Media plays a powerful role in establishing and perpetuating media norms in your eCommerce business success. Merely putting your products and brand on e-commerce websites is not going to serve the purpose. You can not achieve your sales target if the quality of the media images of your brand is not up to the mark. After all, people make purchasing decisions based on the impression and perception that they have of a product and brand. This webinar shows you the way to use high-quality media for your 100% eCommerce business success.
Almost all brands are selling their products today using e-commerce platforms. But, not all of them are equally successful. Many of them fail to convince their target audience about the usefulness of a product and lose potential customers. Whereas, other successful brands continue to sell more as they know how to use media to impress their audience.
Designhill, the leading creative marketplace, recently conducted a webinar to find out what is the right way to use high-quality media for brand success. So, it invited experts to share their thoughts on – The Power of High-quality Media in E-commerce. The expert guest speakers were Eli Libby and Kyle Nelson.
They shared their rich experience with the use of media while using e-commerce platforms to promote and sell products. During the webinar, they talked about the most effective combination of media on landing pages. They helped us understand the significant steps in developing media strategy and a lot more.
Know Our Experts:
Eli Libby is the President and Co-founder of Results Imagery, which specializes in creating the right content for online retailers and agencies. It is today working for top marketing agencies and household brands and creates conversion-centric media assets. He built a direct to consumer lifestyle brand called Winterial.
Kyle Nelson is the CEO & Co-founder of Result Imagery. He built an RN staffing agency called HPA Staffing. Staffing over 35 RN’s throughout California, becoming a top-producing RN staffing agency dedicated to California. As the co-founder of Results Imagery, he guides the company towards current trends in e-commerce and making.
Key Pointers Discussed During The Session:
- Why high-quality media is important for your eCommerce brand?
- How to construct a media strategy?
- Why spend money on professional media vs using your new iPhone?
- Beating your competition can be as simple as improving your readability through the media.
- How a customer shops online: The omnichannel landscape demands consistent media across all platforms.
Here Is the Video Of the Webinar With The Experts
Here Is What The Experts Advise On Using The Media In E-commerce
Five Pillars of E-commerce Media
Kyle Nelson: So, the agenda for today’s discussion is going to go over the five pillars of e-commerce media, which includes the media variety.
These are the five pillars of media:
- Media Variety
- Media Targeting
- Brand Awareness/Voice
- Omni-channel Experience
- Brand Value
Eli Libby: We will first talk about media variety. Under it, we will discuss different styles of media.
These are the four styles of media:
- Graphic Focused
Kyle Nelson: There are four different main focuses you can do with photography when it comes to e-commerce. We will talk about four types of e-commerce photography:
- Product On White Photography
- Lifestyle Product Photography
- Creative Product Photography
- Brand Photography.
i. Product On White Photography
White product photography is the best way to present the product with accurate professional visuals, and very little distraction. At the end of the day, it’s just the product. So for products online, you’re going to use it for all sales channels for e-commerce. And that may include Amazon, Walmart, your website, Shopify, anywhere that you’re selling, or showcasing your product is a great place to put this and that there’s an actual transaction for the purchase.
And you do this photography to showcase the products and their features. A lot of Amazon sellers understand that the first image is the hero image. That is quite possibly the most important piece of media that you could possibly have for your product.
ii. Lifestyle Product Photography
Lifestyle product photography will speak and aspire others to buy your product. And it is created to pitch your customers and have that emotional connection and that human element to the product with your customers. When should you do this photography? It is pretty much done to visually paint a picture of the product experience.
Where should you do this photography? You can do it anywhere someone’s going to see your product, you’re going to want a lifestyle there, it’s really going to help increase conversions. This photography helps the brand identity, like I said, create the human element and speaks to the specific niche that you’re trying to go after.
iii. Create Product Photography
We love doing this kind of work. It is very fun. It is typically done in the studio, and it allows you to convey a mood and lets your imagination go. This is done by combining colors, backgrounds, props, and complimentary items.
Do this photography when another element of branding showcasing whether it’s props or themes to your product. So, if you’re trying to do something outside of lifestyle photos to bring a mood to your product, this is the way to do it.
