Put Your Store in the Spotlight
If video killed the radio star, why is it making so many teenagers Insta-famous? Because a video is worth 1,000 pictures – which are worth 1,000 words.
Yeah, but I don’t have that kind of budget.
Video is a shockingly affordable form of communication that supports your marketing message in an easily-digestible and approachable form. In fact, many companies shoot video on their phone and run it through editing software without ever hiring a video professional.
So, I just hold my phone up in selfie mode?
You’ll want to invest in a cheap tripod, a hand-held stabilizer and a small light kit. You’ll also want to pay close attention to the audio quality on your video. This may include a microphone or an investment in professional voiceover.
Wait a minute . . . you just said video is affordable. That’s expensive, isn’t it?
You can get a tripod with a selfie ring light for around $35 on Amazon. Of course, there are more expensive options, but this is great for getting started. Don’t forget, too, that you can take advantage of natural light – and that’s 100% free.
Fair enough. What else do I need to know about making a video?
Like all content, strive to create a consistent delivery cadence – whether you’re posting to YouTube, social media or landing pages on your website.
For YouTube, strive for :60-3:00 videos and show, don’t tell. This is a wonderful platform for tutorials. So, break out your inner educator and show people how to arrange a room, accessories, mix patterns, choose colors and so on and so forth.
Facebook Live supports a longer run time, because you’re “live.” Just don’t wing it. Create an interesting title and use an outline of talking points so you don’t go off on a tangent. Also, be sure autosave is turned on so you can edit the clips into bite-sized pieces for social media. Answer the questions of participants and address people by name when you can.
Instagram is great for a :30 or less videos where you aspire to inspire or entertain. You’ll also want a series of videos in your profile to show people what your business does and what you’re all about.
Whatever channel you choose, let your brand’s personality shine in a professional way. It’s okay to use humor and show emotion – just keep the language G-Rated and family friendly. Remember – this is work, not a campy video for roasting your former college roommate on their 60th birthday.
But, what about my products? I want to sell ____________.
Go for the soft sell. When featuring products, focus on the customer’s story. Yes, you’ll highlight the richness of the upholstery, the weight of the drapes and the density of the area rug – but you’ll do it in a narrative that applies to their life.
Imagine waking up in the middle of the night fully restores, feeling refreshed and curious about the hour. You open the curtains to discover that it’s actually mid-afternoon. That’s the magic of XYZ Blackout Shades by 123 Brand.
It’s also perfectly acceptable to include a CTA and your URL in the video.
That’s cool, but how do I get people to find the videos?
Share a link with your social channels or mention your videos in conversations with customers. But, above all, make sure your SEO game is up to par.
Use your product data to create well-written video description that includes the product’s keywords and include similarly phrased tags. This ensures that your video shows up in search when someone searches for “Styling tips for small apartments in Cincinnati,” or “Can I mix patterns with an ikat area rug and Shibori curtains?”
All of this seems so overwhelming! Where do I start?
Start by answering the questions your customers ask most often. Whether they inquire about the material an ottoman is made of or whether the wood used in construction of a dining table is reclaimed. Then, move on from there. Just be sure to use yourproduct data as the foundation of your videos. This keeps the language and tagging consistent and your customers find exactly what they’re looking for.