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Video Marketing Benefits to In-Store Shoppers

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Most marketers are well aware of the advantages of video marketing generally, but they are less knowledgeable of its potential for retail. Some brands are looking for ways to employ mobile videos when customers are out and about due to technological advances and increased consumer access to mobile video experiences.

The consumer demand for video is enormous, so most marketers seek ways to use it. However, instead of focusing on reaching consumers at home, marketers frequently overlook videos’ potential while shopping. Mobile video in the checkout line provides the chance to boost sales, enhance the customer experience, and use other high-ROI marketing strategies.

One of the most compelling strategies for improving customer experiences has been identified as video marketing, particularly now that more people are admitting they enjoy viewing videos. 

According to data, in-store video advertising efficiently boosts brand memory, recognition, familiarity, and buy intent despite having only a tiny exposure window.

Given that an estimated two-thirds of purchasing choices are made in-store, in-store video advertisements can only be beneficial. 

Research by the Digital Marketing Association found that 30% of consumers claimed to have made an impulsive purchase after viewing (a product) in-store video advertising.

What is video marketing?

Video marketing uses video content to promote and market a company’s brand. While video marketing is still tiny compared to traditional advertising methods, companies are using video marketing as a valuable asset for business success. 

Video marketing helps businesses gain customers, increase sales, improve credibility, and build trust. People love watching videos online, whether advertisements, entertainment, or educational.

In fact, according to HubSpot research, 89% of marketers say producing engaging content is critical to their digital marketing strategy. As YouTube continues to dominate the online video space, many businesses have begun to invest in video marketing strategies. This can help companies to reach out to consumers where they spend most of their time: YouTube!

The following are some examples of how video marketing can be helpful for your business.

Connecting Customers to Your Brand & Business (Better Lead Generation)

It’s hard to get potential customers to remember who you are, let alone take the action of contacting you. But if you can put yourself in front of them and create a connection, you may be able to convert these potential customers into paying clients.

By creating short-form instructional videos about your business, you can show how to solve problems, showcase products, inform customers of promotions, explain services, and answer frequently asked questions. These videos allow viewers to learn about your product or service without feeling annoyed at being interrupted.

These types of videos can easily be shared via social media platforms. When someone shares them, they become public and can appear on search engine results pages. If you write good titles for your videos, they can appear higher in search results. Make sure to optimise your descriptions and tags. This can make your videos more accessible to find.

This type of lead generation, often called “product demo videos,” is great for generating interest in your business and educating your audience about your industry and services.

Building Trust Through Transparency

People prefer not to conduct business with murky organisations. That means telling your customers what you are trying to accomplish, why you are trying to accomplish it, and how they can expect to benefit. This is especially true for B2B businesses.

For example, if you sell software, tell your customer how specific features in the software can help him or her save money. Or, if you sell financial aid, say to the student what he or she can expect to receive after enrolling in your program.

Not only does transparency lead to happier customers, but it builds trust between both parties. Customers who feel that a company is trustworthy are more likely to buy from them again.

Promoting Your Company Culture

Customers want to know they can trust a company before buying from it. Showcasing your company culture in your video marketing materials can give prospective customers an idea of who you are and what you value.

Evolution of video marketing

Video marketing is not new, but how we use videos in our business constantly changes. What was once just a means to get brand awareness now drives customer engagement directly into sales funnels. If you’re looking for a place to start, there are many ways to ensure you have a successful video marketing strategy.

The history of video marketing dates back to the early days of television. Early TV stations often broadcast educational programming, news updates, advertisements, and public service announcements, among many other programs. 

However, over time, the industry began moving towards creating content-driven commercials rather than informational ones. As technology progressed, advertising agencies started using pre-recorded footage and special effects to create more engaging commercials. Nowadays, nearly 60% of people watch some video content at least monthly.

Today, if someone wants to engage with your company, they will likely do so through social media, search engines, email, and websites. However, videos are an excellent option if you want to increase your brand visibility online and drive traffic to your site. 

People spend nearly two hours each day watching videos, and according to Cisco Visual Networking Index (VNI), the number of internet users is expected to reach 2.8 billion by 2019. That means there is an excellent opportunity for businesses not currently taking advantage of them.

Advantages of video marketing for in-store customers

  1. Increase sales

Video marketing has been shown to increase sales by as much as 25%. In stores where they have implemented video marketing strategies, customers spend 30% more than those who do not use video marketing. 

Video marketing helps to make shopping easier by showing product details and features and showcasing how products work. By providing information about products and their uses, consumers can learn what makes each product unique and what it does well.

When it comes to in-store sales, these initiatives outperform traditional video advertising by a wide margin, according to many firms that use mobile technologies in the retail sector. When analysing the outcomes of an in-store mobile video campaign, major retailer Walmart stated as much.

The company found that this campaign’s effectiveness in boosting sales was two times greater than its typical video advertisements. Adverts’ timing is important, and in-store advertising provides the best opportunity for these messages. Customers can learn more about your company and products through video, which can help improve the customer experience. 

  1. Engage in longer sessions.

Shoppers tend to browse online for quick purchases but purchase items at brick-and-mortar locations after learning more about them. In addition to making purchases, shoppers often visit physical stores to learn more about products and services and ask questions. Videos allow shoppers to watch videos while shopping and to stay longer in stores.

  1. Lower customer service costs

The average cost of customer service for companies has increased over the years. Companies spend $10 billion annually to provide customer service and manage complaints, but video marketing can significantly reduce these costs. 

Customers feel more comfortable watching videos than reading text, and they know that if they have a question, they can click “ask” on a screen instead of calling or sending an email.

