If there is one thing that attracts people on this planet is captivating visuals. As humans, we are blessed with a brain that can see and differentiate between colors, actions, and emotions.
As humans, we have the tendency to stand apart from other beings in recognizing what is interesting and what is not. And that's the reason why we are called social beings.
With evolution, the art of storytelling was born. People listen to you when you tell them something interesting, and this was eventually seen as a medium to communicate with customers.
Brands believe that each of them has a story of their own, and putting it forward to their customers the right way can make them bond better with them.
The art of storytelling also evolved over time, and the current fetish is in videos—the better and interesting the video, the better the bond. Brands believe in attracting their customers through studio-like visuals that generally interest a larger crowd.
While making videos is one part of it, marketing is the other bigger side that one has to explore thoroughly. Today in this blog, we will see how you can ace your video marketing strategy.

What is Video Marketing?

---

Video marketing is the art of creating awareness and engagement to drive sales. Video marketing is one of the most important digital marketing factors and is crucial for any business. Video marketing and content marketing go hand in hand.
While it was a costly affair, in the beginning, it was not until late in 2015 or so that it became accessible to many small businesses. The rise of many simple video-making tools has made it so easier for many brands to incorporate video marketing in their business growth strategy.
As mentioned previously, while in the past, creating stunning and studio-like videos was not a cup of tea for many, it is now possible with the help of various affordable tools.
Brands have seen the effect of impactful videos on their customers, and their creative minds are always at work to bring more such visuals to their customers that can bring in more customers for them.
Video marketing is the future of effective digital marketing and can also be called the base for digital marketing. It sure is why there is no need for any marketing because with no video content.
Traditional marketing is still a thing, but the methods available now are not feasible for many small brands. In this case, video marketing takes the upper hand as digital marketing by itself focuses on a holistic approach that is affordable to all.
Here are some simple stats to help one understand why video marketing is necessary for any business.

• As per Hubspot's research, 78% of people watch videos online every week, while 54% of the population watches videos every single day!
• 6 out of 10 people prefer watching videos over television, as per Google's reports.
• Across the globe, it is around 1 billion and more hours that people put in to watch videos on the YouTube platform, according to YouTube.
• Around 50% of users prefer watching videos about a product or service before deciding to buy them.
• According to Unbounce, having a video on your landing page can boost around 80% of your conversion rate.

These stats are just a handful to prove how important is video marketing for any business.

Related : How to Promote Your Ecommerce Store Using Video Marketing?

Tips to Excel at your Ecommerce Video Marketing Strategy

---

The three main goals of any video marketing strategy should be awareness, consideration, and conversion. The whole aim of making any brand-related video is that you want customers to come back for more. It can either be for the brand itself or the product that you are targeting through your video.
The first thing to do in a video marketing campaign, any campaign for that matter, is to set goals. Here are some questions you should ask yourself before stepping into it.

• What is the campaign for?
• Who are you targeting?
• What results are you aiming for?

Answering these simple questions can help you create an effective video marketing strategy. Here some tried and tested tips to excel at your eCommerce video marketing strategy.

Related : How To Excel At SEO for eCommerce Product Pages?

Basic Goals of a Video Marketing Strategy

---

You can have diverse goals when it comes to video marketing, but the whole of it can be condensed into three main goals, namely, awareness, consideration, and conversion.
If you are planning to create awareness videos, be sure of having an increased engagement. If you already have a customer base and want to improve your relationship with them, you must target videos that will consider buying your product or service.
Lastly, make conversion videos that are impactful enough to make someone consider buying your product after they watch the video.

1. Define Your Audience

This is one of the most important steps in crafting an effective video marketing strategy. In the end, it is the group that you target that will bring in more sales for you. Knowing who you are marketing for is the most important aspect of this entire process.
By defining your target audience, you are making the entire process easier for you will know:

• What content to create?
• How to create?
• How to market?

The ideal way of doing this is by creating a persona. For this, you need to answer who is your potential target audience. Without knowing your audience type, you would be moving in the wrong direction while creating strategies. This is because it is only after knowing your audience's pulse that you can reach out to them effectively.

