Creating videos to increase ecommerce sales has become a common practice among the ecommerce industry with the emergence of YouTube. With the launch of Google Instant, which provides real time search results as the user types, products accompanied by video marketing saw an increase in clicks by 28 percent, as stated by a panelist during the 2010 Search Marketing Expo East Conference. As web users’ attention spans change and become more visual, a two-minute web video becomes a preferable option, rather than text-based web pages. Here are a few ideas on how to produce and shoot videos for your ecommerce site.
1. A motivation to take action is the goal of every search engine optimization (SEO) strategy. Including a persuasive goal-oriented message at the end of each video, helps encourages consumers to take action. Whether it’s to take advantage of a promotion, visit a website, or call a toll-free number, suggesting any kind of action that leads to your business is an important goal in web videos.
2. High-definition, wide format videos are the latest in technology. Grainy videos are no longer the norm. To shoot in HD format, some formatting tips include shooting with a 16:9 aspect ratio, MP4 format with .H264 compression, MP3 or AAC compression, and the standard 30 frames per second. Videos should be 2 minutes or less to attract and keep the viewers’ attention.
3. Potential keywords can be found at YouTube’s search box. As Google now owns YouTube, suggestions from the video site are extremely helpful. Search YouTube afterwards with these intended keyword phrases to see what your competition is.
4. For the best SEO results, important keywords should be placed in titles, descriptions, and tags. Make it as compelling and engaging as possible to encourage users to select your video among all other options available on the web. YouTube allows 65 characters for titles, which means titles should be kept within this limit to avoid being cut off.
5. Just as with other business ventures, do a quick search to find out who your competitors are. This can be done by researching the analytics of videos similar to your products and services. Additionally, this can help you with keywords for your own video. Don’t forget to check your own video’s analytics, which will provide you with insight on how to increase viewership. Third-party tools are also available if YouTube’s features are not sufficient.
Ecommerce is similar to any business where owners need to keep up with the latest trends and technology to avoid being left behind. With video marketing, consumers are offered a more visually stimulating medium of advertising.
