A guest post by Jim Dicso of SundaySky.
When consumers shop online, they expect to receive the same personalized attention they get in-store, with engaging experiences throughout their decision-making process. To create those engaging online experiences, innovative marketers are turning to online video.
Interested in maximizing your brand’s success with online video? Here are five thoughts to consider.
1. Search engines favor video and structure their results to reward sites that use it
Consequently, online marketers are investing more to promote their videos. One investment that goes a long way towards attracting higher-quality visitors is making on-site videos scalable. That ensures reach for long-tail keywords, which drive the highest-quality traffic and best conversion rates.
2. Pre-roll ads bring your prospects back
The average consumer interacts with your brand several times before conversion. An effective way to bring site “abandoners” back and recover lost traffic is with retargeted ads designed to re-engage abandoners based on their previous behavior on your website.
New online video technology advances retargeted advertising by presenting abandoners with personalized pre-roll ads based on their shopping history and relevant deals. Retargeted pre-roll ads outperform traditional retargeted banner ads with higher conversion rates and often with above-average order value, leading to a significant return on ad spend.
3. On-site video increases conversion rates
When videos are properly produced, they captivate users. Video availability also enhances credibility and improves visitors’ impressions of the website, even among folks who do not view them.
New smart video technology enhances the potential of on-site videos even more by generating videos in real time. As price, seasonal deals, and last-minute offers change, product videos are created on the fly to overcome the challenges of manual video production. The result is a richer and more engaging shopping experience with higher conversion rates.
4. Online video can be an effective customer service tool
A company’s ability to retain customers depends largely on the quality of service throughout the customers’ lifetime with the brand. Use video for product demonstrations, to provide order and provisioning status, or to deliver complex bills, statements, and invoices with an easily digestible explanation of usage and fees. Companies pursuing this approach have customers who make more informed decisions and less calls to the contact center, which results in lower support costs, greater trust and credibility, and higher customer satisfaction.
5. Online video makes for more impactful nurturing campaigns
The effectiveness of email campaigns, newsletters, loyalty programs, and customer portals can be enhanced with personalized offerings that resonate based on profile, shopping history, and browsing trail.
Personalized video helps nurture, upsell, and retain existing customers. The open rate for video newsletters, for example, is two to three times higher than it is for text. Personalized video newsletters can include a greeting with the recipient’s name and display promotional offerings based on browsing history, geography, or preference segmentation.
These five applications of online video bridge the gap between live and virtual experiences for the consumer. Plus, they offer the most streamlined way to present information in all your customers’ touch points with your brand.
(Photo courtesy of Bigstock: Happy Woman)