How to Use Video Marketing to Increase Your Brick and Mortar Store’s Brand Value

How to Use Video Marketing to Increase Your Brick and Mortar Store’s Brand Value

2nd October 2019

With the rise of the internet came the decline of brick and mortar stores. Ruffling through heaps of clothing and waiting in long lines was replaced with lounging around at home on a computer while adding items to cart. Although online sales have increased and online shopping isn’t going anywhere, there are various digital marketing strategies brick and mortar business owners can use to increase foot traffic and revenue in their own stores.

Video marketing is one such strategy that brick and mortars can utilize to help increase their brand awareness and drive sales. For example, videos can be used to create tutorials, help users understand how to best use products, announce new features and exciting new projects, and even to educate consumers on business practices and procedures. Of the businesses currently using video in their content marketing strategy, 76% reported an increase in website traffic. On top of that, businesses who use video in their digital strategy saw their revenue grow 49% faster than non-video businesses. Videos are engaging, easy to digest, and relatively simple to produce. The real takeaway here is that video marketing pays.

This post will help you learn how to help attract customers to physical stores with the help of eCommerce video marketing.


Uses of Video Marketing

In order to start creating a video marketing campaign, you must first decide what you want to achieve. Are you looking to put your business on the map? Are you trying to sell a particular product? Do you want to let consumers know you’re about to drop an amazing holiday sale? Once you determine what your goals are, you can decide how to craft your marketing video. Below, we’ve outlined a couple of different ways you can use video for brick and mortar marketing to increase your brand’s value: 

  • Promote General Awareness

If you want to increase brand awareness and build a name for your business, create a general awareness video. These videos are used to tell audiences who you are, what your business does, and why consumers should choose your brand over your competition. These videos are simple and straightforward, but very effective for small business owners looking to put themselves on the map. These videos are generally no more than 30 seconds long. When advertised on social platforms, users generally only see the first five seconds before they can opt in or out of the ad, so make sure the opening packs a punch! Think about general awareness videos like an elevator pitch: you have 30 seconds or less to state your case and make an impact, so let consumers know why they should stop by your store and turn toward your brand.

  • Provide Information/Announcements

Videos can also be used to deliver information and announcements to your audience. For example, if your brick and mortar store will be closed for a couple weeks due to renovations, you can make use of a video marketing campaign to detail why the renovations were needed, as well as provide updates and prompt users to stop by once the job is done. You can also use these kinds of videos to create buzz around a new product or service. These kinds of videos are essential because they’re a communication stream between you and your audience. You want to keep your users in the know.

  • Give Tutorials

Tutorial videos are educational pieces your users will appreciate. These videos help show your consumers how to use your products and services efficiently. You can walk them through set-up and show them all the key features they need to know in order to use anything. You can show them neat tricks they may want to use or keep in their arsenal. What’s great about tutorial videos is that you can also drive traffic to your store by explicitly asking users watching the video to drop by if they need further instruction. Tutorial video lengths vary depending on the product and service you want to explain, but in general it’s best to keep them under 10 minutes!

  • Show Testimonials

Testimonials are great pieces of marketing content because they show off your business. You can ask previously happy and satisfied customers to review your services and compile the shots into a video. These kinds of videos will help drive sales because they act like referrals in which users speak on your behalf. Testimonial video lengths also vary depending on industry and publishing platform. When creating a testimonial video for social media sites, it’s best to keep the length of the video under 2 minutes. In these videos, you can also drop lines to help prompt users to visit your store, such as, “Don’t trust these reviews? Head to our store on Main Street and experience it for yourself!”

  • Showcase Emotional Appeals

Emotionally appealing videos are largely associated with non-profit and donation-based organizations. Making a heartfelt plea will not only capture your audience’s attention, but also prompt them to act. Making an emotional appeal can also result in volunteers if the cause your business is championing resonates deeply with your audience. With emotional appeals, you need to be very specific about your video content distribution strategy because you want to make sure you’re targeting the right audience. If you’re unsure as to whether or not your distribution strategy is appropriate for the kind of video you’re creating, you can always reach out to digital marketing agency and they will be able to guide you. These videos are generally treated like social ads and should not be longer than 30 seconds.

  • Push Seasonal Activities

Seasonal videos are created to help keep things fresh and show video marketing growth throughout the year. You can release seasonal videos to announce new lines, sales, and as a general reminder to your audience to say, “hey, we’re here!” Releasing seasonal video content also means your brand can stay relevant. Keep these videos between 30 seconds to a minute.

  • Promote Interviews

When it comes to interviews, you want to make sure that you’re answering the most frequently asked questions your users ask. You want to show your users that you’re paying attention to their interests and concerns. Whether its small questions about product creation or big questions like brand values, conducting an interview gives users a face to associate with your brand. The interviewee is usually a top executive who can be held accountable to the responses. With interviews, you can go as long or as short as you want. The most important thing to remember with interviews is to answer their questions!

  • Live Stream

Live streaming is a relatively new phenomenon that allows brands to connect with users in real-time. This means that brands can’t edit away the mistakes and instead will appear raw in front of their audiences, which people happen to love. Live streaming is a great way to show your audience that your team is genuine and is willing to be vulnerable. Live streams can also last for whatever length you see fit.

Brick & Mortar Stores That Use Video Marketing

The rise of video marketing has led to some amazing content in recent years. Videos are multifunctional, engaging, and they produce results. The thing is, it can be hard to come up with the story you want to tell in your video so customers can actually walk through the door. That’s why we’ve compiled a couple great examples below to help spark your imagination:

Nike – Just Do It

Nike’s hallmark “Just Do It” campaign was led by Colin Kaepernick in 2018. This video ad holds a lot of weight because Nike decidedly made a political and social statement. On top of that, Nike was making an emotional appeal to its consumers. Their gamble quite literally paid off, as they spent around $4 million on ad buys and generated $7.6 million in media value as a result.

Dick’s Sporting Goods – Up Your Game

This video is a great example for how brick and mortar stores can use video marketing to drive foot traffic. Dick’s Sporting Goods used this video to remind users of what their business offers and why they should stop by. They also used this video to announce they had new products and items consumers may be interested in. The best part? It’s only 30 seconds long!

Macy’s – All Brand New

Macy’s “All Brand New” seasonal video ad showcased their new products and services and served as a general announcement to users that the school year was about to start! This video is great because there’s no commentary and it still showcases the season and reminds users why they need to take a trip to Macy’s.

Starbucks – Meet Me at Starbucks

This Starbucks video ad is another great example of how brick and mortar stores can use videos to drive foot traffic because it shows what goes on inside their stores. It humanizes the experience and lets consumers know that so much more goes on inside their coffee shops than waiting in line and ordering a cup of coffee.

Key Takeaways

Video marketing is a powerful tool for brick and mortar stores in the digital age. You can actively communicate with your target audience online while reminding them why they need to head to your physical store for the full experience. Video marketing is just another way retailers communicate with their audiences to drive sales. Hopefully this post has helped answer how to help attract customers to physical stores through video marketing. If you still have further questions, don’t be afraid to drop a comment below!

Good luck!


Written By
Hannah O’Brien writes for the digital marketing agency Aumcore, which specializes in generating the prime digital experience paired with a top-notch content marketing plan.
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