If you have not invested in visual content marketing yet, you should. Visual content can significantly boost the results of your digital marketing efforts. Marketers who have embraced quality visual content are reaping the rewards in terms of more fans, followers, site visitors, longer time on site, referral traffic, leads, clients, and revenue. As we head to the end of 2017, if you are not focusing on visual content in your marketing strategy, whether on social, email campaign, or your website, it’s time to restructure your plan to include an emphasis on visual content. In today’s digital age, visuals help tell your story. Visual content can be an incredibly powerful marketing tool, and one that helps your target audience remember you.
Humans are visual beings. When we hear a piece of information in an ad whether on social media, radio, TV, the chances of us remembering that information the next day or 2 later is slim. But when we see a compelling image with that message, we will recall that information/remember that brand more than often than not and we remember at least 50% of that message. People have used visuals to consume information since the beginning of time, we like to visualize our selves in the image. The importance of visual marketing is clear and marketers can’t afford to see it as an optional type of content anymore. We need to invest in strong visuals to see our brand, product, service or destination.
One thing that I have noticed across the board is that marketers and businesses have struggled to produce enough visual content. When I worked at Visit Lake County, one thing that I did was to learn some basic photography skills, so that when I was out whether for work or with my family I can take photos that could be used in marketing materials, social media and website being the easiest. To stay ahead of your competition it’s important to create and post visual content on your blog, social media outlets and website that people want to share. When they share that content, they are more likely to engage with your brand in the future as well.
3 Visual Content Marketing Tips
Utilize User-Generated Content (UGC)
One valuable resource for marketers today is user-generated content. By utilizing user-generated content, you have access to visual content that can be used to promote your brand. This content is currently being shared on social media by consumers who are using your products, services or visiting your destination. This type of content provides you with valuable insights into how consumers are engaging your products or experiencing your destination. Plus, everyone loves to use the picture they posted on Instagram (or their favorite social channel) shared by brand and in the bright lights. You may just can a brand advocate.
Your visuals should work with your marketing not be separated
As I mentioned, your visual content should be an integral component of your overall marketing strategy and not something your concentrate on if you have extra money in your budget. Your imagery should work in tandem with everything in your marketing strategy. It is important that you have quality images on your website and blog and not just on your social media channels. This will enhance the time on your site and the engagement rate with your social ads. Consumers love to visualize themselves in the images experiencing your destination or utilizing your product.
Don’t be too corporate with your images
Today’s consumers have a very low tolerance for images / ads that look staged or too corporate. These types of images do not engage the consumers, as consumers can not relate to the people in the image or the activity taking place. Corporate images also look extremely perfect, as if they are stock photos and they simply do not feel as if they are real. This is one reason that marketers need to balance out images from a photo shoot (branded images) with user-generated images that your consumers shared.
Consumers are bombarded with marketing messages throughout their day, whether it be on social media, radio, TV or billboards. With so many messages, they can quickly become desensitized to the messages marketers are putting before them. Marketers today need to consistently create eye-catching and engaging content with beautiful imagery.
