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[Video Series] The Ultimate Playbook to Video Marketing for Ecommerce

Learn about video marketing for ecommerce. The video series covers the customer journey, effective video types, placement, measuring success, and how to create engaging content.

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Watch Now: Video Marketing for Ecommerce

Video Marketing for Ecommerce - Part 1 | Intro

Jess: 

Hi everyone, I’m Jess from the Customer Success team at Ghost.

Kathleen: And, I’m Kathleen, the Director of Marketing and together, we’re going to be guiding you through this video series, where we’re talking all things video in the world of Ecommerce and how you can use video to stand out from the competition. 

Jess:

Yes, it's no secret that Ecommerce brands that have embraced video as part of their marketing strategy are reaching their audiences in new and creative ways. And audiences are loving it. 

Kathleen:

You’re absolutely right Jess. More shoppers are saying that they want to see more videos from brands and that for them, is the driving force when it comes to making the decision on whether to buy a product. From try-on hauls, get ready with me videos, and more - video is the preferred way to consume content, learn about products, and make important buying decisions. 

Jess:

Exactly. Now, this probably isn’t news to you, but you may be asking yourself, “How do I get started?” Well, you’re in the right place and if I do say so myself, the right hands. Let’s start with the fundamental first step when beginning to develop your video marketing strategy - understanding your customer journey.  This will help you understand where you want to add video, what video content you’ll need, and how you’ll measure its effectiveness. Let’s dive in! 

Kathleen:

Okay, so the customer journey in Ecommerce refers to the steps a potential customer takes from the moment they first become aware of your brand to the point where they make a purchase and (hopefully) become a repeat customer. 

You want to ensure you are displaying the right content at the right time, and that you’re doing so in a way the customers will continue to engage with you. The right content will take them to the next step in their journey. 

These stages are Awareness, Consideration, Acquisition and Loyalty. We’re going to dive into each stage of the customer journey and how you can use video to meet the particular goal for that stage. Feel free to jump ahead in the video series or download our free playbook,  The Ultimate Playbook to Video Marketing for Ecommerce: How to Create Compelling Content for the Customer Journey.

 I'll leave the download link in the description below. Or, if you’re watching this video on our site, click on the embedded link below. 

Jess:

In the meantime, if you already have content you’re itching to make interactive, don’t wait for us! Head over to ghostretail.com to create your free interactive video account. 

See you soon!

Video Marketing for Ecommerce Transcription - Part 2 | Awareness

Kathleen:

And we’re back! If you’re just joining us, hello! I’m Kathleen, Director of Marketing here at Ghost and welcome to our video series on creating compelling video content for your Ecommerce customer journey. 

In our last video, Jess and I talked about how more and more shoppers are requesting video content from brands and how it’s become a key driver of their purchasing decisions. 

But, it’s not just about adding videos anywhere. To maximize the impact of your video content, it’s all about giving your shoppers the right videos at the right time in their customer journey. Which brings us to today and the first stage in the typical customer journey: Awareness

During this stage, your goal is pretty simple - you want as many eyes on your brand and content as possible. 

Your videos here should be geared towards brand discovery and highlighting what you offer - without going in for the hard sell. But don’t worry, we’ll get there! 

During the Awareness stage, your shoppers are trying to solve a problem or fulfil a need. 

And hey, they aren’t just browsing your offering, but are browsing your competitors and similar products. This is exactly why you want to be providing education on your offering and keeping yourself top of mind.

So, where should you be promoting your video content to achieve this? 

Let’s start with perhaps the most obvious - your social channels. If you want to be discovered on social media, the discovery pages on your favorite social platform are the perfect place to start. And keep in mind, you want to use those famous social media algorithms to your advantage.

Next, is your website. You are investing time, energy, and money into creating this content - so don’t let it die by social scroll. Breathe new life into it by repurposing it for your website, starting with your homepage. 

Now, we have the where - but if you want to know what content you should be leveraging for these channels and tips you should consider, be sure to click the link and download our free Playbook to Video Marketing for Ecommerce. 

You can also get a head start in bringing this content to your website by creating your free Ghost interactive video account. Head over to ghostretail.com to get started. 

We’ll see you next time to chat about the next critical stage in the customer journey - Consideration. 

See you soon!

Video Marketing for Ecommerce Transcription - Part 3 | Consideration

Kathleen:

Hey! I’m Kathleen, Director of Marketing at Ghost and welcome back to our video series on creating compelling video content for your Ecommerce customer journey. 

In our last video, we talked about the importance of placing your video content with your customer journey in mind, because if you want to maximize the impact of your video content, it’s all about giving your customers the right videos at the right time. We started with Awareness and how your content is geared towards brand discovery and keeping you top of mind. 

Before we jump into the next stage in the journey, you can find all this information in our downloadable asset , The Ultimate Playbook to Video Marketing for Ecommerce: How to Create Compelling Content for the Customer Journey. I’ll leave the link in the description below. 

Now, let’s move onto the next journey stage: Consideration. At the Consideration stage, your goal is to dig a bit deeper, engaging and educating your audience more specifically about your product.

At this stage, your audience is in the process of making their decision about you. They’re comparing your products to alternatives, checking out your website, watching video reviews and UGC from other customers, and to be honest, they are probably looking for some discounts or promos to sweeten the deal. 

So, at this key point in their journey where they are basically deciding - to buy or not to buy, where should you be reaching out to them with your videos?

Let’s once again start with your social media channels. If you’ve caught the eye of a potential customer, chances are they’ll check out your company’s profile page to learn more about your product. While a static image is a great way to give viewers a high-level overview, a video takes it one step further. 

