Video marketing is one of the most personal ways to reach your customers without being face to face. The majority of consumers want to be entertained. Your retail customer wants to visualize the furniture products while they research in the Buyer’s Journey. The consumer buying process is changing and so should your retail store’s video marketing strategy. Data shows that video marketing can increase purchase intent by 97%. What does that mean for retailers and manufacturers in the home furnishings industry? That great video marketing can increase sales and profits. Here are a few tips your furniture store can follow to win more sales through these video marketing tips.
Video Marketing Tips for Everyone
Nowadays people are exposed to an endless amount of advertisements each day. Ads that are solely trying to sell viewers on a product or service are going to blend in and can turn them off. Focus on providing value to your viewers to educate and entertain them. They are much more likely to share your content and find value in it when you teach them something new or entertain them. Demonstrate how easy it is to use your latest power recliner or give tips on best practices for keeping leather furniture looking new.
Produce quality content.
No one likes bland, irrelevant content. Your video marketing content should be focused on your target audience at all times. You want to speak how they speak and use words and phrases that they do to fully resonate with them. If your target customer is not familiar with the retail furniture lingo you use around your store, explain what you mean in laymen terms or change your wording to resonate with your customer.
Create, publish, and distribute.
Creating and publishing video content is very important, but distributing it properly is what will give you the best chance for exposure. You spent all this time planning, creating, and publishing the content and now you need to get it in front of your target audience. Make sure to distribute the content on many different platforms and channels for maximum exposure.
Types of videos for each stage of the buyer’s journey.
You wouldn’t wear the same clothes to a job interview, concert, and workout, so why would you craft the same kind of videos for every stage of the buyer’s journey? Each stage of the buyer’s journey requires a different type of video marketing tips and strategy to educate, build trust, and sell.
*Educational stage example video via Hubspot
Stage 1: Educational stage
In this stage, people have a problem they are looking to solve but might not know what type of product or service they need to solve it. This is called the “awareness” or “interest” stage. These type of videos are not meant to blatantly promote your product or brand. Instead, they are meant to provide value and insight on how your customer’s problem can be solved. Educational videos show your brand as a valuable resource and attract new audiences and potential clients by showing them how you can solve their problems. Since educational videos are very shareable, they work well to generate leads through social media sharing and help SEO when uploaded to Youtube. Use one of your store’s leather sofas and demonstrate how to properly condition the leather. Content like that is shareable and valuable to your target audience.
*Consideration stage example video via Hubspot
Stage 2: Consideration stage
By now your viewers should have a handle on what the root of their problem is and will be considering their options. The consideration stage is where you want to show potential customers that you can help solve their problems with your products or services. In this stage, you must fully explain to your viewers what you are selling and do so in an educational and appealing way. Many consumers are looking to fill their house will all new furniture but become overwhelmed when given the task of picking out all the matching pieces and accessories. If you provide a room planning service talk about how you take the stress out of room planning and can solve their problems with your on-site room planning design team.
*Trust stage example video via Hubspot
Stage 3: Trust stage
Your potential customer should have an understanding of their own problems and should know what you are offering. Now it’s time to make them feel comfortable buying products from your brand via testimonials, demonstrations, and about videos. You want to show them exactly what you can do for them and what you have done for others in the past with your products or services. Third party endorsements via testimonials are a great way to build brand trust. Consumers feel much better buying from a company once they see those products solving other peoples problems. Film a short testimonial video showcasing past clients experience dealing with your retail furniture store. Customers like to know what to expect before they walk in.
Always include contact information, company branding, and a way to purchase.
This may seem like common sense, but many companies forget to include their company name, logo, contact information, and a quick way to purchase at the end of their video marketing content. You should always give your viewer the chance to buy your product or service at the end of your video and be sure to make it as easy as possible. Repeat brand exposure is key to building your brand and sticking in the minds of your target audience. Include a link to the product or service you are talking about in the description or as a clickable annotation on the video. The easier you make the buying process, the more sales you’ll see.
Post on Youtube/use keywords.
Youtube is the largest online video network on the web. Youtube stated that they have over 1.5 billion monthly users and these users watch more than an hour of video per day! Get a new collection of Lexington furniture in the store? Film the new collection, share it on Youtube, and post it to your social media accounts so potential customers are aware. Just being on Youtube increases your chances of being seen, but you must use keywords to reach your target audience. Use a free tool like vidIQ to research keywords and how you rank in Youtube’s algorithm for those keywords.
Interested in learning how video marketing can help your business increase sales?