2. Create an Audience Persona

In the previous point, we saw why it is important to define your target audience. Now we will see how to create a persona for your target audience. In simple words, these are the factors to consider when you create your probable potential audience:

• Name
• Age
• Gender
• Interests
• Location
• Mode of social media interaction

These points will help you determine how your target looks and what better steps you can take in reaching out to them.
By knowing what channel of social media, they prefer, you can create content accordingly that is more suited to that particular mode of social media.
For example, if it is YouTube, you can concentrate more on making impactful videos, and if it is Instagram, you can play around with IGTV, reels, and stories.
Having said that, a brand cannot just make one persona. It has to be multiple depending on what group is attracted to what kind of content. Also, since the market is every dynamic, this has to be revisited once in a while.

3. Plan Your Approach Before You Execute It

Jumping into execution is like driving without a seatbelt. So, plan well before you decide on a particular video marketing strategy.
For example, you can research and select what video editing tool best works for your mode of content. Ideating and crafting content and social media calendar are also one of the best ways to stay ahead and be on track.
Using to-do applications or other scheduling apps also helps you manage your work properly. Also, remember to list down all your goals to keep revisiting them once in a while just to make sure you're on track.

4. Decide Your Storytelling Style

Like mentioned before, the need for video content came up with the art of storytelling. Your video should define how you want your audience to see your brand and the product. This varies from brand to brand.
While some keep it extremely friendly and informal, others prefer it to be to the point and formal. Your video's tone can have a great impact on your audience as it tells them what and how your brand is.
Here are four major elements of a great video:

• Character
• Quest
• Conflict
• Resolution

Your video should take people on a journey. It should clearly portray what they want their viewers to do after they watch the video.
Emotions are a major part of it. Harness the power of positive storytelling to attract more customers. Appealing visuals and convincing voice and music are also elements that play a major role in creating an impactful video.

5. Create a Feasible and Sensible Budget

Many brands think that all they have to do is put in lots of money in video-making. The truth is, it all depends on your audience.
Never overestimate your budget and exhaust your treasure box for a persona that does not buy costly videos.
For example, suppose your target audience is GenZ. In that case, you don't have to invest much in studio-like videos, for they expect realistic videos on regular social media platforms like YouTube, Instagram, Facebook, and so on.
On the other hand, if you are targeting the luxury class, you need to spend and invest in commercial ads and in collaborating with influencers.
It is important to remember these points for video marketing if you are deciding to do it with an influencer:

• Are they from the same industry?
• How is their reputation on social media?
• How much will she/he cost for a shoutout?
• Do they resonate well with your brand?
• Are they fair and genuine?

These will help you pick the right influencer for your video and also in the right budget. When it comes to video marketing, it is very important to choose the right person to collaborate with as they take forward your brand to a vast audience.

6. Optimize Your Videos for Various Channels

One crucial part of video marketing is optimization. Video optimization involves a lot of things. Before you post your video on any channel, be it YouTube, Instagram, Facebook, or any other, you need to check on a few things. Here are some tips to optimize your videos for various social media channels:

7. Track Your Analytics

This will help you understand what kind of content is performing the best and which one has the least engagement. These stats will help you in curating the right kind of video for your channel.

8. Track The Aspect Ratio

The aspect ratio is very important when it comes to posting videos. Choose the right aspect ratio as it differs for various channels. In general, a 16:9 ratio with 1920 by 1080 pixels works just fine.
While this is a standard aspect ratio, not all platforms support this. For example, the Instagram wall has a square ratio.

9. Be Creative

If you are able to capture your viewers' attention in the first 15 seconds, then the chances of you making them watch the entire video are high. It's all about bringing out the best of your creative juices.
As per Markinblog, some statistics state, 83% of video marketers say that videos have helped them generate more revenue through leads. Around 74% of consumers get convinced about downloading an app or software after watching a video about it.
The potential for video making is incomparable and is one of the most revenue-generating methods in marketing. When you show your customers videos about your product and how to use them, they get more convinced in buying it.
Videos make a huge impact in decision-making for buying a product or a service. When a customer is convinced that your product can serve them better, then the chances they spread the word about your product are high.
This is one of the best and most rewarding things about video marketing. By just making one detailed video on your brand or product, you are pitching it directly or indirectly to a vast customer base.

Ecommerce Video Marketing Trends

---

If you have an eCommerce business, then you must know these video marketing trends to keep up with the market competition.
To keep up with the growing consumers, brands are bound to make video marketing a part of their marketing strategy. Here are some eye-opening marketing trends that you should be aware of in 2021.

1. Live Streaming

This particular trend is gaining popularity across various platforms. They will, over time, evolve in becoming the best ways of persuading a consumer. It gives out an in-depth insight to consumers helping in more engagement. It will separate you in a unique way from other brands. Live streaming will improve your direct engagement.

