YouTube is one of the most popular sites on the internet.
Many of your potential customers are probably there right now searching for products, watching videos, and being led away to other eCommerce sites.
Let’s look at the facts:
- YouTube is the second most visited site in the world behind Google
- It has over 2 billion active monthly users and over 30 million daily active users
- YouTube generates over 40,000 search queries per second, making it the second-largest search engine on the web.
If you’re not using YouTube to showcase your products, then you’re missing out on one of the best marketing channels for an Amazon or eCommerce site.
It’s a platform where you can inform and exhibit your product line and drive customers to your site with hard sells and direct calls-to-action. And if you’re struggling to generate buzz for your site, then it’s time to take advantage.
Read on and we’ll tell you how to use YouTube to grow your online store.
Video Content Marketing is More Than a Trend
YouTube is a must-have for content marketers. And as you know, the content type is limited to video. If you’re used to traditional marketing formats and reluctant to use video content, it’s time to rethink your strategy, especially if you’re a small business.
While many eCommerce stores understand the importance of social media, many don’t take the time to create quality video content. And even if their content is good, many don’t know how to use SEO and other tools of the platform to make it visible.
The beauty of YouTube is that all you need is a phone with a decent camera, or even just still-pictures. Then you can use a free video editor like Resolve to create professional titles, transitions, and text.
The question is: How does a business do this concretely on a regular basis?
Let’s start with your goals. You can have many sub-goals, but start with:
Goal 1: Raise awareness about your products or services
Goal 2: Convince people to buy them
It’s that simple.
Goal 1: Raise Awareness
A simple way to raise awareness is to provide useful content. ‘How-to’ guides and tutorials are very popular because they answer a need.
An eCommerce business based in Washington that specializes in electronics repair uses this type of content to educate their customers on basic repairs for headphones, cellphones, and gaming systems.
Their marketing strategy was the inspiration behind hundreds of videos and it helped drive their business from scratch to a seven figure revenue stream according to an article from UpFlip.
Here’s a hypothetical example of how-to content:
A business that sells office furniture could create a video series about ‘How to Set Up Your Home Office in 2021.’ It’s a simple two step-ticket that could showcase a product and provide useful information to customers.
Use an FAQ and Keyword Search for SEO
If you’re still having a hard time thinking of content ideas, look at your own pool of customer questions and identify an FAQ. Phrase the questions in a way that people would type into a search engine.
Then, find a quality pool of keywords from a reliable source like Ahrefs. You can focus your keyword search specifically to YouTube.
Another way to source content ideas is to search for popular blog posts in your industry or niche and base your videos on that content.
Remember: At this stage, try not to be too pushy as viewers are not even leads yet and merely discovering your store.
Goal 2: Convince People To Buy
If you’ve met Goal 1, some of your viewers will become potential customers. They already know your store. They’re interested in your offer and probably comparing it to competitors. Now is the time to convince them you’re the one to buy from.
As they say, “A picture is worth a thousand words.” So imagine what a video can do!
Going back to our home office example: Now showcase what the multi-functional desk in your Goal 1 video can do! Show viewers how easy it is to fold and put away, or how it occupies a small amount of space in the room. You can feature the storage compartments.
If your product isn’t visually stimulating, it’s not a deal breaker. Testimonial videos are a great idea that put a face to your product.
And if you want to take it to the next level, check out this list of video testimonial services that can help put a face to your product and make your viewers more likely to buy.
Partnerships
If you’re not set on creating your own content, businesses can also promote on YouTube through strategic partnerships with other channels on the platform (commonly known as “influencer marketing“).
With this strategy, be sure to choose relevant channels. Or select channels with similar audiences who are not competitors. It may seem like a stretch, but it’s possible.
Returning our home office scenario: you could partner with a channel promoting work-from-home tips as the pandemic has transformed the modern workplace.
Alternatively, partner with an interior designer who is keen on your product line. They could feature your products in one of their videos and draw viewers to your channel.