Of all the revolutions in modern business, e-commerce has perhaps been the one that has changed the scene the most. Not only have a legion of online-only start-ups sprung up and continued to massive success, but many traditional brick-and-mortar businesses have also set up a dedicated online presence, in many cases surpassing the profitability of their physical stores. Nevertheless, there is one fundamental problem –how on earth do you stand out?
There are many possible answers to this question. Still, most of them seem to revolve around having a good website that not only attracts traffic, but invites people to stay, is user-friendly, and, ultimately, encourages visitors to make a purchase and come back. But while most people know that a good website is necessary, it’s not always so obvious what a “good website” actually means. For one thing, a “good website” varies depending on your business. And the reason for this is that a suitable website needs, above all, to connect with customers. And this all depends upon who those customers are.
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Target Your Market
Therefore, the eternal business advice of targeting your specific market is something that any e-commerce site needs to do. Indeed, this should be reflected in the site’s design, the specific products which are offered, and, more importantly, the type of products highlighted on the site. For example, if you were running a fishing tackle e-commerce site, the homepage should certainly include a link to the most popular fishing tackle products – not the most specialized. This way, e-commerce sites can pull in the largest amounts of customers to the homepage itself. After they are more invested in the site, the more specialized products (i.e., those which set the company apart from competitors) can be discovered.
Video Marketing and Making Things Visual
What the above example illustrates is that making things visual is the way to go. This is not uncommon knowledge, and a whole industry has sprung up devoted to graphic marketing services for e-commerce sites. And video marketing, specifically, is a big part of this. We Make Videos, an appropriately named video production service, maintain that onsite videos are one of the best forms of visual marketing because they catch the eye. Still, they stop it from going somewhere else for the duration of the video.
It is impossible to offer specific advice (that depends on what e-commerce site you have and what you are selling) but here follows some of the most popular forms of video marketing:
Customer Testimonials
The eternal problem of e-commerce is that customers cannot physically inspect the product before purchasing it. However, they can certainly do that after they purchase. Capture positive customer testimonials on video, and this can serve as one of the most convincing video marketing techniques.
Social Media Videos
Attracting traffic means pulling in internet users from elsewhere on the web. And social media is the one place where most of them are to be found. Get some convincing videos on social media to pull in customers to your site.
Product Hype Videos
Product hype videos are not really about showing the product and building trust (go with a customer testimonial). Instead, they are all about dressing up the product and making it appear as attractive as possible. It depends on what you are selling, but for most e-commerce sites, product hype videos can be a winning marketing strategy (especially if they are released before the product itself).
Video marketing is all about the visual dimension, and when it comes to e-commerce sites, this is perhaps the most important thing.
