If you’re looking to drive more leads to your e-commerce store, starting a YouTube channel and creating videos about your products and services is a wise move.
The reason turning to YouTube is such a smart strategy is because it is the number two search engine in the world. Number one, as you might guess, is Google. But, surprisingly, YouTube comes in second, processing over 3 billion searches per month.
What that means for you as the owner or director of an e-commerce business, is that you need a presence on YouTube since that is where your potential customers are searching out goods and services. Plus, Google owns YouTube, and this relationship results in an interesting fact: Google prioritizes web pages that host YouTube videos in their SERP’s (Search Engine Results Pages).
For example, let’s assume your e-commerce store sells bidets. A person goes online and Googles bidets. Your website is going to soar above the competition in the Google Search results if you happen to have YouTube video content about bidets on your website.
Since most e-commerce companies strive to be higher in the SERPs because the higher up you are, the more likely new customers will find you, this tip to create a strong presence on YouTube is of paramount importance.
Once you commit to starting a YouTube channel, you open the next can of worms: what types of videos should you create? And how often should you post them? Let’s start with the first question.
The most obvious place to begin is by creating videos about each of your main products or services.
Ideally, the videos show a human interacting with or demonstrating the product or service in an emotion-based way. Simply showing different glam shots of your product is not compelling. Nor is having a human just stand there pointing to the product.
Potential customers need to identify with or relate to your video. You want to use the video to answer their questions, tell a story about your brand and product, or show why a person might need this specific product as opposed to your competitor’s.
Let’s return to our bidets example.
If I’m making a video about the best bidets, I’m not just going to edit together a bunch of different camera angles of the bidets and set those shots to music. I’m going to think about my brand.
I’m also going to hire an actor to demonstrate using the bidets, or at least showing it off. And I’ll have the actor talk about why he loves my bidets (emotion) and what makes our bidets so much better than the competition’s. i.e. “Not only do these bidets change my bathroom experience, the build and quality of the bidet toilet will make it last for years. Check it out!”
Perhaps the actor demonstrates walking out of the bathroom feeling so refreshed and clean that everywhere they walk, flowers start blooming.
It’s a silly example but hopefully, you get the idea: humans demonstrating the product, talking to the camera or to another person, showing how they feel about the product – all of this help to create compelling videos, and those videos help draw the customer to your particular e-commerce store.
Besides product videos, you could also consider creating “Comparison” videos, where you compare different products – preferably all products from your own e-commerce store! Or you could do a “how-to” video, otherwise called a tutorial.
This would differ from your product videos, because – back to our bidet example – perhaps your How-To video is about how to install the bidet toilet or how to use the different settings – as opposed to a video about the product itself.
You could also create a series of testimonial videos where actual customers review various products. These are very identifiable for potential new customers.
One thing to keep in mind: no need to be concise with your videos. YouTube rewards longer videos.
Around 2018, the company shifted its algorithm because they set a new goal: keeping viewers on the platform longer. Their thought was the longer viewers watched, the more ads they would see. So, when it came to their search results, they shifted things so that you’d see videos and channels featured first that kept people on the platform the longest. That algorithm holds to this day.
So if you make long videos that actually keep people on YouTube, you will be rewarded in the search results. However, the reverse is true as well. If you make videos that consistently cause people to click away from the platform, you will be demoted in the search results.
The lesson: make good quality, compelling videos that are on the long side!
Now that you have some content ideas, how often should you post? Once per month – at least in the beginning. Once you have created a solid library of content, maybe you can increase that frequency to twice a month or even once per week.
The idea is to have enough content that potential customers who find your channel click around and watch your videos for as long as humanly possible. Remember, the longer they stay on your channel, the higher you rise in the YouTube search results, and the more your e-commerce store is imprinted upon their brains.
Putting the time in to create a YouTube channel with high-quality, engaging videos can be a lot of work, but it’s worth it if you want to drive more leads to your e-commerce store and eventually drive up your sales.