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How to use Video to engage your customers

by Tanya Wasiuta


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If you’re keen to drive brand awareness and engagement for your brand then find out how Video content can be one of the most effective tools to use, that is often overlooked by on-line retailers.

Through previous blogs you have more than likely heard me mention an integrated IMC Mix, which is all about putting a strategy together that combines a range of advertising and marketing tools to help you promote your business, create means for your customers to engage with you and to grow brand awareness to ultimately build your customer relationships.


‘It’s all about getting visual’ customers love nothing more than seeing brands create other sources of content other than blogs, and text posts, that will trigger their impulses to purchase achieved by rich content through great photography and video content thrown into the mix!


Whether it’s a generic video promoting your brand, or product reviews, which in particularly has the potential to increase conversions by better helping people understand your product. Videos have the potential to provide customers with necessary information about the products you offer.

‘73% of consumers are more likely to make a purchase after watching a video’according to a survey by RealSeo

Videos are one the most effective ways of demonstrating a product and its benefits to your potential customers especially for on-line retailers.

AO.Com, the brand use You Tube to great effect by developing a range of different video content to engage its customers;

Indirect Product Promotion

This Stop motion animation may look difficult but with how to’s across the internet is a great attribute to learn down the line.


What ASOS does so effectively is provide videos to cover everything from style and beauty to fashion tips to how to style fashion items and to winning a holiday to Ibiza.

The 2 brands highlighted above have demonstrated that through great video content you can engage, educate, entertain, provide incentives and drive traffic to your web store,showcasing your products in the process.

So how you can you incorporate videos into your marketing strategy?


Behind The Scenes

a little insight in behind the scenes is great way to engage customers especially if a new product launch is coming to keep the anticipation for your brand fresh in the consumers mind.


Product Reviews

Unlike a bricks and mortar store customers can not feel or see your product fist hand. So short videos either by reviews from existing customers or your own product reviews can help a consumer in the decision making process. This is a great opportunity for those audiences that like to research product reviews before making a final decision to purchase.



Maybe your product is a little complex so what better way than too simplify you’re offering through the means of a video, which you can use to teach or educate your customers. Video content can be anything from a new smartphone set-up, to pretty much anything including software. For example The team at Exact Abacus have put together a video to show how their very own 3EX.NET software works.

You don’t have to be a video director or a movie creator to make video content as part of your marketing strategy. With smartphones and HD cameras in abundance that is all you need to set yourself up to creating quirky, informative videos that will help drive traffic and engage customers…although you may have to prompt someone to get in front of the camera.

So if your thinking about adding some video content to the mix then set yourself up a You Tube channel and film away!

by Tanya Wasiuta on 07/08/2015

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