This photography type is great for social media and advertising campaigns you can put it in listings as well. But this is the type of photography you want for good engagement on social media and ads. This can tell a story based on the composition of the product in a single image.
iv. Brand Photography
Brand photography is huge as well. This photography allows an outsider to look into the actual brand. So, it allows the outsiders to know who the owners are, who is creating the products, and who is the voice of the company. We did photos of a farm to showcase it, its location, and its organic rawness of their brand.
It tells the story. You can use this photography anywhere, specifically on your website. Use it in your public relations campaigns, press releases, etc. great places. It’s a great way to emotionally connect with the consumers. It allows you to be transparent, has a voice and a personality behind the brand, and the trust factor that you’re looking for.
Eli Libby: We started talking about video production at the end of 2019 and how 2020 was going to be the year of video. That’s very true. Looking at Amazon, they have released a video in-feed advertising, which is huge. It showcases the power of video.
Here Are The Types Of Videos You Should Use In E-commerce
i. Lifestyle Product Videos
A lifestyle video is so impactful in the e-commerce landscape today because it actually shows the product in use. It specifically speaks to that audience. The idea is to showcase the features of that product and relate it to a target audience.
ii. Stop Motion Animation Videos
Stop motion animation videos are extremely eye-catching. They are quick. We all know that the attention span to grab someone’s attention these days is between two and four to four seconds. A stop motion animation video is very powerful in Instagram stories, digital advertising, and any type of medium where you need to grab attention very quickly.
The idea is to showcase what a product is made of. These videos are quick, and they represent the product in an impactful way.
iii. Social Micro Videos
The micro-videos focus on digital advertising social media campaigns. These are quick and digestible videos that tell a story in under 30 seconds. They need to be cinematic. Sometimes there’s some virality behind them. You have seen those videos that say something funny. Also, these videos get shared again and again. They’re very high click-through rates, and they can drive a lot of business if they’re done, right.
iv. Brand Documentaries/About Us Videos
We can tell a story through brand documentaries, and most people know them as About Us videos. This tells a little bit more story very similar to brand photography. In the video world, this is going to tell that story visually, maybe there’s a mission or an impact. There may be a reason why the founders started their brand. And they would explain the social impact that they’re doing. That is the focus.
You know, talking about the mission, putting it on the website and using it for public relation campaigns, anything with PR if you’re a company or a brand that is super sustainable, and gives back in certain ways, these are great videos to showcase that and really what you’re trying to do and the why behind these videos is connecting your target audience to the brand and getting that emotional purchase together.
v. Animated Explainer Videos
Animated explainer videos are blasted on Amazon. You can see them everywhere. These videos show the features of product features. They slide in and out of the screen and they speak to why a product is, what it is, and why it’s on there. Again, these videos are very digestible, very short, quick, showcasing the products. These are a great way to enhance your listing.
Other Notable Media In Ecommerce
Besides the above mentioned major media, there are other media that are effective for e-commerce. Here are the notable other media that you should explore for e-commerce.
When we talk about infographics, people are putting infographics on Amazon listings specifically. But, infographics can be used from a website standpoint as well. You try to showcase your products in a visual format with graphic design elements. So, typically, they have three or four or one good lifestyle photo or even photo on white. And they talk about some of the key features.
Infographics are great ways to enhance the listing and enhance that conversion rate on any channel. Really, it’s not just Amazon, people think it’s Amazon. But our clients come to us for every medium, Walmart is becoming really big on the screen. target.com is becoming really big.
Design Heavy Assets
These channels are very heavy in graphic design elements:
i. A+ Content
From an Amazon standpoint, moving forward is A+ content. That is the new thing if you don’t have a plus content, if you’re not brand registered, that is the very first step. In order to compete in today’s landscape, you really need to have that enhanced brand content in the description of your Amazon listing.
ii. Amazon Storefront
Amazon storefront gives the audience the ability to click into an internal website, essentially built inside of Amazon.
iii. Quotes, Testimonials
That gives you the ability to scroll, look at different tabs, different products, different features. Anything you can do there to enhance those quotes, testimonials like we wrote down is super impactful. 21:55
iv. Audio, Podcasts
Audio is another medium of media that is becoming very big, podcasting is absolutely huge.
v. Product Insert Cards
There is kind of a new thing popping in the market of product insert cards when you open up your product, it starts to talk about it, starts to explain the product as you open it, that is another form of media that in 2021 is really going to be impactful to conversion rates.
