Retailers shift their ad spending from TV, radio and print ads to digital ads.
Running online videos that show barbeque fans how to grill tasty meals is helping to boost conversion rates through search engine marketing, CEO Michael Hackley says.
Running online videos that show barbeque fans how to grill tasty meals is helping to boost conversion rates through search engine marketing, CEO Michael Hackley tells InternetRetailer.com.
Making the videos available through Google Video search has helped to increase both video-generated sales as well as BBQGuys.com’s overall natural search rankings in Google, Hackley says. “It has helped our overall search engine marketing by being able to put our videos into Google Video,” Hackley says. “The more we use Google’s different categories, including Froogle and Google Base, we feel we get boosted up in Google natural search.”
BBQGuys, the flagship web site for ShoppersChoice.com, sells more than 50 brands of outdoor cooking grills as well as other items related to cooking and entertainment. To better engage online shoppers, it has developed in-house about 20 videos that explain not only how to operate sophisticated grilling machines from companies like Dynamic Cooking Systems, but also how to cook with special grilling recipes.
“Conversions went through the roof for one brand,” Hackley says, adding that unsolicited customer feedback tied sales to the videos. “Since the beginning of this year, our conversion rates are up about 35% year-over-year.” ShoppersChoice.com, the parent of BBQGuys.com and formerly known as The Grill Store and More, is No. 371 in the Internet Retailer Top 400 Guide to Retail Web Sites.