2. Shorter Videos

With reels and TikTok, the world of videos has shown how creative people can get in short videos. Short videos are the current trend for people who have short attention spans, and the better you can show your content in such a short span, the better will be your audience engagement.

3. Educational and Training Videos

With so many educational institutions going online and also many companies welcoming a new work culture called work-from-home, it has become very important to understand the need for various self-learning content.
Millennials are exploring the online space left, right, and center to grab as much knowledge as possible. In 2021 the e-learning market will see a spike.

4. AR Video Content

Augmented Reality and Artificial Intelligence are going to become the most talked-about topics. As per Statista, the AR and VR market is said to hit $72.8 billion by 2024.
Many brands like IKEA have already implemented VR in their video content to give their consumers a different shopping experience, and it is getting more popular.

5. Virtual Events

Another major video marketing trend in 2021 will be virtual events. With people adapting to new normal, brands don't want their consumers to give up on any in-person experience, even if it is an event.
While traditionally, events are conducted to give better shopping experiences and insights to consumers, brands are getting more creative to give their consumers the same experience through virtual events. This trend is expected to gain great momentum in 2021 and beyond.

Best Ecommerce Video Marketing Tools

---

It is the age of comfort and ease. People don't want complicated applications to work on. Research says that 85% of businesses prefer using video marketing as one of the prime marketing methods.
Simple and easy-to-use tools are what every marketer prefers. The main reason being, not everyone is a professional video maker. Also, not all brands can afford studio-like videos. The recent change in the business practices due to economic shift and new normal has seen a plethora of new businesses budding. Most of them being small businesses. For such people, cost and ease of creation are of prime importance.
To help such businesses flourish, many developers have come up with simple eCommerce video marketing tools. Here are some of the most important video marketing tools that every marketer should know in 2021.

VidIQ

If you are looking to make the most of YouTube marketing, this tool is the best one for you. As per many stats, people spend most of their time in random scrolling as well, and the pressure to keep the chances of your videos popping up on their suggestions feed is more.
This tool will exactly help you in doing that. This tool helps you boost your organic reach, identify popular keywords, email alerts for trending topics, YouTube channel audit, thumbnail generation, and much more.

• Cost - There is a free plan for beginners. But you can also explore the pro plan, boost plan, and a combination of both that costs $7.50, $39, and $415 per month, respectively.
• Pros - You will get to access real-time data, easy to use, decent pricing plan, and have a great customer support team to address your queries.
• Cons - It is not multiple-user friendly, and so only one user can use it with a login.

Agorapulse

This tool is once again a great video marketing tool. It is primarily for social media management, where you can use this tool to pep up your video content too. This tool can help you schedule posts, find your target audience, and engage with your followers the right way.
This tool is Instagram, LinkedIn, Twitter, YouTube, and Facebook friendly. You can also manage your comments and track followers' interactions with Agropulse. The best part of this tool is that you can make their inbox assistant's best to cut down repetitive tasks like labeling, deletion, and others.

• Cost - There is a free trial for beginners, and there are multiple plans available that also include an enterprise plan.
• Pros - It is beginner-friendly, has a Chrome extension, and has mobile applications as well. You can have detailed reports on your performance via CSV and PPT, which can help you have a better insight into your performance.
• Cons - Many might at times face loading issues on their mobile applications.

Animoto

This cool tool is super flexible and can be used by vloggers, marketers, and anyone else who wants to make videos. This video marketing tool helps you create professional and studio-like videos and pushes you to achieve more and better, focusing on your growth.
They have a solid number of templates that you can use to create your portfolio or showcase your work through a video. You also have an option to add your personal logo as a watermark to make it more professional and reputable.

TubeBuddy

This video marketing tool, once set up, can directly integrate into your YouTube channel to help you channelize and manage your marketing activities. The best part of this tool is video SEO. You can run contests for promotion through this tool.
This is considered an all-in-one video marketing tool that has got everything covered for you, right from research to optimization to publishing and marketing. With TubeBuddy, schedule posts easily, do A/B testing, keyword research, competitor analysis, and much more.
As a cherry on top, you have all your social media platforms monitored, including Pinterest, Reddit, and Twitter.

• Cost - It is one of the most affordable tools when compared to others, and the paid version starts at $9 per month and goes up to $49 per month for higher plans.
• Pros - It is supported by various browsers like Chrome, Firefox, Opera, Microsoft Edge, and Safari. It is super affordable and has a great customer support team.
• Cons - To access multiple channels, you need to have multiple accounts with TubeBuddy.