The idea behind market targeting is first understanding who is your market and who you’re going after. Now let’s start creating media that can speak to that audience to get your clicks, conversions, and impressions up. You need to identify the market and then build media around that.
So, here is a good example of these kids’ water bottles. We are trying to target or the client is trying to target kids, but it’s also trying to target moms into these insulated smaller sized water bottles. Also, we are trying to create media that speaks to that audience.
Lower Your Cost Per Sale
From a media and a brand-management point, the idea is to create media to lower your average cost per sale. You need to decrease the clicks in the beginning. So you’re narrowing and creating this fine audience. You will do that in the beginning. And what that is going to increase your CTR as the audience begins to narrow.
At the end of the day, every brand wants a healthier conversion rate. If you target the right audience, you build the right media for that audience, and your conversion rates will go up. It is the easiest and simplest thing that you can do in 2021 with your brand.
Here’s a great example of market targeting through the media. This product was an inflatable kayak that was focused on the outdoors world. It was focused on outdoorsmen. And the benefit of this product was an inflatable kayak that could be rolled up. But it also had the ability to let the consumer stand up and have the stand-up paddleboard experience that when they’re fishing. They can look down into the water and they can kind of see what’s below them.
Create Images Based On Research
For instance, the target behind the campaign showed in the video was dedicated to outdoorsmen, and fishing enthusiasts. So, it results in the imagery creating a piece of content based on pre-production boards, different storyboards, and different elements of the brand style guide that came together. There are others such as the level of colors, and how the colors are popping. The brand focused on the green so we brought out the greens in a couple of different elements of that photo. That really speaks well to the outdoorsman niche.
Target A Market Precisely With Media
Kyle Nelson: The more you are on market targeting, the more narrow you can target your market through the media. So, you are targeting straight fishermen or not just targeting the children with the water bottles, but also the moms. When you start doing Facebook advertising and Google advertising, you can create a stronger look alike audience. So, that’s really going to help you narrow down and expand and really get a better ROI on the photos and videos that you’re creating.
If you have the right marketing in place for their advertising efforts, you can get a good strong lookalike audience. You are able to multiply and duplicate your actual advertising efforts. A great way to give an example of what some companies are doing to get that target market to follow them is Patagonia we all know about. They produce amazing high-quality media for their Instagram page. And people don’t just follow Patagonia for the brand, they follow it for the media as well.
So, the media can also be a huge way to target that market. And it could have nothing to do with your product, but it just has to do with the market you are after. If you have the time ever to go to Patagonia’s Instagram page, you’ll see what I’m talking about. This also helps you figure out better ways to get market research out of an understanding of the trends in your market.
Create Media To Get Engagement
You create media and put it out there to get the most engagement. Find out where your likes and your comments are coming from and see where you are getting more DNS. Know whether it is on Instagram or direct messages on Facebook. Also, find out when it’s coming, because most likely because they just posted a photo or video that can really be helpful.
There is a great way to check this out. Some product companies like CPG brands, food brands, and skincare, are seeing what’s trendy. Right now skincare is the hard shadow product on white, it gives a little bit more depth to the photo. And, it’s just a trend that’s going on. So, we see that through our studio like crazy right now.
CPG brands right now are utilizing the color on the branding. They are keeping it simple and clean, showcasing the product, and keeping it right in front of your market. So, they can just see what the product is with just a little pop of color, which always helps.
Now, we will jump into another pillar, which is brand awareness and creating a voice for your brand. We will dive a little bit more into the next one. But this is the ability to build a brand versus a product, there’s a huge difference. And a lot of people are confused about what the difference between a brand and a product is, or should you start the brand.
Create Your Brand Voice
Should you start the product first? You should create the voice of your brand and a personality to make your brand have a large awareness. It will build credibility, and then people will trust it more. That will give your consumer confidence. So, people will be confident in a brand that’s putting out good media. This is because you’re trusting that they’re actually putting dollars into making their brand more aware.
This is really cool to see a lot of companies doing especially in the space of this pattern e-commerce in the past year. We are seeing this huge way of everybody putting out high-quality media with the growth of e-commerce.
