5 hacks for marketers to compete ecommerce leaders
Leaders of the e-commerce market enjoy large volumes of sales. Though, what companies conducting their major sales offline should do in order to take a decent share of the e-commerce pie? If, as a marketer, you strive to expand the online presence of the brand, try to use the following proven tactics which are still used quite rarely by big e-commerce players.
1. Add video review of your products and services
Today, all you need to create video reviews are a smartphone, tripod and a charismatic employee of the marketing department who isn't afraid to talk on camera. How does it work? A customer's brain is wired to trust a human being more than a tutorial or description on the website. Use this life hack. It"s quite possible, that there is no video about your service and you will be the first one to make it. Which video can you create?
Unboxing Videos and Torture Test
Such video reviews demonstrate the product itself — which configuration it has how it looks like and works. You can also test the durability and water resistance of products in such videos. You can even put the product into the mixer and see what will happen next. There is no need to make all videos useful. Some of them may be created just for fun. In such a way, you"ll attract more attention. If you think that there is not much to tell about your, product then look at this guy. His review of Not-A-Flamethrower got 1 million views in two days.
"How to" and demonstration videos
"How to" and tutorials are always very popular since they help to understand how your product can be used and demonstrate its specific functions and features. It requires more time but will also attract the attention of the audience for a longer period of time.
For the demonstration of some products you even won"t need a charismatic employee with a smartphone. For example, if you sell software, you can create a video demonstration of its opportunities. It can be something similar to this review of a drone by Intel.
The simplest option though is to shoot a part of the manufacturing process of your product. It"s always interesting to know how the thing you hold in your hands was created. At the same time, you"ll be able to show your high-quality equipment, qualified professionals and well-managed production process.
You can also create an entire film. Though, in this case, you"ll need a script, special equipment, and video editing professionals.
Another advantage of the video is that Google likes video and will improve the position of your website in the search results.
2. Make live-stream videos on Facebook
Facebook likes live-stream and doesn"t like links to YouTube. Furthermore, it prioritizes video content over other types of materials in the newsfeed. You can record the product"s presentations and demonstrations at the thematic exhibitions or webinars. The main thing is to know at what particular time your subscribers check their Facebook accounts. And don"t forget to announce your live-stream in advance.
3. Tell about your product with the help of infographics
Accompany photos of the product with infographics. In particular, it works well with technically complicated products.
Why does it work? One infographic is worth tons of text content: the description of the product, its features, feedbacks of customers and an article about its advantages. The visualization of the information will highlight the advantages of your product or service.
With the help of an infographic, you can show the specification of the product and accompany it with descriptive text:
Or why your product is different from analogs:
Present new technology and explain its advantages:
Tell about the problem and your solution:
You can also make a video infographic about your product or service:
4. Conduct your own researches and exchange it for contact information
Your every client wants to know the market where he works. A lot of companies earn money from this by conducting research worth thousands of dollars. Spend a couple of weeks to become one step closer to your client by conducting research. Identify and scrutinize a particular market problem which can be solved by your product or service. Then give away this research to your potential clients for free or in exchange for their e-mail addresses.
Such an approach is especially relevant for expensive products and services. The more expensive is the product, the more time customers spend to conduct research. Thus, the more time you"ll save them, the more thankful they will be.
You can also address a wider problem, for example, which benefits IoT provides in the sphere of manufacturing:
Or a more particular subject, like it's done in the research by Lenovo about HPC solution.
5. Describe your product via storytelling
Any commercial website should contain a description of the product or service with the indication of price, specification, and advantages. Approach the description of the product in a new way with the help of product storytelling. It"s more complicated than to write a traditional description of the product. Though, in case you want to compete with e-commerce leaders, you need something new which attracts attention. What is product storytelling? Let"s find a real case-study and see which solutions such approach provides and which advantages it has. Even a simple grey sweater can be described in the following way:
Let's consider 3 key elements which must be present in good product storytelling.
Any story has a main character, and in this case, this is your client who should identify him/herself with the character of the story. Though, refrain from making your business, product or service the main hero of the story.
Empower the main character with a goal in order to make it more realistic and attractive to your client. The goal is the solution to the problem, which prevents your character from becoming happier and more successful.
Here comes your product which helps the main character to reach his/her goal. Though, don"t stop at the stage of the purchase. What did your product give to the main character? Which new opportunities it has provided how his /her life changed after this successful transaction?
Though, if you have a wide range of products or services and don"t have staff copywriters, the creation of such descriptions may take a lot of time. That"s why you can refer to people, who like creating such stories a lot, for example to us.
These approaches work well together
General Electric combined video, infographic, storytelling as well as review and managed to explain in four minutes how their system of electric line damage identification works. Furthermore, they made it in a way, which will make you envy the communal service which has the possibility to buy it.
All these methods are not simple since they require investments in content. At the same time, they work better than advertising. They not just attract attention but also educate customers by demonstrating the solution to the problem. Such content is perceived better by the audience and the attention you will get can be further converted into sales.
Do you want to get more sales than your competitors and reach the brand new level of communication with customers right now? Order storytelling description service and expand your business opportunities in e-commerce!