Vidyard

This is one of the best video marketing tools that you can explore for your business. This is specially designed for business more than for leisure or other non-business needs. With this tool, you can advocate employee training, lead generation, and corporate communications.
This tool's built-in analytics feature will help you gauge how good your video is for marketing. One of this tool's prime features is that it has to host capabilities that will enable it to share all the created videos directly to your social media platforms.
Its integration with other tools like SalesForce or Hubspot is a major plus. With this, you will be able to keep track of various aspects, including leads.

Video Marketing Blaster

As fancy as it sounds, this is an amazing tool to explore for video marketing.
The most talked-about feature of this tool is that you can aim to rank on the top without backlinks and know any ecommerce SEO tactics. This tool works as an autopilot of SEO for you. You need to have no prior experience in knowing Ecommerce SEO.
This tool helps you find the best buyer keywords and generate high-quality and optimized tags, descriptions, and titles. This tool is said to drive 100% traffic from Google and YouTube.

• Cost - The tool costs $27 as a one-time payment and is not charged monthly.
• Pros - This tool can help you actively analyze your competitors and find their weak points.
• Cons - It is limited to only Windows, which makes it not so accessible by others. Also, one has to research well and get the original tool, for there are so many other unauthorized versions available on the internet.

These are some of the best and easy-to-use video marketing tools that anyone from beginners level to a pro-level can use to ace their video marketing on social media and other platforms.

Related : Benefits of Using Social Media Marketing Tools for Ecommerce

Ecommerce Video Marketing FAQs

---

1. What is Video Marketing?

Video marketing is all about how you take a message about your business to your customers through videos.
Visuals are the most captivating things, and one can easily charm their customers through the art of best video making. When you deliver an impactful message about your brand to a target audience, it is called video marketing.
It is a way to showcase what your brand is like and to promote your products. You can personify your business through videos, and by effectively marketing it, you are welcoming many new customers to explore your products and eventually become your customers.

2. Why Is Video Marketing Important for My Business?

Monetarily speaking, video marketing is a $135 billion industry. While it does sound overwhelming, it is pretty easy to enter into this industry.
As per Optinmonster, brands that use video marketing earn 66% more qualified leads per year. Thanks to video marketing, many brands say they have landed new customers because of that. As per Cisco, in 2020, 82% of the web traffic was for videos.
All these only prove how important is video marketing for any business.
Through videos, you can harness the art of storytelling and uplift your brand. Through videos, you can convince your customers why they should choose you over the others. Also, video marketing is important because more than 60% of consumers make a buying decision only after seeing related videos.
Through video marketing, you can assure your consumers that they can get the best.

3. What Is the Future of Video Marketing?

The world of technology is ever-dynamic, and so is the world of IoT. With a rising population, the demand for things is skyrocketing drastically.
While there were so many things that consisted of traditional marketing methods, brands are slowly moving to a holistic and full-fledged digital marketing approach to reach out to their customers across the planet's lengths and breaths.
With innovation, technology is playing a major role in video marketing, and the future for it seems to be bright. AI, customization, and deep analytics will all be playing a robust role in the future of video marketing.

4. Why Are Short Videos More Effective?

There are many faces to video marketing. Brands often fail to understand the essence and the impact of short videos. While the long video is an amazing choice for YouTube, short and crisp videos work better when it comes to marketing them on social media.
Social media time and again proves that consumers have a very short attention span. Many platforms, too, are adapting to this. Instagram, for instance, had launched reels that work best for short videos.
In simple words, when taken effectively, short videos make a huge impact and are also a method to instill curiosity in your viewers.

5. How Can I Curate a Successful Video Marketing Strategy?

A successful video marketing strategy lies in the essence of planning. The first step to this is defining your audience. Find your target audience and study them. Create a persona to understand them better. This will help you curate videos as per their interest.
Understanding how videos and video marketing works on various platforms is also an important step to consider. Research. Research. Research. Creativity and wit are two essential ingredients in drafting a compelling video marketing strategy to attract more customers.
The era of marketing is expected to take leaps and bounds to adapt to the ever-changing business environment. Video marketing is easier said than done, and a brand has to dig in deeper in this regard to bring out the best possible ways to market their product in the most creative manner.
There is no surprise even to consider if, at one point in the future, the whole of internet marketing will become nothing but only video marketing.
Get in touch with us if you have more queries related to ecommerce marketing and SEO.