In this episode of Selling on Giants: The eCommerce Marketplace Show, Rob Stanley, Chief Evangelist at GETIDA, which is the global leader in Amazon FBA reimbursements and refunds. Mr. Stanley is the former founder of two successful 7-Figure online eCommerce brands with 20+ years of experience in eCommerce and marketing. He is also a successful Podcast host, a YouTube-certified expert with a previous channel of over 48 million views, and a China sourcing expert who has visited over 100+ factories. In the newest episode, Mr. Stanley talks about the process of “How to Use YouTube to Drive Sales to Your Site!”.
In this latest episode, we delve into the exciting topic of harnessing the power of YouTube to enhance your website’s sales performance. With over 20 years of experience in both online and Amazon sales, Stanley has exited from both in 2018. He has recently returned to the service provider side, working as Chief Marketing Officer and Chief Evangelist at GETIDA. He is actively involved in conferences, shows, and podcasts, helping Amazon FBA sellers with refunds and reimbursements. Stanley emphasizes the importance of using YouTube as a platform for video content to generate sales for websites. He believes that people often search for products on Amazon and buy them based on images, shows, and features, and now, without a video in their Amazon listing, they may not be doing well. By leveraging YouTube’s potential to drive sales, businesses can improve their online presence and attract more customers. Regardless of whether you’re a veteran eCommerce professional or a beginner, this episode guarantees to provide you with the essential knowledge and tools related to leveraging YouTube to drive sales to your website! Don’t miss out on “How to Use YouTube to Drive Sales to Your Site!”
Key takeaways: / Short Summary:
Efficiently Utilizing YouTube to Generate Sales for Websites
- When people are looking to buy products, they usually go to Amazon to search for and purchase the items.
- However, after purchasing a product, customers may want to research the company or learn more about the product. They often turn to Google for this information.
- One way to own the Google search page is to utilize YouTube, as it is a popular social media platform owned by Google.
- By creating videos that provide information about the product or demonstrate how to use and troubleshoot it, companies can target potential customers who are searching for specific issues or tutorials.
The Role of YouTube Videos in SEO and Driving External Traffic
- YouTube videos can help people learn more about a product or brand when searching for it on Google.
- Properly SEO-ing the titles of YouTube videos can attract potential customers who are searching prior to making a purchase.
- Including external links in the video description or encouraging viewers to search for the product on platforms such as Amazon can drive traffic to the product listings.
- Amazon benefits from external traffic to their listings and encourages such practices.
- YouTube is a valuable platform for driving external traffic to products, although there are other platforms as well.
- How-to videos can be effective in driving traffic to websites by offering valuable information and attracting customers to related products.
Using YouTube to Drive Traffic and Increase Sales
- After customers purchase a product on Amazon, they often search for more information about it, emphasizing the importance of minimizing negative reviews.
- For an example, a product (an LED light) that required an additional step to function properly. Many customers were unaware of this step, despite the presence of a manual. Rob believes that videos are more effective than written instructions.
Tips for Creating and Optimizing a YouTube Channel for Product Promotion
- To begin, take the video that is already on your Amazon product page and upload it to YouTube. Create a YouTube channel and fill in all the necessary information, including a name and image.
- Treat your YouTube channel like a listing, similar to how you would with an Amazon product page. Ensure it has proper descriptions, an about us section, and a header image.
- Utilize existing videos or create new ones to populate your YouTube channel. If you have multiple products, create videos for each one.
- Aim to reach at least a hundred subscribers on your YouTube channel in order to obtain a unique URL and start branding your channel.
- Having a unique URL and name on your YouTube channel allows Google to index and associate your channel with that specific name.
- Take the time to optimize your YouTube channel, just like you would with an Amazon product page. Ensure proper titles, descriptions, and tags are utilized.
- If you don’t already have a video on your Amazon product listing, create one for your new product. Incorporate video content to enhance your product promotion and engage customers.
Tips for Creating Product Videos
- Start with a basic video using a phone on a turntable to showcase a 360-degree view of the product.
- Use different scenarios to demonstrate the product, such as showing specific features or how to use it without speaking.
- Keep the video under two minutes or even a minute, focusing on providing a clear understanding of the product.
- For a medium level video, use an iPhone or any cell phone with good video quality.
- Consider getting a tripod stand and work on lighting to enhance the video.
- If uncomfortable on camera, have someone else shoot the video or only show hands.
- Experiment with different lighting setups to avoid reflections on glasses.
- Feel free to talk about the product and provide relevant information.
Tips on Creating Advanced Video Content
- Editing on phone or computer: Learn how to edit videos on your phone or computer to improve their quality.
- Advanced video shooting: Shoot videos with different angles and add dramatic elements to make them more visually appealing.
- Creating a two-minute video: Compile the edited footage into a well-crafted two-minute video, demonstrating the product and its usage.
- In-depth features and lifestyle images: Go deeper into the features of the product and showcase its usage through lifestyle images in the video.
- Outsourcing video production: Consider hiring a video production service or influencers to shoot and edit videos for your product, saving time and effort.
- Studio-type production: For high-end products with a large profit margin, engage professional production studios that will require guidance on product usage.
Key Considerations for Collaborating with Influencers in Product Promotion
- Ensure clear communication of product features: It is important to have frequent Zoom calls or discussions with influencers to ensure they understand the features of the product.
- Provide a script or highlight key features: To avoid any confusion or misrepresentation, it is advisable to send influencers a script or a list of highlights that contain specific keywords for them to use in their promotional videos.
- Select niche-specific influencers: When choosing influencers, it is crucial to consider their niche and ensure it aligns with the product being promoted.
- Explore influencer search options: Use YouTube or other platforms to search for influencers within a specific category and assess their previous content related to the product.
- Collaborate on script and instructions: If you decide to pay influencers for their services, it is essential to send them the product along with a script and detailed instructions on how to promote it.
- Understand content ownership: Once influencers create content for their channels, they will retain ownership of that content. Consider negotiating a split agreement where the content can be shared on both channels after a specified period of time.
Generating Content and Working with Influencers
- To generate traffic and promote your brand, it is recommended to work with niche influencers who have a clear passion for your product or industry, even if they have a smaller following.
- By sending product samples to these influencers, they are likely to create content for you, helping to build their channel while promoting your brand.
- Start with smaller influencers to learn what drives sales and optimize your approach before approaching larger influencers.
- To overcome the hurdle of creating video content, consider establishing a content flywheel system, which can involve collaborating with influencers or scheduling regular video sessions with a videographer.
Scaling Content and Consistency on YouTube
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- Scaling content on YouTube requires a mix of both self-produced videos and collaborations with influencers.
- To create regular postings of content, start creating individual videos for each feature of a product, in addition to an overall instructional video. This allows for a library of content.
- Release these feature videos gradually, one video per week, to maintain consistency.
- Expand the content library by showcasing different uses and pairing the product with related items.
- Additionally, use ChatGPT as a tool to generate ideas for videos, including scriptwriting and video length.
Or listen to the previous episodes on the different platforms:
Links:
- LinkedIn – Personal: https://www.linkedin.com/in/robby-stanley/
- Branded – LinkedIn: https://getida.com/
“Selling on Giants: The eCommerce Marketplace Show” is sponsored by BellaVix. To learn more, head over to https://sellingongiants.com/
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