Showcase Value Of A Product
This measure helps in showcasing the value of a product. So, while putting out a voice and having personally behind your brand, people are going to fall in love with that brand. And it’s going to drive engagement as people are going to want to talk to the brand as the brand talks to them. And that’s just going to help increase reach. It is going to show others in the feed seeing that they’re involved.
A lot of people are creating a voice behind their brand. It’s usually the CEO or co-founder, maybe it’s the marketing individual. And you’re seeing so much engagement of people on LinkedIn where they are engaging with other b2b companies. They do so by creating a brand behind their voice.
This is really important for omnichannel consistency. We’re going to go over omnichannel. If you are looking to build a brand and a following, and experience, make sure it’s Omni through omnichannel marketing. This is the best way to do brand awareness. So, confidence, loyalty, and credibility, and brand are important. We all know it.
There is a reason why when we go shopping online, we are very drawn and magnetized to specific brands. This is because we’re used to them. It may be that our mom and dad used them growing up or maybe we’re following an influencer online that talks about it. It could be that you are following them on your newsfeed or maybe there’s an ad campaign with some type of message. You just want to work with brands that you are loyal to and confident with.
Media Helps Speak Your Brand
Media is really important when it comes to the first encounter. So, when you’re producing photos and videos, you want to make sure it’s very high quality. Such media should speak to your brand. The moods, colors, models and talent, locations, complimentary items, and everything needs to speak to your brand. That will create your voice around it.
When someone hits your brand for the first time, you want to ensure that the first encounter is exactly what you want them to be experiencing. And it talks about what you are trying to evade with your brand. Quality media, in this competitive space, is truly the advantage in the modern-day commerce landscape.
When you are looking on Amazon and type iPhone 12 phone cases, you will be inundated with dozens of pages. You will automatically want to go and look at the features. But, the first thing you’re looking at in the real estate on your phone, when you’re on Amazon’s app is the media. It is that media speaking to me correctly, and it’s really the way that we all shop right now. We shop with our eyes, not with our hands anymore, especially this past year.
Build Trust Using Your Media
So, you want to make sure that your media showcases its features and speaks to your market. Consumers are really looking for a trusted brand to work with and to follow. A lot of people at my office, love the backpack and luggage brand Nomatic because we trust them. They are great quality products. But they create amazing media that truly speaks to their brand. And it’s a brand that we all want to focus on and follow. And when they come out with new products, if it’s something I need, I am going to automatically go with them rather than even doing research because I trust it.
I want to transact with them. Here is a perfect example. A lot of you probably know what Yeti, water ice coolers are. They have amazing lifestyle photography. You can see they have it. This fisherman got his pack of beverages with his dog on the river. And then you have this brand called Gardrit. And as you can see, it’s not real life to sell photos, they’re doing the best they can, most likely with the budget.
But, when you look for a product that Yeti sells, you will most likely go with them because you trust their brand. They come out with amazing media. And that really showcased and has that human element. If you’re a fisherman, those photos from Yeti are going to speak to you automatically because you trust it, and you’re loyal towards it.
Media Makes Brands
When we speak about the product and brand value, the Nomatic brand is an incredible brand of high-quality backpacks. MVMT Watches is another great example. They started on Instagram and started a direct consumer watch company on Instagram. The watch company is just a basic watch, not a high-quality watch, but they did better than anybody.
Again, it is a basic watch and has nothing impressive, but their media makes you want to buy. It makes you want to look like a movement model that has to wear that watch.
Four Pillars of Elements
So, now let’s talk a little bit about the value behind that if you can build the elements. These elements are the pillars.
i. Quality Talent
For instance, quality talents, so a good looking model and attractive model that speaks again, everything needs to speak back to that market and target audience. A quality talent that relates to that audience,
ii. Good Location
A good location that is maybe epic, or something that really draws the eye.
iii. Good Product
Then a good product. You need to have a high-quality photo and video asset, which results in the best imagery.
Also, you bring in a storytelling element and you layer all this stuff and then you bake it together. That drives engagement and increases the reach of that brand. At the end of the day, it increases that product and brand value through again these pillars of media talent, location, production, and storytelling at the end of the day.
