They say a picture is worth a thousand words. So, what worth can we place a video? Many can argue that video could be the new sheriff in town as it has a way of engaging consumers unlike other types of content. Studies show that consumers are more likely to buy a product after watching a video about it. In fact, Hubspot claims that after watching a video, 64% of users are more likely to buy a product online. Additionally, according to Small Biz Trends, companies using video enjoy 41% more web traffic from search than non-users. Below we will discuss the value of video marketing and how you can utilize video marketing to increase sales for your online parts and accessories business.
The Value of Video Marketing for Your E-commerce Store
One of the biggest knee-jerk replies clients have when video marketing is brought up is that “Video is just too expensive and we don’t have the budget for it” and/or “It’s too complicated to do correctly.” Now, with all due respect, that is very far from the truth. There are so many cheap, innovative new ways video can be developed and executed, that there is no longer room for excuses. In fact, there is no longer room to not have a video marketing strategy — it should be mandatory. If a teenage boy or girl knows how to expertly utilize video (for free), have a YouTube following with a handful of subscribers who like, comments and share their content — why can’t well-established brands with a budget (even if small) do the same?
The value of video marketing for your online parts store is that people don’t search the internet like they did 10 years ago. People aren’t shifting through static content anymore, instead, they lean toward engaging content like videos. In a Demand Metric survey, almost 75% of marketers agreed that video is key to driving conversions.
Using video to sell more parts and accessories online daily
Videos are the best way to showcase your brand and products to your potential customers. It helps you stand out amongst the crowd among all the other vendors selling genuine parts and accessories online. It also helps to build an emotional connection with your audience. E-commerce customers want to feel a tangible connection to your products. That’s very difficult to do without video; static images (which are more often than not low-quality renderings of the part or accessory you are selling) simply don’t convey what it’s like to use a specific product. You might be saying, “Well, who would want to see a video on a spark plug.” My answer, “you’d be surprised.” We aren’t saying you need to do videos for every part, either. You need to work smarter, not harder. Accessories would be a great example. Floor mats, roof racks, trailer hitches, side mirrors etc. Consumers are flooding to YouTube on a daily basis scouring for videos that will teach them how to replace broken parts and/or accessories on their vehicles (Did you know that YouTube is the 2nd largest search engine in the world?) They are also looking for reviews and videos on what these products look like before they buy it — especially the higher priced items. Wouldn’t you want to be their resource to answer their questions and help them through the purchase path than one of your competitors?
We had a client who did a quick 15 second video on floor mats which generated over $10,000 in revenue in 3 months. We were able to track the YouTube referral traffic in Google Analytics. This is just one video talking about one accessory that generated $10,000 in revenue. Think about the revenue potential if this strategy were to be extrapolated over many months with various videos.
Videos Reinforce Your SEO Efforts as They Increase Organic Traffic
According to Small Biz Trends, companies using video enjoy 41 percent more web traffic from search than non-users and video drives a whopping 157 percent increase in organic traffic from search engines.
Within minutes of uploading an optimizing one of our clients product YouTube videos, it was showing up on the first page of Google for various keyword searches. How long would it have taken to rank on the first page by simply uploading a photo to your website? Or perhaps a blog post? Video seems to break through the noise very well. Being that Google owns YouTube, it makes complete sense why they would want that content to rank well in SERPS, too. Our clients video was ranking higher than the Amazon and Ebay listings on the first page! It was stood out more prominently than all of the other listings because it had a rich snippet of the YouTube video on the side of the title tag.
Videos increase your brand reach
Multi-channel marketing strategies are crucial in today’s digital micro-moment era. Simply having a website isn’t enough anymore. You need to be where your consumers are. The most successful ecommerce sites sell to their customers wherever they consume content, whether that is through buyable Pins on Pinterest, shoppable Instagram posts, YouTube, Facebook Marketplace or Amazon and eBay. YouTube is another pond of consumers, different than the Amazon pond and the Google pond. Executing a video marketing campaign will not only help ensure your dipping into as many different targeted ponds as possible — it will be doing so in an effective way that resonates with consumers.
Is your brand using video marketing to help drive sales? Let us know how it’s working for you!