  1. Save time

In today’s busy world, people want to save as much time as possible when shopping. Consumers prefer to shop online but do not always have access to computers or smartphones. If a store wants to reach its target audience, it should consider implementing video marketing strategies to keep customers engaged and loyal.

  1. Build trust

Videos show the company and its employees positively. Shoppers can view videos of workers interacting with customers or see how a product works before purchasing. When customers know the face of the business, they can build trust and loyalty.

One of the main objectives of all marketing strategies is to increase customer loyalty, regardless of whether the business is a startup, an enterprise, or a B2B or B2C organisation. Keeping current consumers is less expensive than finding new ones.

However, most modern marketing comes off as forced and ineffective. Video can help communicate your business story and cut through all the popular marketing talk. Video is regarded as a powerful tool by 52% of marketers for fostering audience trust. 

Developing this trust is the most straightforward approach to establishing a respectable brand reputation, and using video to deliver authentic stories strengthens connections with current and potential customers.

  1. Reduce risk

Online scams and fraud are becoming increasingly prevalent. Criminals take advantage of consumers’ desire to buy things online immediately. They may try to sell fake goods, steal personal information, or infect computers with malware. Videos help avoid problems associated with buying online by displaying a website’s authenticity.

  1. Improve SEO

Search engine optimization (SEO) refers to using specific techniques to optimise websites for search engines. These techniques are designed to improve a site’s ranking on search results pages. 

SEO can improve traffic to a site and boost sales. If the keyword is highly competitive, consider the broad organic reach it will have.

Your videos can be posted on YouTube. Give them an SEO-friendly title and description, optimise them for SEO, and then embed them on your website. YouTube belongs to Google, which increases your chances of getting more traffic, views, and leads if it displays your video on the search results page.

  1. Enhancing Customer Experience with Video

Improving the customer experience is probably one of the marketing objectives most frequently used today. Along with providing clients with goods, that experience also entails assisting them in using those goods. In that you’re effectively teaching consumers new things through your marketing, it’s similar to turning a product into a service.

Due to customers’ overwhelming preference for video over other media, mobile video in the shopping aisle is ideally suited. Consumers claim that they prefer video content to photos, text, and voice options by about 56%. These movies might offer suggestions to consumers while covertly promoting particular goods.

  1. It gives a unique competitive advantage.

Competitors with similar products in your market also significantly influence customers’ purchasing decisions. Thus, one of the most notable advantages of video marketing is its ability to position your company as the best choice.

When they visit your online business, today’s internet shoppers are more than willing to look into (and likely already have) product alternatives.

  1. Vivid storytelling

Video marketing has essentially become such a reliable conversion-generating engine because of storytelling. Popular marketing video genres, such as whiteboard animations or culture films, are based on the idea that you should tell your audience gripping tales that will enlighten and inspire them to make decisions.

The purpose of your video can influence how you tell a story, so it’s up to you and your understanding of your audience to determine what will appeal to them the most.

Creating content for your company’s social media presence can also benefit from storytelling.

  1. Video Can Be Combined With Other High ROI Techniques More Easily

One of the key advantages of video marketing is how simple it is to incorporate with other high ROI marketing strategies like social media and interactions with incentives. 

Video generates 1,200% more shares during social media campaigns than image and text combined. Rewarded video, in which viewers gain points for watching videos, also promotes high engagement while enhancing the viewer’s perception of the business.

  1. The next best thing to first-hand experience

The power of video marketing to demonstrate your items in a way that neither word descriptions nor static images ever could is another enormous advantage that should be discussed.

Thanks to online shopping, people have learned to carefully examine every aspect of their purchases to ensure they get their money’s worth. This explains why many e-commerce stores mix their product lists with educational movies that encourage customers to purchase.

Conclusion

There are many other marketing goals that video can help you with in addition to increasing conversions, so the list of advantages of video marketing is endless.

More people are using video advertising, and it’s becoming more common and cost-effective. Video usage is increasing in part due to technological advancements and also because it is simple to disseminate worldwide. 

Creating compelling marketing videos for your company requires imagination and an understanding of human psychology. Together, these elements allow for the cheap production of genuine advertising miracles.

In a matter of days, clever, emotionally driven video advertising may become viral online and receive millions of views. The only creative thing survives, and this is the whole goal of video marketing!

Retailers are now discovering that the new competitive environment has little to do with product choice or price. Instead, the client experience has taken centre stage in terms of winning. 

According to Deloitte, 62% of businesses view the customer experience as their primary competitive differentiator. By 2018, more than 50% of companies will increase their overall investments in customer experience strategies and innovations, according to Gartner. This emphasis has become crucial.

One of the most compelling strategies for improving customer experiences has been identified as video marketing, particularly now that more people are admitting they enjoy viewing videos. 

According to Heidi Yu, CEO and Co-Founder of BoostInsider, an influencer marketing company with over 80,000 influencers, many consumers were driven to videos that include influencers utilising a product or service and acknowledging the benefits, immediately enhancing the user’s sense of customer experience.

Adding videos to your e-commerce business is crucial to staying competitive. By utilising the power of storytelling and social media attention, you can offer online experiences that bring potential customers on board with your platform and confidence in purchasing.

An in-store video solution must be managed like any other broadcast medium to enhance the shopping experience effectively. The material needs to be created explicitly for the context of the store and its intended placement there. Modern technology should be used, including controlled acoustics for sound. 

Finally, careful consideration must be given to scheduling material based on an understanding of consumer behaviour at the point of interception. By implementing these best practices, any in-store video marketing campaign will have a greater chance of delivering a good customer experience that will help your retail location stand out from the competition.

So, it’s time to start making those videos and enhancing their efficacy for existing and upcoming stores. After all, prospective clients won’t persuade themselves!

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