Another great example here is of the brand ‘all birds’ do it very well if you guys are not familiar, they make these vole shoes, very sustainable company. But what they did differently and what we talked about a little bit before with brand photography, brand documentaries is they created an amazing brand that spoke to their target audience. Again, it all comes back to the same thing. It’s a wash, rinse, and repeat.
What this is doing is it’s showing, creating, and connecting that sustainable shopper to that brand. It is telling them why ‘allbirds’ is a better option than buying an Adidas shoe or a Nike shoe. They are very forward-facing with their voice in sustainability. They broadcasted that through an incredible website.
But, that website is incredible because of the amazing media that is layered into the website and makes it speak to the audience, high-quality photos, high-quality videos. That is creating loyalty and engagement. And at the end of the day, there are people following that brand because of those assets. They’re following because they actually believe in that sustainability effort. The founders are very vocal, and they’re very in your face, and they’re forward-facing about why they are working on this brand, and why their product is far superior to anybody else’s.
Omnichannel Is The New Trend
Omnichannel is one of the biggest things hitting in 2021. Omnichannel is broadcasting your brand and selling your product through multiple channels. That’s what it is in a nutshell. It is creating a consistent voice across all of those platforms.
A really good example is if you look at Yeti’s website, it is totally different than what their Amazon listing portrays. You can look at a Yeti cooler on Amazon, on their website, Instagram, email, and newsletters, it is all consistent. The voice is the same, the personality and the assets are consistent to all platforms. Only the verbiage and the copy will change. But the asset quality and the style is always going to be the same.
So, omnichannel is absolutely key when we are selling in 2021 across all different platforms. That is really the big movement. And that is I’m sure a buzzword that everybody is experienced and comfortable with now.
Get Sales From Different Channels
So looking at it, let’s talk about some different channels. Website is a great example of an omnichannel experience at Amazon, Walmart, eBay, Overstock. I mean, there are so many different places. The idea here is you don’t want to put all your eggs in one basket. You do want to distribute and try to grab sales from different platforms, and not just on Amazon.
Because they can come in and they can, you know, take the brand down or whatever that might be. So, creating content specifically for those channels is something that a lot of people need to understand.
You cannot create a YouTube video and put it on your Amazon listing, that doesn’t make sense. Usually, YouTube videos are longer format, and they tell a longer story. Amazon is not the place for that. So, that does not make sense. Facebook, Instagram are very similar things.
But, the media needs to be different. It should be for Instagram to do a lot faster stories, whereas, on Facebook, you might be able to grab the attention just a little bit longer. An amazing example of really good media for a specific channel is a brand called Rivian trucks. It is an all-electric rugged truck. That’s kind of coming out very soon in 2021. Their YouTube channel is long format videos, and it’s a series of videos that is a little bit more about the brand kind of behind the scenes looks at the brand. So that is a great example of why you would use YouTube.
Understand The Target Audience
You would not put that in an Instagram post that nobody would be looking for. They are looking for quickly digestible content. Now an email newsletter is a totally different type of content as well. So, it is about understanding the target audience and the actual platform you’re on. But, keep everything consistent. The voice and the branding need to stay consistent across all these platforms.
Kyle Nelson: So, there’s a great water bottle brand, the DTC brand. It is doing an amazing job with this omnichannel experience and the brand called cork circle. Recently they had a partnership with Star Wars. They came out with different styles of their Corkcicle water bottles. One of them was a Darth Vader brand style like you can see. They have different photos and videos that all have a very similar feel, vibe, and mood to it but they create different assets.
For each of their platforms, so on the right, you can see on their website on the listing. The next one to the left, you can see it’s a newsletter, and on their Instagram page, and then this is a video that they created. So it’s very consistent. But the media and copy are different.
Instagram is very social heavy. You should make sure to have something that’s engaging and fun. So, they had a Christmas gift. They target the market during that time of year. Facebook is very deal heavy. You want people to click on your page, there needs to be a good call to action. They created media that was clickable and digestible, to click through and purchase.
A website is visually heavy when you are on a website. More than not, you are probably trying to get more information on the brand. You try to build that trust factor to it. And so you want to make sure that it’s visually heavy and trustworthy and really has that brand voice to it.
Benefits Of The Omnichannel Experience
A newsletter always deals focused, people want to drive clicks on their newsletters and email campaign to purchase. And that omnichannel experience is going to do a few things for you.
