With new e-commerce stores springing up around the internet every other day, the competition is getting more fierce than ever. The challenge is to not only attract customers but be able to make them repeat purchases from the store. With this in mind, all the e-commerce companies are utilizing every possible way to gain shoppers. Every day, a new marketing scheme is adopted so that the store can highlight itself among a sea of competitors. 

Different media is brought into effective action such as audio excerpts or photos on social media. However, one medium that has been at the forefront as a marketing tool in the current year seems to be video advertising. 

There are a few tips and tricks that any e-commerce store can adopt to captivate the attention of customers by using videos. We will explore some of these tricks in this post.

1. Add Different Kinds of Videos to your Lead Capture Page

Only using one kind of video on the landing page is not enough to captivate the attention of the viewer. Testimonials through videos are an effective form of communication as they show that your product is tried and tested. 

Although the testimonials might work as a review many times, the product’s technical information can be missing from it. Therefore, it is essential to have tutorials on your product page that can show the customers how to effectively use it. 

Along with tutorials, it is also helpful to have videos that highlight the main features of the product. For example, if the store sells hair pieces, it would be a good addition to have a video that shows multiple ways in which the hair pieces can be donned.

2. Use Videos That Strike a Connection

The advantage that videos have over pictures is that they can contain more information and use transitions to make the information more digestible. – Brad Anderson, Founder of Fruition

Apart from that, videos are an excellent form of storytelling. As a consequence, the products can be used to tell stories about people who we know.

For instance, if customers watch a popular tennis player using a racquet from a certain brand, it makes them value the brand more. The story of these players can be used in the video advertising by the brand as well to reiterate the fact that success is closely associated with their brand. Buying this brand can thus give customers a sense of self-satisfaction.

3. Tell Your Business' Story Through a Video

All e-commerce stores try to introduce themselves by having an introductory page that narrates their story but not many choose video as their story-telling form. 

An introductory video captures the attention of the customer as they would be interested in the story while also getting to know more about the mission and values of the company.

One of the best examples of a similar video can be the Lego story which details the humble beginnings of Lego stores and how they have expanded their business worldwide. This video can be included in the subscription newsletters as well as in the announcements on social media.

Here’s how Schur does this on their website’s hero section. 

4. Ensure the Video Is of the Highest Quality

No matter how good the content of the video is, a low-quality video can put off a customer and would want them to exit the page. Therefore, it is important that along with focusing on the content, the technicalities should not be overlooked. A good video must have sharp quality and should be positioned in a way that the user does not have to scroll much to see it.

It is important that there is a dedicated professional team who shoots these videos and that the content of these videos goes through multiple drafts before the scripting is finalized. In such cases, the amount of effort that went into creating the video would be visible from the final advertisement. – Lisa Johnson, Ecommerce Expert at Geeks Health

5. Use User-Generated Videos

The advertisements with models can be a good way to bring attention to the product, but there might be hesitant buyers who are not convinced enough by ads to buy the product. 

Nonetheless, if they see a user’s video on the internet who goes through the process of unpacking and trying the product then it would make the prospective customer know the product as a person to whom they can relate. It would also give them social proof of how the product looks without studio lights and editing. All of these can cement the decision of a skeptical buyer.

6. Live Stream Important Events of the Company

Got a new product to launch? Live-stream the event. 

Research proves that customers are three times more likely to watch live videos than pre-recorded ones. As it leads to better sales, instead of quietly putting a new product on the website, it is a better idea to create hype for the product before it is launched. A well-streamed event will pique the interest of prospective customers while also giving them vital information about it.

With all the leading social media websites offering live-stream options, there is not much effort that has to be done to have a live session.

Live streaming can also be more personalized as many consumers can have their questions answered during the session. – Miriam Domer, Content Marketer at Legal Finders.

7. Add Videos to Your Content Mix

It is not necessary to treat videos as separate entities. 

Video advertisements can be embedded in other forms of marketing. They can be shown on social media in sponsored posts, other websites, or marketing emails. Rather than adding extremely lengthy text in an email, it is advantageous to add a video that covers all the topics.

A message from the CEO could also be included in the welcome emails to explain the mission of the company. In a nutshell, different forms of advertising can be mixed as distinct customers are attracted to contrary kinds of marketing.

Conclusion

According to the research, 76% of e-commerce stores report more traffic due to video. The statistics alone show that the video-advertisement industry is worth billions which are testament to the fact that many business owners have seen videos as a way to attract potential clients. 

With all the video content that is present on the internet, it might be overwhelming for e-commerce stores to get attention through basic marketing. Therefore, it is recommended to use the above-mentioned tricks and cover a wide range of topics through their videos. If e-commerce can utilize video marketing properly, their sales would be impacted along with brand awareness and website traffic.

This is a guest post by Kruti Shah.

Kruti Shah is a content writer and marketer at The Marketing Drama. She loves to write about insights on current trends in Technology, Business, and Marketing. In her free time, she loves baking and watching Netflix. You can connect with her on Linkedin.

The post 7 Tips for Using Videos to Increase E-commerce Sales appeared first on Lateshipment.com Blog.

“Innovation will remain key [in retail] but customers will decide what works”

Hi Nicole, could you tell us something about your journey from working with leading retailers like Nordstrom, Adidas and Sears to founding Retail Minded?

I knew when I was a little girl that somehow I wanted to work within the retail industry and more specifically, I wanted to work behind the scenes of retail to help bring this dynamic industry to life. I had always been fascinated with the details of stores – from merchandising to marketing to customer service and more – so it came as no surprise when I narrowed in on this specific industry to gain my first job out of college. Make no mistake, though. My part time jobs leading up to my first “real” job out of college were all in the retail industry. I feel fortunate to have held a variety of roles in the retail space and have worked with both independent and corporate retailers alike. This variety and experience certainly helped to shape my appreciate for retailers and specifically, my core interest in helping smaller businesses. By the time I was in my mid twenties, I held the National Director of Marketing role for Franco Sarto Footwear – which was owned by a company called Bennett Footwear at the time – and that specific role introduced me to media companies such as Lucky Magazine, Glamour and other B2C publications. It also positioned me to interact with B2B magazines and various media outlets, helping me to gain a stronger grasp of how the media influenced both consumers and businesses alike. These experiences collectively led me to wanting to start Retail Minded, which I founded in 2007.

That sounds like quite a journey! So, how do you think logistics is changing the retail landscape?

Logistics undoubtedly has a powerful influence on retail. Thanks to logistics, consumers can gain products from all over the world… as well as gain convenience to their lifestyle preferences. Whether it’s due to last minute shopping or impulse spending or the desire to get something out of the comfort of their home versus going into a store, logistics makes this all possible. Quite frankly, without logistics retail would not be what it is today. Logistics is what brings modern retail to life.

Is there a person you admire as your retail superhero?

My retail superhero can’t be narrowed down to one person. Instead, it’s the thousands of small business owners who work so hard to bring retail to life in their communities across the country and across the world. I see firsthand how hard these retail superheros work and admire them so much for their ongoing, consistent efforts to keep up with the always evolving retail landscape – as well as their tough competition. They truly inspire me and encourage me, as well, to do my best in an effort to support them as best as I can.

Can you tell us your one social media strategy that never fails?

Communication is key on social media. It’s all about engagement. You can’t just share via social, you need to also respond and interact with your followers, the people you follow, customers and more. Very simply, being social is the key to social media success.

What has been your most successful moment in business?

It’s hard to narrow down my most successful moment in business since I have been very fortunate to do so many exciting things, but I can say that I have been honored to support American Express’s Small Business Saturday as their Spokesperson since 2014. Their support of small businesses is truly outstanding and I am proud to be a small part of their nationwide influence on retail spending during the holiday season and small business visibility all year round.

Who or what inspired you to write Retail 101: The Guide to Managing and Marketing your Retail Business? Is there another book coming out soon?

Retail 101 was written to deliver action steps to smaller merchants looking to gain some guidance. I was fortunate to be asked to write the book after an industry friend of mine, Jason Prescott who is the Founder and CEO of TopTenWholesale.com, wrote the book Wholesale 101 and was challenged with finding someone to write a retail version of it. We’re excited to bring some new book ideas to life soon, as well. Stay tuned for what those are! I’m excited about them and can tell you it will have to do with the evolving commerce landscape… including logistics

We look forward to it! So here’s a completely random question. You’re stranded on a deserted island, and you have only one book with you. Which one would you wish it to be?

Selfishly I’m going to say a photo book of my past memories. No traditional book would fill the void I’d have if I was on an island alone. Photos of past experiences, loved ones and life adventures would certainly be what I’d want… and this is coming from a gal that loves content!

That’s certainly interesting. Speaking of the retail industry at large, you hold a leadership position in an industry mostly dominated by men. Have you ever felt outgunned?

I am often surprised when people point out to me that I have a role dominated by men. The truth is, I am incredibly fortunate to work with talented, smart women from companies that include ASD Market Week and IBM – as well as many others – so I don’t feel as if I am among the minority too often. That said, I do recognize that leadership roles are more often than not held by men and I do feel a sense of responsibility to help other women in the retail landscape gain strength in their respective careers. Whenever time or situations allow, I’m always excited to extend insight, direction, support or simply an ear to women looking to increase their knowledge and opportunities in the retail landscape.

