Labor Day is right around the corner, and so are all of the Labor Day sales. With some of the deepest discounting of the year, across all categories of retail, how can you, as an e-commerce marketer, make sure that your sale stands out? Our quick answer: Make sure you’re marketing your sale better than your competitors are!

Here are a few quick tips on how you can use the power of video to stand out this Labor Day weekend:

Use Teaser Video to Start Marketing Your Sale Now

Draw attention to your product category, your brand, and the fact that you are having an outstanding Labor Day sale with one or two engaging teaser videos. Leading up to Labor Day weekend, post them periodically (and repeatedly) to your website and social media channels. You can even set up a pay-per-click (PPC) ad campaign through Google AdWords or another PPC service, and if you’re skeptical of the impact video will have on your marketing efforts, test it! Recently, Google announced that they’ll be doing just that by embedding promotional video into search results. Yahoo and Bing are already doing variations of this.

Create a Compelling Labor Day Sale Video

In addition to teaser videos, create a more elaborate video to show all of the great discounts and deals you’ll be offering this Labor Day. Post this video across your online presence in the weeks before your sale begins, and don’t be afraid to remind viewers to visit your online store for great surprise deals on Labor Day weekend.

If you’re going to use your social media pages to advertise and market your Labor Day sale (and you should), you’ll want to make sure that you have more than one video to increase engagement. Your followers on these sites will want to see a variety of content from you and won’t want to tune in to the same video over and over again. Also, keep in mind, with video often times the “soft sell” produces results. For example, we’ve seen a leading Pet-Supplies retailer drive digital sales by posting videos of cute kittens, with a message encouraging viewers of these videos to check out their site.

Set Up a Labor Day Landing Page

You can also use video to increase sales by creating a video landing page for your sale and linking to it in your social media and online marketing campaigns. This page will have a high quality video to increase conversions by taking customers directly to your online store’s sale items.

Keep in mind, we’re not necessarily suggesting you re-invent the wheel. YouTube and other public domains are an incredible source for great video content, and often times these consumer-generated videos will be perceived as more authentic and compelling. So, if you haven’t produced branded video just yet, tap into this great source for a quick, easy, and effective way to get your feet way in an incredibly effective way.

It comes down to this: The more relevant information and entertainment you give your target audience, the more they will come back to you for the products they want and need – and not just on Labor Day. They’ll come back to you all year long.