The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Marketing Strategies Revealed in this Episode:
- Equipment / resources needed to sell with video
- Examples of brands that do well with video
- The most important elements of successful video
- The best marketing channels to distribute video
- How to get started with video today
Episode Title: Building Iconic Brands with Video Marketing – with Rick Cesari
Guest: Rick Cesari, Author of Video Persuasion
In this episode of the eCommerce Marketing Podcast, host Arlen Robinson interviews Rick Cesari, a pioneer in Brand Response advertising and the force behind iconic brands such as Sonicare, The George Foreman Grill, and OxiClean. Rick shares his expertise on leveraging video marketing to build brands and drive sales, offering valuable insights and practical advice for eCommerce businesses.
Key Takeaways:
- Rick’s Journey to Video Marketing (00:01:30):
- Transitioned from a background in biology to marketing through real estate and seminars.
- Early involvement with startups and new product launches, including iconic brands.
- Importance of Video Marketing (00:08:20):
- Video helps increase retention and understanding, with viewers retaining 95% of a message via video compared to 10% via text.
- Essential for eCommerce businesses to use video to increase conversions by up to 80%.
- Types of Videos for eCommerce (00:10:30):
- Origin Story/Overview Video: Explains the brand’s mission and values.
- Tutorial Videos: How-to guides for product usage.
- Demonstration Videos: Showcases product features and benefits.
- Testimonial Videos: Authentic customer reviews and endorsements.
- Creating Effective Demonstration Videos (00:15:40):
- Five steps: Introduce the product, demonstrate the product, focus on benefits, include testimonials, and have a clear call-to-action (CTA).
- Quality vs. Content in Video Production (00:25:10):
- Emphasis on good audio and lighting, even if using a smartphone for video capture.
- Affordable tools and apps available for enhancing video quality.
- Marketing Channels for Video (00:35:00):
- Deploy videos on your eCommerce site, Amazon (if Brand Registered), Facebook, Instagram, and email marketing.
- Multi-purpose videos across various platforms for maximum reach.
- Initial Steps for Getting into Video (00:42:30):
- Start by capturing authentic customer testimonials.
- Use these testimonials to gather insights and sound bites for marketing materials.
Guest Information:
- Name: Rick Cesari
- Position: Author of Video Persuasion
- Website: RickCesari.com
- YouTube Channel: Rick Cesari TV
