Using videos as part of your eShop’s marketing strategy is easy… Using them effectively? Well, that’s a whole other story!

Most business owners – and some marketers – love to follow their instincts and react to their audience’s moves to “guide” their video marketing strategies. And while there is some value in going with your gut, it can also lead to big mistakes

When it comes to video marketing, it’s also a perfect way to waste a lot of time, money, and effort.

Using marketing videos effectively requires meaning – a strategy that accounts for how your eShop functions, and cleverly implements useful and interesting pieces that resonate with the audience you are appealing to.

In this article, we’ll talk a bit about how to do just that with a focus on explainer videos, and how to use them in ways that help bring conversions and build up an audience.

explainer videos

Video Content & eShop Conversions – Define Your Goals

When it comes to generating conversions, you need something more than simply catching the viewer’s attention – although that’s certainly a big part of it!

Your goal here should be to have your audience watch your piece and take action. That means that when people log into your platform, they should end up doing what you want them to…purchasing, subscribing, etc.

So, probably the single most important thing you should work on is to have a clear idea of the approach you need to take to accomplish that goal. That is, the type of videos you’ll use to achieve it.

Some businesses go for informal, charming videos that entertain and educate their audience. Others prefer to portray an air of professionalism and matter-of-factness with their pieces. Regardless of the specifics, just know that your types of content should adapt to the audience you are after, as well as the particular actions you want them to take.

Once that’s taken care of, you can start planning your eShop’s videos from a more grounded starting point. One where your content stays coherent and the audience gets more comfortable with the message you are trying to get across.

e-commerce define goals

Showcasing Brand Values and Building Confidence

This goes without saying, but the relationship you build with your customers can make or break their disposition for converting. Improve your content so that it speaks to them, not only to let them know your product can help but that they can trust it (and you) as well!

Sometimes, you need to get a clear message across that your product is just what they are looking for. Other times, your products quality speaks for itself, and increases conversions isn’t so much about convincing your audiences about it, but getting them on board of what your company represents.

Fortunately, there are a couple of marketing videos that can help you achieve those goals!

Testimonial videos

These videos are one of the most powerful pieces you can have to showcase your product’s value. Let’s face it; you are biased! So, whatever great thing you can say about your products – however true – will be taken with a grain of salt!

Testimonials give you a perfect platform to bypass that problem.

By taking real, satisfied customers and giving them a platform to share their experiences on, you can have the potential of putting yourself in their shoes – Making it far more likely that they’ll convert.

Company Story Videos

Company story videos aren’t so much about the products themselves, but about your organization and the people who work hard behind the scenes. They are intended to showcase your core values and the principles that motivate your organization.

In order to help your conversions rates, your company story videos should be unique and reflect your company’s originality. They should also be genuine and honestly convey to viewers why you do what you do, inviting them to become a part of the family.

Effectively Communicating a Product’s Features 

Put yourself in your potential customers’ shoes. Say you have a problem you want to solve and find a store that might be selling just the thing. Might. Would you buy something if you aren’t sure that it can help?

Unsurprisingly, clearly conveying how your product works and how it can benefit people is one of the best ways you have to get them to convert. Doubly so in an online environment; where mistakes abound and people can’t interact with a product upfront.

Here are the best types of videos to help you do so flawlessly.

Product Videos

We all know them and love them; product videos are as old as video marketing is. And while they have changed a lot, their core recipe is still the same: Showcase a product’s qualities and benefits.

That said, there are a few things you can tweak to help your product videos convert more effectively. Focus on being instructional, and make sure that even someone who has no prior knowledge of the thing walks away understanding everything. Also, do so in context – that is, if you are showing your product in action, do it in a plausible setting that the viewer can identify with.

Explainer Videos

The sweethearts of most skilled video marketing companies, this style of video is widely used for one main reason: its effectiveness.

Explainers use the power of storytelling – and eye-catching visuals – to construct a narrative that lets you: Introduce a problem, your solution, and the benefits that make it better than the competitions’. 

That combination makes explainers ideal, not only to increase conversions but to bring more awareness to your brand and product.

Dealing with Consumers Concerns

A common digital marketing objective, especially when the conversion you are looking for, is a sale.

Sometimes you do a great job of communicating how your product can help and why it’s better than the alternatives. And yet, some customers will remain with apprehensions about committing to a purchase.

This is to be expected, particularly in online businesses. Users can interact directly with the product, so they need additional assurances to help them take the leap!

Here are a couple of types of videos that can help you with that.

FAQ’s Videos

FAQs are all about anticipating – and assuaging – potential customers’ concerns, even before they arise.

The format is pretty straightforward: have your personalized video delivering a list of questions and answers in interesting ways. However, the key to effective FAQs that help you convert isn’t so much in their presentation, as it is in their content!

Select the questions to be tackled carefully! As with other marketing videos, the shorter, the better. So, you should prioritize the most critical questions that might be keeping people from taking the plunge to get the most out of your video.

Educational Videos

Educational content is primarily awareness. In theory, by having more people find out about your brand and products, your conversion numbers will inevitably go up.

In practice, however, it takes a bit more than that.

Educational videos call for you to research and identify topics your audience will be looking for. Ideally, things that people are searching for as they try to solve their pain point – The same pain point your product solves. 

Also, you need to have a clear and effective call to action at the end of your educational content, directing people to convert (subscribe, visit a site, etc.)

Summing Up

As mentioned at the beginning, the right video marketing strategy can boost conversion rates. However, “right” in this context means having effective videos that fit your marketing goals.

Take your time and define your conversion optimization. It’s not the same to convince someone to subscribe to a website to receive offers as it is to convince someone to buy your product. 

Adapt your videos to the type of conversion you are after, and make customized pieces that resonate with them. THAT is the best way to start converting more prospects through video.

Bio Victor Blasco:
Victor Blasco is an audiovisual designer, video marketing expert, and founder/CEO of the explainer video company Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi.