As the owner of an e-commerce business, one of the hardest things you will have to do is come up with new and interesting ways to get people to visit your website. Sponsored advertising is a big part of how this traffic is brought in, but if you’re a new business owner or entrepreneur and you’re willing to put in some time and creativity, video editing and marketing can help you reach a number of your marketing goals.
In 2018, video marketing became (without a doubt) the best way to bring new people to your e-commerce store and get more traffic. When you see a video in a post on social media, you probably click the “play” button, right? That’s because video is interesting, easy to watch (or consume as content), and, in most cases, fun, informative, and entertaining.
In this article, our marketing team gives you some tips and facts about how to use video marketing to increase sales and attract new customers, as well as a quick review of low-cost methods and software that you can use to make stunning, professional videos at home. We will also talk about how you can use and re-use evergreen video content to help your business grow in many different ways.
With some patience and creativity, you can do your own video marketing campaigns and get great results. Video advertising and promotion doesn’t have to cost a lot of money to be effective, and it’s one of the best marketing tools you can use to grow your e-commerce business.
When retailers use creative video advertising strategies on some social media platforms, the results can be very good. Instagram is one of the best social media sites for retail and marketing videos, and more than 800 million people use it every month.
Just focus on the lifestyle niche of your product or the group’s culture and needs that your product meets. If you have an Instagram Business account, you can add stickers and other call-to-action items to your video to do things like:
- Getting more people to visit your online store
- Persuasive selling of products that are popular right now
- Encourage people to sign up for your direct email marketing list.
- Tell shoppers about special deals, sales, and promotions
According to a recent report by eMarketer, 71% of businesses are using Instagram to promote sales and grow their brands right now. In 2018, advertisers on Instagram made a clear change and put up more video ads, which now make up 25% of all sponsored ads on the social network.
Pinterest is a great place to promote e-commerce products, but many people don’t know how to reuse their marketing videos on the social network to reach the millions of shoppers who use Pinterest every day to look for things to buy.
You can’t make your own videos in the Pinterest app, but you can “pin” videos from anywhere else to a board on your business Pinterest account. Once you “pin” a video that is hosted somewhere like YouTube, Vimeo, or your business website, the video will upload with a play button so that viewers can watch it using Pinterest’s built-in video feature.
Even though it’s “a piece of cake” to make video pins on Pinterest, many businesses still don’t use this type of content on the social network. That’s good news for e-commerce business owners who are building a big library of interesting and engaging product videos. It will help your business stand out and get noticed on the world’s largest consumer shopping network.
Make sure to install the Pinterest browser tool so that you can quickly pin any video from your collection (hosted on your business domain or video channels). And if you want your marketing to be really effective, add a cover image to your video pins that says “press play!” ” to help you tell your video pins apart from other posts with static images.
Don’t forget that “stories” on social media sites like Instagram and Facebook can help you tell your brand’s story. Adding a new video story to your profile every week is a great way to keep people interested and coming back to learn more about the products you sell.
Be what you’re selling. Don’t be afraid to talk to your customers in person.
Plan for your video production by making an outline
Staring at your computer screen, trying to figure out what to make as a product or promotional video? The first step is to make a short outline for each video. Once you know how many videos you need to make, what you want to talk about or what your main message is, and what products you want to show off, making videos becomes more fun (and less work).
Start by making a list of your most important business goals. The three most important things for most online stores are:
- Find new customers and send them to your store.
- Get customers to sign up for or subscribe to special offers.
- During a promotion or discount incentive event, get more sales.
Next, make a list of the products or websites you want to advertise in your video. If a business owner has never made their own videos before, we suggest they start by making one video for each of the three goals above.
What traits or main points should each type of video have?
What makes your store unique?
What needs does your store (and the things you sell) fill in terms of lifestyle?
2. Subscriber Enrollment
Why do people want to join your “club” or group?
What long-term benefits will customers get if they sign up for your email marketing?
3. Buying a Product
Why is this item popular?
How hard would it be to find this product in stores? Make things scarce.
How do your prices compare to those of “Big Box” stores or other online stores? How much money can a customer save by shopping at your store?
Now that you know what each of your first three videos is about and have made an outline, it’s time to think about the hardware and software you’ll need to make a professional-quality video at home. We’ll give you some tips and some cheap but important tools to help you get started.
Tools that every e-commerce marketer needs to make their own videos
There are a few low-cost tools that make it easier for small business owners to make good marketing videos. You should know that your smartphone can make great videos, so you can cross off the high-tech video camera from your list. You won’t need it.
The tripod and rig
As we’ve already said, most small business video marketing is done with a smartphone and some accessories made for mobile devices. You will need to find a mobile rig (one that is easy to use while moving) and a stationary rig or tripod for your video productions. On Amazon, you can buy these in kits for as little as $30.
Check out different models of professional gimbals and stabilizers if you plan to do a lot of video marketing and want the “latest and greatest” tools to help you make great videos. Some of these rigs use facial tracking to move the camera when you move, keeping the speaker in focus at all times (even during action shots).
Lights and music
Almost any budget rig you buy can have lighting kits or lamps added to it. Some rigs even come with extra lighting kits and a microphone with a scrubber or filter to improve the sound quality of your recordings.
Background for product photos or portable booth
Most drop shipping business owners download pictures of the products from AliExpress vendors, but some choose to take their own pictures, especially of more expensive items. When doing advanced photo editing, you need to start with a clean background and a well-lit shot of the product. This is where the portable product photo booth comes in handy.
You might have to try a few video editors before you find one you like. Use video lessons to teach yourself.
Software for editing videos
One of the biggest changes in the last five years is how easy it has become for the average consumer to get and use video editing software. When you’re marketing your e-commerce store and drop-shipping products, you need video software that lets you start making videos right away, without having to take an online course to learn how to use advanced video editing tools.
HitFilm Express 9 has an easy-to-use dashboard that lets people who have never made a video before get started quickly. It also has 2D and 3D effects, speed controls (slow mo), and tools for editing audio. The basic version of this software is free, and you can buy a starter pack with more editing templates for $9.99.
You might want to add stock video to your own videos to make your marketing pieces more interesting and personal. The problem is that video stock is very expensive. A 15–25 second clip starts at about $50. Magisto is one of our favorite software options. It has an easy-to-use dashboard for editing videos, royalty-free licensed audio and music, and a video clip library with more than 2 million clips.
We think that Magisto’s monthly fee of $69.00 is well worth it when you think about all the free photos, videos, and music that are available. There are also some great filters and theme templates that can be used to promote products.
Plan ahead, get creative, and start making videos that will always be useful for growing your drop shipping business. And don’t forget that videos are the best kind of sponsored or pay-per-click ads because they get the most people interested. Distribute your videos and put them to work to bring in new customers and make more sales.
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