First, it’s going to foster brand loyalty. It will create a market that’s following you. Take the example of Nomadic backpacks. When they come out with a new product, I’m instantly drawn to seeing what they’re doing. This is because I trust them and I have lots of loyalty towards that brand. I follow them on all their different platforms.
What’s really cool about it too, is the distribution of media assets is personalized on each channel. So, I might like to follow Nomatic backpacks only on a couple of their channels. Because it speaks to be different on Instagram, or maybe their LinkedIn page. I like following to see what they’re doing on more of a business side. So it’s really fun with omnichannel to be able to create a different personalized distribution of media assets.
Create Different Voices
You kind of create different voices and different copy for each of the channels. It’s going when someone’s dealing with your brand, it’s going to create a cohesive voice and experience through every channel. So whether the copy is on Facebook, maybe you’re calling in testers, customer support, or email support, or the purchasing experience on the website, omnichannel is going to create one cohesive voice.
So, when I deal with a brand that has the omnichannel experience, I have to strip the same experience on every single channel. I know what their brand is like and I can expect there’s no hidden voice and fees, etc.
Make A Straight Point
A company that has a good omnichannel experience is going to be straight to the point. They are going to be very proud of their brand. And they’re going to make sure that you are part of the brand by following them on different channels. It’s the way of the modern-day consumer and the way that they’re purchasing.
If I tell a lie about a brand, they check this brand out. First, he will probably go to Amazon, see what the price is, check that out. Then, he will go over to their website to see what they are doing.
Then they are most likely going to jump back to Instagram and purchase the product. This is because they will get fast shipping and the lowest price. And that’s just how we all behave. Now when we purchase, it’s just kind of ingrained in the way that we do it. This past year, there is tonnes of data behind it, that omnichannel is really the right direction to go.
Create A Community
The fun part about it is that it creates a community. The more people which Patagonia is a perfect example of, the more people following your brand. And then you wear that product, you know that the person that’s wearing a Patagonia jacket is very like-minded to you.
They love the causes that Patagonia has, they love the outdoors, and they love good quality products. And so you have an instant way to talk to somebody and have a good conversation starter. It is all because of that omnichannel experience that companies are creating. The brand value at the end of the day is the most important thing and the number one thing that you will get from all of these different pillars that we that we’ve created.
Eli Libby: Next, we want to think about that omnichannel experience, which is creating a cohesive voice across the brand. The same style, even when we talk about voice and branding. What that really means that at the end of the day is copy and media.
Creating Even The Same Style
People talk about brand style guides. It’s everything from colors, fonts, logos, everything needs to be consistent across all platforms because you have that one split opportunity to grab that attention of somebody. Then you need to keep them throughout their entire consumer behavior experience like Kyle just touched on in order to get them to put their credit card in at that add to cart button at the very end.
So, all of this love thing into the omnichannel experience is going to create that increased brand value. At the end of the day what brand value does is that it increases your average order value, which is also termed as AOV. Their watch is probably worth 10 to 15 US dollars, it should be more than it’s not a quality watch. But because of the branding, they have done the styling and they get you to empower and feel like you are a trendy adventurer.
Enhances Brand Perception
They can then increase the price of that unit because it makes you feel a certain way. When we look a little bit deeper here, it does it like I just said it increases the perception of the brand. It could be a lame, cheap product but the perception of the brand through the media. That is why the brand can look at that stature and sell at that price.
Again, all supported by the media. People love brands with a story. Ahlberg is a great example. They love the sustainability act. They love what the founders are doing. But the only way that they can represent that is through the media.
The only way they can do that is by showing videos of the founders locally sourcing the wall for their shoes. They are showing in the factories with the nitty-gritty behind the scenes. Also, they show us videos supported by the media, the only way they can do that is through really good photos on their listing pages as well.
Designhill: What has proven to be the most effective combination of media on landing and product pages?
Have Photos That Talk To The Audience
Let’s talk about product pages. We have a recipe for success for media on product pages. And that typically consists of depending on your product. If it’s a super big product or super complex, we’re looking at anywhere between two and four photos on white. You typically want to sprinkle that in with maybe one creative type of in-studio photo.
