Carefully selected visual marketing content can add real value to your business website or marketing activity. Experts who study brain scans and track eye movements suggest that they can predict consumer preferences and the right imagery can sell better than any written content.
What this means is that no matter where you market your products or services — from websites to in-person events — your visual content should be at the core of how you plan any communication.
Add to this that it’s an ideal opportunity to take an honest look your company’s image and refine it up for a public appearance. After all, when was the last time you headed to a business meeting without taking a quick look around and coming up with an instant image of the company?
Photos and videos appeal to our brains
In general the human species is predetermined to process visual cues far better than text-based ones.
A recent study at Carnegie Mellon University states “Processing print isn’t something the human brain was built for. The printed word is a human artefact. It’s very convenient and it’s worked very well for us for 5,000 years, but it’s an invention of human beings. By contrast Mother Nature has built into our brain our ability to see the visual world and interpret it. Even the spoken language is much more a given biologically than reading written language.”
Visuals boost pre-sales credibility
Stanford Web Credibility Research, highlights one valuable item “We find that people quickly evaluate a site by visual design alone,” the researchers note. “When designing your site, pay attention to layout, typography, images, consistency issues and more. Of course, not all sites gain credibility by looking like IBM.com. The visual design should match the site’s purpose.”
Inspirational imagery is more than just the beautiful photos that stand out on your social feed or website. They are now part of the process of building a brand and a method of funnelling visitors to your content. What was once looked at as an afterthought in communicating products and services is now one of the most powerful tools that brands have to sell themselves to the masses.
It is not enough to go viral?
The simple answer is viral videos are not simple to achieve and you could spend a fortune coming up with something that could quite easily flop. The most successful brands are the ones that tell their stories and build a relationship with their consumers. Research suggests that they activate our brains in ways simple pieces of information cannot, evoking sensory reactions and allowing us to better empathize with those around us. Today, the most popular method of communication is through imagery – not the written word. In fact, 44% of social media users are more likely to engage with visual brands. This study by MDG Advertising shows just how powerful images can be in boosting several aspects of your digital presence.
However, with so much content in the digital space, it can be difficult to hold attention (or even just get noticed). With the multitude of social media platforms available, like Twitter, Facebook, YouTube, Instagram, and Pinterest, most people can hardly keep up with their own feeds, let alone engage with your brand. Visual storytelling brands keep up by creating quality imagery that engages their users to build an audience. It is not enough to go viral – you must have an audience invested and interested in what your brand has to say.
Visual content marketing
Your content is a primary driving force when it comes to online marketing. But does every sort of content produce the same results? Blogs, articles and press releases will all serve a purpose, but none of them will be as effective as visual marketing. If you can tap into this arena, and utilize it to the utmost, you will be able to enjoy amazing results. But how do you do all of this?
So what is visual marketing?
Visual marketing is a campaign which uses creativity and innovation to generate interest. There are many elements and you can use any of these to promote your business. Examples of this include images, infographics, videos and presentations.
What paved way for visual marketing?
Visual content marketing does not have a lot of history, because it is still a new field. Ever since tablets and high speed networks have become more common, businesses decided to use the power of visual content for achieving their purpose. The costs have also decreased and so many platforms have been launched for just visual content like Instagram and Pinterest. All this made visual content marketing very appealing and led to its growth.
Decide on a platform
There are so many platforms which let your share visual content. So which of these is right for you? The answer: depends on your needs. Take Pinterest as an example. This platform allows you to share many types of media and can be integrated with both Facebook and Twitter. Plus, it is easy to use. But over 70% of audience on Pinterest is female, and if they are not part of your target audience, you should put your efforts elsewhere. Analyse your target audience and determine the functionality of each platform. Accordingly, decide which will be the most suitable for your business.
Find the right sort of content
Visual content comes in many forms, but not all of it may be appropriate for your business. You should choose the right one to ensure that you get the most from it. Analyse and understand your audience, and accordingly select the right sort of visual content.
Got an original idea? Is there anything innovative in your mind? Perfect, use it for your visual content and it will generate even more attention. The more innovative you are, the more buzz you generate.
Keep it clear and detailed
If you are using images for marketing purposes, they must be clear, but they must also be detailed and convey everything you want your audience to know. According to research, over 67% people think that images should be clear and give them more importance than to product information, description and ratings.
Use varying sizes of fonts for an impact
What fonts are you using for your visual content? They should be contrasting to the background and they should be in different sizes. Small and big create more impact and can affect your overall message significantly.
Whichever visual content you are sharing, you must be consistent and send a unified message to your audience. And by the way, the message you send must be the same that your blogs and website are also conveying.
Select your colours carefully
The colours you use have a powerful impact on the human mind. Did you know red excites you and blue relaxes you? Green is associated with the environment and growth and yellow signifies trust. Think about your brand, and accordingly select suitable colours for your marketing purposes. You may not be sure initially which colours to opt for, but play around with them and you will soon realize which shades are just right.
Promote, Promote, and promote some more
You should share your visual content on all popular social media sites, and at times when traffic is at its peak, there are many tracking tools that will allow you to find your optimum post time.
So tap into visual marketing.