Effective visual content marketing
In an increasingly competitive digital world, visual content is becoming ever more key to success. Businesses of all sizes should carefully consider how to maximise the impact of their online visual assets (images, videos, infographics, banners etc) in order to improve visitor engagement and sales. This article will examine why visual content marketing is so important, and how to approach it strategically.
Why is visual content so important?
There are two key reasons why visual content plays such a central role in digital communications:
1 – It’s easily processed and retained
The human brain processes visual information far more quickly than written information, and also retains it much better. So it’s clear to see that visual content is a highly effective way of grabbing people’s attention and getting your message across (and remembered) in a cluttered online space.
2 – It’s engaging and shareable
People like visual content; it helps them digest information easily and (if targeted properly) it makes them feel like they can relate to your brand. If people find content helpful and/or engaging, they are much more likely to share it (there are a great many stats available on how visual content outperforms written content – for example, tweets with images get 150% more retweets than those without).
A strategic approach to visual content marketing
Given the key role that visual content plays, then, it makes sense to spend some time planning how you can use it to maximum effect. Here are some guidelines on how to approach this strategically:
> Be targeted
Always keep your target audience in mind when choosing images, planning videos and commissioning assets such as illustrations, infographics or banners. Will they find your visual content appealing? Can they relate to it? How likely are they to take positive action after seeing it (ie buy something, get in touch, share with others)? Try to do some user testing if possible; it’s not just beneficial to get your targeting right, but it’s potentially damaging to get it wrong.
> Be consistent
Consider how you can apply your brand to the visual assets that you use; the more consistent you are – across all digital channels – the more you will strengthen it. For example, you might decide to always crop images square, or use a white background in your videos, or choose a particular colour palette or style for infographics. Strong visual branding will help you stand out from your competitors.
> Be relevant and fresh
Whatever kind of visual assets you use, make sure that they are relevant (for example, the message that an image conveys must work within its context) and also that you keep them fresh. Visual content marketing is an ongoing job, and your assets will need updating (or at the very least rotating) on a regular basis to keep your target audience engaged.
> Be SEO-savvy
Don’t forget to optimise your visual content for SEO, otherwise you could be missing out on traffic. Visual search is becoming more popular every year, as search engines are able to provide ever more reliable results, so bear this in mind and always add keywords and descriptions.
How GO Get Organised can help
If you’d like some help with your visual content marketing, GO Get Organised!
Video production
Our video specialists produce high quality results at extremely competitive rates; why not have a chat with them to see how they can make video work for your business?
Graphic design
Our talented designers can create professional, affordable digital assets (eg infographics), tailored carefully to reflect your brand and marketing strategy.
Please contact us today to find out more and discuss your requirements.