But, then you want to take two to three lifestyle photos that talk to that audience. It should create a human element behind the brand. You do an infographic that talks about the strategy. It should talk about the features of the product and graphically explain that in just one image. Also, it should have a video that connects the buyer to the product. That is typically what we recommend as the kind of a recipe for media on listing pages.
Designhill: Which tools do you recommend to create high-quality media?
I think there’s a mixed answer. And of course here at Results imagery, we use the highest quality style cameras, video cameras, and lighting. We use the Adobe Suite to edit. But I think for individuals, and I’m actually going to jump to a couple of questions down from CEOs.
Designhill: Are there free channels that one can use starting out?
If you’re just starting out, and you have a very small budget, and it’s a side hustle, sure, go and use your cell phone, that’s typically that’s totally fine. The biggest thing is you’re going to want to follow those different tips that we had. You want to make sure you have great lighting on those on your product.
You want to make sure you can have a good standard model. But more importantly, make sure that the location or the backdrop is of good quality. Because if it has too much clutter or too much distraction, it’s really not going to help the photo. There are tools out there that you can upload.
If you take a photo on a white background, and you want a pure white background, there are tools online out there that you can upload in the real clip for you on white. I think that was kind of a multi answering a couple of different questions.
But we personally use the highest quality stuff because the clients that we work with, are looking to compete with very large brands. They are looking for studios that only produce high-quality media.
Designhill: How much do we need to know about channels before using them?
I think when you look at different channels, it is a great place to get started to learn about those channels. Also, it is a place to look at your competitors and see what they’re doing. Now, the competitors that you are looking at, might not be going towards the exact same market as you.
But you really should know what channels you want to create. Find out which copy in which message for usually when you’re starting out. You are blasting as much as you can have the loudest voice and make everyone aware as much as possible, which is fine. But with time you are going to start learning what specific channels and followers are looking for in that style of media.
Designhill: What are the important steps to developing a perfect media strategy plan for an e-commerce brand? Also, what are the best platforms would you recommend for online marketing in terms of ROI?
First, know who your product is used best for. I mean if you are selling a water bottle for kids, understand that the kids aren’t going to be buying it. But the kids are the people that might be the mothers to be buying that water bottle. They are going to see that on a social platform, and they will tell their moms that then that media needs to relate to both segments.
Budget Is Important To Make
Then, the budget is a big part of it as well. Know what you want to spend to get the most out of this. If you are going to invest in $10 to $20,000, in kid’s water bottles. Give another, $5,000, between really high-quality photo assets, infographics, and video production, to move through that $20,000 in inventory, to give you your best ROI.
You also asked about what platforms you recommend to get the best ROI. Well, if you don’t have good media, you will never get anybody into that platform. So, that’s like the very beginning media is the foundation to feel good is to attract that eye. Then, let them shop with their eyes, you are not going to get any ROI. So at that point, you have this debt and excess inventory piling up, you’re paying storage fees, focus on creating a good target market, allocate a budget. 56:44
Product-Specific Media Plan
Then, let’s start talking about a media plan. As far as platforms, with the best ROI, it was very product-specific. If you are coming up with something very niche, and unique. Maybe a lot of patents around it, I recommend trying to go on to Shopify on a platform like that, using Google, Facebook, and Instagram to push traffic into that site.
If you have a unique product, it’s going to be hard to be discovered on Amazon. If you have a kind of mainstream product that you try to add some exciting media too. Amazon is a great platform. It has got great advertising abilities. They launch new feed options in the options for video. Those are great platforms, their Google search ads, Google product listing ads is another great place. The shopping tab in Google right on the top is a great spot to drive traffic. It was actually purchased directly from that omnichannel, which is Google.
Designhill: Could you give me any advice or podcasting apps to use? How did you get your podcast when it’s when it gets started?
Podcasting Is Trendy
Podcasting is obviously very trendy right now as everyone’s doing it, which is awesome. Because it is a different way to consume media, it gets individuals to understand you and your brand a little bit better. Like our podcast, we use a platform called an anchor. And that allows you to upload the podcast just once and then distribute it on I think 15 different platforms. And that includes the description, the name of it, and if there’s a photo with it, so that’s a pretty cool platform.
