E-commerce Link: Lights, Camera, (Sales) Action!
These videos don’t have to be elaborate; a 20-second clip on Home Depot’s site, www.homedepot.com, is enough to demonstrate the versatility of the Little Giant ladder system and how fast it can fold and extend into different configurations.
Of course, some products lend themselves to more elaborate video presentation. For example, on the Macys department store site, macys.com, videos promoting the Hotel Collection of high-end linens and homeware feature an expert stylist giving design tips and describing product benefits.
2. Play to your customers’ niche interests—and let them participate.
Appeal to your core customer base by providing video content related to their interests that can’t be found anywhere else, thereby establishing your brand as a go-to resource for coverage of related events and entertainment. By doing so, you’ll be helping them surmount one of their top peeves about online video: the difficulty of finding quality, relevant content. According to a Synovate survey, 20.7 percent of viewers expressed discontent with the inconsistent quality of online videos, while 19.3 percent stated it was “tough to find exactly what I am looking for.” By creating and/or collecting quality content catered to your customers’ interests, you’ll establish your brand’s credibility as a consumer resource.
At Bodybuilding.com, the full-length “Fit Show” features pro-athletes. The site also provides live webcasts of bodybuilding events, giving enthusiasts a deep resource of one-of-a-kind content. Shorter videos demonstrating products and fitness techniques round out the offerings, complementing the site’s in-depth article content and establishing the brand—and its e-commerce store—as the definitive Web hub for the sport.
Similarly, baby products e-tailer BabyUniverse.com has created BabyTV.com, an Internet video channel dedicated to parenting from preconception to school-age children. Interviews with child-development specialists, “Kids Behaving Badly” home-video clips and demonstrations of fitness techniques for pregnancy are all posted to the site, giving parents and parents-to-be a single location for deep content.