Next, your website. Now, we’ve talked about your homepage being a great place for video and this holds true in this stage too. An eye-catching video can hook customers in and make sure they don’t bounce from your site!

But that’s not the only page on your website. Add video to category and subcategory pages. Create video collections for each to aid their discovery. The more intentional you can get with these collections, the better. Cultivate your best sellers or new arrivals into their own collections and use the videos to highlight the products in that collection. Even better, make those videos interactive and link directly to the products from within the video. 

The best videos for this? Think along the lines of buying guides, product feature videos, and don’t forget the all important user-generated content. Try-on hauls, reviews, how they styled it - all of these videos are treasure troves for product content that feels authentic and it converts. 

Already have this content? Great! Head to ghostretail.com and create your free account to pull your videos in and start adding video collections to your category pages. 

Until next time! Thanks for watching! 

Video Marketing for Ecommerce Transcription - Part 4 | Acquisition

Jess:

Hey there! Jess here from the Ghost team and I’m back to tell you all the ways you can use video throughout your ecommerce customer journey. 

I feel like Kathleen left you on a bit of a cliff hanger last time. I love the suspense! 

She talked about the ways you can leverage video to help your customers make their buying decisions in the Consideration phase of their journey, but then we jetted off just before the customer was about to do what we knew they would after watching our content - convert. 

Here’s the tea - brands that leverage video marketing see conversion rates that are 6x higher than traditional benchmarks.

So, together let’s enter the Acquisition stage of our customer journey, where your audience moves across the finish line to become your customer. Let’s get into it. 

Before we jump into the next stage in the journey, you can find all this information in our downloadable playbook, The Ultimate Playbook to Video Marketing for Ecommerce: How to Create Compelling Content for the Customer Journey. I’ll leave the link in the description below. 

The ultimate goal here is to, of course, get your audience to convert and purchase a product from your website. At this point, your audience should be feeling informed and confident in their decision, and they should have a clear path to purchase. 

There are two areas of your website where you should put videos geared towards educating and cementing buyer confidence in your products. 

First, your product detail pages or PDPs - of course! What better way to learn about a product or service than through video? With videos, you can showcase product details and explain how to use your product through a richer medium than written descriptions on a web page. Plus, don’t miss out on the opportunity for the cross-sell. Have a video that showcases your product alongside other complimentary products within your store. Perfect! Link to thos and watch AOV climb! 

Second, adding a video to the checkout page can be a powerful way to increase conversion rates and reduce shopping cart abandonment. A video can provide additional information about the product or service being purchased, address any concerns or common questions the customer may have, and showcase the benefits of completing the purchase. 

Ready to see your conversion rates skyrocket? Head over to ghostretail.com to create your free account and get your videos up on your website. 

But, we’re not done! We know the high costs to attain a customer, so let’s make sure we focus on retaining that customer as well. Stay tuned to learn how you can use video to build customer loyalty and turn happy shoppers into brand advocates. 

Video Marketing for Ecommerce - Part 5 | Loyalty

Jess:

Welcome back to our video series on creating compelling video content for your Ecommerce customer journey. Our last few videos have been all about the lead up from using video to build buyer awareness about your brand, to the moment watch the right product video and hit that add to cart button. 

Kathleen:

But, as marketers, we know that getting them to convert is only half the battle. We spend a lot of time and money trying to convert our leads, so we don’t just want them to purchase from us once and then never come back. We want their repeat business. We want to be their go-to when they're in need of a certain product or service. 

In the age where everything we want is virtually a click away and search pages are flooded with competition, we want to ensure our customers keep coming back to us for more - not our competitors. 

Jess:

That’s exactly right. 

When fostering customer loyalty, there are some basic things your customer is looking for. One, they want to be kept up-to-date on special offers, new arrivals, important information, etc. Two, They want to feel like their business is valued and that their opinion matters. 

Kathleen:

Start with your website homepage. Chances are your customers will be coming back to check out the latest releases so you'll want to make it easy for them to find. Better yet, build a collection of videos to keep them engaged and adding to their baskets.

Another thing to keep in mind is that your customer shouldn’t always have to come to you. Meet them where they are. Sending videos through email or SMS is a great way to increase engagement, improve click-through rates, personalize your content, and measure your results. It's a powerful tool to connect directly with your customers without spending money on ads.

Jess:

For content at this stage, try these: 

Behind-the-scenes

Give customers a peak behind the curtain at what goes into the production, design, or planning for your products and brand. Take them on a tour of your warehouse, offices, or photoshoots.

Upkeep and maintenance

Share how-to videos on cleaning different materials or products. This works especially well for high-end or high cost products like luxury handbags or furniture. Not only does this demonstrate the longevity of the product itself, but it also lends to sustainability and the need not to replace a product frequently. 

Loyalty offers

Let existing customers know how they can capitalize on specialty offers and loyalty promotions. This also pulls double duty in letting potential customers see how well you treat your loyal brand fans. 

Solicit feedback

Ask them questions about how their experience was with you and link to a feedback form to get their thoughts on what they love about your and your products, or maybe where there is room to improve. This will help them feel seen and heard. 

And there you have it - how to add video to each stage of the Ecommerce customer journey. 

Amazing, what a journey it's been! I can’t wait to see what you do with video now that you have some of these tips and tricks under your belt! 

So, if you haven’t already, go sign up for your free Ghost interactive video account at ghostretail.com. And remember, you don’t have to go it along. We’re here to help you every step of the way from our curated resources to our hands-on team, so just reach out! 

Happy creating! 

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