If you are looking to make trains. So sharing the podcast, when we got started, was literally just as simple as sharing it with our own friends and family. We were asking them to share it with people that they feel would connect to it in overtime. The algorithm on the different platforms, specifically Apple, and Spotify is really where everyone’s going to.
For different topics that might be trending, it’ll start picking you up and get people to see who you are and understand who you are. For interview style, I will definitely recommend zoom. It’s an easy way to book somebody and record that video as well, which is really important. So that’s why we use the Zoom. Sometimes, we use Google but rarely. Usually, we are using Zoom, so we can record the screen.
Designhill: How can I use my brand to promote or sell something people want to buy?
I would first come back to the roots. And the foundation here is you are trying to sell something with an audience that you currently have, you’re trying to sell to them. Understanding and making sure that you’re talking to the right audience like that is right off the bat is, what are they? Why are they coming to you? It sounds like you said, your smartphone.
Designhill: What products will relate to the audience?
Have A Passion For The Product
Whatever you are passionate about, that should fuel the fire of the product that you want to promote. So, if you’re taking photos on your smartphone in your location, and you have followers doing that, there’s something you love. I would really chase what’s going to really put fuel on the fire for you and make it enjoyable for you to actually have a product or a brand that you’re going to like.
I wouldn’t just do something specific just to launch. But I really do think something passionate. If you have some very beautiful photos, and just to get started and sell prints, photos on clothing. There are all types of things that you could do. Just quickly get started through print on demand companies. These companies cost you nothing to get started. Designhill, I know could probably help you with that as well.
So, find something you are passionate about and see what your market really wants to engage with. And do not be afraid to ask the people that are following you to like say, if there’s a product, these are my ideas. Do a poll and see what people think. Doing your market research is important too. And the best way to do that is just asking your market what they’re looking for.
Designhill: What percentage of sales is happening between social media that is radio and TV?
We don’t have the numbers. You have to purchase that data for very big dollars to find that out. But, I think at the end of the day, entry to social media is practically free. You can get your phone out and start recording, or take photos and post them on there. The entry to radio and TV is not free. In fact, it’s really expensive. And the price is just skyrocketing because fewer people are actually jumping on.
So, people are in droves going to social media for the past five years because it can be free. Or, if you are getting it professionally done, you can work with studios that are lower budget to be able to get some good media for you to get you started.
Consumer Behavior Matters
Just look at consumer behavior. That is a great place to start. When a commercial comes on TV. A lot of people instantly go to grab their phones for social media. TV advertising and radio advertising is becoming obsolete. It is about looking at how people consume media. Again, a commercial comes on radio or TV, people pick up their phone to social media. Then, hit them with a social media ad. With really good media you’ll convert way better than pressing mute on the commercial.
Designhill: What types of content will be most impactful in 2021?
Videos Will Be The Trend
Video is going to be a big trend. But there is so much competition. To launch a product, you need to have a brand, a story behind your product, and something that the consumer can really relate to. I think we can speak all day about the difference between a high-quality photo with a high-quality product. We can talk about the camera and lighting versus a cell phone photo. That is very easy to comprehend why there is a difference in the quality.
Know Your Competitive Advantage
But, what you really need to do in 2021 is to understand what is your competitive advantage from consumer purchasing. Why would somebody purchase from the brand allbirds over purchasing your direct consumer brand of shoes? It is because they built a brand behind it. They built the story of why that product is better and why there’s some movement behind it and tell that story through video.
So, brand documentaries about us videos, brand photography is going to be so impactful in 2021. And I think that would be where I would be placing my bets for 2021 is to create differentiation and your own standalone brand. This you can do through your brand story and your mission.
So, these are the fine points you should be considering to promote your brand using high-quality media on e-commerce. Make sure that you focus on the media part of it when putting your brands on different platforms.
But, you also need to check your visual identities such as logos, brochures, websites, business cards, etc. You can use the leading marketplace Designhill to help you create winning graphic designs such as a logo design or business cards for your brand.
Just get started by launching your design contest on this platform. You can have a winning design that suits your brand’s personality.
High-quality media is important to sell a product and brand using e-commerce platforms. But using the right platforms, consistency of message, knowing the target audience, omnichannel consistency, brand awareness, etc is the key. You should pay heed to different aspects of quality media to drive traffic using e-commerce platforms.