I think women have actually been taking up more leadership positions in retail of late. Which current logistics or retail trend would you bet on?

I’m pretty excited about the future of retail and how logistics will impact this. Specifically, I love what the company Luxer One is doing by bridging the gap between online and physical stores with their retail locker systems that not only enhance customer experiences but reduce workload among store staff. Additionally, I am excited to see how companies such as Roadie will impact retail logistics and more specifically, make an impact on major carriers such as FedEx and UPS. I think at the end of the day, innovation will remain key but customers will decide what works for them and what doesn’t.

If you could share a single piece of advice to someone just starting out in retail, what would it be?

Retail isn’t what it used to be and will not remain what it is today. This said, the core values of retail remain consistent. Customer service, customer experiences, store branding and employee performance all impact your retail success. Don’t overlook these key factors no matter how much tech or data eases your operations… which, by the way, they should. Just remember that combined with the human touch, tech, data and human influence can collectively make your retail store a success.

Interview by Bianca Barath.

Related:

5 Trailblazers to look out for in Retail and Logistics

The post Exclusive Interview with Nicole Reyhle appeared first on Lateshipment.com Blog.

Nicole Reyhle

Nicole Reyhle is the founder of retailminded which supports independent retail businesses throughout the world. She has gained extensive retail experience working with famous retailers like Nordstrom, Adidas America, Sears Corporation and Franco Sarto Footwear.

A firm believer in helping small businesses, Reyhle’s firm provides services like news, education and support to them. She understands that small retailers cannot do it all on their own and helps them learn about newer resources and managing them, all the while keeping in mind their unique struggles and limited resources. Reyhle has published over a thousand articles regarding the retail industry and currently writes for various forums including IBM, Entrepreneur.com,  Forbes and Fiverr. Speaking of the challenges that women face in the retail industry, Reyhle says,

“Although men do tend to be more prominent in some spaces versus others – such as retail logistics – I am optimistic that as retail evolves, so will the role that women have in influencing all the facets that impact it.”

Judy R. McReynolds

(Source: atri-online.org)

Ever heard of Arcbest? Yep, it’s one of the biggest logistics businesses in the world that is currently led by a very influential woman. Judy R. McReynolds is President and Chief Executive Officer of this multi million dollar company. Speaking of gender issues at work in an interview to Patricia R Olsen, she says,

“I told myself early on that I wasn’t going to make gender an issue in my career or allow other people to do so”.

McReynolds has worked at Arcbest for 18 years and has been serving as the CEO since 2010.

Ann Drake

 (Source: awesomeleaders.org)

Ann Drake is the founder of the AWESOME network. Ring a bell? That actually expands to Achieving Women’s Excellence in Supply Chain Operations, Management, and Education. When Drake started the foundation in 2013, it was extremely low key. This foundation has now grown to over 900 senior level women executives in the supply chain business. The purpose of AWESOME is Advancing Women Supply Chain Leaders. It helps women across the supply chain industry connect with each other to form a powerful network of next generation leaders. Apart from this, Drake is also the CEO and Chairperson of DCS logistics, and the recipient of the 2015 Schultz Award for advancing women in transportation and logistics.

Kelli Saunders

(Source: bcctc.ca)

Kelli Saunders is President of Morai logistics, a company comprising of over 75% female employees. Saunders has revealed in an interview to Kate Lee that it happened not by design but by looking for the best. In the interview, she explains how important it is for women to recognize and utilize incredible opportunities in the supply chain industry.

“A big challenge is getting women and minorities to recognize that the supply chain industry is an option”.

Sanders began her career as a telemarketing supervisor and later went on to create DCS logistics. She was chosen as The Woman Exporter of the Year by OWIT in 2016. She loves inspiring other female entrepreneurs and supply chain executives by sharing her path to success.

Marion Blakey

(Source: wikipedia)

Now here’s a woman most of us have heard inspiring things about! Blakey made news with her acceptance of a job offer to lead Rolls Royce North America. This powerful woman has changed the face of every business she has set foot into, helping them earn multi billion dollar revenues. She is most famous for her stint as the President and Chief Executive Officer of Aerospace Industries Association of America Inc. from 2007 to 2015.

We salute these inspiring women for paving the path that many more may follow. Wishing you all a happy Women’s Day!!!

Credits:

Fronetics.com

Awesomeleaders.org

Nytimes.com

The post 5 Trailblazers to look out for in Retail and Logistics appeared first on Lateshipment.com Blog.