters in ecommerce video marketing because it reflects your brand’s professionalism and builds consumer trust. Stiff, low-quality videos can harm your brand image and reduce conversion rates. Opt for cinematic video production techniques that use high-definition visuals, clear audio, and professional editing to stand out.
Working with a top-tier video production team or a best video company committed to excellence in video production services will guarantee polished content that elevates your ecommerce brand.
Incorporating video into your ecommerce marketing efforts is a proven way to boost engagement and sales. By clearly defining your goals, understanding your audience, selecting the right video types, and investing in quality video production, you can create a compelling ecommerce video marketing strategy that drives real results. Whether you collaborate with a specialized cinematic video production outfit or a skilled top video production agency, making these considerations upfront will set you on the path to success.
Once you’ve established a clear goal, figure out which relevant metrics you should track. Number of video views is a metric that is often used mistakenly as a “success” stand-in (“Look, Ma, a bajilion views!”), but we’ll be the first to tell you there is no “one metric to rule them all” in online video.
Sometimes, your metrics will be cut and dry — how many sales resulted directly from the link in the video? Other times, you will have to measure success more qualitatively — how has sentiment around my brand changed after people view this video? Some really good metrics are likes and comments. People who actually take time to leave you a thoughtful comment are rare.
#2. Who is your audience?
Having a clear goal in mind will help you identify your core audience. Our advice is this: envision your audience as a single person and build an identity around that person. Is it a creative type who values production quality and technique? A businessperson who just wants the bottom line upfront? A teenager with a limited attention span who is looking for a quick laugh? By envisioning your audience, you can put parameters around your video needs and start budgeting time and money for your idea.
We love how Intelligentsia coffee speaks to its coffee connoisseur customers:
#3. How long do you want your video to be?
You’ll need to decide if long-form video (longer than 10 minutes) or short-form (shorter than 10 minutes) is the best way to communicate your creative vision and achieve your goal. While there are no hard and fast rules, there are some best practices you should keep in mind if you’re creating a marketing video. Advertisements should be as short as possible, and no longer than 30 seconds. A campaign video (like a crowdfunding video) should be anywhere from 90 seconds to three minutes long.
We always encourage brands to stop interrupting videos with ads and start creating audience-worthy videos themselves. Long-form branded videos are better at engaging customers on a deeper level than any video advertisement ever could. The Lincoln Motor Company, for instance, has commissioned a number of short films for their #InTheMoment and #HelloAgain campaigns that have captivated Internet viewers beyond their typical consumer base.
#4. What’s your budget?
FYI: the length of your video production is directly tied to how much it will cost to create the video, and should be reflected in your budget.
If you’re filming your own video with your own video production crew — great! When building out your budget, make sure you account for the standard equipment and labor costs, along with things you might not anticipate like insurance and transportation. Plan as much as possible in advance, but be wary that surprise costs always arise, no matter how fine-tuned your inner planner may be.
If you’re hiring someone to create a video for you, you have the option of going with (in order of least to most expensive) an independent creator, a small to midsize agency, or a global agency. Unlike your budget, the price tag may not directly correspond to the quality: your video could be just as great if it’s made by an independent filmmaker as by a professional agency. So how should you choose who to hire? Lucky for you, we already wrote about that.
No matter your budget, your business video has the potential to be original, creative, and fresh. It should never be just another generic brand video.
This is in a new realm and has been growing substantially. We are getting a lot of crowdfunding video production inquiries these days. Launching a product or service or motion picture is becoming easier and easier. I fully suggest hiring the "Crowdfunding Marketing Company" along with your production company and making sure everyone is on the same page in the meeting. This goes a long way when figuring out crowdfunding pre production scripting and concepts.
Once you’ve answered these four brain-bending questions, you should have a great foundation for your biz vid strategy. And if you ever need more help, the Vimeo community is famous for being super helpful with advice and critiques — find these excellent, Vimeo-loving people onFacebook, Twitter, orLinkedIn and join in the convo!
This article was originally published on the Vimeo blog.
