Video Marketing and E-Commerce: Finding The Right Fits

By: David Tile | Founder @
Posted On: February 04, 2020

Video marketing is seen by many as a premium option when it comes to content marketing. The fact that people will pay attention to it for longer than comparable written text makes it key for packaging information. The fact that it’s easily shareable makes it desireable to mix across a variety of different channels, like social media or other digital marketing.

However, it also poses a larger financial/time investment than a lot of other digital marketing methods. As a result, it’s important for anyone mulling over a marketing plan in order to have an idea to get the most return on investment. We’ve reached out to some e-commerce experts for advice on some of the key topics relevant for video marketing planning.

How Do You Develop Video Content?

For our videos, we first research the keywords/queries people are using on creating. We want to make sure we not only talk about those topics, but we also include them in the description and meta data for the video. Then the video is created, edited, and posted to our Youtube channel. To get more views on the video, it is also updated to our blog, to our social media channels, and is sent out in an email campaign.

Jeff Moriarty
Marketing Manager
Moriarty’s Gem Art

The process starts with coming up with a topic. What are our customers asking us? What would enhance the information on our product pages? What do customers want to see? These questions help guide us towards the topic for the video. And once the topic is created, we then create the script. What information should we present? What visuals need to be in the video? How long should the video be? These are all critical questions that we answer when piecing together the script.

Jeff Neal
Ops Manager
The Critter Depot


What Holds People Back From Making Video Content?

I think the main thing holding people back from creating video is it’s challenging putting together quality video content. Most people don’t have the equipment, even though you can make quality video with just a cellphone. A lot of people just aren’t confident they can do it and outsourcing it can be very expensive.

John Frigo
Digital Marketing Lead


screen capture of Hemingway App example

I think that many businesses hold back on video marketing because it’s both expensive and time-consuming. Video editing is a niche skillset. Smaller businesses can’t afford to spend thousands of dollars on a production that will probably take two or more months to complete.

Calloway Cook
Illuminate Labs

What Does It Take To Create Effective Video Content For E-Commerce? 

I think there’s no way to answer this because content isn’t a one-size-fits-all thing. But generally the best content is content that people actually want to watch. Generally, if it’s not teaching them something, offering a new idea and/or creative inspiration, or serving entertainment value, we don’t do it. The strongest video content makes people think; it gets them to engage. For example, our bottom-of-funnel video content aims to educate people who already know they want to buy a piece of pearl jewelry. We help ensure they know how to pick the best piece and how to grade and price something they are interested in buying. At the top of funnel, we offer style guides, fashion tips, and look books to spark inspiration and creativity.

Leon Rbibo
The Pearl Source


I believe the strongest video content for e-commerce companies are videos that feature people using their product (or service) to solve a problem including some actionable tips.

Hassan Alnassir
Premium Joy

Where Are E-Commerce Companies Making Mistakes With Video Content?

person taking notes

Understanding that videos are now an evolved stage of content marketing. A problem that I’ve seen with video content is, it’s sourced out of thin air and not backed-out with any keyword research. Data usually talks, and videos should be produced based off of what people are searching for. My advice is to always look at Youtube (and Google) search volumes for keywords before you decide to make a video. That way, you can have some sort of understanding on the amount of potential traffic that your video might receive, which will quantify whether it’s worth it to make the video in the first place.

William Chin
Website Consultant

I see several other stores only show the product in the video. You need to show the product in action so people can visualize it.

Becky Beach

I see other companies using poor audio, or having content that doesn’t re
late to what the customer actually wants.

Luciana Torous
Owner3 Leaf Tea

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Thought Leadership Package? 

At, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.